Question 1

A primary method of observation using the Internet is to count the number of times a Web page is visited.

Accepted Answer

A) True 
 B)False

Question 2

Advantages of Web surveys over e-mail surveys include which of the following?

Accepted Answer

A)  Graphs,images,animations,and links to other Web pages may be integrated into or around the survey. 
B)  Skip patterns can be programmed and performed automatically. 
C)  It is possible to validate responses as they are entered. 
D)  All of the above are correct. 
A)  Graphs,images,animations,and links to other Web pages may be integrated into or around the survey. 
B)  Skip patterns can be programmed and performed automatically. 
C)  It is possible to validate responses as they are entered. 
D)  All of the above are correct.

Question 3

Which of the following advantages is the greatest advantage of observation methods?

Accepted Answer

A)  Coding,analysis,and interpretation of data are relatively simple. 
B)  The data obtained are reliable because the responses are limited to the alternatives stated. 
C)  Observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior. 
D)  If the observed phenomenon occurs frequently or is of short duration,observational methods may be cheaper and faster than survey methods. 
A)  Coding,analysis,and interpretation of data are relatively simple. 
B)  The data obtained are reliable because the responses are limited to the alternatives stated. 
C)  Observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior. 
D)  If the observed phenomenon occurs frequently or is of short duration,observational methods may be cheaper and faster than survey methods.

Question 4

In unstructured observation,potential for observer bias is high.For this reason,the observation findings should be treated as hypotheses to be tested rather than as conclusive findings.

Accepted Answer

A) True 
 B)False

Question 5

Which statement is false concerning the different observation methods?

Accepted Answer

A)  The degree of disguise is low in the case of audits,as it is difficult to conceal the identity of auditors. 
B)  The ability to observe in a natural setting is low in trace analysis because the observation takes place after the behavior has occurred. 
C)  Mechanical observation can vary widely from low to high structure depending upon on the methods used. 
D)  Observation bias is high in the case of mechanical observation because a human observer is involved. 
A)  The degree of disguise is low in the case of audits,as it is difficult to conceal the identity of auditors. 
B)  The ability to observe in a natural setting is low in trace analysis because the observation takes place after the behavior has occurred. 
C)  Mechanical observation can vary widely from low to high structure depending upon on the methods used. 
D)  Observation bias is high in the case of mechanical observation because a human observer is involved.

Question 6

Questions that require respondents to choose from a set of predetermined answers are ________ questions.

Accepted Answer

A)  dual response 
B)  open-ended 
C)  fixed alternative 
D)  none of the above 
A)  dual response 
B)  open-ended 
C)  fixed alternative 
D)  none of the above

Question 7

Which of the following advantages is not a reason why data analysis bias is low for audits and content analysis?

Accepted Answer

A)  because the data are quantitative 
B)  because the variables are precisely defined 
C)  because statistical analysis is conducted 
D)  because the phenomenon to be observed can be recorded continuously 
A)  because the data are quantitative 
B)  because the variables are precisely defined 
C)  because statistical analysis is conducted 
D)  because the phenomenon to be observed can be recorded continuously

Question 8

In the context of the department store patronage project,analyzing store charge card slips to examine customer store credit usage behaviors is an example of ________.

Accepted Answer

A)  mechanical observation 
B)  content analysis 
C)  trace analysis 
D)  personal observation 
A)  mechanical observation 
B)  content analysis 
C)  trace analysis 
D)  personal observation

Question 9

Which of the following is a disadvantage of the survey method of data collection?

Accepted Answer

A)  The questionnaire is simple to administer. 
B)  Wording questions properly is not easy. 
C)  Coding,analysis,and interpretation of data are relatively simple. 
D)  The data obtained are reliable because the responses are limited to the alternatives stated. 
A)  The questionnaire is simple to administer. 
B)  Wording questions properly is not easy. 
C)  Coding,analysis,and interpretation of data are relatively simple. 
D)  The data obtained are reliable because the responses are limited to the alternatives stated.

Question 10

Table 6.2 in the text provides a comparative evaluation of survey methods.Which two methods are shown as low on the quantity of data criteria?

Accepted Answer

A)  Internet;mall intercept interviews 
B)  computer assisted telephone interviews (CATI);mall intercept interviews 
C)  traditional telephone interviews;computer assisted telephone interviews (CATI) 
D)  in-home interviews;mall intercept interviews 
A)  Internet;mall intercept interviews 
B)  computer assisted telephone interviews (CATI);mall intercept interviews 
C)  traditional telephone interviews;computer assisted telephone interviews (CATI) 
D)  in-home interviews;mall intercept interviews

Question 11

Observational methods may be ________ or ________.

Accepted Answer

A)  direct;indirect 
B)  structured;unstructured 
C)  conducted in a natural environment;conducted in a contrived environment 
D)  all of the above 
A)  direct;indirect 
B)  structured;unstructured 
C)  conducted in a natural environment;conducted in a contrived environment 
D)  all of the above

Question 12

________ is an approach in which data collection is based on physical traces,or evidence,of past behavior.

Accepted Answer

A)  Content analysis 
B)  Trace analysis 
C)  Personal observation 
D)  Mechanical observation 
A)  Content analysis 
B)  Trace analysis 
C)  Personal observation 
D)  Mechanical observation

Question 13

Response latency is used as a measure of the relative preference for various alternatives.

Accepted Answer

A) True 
 B)False

Question 14

The Internet is the fastest method of obtaining data from a large number of respondents.There are many reasons for this speed.Which of the following is not one of those reasons?

Accepted Answer

A)  the speed with which the incentive is sent 
B)  the speed with which the questionnaire can be created 
C)  the speed with which the data are returned 
D)  the speed with which the questionnaire is distributed to respondents 
A)  the speed with which the incentive is sent 
B)  the speed with which the questionnaire can be created 
C)  the speed with which the data are returned 
D)  the speed with which the questionnaire is distributed to respondents

Question 15

Which of the following statements is true about ethnographic research?

Accepted Answer

A)  Sometimes audio and visual recordings are obtained. 
B)  It is the study of human behavior in its natural context and involves observation of behavior and setting along with depth interviews. 
C)  Both A and B are correct. 
D)  None are correct. 
A)  Sometimes audio and visual recordings are obtained. 
B)  It is the study of human behavior in its natural context and involves observation of behavior and setting along with depth interviews. 
C)  Both A and B are correct. 
D)  None are correct.

Question 16

Briefly discuss mechanical observation.What is it and why is it used? Describe two devices used for mechanical observation that do not require the respondent's direct participation.

Accepted Answer

In mechanical observation,mechanical dev

Question 17

In the department store patronage project,________ may be used to analyze magazine advertisements of the sponsoring and competing stores to compare their projected images.

Accepted Answer

A)  mechanical observation 
B)  trace analysis 
C)  personal observation 
D)  content analysis 
A)  mechanical observation 
B)  trace analysis 
C)  personal observation 
D)  content analysis

Question 18

Discuss how the researcher would code and analyze data obtained from a content analysis.

Accepted Answer

Content analysis can involve tedious cod

Question 19

________ involves observation techniques where the researcher clearly defines the behaviors to be observed and the methods by which they will be measured.

Accepted Answer

A)  Unstructured observation 
B)  Contrived observation 
C)  Natural observation 
D)  Structured observation 
A)  Unstructured observation 
B)  Contrived observation 
C)  Natural observation 
D)  Structured observation

Question 20

The ability of the survey mode to reach the units specified in the sample effectively and efficiently refers to the ________.

Accepted Answer

A)  control of data collection environment 
B)  sample control 
C)  diversity of questions that can be asked in a survey 
D)  flexibility of data collection 
A)  control of data collection environment 
B)  sample control 
C)  diversity of questions that can be asked in a survey 
D)  flexibility of data collection

Exam 6: Descriptive Research Design: Survey and Observation

A primary method of observation using the Internet is to count the number of times a Web page is visited.

Advantages of Web surveys over e-mail surveys include which of the following?

Which of the following advantages is the greatest advantage of observation methods?

In unstructured observation,potential for observer bias is high.For this reason,the observation findings should be treated as hypotheses to be tested rather than as conclusive findings.

Which statement is false concerning the different observation methods?

Questions that require respondents to choose from a set of predetermined answers are ________ questions.

Which of the following advantages is not a reason why data analysis bias is low for audits and content analysis?

In the context of the department store patronage project,analyzing store charge card slips to examine customer store credit usage behaviors is an example of ________.

Which of the following is a disadvantage of the survey method of data collection?

Table 6.2 in the text provides a comparative evaluation of survey methods.Which two methods are shown as low on the quantity of data criteria?

Observational methods may be ________ or ________.

________ is an approach in which data collection is based on physical traces,or evidence,of past behavior.

Response latency is used as a measure of the relative preference for various alternatives.

The Internet is the fastest method of obtaining data from a large number of respondents.There are many reasons for this speed.Which of the following is not one of those reasons?

Which of the following statements is true about ethnographic research?

Briefly discuss mechanical observation.What is it and why is it used? Describe two devices used for mechanical observation that do not require the respondent's direct participation.

In the department store patronage project,________ may be used to analyze magazine advertisements of the sponsoring and competing stores to compare their projected images.

Discuss how the researcher would code and analyze data obtained from a content analysis.

________ involves observation techniques where the researcher clearly defines the behaviors to be observed and the methods by which they will be measured.

The ability of the survey mode to reach the units specified in the sample effectively and efficiently refers to the ________.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Casual Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Non Comparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution, cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

Filters

Observational methods may be or .