Question 1

Unstructured observation is most appropriate for conclusive research.

Accepted Answer

A) True 
 B)False

Question 2

Telephones offer access to geographically dispersed respondents and hard to reach areas.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following statements is not correct about computer-assisted telephone interviewing (CATI)?

Accepted Answer

A)  Interviewing time is reduced,data quality is enhanced,and the laborious steps in the data-collection process,coding questionnaires and entering the data into the computer,are eliminated. 
B)  The computer checks the responses for appropriateness and consistency. 
C)  Multiple questions appear on the screen at one time. 
D)  Interim and update reports on data collection or results can be provided almost instantaneously. 
A)  Interviewing time is reduced,data quality is enhanced,and the laborious steps in the data-collection process,coding questionnaires and entering the data into the computer,are eliminated. 
B)  The computer checks the responses for appropriateness and consistency. 
C)  Multiple questions appear on the screen at one time. 
D)  Interim and update reports on data collection or results can be provided almost instantaneously.

Question 4

Personal interviews conducted at central locations (mall intercept and CAPI)offer the least degree of environmental control.

Accepted Answer

A) True 
 B)False

Question 5

The most popular data-collection method is the structured direct survey.

Accepted Answer

A) True 
 B)False

Question 6

With the survey method of obtaining information respondents are asked a variety of questions regarding their behavior,intentions,attitudes,awareness,motivations,and demographic and lifestyle characteristics.

Accepted Answer

A) True 
 B)False

Question 7

Table 6.2 in the text provides a comparative evaluation of survey methods.Mall intercept surveys allow for diversity of questions.Which two additional methods are also shown as high on the diversity of question criteria?

Accepted Answer

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

Question 8

The random digit dialing (rdd)technique is used to overcome the bias of business and recent numbers.

Accepted Answer

A) True 
 B)False

Question 9

Discuss the traditional mail interview method and the typical mail interview package.

Accepted Answer

In the traditional mail interview,questi

Question 10

Limitations of e-mail surveys include all of the following except ________.

Accepted Answer

A)  Skipping instructions (e.g. ,"If the answer to question 5 is yes,go to question 9")must appear explicitly,just as on paper 
B)  There is inherent self-selection bias 
C)  Some e-mail software products limit the length of the body of an e-mail message 
D)  Questionnaires cannot utilize programmed skip patterns,logic checks,or randomization 
A)  Skipping instructions (e.g. ,"If the answer to question 5 is yes,go to question 9")must appear explicitly,just as on paper 
B)  There is inherent self-selection bias 
C)  Some e-mail software products limit the length of the body of an e-mail message 
D)  Questionnaires cannot utilize programmed skip patterns,logic checks,or randomization

Question 11

Which of the following is not a personal interview method?

Accepted Answer

A)  mall intercept 
B)  in-home 
C)  e-mail 
D)  computer-assisted personal interview (CAPI) 
A)  mall intercept 
B)  in-home 
C)  e-mail 
D)  computer-assisted personal interview (CAPI)

Question 12

Generally,the pantry audit is conducted in conjunction with one of the survey methods.

Accepted Answer

A) True 
 B)False

Question 13

In structured data collection,a formal questionnaire is prepared and the questions are asked in a prearranged order;thus the process is also direct.Direct means that the purpose of the project is not disclosed to the respondents.

Accepted Answer

A) True 
 B)False

Question 14

Nielsen uses audimeters attached to television sets to continually record what channel the set is tuned to.This is an example of ________.

Accepted Answer

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

Question 15

In the department store project,license plate observations could be used to establish the primary trading area of a shopping mall.Observers record the license plate numbers of the automobiles in a parking lot.This is an example of ________.

Accepted Answer

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

Question 16

According to Table 6.2 in the text,the comparative evaluation of survey methods,interviewers and supervisors involved in data collection refers to the ________ criteria.

Accepted Answer

A)  perceived anonymity 
B)  control of field force 
C)  social desirability/sensitive information 
D)  response rate 
A)  perceived anonymity 
B)  control of field force 
C)  social desirability/sensitive information 
D)  response rate

Question 17

According to Table 6.2 in the text,the comparative evaluation of survey methods,the tendency of the respondents to give answers that are socially acceptable whether or not they are true refers to the ________ criteria.

Accepted Answer

A)  control of field force 
B)  social desirability/sensitive information 
C)  response rate 
D)  perceived anonymity 
A)  control of field force 
B)  social desirability/sensitive information 
C)  response rate 
D)  perceived anonymity

Question 18

Electronic surveys can be conducted by e-mail or administered on the Internet or the Web.

Accepted Answer

A) True 
 B)False

Question 19

An example of structured observation would be an auditor performing inventory analysis in a store.

Accepted Answer

A) True 
 B)False

Question 20

Survey questionnaires may be administered in four major modes: (1)telephone interview, (2)personal interviews, (3)mall interviews,and (4)electronic interviews (Figure 6.1 in the text).

Accepted Answer

A) True 
 B)False

Exam 6: Descriptive Research Design: Survey and Observation

Unstructured observation is most appropriate for conclusive research.

Telephones offer access to geographically dispersed respondents and hard to reach areas.

Which of the following statements is not correct about computer-assisted telephone interviewing (CATI)?

Personal interviews conducted at central locations (mall intercept and CAPI)offer the least degree of environmental control.

The most popular data-collection method is the structured direct survey.

With the survey method of obtaining information respondents are asked a variety of questions regarding their behavior,intentions,attitudes,awareness,motivations,and demographic and lifestyle characteristics.

Table 6.2 in the text provides a comparative evaluation of survey methods.Mall intercept surveys allow for diversity of questions.Which two additional methods are also shown as high on the diversity of question criteria?

The random digit dialing (rdd)technique is used to overcome the bias of business and recent numbers.

Discuss the traditional mail interview method and the typical mail interview package.

Limitations of e-mail surveys include all of the following except ________.

Which of the following is not a personal interview method?

Generally,the pantry audit is conducted in conjunction with one of the survey methods.

In structured data collection,a formal questionnaire is prepared and the questions are asked in a prearranged order;thus the process is also direct.Direct means that the purpose of the project is not disclosed to the respondents.

Nielsen uses audimeters attached to television sets to continually record what channel the set is tuned to.This is an example of ________.

In the department store project,license plate observations could be used to establish the primary trading area of a shopping mall.Observers record the license plate numbers of the automobiles in a parking lot.This is an example of ________.

According to Table 6.2 in the text,the comparative evaluation of survey methods,interviewers and supervisors involved in data collection refers to the ________ criteria.

According to Table 6.2 in the text,the comparative evaluation of survey methods,the tendency of the respondents to give answers that are socially acceptable whether or not they are true refers to the ________ criteria.

Electronic surveys can be conducted by e-mail or administered on the Internet or the Web.

An example of structured observation would be an auditor performing inventory analysis in a store.

Survey questionnaires may be administered in four major modes: (1)telephone interview, (2)personal interviews, (3)mall interviews,and (4)electronic interviews (Figure 6.1 in the text).

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

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