Question 1

To conduct an e-mail survey,the survey is written within the body of the e-mail message.

Accepted Answer

A) True 
 B)False

Question 2

Observing children playing with new toys is an example of unstructured observation.

Accepted Answer

A) True 
 B)False

Question 3

Which telephone interview method involves phoning a sample of respondents and asking them a series of questions with the interviewer using a paper questionnaire to record the responses with a pencil?

Accepted Answer

A)  traditional telephone 
B)  in-home 
C)  Internet 
D)  computer-assisted telephone interviewing (CATI) 
A)  traditional telephone 
B)  in-home 
C)  Internet 
D)  computer-assisted telephone interviewing (CATI)

Question 4

The use of physical stimuli is not limited in ________.

Accepted Answer

A)  traditional telephone interviews 
B)  mall-intercept interviews 
C)  e-mail surveys 
D)  CATI 
A)  traditional telephone interviews 
B)  mall-intercept interviews 
C)  e-mail surveys 
D)  CATI

Question 5

In the traditional mail interview,questionnaires are mailed to random potential respondents.

Accepted Answer

A) True 
 B)False

Question 6

A sampling frame is a representation of the elements of the target population.It consists of a list or set of directions for identifying the target population.

Accepted Answer

A) True 
 B)False

Question 7

What are the issues surrounding selecting the appropriate survey method for an international marketing research project (Table 6.6 in the text)?

Accepted Answer

No questionnaire administration method i

Question 8

Computer assisted personal interviews tend to be the most expensive mode of data collection per completed response.

Accepted Answer

A) True 
 B)False

Question 9

Discuss the personal interviewing methods.

Accepted Answer

Personal interviewing methods may be cat

Question 10

Which of the following marketing applications is not an example of trace analysis?

Accepted Answer

A)  The age and condition of cars in a parking lot were used to assess the affluence of customers. 
B)  The magazines people donated to charity were used to determine people's favorite magazines. 
C)  A sample of 100 magazines were examined to determine how the portrayal of women in U.S.magazine advertisements has changed over the past 10 years. 
D)  The selective erosion of tiles in a museum indexed by the replacement rate was used to determine the relative popularity of exhibits. 
A)  The age and condition of cars in a parking lot were used to assess the affluence of customers. 
B)  The magazines people donated to charity were used to determine people's favorite magazines. 
C)  A sample of 100 magazines were examined to determine how the portrayal of women in U.S.magazine advertisements has changed over the past 10 years. 
D)  The selective erosion of tiles in a museum indexed by the replacement rate was used to determine the relative popularity of exhibits.

Question 11

________ includes observation as well as analysis.

Accepted Answer

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

Question 12

Which personal interviewing method utilizes help screens and courteous error messages?

Accepted Answer

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

Question 13

Content analysis could be profitably employed in the analysis of structured questions.

Accepted Answer

A) True 
 B)False

Question 14

The potential for non-response bias increases as the response rate decreases.

Accepted Answer

A) True 
 B)False

Question 15

With computer automated telephone surveying,human intervention is needed to record the questions to be asked during the phone survey.

Accepted Answer

A) True 
 B)False

Question 16

It is best to view observation as a complement to survey methods,rather than as being in competition with them.

Accepted Answer

A) True 
 B)False

Question 17

Mail surveys,mail panels,e-mail,and Internet surveys require a large field force.

Accepted Answer

A) True 
 B)False

Question 18

Decisions related to the ________ portion of the mail interview package involve sponsorship,personalization,and type of appeal (Table 6.1 in the text).

Accepted Answer

A)  cover letter 
B)  outgoing envelope 
C)  questionnaire 
D)  incentive 
A)  cover letter 
B)  outgoing envelope 
C)  questionnaire 
D)  incentive

Question 19

What are the researcher's responsibilities with regards to anonymity in survey and observation research?

Accepted Answer

An ethical issue that is salient in surv

Question 20

Decisions related to "monetary versus non-monetary" and "prepaid versus promised amount" relate to which portion of the mail interview package?

Accepted Answer

A)  questionnaire 
B)  incentive 
C)  cover letter 
D)  outgoing envelope 
A)  questionnaire 
B)  incentive 
C)  cover letter 
D)  outgoing envelope

Exam 6: Descriptive Research Design: Survey and Observation

To conduct an e-mail survey,the survey is written within the body of the e-mail message.

Observing children playing with new toys is an example of unstructured observation.

Which telephone interview method involves phoning a sample of respondents and asking them a series of questions with the interviewer using a paper questionnaire to record the responses with a pencil?

The use of physical stimuli is not limited in ________.

In the traditional mail interview,questionnaires are mailed to random potential respondents.

A sampling frame is a representation of the elements of the target population.It consists of a list or set of directions for identifying the target population.

What are the issues surrounding selecting the appropriate survey method for an international marketing research project (Table 6.6 in the text)?

Computer assisted personal interviews tend to be the most expensive mode of data collection per completed response.

Discuss the personal interviewing methods.

Which of the following marketing applications is not an example of trace analysis?

________ includes observation as well as analysis.

Which personal interviewing method utilizes help screens and courteous error messages?

Content analysis could be profitably employed in the analysis of structured questions.

The potential for non-response bias increases as the response rate decreases.

With computer automated telephone surveying,human intervention is needed to record the questions to be asked during the phone survey.

It is best to view observation as a complement to survey methods,rather than as being in competition with them.

Mail surveys,mail panels,e-mail,and Internet surveys require a large field force.

Decisions related to the ________ portion of the mail interview package involve sponsorship,personalization,and type of appeal (Table 6.1 in the text).

What are the researcher's responsibilities with regards to anonymity in survey and observation research?

Decisions related to "monetary versus non-monetary" and "prepaid versus promised amount" relate to which portion of the mail interview package?

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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