Question 1

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

Accepted Answer

The answer of What are the issues surrounding selecting the...

Question 2

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

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) computer-assisted telephone interviewing (CATI) 
D) Internet

Question 4

The pantry audit is a type of audit where the researcher inventories the brands,quantities,and package sizes of products in a consumer's home.

Accepted Answer

A) True 
 B)False

Question 5

Less effort is required of the respondent in a personal interview than in a telephone or mail interview.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

A) If the observed phenomenon occurs frequently or is of short duration,observational methods may be cheaper and faster than survey methods. 
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) Coding,analysis,and interpretation of data are relatively simple.

Question 7

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

Accepted Answer

The answer of What are the researcher's responsibilities with regards...

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

The most serious disadvantage of observation is ________.

Accepted Answer

A) if the observed phenomenon occurs frequently or is of short duration,observational methods may be cheaper and faster than survey methods 
B) the reasons for the observed behavior may not be determined because little is known about the underlying motives,beliefs,attitudes,and preferences 
C) observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior 
D) observational data is often time consuming and expensive and it is difficult to observe certain forms of behavior,such as personal activities

Question 12

Voice pitch analysis measures emotional reactions through changes in the respondent's voice and is a type of mechanical observation.

Accepted Answer

A) True 
 B)False

Question 13

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

Question 14

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) personal observation 
C) content analysis 
D) trace analysis

Question 15

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 16

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

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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 19

The various data-collection modes are mutually exclusive.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is not mentioned as a disadvantage of social media for conducting surveys?

Accepted Answer

A) surveys do not address the responses from nonusers of social media 
B) survey administration is difficult to control. 
C) inability to field more complex questions 
D) response rates may be low 
E) confidentiality is an issue

Exam 6: Descriptive Research Design: Survey and Observation

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

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?

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 pantry audit is a type of audit where the researcher inventories the brands,quantities,and package sizes of products in a consumer's home.

Less effort is required of the respondent in a personal interview than in a telephone or mail interview.

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

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

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

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

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

The most serious disadvantage of observation is ________.

Voice pitch analysis measures emotional reactions through changes in the respondent's voice and is a type of mechanical observation.

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

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 ________.

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.

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

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

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

The various data-collection modes are mutually exclusive.

Which of the following is not mentioned as a disadvantage of social media for conducting surveys?