Question 1

A group self-administered survey entails administering a questionnaire to respondents in groups rather than individually:

Accepted Answer

A) to maximize respondent time and effort. 
B) for convenience and to gain economies of scale. 
C) to benefit from groupthink and opinions. 
D) to maximize interviewer costs of administration.

Question 2

If a respondent is required to actually use a product in a realistic setting,________ may be the only data collection method that will work.

Accepted Answer

A) in-home interviews 
B) mall intercepts 
C) focus groups 
D) online surveys

Question 3

The rise of technology and the ________ by consumers underlie a troublesome data collection dilemma faced by marketing researchers all over the globe.

Accepted Answer

A) rapid adoption of sophisticated personal communication systems 
B) rapid adoption of social media 
C) Internet privacy concerns 
D) rise of new communications technologies

Question 4

Which type of company dominates the data collection landscape?

Accepted Answer

A) Social media research companies 
B) Panel companies 
C) Micromarketing companies 
D) Media research companies

Question 5

The immediate capture of data by computer-administered surveys is both an important advantage and disadvantage of this data collection mode.

Accepted Answer

A) True 
 B)False

Question 6

The advantages of cost,quality,and speed are characterized by the:

Accepted Answer

A) Mall-intercept interview. 
B) In-home interview. 
C) Telephone interview. 
D) In-office interview.

Question 7

Two primary reasons for the technology push are the rising costs of traditional data collection such as CATI and consumers' adoption of new communication systems.

Accepted Answer

A) True 
 B)False

Question 8

Key advantages of surveys include standardization,ease of administration,ability to tap the"unseen,"suitability to tabulation and statistical analysis,and sensitivity to subgroup differences.

Accepted Answer

A) True 
 B)False

Question 9

Regardless of which variation of computer-assisted surveys is considered,at least four advantages of computer-assisted surveys are evident.Which of the following is NOT an advantage of computer-assisted surveys?

Accepted Answer

A) Speed 
B) Relatively error-free 
C) Technical skills requirement 
D) Able to capture data in real-time

Question 10

When an interviewer reads questions,either face-to-face or over the telephone,to the respondent and records his or her answers without the use of a computer this is what type of data collection?

Accepted Answer

A) Computer-administered survey 
B) Self-administered survey 
C) Person-administered survey 
D) Computer assisted

Question 11

Panelists do not provide large amounts of demographic,lifestyle,purchase behavior,and other descriptive information as part of the sign-up process,which is a major drawback of using panel companies.

Accepted Answer

A) True 
 B)False

Question 12

Personal interviewers should not adapt to differences in respondents,since it may result in alteration of the meaning of a question.

Accepted Answer

A) True 
 B)False

Question 13

Compared to observation or other qualitative methods,________ allow the collection of significant amounts of data in a systematic,economical,and efficient manner,and they typically involve large sample sizes.

Accepted Answer

A) survey methods 
B) focus group methods 
C) neuromarketing methods 
D) mixed methods

Question 14

Interview evaluation may occur when another person is involved in the interviewing process and some respondents are apprehensive that they are answering"correctly."

Accepted Answer

A) True 
 B)False

Question 15

Rising nonresponse rates have caused marketing researchers to rethink the use of:

Accepted Answer

A) traditional paper surveys. 
B) software technologies. 
C) focus groups. 
D) traditional data collection methods.

Question 16

________ allows for recruitment and training to be conducted at a central location,monitoring of the actual interviews by a supervisor,checking of completed interviews"on the spot,"and control of interviewers' schedules.

Accepted Answer

A) Call center surveying 
B) Central location telephone surveying 
C) Remote telephone interviewing 
D) Central location mall intercepts

Question 17

Computer-administered surveys provide a variety of advantages.Which of the following is NOT one of those advantages?

Accepted Answer

A) Many user-friendly features 
B) Relatively inexpensive 
C) High qualification rates of respondents 
D) Reduction of interview evaluation concern in respondents

Question 18

Data collection method constraints and realities tend to diminish data quality.

Accepted Answer

A) True 
 B)False

Question 19

Knowing that even the most sophisticated techniques of analysis cannot make up for poor data,the researcher must attempt to choose a survey method that achieves the highest quality of data allowable.

Accepted Answer

A) True 
 B)False

Question 20

A disadvantage of the mall-intercept survey is:

Accepted Answer

A) Difficult to obtain permission of mall management. 
B) Unreliability of mall-intercept interviewers. 
C) Mall shoppers may not be representative of the target market population. 
D) Interviewers in mall-intercept studies are often distracted by mall activities.

Exam 7: Evaluating Survey Data Collection Methods

A group self-administered survey entails administering a questionnaire to respondents in groups rather than individually:

If a respondent is required to actually use a product in a realistic setting,________ may be the only data collection method that will work.

The rise of technology and the ________ by consumers underlie a troublesome data collection dilemma faced by marketing researchers all over the globe.

Which type of company dominates the data collection landscape?

The immediate capture of data by computer-administered surveys is both an important advantage and disadvantage of this data collection mode.

The advantages of cost,quality,and speed are characterized by the:

Two primary reasons for the technology push are the rising costs of traditional data collection such as CATI and consumers' adoption of new communication systems.

Key advantages of surveys include standardization,ease of administration,ability to tap the"unseen,"suitability to tabulation and statistical analysis,and sensitivity to subgroup differences.

Regardless of which variation of computer-assisted surveys is considered,at least four advantages of computer-assisted surveys are evident.Which of the following is NOT an advantage of computer-assisted surveys?

When an interviewer reads questions,either face-to-face or over the telephone,to the respondent and records his or her answers without the use of a computer this is what type of data collection?

Panelists do not provide large amounts of demographic,lifestyle,purchase behavior,and other descriptive information as part of the sign-up process,which is a major drawback of using panel companies.

Personal interviewers should not adapt to differences in respondents,since it may result in alteration of the meaning of a question.

Compared to observation or other qualitative methods,________ allow the collection of significant amounts of data in a systematic,economical,and efficient manner,and they typically involve large sample sizes.

Interview evaluation may occur when another person is involved in the interviewing process and some respondents are apprehensive that they are answering"correctly."

Rising nonresponse rates have caused marketing researchers to rethink the use of:

________ allows for recruitment and training to be conducted at a central location,monitoring of the actual interviews by a supervisor,checking of completed interviews"on the spot,"and control of interviewers' schedules.

Computer-administered surveys provide a variety of advantages.Which of the following is NOT one of those advantages?

Data collection method constraints and realities tend to diminish data quality.

Knowing that even the most sophisticated techniques of analysis cannot make up for poor data,the researcher must attempt to choose a survey method that achieves the highest quality of data allowable.

A disadvantage of the mall-intercept survey is: