Question 1

Mixed-mode surveys are also referred to as hybrid surveys.

Accepted Answer

A) True 
 B)False

Question 2

Research companies who select shopping malls for the purpose of conducting mall-intercept interviews tend to select malls:

Accepted Answer

A)  only in the largest cities 
B)  that have a regional versus local market area 
C)  where the crime rates are exceptionally low 
D)  in cities where interview cooperation rates are the highest 
E)  with a wide variety of shops 
A)  only in the largest cities 
B)  that have a regional versus local market area 
C)  where the crime rates are exceptionally low 
D)  in cities where interview cooperation rates are the highest 
E)  with a wide variety of shops

Question 3

It is believed that conducting an interview in the respondent's home improves the quality of the data and facilitates the rapport between interviewer and interviewee.

Accepted Answer

A) True 
 B)False

Question 4

Which type of interview technique offers the advantages in cost, quality, and speed?

Accepted Answer

A)  in-office interview 
B)  telephone interview 
C)  mall-intercept interview 
D)  in-home interview 
E)  "man-on-the-street" interview 
A)  in-office interview 
B)  telephone interview 
C)  mall-intercept interview 
D)  in-home interview 
E)  "man-on-the-street" interview

Question 5

One of the disadvantages of the person-administered survey is that the interviewer is able to respond to questions asked by respondents.

Accepted Answer

A) True 
 B)False

Question 6

"Paper-and-pencil" questionnaires are those administered by mall interviewers.

Accepted Answer

A) True 
 B)False

Question 7

When time is an important consideration, which data collection method is traditionally used?

Accepted Answer

A)  mail surveys 
B)  drop-off surveys 
C)  in-home interviews 
D)  telephone surveys 
E)  in-office interviews 
A)  mail surveys 
B)  drop-off surveys 
C)  in-home interviews 
D)  telephone surveys 
E)  in-office interviews

Question 8

Which of the following is NOT an advantage of computer-assisted interviews (CATI)?

Accepted Answer

A)  lack of quality control 
B)  eliminates human error potential 
C)  tabulations may be run at any point in the study 
D)  cost and time savings 
E)  eliminates need for editing completed questionnaires 
A)  lack of quality control 
B)  eliminates human error potential 
C)  tabulations may be run at any point in the study 
D)  cost and time savings 
E)  eliminates need for editing completed questionnaires

Question 9

In selecting the proper survey method, researchers balance:

Accepted Answer

A)  the cost of the project with what the client is willing to pay 
B)  the time limitation of the client with the speed at which surveys must be conducted in order to have a profitable research firm 
C)  the quality of information desired with the requirement to take advantage of today's technology 
D)  the quality of information desired with time deadlines and budget constraints 
E)  what their employer wants in addition to what the researchers want 
A)  the cost of the project with what the client is willing to pay 
B)  the time limitation of the client with the speed at which surveys must be conducted in order to have a profitable research firm 
C)  the quality of information desired with the requirement to take advantage of today's technology 
D)  the quality of information desired with time deadlines and budget constraints 
E)  what their employer wants in addition to what the researchers want

Question 10

Which of the following is NOT an advantage of the mail surveys?

Accepted Answer

A)  non-response 
B)  cost 
C)  no need for interviewer training 
D)  available mailing lists 
E)  no need for interviewer compensation 
A)  non-response 
B)  cost 
C)  no need for interviewer training 
D)  available mailing lists 
E)  no need for interviewer compensation

Question 11

When market researchers are explaining various data collection methods to their clients, they should inform them of the nonresponse problems and biases inherent with each option.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is NOT an advantage of self-administered surveys?

Accepted Answer

A)  reduced cost 
B)  respondent control over the pace of the survey 
C)  lack of interviewer evaluation 
D)  interviewer-evaluation apprehension 
E)  elicits more insightful information than face-to-face 
A)  reduced cost 
B)  respondent control over the pace of the survey 
C)  lack of interviewer evaluation 
D)  interviewer-evaluation apprehension 
E)  elicits more insightful information than face-to-face

Question 13

Which of the following is not a potential for concern with the telephone-interview method?

Accepted Answer

A)  misdialing 
B)  insufficient callbacks 
C)  reliability of pressure-sensitive screens 
D)  difficulty tracking actual hours worked 
E)  temptations to cheat 
A)  misdialing 
B)  insufficient callbacks 
C)  reliability of pressure-sensitive screens 
D)  difficulty tracking actual hours worked 
E)  temptations to cheat

Question 14

The primary disadvantage of computer-administered surveys is that:

Accepted Answer

A)  real-time data capture provides error-prone data. 
B)  because the data is entered directly into the computer, interview evaluation time is limited. 
C)  costs of design, programming, debugging, and set up are high. 
D)  a limited number of people have access to computers. 
E)  of respondent technology anxiety. 
A)  real-time data capture provides error-prone data. 
B)  because the data is entered directly into the computer, interview evaluation time is limited. 
C)  costs of design, programming, debugging, and set up are high. 
D)  a limited number of people have access to computers. 
E)  of respondent technology anxiety.

Question 15

One disadvantage of mall-intercept interviewing is:

Accepted Answer

A)  they require the cooperation of all stores in a mall 
B)  high turnover rates of interviewers 
C)  mall shoppers may not be representative of the target market population 
D)  interviewers are often distracted by mall activities 
E)  high assault rates of interviewers 
A)  they require the cooperation of all stores in a mall 
B)  high turnover rates of interviewers 
C)  mall shoppers may not be representative of the target market population 
D)  interviewers are often distracted by mall activities 
E)  high assault rates of interviewers

Question 16

Rapport building in a mall-intercept interview is stronger than that with an in-home interview because of the social aspect of a shopping mall.

Accepted Answer

A) True 
 B)False

Question 17

Obtaining copies of long-distance logs is one way to do a quality check with traditional telephone interviewing.

Accepted Answer

A) True 
 B)False

Question 18

A mall-intercept company generally has its offices located within a large shopping mall.

Accepted Answer

A) True 
 B)False

Question 19

Fully computerized interviews (not online) offer all the advantages of computer-driven interviewing and results can still be tabulated ongoing with daily downloads.

Accepted Answer

A) True 
 B)False

Question 20

Telephone surveys have the potential to provide a high-quality sample.

Accepted Answer

A) True 
 B)False

Mixed-mode surveys are also referred to as hybrid surveys.

Research companies who select shopping malls for the purpose of conducting mall-intercept interviews tend to select malls:

It is believed that conducting an interview in the respondent's home improves the quality of the data and facilitates the rapport between interviewer and interviewee.

Which type of interview technique offers the advantages in cost, quality, and speed?

One of the disadvantages of the person-administered survey is that the interviewer is able to respond to questions asked by respondents.

"Paper-and-pencil" questionnaires are those administered by mall interviewers.

When time is an important consideration, which data collection method is traditionally used?

Which of the following is NOT an advantage of computer-assisted interviews (CATI)?

In selecting the proper survey method, researchers balance:

Which of the following is NOT an advantage of the mail surveys?

When market researchers are explaining various data collection methods to their clients, they should inform them of the nonresponse problems and biases inherent with each option.

Which of the following is NOT an advantage of self-administered surveys?

Which of the following is not a potential for concern with the telephone-interview method?

The primary disadvantage of computer-administered surveys is that:

One disadvantage of mall-intercept interviewing is:

Rapport building in a mall-intercept interview is stronger than that with an in-home interview because of the social aspect of a shopping mall.

Obtaining copies of long-distance logs is one way to do a quality check with traditional telephone interviewing.

A mall-intercept company generally has its offices located within a large shopping mall.

Fully computerized interviews (not online) offer all the advantages of computer-driven interviewing and results can still be tabulated ongoing with daily downloads.

Telephone surveys have the potential to provide a high-quality sample.

Introducing Marketing Research

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Survey Measurement Scales

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters

Exam 6: Quantitative Data Collection Methods

Mixed-mode surveys are also referred to as hybrid surveys.

Research companies who select shopping malls for the purpose of conducting mall-intercept interviews tend to select malls:

It is believed that conducting an interview in the respondent's home improves the quality of the data and facilitates the rapport between interviewer and interviewee.

Which type of interview technique offers the advantages in cost, quality, and speed?

One of the disadvantages of the person-administered survey is that the interviewer is able to respond to questions asked by respondents.

"Paper-and-pencil" questionnaires are those administered by mall interviewers.

When time is an important consideration, which data collection method is traditionally used?

Which of the following is NOT an advantage of computer-assisted interviews (CATI)?

In selecting the proper survey method, researchers balance:

Which of the following is NOT an advantage of the mail surveys?

When market researchers are explaining various data collection methods to their clients, they should inform them of the nonresponse problems and biases inherent with each option.

Which of the following is NOT an advantage of self-administered surveys?

Which of the following is not a potential for concern with the telephone-interview method?

The primary disadvantage of computer-administered surveys is that:

One disadvantage of mall-intercept interviewing is:

Rapport building in a mall-intercept interview is stronger than that with an in-home interview because of the social aspect of a shopping mall.

Obtaining copies of long-distance logs is one way to do a quality check with traditional telephone interviewing.

A mall-intercept company generally has its offices located within a large shopping mall.

Fully computerized interviews (not online) offer all the advantages of computer-driven interviewing and results can still be tabulated ongoing with daily downloads.

Telephone surveys have the potential to provide a high-quality sample.

Introducing Marketing Research

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Survey Measurement Scales

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters