Question 1

The fact that not every household has a published phone number can cause which type of error in telephone surveys?

Accepted Answer

A) sample frame error 
B) random error 
C) population specification error 
D) surrogate information error 
E) surrogate sampling variation 
A) sample frame error 
B) random error 
C) population specification error 
D) surrogate information error 
E) surrogate sampling variation A

Question 2

Which of the following data collection techniques can produce excellent sample quality?

Accepted Answer

A) mail surveys 
B) mall intercept 
C) central location telephone 
D) self-administered interviews 
E) executive interviews 
A) mail surveys 
B) mall intercept 
C) central location telephone 
D) self-administered interviews 
E) executive interviews C

Question 3

This type of sample design error can occur even when the population is correctly specified and a proper sample frame is being used.

Accepted Answer

A) measurement error 
B) interviewer error 
C) processing error 
D) selection error 
E) nonsystematic error 
A) measurement error 
B) interviewer error 
C) processing error 
D) selection error 
E) nonsystematic error D

Question 4

Random-digit dialing enables market researchers to reach households with unlisted phone numbers.

Accepted Answer

A) True 
 B)False

Question 5

The total amount of error in a particular project involving a survey is referred to as random error.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is an advantage of CATI?

Accepted Answer

A) the interviewing process can be monitored 
B) the computer can help customize questionnaires 
C) eliminating selection bias 
D) computer tabulation of data can occur at any time 
E) All of these are advantages of CATI. 
A) the interviewing process can be monitored 
B) the computer can help customize questionnaires 
C) eliminating selection bias 
D) computer tabulation of data can occur at any time 
E) All of these are advantages of CATI.

Question 7

Measurement error is often a more serious threat to survey accuracy than is random error.

Accepted Answer

A) True 
 B)False

Question 8

It is possible for respondents to falsify answers unconsciously.

Accepted Answer

A) True 
 B)False

Question 9

Collecting information such as consumer demographics and lifestyle characteristics would be illustrative of which reason for the high usage of surveys in marketing research?

Accepted Answer

A) the need to know why certain things are done or not done 
B) the need to know who does certain things 
C) the need to explain cause and effect relationships 
D) the need to know how consumers make decisions 
E) All are reasons for the high rate of usage of surveys in marketing research 
A) the need to know why certain things are done or not done 
B) the need to know who does certain things 
C) the need to explain cause and effect relationships 
D) the need to know how consumers make decisions 
E) All are reasons for the high rate of usage of surveys in marketing research

Question 10

Self-administered interviews are often used in malls or other central locations where the researcher has access to a captive audience.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is currently the least popular type of data collection?

Accepted Answer

A) Internet surveys 
B) mall-intercept interviews 
C) door-to-door interviews 
D) telephone surveys 
A) Internet surveys 
B) mall-intercept interviews 
C) door-to-door interviews 
D) telephone surveys

Question 12

Door-to-door interviews were at one time thought to be the best survey method.

Accepted Answer

A) True 
 B)False

Question 13

__________ is the industrial equivalent of door-to-door interviewing.

Accepted Answer

A) Mall-intercept interviewing 
B) Telephone interviewing 
C) Corporate interview 
D) Executive interview 
A) Mall-intercept interviewing 
B) Telephone interviewing 
C) Corporate interview 
D) Executive interview

Question 14

A researcher who wants to use probing should consider using which type of questionnaire?

Accepted Answer

A) mail 
B) Internet 
C) telephone 
D) Kiosk questionnaire 
A) mail 
B) Internet 
C) telephone 
D) Kiosk questionnaire

Question 15

The difference between the sample value and the true value in the population under study is referred to as _______.

Accepted Answer

A) sampling error 
B) random error 
C) measurement error 
D) chance correlation 
E) none of these 
A) sampling error 
B) random error 
C) measurement error 
D) chance correlation 
E) none of these

Question 16

A marketing researcher subcontracts the data collection process to a field services firm.After the data is collected,the researcher is editing the questionnaires,and finds a large number of mistakes.In many cases skip patterns were not followed,and difficult questions were often skipped.The researcher contacts several of the persons that did the interviewing and finds that they received little,and in some cases,no training or supervision.What kind of error is evident here?

Accepted Answer

A) processing error 
B) interviewer error (bias) 
C) surrogate information error 
D) measurement instrument bias 
E) sampling error 
A) processing error 
B) interviewer error (bias) 
C) surrogate information error 
D) measurement instrument bias 
E) sampling error

Question 17

The quality of data is measured in terms of validity and reliability.

Accepted Answer

A) True 
 B)False

Question 18

A client is contracting with a marketing research supplier concerning a survey that would be answered multiple times over a period of time.Which of the non-Internet forms of survey research would be most appropriate?

Accepted Answer

Longitudinal research can best be accomp

Question 19

Which of the following is not a determination of the survey method?

Accepted Answer

A) sampling precision 
B) quality of data 
C) budget 
D) length of questionnaire 
E) all of these are determinations of the survey method 
A) sampling precision 
B) quality of data 
C) budget 
D) length of questionnaire 
E) all of these are determinations of the survey method

Question 20

A researcher hired 20 interviewers to conduct door-to-door interviews in a particular city.In the process of verifying the responses for one of the interviewers,the researcher found that the interviewer surveyed consecutive houses in a particular subdivision,instead of selecting every third house.What kind of error has occurred here?

Accepted Answer

A) selection error 
B) measurement error 
C) processing error 
D) interviewer error 
E) surrogate information error 
A) selection error 
B) measurement error 
C) processing error 
D) interviewer error 
E) surrogate information error

The fact that not every household has a published phone number can cause which type of error in telephone surveys?

Which of the following data collection techniques can produce excellent sample quality?

This type of sample design error can occur even when the population is correctly specified and a proper sample frame is being used.

Random-digit dialing enables market researchers to reach households with unlisted phone numbers.

The total amount of error in a particular project involving a survey is referred to as random error.

Which of the following is an advantage of CATI?

Measurement error is often a more serious threat to survey accuracy than is random error.

It is possible for respondents to falsify answers unconsciously.

Collecting information such as consumer demographics and lifestyle characteristics would be illustrative of which reason for the high usage of surveys in marketing research?

Self-administered interviews are often used in malls or other central locations where the researcher has access to a captive audience.

Which of the following is currently the least popular type of data collection?

Door-to-door interviews were at one time thought to be the best survey method.

__________ is the industrial equivalent of door-to-door interviewing.

A researcher who wants to use probing should consider using which type of questionnaire?

The difference between the sample value and the true value in the population under study is referred to as _______.

The quality of data is measured in terms of validity and reliability.

A client is contracting with a marketing research supplier concerning a survey that would be answered multiple times over a period of time.Which of the non-Internet forms of survey research would be most appropriate?

Which of the following is not a determination of the survey method?

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters

Exam 6: Traditional Survey Research

The fact that not every household has a published phone number can cause which type of error in telephone surveys?

Which of the following data collection techniques can produce excellent sample quality?

This type of sample design error can occur even when the population is correctly specified and a proper sample frame is being used.

Random-digit dialing enables market researchers to reach households with unlisted phone numbers.

The total amount of error in a particular project involving a survey is referred to as random error.

Which of the following is an advantage of CATI?

Measurement error is often a more serious threat to survey accuracy than is random error.

It is possible for respondents to falsify answers unconsciously.

Collecting information such as consumer demographics and lifestyle characteristics would be illustrative of which reason for the high usage of surveys in marketing research?

Self-administered interviews are often used in malls or other central locations where the researcher has access to a captive audience.

Which of the following is currently the least popular type of data collection?

Door-to-door interviews were at one time thought to be the best survey method.

__________ is the industrial equivalent of door-to-door interviewing.

A researcher who wants to use probing should consider using which type of questionnaire?

The difference between the sample value and the true value in the population under study is referred to as _______.

The quality of data is measured in terms of validity and reliability.

A client is contracting with a marketing research supplier concerning a survey that would be answered multiple times over a period of time.Which of the non-Internet forms of survey research would be most appropriate?

Which of the following is not a determination of the survey method?

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters