Question 1

Most marketing research is completely error free.

Accepted Answer

A) True 
 B)False

Question 2

What types of error would be most likely in each of the following circumstances?
a.telephone survey using only a telephone book
b.having members of the Dallas Cowboys Cheerleading Squad administer mall
intercept interviews asking respondents how much they spend on eating out in a
year
c.mail survey of physicians "Please indicate your annual household income."
$ _________________

Accepted Answer

a.sample frame error,especially if the t

Question 3

Mail surveys are a type of self-administered questionnaire.

Accepted Answer

A) True 
 B)False

Question 4

Explain the major disadvantage with self-administrated questionnaires.

Accepted Answer

There is no interviewer present for the

Question 5

Which of the following is an example of a self-administered questionnaire?

Accepted Answer

A) telephone survey 
B) door-to-door survey 
C) mail survey 
D) mall intercept 
E) depth interview 
A) telephone survey 
B) door-to-door survey 
C) mail survey 
D) mall intercept 
E) depth interview

Question 6

A questionnaire that is not computer coded,thereby increasing the complexity of inputting the questionnaire data into a database,will probably suffer from which of the following?

Accepted Answer

A) processing error 
B) interviewer error 
C) surrogate information error 
D) measurement instrument bias 
E) big data error 
A) processing error 
B) interviewer error 
C) surrogate information error 
D) measurement instrument bias 
E) big data error

Question 7

What are the major factors that determine the selection of a particular survey method?

Accepted Answer

The factors are outl

Question 8

Why is it important to consider measurement error in survey research?

Accepted Answer

Measurement error occurs when there is a

Question 9

If the client needs to have survey results quickly,the Internet is not the best choice.

Accepted Answer

A) True 
 B)False

Question 10

Interviewers are typically the main interface with consumers and are,therefore,a vital link to consumer cooperation.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following errors can be reduced only by increasing the sample size?

Accepted Answer

A) systematic error 
B) random sampling error 
C) frame error 
D) response bias 
E) selection error 
A) systematic error 
B) random sampling error 
C) frame error 
D) response bias 
E) selection error

Question 12

A manufacturer of desserts tested a new five-minute dessert on working females.A marketing research firm was employed to measure consumer response to the dessert.The results of the survey were dismal.The manufacturer was sure the new quickie dessert would be appealing to working females.A follow-up focus group revealed that working females without children were not interested in the new idea,but working females with children were.What kind of error was evident in the initial survey?

Accepted Answer

A) sample frame error 
B) random error 
C) population specification error 
D) surrogate information error 
E) none of these 
A) sample frame error 
B) random error 
C) population specification error 
D) surrogate information error 
E) none of these

Question 13

When interviewers falsify data,the type of error introduced is interviewer error.

Accepted Answer

A) True 
 B)False

Question 14

Using a phone book as a sampling frame would not result in sampling frame error.

Accepted Answer

A) True 
 B)False

Question 15

Surveys have a low rate of usage in marketing research compared to other means of data collection.

Accepted Answer

A) True 
 B)False

Question 16

Random digit dialing that includes cell phones may yield a more efficient sample than a mail survey.

Accepted Answer

A) True 
 B)False

Question 17

A potential marketing research client contacts a supplier about a possible survey.It seems that the client is interested in establishing a snow skiing equipment business in Arkansas and wants to survey Arkie snow skiers to get an estimate on potential.The consultant tells the potential client that such a survey may not be feasible,or at best would be very time consuming and expensive.What is the basis of the consultant's response.

Accepted Answer

The researcher's response is because suc

Question 18

To determine how the same group of respondents feels at different points of time,the researcher must use what kind of study?

Accepted Answer

A)  mail 
B)  Internet 
C)  telephone 
D)  longitudinal 
A)  mail 
B)  Internet 
C)  telephone 
D)  longitudinal

Question 19

Measurement instrument bias is a type of sample design error.

Accepted Answer

A) True 
 B)False

Question 20

_____________ results from mistakes or problems in the research design.

Accepted Answer

A) Systematic error 
B) Processing error 
C) Interviewer error 
D) Random error 
E) None of these 
A) Systematic error 
B) Processing error 
C) Interviewer error 
D) Random error 
E) None of these

Most marketing research is completely error free.

Mail surveys are a type of self-administered questionnaire.

Explain the major disadvantage with self-administrated questionnaires.

Which of the following is an example of a self-administered questionnaire?

A questionnaire that is not computer coded,thereby increasing the complexity of inputting the questionnaire data into a database,will probably suffer from which of the following?

What are the major factors that determine the selection of a particular survey method?

Why is it important to consider measurement error in survey research?

If the client needs to have survey results quickly,the Internet is not the best choice.

Interviewers are typically the main interface with consumers and are,therefore,a vital link to consumer cooperation.

Which of the following errors can be reduced only by increasing the sample size?

When interviewers falsify data,the type of error introduced is interviewer error.

Using a phone book as a sampling frame would not result in sampling frame error.

Surveys have a low rate of usage in marketing research compared to other means of data collection.

Random digit dialing that includes cell phones may yield a more efficient sample than a mail survey.

To determine how the same group of respondents feels at different points of time,the researcher must use what kind of study?

Measurement instrument bias is a type of sample design error.

_____________ results from mistakes or problems in the research design.

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

Most marketing research is completely error free.

Mail surveys are a type of self-administered questionnaire.

Explain the major disadvantage with self-administrated questionnaires.

Which of the following is an example of a self-administered questionnaire?

A questionnaire that is not computer coded,thereby increasing the complexity of inputting the questionnaire data into a database,will probably suffer from which of the following?

What are the major factors that determine the selection of a particular survey method?

Why is it important to consider measurement error in survey research?

If the client needs to have survey results quickly,the Internet is not the best choice.

Interviewers are typically the main interface with consumers and are,therefore,a vital link to consumer cooperation.

Which of the following errors can be reduced only by increasing the sample size?

When interviewers falsify data,the type of error introduced is interviewer error.

Using a phone book as a sampling frame would not result in sampling frame error.

Surveys have a low rate of usage in marketing research compared to other means of data collection.

Random digit dialing that includes cell phones may yield a more efficient sample than a mail survey.

To determine how the same group of respondents feels at different points of time,the researcher must use what kind of study?

Measurement instrument bias is a type of sample design error.

_____________ results from mistakes or problems in the research design.

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