Question 1

What interviews are conducted by running into people in a big shopping area and interviewing them face-to-face?

Accepted Answer

A) Mall-intercept interviews 
B) Door-to-door interviews 
C) Executive interviews 
D) Random interviews 
A) Mall-intercept interviews 
B) Door-to-door interviews 
C) Executive interviews 
D) Random interviews

Question 2

When a researcher uses an incomplete sampling frame for a study,this is referred to as __________.

Accepted Answer

A) surrogate information error 
B) selection error 
C) frame error 
D) none of these 
A) surrogate information error 
B) selection error 
C) frame error 
D) none of these

Question 3

The Bureau of the Census reported that a more accurate estimate of the total population in the U.S.could be accomplished by a carefully selected sample,rather than with a census.What broad classification of errors is the researcher indirectly alluding to?

Accepted Answer

A) random error 
B) selection error 
C) measurement error 
D) frame error 
E) none of these 
A) random error 
B) selection error 
C) measurement error 
D) frame error 
E) none of these

Question 4

When the researcher achieves a very low response rate,he/she should be concerned with ______________.

Accepted Answer

A) surrogate information error 
B) refusal rate error 
C) nonresponse bias (error) 
D) measurement instrument bias (error) 
E) response bias 
A) surrogate information error 
B) refusal rate error 
C) nonresponse bias (error) 
D) measurement instrument bias (error) 
E) response bias

Question 5

Which of the following does not match its recommended time limit for the mode of research?

Accepted Answer

A) Face-to-face (in-home, office): 25 minutes 
B) Telephone: 20 minutes 
C) Mall intercept: 15 minutes 
D) Online: 20 minutes 
E) Individual depth interview: 10 minutes 
A) Face-to-face (in-home, office): 25 minutes 
B) Telephone: 20 minutes 
C) Mall intercept: 15 minutes 
D) Online: 20 minutes 
E) Individual depth interview: 10 minutes

Question 6

All of the following are examples of sample design error except?

Accepted Answer

A) selection error 
B) frame error 
C) measurement bias error 
D) population specification error 
E) all of these are sample design errors 
A) selection error 
B) frame error 
C) measurement bias error 
D) population specification error 
E) all of these are sample design errors

Question 7

Interviewer error is a result of a problem with the questionnaire.

Accepted Answer

A) True 
 B)False

Question 8

In the pretesting of a questionnaire,a researcher finds that respondents perceive several of the questions as leading,and others as difficult to understand.If the researcher does not make the necessary revisions to the questionnaire,there will probably be a large amount of which of the following?

Accepted Answer

A) processing error 
B) interviewer error 
C) surrogate information error 
D) measurement instrument bias 
E) over-arching bias 
A) processing error 
B) interviewer error 
C) surrogate information error 
D) measurement instrument bias 
E) over-arching bias

Question 9

Mall-intercept interviews are no longer a common method for conducting personal interviews.

Accepted Answer

A) True 
 B)False

Question 10

When survey respondents deliberately falsify their income this is known as which type of bias?

Accepted Answer

A) interviewer bias 
B) nonresponse bias 
C) measurement instrument bias 
D) response bias 
E) selection bias 
A) interviewer bias 
B) nonresponse bias 
C) measurement instrument bias 
D) response bias 
E) selection bias

Question 11

One of the major causes of surrogate information error is failure to properly define the research problem.

Accepted Answer

A) True 
 B)False

Question 12

If the client needs to have survey results quickly,which of the following methods would be best?

Accepted Answer

A) Internet 
B) Mall Intercept 
C) Telephone 
D) Executive Interview 
A) Internet 
B) Mall Intercept 
C) Telephone 
D) Executive Interview

Question 13

A lateral study is one that questions the same respondents at different points in time.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is not a reason surveys have a high rate of usage 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 15

What refers to the extent to which the questionnaire follows a set sequence or order,has a predetermined wording of questions,and relies on closed-ended question?

Accepted Answer

A) Arrangement 
B) Structure 
C) Configuration 
D) Organization 
A) Arrangement 
B) Structure 
C) Configuration 
D) Organization

Question 16

Inability to probe is a major disadvantage of mail and self-administered interviews.

Accepted Answer

A) True 
 B)False

What interviews are conducted by running into people in a big shopping area and interviewing them face-to-face?

When a researcher uses an incomplete sampling frame for a study,this is referred to as __________.

The Bureau of the Census reported that a more accurate estimate of the total population in the U.S.could be accomplished by a carefully selected sample,rather than with a census.What broad classification of errors is the researcher indirectly alluding to?

When the researcher achieves a very low response rate,he/she should be concerned with ______________.

Which of the following does not match its recommended time limit for the mode of research?

All of the following are examples of sample design error except?

Interviewer error is a result of a problem with the questionnaire.

In the pretesting of a questionnaire,a researcher finds that respondents perceive several of the questions as leading,and others as difficult to understand.If the researcher does not make the necessary revisions to the questionnaire,there will probably be a large amount of which of the following?

Mall-intercept interviews are no longer a common method for conducting personal interviews.

When survey respondents deliberately falsify their income this is known as which type of bias?

One of the major causes of surrogate information error is failure to properly define the research problem.

If the client needs to have survey results quickly,which of the following methods would be best?

A lateral study is one that questions the same respondents at different points in time.

Which of the following is not a reason surveys have a high rate of usage in marketing research?

What refers to the extent to which the questionnaire follows a set sequence or order,has a predetermined wording of questions,and relies on closed-ended question?

Inability to probe is a major disadvantage of mail and self-administered interviews.

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

What interviews are conducted by running into people in a big shopping area and interviewing them face-to-face?

When a researcher uses an incomplete sampling frame for a study,this is referred to as __________.

The Bureau of the Census reported that a more accurate estimate of the total population in the U.S.could be accomplished by a carefully selected sample,rather than with a census.What broad classification of errors is the researcher indirectly alluding to?

When the researcher achieves a very low response rate,he/she should be concerned with ______________.

Which of the following does not match its recommended time limit for the mode of research?

All of the following are examples of sample design error except?

Interviewer error is a result of a problem with the questionnaire.

In the pretesting of a questionnaire,a researcher finds that respondents perceive several of the questions as leading,and others as difficult to understand.If the researcher does not make the necessary revisions to the questionnaire,there will probably be a large amount of which of the following?

Mall-intercept interviews are no longer a common method for conducting personal interviews.

When survey respondents deliberately falsify their income this is known as which type of bias?

One of the major causes of surrogate information error is failure to properly define the research problem.

If the client needs to have survey results quickly,which of the following methods would be best?

A lateral study is one that questions the same respondents at different points in time.

Which of the following is not a reason surveys have a high rate of usage in marketing research?

What refers to the extent to which the questionnaire follows a set sequence or order,has a predetermined wording of questions,and relies on closed-ended question?

Inability to probe is a major disadvantage of mail and self-administered interviews.

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