Question 1

Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?

Accepted Answer

A) Accuracy 
B) Cost 
C) Speed 
D) Versatility 
E) Ease of data collection 
A) Accuracy 
B) Cost 
C) Speed 
D) Versatility 
E) Ease of data collection

Question 2

Demographic and socioeconomic characteristics

Accepted Answer

A) can be called states of being. 
B) represent attributes of people. 
C) are all easily verifiable. 
D) Both a and b. 
E) a,b,and c. 
A) can be called states of being. 
B) represent attributes of people. 
C) are all easily verifiable. 
D) Both a and b. 
E) a,b,and c.

Question 3

Attitudes and opinions

Accepted Answer

A) may be treated interchangeably. 
B) are both verbal expressions of internal feelings. 
C) are not related in any way to behavior. 
D) reflect intentions to purchase. 
E) are best determined by observation. 
A) may be treated interchangeably. 
B) are both verbal expressions of internal feelings. 
C) are not related in any way to behavior. 
D) reflect intentions to purchase. 
E) are best determined by observation.

Question 4

The observation method

Accepted Answer

A) cannot measure all consumer characteristics precisely but can give very good estimates for awareness,intentions,motivations,and past behavior. 
B) is limited in that only behaviors can be observed. 
C) is considered to be more objective than the communication method. 
D) is a faster means of data collection than the communication method because a detailed questionnaire does not have to be prepared,and observers can quickly record many observations. 
E) requires development of sophisticated procedures to be effective. 
A) cannot measure all consumer characteristics precisely but can give very good estimates for awareness,intentions,motivations,and past behavior. 
B) is limited in that only behaviors can be observed. 
C) is considered to be more objective than the communication method. 
D) is a faster means of data collection than the communication method because a detailed questionnaire does not have to be prepared,and observers can quickly record many observations. 
E) requires development of sophisticated procedures to be effective.

Question 5

The ability of a data collection technique to provide many types of primary data is known as ____________________.

Accepted Answer

The answer of The ability of a data collection technique...

Question 6

Discuss the two basic means of obtaining primary data.

Accepted Answer

The two basic means of obtaining primary

Question 7

One of the common indices used to measure the short-term success and impact of an ad is "day after recall."

Accepted Answer

A) True 
 B)False

Question 8

Demographic and socioeconomic characteristics can also be called

Accepted Answer

A) states of being,because they represent attributes of people. 
B) patterns of behavior,because they describe actions of people. 
C) motives or energizers. 
D) anticipated behavior,because they predict the actions of people. 
E) goal indicators,because they reflect social goals. 
A) states of being,because they represent attributes of people. 
B) patterns of behavior,because they describe actions of people. 
C) motives or energizers. 
D) anticipated behavior,because they predict the actions of people. 
E) goal indicators,because they reflect social goals.

Question 9

Which of the following is a life-style characteristic?

Accepted Answer

A) Social class 
B) Interests 
C) Attitudes 
D) Home ownership 
E) Age 
A) Social class 
B) Interests 
C) Attitudes 
D) Home ownership 
E) Age

Question 10

Which of the following is FALSE?

Accepted Answer

A) AIO research attempts to identify groups of consumers who are likely to behave similarly toward a product and have similar life-style profiles. 
B) A problem marketers have with using psychographics is that the categories of users vary across individual products. 
C) The purpose of value and life-style research is to create a standard psychographic framework that can be used for a variety of products. 
D) Attitude is one of the more important notions in marketing since it is generally felt that attitudes are related to behavior. 
E) When marketers speak of product awareness and product knowledge they are considering two different constructs. 
A) AIO research attempts to identify groups of consumers who are likely to behave similarly toward a product and have similar life-style profiles. 
B) A problem marketers have with using psychographics is that the categories of users vary across individual products. 
C) The purpose of value and life-style research is to create a standard psychographic framework that can be used for a variety of products. 
D) Attitude is one of the more important notions in marketing since it is generally felt that attitudes are related to behavior. 
E) When marketers speak of product awareness and product knowledge they are considering two different constructs.

Question 11

Which of the following is an advantage of the observational method over the communication method of gathering primary data?

Accepted Answer

A) Versatility 
B) Speed 
C) Cost savings 
D) Objectivity 
E) None of the above. 
A) Versatility 
B) Speed 
C) Cost savings 
D) Objectivity 
E) None of the above.

Question 12

Which of the following is NOT an example of data collected by communication?

Accepted Answer

A) Supermarket scanner data 
B) Telephone interview data 
C) Confidential survey questionnaire data 
D) National Purchase Diary data 
E) Omnibus panel data 
A) Supermarket scanner data 
B) Telephone interview data 
C) Confidential survey questionnaire data 
D) National Purchase Diary data 
E) Omnibus panel data

Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?

Demographic and socioeconomic characteristics

Attitudes and opinions

The observation method

The ability of a data collection technique to provide many types of primary data is known as ____________________.

Discuss the two basic means of obtaining primary data.

One of the common indices used to measure the short-term success and impact of an ad is "day after recall."

Demographic and socioeconomic characteristics can also be called

Which of the following is a life-style characteristic?

Which of the following is FALSE?

Which of the following is an advantage of the observational method over the communication method of gathering primary data?

Which of the following is NOT an example of data collected by communication?

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters

Exam 9: Collecting Primary Data

Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection?

Demographic and socioeconomic characteristics

Attitudes and opinions

The observation method

The ability of a data collection technique to provide many types of primary data is known as ____________________.

Discuss the two basic means of obtaining primary data.

One of the common indices used to measure the short-term success and impact of an ad is "day after recall."

Demographic and socioeconomic characteristics can also be called

Which of the following is a life-style characteristic?

Which of the following is FALSE?

Which of the following is an advantage of the observational method over the communication method of gathering primary data?

Which of the following is NOT an example of data collected by communication?

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters