Question 1

Which of the following is FALSE?

Accepted Answer

A) Structured-undisguised questioning produces more reliable results,although this greater reliability may be obtained at the loss of some validity. 
B) When replies are limited to fixed answers as in structured-undisguised questionnaires,there is the minimum possibility for the respondent to misunderstand the meaning intended by the interviewer and visa versa. 
C) The responses as well as the questions are standardized in a structured-undisguised questionnaire. 
D) One shortcoming of the structured-undisguised question is that it often does not allow an expression of strength and feeling. 
E) In structured questions the frame of reference is often obvious from the alternatives. 
A) Structured-undisguised questioning produces more reliable results,although this greater reliability may be obtained at the loss of some validity. 
B) When replies are limited to fixed answers as in structured-undisguised questionnaires,there is the minimum possibility for the respondent to misunderstand the meaning intended by the interviewer and visa versa. 
C) The responses as well as the questions are standardized in a structured-undisguised questionnaire. 
D) One shortcoming of the structured-undisguised question is that it often does not allow an expression of strength and feeling. 
E) In structured questions the frame of reference is often obvious from the alternatives.

Question 2

You must conduct research to find out a great deal of information about potential customers.You need a minimum of 300 people and you know that you don't have a lot of money to conduct the research,so you will use

Accepted Answer

A) in-office personal interviews. 
B) in-home personal interviews. 
C) focus group interviews. 
D) mail questionnaire. 
E) observation research. 
A) in-office personal interviews. 
B) in-home personal interviews. 
C) focus group interviews. 
D) mail questionnaire. 
E) observation research.

Question 3

Which of the following are advantages of highly structured questionnaires?

Accepted Answer

A) They are simple to administer. 
B) They are relatively straight forward. 
C) There is no need for extensive interviewer training. 
D) a,b,and c. 
E) None of the above are advantages of highly structured questionnaires 
A) They are simple to administer. 
B) They are relatively straight forward. 
C) There is no need for extensive interviewer training. 
D) a,b,and c. 
E) None of the above are advantages of highly structured questionnaires

Question 4

The responses as well as questions are standardized in a(n)

Accepted Answer

A) unstructured-disguised questionnaire. 
B) unstructured-undisguised questionnaire. 
C) structured-undisguised questionnaire. 
D) depth interview. 
E) focus group. 
A) unstructured-disguised questionnaire. 
B) unstructured-undisguised questionnaire. 
C) structured-undisguised questionnaire. 
D) depth interview. 
E) focus group.

Question 5

An environmental research group,using the fixed-alternative format,interviews people about their recycling practices in order to determine support for a ban on non-returnable bottles.The format of this questionnaire is

Accepted Answer

A) structured-disguised. 
B) unstructured-disguised. 
C) structured-undisguised. 
D) unstructured-undisguised. 
E) unstructured-open ended. 
A) structured-disguised. 
B) unstructured-disguised. 
C) structured-undisguised. 
D) unstructured-undisguised. 
E) unstructured-open ended.

Question 6

Current estimates suggest that over ____ percent of households have registered with the National Do-Not-Call (DNC)Registry.

Accepted Answer

A) 25 
B) 40 
C) 50 
D) 75 
E) 90 
A) 25 
B) 40 
C) 50 
D) 75 
E) 90

Question 7

Which technique allows you to achieve the benefits of random digit dialing by adding some randomly determined number to the telephone number drawn from the telephone directory?

Accepted Answer

A) Plus-one sampling 
B) Plus random number dialing 
C) Random "1" digit dialing 
D) Telephone dialing 
E) None of the above. 
A) Plus-one sampling 
B) Plus random number dialing 
C) Random "1" digit dialing 
D) Telephone dialing 
E) None of the above.

Question 8

After John purchased his new car,the car dealer sent him a new owner satisfaction survey,which consisted of several statements about his car,which John was to indicate agreement or disagreement with by checking the appropriate boxes.This survey is

Accepted Answer

A) unstructured-undisguised. 
B) structured-undisguised 
C) sentence completion. 
D) structured-undisguised. 
E) word association. 
A) unstructured-undisguised. 
B) structured-undisguised 
C) sentence completion. 
D) structured-undisguised. 
E) word association.

Question 9

The depth interview

Accepted Answer

A) causes severe problems in analysis. 
B) requires highly skilled interviewers. 
C) lacks structure. 
D) All of the above. 
E) None of the above. 
A) causes severe problems in analysis. 
B) requires highly skilled interviewers. 
C) lacks structure. 
D) All of the above. 
E) None of the above.

Question 10

In general,which of the following methods of data collection is the most costly?

Accepted Answer

A) Telephone interviewing 
B) Direct mail questionnaires 
C) Computer-aided interviewing 
D) In-home personal interviewing 
E) Mall intercepts 
A) Telephone interviewing 
B) Direct mail questionnaires 
C) Computer-aided interviewing 
D) In-home personal interviewing 
E) Mall intercepts

Question 11

Which of the following is NOT an advantage of computer-aided interviewing?

Accepted Answer

A) Ease of data tabulation 
B) Explanation of complex questions 
C) Enhanced response rates 
D) Personalization of questions 
E) Customized questionnaires 
A) Ease of data tabulation 
B) Explanation of complex questions 
C) Enhanced response rates 
D) Personalization of questions 
E) Customized questionnaires

Question 12

With web surveys,question sequencing can be programmed into the survey.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following questionnaire administration methods is the LEAST expensive?

Accepted Answer

A) Personal interviews 
B) Email/web-based surveys 
C) Mail surveys 
D) Depth interview 
E) Telephone surveys 
A) Personal interviews 
B) Email/web-based surveys 
C) Mail surveys 
D) Depth interview 
E) Telephone surveys

Question 14

One problem with mail questionnaires is that they typically cost more than telephone interviews.

Accepted Answer

A) True 
 B)False

Question 15

Long questionnaires can usually be handled best by

Accepted Answer

A) telephone interview. 
B) mail questionnaire. 
C) personal interview. 
D) a focus group interview. 
E) a depth interview. 
A) telephone interview. 
B) mail questionnaire. 
C) personal interview. 
D) a focus group interview. 
E) a depth interview.

Question 16

A(n)____ might be the only method of obtaining a response from certain busy individuals for whom time is a scarce commodity.

Accepted Answer

A) personal interview 
B) telephone interview 
C) mail questionnaire 
D) mall-intercept interview 
E) None of the above. 
A) personal interview 
B) telephone interview 
C) mail questionnaire 
D) mall-intercept interview 
E) None of the above.

Question 17

Which of the following is NOT an advantage of structured-undisguised questions?

Accepted Answer

A) Simple to administer 
B) Easy to analyze 
C) Unbiased response categories 
D) Very reliable 
E) Easy to tabulate 
A) Simple to administer 
B) Easy to analyze 
C) Unbiased response categories 
D) Very reliable 
E) Easy to tabulate

Question 18

Which of the following data collection methods is most versatile?

Accepted Answer

A) Personal interviews 
B) E-mail surveys 
C) Fax surveys 
D) Mail surveys 
E) Phone interviews 
A) Personal interviews 
B) E-mail surveys 
C) Fax surveys 
D) Mail surveys 
E) Phone interviews

Question 19

The question: "What was your reaction to the Budweiser advertisement you saw on television during the Super Bowl?" is an example of a type of question where the respondents are free to answer in their own words rather than being limited to choosing from among a set of alternatives

Accepted Answer

A) open-ended questions. 
B) closed-ended questions. 
C) scaled-response questions. 
D) ad reaction measurement. 
E) None of the above. 
A) open-ended questions. 
B) closed-ended questions. 
C) scaled-response questions. 
D) ad reaction measurement. 
E) None of the above.

Question 20

Jane Doe wants to administer a short survey on "student driving habits" to a representative sample of students at the local university.She secured a list of students from the student directory.She assigned each student a unique number and then used a random number table to select her sample.The student directory from which Jane selected her sample of students to contact is referred to as

Accepted Answer

A) sampling frame. 
B) sampling control. 
C) sampling error. 
D) sampling directory. 
E) None of the above. 
A) sampling frame. 
B) sampling control. 
C) sampling error. 
D) sampling directory. 
E) None of the above.

Which of the following is FALSE?

You must conduct research to find out a great deal of information about potential customers.You need a minimum of 300 people and you know that you don't have a lot of money to conduct the research,so you will use

Which of the following are advantages of highly structured questionnaires?

The responses as well as questions are standardized in a(n)

An environmental research group,using the fixed-alternative format,interviews people about their recycling practices in order to determine support for a ban on non-returnable bottles.The format of this questionnaire is

Current estimates suggest that over ____ percent of households have registered with the National Do-Not-Call (DNC)Registry.

Which technique allows you to achieve the benefits of random digit dialing by adding some randomly determined number to the telephone number drawn from the telephone directory?

After John purchased his new car,the car dealer sent him a new owner satisfaction survey,which consisted of several statements about his car,which John was to indicate agreement or disagreement with by checking the appropriate boxes.This survey is

The depth interview

In general,which of the following methods of data collection is the most costly?

Which of the following is NOT an advantage of computer-aided interviewing?

With web surveys,question sequencing can be programmed into the survey.

Which of the following questionnaire administration methods is the LEAST expensive?

One problem with mail questionnaires is that they typically cost more than telephone interviews.

Long questionnaires can usually be handled best by

A(n)____ might be the only method of obtaining a response from certain busy individuals for whom time is a scarce commodity.

Which of the following is NOT an advantage of structured-undisguised questions?

Which of the following data collection methods is most versatile?

The question: "What was your reaction to the Budweiser advertisement you saw on television during the Super Bowl?" is an example of a type of question where the respondents are free to answer in their own words rather than being limited to choosing from among a set of alternatives

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 Primary Data

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 10: Collecting Information by Communication

Which of the following is FALSE?

You must conduct research to find out a great deal of information about potential customers.You need a minimum of 300 people and you know that you don't have a lot of money to conduct the research,so you will use

Which of the following are advantages of highly structured questionnaires?

The responses as well as questions are standardized in a(n)

An environmental research group,using the fixed-alternative format,interviews people about their recycling practices in order to determine support for a ban on non-returnable bottles.The format of this questionnaire is

Current estimates suggest that over ____ percent of households have registered with the National Do-Not-Call (DNC)Registry.

Which technique allows you to achieve the benefits of random digit dialing by adding some randomly determined number to the telephone number drawn from the telephone directory?

After John purchased his new car,the car dealer sent him a new owner satisfaction survey,which consisted of several statements about his car,which John was to indicate agreement or disagreement with by checking the appropriate boxes.This survey is

The depth interview

In general,which of the following methods of data collection is the most costly?

Which of the following is NOT an advantage of computer-aided interviewing?

With web surveys,question sequencing can be programmed into the survey.

Which of the following questionnaire administration methods is the LEAST expensive?

One problem with mail questionnaires is that they typically cost more than telephone interviews.

Long questionnaires can usually be handled best by

A(n)____ might be the only method of obtaining a response from certain busy individuals for whom time is a scarce commodity.

Which of the following is NOT an advantage of structured-undisguised questions?

Which of the following data collection methods is most versatile?

The question: "What was your reaction to the Budweiser advertisement you saw on television during the Super Bowl?" is an example of a type of question where the respondents are free to answer in their own words rather than being limited to choosing from among a set of alternatives

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 Primary Data

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