Question 1

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) none of the above 
A) measurement error 
B) interviewer error 
C) processing error 
D) selection error 
E) none of the above D

Question 2

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

Accepted Answer

The factors are outlined in Exhibit 6.6 with further detail in pages indicated.

Question 3

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 A

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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 6

A potential marketing research client contacts a supplier about a possible survey.Seems that the client is interested in establishing a snow skiing equipment business in Arkansas surveying 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 7

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

Accepted Answer

A) True 
 B)False

Question 8

_____________ 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 the above 
A) Systematic error 
B) Processing error 
C) Interviewer error 
D) Random error 
E) None of the above

Question 9

A questionnaire that is not computer coded,thereby increasing the complexity of inputing 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) none of the above 
A) processing error 
B) interviewer error 
C) surrogate information error 
D) measurement instrument bias 
E) none of the above

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

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 13

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 14

__________ 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 15

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

Question 16

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

Question 17

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 18

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

Question 19

Mail surveys are a type of self-administered questionnaire.

Accepted Answer

A) True 
 B)False

Question 20

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

Exam 6: A: Traditional Survey Research

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

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

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

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

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?

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

_____________ results from mistakes or problems in the research design.

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

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

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

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

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

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

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

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?

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?

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

Mail surveys are a type of self-administered questionnaire.

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

The Role of Marketing Research in Management Decision Making

A: The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

A: The Marketing Research Industry and Research Ethics

Problem Definition,exploratory Research,and the Research Process

A: Problem Definition and the Research Process

Secondary Data and Databases

A: Secondary Data and Databases

Qualitative Research

A: Qualitative Research

Traditional Survey Research

Online Marketing Research

A: Online Marketing Research

Primary Data Collection: Observation

A: Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

A: Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

A: The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

A: Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

A: Questionnaire Design

Basic Sampling Issues

A: Basic Sampling Issues

Sample Size Determination

A: Sample Size Determination

Data Processing and Fundamental Data Analysis

A: Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

A: Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

A: Bivariate Correlation and Regression

Multivariate Data Analysis

A: Multivariate Data Analysis

Communicating the Research Results

A: Communicating the Research Results

Managing Marketing Research

A: Managing Marketing Research

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