Question 1

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) none of the above 
A) interviewer bias 
B) nonresponse bias 
C) measurement instrument bias 
D) response bias 
E) none of the above

Question 2

Random-digit dialing enables market researchers to reach households with unlisted phone numbers.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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) none of the above 
A) telephone survey 
B) door-to-door survey 
C) mail survey 
D) mall intercept 
E) none of the above

Question 5

Which of the following data collection techniques can produce excellent sample quality?

Accepted Answer

A) mail surveys 
B) mall intercept 
C) central location telephone 
D) self-administered interviews 
E) executive interviews 
A) mail surveys 
B) mall intercept 
C) central location telephone 
D) self-administered interviews 
E) executive interviews

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

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) none of the above 
A) processing error 
B) interviewer error 
C) surrogate information error 
D) measurement instrument bias 
E) none of the above

Question 8

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

Question 9

It is possible for respondents to falsify answers unconsciously.

Accepted Answer

A) True 
 B)False

Question 10

The total amount of error in a particular project involving a survey is referred to as random error.

Accepted Answer

A) True 
 B)False

Question 11

All of the following are factors that determine the selection of a particular survey method except:

Accepted Answer

A) Sampling precision 
B) Specific,chosen respondents 
C) Budget 
D) Incidence rate 
A) Sampling precision 
B) Specific,chosen respondents 
C) Budget 
D) Incidence rate

Question 12

Most marketing research is completely error free.

Accepted Answer

A) True 
 B)False

Question 13

Most of the refusals to participate in a survey occur after the introduction is read.

Accepted Answer

A) True 
 B)False

Question 14

The difference between the sample value and the true value in the population under study is referred to as _______.

Accepted Answer

A) sampling error 
B) random error 
C) measurement error 
D) chance variation 
E) none of the above 
A) sampling error 
B) random error 
C) measurement error 
D) chance variation 
E) none of the above

Question 15

Most current telephone research is biased due to the fact that many people have abandoned land lines in favor of cell phones.

Accepted Answer

A) True 
 B)False

Question 16

A researcher who wants to use probing should consider using which type of questionnaire?

Accepted Answer

A) mail 
B) Internet 
C) telephone 
D) none of the above 
A) mail 
B) Internet 
C) telephone 
D) none of the above

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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) none of the above 
A) surrogate information error 
B) refusal rate error 
C) nonresponse bias (error) 
D) measurement instrument bias (error) 
E) none of the above

Question 19

More people participate in mail surveys than in any other type of traditional survey research.

Accepted Answer

A) True 
 B)False

Question 20

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
c.asking respondents how much they spend on eating out in a year
d.mail survey of physicians
e."Please indicate your annual household income." $ _________________

Accepted Answer

a.a.sample frame error,especially if the

Exam 6: A: Traditional Survey Research

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

Random-digit dialing enables market researchers to reach households with unlisted phone numbers.

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

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

Which of the following data collection techniques can produce excellent sample quality?

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

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?

It is possible for respondents to falsify answers unconsciously.

The total amount of error in a particular project involving a survey is referred to as random error.

All of the following are factors that determine the selection of a particular survey method except:

Most marketing research is completely error free.

Most of the refusals to participate in a survey occur after the introduction is read.

The difference between the sample value and the true value in the population under study is referred to as _______.

Most current telephone research is biased due to the fact that many people have abandoned land lines in favor of cell phones.

A researcher who wants to use probing should consider using which type of questionnaire?

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

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

More people participate in mail surveys than in any other type of traditional survey research.

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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