Question 1

Using a phone book as a sampling frame would not result in sampling frame error.

Accepted Answer

A) True 
 B)False

Question 2

At which point do people typically refuse to take a survey?

Accepted Answer

A) before the survey introduction 
B) after the introduction 
C) after the warm-up questions 
D) once the survey is well underway 
E) the rate of refusal is about the same for each of the above 
A) before the survey introduction 
B) after the introduction 
C) after the warm-up questions 
D) once the survey is well underway 
E) the rate of refusal is about the same for each of the above

Question 3

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 4

Surveys have a low rate of usage in marketing research compared to other means of data collection.

Accepted Answer

A) True 
 B)False

Question 5

A researcher hired 20 interviewers to conduct door-to-door interviews in a particular city.In the process of verifying the responses for one of the interviewers,the researcher found that the interviewer surveyed consecutive houses in a particular subdivision,instead of selecting every third house.What kind of error has occurred here?

Accepted Answer

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

Question 6

A marketing researcher subcontracts the data collection process to a field services firm.After the data is collected,the researcher is editing the questionnaires,and finds a large number of mistakes.In many cases skip patterns were not followed,and difficult questions were often skipped.The researcher contacts several of the persons that did the interviewing and finds that they received little,and in some cases,no training or supervision.What kind of error is evident here?

Accepted Answer

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

Question 7

Which of the following is an advantage of CATI?

Accepted Answer

A) automatically handling respondent selection 
B) automatically handling skip patterns 
C) eliminating selection bias 
D) computer tabulation of data can occur at any time 
E) All of the above are advantages of CATI. 
A) automatically handling respondent selection 
B) automatically handling skip patterns 
C) eliminating selection bias 
D) computer tabulation of data can occur at any time 
E) All of the above are advantages of CATI.

Question 8

Mall-intercept interviewing is being replaced by some researchers with in-store research.

Accepted Answer

A) True 
 B)False

Exam 6: A: Traditional Survey Research

Using a phone book as a sampling frame would not result in sampling frame error.

At which point do people typically refuse to take a survey?

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

Surveys have a low rate of usage in marketing research compared to other means of data collection.

Which of the following is an advantage of CATI?

Mall-intercept interviewing is being replaced by some researchers with in-store 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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