Question 1

A telephone survey is a good way to conduct an in-depth interview with a respondent.

Accepted Answer

A) True 
 B)False  False

Question 2

A published telephone directory for St.Louis is a good place to develop a sampling frame for St.Louis residents.

Accepted Answer

A) True 
 B)False  False

Question 3

About what percentage of U.S.households can only be reached by either a cell phone or a smart phone number?

Accepted Answer

A) 10 percent 
B) 20 percent 
C) 30 percent 
D) 40 percent 
E) 50 percent 
A) 10 percent 
B) 20 percent 
C) 30 percent 
D) 40 percent 
E) 50 percent D

Question 4

Part of the U.S.Census for 2010 was done by door-to-door interviews.

Accepted Answer

A) True 
 B)False

Question 5

If AT&T conducts an interview with business executives in their offices to determine which features of their company's long-distance service are most important to them,this is an example of a(n):

Accepted Answer

A) CAI interview. 
B) executive interview study. 
C) mall intercept study. 
D) participant observer study. 
E) response bias. 
A) CAI interview. 
B) executive interview study. 
C) mall intercept study. 
D) participant observer study. 
E) response bias.

Question 6

What type of systematic error is involved when a door-to-door interviewer decides to skip a household on the list of households to be interviewed because she does not like the "looks" of that household?

Accepted Answer

A) Population error 
B) Selection error 
C) Surrogate error 
D) Measurement instrument bias 
E) Nonsystematic error 
A) Population error 
B) Selection error 
C) Surrogate error 
D) Measurement instrument bias 
E) Nonsystematic error

Question 7

When a researcher is conducting a taste test for a new type of chili and asks the respondent how the chili tasted and is told: "It tasted pretty good," what type of response is the interviewer using when the interviewer than asks: "What do you mean by 'pretty good?'"

Accepted Answer

A) Duplication 
B) Measurement bias 
C) Probing 
D) Surrogate questioning 
E) CAI questioning 
A) Duplication 
B) Measurement bias 
C) Probing 
D) Surrogate questioning 
E) CAI questioning

Question 8

When shoppers at the Galleria Shopping Mall in St.Louis are asked by a researcher to participate in a taste test for a new type of soft drink,what type of research study is this?

Accepted Answer

A) Phone interview 
B) Mail panel 
C) CAI interview 
D) Call center interview 
E) Mall-intercept interview 
A) Phone interview 
B) Mail panel 
C) CAI interview 
D) Call center interview 
E) Mall-intercept interview

Question 9

The available budget for a research study has a great impact on the type of survey method that is used in the study.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is the most common way to gather primary data in marketing research?

Accepted Answer

A) In-depth interviews 
B) Observation studies 
C) Surveys 
D) Experiments 
E) Mall intercept interviews 
A) In-depth interviews 
B) Observation studies 
C) Surveys 
D) Experiments 
E) Mall intercept interviews

Question 11

Ad hoc mail surveys typically have a low rate of nonresponse.

Accepted Answer

A) True 
 B)False

Question 12

When people who were selected to participate in a survey do not complete the survey,and these people differ in important ways from people who did fill out the survey,we say that the results of the survey have:

Accepted Answer

A) nonresponse bias. 
B) nonsystematic error. 
C) interviewer error. 
D) random sampling error. 
E) interviewer bias. 
A) nonresponse bias. 
B) nonsystematic error. 
C) interviewer error. 
D) random sampling error. 
E) interviewer bias.

Question 13

Another term for systematic error is:

Accepted Answer

A) nonsystematic error 
B) selection error 
C) interviewer error 
D) population error 
E) nonsampling error 
A) nonsystematic error 
B) selection error 
C) interviewer error 
D) population error 
E) nonsampling error

Question 14

What type of research error results from mistakes in the research design or in the execution of the research design?

Accepted Answer

A) Processing error 
B) Systematic error 
C) Selection error 
D) Interviewer error 
E) Administrative error 
A) Processing error 
B) Systematic error 
C) Selection error 
D) Interviewer error 
E) Administrative error

Question 15

When an interviewer sits in front of a computer monitor in which the computer dials the phone number of people listed on a sampling frame so that the interviewer can focus on asking the respondent survey questions,what type of study is involved?

Accepted Answer

A) ILI 
B) CATI 
C) IDI 
D) PERT 
E) MBO 
A) ILI 
B) CATI 
C) IDI 
D) PERT 
E) MBO

Question 16

When an interviewer asks a college business major if he reads The Wall Street Journal every day and the students says: "Yes," but,in reality,the student rarely reads this newspaper,what type of error has occurred?

Accepted Answer

A) Random sampling error 
B) Surrogate error 
C) Nonresponse bias 
D) Deliberate falsification 
E) Selection error 
A) Random sampling error 
B) Surrogate error 
C) Nonresponse bias 
D) Deliberate falsification 
E) Selection error

Question 17

When an interviewer who is being paid for each interview completed decides to "pad" the results by filling in the answers to the questions using some 'imaginary interviewees," what type of error has occurred?

Accepted Answer

A) Random sampling error 
B) Interviewer error 
C) Population error 
D) Surrogate error 
E) Selection error 
A) Random sampling error 
B) Interviewer error 
C) Population error 
D) Surrogate error 
E) Selection error

Question 18

When a client wants to obtain survey results quickly,which survey method is the best choice?

Accepted Answer

A) Mail 
B) Phone 
C) Mall intercept 
D) The Internet 
E) FedEx 
A) Mail 
B) Phone 
C) Mall intercept 
D) The Internet 
E) FedEx

Question 19

When 120 people are asked to participate in a survey study,but only 30 of them actually fill out the survey,the refusal rate for this survey is:

Accepted Answer

A) 120 percent. 
B) 75 percent. 
C) 25 percent. 
D) 15 percent. 
E) 30 percent. 
A) 120 percent. 
B) 75 percent. 
C) 25 percent. 
D) 15 percent. 
E) 30 percent.

Question 20

If a researcher wants to take a random sample of the counties in Missouri,the list of the 114 counties along with their name and ID number is called the _____________ .

Accepted Answer

A) sampling frame. 
B) measurement instrument. 
C) sample design. 
D) systematic error. 
E) nonresponse bias. 
A) sampling frame. 
B) measurement instrument. 
C) sample design. 
D) systematic error. 
E) nonresponse bias.

Exam 6: Traditional Survey Research

A telephone survey is a good way to conduct an in-depth interview with a respondent.

A published telephone directory for St.Louis is a good place to develop a sampling frame for St.Louis residents.

About what percentage of U.S.households can only be reached by either a cell phone or a smart phone number?

Part of the U.S.Census for 2010 was done by door-to-door interviews.

If AT&T conducts an interview with business executives in their offices to determine which features of their company's long-distance service are most important to them,this is an example of a(n):

What type of systematic error is involved when a door-to-door interviewer decides to skip a household on the list of households to be interviewed because she does not like the "looks" of that household?

When a researcher is conducting a taste test for a new type of chili and asks the respondent how the chili tasted and is told: "It tasted pretty good," what type of response is the interviewer using when the interviewer than asks: "What do you mean by 'pretty good?'"

When shoppers at the Galleria Shopping Mall in St.Louis are asked by a researcher to participate in a taste test for a new type of soft drink,what type of research study is this?

The available budget for a research study has a great impact on the type of survey method that is used in the study.

Which of the following is the most common way to gather primary data in marketing research?

Ad hoc mail surveys typically have a low rate of nonresponse.

When people who were selected to participate in a survey do not complete the survey,and these people differ in important ways from people who did fill out the survey,we say that the results of the survey have:

Another term for systematic error is:

What type of research error results from mistakes in the research design or in the execution of the research design?

When an interviewer sits in front of a computer monitor in which the computer dials the phone number of people listed on a sampling frame so that the interviewer can focus on asking the respondent survey questions,what type of study is involved?

When an interviewer asks a college business major if he reads The Wall Street Journal every day and the students says: "Yes," but,in reality,the student rarely reads this newspaper,what type of error has occurred?

When an interviewer who is being paid for each interview completed decides to "pad" the results by filling in the answers to the questions using some 'imaginary interviewees," what type of error has occurred?

When a client wants to obtain survey results quickly,which survey method is the best choice?

When 120 people are asked to participate in a survey study,but only 30 of them actually fill out the survey,the refusal rate for this survey is:

If a researcher wants to take a random sample of the counties in Missouri,the list of the 114 counties along with their name and ID number is called the _____________ .

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

A: 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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