Question 1

Which of the following is a common complaint of online surveys?

Accepted Answer

A) time of deployment 
B) lack of representative sample 
C) high cost 
D) none of the above 
A) time of deployment 
B) lack of representative sample 
C) high cost 
D) none of the above B

Question 2

A client needs a survey done quickly,and is on a limited budget.The clients target market consists of persons from 25-to-54 years old.You suggest an email questionnaire survey.Your colleague argues that Internet samples never produce representative samples,because so many households are not online.How would you respond to your colleague,and why would an email survey produce the data needed,given your time and budgetary constraints?

Accepted Answer

It is true that about half of the households in the U.S.are not online.However,you could
argue that according to the latest data comparing the general population with online
households,that the demographics are very comparable for those between the ages of 25
and 54.In addition,samples encompass only a very small percent of a population,so if
the online households are representative of total households,they provide a viable sample
frame.Concerning your client,email surveys are easy to design and administer,given
there is a database of email addresses representative of the general population.In
addition,email surveys can be returned as soon as respondents complete the survey.

Question 3

A researcher is launching an online survey and wants to focus on females who earn more than $75,000 per year.What type of internet sample should they use?

Accepted Answer

A) data capture of Web visitors 
B) screened Internet sample 
C) random web site intercepts 
D) unrestricted Internet sample 
E) none of the above 
A) data capture of Web visitors 
B) screened Internet sample 
C) random web site intercepts 
D) unrestricted Internet sample 
E) none of the above E

Question 4

A _______________ is a text file placed on a user's computer in order to identify the user when she or he revisits the Web site.

Accepted Answer

A) Click 
B) Cookie 
C) Tool 
D) Memory icon 
A) Click 
B) Cookie 
C) Tool 
D) Memory icon

Question 5

Moderators play a more important role in online focus groups than in traditional focus groups.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following are not disadvantages of online focus groups?

Accepted Answer

A) lessened group dynamics 
B) lack of nonverbal inputs 
C) less interviewer bias 
D) exposure to external stimuli less efficient 
E) All are disadvantages of online focus groups. 
A) lessened group dynamics 
B) lack of nonverbal inputs 
C) less interviewer bias 
D) exposure to external stimuli less efficient 
E) All are disadvantages of online focus groups.

Question 7

List and describe at least 5 advantages of online surveys over traditional surveys.

Accepted Answer

Lower costs,rapid deployment,a

Question 8

Which of the following is not an advantage of online surveys?

Accepted Answer

A) rapid deployment 
B) dramatically reduced costs 
C) representative sample 
D) high response rates 
E) All of the above are advantages of online surveys. 
A) rapid deployment 
B) dramatically reduced costs 
C) representative sample 
D) high response rates 
E) All of the above are advantages of online surveys.

Question 9

What type of data do newsgroups produce?

Accepted Answer

A) primary 
B) secondary 
C) quantitative 
D) none of the above 
A) primary 
B) secondary 
C) quantitative 
D) none of the above

Question 10

A researcher who wanted to conduct focus groups with brain surgeons might be advised
To use:

Accepted Answer

A) traditional focus groups. 
B) online focus groups. 
C) a mall intercept to recruit. 
D) none of the above. 
A) traditional focus groups. 
B) online focus groups. 
C) a mall intercept to recruit. 
D) none of the above.

Question 11

What is the first step in finding a particular newsgroup?

Accepted Answer

A) Select the newsgroup of interest 
B) Begin scanning messages 
C) Open your newsreader program 
D) Connect to the Internet in your usual way. 
A) Select the newsgroup of interest 
B) Begin scanning messages 
C) Open your newsreader program 
D) Connect to the Internet in your usual way.

Question 12

An advantage of this type of recruited Internet sample is that it generates large pools of
Respondents who are available to respond quickly.

Accepted Answer

A) recruited panels 
B) opt-in list rentals 
C) opt-in panels 
D) random website intercepts 
E) data capture of visitors 
A) recruited panels 
B) opt-in list rentals 
C) opt-in panels 
D) random website intercepts 
E) data capture of visitors

Question 13

A problem with Internet surveys is the cost of development,which brings down project profitability more than other modes of data collection.

Accepted Answer

A) True 
 B)False

Question 14

Decision Analyst,one of America's most progressive firms in applying Internet technology to marketing research,offers two types of online focus groups called_____________________.

Accepted Answer

A) Real-Time Online Focus Groups & Non Real-Time Online Focus Groups. 
B) Real-Time Online Focus Groups & Time-Restraining Online Focus Groups. 
C) Real-Time Online Focus Groups & Time-Extending Online Focus Groups. 
D) None of the above 
A) Real-Time Online Focus Groups & Non Real-Time Online Focus Groups. 
B) Real-Time Online Focus Groups & Time-Restraining Online Focus Groups. 
C) Real-Time Online Focus Groups & Time-Extending Online Focus Groups. 
D) None of the above

Question 15

Why might a consultant considering the use of a focus group prefer an online focus over a traditional focus group?

Accepted Answer

The advantages of online focus

Question 16

A web community is a carefully selected group of consumers who agree to participate in an ongoing dialogue with a corporation.

Accepted Answer

A) True 
 B)False

Question 17

Some prominent marketing researchers think that online focus groups can replace conventional focus groups.

Accepted Answer

A) True 
 B)False

Question 18

Open panel recruitment is more likely to lead to "professional" respondents.

Accepted Answer

A) True 
 B)False

Question 19

Respondent participation is critical to the success of the research process in order to minimize nonresponse bias.

Accepted Answer

A) True 
 B)False

Question 20

In online surveys,"dropouts" tend to occur mainly over the first 90 seconds after a respondent enters a survey.

Accepted Answer

A) True 
 B)False

Exam 7: A: Online Marketing Research

Which of the following is a common complaint of online surveys?

A researcher is launching an online survey and wants to focus on females who earn more than $75,000 per year.What type of internet sample should they use?

A _______________ is a text file placed on a user's computer in order to identify the user when she or he revisits the Web site.

Moderators play a more important role in online focus groups than in traditional focus groups.

Which of the following are not disadvantages of online focus groups?

List and describe at least 5 advantages of online surveys over traditional surveys.

Which of the following is not an advantage of online surveys?

What type of data do newsgroups produce?

A researcher who wanted to conduct focus groups with brain surgeons might be advised To use:

What is the first step in finding a particular newsgroup?

An advantage of this type of recruited Internet sample is that it generates large pools of Respondents who are available to respond quickly.

A problem with Internet surveys is the cost of development,which brings down project profitability more than other modes of data collection.

Decision Analyst,one of America's most progressive firms in applying Internet technology to marketing research,offers two types of online focus groups called_____________________.

Why might a consultant considering the use of a focus group prefer an online focus over a traditional focus group?

A web community is a carefully selected group of consumers who agree to participate in an ongoing dialogue with a corporation.

Some prominent marketing researchers think that online focus groups can replace conventional focus groups.

Open panel recruitment is more likely to lead to "professional" respondents.

Respondent participation is critical to the success of the research process in order to minimize nonresponse bias.

In online surveys,"dropouts" tend to occur mainly over the first 90 seconds after a respondent enters a survey.

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

A: Traditional Survey Research

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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