Question 1

Describe at least three advantages Internet interviewing would have over "snail-mail" interviewing.

Accepted Answer

Internet surveys would likely have the f

Question 2

Greenfield Online and Harris Interactive are examples of _______.

Accepted Answer

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

Question 3

Channel M2 is used for conducting:

Accepted Answer

A) online focus groups 
B) quantitative studies 
C) traditional focus groups 
D) in-depth interviews 
A) online focus groups 
B) quantitative studies 
C) traditional focus groups 
D) in-depth interviews

Question 4

When a researcher "googles" a topic in order to try to frame a research problem,he/she is seeking what type of data?

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 5

Which of the following is not characteristic of Internet email surveys?

Accepted Answer

A) online self-administered interview 
B) significant interviewer bias 
C) medium to high risk concerning representativeness 
D) bulk email contact 
E) purchased list of non-profiled respondents 
A) online self-administered interview 
B) significant interviewer bias 
C) medium to high risk concerning representativeness 
D) bulk email contact 
E) purchased list of non-profiled respondents

Question 6

Internet surveys have a higher cost per survey than telephone surveys.

Accepted Answer

A) True 
 B)False

Question 7

Online surveys are ideal for:

Accepted Answer

A) reaching a low incidence population. 
B) reaching a high incidence population. 
C) reaching senior citizens. 
D) a survey that requires extensive probing. 
A) reaching a low incidence population. 
B) reaching a high incidence population. 
C) reaching senior citizens. 
D) a survey that requires extensive probing.

Question 8

What type of research has basically replaced computer-assisted telephone interviewing?

Accepted Answer

A) Online survey research 
B) Productive Research 
C) Telephone Research 
D) Random Research 
A) Online survey research 
B) Productive Research 
C) Telephone Research 
D) Random Research

Question 9

The cooperation rate for online studies using lists is typically higher than that for online studies that use panels.

Accepted Answer

A) True 
 B)False

Question 10

Online focus groups have an advantage over traditional focus groups in that they reduce:

Accepted Answer

A) objectivity 
B) participation rates 
C) travel costs 
D) group dynamics 
E) none of the above 
A) objectivity 
B) participation rates 
C) travel costs 
D) group dynamics 
E) none of the above

Question 11

From the researcher's point of view,the most important thing for panel companies to consider is:

Accepted Answer

A) recruiting panel members in the most cost effective way. 
B) having a large number of panel members. 
C) maintaining quality standards in recruiting panel members. 
D) none of the above. 
A) recruiting panel members in the most cost effective way. 
B) having a large number of panel members. 
C) maintaining quality standards in recruiting panel members. 
D) none of the above.

Question 12

Open-sourced panelists typically take longer than closed-source panelists to complete surveys.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is a weakness of online surveying?

Accepted Answer

A) hard to reach low incidence populations 
B) more data processing required than traditional surveys 
C) some respondents may be over surveyed 
D) not able to gather open-ended responses 
A) hard to reach low incidence populations 
B) more data processing required than traditional surveys 
C) some respondents may be over surveyed 
D) not able to gather open-ended responses

Question 14

In online surveys,radio buttons are used when a respondent is able to select multiple options.

Accepted Answer

A) True 
 B)False

Question 15

Do-it-yourself software,such as SPSS Quanquest,requires that you do not offer the respondent a good experience if you expect the person to complete the survey.

Accepted Answer

A) True 
 B)False

Question 16

One of the advantages of Internet surveys is their ability to access hard-to-reach respondents.

Accepted Answer

A) True 
 B)False

Question 17

In a recent study,which incentive method was most effective at raising response rates for online surveys?

Accepted Answer

A) entering into a sweepstakes 
B) free membership in a research panel 
C) small cash payment for each respondent 
D) none of the above 
A) entering into a sweepstakes 
B) free membership in a research panel 
C) small cash payment for each respondent 
D) none of the above

Question 18

Why might a market researcher prefer a panel consisting of respondents recruited via a closed online panel recruitment effort rather than an open-online panel recruitment?

Accepted Answer

The main advantage of closed online pane

Question 19

Which of the following is the biggest complaint about using online surveys?

Accepted Answer

A) slow deployment 
B) lower response rates 
C) lack of representative sample 
D) lack of callback procedures 
E) all of the above 
A) slow deployment 
B) lower response rates 
C) lack of representative sample 
D) lack of callback procedures 
E) all of the above

Question 20

A researcher interested in reaching a low incidence population should consider what type of online sample?

Accepted Answer

A) open online panel 
B) closed online panel 
C) end consumer panel 
D) none of the above 
A) open online panel 
B) closed online panel 
C) end consumer panel 
D) none of the above

Exam 7: A: Online Marketing Research

Describe at least three advantages Internet interviewing would have over "snail-mail" interviewing.

Greenfield Online and Harris Interactive are examples of _______.

Channel M2 is used for conducting:

When a researcher "googles" a topic in order to try to frame a research problem,he/she is seeking what type of data?

Which of the following is not characteristic of Internet email surveys?

Internet surveys have a higher cost per survey than telephone surveys.

Online surveys are ideal for:

What type of research has basically replaced computer-assisted telephone interviewing?

The cooperation rate for online studies using lists is typically higher than that for online studies that use panels.

Online focus groups have an advantage over traditional focus groups in that they reduce:

From the researcher's point of view,the most important thing for panel companies to consider is:

Open-sourced panelists typically take longer than closed-source panelists to complete surveys.

Which of the following is a weakness of online surveying?

In online surveys,radio buttons are used when a respondent is able to select multiple options.

Do-it-yourself software,such as SPSS Quanquest,requires that you do not offer the respondent a good experience if you expect the person to complete the survey.

One of the advantages of Internet surveys is their ability to access hard-to-reach respondents.

In a recent study,which incentive method was most effective at raising response rates for online surveys?

Why might a market researcher prefer a panel consisting of respondents recruited via a closed online panel recruitment effort rather than an open-online panel recruitment?

Which of the following is the biggest complaint about using online surveys?

A researcher interested in reaching a low incidence population should consider what type of online sample?

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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