Question 1

Electronic surveys can be conducted by e-mail or administered on the Internet or the Web.

Accepted Answer

A) True 
 B)False

Question 2

Which telephone interview method involves phoning a sample of respondents and asking them a series of questions with the interviewer using a paper questionnaire to record the responses with a pencil?

Accepted Answer

A) traditional telephone 
B) in-home 
C) computer-assisted telephone interviewing (CATI) 
D) Internet

Question 3

The most popular data-collection method is the structured direct survey.

Accepted Answer

A) True 
 B)False

Question 4

The ability of the survey mode to reach the units specified in the sample effectively and efficiently refers to the ________.

Accepted Answer

A) flexibility of data collection 
B) sample control 
C) diversity of questions that can be asked in a survey 
D) control of data collection environment

Question 5

________ involves observation techniques where the researcher clearly defines the behaviors to be observed and the methods by which they will be measured.

Accepted Answer

A) Natural observation 
B) Contrived observation 
C) Structured observation 
D) Unstructured observation

Question 6

With the survey method of obtaining information respondents are asked a variety of questions regarding their behavior, intentions, attitudes, awareness, motivations, and demographic and lifestyle characteristics.

Accepted Answer

A) True 
 B)False

Question 7

Because of the mail panel members' commitment, the response rates can approach 80 percent.

Accepted Answer

A) True 
 B)False

Question 8

________ includes observation as well as analysis.

Accepted Answer

A) Trace analysis 
B) Mechanical observation 
C) Personal observation 
D) Content analysis

Question 9

The Internet is the fastest method of obtaining data from a large number of respondents. There are many reasons for this speed. Which of the following is not one of those reasons?

Accepted Answer

A) the speed with which the questionnaire can be created 
B) the speed with which the incentive is sent 
C) the speed with which the questionnaire is distributed to respondents 
D) the speed with which the data are returned

Question 10

The various data-collection modes are mutually exclusive.

Accepted Answer

A) True 
 B)False

Question 11

According to Table 6.2 in the text, the comparative evaluation of survey methods, the tendency of the respondents to give answers that are socially acceptable whether or not they are true refers to the ________ criteria.

Accepted Answer

A) response rate 
B) control of field force 
C) social desirability/sensitive information 
D) perceived anonymity

Question 12

________ is observation that involves a researcher monitoring all relevant phenomenon, without specifying the details in advance.

Accepted Answer

A) Natural observation 
B) Contrived observation 
C) Structured observation 
D) Unstructured observation

Question 13

Briefly discuss mechanical observation. What is it and why is it used? Describe two devices used for mechanical observation that do not require the respondent's direct participation.

Accepted Answer

The answer of Briefly discuss mechanical observation. What is it...

Question 14

The use of physical stimuli is not limited in ________.

Accepted Answer

A) traditional telephone interviews 
B) CATI 
C) e-mail surveys 
D) mall-intercept interviews

Question 15

In structured data collection, a formal questionnaire is prepared and the questions are asked in a prearranged order; thus the process is also direct. Direct means that the purpose of the project is not disclosed to the respondents.

Accepted Answer

A) True 
 B)False

Question 16

Generally, the pantry audit is conducted in conjunction with one of the survey methods.

Accepted Answer

A) True 
 B)False

Question 17

What are the issues surrounding selecting the appropriate survey method for an international marketing research project (Table 6.6 in the text)?

Accepted Answer

The answer of What are the issues surrounding selecting the...

Question 18

Computer assisted personal interviews tend to be the most expensive mode of data collection per completed response.

Accepted Answer

A) True 
 B)False

Question 19

Nielsen uses audimeters attached to television sets to continually record what channel the set is tuned to. This is an example of ________.

Accepted Answer

A) mechanical observation 
B) personal observation 
C) content analysis 
D) trace analysis

Question 20

In the department store patronage project, ________ may be used to analyze magazine advertisements of the sponsoring and competing stores to compare their projected images.

Accepted Answer

A) mechanical observation 
B) personal observation 
C) content analysis 
D) trace analysis

Exam 6: Descriptive Research Design: Survey and Observation

Electronic surveys can be conducted by e-mail or administered on the Internet or the Web.

Which telephone interview method involves phoning a sample of respondents and asking them a series of questions with the interviewer using a paper questionnaire to record the responses with a pencil?

The most popular data-collection method is the structured direct survey.

The ability of the survey mode to reach the units specified in the sample effectively and efficiently refers to the ________.

________ involves observation techniques where the researcher clearly defines the behaviors to be observed and the methods by which they will be measured.

With the survey method of obtaining information respondents are asked a variety of questions regarding their behavior, intentions, attitudes, awareness, motivations, and demographic and lifestyle characteristics.

Because of the mail panel members' commitment, the response rates can approach 80 percent.

________ includes observation as well as analysis.

The Internet is the fastest method of obtaining data from a large number of respondents. There are many reasons for this speed. Which of the following is not one of those reasons?

The various data-collection modes are mutually exclusive.

According to Table 6.2 in the text, the comparative evaluation of survey methods, the tendency of the respondents to give answers that are socially acceptable whether or not they are true refers to the ________ criteria.

________ is observation that involves a researcher monitoring all relevant phenomenon, without specifying the details in advance.

Briefly discuss mechanical observation. What is it and why is it used? Describe two devices used for mechanical observation that do not require the respondent's direct participation.

The use of physical stimuli is not limited in ________.

In structured data collection, a formal questionnaire is prepared and the questions are asked in a prearranged order; thus the process is also direct. Direct means that the purpose of the project is not disclosed to the respondents.

Generally, the pantry audit is conducted in conjunction with one of the survey methods.

What are the issues surrounding selecting the appropriate survey method for an international marketing research project (Table 6.6 in the text)?

Computer assisted personal interviews tend to be the most expensive mode of data collection per completed response.

Nielsen uses audimeters attached to television sets to continually record what channel the set is tuned to. This is an example of ________.

In the department store patronage project, ________ may be used to analyze magazine advertisements of the sponsoring and competing stores to compare their projected images.