Deck 6: Descriptive Research Design

Question 1

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

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

Answer 1

C

Question 2

Which of the following is not a personal interview method?

A) mall intercept
B) computer- assisted personal interview (CAPI)
C) in- home
D) e- mail

Answer 2

D

Question 3

Which statement is not true about natural observation?

A) A test kitchen set up in a shopping mall would be used in a natural observation.
B) A disadvantage is the difficulty of measuring the phenomenon in a natural setting.
C) The observed phenomenon will more accurately reflect the true phenomenon.
D) A disadvantage of natural observation is the cost of waiting for the phenomenon to occur.

Answer 3

A

Question 4

interviewing uses a computerized questionnaire administered to respondents over the telephone.

A) Computer- assisted telephone interviews (CATI)
B) Traditional telephone
C) In- home
D) Internet

Question 5

In the department store project, license plate observations could be used to establish the primary trading area of a shopping mall. Observers record the license plate numbers of the automobiles in a parking lot. This is an example of .

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

Question 6

Which of the following statements is not correct about computer- assisted telephone interviewing (CATI)?

A) Multiple questions appear on the screen at one time.
B) Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data- collection process, coding questionnaires and entering the data into the computer, are eliminated.
C) Interim and update reports on data collection or results can be provided almost instantaneously.
D) The computer checks the responses for appropriateness and consistency.

Question 7

involves trained observers posing as consumers and shopping at company- or competitor- owned stores to collect data about customer- employee interaction and other marketing variables. (Choose the best answer.)

A) Contrived observation
B) Mystery shopping
C) Structured observation
D) Personal observation

Question 8

Which of the following marketing applications is not an example of trace analysis?

A) The age and condition of cars in a parking lot were used to assess the affluence of customers.
B) A sample of 100 magazines were examined to determine how the portrayal of women in U.S. magazine advertisements has changed over the past 10 years.
C) The selective erosion of tiles in a museum indexed by the replacement rate was used to determine the relative popularity of exhibits.
D) The magazines people donated to charity were used to determine people's favorite magazines.

Question 9

Which statement is false concerning the different observation methods?

A) Observation bias is high in the case of mechanical observation because a human observer is involved.
B) Mechanical observation can vary widely from low to high structure depending upon on the methods used.
C) The degree of disguise is low in the case of audits, as it is difficult to conceal the identity of auditors.
D) The ability to observe in a natural setting is low in trace analysis because the observation takes place after the behavior has occurred.

Question 10

According to Table 6.3 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.

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

Question 11

Table 6.3 in the text provides a comparative evaluation of survey methods. Mall intercept surveys allow for diversity of questions. Which two additional methods are also shown as high on the diversity of question criteria?

A) in- home interviews; computer assisted telephone interviews (CATI)
B) Internet; computer assisted telephone interviews (CATI)
C) in- home interviews; computer assisted personal interviews (CAPI)
D) computer assisted telephone interviews (CATI); mall- intercept interviews

Question 12

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

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

Question 13

According to Table 6.3 in the text, the comparative evaluation of survey methods, interviewers and supervisors involved in data collection refers to the criteria.

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

Question 14

Decisions related to the portion of the mail interview package involve sponsorship, personalization, and type of appeal (Table 6.1 in the text).

A) incentive
B) questionnaire
C) outgoing envelope
D) cover letter

Question 15

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

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

Question 16

Which personal interviewing method utilizes help screens and courteous error messages?

A) computer- assisted personal interview (CAPI)
B) in- home
C) mall intercept
D) e- mail

Question 17

Which of the following statements is true about ethnographic research?

A) It is the study of human behavior in its natural context and involves observation of behavior and setting along with depth interviews.
B) Sometimes audio and visual recordings are obtained.
C) Both A and B are correct.
D) Neither A nor B is correct.

Question 18

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

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

Question 19

The most serious disadvantage of observation is .

A) observational data is often time consuming and expensive, and it is difficult to observe certain forms of behavior, such as personal activities.
B) the reasons for the observed behavior may not be determined because little is known about the underlying motives, beliefs, attitudes, and preferences.
C) observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior.
D) if the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods.

Question 20

Table 6.3 in the text provides a comparative evaluation of survey methods. Which two methods were shown as high on the flexibility of data collection criteria?

A) computer assisted telephone interviews (CATI); mall intercept interviews
B) Internet; mall intercept interviews
C) in- home interviews; mall intercept interviews
D) in- home interviews; computer assisted telephone interviews (CATI)

Question 21

Questions that require respondents to choose from a set of predetermined answers are questions.

A) open- ended
B) dual response
C) fixed alternative
D) none of the above

Question 22

Decisions related to "monetary versus non- monetary" and "prepaid versus promised amount" relate to which portion of the mail interview package?

A) outgoing envelope
B) incentive
C) questionnaire
D) cover letter

Question 23

includes observation as well as analysis.

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

Question 24

Limitations of e- mail surveys include all of the following except .

A) there is inherent self- selection bias
B) questionnaires cannot utilize programmed skip patterns, logic checks, or randomization
C) skipping instructions (e.g., "If the answer to question 5 is yes, go to question 9") must appear explicitly, just as on paper
D) some e- mail software products limit the length of the body of an e- mail message

Question 25

Which of the following advantages is the greatest advantage of observation methods?

A) Observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior.
B) Coding, analysis, and interpretation of data are relatively simple.
C) If the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods.
D) The data obtained are reliable because the responses are limited to the alternatives stated.

Question 26

Advantages of Web surveys over e- mail surveys include which of the following?

A) It is possible to validate responses as they are entered.
B) Skip patterns can be programmed and performed automatically.
C) Graphs, images, animations, and links to other Web pages may be integrated into or around the survey.
D) All of the above are correct.

Question 27

Which of the following statements about sample control is true?

A) Mailing lists for mail surveys are sometimes unavailable, outdated, or incomplete.
B) It can be difficult to prevent respondents from completing an Internet survey multiple times.
C) It is possible to identify specific user groups within a mail panel and to direct the survey to households with specific characteristics.
D) All of the above statements are true.

Question 28

The degree of interaction the respondent has with the interviewer and the questionnaire, as well as the ability to actually see the questions, refers to the .

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

Question 29

Which of the following is a disadvantage of the survey method of data collection?

A) Wording questions properly is not easy.
B) The data obtained are reliable because the responses are limited to the alternatives stated.
C) Coding, analysis, and interpretation of data are relatively simple.
D) The questionnaire is simple to administer.

Question 30

Observational methods may be or .

A) direct; indirect
B) conducted in a natural environment; conducted in a contrived environment
C) structured; unstructured
D) all of the above

Question 31

The use of physical stimuli is not limited in .

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

Question 32

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

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

Question 33

Table 6.3 in the text provides a comparative evaluation of survey methods. Which two methods are shown as low on the quantity of data criteria?

A) traditional telephone interviews; computer assisted telephone interviews (CATI)
B) Internet; mall intercept interviews
C) computer assisted telephone interviews (CATI); mall intercept interviews
D) in- home interviews; mall intercept interviews

Question 34

is an approach in which data collection is based on physical traces, or evidence, of past behavior.

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

Question 35

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?

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

Question 36

Telephone interviews may be further classified as traditional telephone interviews or (Figure 6.1 in the text).

A) computer- assisted telephone interviews (CATI)
B) in- home
C) both A and B are correct
D) none of the above

Question 37

is a method of last resort.

A) Content analysis
B) The mail interview
C) Trace analysis
D) The mall intercept interview

Question 38

In the context of the department store patronage project, analyzing store charge card slips to examine customer store credit usage behaviors is an example of .

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

Question 39

According to Table 6.3 in the text, the comparative evaluation of survey methods, the percentage of the total attempted interviews that are completed refers to the _ criteria.

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

Question 40

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?

A) the speed with which the data are returned
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 questionnaire can be created

Question 41

In unstructured observation, potential for observer bias is high. For this reason, the observation findings should be treated as hypotheses to be tested rather than as conclusive findings.

Question 42

Unstructured observation is most appropriate for conclusive research.

Question 43

Mail surveys, mail panels, e- mail, and Internet surveys require a large field force.

Question 44

Observing children playing with new toys is an example of unstructured observation.

Question 45

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

Question 46

Response latency is used as a measure of the relative preference for various alternatives.

Question 47

The random digit dialing (rdd) technique is used to overcome the bias of business and recent numbers.

Question 48

It is best to view observation as a complement to survey methods, rather than as being in competition with them.

Question 49

Not all survey methods are appropriate in a given situation.

Question 50

With computer automated telephone surveying, human intervention is needed to record the questions to be asked during the phone survey.

Question 51

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.

Question 52

If the use of physical stimuli is necessary, such as the product, a product prototype, commercials, or promotional displays during the interview, in- home interviews are preferable to personal interviews conducted at central locations (mall intercept and CAPI).

Question 53

The pantry audit is a type of audit where the researcher inventories the brands, quantities, and package sizes of products in a consumer's home.

Question 54

Telephones offer access to geographically dispersed respondents and hard to reach areas.

Question 55

A mail panel consists of a large, nationally representative sample of businesses that have agreed to participate in periodic mail questionnaires and product tests.

Question 56

A primary method of observation using the Internet is to count the number of times a Web page is visited.

Question 57

Voice pitch analysis measures emotional reactions through changes in the respondent's voice and is a type of mechanical observation.

Question 58

The extent to which the respondent can interact with the interviewer and survey questionnaire refers to the _.

A) response rate
B) control of data collection environment
C) flexibility of data collection
D) sample control

Question 59

In the traditional mail interview, questionnaires are mailed to random potential respondents.

Question 60

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

Question 61

What are the researcher's responsibilities with regards to anonymity in survey and observation research?

Question 62

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

Question 63

Survey questionnaires may be administered in four major modes: (1) telephone interview, (2) personal interviews, (3) mall interviews, and (4) electronic interviews (Figure 6.1 in the text).

Question 64

Discuss the personal interviewing methods.

Question 65

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

Question 66

Discuss how the researcher would code and analyze data obtained from a content analysis.

Question 67

Content analysis could be profitably employed in the analysis of structured questions.

Question 68

A sampling frame is a representation of the elements of the target population. It consists of a list or set of directions for identifying the target population.

Question 69

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.

Question 70

Discuss the traditional mail interview method and the typical mail interview package.

Question 71

An example of structured observation would be an auditor performing inventory analysis in a store.

Question 72

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.

Question 73

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

Question 74

Less effort is required of the respondent in a personal interview than in a telephone or mail interview.

Question 75

Mail panels can be used to obtain information from the same respondents repeatedly.

Question 76

The various data- collection modes are mutually exclusive.

Question 77

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

Question 78

The potential for non- response bias increases as the response rate decreases.

Question 79

To conduct an e- mail survey, the survey is written within the body of the e- mail message.

Question 80

Personal interviews conducted at central locations (mall intercept and CAPI) offer the least degree of environmental control.