Deck 7: Primary Data Collection

Question 1

Sources of primary data include the organization itself, the environment, the Internet, and the distribution channel.

Answer 1

False

Question 2

Age, income, and gender are examples of demographic and socioeconomic data

Answer 2

True

Question 3

Attitudes refer to the anticipated future behaviors of an individual.

Answer 3

False

Question 4

Psychographics and lifestyle data are sometimes referred to as AIO (activities, interests, and opinions)

Question 5

Measuring intentions, motivations, and behaviors are all types of primary data.

Question 6

Intentions consist of inner states that direct our behavior toward a goal.

Question 7

Asking an individual what advertisements they recall from watching television last night is an example of awareness/knowledge data.

Question 8

Motivations refer to a person's feelings, convictions, or beliefs for an object, idea, or individual.

Question 9

Obtaining information about a person's behaviors can be accomplished through either self-reporting or through disguised or undisguised observation.

Question 10

The major methods of collecting primary data are communication and observation.

Question 11

Communication includes various direct approaches of asking questions of respondents by personal interviews, telephone surveys, or mail questionnaires.

Question 12

Observation involves the process of viewing market situations either in the field or in laboratory settings.

Question 13

Communication is the preferred method of collecting information on attitudes, intentions, and motives.

Question 14

The disadvantages of the communication method are also present with the observation method.

Question 15

The advantages of the communication method of collecting primary data include versatility, speed, and cost.

Question 16

Observational information is thought to have an advantage over communication in objectivity and accuracy.

Question 17

A major disadvantage of the observation method is that information internal to subjects (attitudes, motivations) cannot be observed.

Question 18

The communication method can be used for information collection using exploratory, descriptive, or causal research designs.

Question 19

The most commonly used observation method is the survey.

Question 20

The relatively structured approach of focus groups permits a free exchange of ideas, feelings, and experiences to emerge around the topics introduced by the moderator.

Question 21

Focus groups may provide an early warning system of shifts in the market

Question 22

It is generally better to select focus group members who know each other well.

Question 23

The quantitative rather than the qualitative conclusions are more important in the written report about the focus group results.

Question 24

A new trend in focus group design is the two-way focus group.

Question 25

Telephone interviewing is usually employed when the study design requires speedy collection of information from a small, geographically confined population.

Question 26

CATI stands for customer-assisted telephone interviewing.

Question 27

The advantage of using an interviewer to ask questions of a respondent using a WATS line is the ability to ask open-ended questions and answer respondent questions.

Question 28

A primary advantage of telephone interviews is the drawing of a representative sample.

Question 29

A primary disadvantage of telephone interviews is the relative high cost.

Question 30

A primary disadvantage of mail surveys is no control over who fills out the questionnaire.

Question 31

Anonymity is a primary advantage of mail questionnaires.

Question 32

Personal interviews are the most productive, accurate, comprehensive, controlled, and versatile types of communication.

Question 33

A primary advantage of using personal interviewing to collect data is it prevents interviewer bias.

Question 34

A primary disadvantage of using personal interviewing to collect data is its lack of flexibility and versatility.

Question 35

Shopping malls are frequently used for personal interviews because of their high volume of traffic.

Question 36

A disadvantage of Internet surveys is they are more expensive than using personal interviewers, the telephone, or the mail to collect data.

Question 37

At the present, one of the issues of greatest concern about using the Internet for survey research is the degree to which the respondents of Internet surveys are representative of a target population.

Question 38

Indirect observation involves actually watching an individual's behavior.

Question 39

An observation may be accomplished with or without the knowledge of the subject.

Question 40

The advantage of a disguised observation is that the subject has no motivation to alter his or her behavior, which may occur with an undisguised observation.

Question 41

Sources of primary data include the organization itself, the environment, and the distribution channel.

Question 42

Age, income, and gender are examples of demographic data only.

Question 43

Attitudes refer to a person's feelings, convictions, or beliefs for an object, idea, or individual.

Question 44

Psychographics and lifestyle data are sometimes referred to as ALO (activities, love interests, and opinions)

Question 45

Measuring intentions, motivations, and behaviors are all types of secondary data.

Question 46

Intentions refer to the anticipated future behaviors of an individual.

Question 47

Asking an individual what advertisements they recall from watching television last night is an example of measuring motivations.

Question 48

Motivations consist of inner states that direct our behavior toward a goal.

Question 49

Obtaining information about a person's behaviors can be accomplished through disguised observation only.

Question 50

The major methods of collecting secondary data are communication and observation.

Question 51

Communication includes various indirect approaches of asking questions of respondents by impersonal interviews, telephone surveys, or email questionnaires.

Question 52

Observation involves the process of viewing market situations in field settings only.

Question 53

Observation is the preferred method of collecting information on attitudes, intentions, and motives.

Question 54

The disadvantages of the communication method are not present with the observation method.

Question 55

The disadvantages of the communication method of collecting primary data include versatility, speed, and cost.

Question 56

Communication is thought to have an advantage over observational information in objectivity and accuracy.

Question 57

A major disadvantage of the communication method is that information external to subjects cannot be observed.

Question 58

The most commonly used communication method is the survey.

Question 59

The relatively unstructured approach of focus groups permits a free exchange of ideas, feelings, and experiences to emerge around the topics introduced by the moderator.

Question 60

It is generally better to select focus group members who have never met.

Question 61

The qualitative rather than the quantitative conclusions are more important in the written report about the focus group results.

Question 62

Telephone interviewing is usually employed when the study design requires speedy collection of information from a large, geographically dispersed population.

Question 63

CATI stands for computer-assisted telephone interviewing.

Question 64

A primary advantage of telephone interviews is the relative low cost.

Question 65

A primary disadvantage of mail surveys is question limitations such as limited scales.

Question 66

Anonymity is a primary advantage of telephone interviews.

Question 67

Mail surveys are the most productive, accurate, comprehensive, controlled, and versatile types of communication.

Question 68

A primary advantage of using personal interviewing to collect data is the sampling can be done in a very representative way.

Question 69

A primary disadvantage of using personal interviewing to collect data is its high cost.

Question 70

Shopping malls are not frequently used for personal interviews because of their high volume of traffic.

Question 71

An advantage of Internet surveys is they are less expensive than using personal interviewers, the telephone, or the mail to collect data.

Question 72

Direct observation involves actually watching an individual's behavior.

Question 73

Eye motion, pupil size and perspiration are examples of mechanical observation methods.

Question 74

Research questions are answerable by

A) primary data
B) secondary data
C) both primary and secondary data

Question 75

All of the following are major sources of primary data except

A) the organization itself
B) the environment
C) previous research
D) the distribution channel

Question 76

All of the following are types of demographic/socioeconomic data except

A) income
B) attitude
C) ethnicity
D) social status

Question 77

_____ are a person's feelings, convictions, or beliefs about an object, idea, or individual.

A) Attitudes
B) Psychographics
C) Motivations
D) Lifestyle data

Question 78

Attitudes are a common object of measurement for marketing research because

A) they are an important source of secondary data
B) their descriptions help marketers profile target market members
C) they are precursors of behavior and help explain why people act as they do
D) they explain demographic and socioeconomic data

Question 79

Psychographics and lifestyle data is concerned with all of the following except

A) people's personality traits
B) what interests people
C) how people live
D) people's attitude towards objects, ideas, and individuals

Question 80

On a survey, asking individuals to indicate their income would be an example of _____ data.

A) attitude
B) psychographic and lifestyle
C) demographic and socioeconomic
D) motivation