Deck 7: Online Marketing Research-The Growth of Mobile and Social Media Research

Question 1

A marketing research online community (MROC)can help do which of the following?

A)Map the psyche of consumer segments
B)Brainstorm new ideas
C)Co-create and test new products
D)Observe natural consumer behavior
E)All of these

Answer 1

E

Question 2

Greenfield Online and Harris Interactive are examples of _______.

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

Answer 2

A

Question 3

Which of the following is an advantage of video-based online focus groups?

A)Moderators can see and hear participants
B)Probing is not compromised.
C)Participants can log in from any part of the country
D)Built-in collaboration tools enable the moderator to show multiple forms of stimuli
E)All of these are advantages

Answer 3

E

Question 4

What type of data do newsgroups produce?

A)primary
B)secondary
C)quantitative
D)none of these

Question 5

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

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

Question 6

Online surveys are ideal for:

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

Question 7

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

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

Question 8

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

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

Question 9

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

A)open online panel
B)closed online panel
C)end consumer panel
D)closed mail panel

Question 10

Which of the following is not characteristic of Internet surveys?

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

Question 11

Unlike normal e-mail messages,newsgroup messages are:

A)blogs
B)threaded messages
C)sent to just one user
D)none of these

Question 12

Which of the following is a weakness of online surveying?

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 13

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

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

Question 14

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

A)primary
B)secondary
C)quantitative
D)none of these

Question 15

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)data capture of Web visitors
B)random web site intercepts
C)unrestricted Internet sample
D)none of these

Question 16

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

A)traditional focus groups.
B)online focus groups.
C)a mall intercept to recruit.
D)door to door interviews

Question 17

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

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 these

Question 18

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

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

Question 19

Channel M2 is used for conducting:

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

Question 20

What is the first step in finding a particular newsgroup?

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 21

The idea that anyone who wishes to complete a questionnaire online can do so is most closely related to which of the following issues?

A)An unrestricted Internet sample
B)A lack of callback
C)A time constraint online
D)No sample frame
E)None of these

Question 22

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

Question 23

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

Question 24

Traditional online focus groups are less effective at probing than offline focus groups.

Question 25

There is a newsgroup for nearly every hobby,profession,and lifestyle.

Question 26

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

Question 27

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

Question 28

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

Question 29

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

Question 30

Which of the following is not a good design technique for mobile surveys?

A)Create a short survey
B)Minimize the number of pages
C)Create simple questions
D)Minimize all nonessential content
E)Add many graphics to help explain concepts

Question 31

A primary means of communicating with other professionals and special-interest groups on the Internet is through newsgroups.

Question 32

Which of the following is not an advantage of mobile internet research?

A)Increased group dynamics
B)Broader reach
C)Richer content
D)Immediate feedback

Question 33

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

Question 34

Which of the following is an example of a survey design and web-hosting site?

A)Quanquest
B)Sawtooth CiW
C)SurveyMonkey
D)SurveyGold

Question 35

Recently,market researchers have used blogs to do which of the following?

A)monitor brands
B)track trends
C)profile customers
D)identify unmet needs
E)all of these

Question 36

Which of the following is not an advantage of mobile research?

A)Increased response rates
B)Increased convenience
C)Broader Reach
D)Richer content
E)Less quality in the content

Question 37

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

Question 38

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

Question 39

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

Question 40

Blogs cannot be used as a form of individual depth interviews (IDI).

Question 41

Much social media marketing research is different from traditional survey research.

Question 42

List and describe at least four (4)advantages of mobile research.

Question 43

List and describe at least 3 disadvantages of online surveys.

Question 44

Webcam focus groups require less screening than a traditional offline focus group.

Question 45

Describe the advantages of a webcam focus group over its predecessor of the bulletin board
online focus group.

Question 46

Respondents of online surveys respond at higher rates and more quickly on mobile devices.

Question 47

The Internet is an excellent tool to locate group participants that fit a very specific set of requirements.

Question 48

Explain the relationship between blogs,MROC's and marketing research.

Question 49

Internet survey results take a much longer time to tabulate results than traditional surveys.

Question 50

Explain the difference between a traditional marketing research survey and a social media
community project?

Question 51

For researchers wanting to conduct traditional survey research,social media should not be used as a respondent recruiting tool.

Question 52

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

Question 53

Commercial online panels are created for the exclusive use of one specific company or for one particular project.

Question 54

Using a closed online panel recruitment method gives a panel provider greater control over who is invited to the panel.

Question 55

A problem with online surveys is that the sample frame needed may not be available on the Internet.

Question 56

Online Individual Depth Interviews may be the only way to reach people such as physicians or busy executives.