Deck 7: A: Online Marketing Research

Question 1

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)screened Internet sample
C)random web site intercepts
D)unrestricted Internet sample
E)none of the above

Answer 1

E

Question 2

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.

Answer 2

D

Question 3

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 the above

Answer 3

B

Question 4

An advantage of this type of recruited Internet sample is that it generates large pools of
Respondents who are available to respond quickly.

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

Question 5

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

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

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 the above

Question 7

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

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 the above are advantages of online surveys.

Question 9

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

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 10

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 11

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 12

What type of data do newsgroups produce?

A)primary
B)secondary
C)quantitative
D)none of the above

Question 13

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

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

Question 14

Which of the following is a common complaint of online surveys?

A)time of deployment
B)lack of representative sample
C)high cost
D)none of the above

Question 15

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 the above.

Question 16

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 17

Channel M2 is used for conducting:

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

Question 18

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)none of the above.

Question 19

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)none of the above

Question 20

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 the above

Question 21

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.

Question 22

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

Question 23

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

Question 24

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

Question 25

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

Question 26

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?

Question 27

Decision Analyst,one of America's most progressive firms in applying Internet technology to marketing research,offers two types of online focus groups called_____________________.

A)Real-Time Online Focus Groups & Non Real-Time Online Focus Groups.
B)Real-Time Online Focus Groups & Time-Restraining Online Focus Groups.
C)Real-Time Online Focus Groups & Time-Extending Online Focus Groups.
D)None of the above

Question 28

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

Question 29

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

Question 30

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

Question 31

Why might a consultant considering the use of a focus group prefer an online focus over a traditional focus group?

Question 32

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

Question 33

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

Question 34

A _______________ is a text file placed on a user's computer in order to identify the user when she or he revisits the Web site.

A)Click
B)Cookie
C)Tool
D)Memory icon

Question 35

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

Question 36

A client needs a survey done quickly,and is on a limited budget.The clients target market consists of persons from 25-to-54 years old.You suggest an email questionnaire survey.Your colleague argues that Internet samples never produce representative samples,because so many households are not online.How would you respond to your colleague,and why would an email survey produce the data needed,given your time and budgetary constraints?

Question 37

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

Question 38

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

Question 39

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

Question 40

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