Question 1

A major limitation of the mall intercept interview is:

Accepted Answer

One drawback of a mall intercept interview is that it is hard to get a representative sample of the population.

Question 2

Which of the following is an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer?

Accepted Answer

This is the definition of computer-assisted personal interviewing.

Question 3

Research done by ShopLocal.com found that Americans today are concerned enough about sustaining the environment that they are willing to spend more.Suppose that to cut the cost of the research,ShopLocal.com included a second study asking consumers about their preferences in the upcoming presidential elections.This research would be an example of:

Accepted Answer

Piggyback studies collect data on two different projects using one questionnaire.

Question 4

Which of the following is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into a computer?

Accepted Answer

This is the definition of computer-assisted self-interviewing.

Question 5

A _____ is a specially designed phone room used to conduct telephone interviewing.

Accepted Answer

This is the definition of a central-location telephone (CLT)facility.This type of facility has many phone lines,individual interviewing stations,sometimes monitoring equipment,and headsets.

Question 6

The office of lieutenant governor was vacated,and a special election was called to fill the office.When the head of the state's Department of Education decided she might run for the office,she was unsure how running for this office could affect her long-term plans for running for the office of U.S.senator.She has hired a research company to obtain survey data from voters in the state.Given that she must make a decision in less than three weeks,the research company should use:

Accepted Answer

The quickest way to ascertain this information would be a telephone survey of state voters.

Question 7

What is the chief advantage of primary data?

Accepted Answer

Primary data are information collected for the first time for the purpose of solving a particular problem under investigation.

Question 8

You must conduct research to find out a great deal of information about the motives and desires of potential customers for a home delivery grocery service.You need a sample of at least 300 people who spend at least $100 weekly at the supermarket,and you don't have a lot of money to conduct the research.You should use:

Accepted Answer

Mail surveys are the least expensive method of data collection for a sample of this size when a lengthy survey is required.

Question 9

Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting:

Accepted Answer

Computer technology can be applied by marketing researchers when conducting mall interviews.

Question 10

When Wilson,a manufacturer of tennis racquets,sent a team of researchers,designers,and tennis pros out to visit with 40 women tennis players of various abilities in locations from California to Florida to find out what women players want in a racquet,what kind of research were they conducting?

Accepted Answer

Primary research is conducted when data are gathered for the first time to answer a specific research question.

Question 11

Which type of survey research method involves interviewing people in the common areas of shopping malls?

Accepted Answer

This is the definition of a mall intercept interview.

Question 12

When a university began thinking about offering more online degrees,it used primary data to get potential students' attitudes and intentions.What is the most likely reason for using primary data?

Accepted Answer

Primary data are information collected for the first time for the purpose of solving a particular problem under investigation.

Question 13

Community Trust Bank's management decided to design a new product and promotion to appeal to small to medium-sized businesses.A researcher conducted a series of focus groups with business owners to find out more about what they wanted in bank services.With the focus groups,Community Trust was collecting _____ data.

Accepted Answer

Primary data is information collected for the first time,and the use of focus groups is one way of collecting such data.

Question 14

Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data.

Accepted Answer

This is the definition of primary data.

Question 15

In-home personal interviews:

Accepted Answer

The cost of interviewer time and mileage is high,but these interviews yield high-quality information.

Question 16

Telephone interviews offer:

Accepted Answer

Telephone interviews are one of the fastest means for collecting data.

Question 17

Low response rate is a problem commonly associated with:

Accepted Answer

Mail surveys often have low response rates.

Question 18

A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic by having consumers feel and respond to the fabric.Which form of survey would allow it to do this?

Accepted Answer

A mall intercept allows demonstration of the product,and the others do not.Observation studies and laboratory tests are not types of surveys.

Question 19

A company wanted to collect data on consumers' perceptions of its new brand.The marketing research director has recommended using a mail panel operated by Synovate.What can the company expect from a mail panel?

Accepted Answer

Mail panel members are recruited to be used as a sample several times,and response rates of 70 percent are not uncommon.

Question 20

The most popular method for gathering primary data is _____,in which a researcher interacts with people to obtain facts,opinions,and attitudes.

Accepted Answer

Survey research takes several forms and is the most popular method for gathering primary data.

Quiz 9: Decision Support Systems and Marketing Research