Question 1

Basic limitations of the telephone interview include all of the following except

Accepted Answer

Scalability is an advantage; additional interviewers can be hired and trained,allowing for quicker expansion of a project.

Question 2

Of the four communication methods,_______________ offer the greatest degree of sample control.

Accepted Answer

Because it is relatively easy to verify information and select respondents based on specific criteria,personal interviews offer the highest level of sample control.

Question 3

Of the four communication methods,_______________ is by far the fastest way to obtain large quantities of data.

Accepted Answer

Web-based surveys are the speediest means of collecting large quantities of data,especially if a dedicated online panel is used.

Question 4

In estimating the degree of non-response error,_______________ determines how different each successive callback group is from the previous respondent group and evaluates the relevance of this difference to the management decision.

Accepted Answer

With sensitivity analysis,each succeeding group of respondents is compared to the previous group of respondents.If the management decision is insensitive to this difference,cease further callbacks.

Question 5

The sampling frame is the

Accepted Answer

The sampling frame is a list developed from the population,from which the sample will be drawn.

Question 6

When evaluating which communication approach best meets the needs of a research project,all of the following criteria are relevant except

Accepted Answer

Criteria relevant to evaluate include versatility,cost,time,sample control,quantity of data,quality of data,and response rate.

Question 7

All of the following are components of attitude except

Accepted Answer

The three components of attitude are cognitive,affective,and behavioral.

Question 8

The advantages of the communication method,as compared to the observation method,are all of the following except

Accepted Answer

Respondents' unwillingness to participate is a disadvantage of communication methods.

Question 9

A variation on the standard focus group is the _______________,which is a group that consists of a moderator and 4 to 5 participants.

Accepted Answer

The minigroup is especially effective for private or sensitive issues or for greater in-depth probing.

Question 10

In terms of conclusive research,data on _______________ are among the most sought-after respondent data in marketing research.

Accepted Answer

Because of the presumed relationship between attitudes and behavior,it is the most sought-after respondent data.

Question 11

Synergism,one of the advantages of focus group interviews,refers to which of the following:

Accepted Answer

Synergism refers to the idea that the combined effect of the group will produce a wider range of information,insight,and ideas than will an accumulation of the responses of a number of individuals when these replies are secured privately.

Question 12

In comparison to other data collection techniques,the focus group interview has all of the following tangible advantages except

Accepted Answer

Focus groups have the advantage of a flexible structure,not a high level of structure.

Question 13

A major disadvantage of the focus group interview is that

Accepted Answer

The focus group interview can be part of exploratory research,but cannot serve as conclusive research.Participants usually find comfort in the group and become more willing to express their ideas and feelings.Group interviews allow closer scrutiny of the data collection process,because several observers can witness the session,and it can be recorded for later playback and analysis.

Question 14

The largest application of online marketing research analysis is for

Accepted Answer

By far,the largest application of online marketing research analysis is for standard consumer and customer surveys.

Question 15

When considering the three traditional approaches of communication,when sensitive or embarrassing questions are involved,evidence indicates that _______________ will produce the highest quality data.

Accepted Answer

Mail interviews tend to work the best,because there is no personal contact with the respondent by the interviewer.

Question 16

_______________ is a quantitative research procedure that attempts to explain why people behave as they do and why they hold their current attitudes.

Accepted Answer

Psychographics is a quantitative tool with the goal of helping to categorize and measure aspects of how people behave,believe,and reason.

Question 17

A low response rate from a survey

Accepted Answer

Non-response error exists when those who respond are somehow different from those who do not respond.A low response rate increases the chances of non-response error,but does necessarily mean that it will occur

Question 18

The most expensive approach per completed interview of the four communication methods is generally

Accepted Answer

Personal interviews are typically the most expensive,due to labor costs for skilled interviewers.

Question 19

Methods for estimating the degree of non-response error include all of the following proposed methods except

Accepted Answer

The fourth method is subjective estimate.

Question 20

The most versatile of the four communication methods is

Accepted Answer

Personal interviews provide the most versatility because of the fact-to-face relationship between the respondent and interviewer.

Quiz 5: Data Collection: Exploratory and Conclusive Research