Question 1

A research method in which a number of people are exposed to an idea or concept and the interaction of the people is observed is called a(n)

Accepted Answer

This best describes a focus-group interview, where a small group of individuals are brought together to discuss a specific topic or concept under the guidance of a facilitator. The interactions between the group members are observed to gain insights and gather information. The other options (in-home interview, mail-group survey, shopping mall intercept interview, and chat room interview) do not involve the observation of group interactions.

Question 2

The major disadvantage of a mail survey versus a telephone or personal survey is

Accepted Answer

The major disadvantage of a mail survey is the potential for low response rates due to respondents failing to return the questionnaire. This can lead to a biased sample and less accurate results. The other options listed have their own drawbacks, but do not address the specific disadvantage of low response rates.

Question 3

A survey question that requires a yes or no answer is called a

Accepted Answer

A survey question that requires a yes or no answer is called a dichotomous question. A qualifier adds additional information to a question, a multiple-choice question offers several answer options, a 50-50 question is not a commonly used term, and a bimodal question asks respondents to choose between two different options.

Question 4

Although telephone surveys can be conducted very quickly, a major limitation is

Accepted Answer

Telephone surveys suffer from respondent fatigue, leading to a low response rate. Hence, only a small portion of the population likes to participate in such surveys.

Question 5

When Pepsi Max implemented a telephone survey to determine the effectiveness of a recent advertising campaign. One of the questions the interviewer asked was, "Have you ever heard of a cola with twice the caffeine of regular colas?" This is an example of which of the following kinds of questions?

Accepted Answer

The answer of When Pepsi Max implemented a telephone survey...

Question 6

Compared to a mail survey, telephone surveys have

Accepted Answer

Telephone surveys typically have higher response rates, as they allow for quicker and more personal interactions with respondents. However, they also come with higher costs compared to mail surveys.

Question 7

Low response rate and privacy are both issues of concern related to

Accepted Answer

E-mail surveys have a tendency for a low response rate due to the number of spam messages that people receive in their inboxes, which can cause them to overlook or delete survey invitations. Additionally, privacy and data protection are a common concern with e-mails, as some people may distrust an unknown sender and be hesitant to divulge their personal information.

Question 8

The use of land lines is declining, causing it to be more difficult for market researchers to

Accepted Answer

Land lines used to be the primary source for conducting phone surveys, which require a random sample of the population. However, with the decline in land line usage, it has become more difficult to use phone surveys to collect a representative sample. This means that researchers may have to find new and innovative ways to collect data, such as online surveys or targeting specific populations that still use land lines.

Question 9

Marketing researchers typically favor ____ because they are extremely flexible.

Accepted Answer

The answer of Marketing researchers typically favor ____ because they...

Question 10

Kelsey thinks she will be able to get the highest quality of responses concerning the product features most sought by consumers through personal interviews. She decides to conduct her interviews at ____ because this is the most common location for personal interviews.

Accepted Answer

A shopping mall is a public place that attracts a diverse group of people, making it a common location for personal interviews. This can help in getting a wide range of perspectives on the most sought-after product features by consumers. Conducting interviews at the respondent's home or the interviewer's home can have limitations such as time constraints, convenience and privacy concerns. Likewise, conducting interviews at the company's offices may not provide a natural setting for respondents to freely express their opinions. A city park may have issues with noise and distractions, making it difficult to conduct interviews.

Question 11

If a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended data collection process, he or she should use

Accepted Answer

A focus-group interview would be the best choice for observing group interaction during an informal, unstructured, and open-ended data collection process. This method involves a trained moderator guiding a discussion among a small group of participants, allowing for natural conversation and the opportunity to explore various topics in-depth.

Question 12

Mika is the marketing research manager for a company that sells skis and other sporting equipment. His company currently has a profitable brand and a good share of the traditional ski market, but would like to enter the "extreme" category of winter sports. Mika needs to obtain information about consumer attitudes of the company's current products as well as attitudes of potential customers in the "extreme" consumer market. He does not have constraints on time, but he does have a modest budget for research. Mika should probably use _____ to obtain the data about the company's current products, and _____ to obtain information about the extreme consumers' attitudes.

Accepted Answer

The answer of Mika is the marketing research manager for...

Question 13

An online survey conducted before students could register for their fall semester classes asked, "Do you think online professor evaluation forms would be better than paper and pencil forms administered during class?" This is an example of a(n) ____ question.

Accepted Answer

The answer of An online survey conducted before students could...

Question 14

Participants in ____ frequently get to see pictures, products, advertising samples, and diagrams.

Accepted Answer

The answer of Participants in ____ frequently get to see...

Question 15

An offshoot of mail surveys, ____ have shortcomings because the people who participate in them generally have higher incomes and education levels than the general population.

Accepted Answer

The answer of An offshoot of mail surveys, ____ have...

Question 16

For demographic purposes, a mail survey sent out by the American Cancer Society asks each respondent to identify their race by choosing among a list of possibilities. This common type of question is called a(n) ____ question.

Accepted Answer

The question provides a list of possibilities, making it a multiple-choice question.

Question 17

The manager of MegaMarket is interested in asking consumers what they think about the store's new layout and expanded produce selection. If the manager would like to obtain a high response rate and have the study conducted as quickly as possible, which data collection method would you recommend?

Accepted Answer

Telephone surveys typically yield quicker responses than mail surveys or other methods, and they often have higher response rates because the interviewer can directly engage with the respondent, encouraging them to complete the survey.

Question 18

An item on the University Book Store's survey asks respondents to tell the store, in their own words, what they like least about textbook shopping. This item would be an example of a(n) ____ question.

Accepted Answer

An open-ended question is one that allows respondents to answer in their own words without being restricted by pre-determined response options. The item in the survey asking for respondents' own words about what they like least about textbook shopping is an example of an open-ended question.

Question 19

Which of the following survey methods has the potential to offer quick response at a lower cost than traditional mail and telephone surveys?

Accepted Answer

Online surveys have the potential to offer quick response at a lower cost than traditional mail and telephone surveys due to the ease of distribution and lack of postage fees or staffing needed for phone calls.

Question 20

Emily Dawson and seven other people were paid to get together and discuss a new product idea proposed by Johnson & Johnson. Researchers observed the interaction of the group. During the discussion, Emily was annoyed that Jack, another participant, seemed to "hog" the discussion and didn't give others a chance to speak. This is an example of a problem when using ________.

Accepted Answer

This scenario is an example of a problem that can arise during focus-group interviews. In this case, one participant, Jack, dominated the discussion, which can negatively impact the quality of the data collected. Focus groups can be useful for gathering in-depth information, but researchers need to carefully manage group dynamics to ensure that all participants have the opportunity to speak and share their perspectives.

Quiz 5: Marketing Research and Information Systems