Question 1

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 failure of respondents to return the questionnaire. Unlike a telephone or personal survey where the interviewer can ensure the respondent completes the survey, a mail survey relies on the respondent voluntarily returning the questionnaire, and this can lead to low response rates.

Question 2

Compared to a mail survey, telephone surveys have

Accepted Answer

Telephone surveys tend to have higher response rates compared to mail surveys.

Question 3

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 4

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. This method is called a

Accepted Answer

The method of paying a group of people to discuss a new product idea and observing their interaction is a classic example of a focus-group interview. A focus-group interview is a qualitative research method used to gather information and opinions on a specific topic from a group of individuals through a guided discussion. This method is commonly used in market research to test new products, advertising campaigns, or packaging designs.

Question 5

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 allows respondents to answer in their own words, which is what is required in this case. The other types of questions listed provide specific answer options or require a yes or no response.

Question 6

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

Accepted Answer

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

Question 7

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 8

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 the most common location for personal interviews as it allows for a diverse group of consumers to be surveyed in one place. It also provides a neutral location where respondents can feel comfortable and not rushed.

Question 9

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 10

Which of the following basic survey methods is the least expensive method if there is an adequate response rate?

Accepted Answer

Online surveys are the least expensive method if there is an adequate response rate as they do not require printing, postage or telephone expenses. Additionally, they have a wide reach and can be conducted quickly.

Question 11

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

Accepted Answer

According to research, the response rate for telephone surveys has been declining, and only a small portion of the population likes to participate in telephone surveys. This ultimately limits the representativeness of the sample and can result in biased results.

Question 12

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 asks for respondents to choose among a list of possibilities, indicating that it is a multiple-choice question. The fact that the options are categorized by race is not relevant to the question type.

Question 13

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 allows for group interaction and is typically informal, unstructured, and open-ended in nature. Observation could also be an option, but it may not allow for gathering as much verbal data as a focus-group interview. On-site computer interviews, shopping mall intercept interviews, and telephone surveys do not allow for direct group interaction.

Question 14

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

Accepted Answer

A dichotomous question only has two possible responses, either yes or no.

Question 15

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 responses at a lower cost compared to traditional mail and telephone surveys. Online surveys can reach a large number of people quickly, and there are several free or low-cost tools available to create and distribute them. Additionally, respondents can fill out online surveys at their convenience, which can result in higher response rates.

Question 16

Spam and privacy are both issues of concern related to

Accepted Answer

Spam and privacy are both major concerns when conducting e-mail surveys, as people's inboxes are flooded with unwanted messages and their personal information may be at risk if the survey is not secure.

Question 17

Marketing researchers typically favor ____ because they are extremely flexible.

Accepted Answer

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

Question 18

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 19

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

A focus-group interview fits the description of a research method in which a number of people are exposed to an idea or concept and their interaction is observed. In-home interviews, mail-group surveys, shopping mall intercept interviews, and chat room interviews do not necessarily involve observing group interactions in the same way.

Question 20

The National Do-Not-Call list affects the ability of marketing researchers to use

Accepted Answer

The National Do-Not-Call list specifically affects telephone surveys, as it prohibits telemarketers from calling individuals who have placed their phone numbers on the list. Marketing researchers who conduct telephone surveys are also subject to this restriction.

Quiz 4: Marketing Research and Information Systems