Question 1

You have been given the task of creating a questionnaire that requires each respondent provide a rich array of information based on his/her own frame of reference.Which of the following types of questions would best deliver such information?

Accepted Answer

Open-ended questions provide respondents with the opportunity to provide detailed and personal responses without being limited by preconceived answer choices. This allows for a rich array of information based on the respondent's own frame of reference. True-false, mix-and-match, scaled-response, and closed-ended questions can be limiting and don't allow for the same level of detail and personalization in responses.

Question 2

_____ have essentially the same advantages and disadvantages of in-home interviews.

Accepted Answer

The answer of _____ have essentially the same advantages and...

Question 3

Adidas,the athletic shoe manufacturer,wants to collect data on consumer receptivity to its newest product line extension--Adidas perfume,a perfume with a floral scent.The marketing research director has recommended using a mail panel operated by NPD Research.What can Adidas expect from a mail panel?

Accepted Answer

The answer of Adidas,the athletic shoe manufacturer,wants to collect data...

Question 4

In which of the following situations would a marketing researcher be most likely to use executive interviews?

Accepted Answer

Executive interviews are most useful when the researcher wants to learn from the experiences and insights of senior level personnel within an industry. In this case, the manufacturer of extruded plastic needs to determine where there are other suitable markets for its products. The choice of executives to interview will depend on the research objectives and the company's market focus.

Question 5

A _____ is a form of personal interviewing that uses a group of seven to ten people that have been recruited because of certain desired consumer characteristics.

Accepted Answer

The description fits that of a focus group, which is a form of personal interviewing that involves a group of people with certain desired consumer characteristics. The other options do not fit this description.

Question 6

_____ is essential to the success of focus-group research.

Accepted Answer

Group dynamics are essential to the success of focus-group research as they determine how participants interact with each other and how their responses are affected by the social context of the group. Understanding group dynamics can help researchers identify potential biases and interpret the data more accurately. Empowerment, individualism, group acculturation, and corporate synergy may all be relevant in other contexts but are not specific to the success of focus-group research.

Question 7

Low response rate is a problem commonly associated with:

Accepted Answer

Mail surveys have a historically low response rate due to issues such as low motivation and a lack of personal interaction with the interviewer.

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 size 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,so you should use:

Accepted Answer

Mail surveys would be the most cost-effective way to gather information from a large sample size of at least 300 people. It also allows for anonymity, which may encourage more honest responses. In-home personal interviews and focus group interviews are more expensive and time-consuming, while a marketing experiment and observation research would not provide enough specific information on the motives and desires of potential customers.

Question 9

When the marketing researcher for Avon Meadows Travel Agency was putting together its questionnaire for studying the domestic travel market and the travel habits of people who travel at least four times a year,it listed five possible answers for each question and asked that the respondent choose one.This is an example of:

Accepted Answer

The use of five possible answers and asking respondents to choose one indicates that this is an example of closed-ended questions. Closed-ended questions limit the possible answers and provide a set of options for respondents to choose from.

Question 10

A survey by RoperASW asked consumers to check where they were most likely to look for information about a new book.Choices were book club catalogs,book reviews in newspapers,book reviews in magazines,television programs,friends,radio programs,local reading groups,or the Internet.What type of question was used in this survey?

Accepted Answer

The answer of A survey by RoperASW asked consumers to...

Question 11

Mail surveys can provide more thoughtful replies than other research methods can,but they often produce low response rates.This is an important consideration because:

Accepted Answer

Low response rates in mail surveys can lead to non-representative samples and potential biases in the data. It is important to consider who is most likely to respond to the survey and adjust for any potential biases in the analysis.

Question 12

When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers,it hired AMN to conduct a survey.It was important that the survey had a relatively low cost and offer anonymity to respondents to ensure candid answers.Which form of survey research should AMN have used?

Accepted Answer

A mail survey would allow AMN to reach a larger sample size of respondents in a cost-effective way while also offering anonymity, minimizing response bias and allowing for candid answers. This would be the most suitable option for this research objective. Focus groups, in-home personal interviews and mall intercept interviews would not offer anonymity and may be more costly to conduct. CLT interviews may not be suitable for this objective as it would require respondents to appear in-person, potentially limiting the sample size.

Question 13

Suppose the American Red Cross sent out a questionnaire that included the question "Why are so many people reluctant to donate blood?" This would be an example of a(n):

Accepted Answer

This is an open-ended question because it is asking for a free-form response without any predetermined answer choices. The American Red Cross is asking for respondents to provide their own thoughts and opinions on the topic.

Question 14

A promoter wants to know if there is a market for a convention devoted to understanding how the intellectual property of music companies,book publishers,and software development companies will be protected in the future from unauthorized use.What type of survey technique would be most appropriate for gathering this type of primary data?

Accepted Answer

The answer of A promoter wants to know if there...

Question 15

In a survey of consumer buying habits,Visa Canada asked Canadian shoppers,"Do you ever buy holiday gifts for your pets? This would be an example of a(n)_____ survey question.

Accepted Answer

The question only has two possible answers (yes or no), making it a dichotomous survey question.

Question 16

British Colombia's Sun-Rype Products conducted focus groups in which it learned Canadians are having trouble getting their required servings of fruits and vegetables each day-especially the vegetables.It used _____ research methods.

Accepted Answer

The use of focus groups suggests that Sun-Rype Products conducted survey research methods to gather information about Canadians' consumption of fruits and vegetables.

Question 17

The most expensive type of survey research is:

Accepted Answer

Executive interviews involve high-level decision-makers and are usually conducted face-to-face. These interviews are more expensive than other types of surveys because of the level of expertise required to conduct them and the time needed to schedule and conduct the interviews.

Question 18

In the survey Murphey filled out after spending the night at a New Hampshire inn,he was asked,"Have you ever stayed at an inn before your visit here? Circle YES or NO." This is a(n)_____ question.

Accepted Answer

The question only allows for a yes or no answer, making it a dichotomous question.

Question 19

Which of the following is the BEST example of an effective question on a mail survey?

Accepted Answer

The best question is straightforward, easy to understand, and relates to the topic at hand. "Have you ever put food out for wild birds?" is a simple and clear question that is likely to generate useful responses. The other options are either too convoluted, unrelated, or presumptuous.

Question 20

After McDonald's Canada introduced a Lighter Choice menu,its researchers conducted intercept interviews in store and asked consumers,"What motivated you to buy a Veggie Burger?" and " If you were to change the product in any way,how would you?" These are examples of:

Accepted Answer

The intercept interviews with open-ended questions allowed for respondents to freely express their thoughts and opinions, providing valuable qualitative data for the researchers. Scaled-response, Likert scale, and dichotomous questions would not have allowed for this level of depth and nuance in the responses.

Quiz 8: Decision Support Systems and Marketing Research