Deck 6: Online Marketing Research

Question 1

Which of the following is a common complaint of online surveys?

A) time of deployment
B) lack of representative sample
C) high cost
D) none of the above

Answer 1

B

Question 2

Which of the following are disadvantages of online focus groups?

A) Group dynamics
B) Nonverbal inputs
C) Client involvement
D) Exposure to external stimuli
E) Role and skill of the moderator
F) All are disadvantages of online focus groups

Answer 2

F

Question 3

Which of the following does not help researchers gain survey completions?

A) Avoiding research-ese in the language of a questionnaire
B) Keeping the survey completion time to less than twenty minutes
C) Keeping studies offering too much information, just ask questions
D) Providing opportunities for open-ended answers
E) All help researchers gain survey completions

Answer 3

C

Question 4

A researcher interested in reaching a low incidence population should consider what type of online sample?

A) open online panel
B) closed online panel
C) end consumer panel
D) none of the above

Question 5

When beginning your research, why should you be wary of using a person's personal page as a reference point?

A) Personal pages have no publisher or domain owner vouching for their validity
B) You must research the person whose page it is to validate their credentials
C) You don't know if the information is factual or opinion
D) All of the above are why a personal page is not a good reference point

Question 6

A market researcher needs to study the shopping habits of married couples over the age of 30 in Moscow. Concerns about validating the study and sampling the right populations leads you to recommend______________________.

A) conducting parallel studies online and off
B) conduct an online study
C) conduct an offline study
D) none of the above

Question 7

A researcher is launching an online survey and wants to focus on females who earn more than $75,000 per year. What type of Internet sample should they use?

A) data capture of Web visitors
B) screened Internet sample
C) random web site intercepts
D) unrestricted Internet sample
E) none of the above

Question 8

Which of the following is the biggest complaint about using online surveys?

A) slow deployment
B) lower response rates
C) lack of representative sample
D) lack of callback procedures
E) all of the above

Question 9

Which of the following is a weakness of online surveying?

A) hard to reach low incidence populations
B) more data processing required than traditional surveys
C) some respondents may be over surveyed
D) not able to gather open-ended responses

Question 10

____________________invites only prevalidated individuals or those with shared known characteristics to enroll in a research panel.

A) open online panel
B) closed online panel
C) commercial online panel
D) end consumer online panel

Question 11

When evaluating a webpage which of the following domains would automatically seems a qualified resource for secondary research?

A) .edu
B) .mil
C) .gov
D) .us
E) all of the above

Question 12

Greenfield Online and Harris Interactive are examples of _______.

A) recruited panels
B) opt-in list rentals
C) opt-in panels
D) mail panels
E) data capture of visitors

Question 13

In a recent study, which incentive method was most effective at raising response rates for online surveys?

A) entering into a sweepstakes
B) free membership in a research panel
C) small cash payment for each respondent
D) none of the above

Question 14

An advantage of this type of recruited Internet sample is that it generates large pools of respondents who are available to respond quickly.

A) recruited panels
B) opt-in list rentals
C) opt-in panels
D) random website intercepts
E) data capture of visitors

Question 15

____________________allows any person with Internet access to self-select and join a research panel.

A) open online panel
B) closed online panel
C) commercial online panel
D) end consumer online panel

Question 16

____________________is a group of individuals who agreed to receive invitations to do online surveys for a particular panel company.

A) open online panel
B) closed online panel
C) commercial online panel
D) end consumer online panel

Question 17

Which of the following is not characteristic of Internet email surveys?

A) online self-administered interview
B) significant interviewer bias
C) medium to high risk concerning representativeness
D) bulk email contact
E) purchased list of non-profiled respondents

Question 18

A researcher who wanted to conduct focus groups with brain surgeons might be advised to use:

A) traditional focus groups.
B) online focus groups.
C) a mall intercept to recruit.
D) none of the above.

Question 19

Which of the following is not an advantage of online surveys?

A) rapid deployment
B) dramatically reduced costs
C) representative sample
D) high response rates
E) All of the above are advantages of online surveys.

Question 20

Online surveys are ideal for:

A) reaching a low incidence population.
B) reaching a high incidence population.
C) reaching senior citizens.
D) a survey that requires extensive probing.

Question 21

What type of data do newsgroups produce?

A) primary
B) secondary
C) quantitative
D) none of the above

Question 22

A problem with Internet surveys is that questionnaires must be long and detailed.

Question 23

Some prominent marketing researchers think that online focus groups can replace conventional focus groups.

Question 24

A problem with Internet surveys is the cost of development, which brings down project profitability more than other modes of data collection.

Question 25

What type of research has basically replaced computer-assisted telephone interviewing?

A) Online survey research
B) Productive Research
C) Telephone Research
D) Random Research

Question 26

A web community is a carefully selected group of consumers who agree to participate in an ongoing dialogue with a corporation.

Question 27

Respondent participation is critical to the success of the research process in order to minimize nonresponse bias.

Question 28

Open-sourced panelists typically take longer than closed-source panelists to complete surveys.

Question 29

Online focus groups have an advantage over traditional focus groups in that they reduce:

A) objectivity
B) participation rates
C) travel costs
D) group dynamics
E) none of the above

Question 30

When a researcher "googles" a topic in order to try to frame a research problem, he/she is seeking what type of data?

A) primary
B) secondary
C) quantitative
D) none of the above

Question 31

Open panel recruitment is more likely to lead to "professional" respondents.

Question 32

From the researcher's point of view, the most important thing for panel companies to consider is:

A) recruiting panel members in the most cost effective way.
B) having a large number of panel members.
C) maintaining quality standards in recruiting panel members.
D) none of the above.

Question 33

Do-it-yourself software, such as SPSS Quanquest, requires that you do not offer the respondent a good experience if you expect the person to complete the survey.

Question 34

Moderators play a more important role in online focus groups than in traditional focus groups.

Question 35

One of the advantages of Internet surveys is their ability to access hard-to-reach respondents.

Question 36

Commercial panel companies charge organizations for access to their panelists.

Question 37

Which of the following are not disadvantages of online focus groups?

A) lessened group dynamics
B) lack of nonverbal inputs
C) less interviewer bias
D) exposure to external stimuli less efficient
E) All are disadvantages of online focus groups.

Question 38

Mobile research can accommodate a variety of question-and-answer features beyond basic SMS messages.

Question 39

Internet surveys have a higher cost per survey than telephone surveys.

Question 40

The cooperation rate for online studies using lists is typically higher than that for online studies that use panels.

Question 41

List and describe at least 5 advantages of online surveys over traditional surveys.

Question 42

A client is considering new approaches to marketing for their children's vitamins. They ask you to perform demographic searches in their key markets in one state contrasting areas of high sales versus areas where sales remain sluggish. Describe at least three websites you might use to begin your research.

Question 43

A client needs a survey done quickly, and is on a limited budget. The client's target market consists of persons from 25-to-54 years old. You suggest an email questionnaire survey. Your colleague argues that Internet samples never produce representative samples, because so many households are not online. How would you respond to your colleague, and why would an email survey produce the data needed, given your time and budgetary constraints?

Question 44

The first step in an Internet search strategy varies from project to project.

Question 45

Clients can't observe online focus groups.

Question 46

A client in Cleveland, Ohio wants to know how customers perceive the food quality and service at their small chain of four restaurants to those of the larger competitors. The owner has a limited number of email addresses, discuss how feasible an online survey or consumer panel would be and suggest some alternatives

Question 47

Web communities provide researchers with access to brand advocates, emotionally invested in the company's success.

Question 48

Why might a market researcher prefer a panel consisting of respondents recruited via a closed online panel recruitment effort rather than an open-online panel recruitment?

Question 49

Describe at least three advantages Internet interviewing would have over "snail-mail" interviewing.

Question 50

Why might a consultant considering the use of a focus group prefer an online focus group over a traditional focus group?