Deck 5: Marketing Research

Question 1

A major disadvantage of secondary data is that it can be costly.

Answer 1

False

Question 2

Hospitals have used mystery shoppers in the emergency room as a form of survey research.

Answer 2

False

Question 3

Studies have found that most people will trade off cost to some level of quality when there is only a marginal difference in the quality level of care provided.

Answer 3

False

Question 4

A major limitation of observational research is that it cannot address why people behave the way that they do.

Question 5

When conducting a focus group with participants dispersed geographically across several time zones, it is best to utilize a bulletin board focus group.

Question 6

In a quasi-experimental design, the researcher does not have control over all the variables.

Question 7

Focus groups are a version of observational research.

Question 8

Focus groups are used in two aspects of the research process-problem generation and hypothesis testing.

Question 9

A major benefit of focus groups is the synergistic effect that occurs with group discussion.

Question 10

The least expensive way to collect data is focus groups, in which 8 to 10 people are brought into one discussion format.

Question 11

Focus groups are one of two types of personal interviews.

Question 12

A major limitation of personal interviews is the cost.

Question 13

Social media is a unique source of data because it is not controlled by the researcher.

Question 14

Analyzing data from social media sites requires a process called post mining.

Question 15

To deal with the intrusive nature of telephone surveys, it is helpful to send out presurvey letters to consumers informing them of the incoming call.

Question 16

Telephone interviews offer the highest survey completion rates.

Question 17

A growing challenge today with telephone interviews is that many people no longer have landlines.

Question 18

With a complete random sample, data are collected from all members of the target population.

Question 19

In sampling design, the population is all elements or people of interest to the researcher.

Question 20

A telephone directory that is used to select people in a survey would be the sampling frame.

Question 21

In a mail survey, the sampling unit is typically household addresses.

Question 22

A probability sample is when the sampling unit is selected by chance.

Question 23

With a simple systematic sample, sampling starts with a random starting point and then takes every "kth" unit.

Question 24

A convenience sample is a simple random sample.

Question 25

Purposive samples in which experts' judgments are used for unit selection are nonprobability samples.

Question 26

The most systematic approach of all nonprobability sampling methods is the quota sample.

Question 27

When a highly accurate estimate of the population is needed, the sampling method needs to be a nonprobability method.

Question 28

Single unit sampling is more expensive than cluster sampling.

Question 29

Dividing the population into mutually exclusive subsets and randomly sampling from within each subset is a stratified sample.

Question 30

In a census, an initial step is to decide what percent of the population the sample will obtain.

Question 31

All stratified samples are proportionate.

Question 32

When a perfect sampling frame exists, then a single-stage sample can always be conducted.

Question 33

Abbreviations can be used in surveys when they are commonly recognized in the language of use.

Question 34

The objective of database marketing is to gather information to use for refining profit on service lines.

Question 35

Using a mystery shopper to try the hospital's phone system would be an example of which data-collection method?

A) Experimental
B) Survey
C) Observational
D) Interview

Question 36

Which of the following is a major limitation of observational research?

A) It is hard to observe people discreetly.
B) You cannot know why people are doing what they are doing.
C) The cost of this method is high.
D) The timeliness of the data collection is questionable.

Question 37

Focus groups have been useful in:

A) developing hypotheses and identifying potential customers.
B) targeting consumers and generating hypotheses.
C) explaining results of surveys and identifying target markets.
D) explaining survey results and developing hypotheses.

Question 38

Focus group data are:

A) exploratory.
B) qualitative.
C) synergistic.
D) quantitative.

Question 39

The major benefit of focus groups is:

A) their cost.
B) having multiple consumers in the group.
C) synergy.
D) the ease of analyzing the resulting data.

Question 40

What benefit of focus groups is sacrificed when conducting an asynchronous focus group?

A) Synergy
B) Face-to-face spontaneity
C) Ability to access hard-to-reach segments
D) Cost

Question 41

Which of the following are the two forms of personal interviews?

A) Focus groups and observational research
B) One-to-one interviews and Web surveys
C) One-to-one interviews and focus groups
D) Focus groups and Web surveys

Question 42

Sentiment mining is now being used to analyze:

A) focus groups.
B) observational research.
C) personal interview data.
D) social media blog sites.

Question 43

Which of the following is a major advantage of experimental research?

A) It costs less relative to observational research.
B) It allows for significant accuracy in terms of research coding.
C) It eliminates bias.
D) Specific variables can be measured to assess their effect on another variable.

Question 44

A major limitation of experimental research is:

A) the potential for researcher error.
B) the issue of transferability to the real world.
C) concerns with regard to data accuracy.
D) issues of timeliness.

Question 45

Which data collection method has the least relevance in health care?

A) Observation
B) Experiment
C) Survey
D) Focus group

Question 46

A hospital sets up a billboard for its referral line in one city, and then in a second city it runs newspaper ads for its referral line in order to determine which media approach generates more telephone calls. This research method would be categorized as which of the following?

A) Paired experimental design
B) Observation
C) Survey
D) Quasi-experimental design

Question 47

The major difference between an experiment and a quasi-experimental design is that in the latter:

A) the subjects know that they are in an experiment.
B) the costs are significantly lower.
C) not all variables can be controlled.
D) the sample size is usually greater.

Question 48

In marketing, a test market is a common form of which of the following?

A) Quasi-experiment
B) Survey
C) Observational research
D) Personal interview

Question 49

One of the quickest ways to gather data from individuals is:

A) personal interviews.
B) telephone interviews.
C) mail.
D) experiments.

Question 50

If an organization is trying to collect data on a topic where interviewer bias may be a concern, the best methodology to employ would be a:

A) mail survey.
B) telephone survey.
C) personal interview.
D) focus group.

Question 51

The major limitation to mail surveys is:

A) the rising cost of postage.
B) the low response rate and who returns the survey.
C) that people increasingly consider mail surveys to be junk mail.
D) the cost of incentives to encourage response rates have increased dramatically in the past 5 years.

Question 52

When an organization collects data from everyone in the population, it is a:

A) stratified sample.
B) total population sample.
C) full market sample.
D) census.

Question 53

In conducting a sample, the sampling frame is the:

A) exact definition of the sample.
B) the means of representing the sampling population.
C) the elements that will be the samples.
D) the sequence by which individuals will be sampled.

Question 54

An organization wants to conduct a survey of orthopedic surgeons. It has a mailing list of members of the American Academy of Orthopedic Surgeons. This mailing list represents the:

A) sampling frame.
B) sampling unit.
C) sampling definition.
D) sampling population.

Question 55

The major advantage of a probability sample versus a nonprobability sample is that:

A) with the probability sample everyone has an equal chance of being included in the survey .
B) the probability sample will yield better results.
C) with a probability sample an objective measure of reliability can be made.
D) None of these is correct.

Question 56

In order to conduct a probability survey, it is necessary to have a(n):

A) estimate of probabilities.
B) equal weight assigned to each person in the survey.
C) estimate of reliability and validity.
D) listing of the universe of the population.

Question 57

A hospital marketing manager tells the patient coordinator to hand out the patient satisfaction survey on discharge to every 20th patient who leaves the urgent care facility for the next week. This approach uses what sampling method?

A) Simple random sampling
B) Systematic sampling
C) Random variation
D) Convenience sample

Question 58

With a _______, a person is selected to be in a sample as a function of an expert's judgment.

A) purposive sample.
B) convenience sample.
C) simple random sample.
D) stratified sample.

Question 59

Purposive samples are:

A) simple random samples.
B) nonprobability samples.
C) stratified samples.
D) convenience samples.

Question 60

Which of the following nonprobability sampling methods is the most systematic?

A) Convenience sampling method
B) Purposive sampling
C) Stratified sampling
D) Quota sampling

Question 61

A major limitation to quota sampling is that:

A) quotas in health care are illegal under federal guidelines.
B) it is difficult to use more than a few control characteristics.
C) the strata are hard to determine sequentially.
D) the characteristics of interest must be known.

Question 62

When highly accurate estimates of the population values are required, which sampling method would be best?

A) Quota
B) Convenience
C) Purposive
D) Systematic

Question 63

The major reasons to decide between single unit and cluster sampling are the:

A) number of clusters needed and the size of the sample.
B) units of measurement and the number of clusters.
C) cost and the value.
D) time to complete the research and the accuracy of the data.

Question 64

Sampling error tends to be greater with which type of sample?

A) Single-unit sample
B) Stratified sample
C) Random sample
D) Cluster sample

Question 65

In order to construct a well-designed survey, it is essential to conduct:

A) a pretest among people similar to those who will receive the survey.
B) a personal interview in which the survey is reviewed with a small sample of people in front of a personal interviewer who solicits feedback.
C) a series of focus groups to test each question.
D) All of these are correct.

Question 66

When conducting marketing research, mock data tables should be created:

A) before the survey research is collected.
B) at the beginning of the analysis stage.
C) prior to beginning the writing of the report.
D) before presenting the results to the management team or the client.