Deck 8: Data Collection: Primary Data

Question 1

Which of the following is TRUE?

A) Since secondary data will rarely provide a complete answer to a research question, it is always a good idea to collect at least some primary data.
B) Attitudes and opinions held by consumers are more often used to delineate market segments than are demographic or socioeconomic characteristics.
C) A rather attractive feature of demographic and socioeconomic data is that all of the common variables of interest to researchers are easily verifiable as to their accuracy.
D) Personality is a good predictor of consumption behavior.
E) They are all false.

Answer 1

They are all false.

Question 2

Which of the following demographic/socioeconomic characteristics is generally the most difficult to verify?

A) sex
B) age
C) income
D) education level
E) race

Answer 2

income

Question 3

Which of the following types of primary data are NOT generally of interest to marketers?

A) psychological/life-style characteristics
B) demographic/socioeconomic characteristics
C) motivation
D) behavioral data
E) all of the above are of interest to marketers

Answer 3

all of the above are of interest to marketers

Question 4

Which of the following is NOT an example of the observation method of obtaining data?

A) The researcher classifies people into social class strata by personally rating the furniture in their homes via on-site visits.
B) An attitude researcher obtains people's reaction to a product display by showing them the display and then conducting depth interviews with the respondents.
C) A researcher assesses the popularity of various museum exhibits by noting tile wear in front of each exhibit.
D) A researcher notes the sex and race of each person making a purchase during a special sale.
E) All of the above are examples of the observation method.

Question 5

Which of the following is FALSE?

A) It is possible for response categories in a fixed alternative question to introduce bias.
B) The fixed alternative question is best used when factual information is required.
C) The main disadvantage of unstructured questions is the difficult and time-consuming tabulation problems that they pose.
D) Unstructured-undisguised questioning is best suited for descriptive work.
E) Unstructured-undisguised questions simplify the coding task.

Question 6

Structured-disguised questionnaires typically rest on some proposition regarding the role of attitude in the person's mental and psychological make-up. One proposition holds, for example, that

A) an individual's knowledge, perception and memory are conditioned by his attitudes and thus in order to assess his attitudes, we should ask him what he knows.
B) an individual's attitudes are conditioned by his knowledge and thus in order to find out what he knows we should ask him about his attitudes.
C) greater knowledge reflects the strength and direction of attitudes.
D) there is no relation between knowledge and attitude.
E) a and c above.

Question 7

Which of the following is NOT a current use for computer-aided interviewing (CAI) software?

A) telephone surveys where each interviewer has a computer from which to ask questions
B) In-person interviews where the respondent can respond to questions as they appear on the computer screen
C) mail administration where the questionnaire is sent on diskette to the respondent who completes the questionnaire and returns the diskette by mail
D) interviews in conjunction with mall intercepts where the respondent responds to questions as they appear on the monitor
E) all of the above are current uses for CAI software

Question 8

Which of the following is NOT an advantage of conducting computer-assisted interviews?

A) They often produce increased accuracy in the results.
B) Respondents may be more truthful when responding to a computer.
C) Questions may be personalized, since the computer is aware of previous answers.
D) They are very useful for disk-by-mail administration of general consumer surveys.
E) All of the above are advantages.

Question 9

Which of the following would NOT be considered a disadvantage of computer-assisted interviewing?

A) inability to explain ambiguous questions
B) cannot solicit lengthy responses
C) cannot probe respondents to clarify vague responses
D) Disk-by-mail administration is only useful for respondents who have computers
E) all of the above are disadvantages of computer-assisted interviewing

Question 10

Computers can be used to control:

A) telephone interviews.
B) personal interviews.
C) mail questionnaires.
D) a and b.
E) all of the above.

Question 11

Which of the following about computer assisted interviewing is FALSE?

A) The interviewing technique is not very useful when there are a number of skipping or branching questions in the questionnaire.
B) One advantage of such interviews is the personalization of questions they allow.
C) Telephones are currently the most popular way of conducting these interviews.
D) a and b.
E) a, b, and c.

Question 12

An advantage of computer assisted interviewing is

A) personalized questions.
B) preliminary tabulations.
C) the opportunity it provides for the interviewers to operate from many more locations.
D) a and b above.
E) all of the above.

Question 13

Which of the following is FALSE?

A) Observational data may be gathered using structured or unstructured methods.
B) Structured observation is used when the problem at hand has been formulated precisely enough to enable the researcher to define specifically the observations to be made.
C) Structured and unstructured observations are similar in that there must be an a priori specification of the behaviors that will be observed.
D) a and c.
E) a, b, and c.

Question 14

Which of the following is not an advantage of a Web-based survey?

A) you can obtain the data quickly
B) it is cheap
C) the questions presented can be adapted for the user depending on the answers to previous questions
D) international samples are easy to obtain
E) the sample will be representative if it is a random sample

Question 15

Unlisted phone numbers are especially a problem for marketing researchers in:

A) Alabama
B) Boston
C) California
D) Denver
E) England

Question 16

Which of the following statements is true:

A) phone interviews are best-suited for business-to-business marketing research
B) email surveys are best-suited for consumer marketing research
C) Web-based surveys are best-suited for research about e-commerce
D) fax surveys are best-suited for business-to-business marketing research
E) mall intercepts are best-suited for advertising research