Question 1

The ________ method has two advantages over other traditional methods of questionnaire data collection. The cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker.
A) personal interview
B) telephone interview
C) mail survey
D) online survey
E) fax survey

Accepted Answer

Online surveys are cost-effective and have a quick turnaround time due to the ease of distribution and data collection through digital means.

Question 2

"What do you like most about Target?" followed by several lines for a response is an example of which type of marketing research question?
A) Likert scale
B) fixed-alternative
C) dichotomous
D) open-ended
E) semantic differential

Accepted Answer

This question is open-ended because it allows respondents to provide their own answers in their own words, without being limited to predefined options.

Question 3

________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.
A) Personal interview
B) Mail
C) Telephone
D) Fax
E) Online

Accepted Answer

Personal interviews allow for flexibility in asking probing questions or getting reactions to visual materials.

Question 4

Before opening six Torrid plus-size-only retail stores that cater to women age 15 to 30, a great deal of information was gathered from a sample of women to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of an open-ended question that might have been asked in the survey?
A) "Do you wear a dress larger than size 12?"
B) "How old are you?"
C) "Would you shop at a store that only sold plus-size clothing?"
D) "What is missing from your fashion options today?"
E) "Do you think the stores should use bright- or subtle-colored fixtures?"

Accepted Answer

Open-ended questions allow respondents to answer in their own words, providing more detailed and qualitative data. "What is missing from your fashion options today?" is open-ended as it invites a descriptive response.

Question 5

________ question allows respondents to express opinions, ideas, or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.
A) A dichotomous
B) An open-ended
C) A closed-end
D) A fixed-alternative
E) A semantic differential

Accepted Answer

An open-ended question allows respondents to express opinions, ideas, or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

Question 6

All of these are disadvantages of online surveys except which?
A) Email surveys may be viewed as junk.
B) The cost to set up and administer them is high.
C) Some potential respondents have a pop-up blocker that prohibits a browser from opening a separate window that contains the survey.
D) Without the necessary technology, respondents can complete the survey multiple times, creating a significant bias in the results.
E) Some potential respondents may employ spam blockers.

Accepted Answer

Online surveys are generally cost-effective to set up and administer compared to traditional survey methods.

Question 7

________ question is the simplest form of a fixed-alternative question that allows only a "yes" or "no" response.
A) A dichotomous
B) An open-ended
C) A closed-end
D) An attitudinal
E) A semantic differential

Accepted Answer

A dichotomous question is a type of fixed-alternative question that offers two possible responses, typically "yes" or "no."

Question 8

"Have you been to a dentist within the past twelve months? ___ Yes ___ No" is an example of which type of question?
A) Likert scale
B) semantic differential
C) dichotomous
D) open-ended
E) evaluative

Accepted Answer

The question offers two possible answers, "Yes" or "No," making it a dichotomous question.

Question 9

Before opening six Torrid plus-size-only retail stores that cater to women age 15 to 30, a great deal of information was gathered from a sample of women to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of a closed-end question that might have been asked?
A) Why would you want to shop at a store that carries plus-size clothing?
B) In what ways might you be uncomfortable shopping at a plus-size-only retailer?
C) Would you be interested in buying the Torrid merchandise on the Internet? ___ Yes ___ No
D) What type of person would shop at Torrid?
E) What is your age? Please write the number in the space: __________

Accepted Answer

Closed-end questions provide a limited number of response options, such as "yes" or "no." Option C is a closed-end question because it offers two specific response options: "Yes" or "No."

Question 10

The type of question you are answering right now is an example of ________ question.
A) a Likert scale
B) a dichotomous
C) an open-ended
D) a fixed-alternative
E) a semantic differential

Accepted Answer

This question is a fixed-alternative question because it provides a set of specific options from which the respondent must choose.

Question 11

Figure 8-4, Question 1Consider Figure 8-4, Question 1 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 1 illustrates which type of question format?
A) dichotomous
B) open-ended
C) closed-end
D) attitudinal
E) semantic differential

Accepted Answer

The answer of  Figure 8-4, Question 1Consider Figure 8-4,...

Question 12

________ question requires respondents to select one or more response options from a set of predetermined choices.
A) A depth interview
B) An open-ended
C) A fixed-alternative
D) An attitudinal
E) A semantic differential

Accepted Answer

A fixed-alternative question requires respondents to select one or more response options from a set of predetermined choices.

Question 13

Marketers are increasingly using online surveys to collect primary data. One advantage is that
A) response rates are higher because consumers are anonymous.
B) the quality of responses is better with online surveys than they are with personal interview surveys.
C) turnaround time from data collection to report is much quicker than with other methods.
D) consumers value email surveys and feel highly regarded when receiving them.
E) consumers want to be helpful so they complete the survey multiple times.

Accepted Answer

Online surveys allow for faster data collection and analysis, leading to quicker turnaround times for reports compared to traditional methods.

Question 14

________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.
A) Personal interview
B) Online
C) Telephone
D) Fax
E) Mail

Accepted Answer

The answer of ________ surveys are usually biased because those...

Question 15

Likert and semantic differential are two forms of fixed-alternative questions that have three or more choices and use
A) a frequency distribution.
B) a scale.
C) a measure of success.
D) an open-ended question.
E) a constraint.

Accepted Answer

Both Likert and semantic differential scales are types of scales used to measure attitudes or opinions, with Likert using a range of agreement and semantic differential using bipolar adjectives.

Question 16

A fixed-alternative question requires respondents to select one or more response options from the set of predetermined choices. Another name for this kind of question is
A) a dichotomous question.
B) an open-ended question.
C) an attitudinal question.
D) a closed-end question.
E) a semantic differential question.

Accepted Answer

A fixed-alternative question is also known as a closed-end question because it provides respondents with a set of predetermined choices to select from.

Question 17

A survey asked consumers of dental products the following question "Have you used toothpaste in the past week? ___ Yes ___ No." The results of this question show that 92.6 percent of the people in New York City have used toothpaste in the past week and 87.2 percent of people in Los Angeles have used toothpaste during the same period. This information was gathered by using which type of question?
A) open-ended
B) dichotomous
C) holistic
D) evaluative
E) Likert scale

Accepted Answer

The question is dichotomous because it offers two possible responses: "Yes" or "No."

Question 18

Figure 8-4, Question 2Consider Figure 8-4, Question 2 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 2 illustrates which type of question format?
A) dichotomous
B) open-ended
C) Likert scale
D) attitudinal
E) semantic differential

Accepted Answer

The answer of  Figure 8-4, Question 2Consider Figure 8-4,...

Question 19

"Why do you smoke cigarettes?" followed by a blank like for a response is an example of which type of question?
A) Likert scale
B) fixed-alternative
C) dichotomous
D) open-ended
E) semantic differential

Accepted Answer

This is an open-ended question because it allows the respondent to provide their own answer without being limited to predefined options.

Question 20

Figure 8-4
-Consider Figure 8-4,  which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 3 illustrates which type of question format?
A) dichotomous
B) open-ended
C) closed-end
D) attitudinal
E) semantic differential

Accepted Answer

A closed-end question format provides respondents with a set of predefined answers to choose from, which is typical in surveys assessing preferences.

Quiz 8: Marketing Research: From Customer Insights to Actions

The ________ method has two advantages over other traditional methods of questionnaire data collection. The cost is relatively minimal and the turnaround time for data collection to report presentation is much quicker.

"What do you like most about Target?" followed by several lines for a response is an example of which type of marketing research question?

________ surveys are the best choice if a marketing researcher wants flexibility in asking probing questions or getting reactions to visual materials.

________ question allows respondents to express opinions, ideas, or behaviors in their own words without being forced to choose among alternatives that have been predetermined by a marketing researcher.

All of these are disadvantages of online surveys except which?

________ question is the simplest form of a fixed-alternative question that allows only a "yes" or "no" response.

"Have you been to a dentist within the past twelve months? _ Yes _ No" is an example of which type of question?

The type of question you are answering right now is an example of ________ question.

Figure 8-4, Question 1Consider Figure 8-4, Question 1 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 1 illustrates which type of question format?

________ question requires respondents to select one or more response options from a set of predetermined choices.

Marketers are increasingly using online surveys to collect primary data. One advantage is that

________ surveys are usually biased because those most likely to respond are those who have had especially positive or negative experiences with the product or brand.

Likert and semantic differential are two forms of fixed-alternative questions that have three or more choices and use

A fixed-alternative question requires respondents to select one or more response options from the set of predetermined choices. Another name for this kind of question is

Figure 8-4, Question 2Consider Figure 8-4, Question 2 above, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 2 illustrates which type of question format?

"Why do you smoke cigarettes?" followed by a blank like for a response is an example of which type of question?

Figure 8-4 -Consider Figure 8-4, which was part of a Wendy's survey that assessed fast-food restaurant preferences among present and prospective consumers. Question 3 illustrates which type of question format?