Question 1

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

Accepted Answer

This is the definition of a focus group.

Question 2

Representatives of the Tourism Board of Arkansas visited state welcome centers and asked visitors to the state,"What is your reason for coming to Arkansas?" This would be an example of a(n)_____ question.

Accepted Answer

The question encouraged an answer phrased in the customer's own words.

Question 3

A pediatrician's office noticed that fewer parents are bringing their children in for their vaccinations and routine checkups.The office sent out a questionnaire to parents whose children are behind in their shots.The questionnaire included the question "Why are you reluctant to have your child vaccinated?" This would be an example of a(n):

Accepted Answer

Open-ended questions encourage unlimited answer choices phrased in the respondent's own words.

Question 4

You have been given the task of creating a questionnaire that requires each respondent to 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 encourage unlimited answer choices phrased in the respondent's own words.

Question 5

British Columbia's Sun-Rype Products wanted to find out if Canadians were having trouble getting their required servings of fruits and vegetables each day.Marketers conducted focus groups,a type of _____,which revealed that participants were having particular trouble getting their required servings of vegetables.

Accepted Answer

A focus group is a type of personal interviewing in which seven to ten people participate in a group discussion led by a moderator.

Question 6

A regional airport manager conducted research to get a better understanding for the types of concessionaires to include in the planned terminal remodeling.She conducted two sets of group interviews,one with 10 leisure flyers and another with 10 business flyers.In each group,participants discussed what types of food,retail,and other services they wanted in the new terminal.These discussions are examples of:

Accepted Answer

A focus groups consists of seven to ten people who participate in a group discussion led by a moderator.

Question 7

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 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.You should use:

Accepted Answer

Mail surveys are the least expensive method of data collection for a sample of this size when a lengthy survey is required.

Question 8

Low response rate is a problem commonly associated with:

Accepted Answer

Mail surveys often have low response rates.

Question 9

Which of the following is a type of survey that involves interviewing businesspeople at their offices concerning individual products or services?

Accepted Answer

Marketing researchers use executive interviews to conduct the industrial equivalent of door-to-door interviewing.

Question 10

Which type of interview question encourages an answer phrased in the respondent's own words?

Accepted Answer

This describes an open-ended question.

Question 11

Which of the following is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where the respondent reads questions off a computer screen and directly keys his or her answers into a computer?

Accepted Answer

This is the definition of computer-assisted self-interviewing.

Question 12

Health providers have voiced concerns about the use of pesticides and the negative effects they possibly have on our health.A large insurance company is willing to sponsor a meeting of the nation's largest organic growers,pesticide producers,and retailers of organic foods if there is an interest in a cooperative effort to improve customers' perception of eating healthy.What type of survey technique would be most appropriate for determining if there is any real interest in such a meeting?

Accepted Answer

Since this is a topic where the respondent should be a product user as opposed to a consumer,executive interviews are most appropriate.

Question 13

Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting:

Accepted Answer

Marketing researchers are applying computer technology in mall interviewing in several ways.

Question 14

Telephone interviews offer:

Accepted Answer

Telephone interviews are one of the fastest means for collecting data.

Question 15

_____ involves the interaction of focus group participants.

Accepted Answer

The interaction provided in group dynamics is essential to the success of focus-group research.

Question 16

Executive interview have essentially the same advantages and disadvantages as _____.

Accepted Answer

The text describes executive interviews as the industrial equivalent of door-to-door interviewing.

Question 17

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

Accepted Answer

Only the extruded plastic manufacturer would be selling exclusively in the business-to-business market.

Question 18

The office of lieutenant governor was vacated,and a special election was called to fill the office.When the head of the state's Department of Education decided she might run for the office,she was unsure how running for this office could affect her long-term plans for running for the office of U.S.senator.She has hired a research company to obtain survey data from voters in the state.Given that she must make a decision in less than three weeks,the research company should use:

Accepted Answer

The quickest way to ascertain this information is a telephone survey of state voters.

Question 19

Which of the following is an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent's data directly into the computer?

Accepted Answer

This is the definition of computer-assisted personal interviewing.

Question 20

A company wanted to collected data on consumers' perceptions of its new brand.The marketing research director has recommended using a mail panel operated by Synovate.What can the company expect from a mail panel?

Accepted Answer

Mail panel members are recruited to be used as a sample several times,and return rates of 70 percent are not uncommon.

Quiz 9: Decision Support Systems and Marketing Research