Question 1

The stage where a preliminary questionnaire has been designed and is tested for faults on a representative sub-sample is called which of the following?

Accepted Answer

The stage where a preliminary questionnaire has been designed and is tested for faults on a representative sub-sample is called the pilot stage. This stage involves administering the questionnaire to a small group of participants to identify any problems with the questions or survey design before conducting the full survey.

Question 2

Which of the following is a condition necessary to get a true response to a question from a respondent?

Accepted Answer

All three conditions - understanding the question, ability to provide information, and willingness to provide it - are necessary for a respondent to give a true response to a question.

Question 3

What is the major problem associated with mail surveys?

Accepted Answer

The major problem associated with mail surveys is that they typically have very low response rates. This can be due to a variety of factors, such as the survey being seen as unimportant or inconvenient by potential respondents, or the survey being poorly designed or difficult to complete. Because of these low response rates, mail surveys often require a larger sample size to achieve meaningful results, which can be costly and time-consuming.

Question 4

Which of the following is the costliest survey method?

Accepted Answer

Face-to-face surveys involve hiring and training surveyors, traveling to various locations, and providing incentives to participants, making it the costliest survey method.

Question 5

The aims of piloting a questionnaire are which of the following?

Accepted Answer

The answer of The aims of piloting a questionnaire are...

Question 6

What sampling problems arise through the use of online surveys as the survey method?

Accepted Answer

Online surveys have a tendency to attract younger, more affluent participants, which can create a biased sample that is not representative of the general population.

Answer: C 
 Online surveys can struggle to obtain a sufficient sample size, which can make it difficult to generalize the findings to the overall population.

Question 7

Dichotomous questions allows for which of the following?

Accepted Answer

Dichotomous questions only allow for two possible responses, making it a choice between two options.

Question 8

The level of experimental control associated with mail surveys is which of the following?

Accepted Answer

Mail surveys have low experimental control, as researchers have limited control over the survey administration and response rates. This can lead to issues with response bias and low response rates, making it difficult to draw firm conclusions from the results.

Question 9

A system in which marketing information is formally gathered, stored, analysed and distributed to managers in accord with their informational needs on a regular, planned basis is called which of the following?

Accepted Answer

The described system is known as a Marketing Information System (MIS). It is a formal process of gathering, storing, analyzing, and distributing marketing information to managers to aid in decision-making. The other answer choices (A, B, and D) do not accurately describe this process.

Question 10

Response rates are the highest for which form of survey method?

Accepted Answer

Face-to-face surveys generally have the highest response rates. This is because the interviewer can establish a personal connection with the respondent, and the respondent is more likely to feel accountable to participate. Additionally, the interviewer can clarify any questions and ensure that the respondent understands the survey's purpose and questions. However, face-to-face surveys may be more expensive and time-consuming to conduct than other survey methods.

Question 11

Which of the following is not important in the design stage of a questionnaire?

Accepted Answer

The type of respondents to sample is not a factor in the design stage of a questionnaire. It is important to consider the target audience when selecting the sampling method for data collection, but this is not directly related to designing the questionnaire itself. The other options listed (B, C, and D) are all important considerations in questionnaire design.

Question 12

Response rates are the lowest for which two forms of survey method?

Accepted Answer

Mail and online surveys tend to have the lowest response rates compared to telephone and face-to-face surveys. This is because people may be more likely to ignore or delete emails or physical mail, and online surveys may be perceived as spam or untrustworthy. Additionally, these methods may require more effort or time from participants compared to answering a phone call or having a conversation in person.

Question 13

Which of the following survey methods allows for the sampling of widely dispersed populations?

Accepted Answer

Mail and online surveys can reach geographically dispersed populations because they do not require in-person contact. Both methods can be accessed from anywhere with an internet connection or postal service, and participants can complete them at their own pace and convenience. Face-to-face surveys require participants to be in the same location as the interviewer, which may be difficult for widely dispersed populations, and telephone surveys may be limited to certain regions with reliable phone service. Mail and online surveys are therefore the best option for reaching a widely dispersed population.

Question 14

Which of the following should not be included in a research report?

Accepted Answer

All of the components listed - research method, previous related research, and appendices - are essential parts of a comprehensive research report. They each serve a specific purpose in documenting the research process, background, and supplementary information.

Question 15

The "Total Design Method" for mail surveys recommends which of the following?

Accepted Answer

The Total Design Method (TDM) recommends both the careful design of the questionnaire to make it easy to complete and an accompanying personalized cover letter emphasizing the importance of the research. This approach recognizes the importance of questionnaire design and encourages the researcher to create a survey that is easy and convenient for respondents to complete. Additionally, the personalized cover letter helps to establish a rapport with the respondent, emphasizing the importance of their participation and contributing to higher response rates. While options A and B both make valid suggestions, they miss the importance of personalization and emphasis on research. Option C's suggestion of a donation to charity may be unethical or impractical for some researchers.

Question 16

Why is cluster analysis used on questionnaire data?

Accepted Answer

Cluster analysis is mainly used to group data based on similarity or dissimilarity among the variables. In the case of questionnaire data, cluster analysis can be used to group respondents based on their responses to particular questions or sets of questions. This helps to identify patterns in the data and can be useful in developing marketing strategies or identifying customer segments.

Question 17

Which of the following statements is true?

Accepted Answer

Starting with easy-to-answer questions helps to establish rapport with the respondent and build their confidence. This can make them more comfortable and willing to answer sensitive questions later in the survey. Asking sensitive questions at the beginning can make respondents feel uncomfortable and less likely to participate in the rest of the survey. Randomly placing sensitive questions can also disrupt the flow of the survey and make it difficult to analyze the results.

Question 18

Why is refusal less likely for face-to-face interviews than other survey methods?

Accepted Answer

Face-to-face interviews involve direct personnel contact which leads to building trust and rapport with respondents, making them less likely to refuse to participate in the survey.

Question 19

What does the acronymC.A.T.I. stand for?

Accepted Answer

CATI stands for Computer Aided Telephone Interviewing, a method used in research to conduct surveys over the phone with the help of computer software. The other options given are not correct.

Question 20

Which of the following are disadvantages to carrying out face-to-face interviews?

Accepted Answer

A) Face-to-face interviews tend to be more expensive than alternatives like online surveys or phone interviews because they require travel and time for the interviewer.
B) The presence of an interviewer can cause bias in responses as participants may want to give socially desirable answers or may feel intimidated by the interviewer.
C) Face-to-face interviews often sample from a less widely dispersed population as they require participants to be geographically accessible.

Quiz 4: Marketing Research and Customer Insights