Marketing Research Exam 2 Practice Problems

Online surveys have major advantages, which include: Easy-to-obtain email addresses, less expensive, and increased speed. Real time access to data and availability of many respondents. Low cost, speed, and sample representativeness. Low cost, speed, and real-time access to data.

Low cost, speed, and real-time access to data.

Which of the following is NOT a type of a person-administered/computer-assisted survey? Mail survey Mall-intercept interview In-home interview Telephone interview

Mail survey

Dior cosmetics wants to collect questionnaire data about the opinions of a new fragrance that has not yet been introduced into the market. The respondent must try a sample of this fragrance before answering the questionnaire, and the investigator must make sure that the cost of the questionnaire is not too high. What is the best way to collect data? Personal interview at home / work. Mall intercepts. Telephone interviews. Online. Mail/drop off surveys.

Mall intercepts.

A disadvantage of the mall-intercept survey is: Difficult to obtain permission of mall management. Unreliability of mall-intercept interviewers. Mall shoppers may not be representative of the target market population. Interviewers in mall-intercept studies are often distracted by mall activities.

Mall shoppers may not be representative of the target market population.

Determining a description or amount of some property of an object is known as: Scale level Attributes of properties Subjective and objective property levels Measurement

Measurement

The FGCU administration has decided to collect data to determine students' attitudes toward the new fitness and recreation center. Student workers will be employed to ask students the questions face to face and record their answers on a paper survey using a pencil or pen. One of the advantages of using this mode of data collection is: Rapport Relatively error-free interviews Respondent-control Reduced interview evaluation apprehension

Rapport

What type of measure is used in the following question:How many days have you been on campus this last week ___ (type in the number)? Nominal Ordinal Interval Ratio

Ratio

The FGCU administration has decided to collect data to determine students' attitudes toward the new fitness and recreation center. A paper questionnaire will be sent out to students' addresses. This questionnaire should then be sent back to FGCU using the enclosed paper envelope. One of the advantages of using this mode of data collection is: Rapport Speed of data collection Respondent-control Adaptability

Respondent-control

The FGCU administration has decided to collect data to determine students' attitudes toward the new fitness and recreation center. An electronic questionnaire will be sent out to students' emails to complete. One of the advantages of using this mode of data collection is: Rapport Relatively error-free interviews Respondent-control Adaptability

Respondent-control

True or False: An ordinal scale Is characterized by distance.

False

True or False: Focus groups should be used to make decisions.

False

True or False: Information generated from survey data cannot be used to make decisions

False

True or False: Surveys should be used to collect qualitative data

False

True or False: focus groups are better than in-depth interviews when the researcher desires to use probing questions.

False

Please indicate the extent to which you like the food and atmosphere at Chipotle.The previous question should be adjusted to: Focus on a single issue. Be simple and grammatically correct. Be crystal clear. Longer.

Focus on a single issue.

If the respondent is asked to indicate his or her first, second, third, and fourth choices of hotels, the results are: Preferentially scaled. Nominally scaled. Differentially scaled. Ordinally scaled.

Ordinally scaled.

Regardless of which variation of computer-assisted surveys is considered, at least four advantages of computer-assisted surveys are evident. Which of the following is NOT an advantage of computer-assisted surveys? Speed Relatively error-free Technical skills requirement Able to capture data in real-time

Technical skills requirement

Ford Motor Company wants to collect data on customer satisfaction with Ford cars. The company has phone numbers and e-mail addressed of customers who have purchased from the company. The questionnaire is simple and there are no complicated questions. What is the best way to collect data if the marketing researcher wants to maintain a large degree of control over the quality of the data? Personal interview at home / work. Mall intercepts. Telephone interviews. Online. Group administered surveys.

Telephone interviews

The scale that captures the intensity of feelings toward a statement's claim or assertion because respondents are asked how much they agree or disagree with the statement is: The Psychometric Scale. The Comparative Scale. The Likert Scale. The Multidimensional Scale.

The Likert Scale

What is the interval scale that has mainly degrees of positive positions? The Likert scale The symmetric interval scale The nonsymmetric interval scale The Stapel scale

The nonsymmetric interval scale

The moderator is: The person guiding the discussion and can only stick to the questions in the script. The person analyzing the results as the focus group is going on. The person guiding the discussion and may deviate from the questions in the script depending on the answers of the participants. The person report the results to the client.

The person guiding the discussion and may deviate from the questions in the script depending on the answers of the participants.

The characteristics of the focus group participants is based on: The budget The purpose of the study The time frame of the budget The type of analysis

The purpose of the study

True or False: A nominal scale is characterized by description only.

True

True or False: It is generally recommended that the participants in a focus group be homogenous

True

True or False: Picking a representative sample is important to generalize data that we obtain through surveys

True

True or False: Quantitative research is used when decision makers want to make predictions.

True

True or False: Surveys will collect data through questionnaires

True

where should demographics go in a survey? at the beginning of the questionnaire immediately after the screening questions in the middle of the questionnaire at the end of the questionnaire

at the end of a questionnaire *unless they are part of the screening questions -- ex: you must be a male to answer the following questions

A group self-administered survey entails administering a questionnaire to respondents in groups rather than individually: to maximize respondent time and effort. for convenience and to gain economies of scale. to benefit from groupthink and opinions. to maximize interviewer costs of administration.

for convenience and to gain economies of scale.

You want to assess attitudes towards a new toy that respondents need to touch at a very low cost. You suggest a: group self-administered survey Telephone interview in-home/in-office interview online survey

group self-administered survey

where should asking about satisfaction go in a survey? at the beginning of the questionnaire immediately after the screening questions in the middle of the questionnaire at the end of the questionnaire

in the middle of the questionnaire

You want to reach CEOs and budget is not an issue. You suggest a: group self-administered survey Telephone interview in-home/in-office interview online survey

in-home/in-office interview

Indicate the type of measure used: how satisfied are you with _____ Not satisfied 1 2 3 4 5 very satisfied

interval

please indicate the extent to which you agree that you feel young: ___ strongly disagree (1) ___ disagree (2) ___ neutral (3) ___ agree (4) ___ strongly agree (5)

interval

When a researcher is attempting to measure attitudes, opinions, evaluations, beliefs, impressions, perceptions, feelings, and intentions on a continuum, the researcher is using a type of: ratio scale. interval scale. ordinal scale. nominal scale.

interval scale.

You are interested more in the extent to which the customers are satisfied than they are dissatisfied. An asymmetric scale: is not recommended is recommended

is recommended

Aren't you satisfied with the variety of the stores at Gulf Coast Town Center, is an example of what kind of question? loaded question double barreled question leading question differential question

leading

A professor at FGCU wants to study students 'views on cheating. What is the best way to collect data if the professor wants quick access to the data and is concerned about interviewer bias? Personal interview at home / work Mall intercepts Telephone interviews Online Mail/drop off surveys

online

Drawbacks of ________ include sample representativeness, respondent validation, and difficulty in asking probing types of questions. online interviews in-office interviews mall-intercept interviews telephone interviews

online interviews

You want to assess satisfaction of a representative sample, using a long questionnaire at a reasonable cost. You suggest a: group self-administered survey Telephone interview in-home/in-office interview online survey

online survey

Indicate the type of measure used: your age in years 18-25 26-34 35-49 50-59 60 and older

ordinal

Please indicate you age: ___ less than 18 yrs old (1) ___ 18 to 34 yrs old (2) ___ 45 to 49 yrs old (3) ___ 50 to 64 yrs old (4) ___ more than 65 yrs old (5)

ordinal

Researchers measure ________, which are the specific features or characteristics of an object that can be used to distinguish it from another object numbers of customers properties of objects objects of measurements product types

properties of objects

Please indicate you age: (type it in numbers What type of measure is this: Nominal Ordinal Interval Ratio

ratio

A question that checks whether consumers qualify for a survey is called ______ and should appear at ______ of a survey.

screening questions; beginning

Because many marketing stimuli have meanings, mental associations, or connotations, the ________ works well when the marketing researcher is attempting to determine brand, store, or other images. Likert scale lifestyle inventory scale semantic differential scale polar differential scale

semantic differential scale

Compared to observation or other qualitative methods, ________ allow the collection of significant amounts of data in a systematic, economical, and efficient manner, and they typically involve large sample sizes. survey methods focus group methods neuromarketing methods mixed methods

survey methods

which of the following can be used to collect quantitative data: focus groups in-depth interview projective techniques surveys

surveys

The ________ is a poor choice for conducting a survey with many open-ended questions. in-home interview in-office interview mall-intercept interview telephone interview

telephone interview

You want to assess satisfaction, maintain a high level of control and have short questions. You suggest a: group self-administered survey Telephone interview in-home/in-office interview online survey

telephone interview

The number of variables entered in a data set for questions that have a select all that apply option should be equal to: the number of options available for selection in the question one three the number of options selected by the participant

the number of options available for selection in the question

The development of the question in a questionnaire is primarily base on: how many questions the respondents can answer the research objective set by the researcher the ability of the interviewer the time available

the research objective set by the researcher

"Now, I would like to ask you a few questions about your TV viewing habits" is an example of a(n): warm-up question. More difficult questions. transition question. classification question.

transition question.

True or False: Projective techniques are qualitative research techniques.

true

True or False: in-depth interviews should be analyzed qualitatively

true

True or False: the results obtained from a survey can be generalized to the population

true

Consumers are asked to select the income that corresponds to their annual gross income. The number of variables for income should be: 1 in the data set equal to the number of options that can be selected equal to the number of options that are selected 2 in the datatset

equal to the number of options that are selected

Generally speaking there should be ____ participants in a focus group. 50-100 1-2 6-12 30-40

6-12

A marketing researcher at Disney is trying to measure satisfaction with the different rides at Disney. The marketing researcher is unsure that the visitors of the park have strong opinions about some of the satisfaction questions. This implies that the researcher should use a: Symmetric scale Non symmetric scale A scale with a neutral point A scale without a neutral point

A scale with a neutral point

A marketing researcher at Disney is trying to measure satisfaction with the different rides at Disney. The marketing researcher is unsure that the visitors of the park have strong opinions about some of the satisfaction questions. This implies that the researcher should use a: Symmetric scale Non symmetric scale A scale with a neutral point A scale without a neutral point

A scale with a neutral point

Beginning with the research objectives, the researcher identifies the ________ and decides what type of measure to use for each one. research targets Answer properties of constructs of interest wording for each question quality measures

Answer properties of constructs of interest

The transcripts of a focus group are: Analyzed qualitatively Analyzed quantitatively Analyzed both qualitatively and quantitatively Not analyzed but presented as is to the client.

Analyzed qualitatively

Please indicate what your salary is.The previous question should be adjusted to: Focus on a single issue. Be simple and grammatically correct. Be crystal clear. Longer.

Be crystal clear.

Please express your level of agreement in terms of the factors that you would consider the next time when you select a fast food restaurant to dine at when you are hungry after lunch and in the evening.The previous question should be adjusted to: Focus on a single issue. Be simple and grammatically correct. Be crystal clear. Longer.

Be simple and grammatically correct.

The following paragraph is an introduction on questionnaire collected through an online survey:Dear participant, We are UMC and independent marketing agency and you have been randomly selected from the marketing research panel to participate in a survey on consumer's perceptions of and purchase behaviors regarding chocolate bars. You will receive a $10 gift certificate from Amazon.com upon the completion of the survey. Please click the following link if you would like to participate in this anonymous survey. You will be asked to enter your email at the end to receive your $10 gift card by email.This introduction: Communicates only non monetary incentives. Does not communicate either non monetary incentives nor monetary incentives. Communicates both non monetary and monetary incentives. Communicates only monetary incentives.

Communicates both non monetary and monetary incentives.

You do not want to influence respondents opinions. Respondents are computer savvy. You suggest a __________ survey.

Computer administered

The FGCU administration has decided to collect data to determine students' attitudes toward the new fitness and recreation center. Student workers will be employed to ask students the questions face to face and record their answers on tablet electronically. What types of survey collection mode will be used? Computer-administered survey Self-administered survey Person-administered survey Computer assisted

Computer assisted

To what extent are you satisfied with the variety of and quality of merchandise at Walmart, is an example of what kind of question? loaded question double barreled question leading question differential question

Double barreled

The moderator _______________________________ Explains the purpose of the study but does not explain that the one-way mirror allows clients to observe the study while it is going on Does not explain the purpose of the study but explains that the one-way mirror allows clients to observe the study while it is going on Explains the purpose of the study and that the one-way mirror allows clients to observe the study while it is going on Does not explain the purpose of the study nor does she explain that the one-way mirror allows clients to observe the study while it is going on.

Explains the purpose of the study and that the one-way mirror allows clients to observe the study while it is going on

Customer are asked about their satisfaction with their last purchase. True or False: The scale should have a neutral point

False

________ are small groups of people brought together and guided through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem. Experimental groups Focus groups Observation groups Control groups

Focus groups

Which of the following is NOT an advantage of using survey methods? Standardization Insensitivity to subgroup differences Ease of administration Suitability to tabulation and statistical analysis

Insensitivity to subgroup differences

What is wrong with the following question: How favorable is your image of the mall? It is a double barreled question. It is a leading question. It is a loaded question. There is nothing wrong with this question.

It is a leading question.

What is wrong with the following question: To what extent do you agree that the quality of education and facilities at FGCU are high. It is double barreled question. It is a leading question. It is a loaded question. There is nothing wrong with this question.

It is double barreled question.

It is generally recommended that a researcher conduct More than one focus group One focus group One hundred focus groups Fifty focus groups

More than one focus group

Please indicate where you live: ___ Fort Myers (0) ___ Naples (1) ___ Cape Coral (2) ___ Other (3) What type of measure is this: Nominal Ordinal Interval Ratio

Nominal

What type of measure is used in the following question:What car do you own? (Select the country of origin of the car that you drive the most if you own more than one car) _American car _European car _Japanese car Nominal Ordinal Interval Ratio

Nominal

Race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer are examples of: Ordinal measures. Demographic measures. Nominal measures. Scale measures.

Nominal measures

Historically Disney has experience positive levels of satisfaction. This has led the marketing researchers to try to have more positive descriptors than negative descriptors when measuring satisfaction. This statement implies that Disney is using a Symmetric scale Non symmetric scale A scale with a neutral point A scale without a neutral point

Non symmetric scale

The moderator should: Attempt to influence the opinions of the participants. Not attempt to influence the opinion of the participants. Should only attempt to correct the participants if they are wrong. Should every participant to respond to every question.

Not attempt to influence the opinion of the participants

________ are physically verifiable characteristics such as age, income, number of bottles purchased, store last visited, and so on. Objective properties Animate properties Subjective properties Inanimate properties

Objective properties

The number of credits that you have earned so far in your degree at FGCU can be considered a(n): Subjective property Objective property Object Measure

Objective property

The FGCU administration has decided to collect data to determine students' attitudes toward the new fitness and recreation center. Student workers will be employed to ask students the questions face to face and record their answers on a paper survey using a pencil or pen. What types of survey collection mode will be used? Computer-administered survey Self-administered survey Person-administered survey Computer assisted

Person-administered survey

A researcher wants to study the opinions of car dealership managers about how car dealers are dealing with Covid-19. The managers are very difficult by email. The survey form used is long and the researcher wants to get a high response rate and there is a high budget for collecting this data. What is the best way to collect data? Personal interview at home / work. Mall intercepts. Telephone interviews. Online. Group administered surveys.

Personal interview at home / work

When Procter & Gamble is interested in improving its Ultra Tide laundry detergent, it may invite a group of age 30- to 45-year-old women to brainstorm how Ultra Tide could perform better or how its packaging could be improved or to discuss other features of the detergent. What type of research method are they using? Qualitative research Quantitative research Mixed methods research Product research

Qualitative research

The FGCU administration has decided to collect data to determine students' attitudes toward the new fitness and recreation center. Student workers will be employed to ask students the questions face to face and record their answers on tablet electronically. One of the advantages of using this mode of data collection is: Rapport Relatively error-free interviews Respondent-control Reduced interview evaluation apprehension

Relatively error-free interviews

You do not want to influence respondent's opinions. Respondents are not computer savvy. You suggest a _________ survey. person administered self administered computer assisted computer administered

Self administered

The FGCU administration has decided to collect data to determine students' attitudes toward the new fitness and recreation center. A paper questionnaire will be sent out to students' addresses. This questionnaire should then be sent back to FGCU using the enclosed paper envelope. What types of survey collection mode will be used? Computer-administered survey Self-administered survey Person-administered survey Computer assisted

Self-administered survey

Your opinion of the professors at the Lutgert College of Business can be considered a(n): Subjective property Objective property Object Measure

Subjective property

________ are used near the beginning of the survey to get the respondent's interest and demonstrate the ease of responding to the research request. Warm-up questions Introductory questions Transition questions Classification questions

Warm-up questions

Nike as its customers to describe there satisfaction on a 5 point scale. The research findings: can be generalized from the sample to the population cannot be generalized from the sample to the population

can be generalized from the sample to the population

Nike conducts a couple of focus groups to uncover then excising habits of older consumers. The research findings: can be generalized from the sample to the population cannot be generalized from the sample to the population

cannot be generalized from the sample to the population

Using numbers associated with question response options to facilitate data analysis after the survey has been conducted is known as: Pre-testing. Pre-numbering. Coding. Decoding.

coding

A researcher assures the respondents of a survey that their names will not be associated with their responses. The researcher is assuring the respondent about ____. anonymity professionally confidentiality accuracy

confidentiality

True or False: Focus groups primarily use structured questions like gender, age and level of satisfaction.

false

True or False: Often demographic questions should come at the beginning of the questionnaire.

false

True or False: Surveys are one of the projective techniques.

false

True or False: Surveys as a method are recommended when an exploratory research design has been selected.

false

True or False: a major advantage of quantitative research techniques is the use of probing questions

false

True or False: focus groups and in-depth interviews are examples of quantitative research

false

which of the following is considered a method for collecting qualitative data: focus groups in-depth interview projective techniques surveys

focus groups in-depth interviews projective techniques

Gender equality should be pursued by passing laws that guarantee equal employment opportunities regardless of gender, is an example of what kind of question? loaded question double barreled question leading question differential question

loaded question

The ________ is characterized by non-responsiveness and self-selection bias. online survey in-office interview mall-intercept survey mail survey

mail survey

You want to get a 5 year old kids' option about a new toy. Which of the following survey methods would you suggest: person administered self administered computer assisted computer administered

person administered or computer assisted *both require an interviewer, the difference is paper/pencil vs electronic*

You want to build rapport with respondents. Which of the following survey methods would you suggest: person administered self administered computer assisted computer administered

person administered or computer assisted

A ________ involves conducting a dry run of the survey on a small, representative set of respondents to reveal questionnaire errors before the survey is launched. field test market test response test pre-test

pre-test

The purpose of ________ research is specific and is used when the manager and researcher have agreed on the precise information that is needed. qualitative quantitative strategic tactical

quantitative

When Procter & Gamble was interested in describing the target market of its Ultra Tide laundry detergent, it used a survey with structured questions. What type of research method are they using? Qualitative research Quantitative research Mixed methods research Product research

quantitative

Research involving the administration of a set of structured questions with predetermined response options to a large number of respondents is: Quantitative research Primary research Qualitative research Secondary research

quantitative research

Nike asks you to join a focus group to discuss your exercising habits. This is: research conducted to collect quantitative data research conducted to collect qualitative data

research conducted to collect qualitative data

Nike asks you to complete a survey in which you indicate your level of satisfaction on a 5 point scale. This is: research conducted to collect quantitative data research conducted to collect qualitative data

research conducted to collect quantitative data

80% of the focus group participants agreed that the new product should be released. This finding: should lead the company to release the product should lead the company to conduct more quantitative research should lead the company to conduct more quantitative research should lead the company to reject releasing the product

should lead the company to conduct more quantitative research