Marketing research final test 2

Which type of data cannot be purchased (legally and ethically) from commercial sources?

(Demographic and census updates)

Qualitative Research _______

has an unstructured approach to data collection

Ethnology is a qualitative research orientation originating in

Anthropology

A trail run of survey with a group of respondents who are representative of a target group for the survey is called

pretest

Surveys in which the respondent takes responsibility for reading and answering the questions is called

self-administrated questionnaire

When the researcher must extract data meaning from open ended responses, the results are

subjective

When a research agency conducts all telephone interviews from one location where they can hire a staff of professional interviewers and supervise and control the quality of interviewing more effectively, this is an example of _____.

Central location interviewing

Buying new-car purchase data by zip code from the Pol Company is an example of the use of a(n)

Commercial source

Research that is conducted to clarify the nature of a research problem is called _____ research

Exploratory

60. When an interviewer fails to write the respondent's answer to a question verbatim because the respondent talks faster than the interviewer can write, _____ has occurred.

Interview Error

All of the following are producers of external secondary data Except

Libraries

All of the following are qualitative research orientations EXCEPT

Libraries

WHICH SURVEY METHOD IS TYPICALLY MOST EXPENSIVE

Mail intercept personal survey

survey software can require someone to answer a question, but this too could be seen as unethical.

a "don't know" or "prefer not to answer"

Consumers in focus group session are presented with a written description of a possible new product and are asked what they would be willing to pay for such a product. These consumers are participating in a

concept test

Which term is sometimes used to refer to interviewer filling in responses for respondents that do not really exist

Curb Stoning

Which survey method offers the lowest degree of respondent anonymity

internet survey

Which qualitative research orientation originated in philosophy and psychology

Phenomolgy

John was called by a market researcher and

Two Stage Survey

Asking a group of households to record their consumption of certain products over a two-year period is an example of

Diary panel data

Which survey method offers the least geographical flexibility

Door to Door

Kodetra is interpreting cosnsumers' blog postings on the internet. Which tern best describes the type of research that Kodetra is conducting?

Qualitative marketing research

Research that Addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches is called

Quantitative marketing research

The number of questionnaire returned or completed divided b the number of eligible people who were asked to participate in the survey is called

Response Rate

Which situation is LEAST conductive for qualitative research?

When needing conclusive evidence to be drawn from data