MKTG 461TB6

____ is the process of providing appropriate information to respondents after data have been collected using disguise. a. Debriefing b. Administrative Control c. Structure d. Mall Intercepts e. Sampling Control

Debriefing

Which of the following data collection methods provides the fastest turnaround? a. Mail surveys b. Mall interviews c. E-mail surveys d. In-home personal interviews e. Fax surveys

E-mail surveys

Which of the following questionnaire administration methods is the LEAST expensive? a. Personal interviews b. Email/Web-based surveys c. Mail surveys d. Depth interview e. Telephone surveys

Email/Web-based surveys

Which of the following is NOT an advantage of computer-assisted interviewing? a. Ease of data tabulation b. Explanation of complex questions c. Enhanced response rates d. Personalization of questions e. Customized questionnaires

Explanation of complex questions

Which of the following statements does NOT accurately describe the mail questionnaire? a. It allows a wide sample to be used. b. It allows a representative sample to be used. c. It is a relatively inexpensive means of recruiting respondents. d. It ensures that the correct person receives and completes the questionnaire. e. It is more suitable for contacting busy executives than a telephone or personal interview.

It ensures that the correct person receives and completes the questionnaire.

Which of the following is FALSE? a. Mailing lists to serve as the sampling frame for a mail survey may be generated internally by the firm or purchased externally. b. In recent years, one of the keys to using a mail questionnaire is the ability to direct the questionnaire to a specific individual, not just a position (e.g., Vice President of Marketing). c. The quality of the mailing list determines the sampling control in a mail study. d. Mail questionnaires typically provide more sample control than telephone or personal interviews. e. They are all true.

Mail questionnaires typically provide more sample control than telephone or personal interviews.

John was stopped at the local shopping centers and asked if he would be willing to participate in a research study. Since John was alone and mainly doing window-shopping, he agreed to participate. John was taken to a room and shown four new advertisements and asked various questions related to the ads. This type of technique is called? a. Person-on-the-street interview b. Mall-intercept interview c. Drop-off survey d. Ad recall interview e. None of the above.

Mall-intercept interview

Which of the following affords the researcher the most sample control with respect to getting cooperation from the respondent? a. Phone interviews b. Personal interviews c. Mail questionnaires d. Questionnaires published in newspapers e. Warranty information cards

Personal interviews

Which of the following data collection methods is most versatile? a. Personal interviews b. E-mail surveys c. Fax surveys d. Mail surveys e. Phone interviews

Personal interviews

Which of the following is NOT an advantage of structured questions? a. Questions are standardized b. Simple to administer c. Responses difficult to interpret d. Saves time and money e. Easy to analyze

Responses difficult to interpret

Which of the following provides the most control in terms of the time it takes to complete a study? a. Personal interview b. Telephone survey c. Mail questionnaire d. Self-administered mail questionnaire e. Structured personal interview

Telephone survey

Which of the following is FALSE? a. Advantages of the mall intercept approach include the speed and ease with which a study can be implemented. b. The advantages of CRT administration of questionnaires have helped telephone interviews become the most popular data collection technique. c. The slower speed of data collection and processing with computer-assisted interviewing is offset by the increased accuracy of the responses. d. One of the benefits of the computer-assisted interview (CAI) is increased accuracy in the results. e. All of the above statements are true.

The slower speed of data collection and processing with computer-assisted interviewing is offset by the increased accuracy of the responses.

Methods of questionnaire administration rank as follows in terms of time required to collect the data (quickest to slowest): a. Personal interviews, Web-based surveys, telephone surveys, mail surveys. b. Web-based surveys, telephone surveys, personal interviews, mail surveys. c. Web-based surveys, mail surveys, telephone surveys, personal interviews. d. Mail surveys, personal interviews, telephone surveys, Web-based surveys. e. None of the above, since all methods take about the same amount of time.

Web-based surveys, telephone surveys, personal interviews, mail surveys.

Questions that give the respondent no indication of the true purpose of the research project are known as: a. disguised questions. b. confounded questions. c. structured questions. d. undisguised questions. e. unstructured questions.

disguised questions.

Although fixed-alternative questions tend to provide the most reliable responses, they may also ____. a. deceive the respondent b. hide the purpose of the study c. encourage misleading answers d. avoid possible replies e. obstructs factual information

encourage misleading answers

The problem of nonresponse due to refusals to participate is usually: a. lower with personal interviews than with either telephone interviews or mail-administered questionnaires. b. lower with mail questionnaires than with telephone or personal interviews. c. lower with telephone interviews than with mail questionnaires or personal interviews. d. the same no matter what communication method is used. e. None of the above are true.

lower with personal interviews than with either telephone interviews or mail-administered questionnaires.

Long questionnaires can usually be handled best by: a. telephone interview. b. mail questionnaire. c. personal interview. d. a focus group interview. e. a depth interview.

personal interview.

Jane Doe wants to administer a short survey on "student driving habits" to a representative sample of students at the local university. She secures a list of students from the student directory. She assigns each student a unique number and then uses a random number table to select her sample. The student directory from which Jane selects her sample of students to contact is referred to as: a. sampling frame. b. sampling control. c. sampling error. d. sampling directory. e. None of the above.

sampling frame.

The responses as well as questions are standardized in a(n): a. unstructured questionnaire. b. disguised questionnaire. c. structured questionnaire. d. depth interview. e. focus group.

structured questionnaire.

The major problem with using the mall intercept method to conduct personal interviews concerns: a. the ability to direct the inquiry to a randomly determined respondent. b. securing the cooperation of mall merchants. c. securing the cooperation of the respondent. d. the noisy, distracting environment in which the interview is conducted. e. the high cost of the method.

the ability to direct the inquiry to a randomly determined respondent.