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