Exam 2 Marketing Research

Identify the characteristics of nonsampling errors that occur in survey research. (Check all that apply.) Multiple select question. They cannot be controlled or prevented. They result from some human error in either the design or the execution of a survey. They occur because of the difference between the findings based on the sample and the true values for a population. They have a tendency to create "systematic variation" or bias in the data.

-They result from some human error in either the design or the execution of a survey. -They have a tendency to create "systematic variation" or bias in the data.

Arrange the types of questions used to select participants for a focus group in the order in which they are asked. (Place the first type at the top.)

1. questions that eliminate people who might result to competitors provide comments in the discussion 2. questions that ensure that potential participants meet the demographic criteria and can be present at the scheduled time 3. open-ended questions that are used to assess how able and willing an individual might be to discuss a specific topic openly

Identify a true statement about in-depth interviewing. Multiple choice question. Participants are less likely to reveal detailed information as compared to quantitative methods. An interviewer discourages explanation of a participant's response in order to leave the response open to interpretation. An interviewer asks probing questions to elicit more comprehensive information on a topic. Participants are highly likely to respond in a socially desirable manner to impress others.

An interviewer asks probing questions to elicit more comprehensive information on a topic.

What are the roles of a focus group moderator? (Check all that apply.) Multiple select question. He or she is responsible for creating an environment in which participants have to watch what they say and speak in an inhibited manner. He or she is responsible for generating positive group dynamics. He or she must be able to activate and manage the direction of the group members' discussions over predetermined topics. He or she must be able to ask the right questions. He or she must refrain from directly participating in the group's discussions.

He or she must be able to ask the right questions. He or she must be able to activate and manage the direction of the group members' discussions over predetermined topics.

Which of the following are disadvantages of self-administered surveys? (Check all that apply.) Lack of anonymity in responses Potential response errors High nonresponse rates Interviewer-respondent bias

High nonresponse rates Potential response errors

Identify the true statements about qualitative research. (Check all that apply.) Multiple select question. In most cases, data are gathered in relatively short periods of time. It helps researchers and clients get closer to their existing and potential customers than does quantitative research. In most cases, it is used with descriptive and causal research designs and occasionally with exploratory designs. It provides data that are often statistically projectible to the target population of interest.

In most cases, data are gathered in relatively short periods of time. It helps researchers and clients get closer to their existing and potential customers than does quantitative research.

Identify the advantages of using person-administered survey methods. (Check all that apply.) Interviewers are not required to perform any separate editing and data entry tasks associated with other data collection systems. Interviewers can tabulate results in real time at any point in the study. Interviewers can establish a rapport with the respondents and make the process of taking a survey more interesting for them. Interviewers can tabulate data on the spot and derive immediate results. Interviewers who are trained are able to quickly adapt to respondents' differences.

Interviewers can establish a rapport with the respondents and make the process of taking a survey more interesting for them.

Select all that apply Identify the advantages of using person-administered survey methods. (Check all that apply.) Interviewers are not required to perform any separate editing and data entry tasks associated with other data collection systems. Interviewers can establish a rapport with the respondents and make the process of taking a survey more interesting for them. Interviewers can tabulate results in real time at any point in the study. Interviewers can tabulate data on the spot and derive immediate results. Interviewers who are trained are able to quickly adapt to respondents' differences.

Interviewers who are trained are able to quickly adapt to respondents' differences. Interviewers can establish a rapport with the respondents and make the process of taking a survey more interesting for them.

Identify the true statements about focus group research. (Check all that apply.) Multiple select question. It is the most widely used qualitative research method in marketing. It encourages group members to talk briefly on multiple topics. It typically lasts about seven to eight hours. It is rooted in the behavioral sciences.

It is rooted in the behavioral sciences. It is the most widely used qualitative research method in marketing

Identify the true statements about focus group research. (Check all that apply.) Multiple select question. It encourages group members to talk briefly on multiple topics. It is the most widely used qualitative research method in marketing. It typically lasts about seven to eight hours. It is rooted in the behavioral sciences.

It is rooted in the behavioral sciences. It is the most widely used qualitative research method in marketing.

Which of the following are true of qualitative research? (Check all that apply.) Multiple select question. It is used to obtain preliminary insights into research problems. It is used to explore more deeply into areas that quantitative research may be too superficial to access. It is used to make accurate predictions about relationships between market factors and behaviors. It is used to validate facts, estimates, and relationships.

It is used to obtain preliminary insights into research problems. It is used to explore more deeply into areas that quantitative research may be too superficial to access.

In the context of errors in surveys, identify a true statement about sampling error.

It refers to the difference between the true values for a population and the findings based on the sample.

In the context of errors in surveys, identify a true statement about sampling error. It occurs because of the faulty recall of the participants of a survey. It refers to the systematic bias that occurs when the final sample differs from the planned sample. It occurs when a sufficient number of preselected participants in a sample fail to participate in the research. It refers to the difference between the true values for a population and the findings based on the sample.

It refers to the difference between the true values for a population and the findings based on the sample.

Identify a true statement about computer-assisted telephone interview (CATI) systems. They allow visual aids to be used by interviewers to explain complicated questions. Researchers cannot interview a large number of people as the number of people with telephone connections are decreasing. Questions that are irrelevant to a particular respondent is automatically skipped by the CATI program. There is a high possibility for coding or data entry errors to occur.

Questions that are irrelevant to a particular respondent is automatically skipped by the CATI program.

Identify a true statement about computer-assisted telephone interview (CATI) systems. They allow visual aids to be used by interviewers to explain complicated questions. There is a high possibility for coding or data entry errors to occur. Questions that are irrelevant to a particular respondent is automatically skipped by the CATI program. Researchers cannot interview a large number of people as the number of people with telephone connections are decreasing.

Questions that are irrelevant to a particular respondent is automatically skipped by the CATI program.

Identify the factors that have led to the increased use of mobile phone surveys. (Check all that apply.) High percentage of mobile phone usage Increased availability of network operators Availability of wireless phone applications Rapid decline in Internet usage Rapid decrease in landline phone penetration

Rapid decrease in landline phone penetration Availability of wireless phone applications High percentage of mobile phone usage

Identify the true statements about quantitative research methods. (Check all that apply.) Multiple select question. They are often statistically projectible to the target population of interest. They are most often used with descriptive and causal research designs. Their unstructured approach enables researchers to collect in-depth data about respondents' attitudes, beliefs, and emotions. Research problems are precise and well defined. Researchers usually collect detailed data from relatively small samples by observing behavior.

Research problems are precise and well defined. They are often statistically projectible to the target population of interest. They are most often used with descriptive and causal research designs.

Which of the following is a disadvantage of mail surveys as a method of data collection? They are more expensive than drop-off surveys. Respondents who misunderstand questions tend to record responses that were not expected by the researchers. Respondents are more likely to give socially acceptable answers because they do not answer anonymously. They do not acquire data that is taken from a representative sample of the target population.

Respondents who misunderstand questions tend to record responses that were not expected by the researchers.

Which of the following are advantages of mail surveys? (Check all that apply.) The surveys provide immediacy in the sense that consumers can fill them close to the moments of consuming and decision making. They can reach hard-to-interview people. They have higher response rates than face-to-face survey methods. The costs associated with these surveys are limited to postage, printing, and the cost of incentives.

The costs associated with these surveys are limited to postage, printing, and the cost of incentives. They can reach hard-to-interview people.

In the context of errors in surveys, identify the factors that cause sampling errors. (Check all that apply.) The method of sampling used The sample size used The characteristics of the sample used The accuracy of the information given by the participants

The sample size used The method of sampling used

What are the advantages of using computer-assisted telephone interview (CATI) systems for a survey? (Check all that apply.) They eliminate the need for separate data entry and editing tasks associated with manual systems. They allow participants to pause an interview and resume and finish it at another time. They eliminate the requirement for tabulating the results of the survey. They allow interviewers to ask open-ended questions that help collect in-depth data.

They allow participants to pause an interview and resume and finish it at another time. They eliminate the need for separate data entry and editing tasks associated with manual systems.

Identify an advantage of using focus group interviews. Multiple choice question. The data gathered through focus groups is highly reliable. The findings of focus group interviews are easily generalizable to the target population. They promote understanding of why consumers behave or act in certain market situations. The trustworthiness of the interpretation is independent of the insightfulness of researchers.

They promote understanding of why consumers behave or act in certain market situations.

Which of the following are true of mail panel surveys? (Check all that apply.) Separate editing and data entry tasks associated with other systems are eliminated in mail panel surveys. Members of the mail panel are often not representative of the target population at large. This method allows the same people to be questioned multiple times over an extended period. Questions that respondents find confusing can be quickly clarified by interviewers.

This method allows the same people to be questioned multiple times over an extended period Members of the mail panel are often not representative of the target population at large.

Which of the following are true of nonsampling errors that occur in survey research? (Check all that apply.) Multiple select question. They are caused by faulty sampling methods. They can lead to other nonsampling errors. Unlike random sampling error, they can be statistically measured. Unlike random sampling error, they cannot be directly measured.

Unlike random sampling error, they cannot be directly measured. They can lead to other nonsampling errors.

One major drawback of mail surveys is that _____. the participant's responses to questions can be recorded incorrectly the overall cost of this method of data collection is higher than every other survey method a respondent can be influenced by an interviewer's body language and give answers that the interviewer is looking for a nonresponse bias can be created because of response rates being lower than those for face-to-face or telephone interviews

a nonresponse bias can be created because of response rates being lower than those for face-to-face or telephone interviews

An advantage of telephone interviews is that they _____. allow researchers to build a rapport with respondents and develop their interest in taking the survey are more affordable, quicker, and better suited for collecting data from a large sample than face-to-face interviews overcome most of the problems associated with other systems of callbacks and randomization allow researchers to conduct lengthy interviews and therefore collect in-depth data

are more affordable, quicker, and better suited for collecting data from a large sample than face-to-face interviews

What are the major types of research designs? (Check all that apply.) Multiple select question. Causal Exploratory Cohort Historical Descriptive

casual, exploratory, descriptive

Integrated telephone and computer system in which the interviewer reads the questions from a computer screen and enters respondents' answers directly into the computer program is known as - interview (CATI).

computer-assisted telephone

After conducting a focus group session, Jacob, a researcher, compares notes with Melissa, the moderator of the session, to discuss the responses of the participants to the session's topics. This procedure is called _____. Multiple choice question. predictive analysis debriefing analysis content analysis mechanistic analysis

debriefing analysis

An interactive procedure in which the researcher and moderator discuss the subjects' responses to the topics that outlined a focus group session is called .

debriefing analysis

exploratory research, descriptive research, casual research

descriptive is to collect information that provide answers to questions, casual is to examine cause and effect relationships among market variables that are specifically designed, exploratory is to find ideas and insights to better comprehend the problem

A(n) is a person who is well trained in the interpersonal communication skills and professional manners required for a focus group.

focus group moderator

vA(n) is a person who is well trained in the interpersonal communication skills and professional manners required for a focus group.

focus group moderator

A qualitative data collection method in which responses to open-ended questions are collected from a small group of participants who interactively and spontaneously discuss topics of interest to the researcher is called .

focus group research

In the planning phase of a focus group study, researchers must _____. Multiple choice question. have a distinct understanding of the objective of the study, a definition of the problem, and particular data requirements ensure that all the participants of the focus group study participate in the discussion of given topics debrief all the important people involved in the study to compare notes and come to a conclusion about the study analyze the data obtained from the participants of the study by using advanced content analysis techniques

have a distinct understanding of the objective of the study, a definition of the problem, and particular data requirements

A data-collection method in which a well-trained interviewer asks a participant a set of semistructured questions in a face-to-face setting is called a(n) _____. Multiple choice question. case study ethnography observational research in-depth interview

in-depth interview

An advantage of using a computer-assisted telephone interview (CATI) system to collect data is that _____. it allows interviewers to conduct lengthy surveys to collect in-depth data visual aids can be used to explain complicated or confusing questions to the respondents the cost of using a CATI system to collect data is lower than online surveys it allows the tabulation of results in real time at any point of the study

it allows the tabulation of results in real time at any point of the study

A(n) is a questionnaire sent to a group of individuals who have agreed in advance to participate.

mail panel survey

are surveys sent to respondents using the postal service.

mail surveys

The method of conducting a marketing survey in which the data are collected using mobile phones is called a(n) .

mobile phone survey

Data collection techniques that require the presence of a trained human interviewer who asks questions and records the subject's answers are called - survey methods.

person-administered

Purposed communities whose primary purpose is research are called.

private communities

are online social networks that may be specific to marketing research, or they may be broader brand communities, the primary objective of which is marketing.

purposed communities

Which of the following involves choosing sample members because they possess specific characteristics? Multiple choice question. Convenience sampling Theoretical sampling Purposive sampling Systematic sampling

purposive sampling

Which of the following involves choosing sample members because they possess specific characteristics? Multiple choice question. Purposive sampling Theoretical sampling Systematic sampling Convenience sampling

purposive sampling

Research that places heavy emphasis on using formal standard questions and predetermined response options in questionnaires or surveys administered to large numbers of respondents is known as .

quantitative research

A data collection technique in which the respondent reads the survey questions and records his or her own answers without the presence of a trained interviewer is called a - .

self-administered survey

What are the advantages of focus group interviews? (Check all that apply.) Multiple select question. They allow the participation of clients. Hard-to-reach informants are brought together in focus group interviews. Findings from focus group interviews are easily generalizable to the target population. They bring out wide-ranging participant responses. The data collected is highly reliable and trustworthy irrespective of a researcher's insightfulness. They stimulate new thoughts, feelings, and ideas about a topic.

stimulate new ideas, thoughts, and feelings about a topic foster understanding about why consumers act/behave in certain market situations wide range participant response bring together hard-to-teach information allow client participation

Which of the following is selected so that various target group members, such as low-income and high-income consumers, are included or to compare groups? Multiple choice question. A convenience selection sample A theoretical sample A stratified purposive sample A systematic sample

stratified purpose sample

Research procedures for collecting large amounts of data using question-and-answer formats are called _____. survey research methods case study methods debriefing analysis content analysis

survey research methods

When a group of marketing researchers wanted to test the effectiveness of an advertising campaign their company had run last year, they recruited fifty people who watched television for at least an hour every day. They asked the participants a series of open-ended questions regarding the campaign. Which form of data collection technique is used by the researchers in the above scenario?

survey research methods

Question-and-answer exchanges that are conducted via telephone technology are called . (Enter one word in each blank.)

telephone interviews

What ultimately determines whether online or face-to-face focus groups are the most relevant to use for a focus group study? Multiple choice question. The objective of the focus group The convenience of the participants of the focus group The means currently available to the researchers The method used to select the participants of the focus group

the objective of the focus group

True or false: When selecting and recruiting participants for a focus group, researchers should ensure that the participants typify the general makeup of the target population.

true