Thinkgate 4.11-4.13

How can ill-designed questionnaires affect survey participants?

Can decrease their response rate

When marketers sampled 500 15-year old girls, they found that they all were 5 feet 2 inches tall. What type of sampling error contributed to this finding?

Chance

What is an example of a marketing-research method that is used to collect primary data?

Customer survey

A business has identified a sample of the population that it plans to survey to determine who is using their product in a foreign country. What research design should it use?

Descriptive

What research approach do businesses often use to test new product ideas?

Experimental

What type of research would a business conduct if it wanted to identify potential issues or opportunities?

Exploratory

What is the advantage in using personal interviews to collect marketing data?

High flexibility

What question does establishing a sampling plan for a research project answer?

How many people to survey

Which of the following is a rating scale that allows marketing researchers to determine respondents' feelings

Likert

What is a common method of collecting data that often involves the use of questionnaires?

Mail survey

What type of research is intended to obtain detailed data about customers' opinions and experiences?

Qualitative

What research option usually answers questions related to "how many"?

Quantitative

The TUV Company wants to conduct marketing research by surveying a sample of its vast customers base. What should companies use to reduce the possibility of bias?

Random Sampling

What is a example of a secondary source of data that a business can obtain internally?

Sales report

What type of scale is a firm using when a survey format has a seven-point rating system consisting of opposite adjectives on each end of the scale?

Semantic differential

A university is considering changes to its business administration degree. To obtain feedback on the idea from students. the university selects a sample of business majors who are seniors. What type of sampling did the university use?

Simple

To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers are

open,friendly, and nonjudgmental

The SBU company developed a survey in which respondents are provided the same number of favorable and unfavorable rating options. What type of scale has this survey used?

Balanced

What is the most appropriate data-collection method to use when a business wants to determine how its employees interact with customers?

Observation

Which of the following is a characteristic of unstructured observation:

Often records a variety

When should researchers ask potentially sensitive questions during an interview?

Toward the end of the interview

What data-collection method can be used to obtain information during the point-of-purchase process?

Volume-tracking scanner