MKT 444

When 150 people are asked to participate in a survey study, but only 45 of them actually fill out the survey, the response rate for this survey is:

30 percent

Which of the following is not a good design technique for mobile surveys?

Add many graphics to help explain concepts

In order to maintain good commercial online panel management, the researchers need to _____

All of these.

Which of the following is an incorrect statement concerning questionnaire layout?

Always place demographics questions at the beginning.

In the questionnaire design process, what is the first step?

Determine the survey objectives, resources, and constraints

is a preliminary research conducted to increase understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied.

Exploratory research

Commercial online panels are created for the exclusive use of one specific company or for one particular project.

False

Incident rate is not a factor to determining the selection of a particular survey methods.

False

If the client needs to have survey results quickly, which of the following methods would be best?

Internet

How satisfied were you with the service you received yesterday from the flight attendant on your United Airlines flight? _____ Very satisfied _____ Somewhat satisfied _____ Neither satisfied nor dissatisfied _____ Somewhat dissatisfied _____ Very dissatisfied

Itemized rating scale

All of the followings are advantages of online surveys EXCEPT:

Lack of "call back"

Indicate your level of agreement with the following statement: The Dean is doing a very good job. Strongly Strongly Agree Agree Indifferent Disagree Disagree This scale illustrates which technique?

Likert

What interviews are conducted by running into people in a big shopping area and interviewing them face-to-face?

Mall-intercept interviews

_____________ measures customer affinity towards your company or brand, by asking "On a scale of 1-10, how likely are you to recommend this product to a friend?"

Net Promoter Score (NPS)

If the measurement scale has "yes" or "no" as choices for respondents to choose from, what type of measurement scale is being used?

Nominal

What type of research has basically replaced computer-assisted telephone interviewing?

Online survey research

What type of question is the following: "Why did you decide to attend Webster University?"

Open-ended

In a personal interview situation, when the interviewer says: "Tell me more about that," what type of comment is this?

Probe

A solicitation, sent to marketing research suppliers inviting them to submit a formal proposal including a bid, is called ________________.

Request for Proposal (RFP)

_____________ results from mistakes or problems in the research design.

Systematic error

What is the flaw in the following question: What was your total annual income last year from all sources? Above $60,000 $50,000 - $60,000 $40,000 - $50,000 $30,000 - $40,000 Below $30,000

The choices are not mutually exclusive.

DIY surveys can be a great lead into the deep insights and solutions to long-term problems that can be accomplished with a professional client management provider.

True

Inability to probe is a major disadvantage of mail and self-administered interviews.

True

It is possible for respondents to falsify answers unconsciously.

True

Measurement error is a systematic error that results from a variation between the information being sought and what is actually obtained by the measurement process.

True

One of the major causes of surrogate information error is failure to properly define the research problem.

True

One of the ways to minimize the input error is to use software checks to find illogical response patterns or improperly scanned machine-scored questionnaires.

True

Using a closed online panel recruitment method gives a panel provider greater control over who is invited to the panel.

True

Whenever possible, use the higher order measurement scales to increase the type of analysis that can be conducted.

True

Customer Satisfaction (CSAT) score is to measure how happy customers are with what they purchased and it is ____________

a short-term happiness measurement.

Which of the following questions would potentially bias or confuse the respondents?

all of these

Which of the following is not characteristic of open-ended questions?

ease of coding and tabulation of results

Researchers are to conduct _______________ to gain additional background information to fully comprehend the problem. The goal is to define the major dimensions of the problem.

exploratory research

A screening question is used to:

identify appropriate respondents for the survey.

You are creating a survey that is to evaluate the level of customers' satisfaction (with intensity) for various brands of cola. Which type of scale is the best for this type of question?

interval

To determine how the same group of respondents feels at different points of time, the researcher must use what kind of study?

longitudinal

What tactic to use in the survey design to make embarrassing topics less intimidating for the respondents to discuss?

make counter biasing statements

In the pretesting of a questionnaire, a researcher finds that respondents perceive several of the questions as leading, and others as difficult to understand. If the researcher does not make the necessary revisions to the questionnaire, there will probably be a large amount of which of the following?

measurement instrument bias

What level of measurement would the following question produce? Please indicate the environmental surroundings in which you live using the following choices: (1) urban (2) rural (3) suburban (4) Other

nominal

When the researcher achieves a very low response rate, he/she should be concerned with ______________.

nonresponse bias (error)

Which of the following types of questions would have the highest cost associated with its interpretation and tabulation?

open ended

Quality grades such as "good," "better," and "best" represent which of the following levels of measurement?

ordinal

Ranking questions generally produces ___________ level of measurement.

ordinal

The following scale is illustrative of a ______ scale. ____definitely buy ____probably buy ____might buy ____might not ____probably not ____definitely not

purchase intent

The fact that online surveys can be sent to thousands of potential respondents at one time is called:

rapid deployment.

If the researcher wishes to measure something that could have a meaningful value of zero, what would be the appropriate type of scale?

ratio

If the same instrument gives consistent results every time it is used for a measurement, then it indicates:

reliability.

Before a measurement scale can be shown to be valid, it must be _______.

reliable

When survey respondents deliberately falsify their income this is known as which type of bias?

response bias

Which of the following is a weakness of online surveying?

some respondents may answer the survey multiple times