Marketing Research Test 2
In wording survey questions, the researcher should make sure that
the language is simple and direct and there are no leading questions
The split-ballot technique is
the practice of using two different versions of a question, one for each half of the sample
The most attractive feature of the constant sum scale is
the quasi-interval nature of the scale
The best solution to minimizing interview errors involves
the recruitment and selection of interviewers. b. the training of interviewers. c. the motivation of interviewers. d. the control of interviewers.
The ideal number of scale categories is
-always an even number. -two or three. -an odd or even number, but always with a neutral point. -more than nine. -none of the above.*********
Respondents for the pre-test and the survey should be drawn from _____________ population(s
the same
Semantic differential scales can be used
to compare the images of competing products
If a scale is successful in measuring what it is supposed to measure, it is said to be
valid
Which of the following is not a potential limitation associated with closed-end questions?
verbosity bias
Stapel scales
-are a simplified version of semantic differential scales. -use only one pole, rather than two. -are especially suited to telephone interviewing. -are easy to administer.
Itemized category scales may include
-scales in which all of the categories are labeled or only the polar categories are labeled. -scales in which a judgment comparison is required. -scales in which the respondent is forced to make a choice or is given a neutral point. -scales in which the favorable and unfavorable categories are unbalanced.
Good rapport between an interviewer and a respondent is most likely established by common interests. Demographic characteristics are irrelevant
F
Group administered surveys are marked by poor response rates.
F
If a questionnaire has been written by a researcher who is experienced in the subject area, a pretest can be skipped.
F
If there is a likelihood of ambivalence in the respondents, a "neutral" category is inappropriate
F
In general, a researcher may assume that one person can speak for all members of a household.
F
In international marketing research, telephone interviews are always advantageous
F
In questionnaires, prior questions will not influence answers to subsequent questions
F
In semantic differential scaling, negative or unfavorable poles are always placed on the right-hand side
F
Mail surveys apparently produce more accurate responses, but only among those who complete the survey.
F
Mail surveys are preferred when a large amount of information is required and when the questions are complex.
F
Mathematically, reliability can be represented as the product of validity and relevancy.
F
Most of the sources of interviewer error are due to human nature and are beyond the control of the researcher.
F
One of the advantages of profile analysis is the ease of interpretation of the profiles of a large number of brands and many attributes
F
Open-ended questions are generally easier for a respondent to answer than closed-ended questions, which require more thought.
F
Open-ended questions are harder to develop and require more exploratory work than closed-response questions.
F
Open-ended questions are most suited for self-administered questionnaires
F
Open-ended questions overcome subjective judgments in responses
F
People changing their email addresses very often does not create problems for well defined samples
F
Profile analysis is also called the method of equal-appearing intervals because the objective is to obtain a uni-dimensional scale with interval properties.
F
Relevancy refers to how relevant the attitude measure is in the present study.
F
Respondents in a pretest need not be representative of the sample population.
F
Respondents who answer questions to which they do not know the answers can be classified as basically deceptive.
F
Responses to an open-ended question will not be influenced by pre-specified categories or by an interviewer's expectations of a respondent
F
Screening questions increase fieldwork costs
F
Self-administered questionnaires are used in countries that have a low telephone ownership.
F
Shopping center interviews are widely used because shoppers are representative of the general population.
F
Survey data only covers knowledge, behavior, and classification variables. A survey is inadequate for recording a respondent's attitudes
F
Telephone interviewing does not give rise to sample bias
F
Telephone survey is the least expense form of data collection.
F
The advantage of a Q sort scaling is that a small number of groups or piles can be used to increase the reliability of the results
F
The advantage of a comparative scale is that the reference point is clear; hence, uniform reference point is possible.
F
The advantage of the purchase intercept technique is that it samples not only the purchasers but also those who influence the purchase decision.
F
The best place for questions on income is at the beginning of a questionnaire.
F
The choice between different measurement scales, such as the ordinal or interval scale, depends on the personal preference of the researcher. The interpretation of data from the various scales is the same.
F
The classification of respondents by marital status is an example of an ordinal scale.
F
The cost per completed interview is higher in a telephone interview as compared to a personal interview.
F
The door-to-door method is not a viable method to do long detailed interviews.
F
The evidence shows that researchers can improve the response rate of a mail survey by personalizing the mail and promising the respondents' anonymity.
F
The issue of question format is of no importance in a cross national research.
F
The length of the questionnaire is immaterial in any type of research.
F
The major disadvantage of the purchase intercept technique is that it does not aid in buyer recall.
F
The numbers used to rank objects on an interval scale represent unequal increments of the attributes being measured.
F
The objective of item analysis in the Likert scaling method is to choose items that least discriminate among those with favorable and unfavorable attitudes.
F
The researcher does not have to deal with selection bias when using a mail panel because panel members are recruited to match the general population.
F
The researcher who uses an ordinal scale can compute and interpret a mean score.
F
The speed of computer-controlled telephone interviewing allows a researcher the freedom to insert questions that are not strictly relevant to the research objective.
F
The three components of attitudes are the cognitive component, the affective component, and the liking component.
F
There is consistent evidence that people's willingness to answer survey questions is related to their belief that market research studies benefit the public.
F
Web-based surveys are not fast and not efficient
F
While telephone interviewing generally has the advantages of being faster and more economical, personal interviewing has fewer administrative problems.
F
With an interval scale, it is possible to say how many times greater or smaller one object is than another
F
Genotypic
Indigenous characteristics of respondents (age, sex, occ)
Which of the following is true of telephone interviewing
It dominates the personal interview with respect to speed, absence of administrative problems, and lower cost per completed interview
The question - " Jane Fonda is the best actress I have ever seen " strongly agree -------------strongly disagree is an example of a _______________ scale
Likert
The best way to improve the response rate of mail interviews is to:
Offer an incentive
___________ are the most costly form of data collection:
Personal Interviews
Paired comparisons are an example of
Rank-order scales
Interviewer cheating may occur in the respondent selection process or in filling out survey information.
T
Measurement can be defined as a standardized process of assigning numbers or other symbols to certain characteristics of the objects of interest according to pre-specified rules.
T
Money is an example of a ratio-scaled variable. Zero represents none of the variables, and $200 is twice as much as $100.
T
One limitation of using open-ended questions is that the respondents may not use the same frame of reference, which may not be discernible to the interviewer.
T
One method of coping with non-response to mail surveys is to assume that those who take longer to respond are much like non-respondents and to extrapolate from this group the projected answers of non-respondents.
T
One of the limitations of paired comparisons is that comparing two items at a time is seldom the way in which choices are made in the marketplace.
T
One of the reasons for measuring attitudes instead of behavior is that attitudes are believed by some to be precursors of behavior.
T
One of the reasons people refuse to participate in surveys is fear of the motives of an interviewer or of the uses to which the data will be put.
T
One of the reasons which motivates people to answer survey questions is the opportunity for social interaction.
T
One way to reduce nonresponse error is to try to interview respondents in ways that are less intrusive in their lives
T
Order bias occurs when prior questions influence answers to subsequent questions.
T
People who refuse to be interviewed are likely to be different in important respects from those who agree to participate. For this reason, a high rate of refusal may be a major source of survey error
T
Personal interview is usually preferred when a large amount of information is required
T
Personal interviewing is a dominant mode of data collection outside the United States.
T
Personal interviewing is characterized by the interaction of four entities: the researcher, the interviewer, the interviewee, and the research environment.
T
Poor translation of well designed surveys to electronic versions is a problem in e-research.
T
Preceding questions establish a frame of reference which influences a respondent's answers to questions that follow.
T
Profile analysis is an application of the semantic differential scale.
T
Respondent's impression of the interviewer impacts interviewer error.
T
Respondents may have trouble giving meaningful answers to direct questions about their motivation.
T
Scaling is the process of creating a continuum on which objects are located according to the amount of the measured characteristic that the object possesses
T
Stapel scales are especially suited to telephone interviewing
T
The ability to discriminate among meaningful differences in attitudes is sensitivity.
T
The action or intentions component of an attitude refers to a person's expectations of future behavior toward an object
T
The affective component of an attitude summarizes a person's overall feelings toward an object
T
The appearance of a questionnaire is particularly important for self-administered surveys.
T
The cognitive component of an attitude represents a person's information about an object
T
The cost per completed interview is generally higher for personal interviewing than for telephone interviewing.
T
The development of semantic differential scales requires some exploratory work to make sure that all important attributes are included
T
The itemized category scale is the most widely used by marketing researchers
T
The major advantage of using a mail panel is a high response rate.
T
The maximum summated score for a 20-item Likert scale (five categories for each item) is 100
T
The midpoint on a bipolar semantic differential scale is a neutral point.
T
The most common interviewer error is insufficient probing.
T
The only arithmetic operation that a researcher can do with a nominal scale is a count of the number of responses in each category.
T
The purchase intercept technique combines both in-store observation and in-store interviewing to assess shopping behavior and the reasons behind that behavior.
T
The ranking task in rank-order scales corresponds to the process that a buyer goes through when making direct comparisons among available alternatives.
T
The reading and writing skills of the respondents and their motivation to cooperate are two salient considerations in choosing a mode of data collection.
T
The researcher who uses a mail survey does not have control over who answers the survey or the order in which the respondent reads the questions.
T
The split ballot technique involves the use of alternative wordings of a question.
T
The use of a computer to administer a questionnaire is generally more expensive for small surveys than using the traditional paper and pencil.
T
There are arguments for and against the inclusion of "don't know" or "not sure" as response categories and the choice depends on the individual question.
T
Thermometer scale is an example of a pictorial scale
T
Thurstone scales are expensive and time-consuming to construct
T
Toward the end of a long interview, the accuracy of responses is likely to decline.
T
Use of indirect questions may aid in bypassing biases in international research
T
Using an open-ended question to follow up a closed-ended question is called a probe.
T
Virtually any attitude scaling technique can be adapted to the measurement of any attitude component.
T
Web-based surveys need continuous monitoring to determine its direction, appropriate use and long term effectiveness.
T
e-research surveys have lower response rate, statistical value and validity.
T
What component of the attitude would be measured by the following question? "What airlines do you know of that fly from San Francisco to Denver?"
The cognitive component
What, if anything, is wrong with the following questions asked of c homeowners: "What is the approximate value of your home ____ $20,000-$39,999 ____ $40,000-$59,999 ____ $60,000-$79,999
The list of alternatives is not exhaustive
Which one of the following is a factor that affects the design of the questionnaire
a) respondent demographics b) method of administering the questionnaire c) the target population
Itemized category sales may include:
a) scales in which all of the categories are labeled or only the polar categories are labeled b) scales in which a judgement comparison is required c) scales in which the respondent is forced to make a choice or is given a neutral point d) scales in which the favorable and unfavorable categories are unbalanced
The choice of sampling units in e-research is in the form of
a. E-mail addresses b. Electronic subscription groups c. Heavily visited web sites
Validity of online surveys depends on
a. Sample selection b. Survey design c. Response tendencies d. Technology challenges.
Measuring behavior usually involves
a. what the respondents did or did not do b. where the action takes place c. the timing of action d. the frequency or persistence of behavior
The measure of a person's overall feelings toward an object, situation, or person on a like-dislike or favorable-unfavorable scale is called the
affective component or liking component
Multiple choice questions are an example of
aided recall
Which of the following types of questions are most easy to respond
aided recall questions
Although unipolar rating scales avoid the antonym problem they still may possess the problem of
ambiguity
Inaccuracy in response refers to all of the following except:
an interviewer who makes up survey answers to questions that seem silly and obvious
All of the following are sources of interviewer error except:
an interviewer who shares with a respondent basic characteristics, such as age and social class.
High Refusal Rates
are a major source of error, since those who refuse to participate are likely to differ in important respects from respondents
Likert scales
are also called summated scales because the scores on individual items or statements are summed to produce a total score for each respondent.
In ordinal scales
arithmetic operations are limited to statistics such as the median or mode.
Which one of the following is not a part of consumer knowledge
attitude towards a brand
Measurement is the process of assigning or mapping __________ to ____________ according to certain prespecified and non degenerating _______
b) symbols; concepts; rules; properties
In executive interviewing
business people are interviewed at their offices concerning industrial products or services
Group administered surveys are characterized by
c. high response rates.
Self-administered questionnaires are useful for
captive audience
Phenotypic
characteristics of data collection procedure (questions asked, length)
purchase intercept technique
combines both in-store observation and in-store interviewing to asses shopping behavior
The action component refers to a person's
expectations of future behavior
The analytical procedure to be used on paired comparison data when more than two stimulus objects are involved is the
law of comparative judgement
"Don't you think that the new taxes imposed by the municipal council will lead to better civic amenities?" is an example of a(n)
leading question
A researcher who wants to survey a special sample of a small a subgroup of the population would be advised to use a:
mail panel
A researcher who must collect survey data as inexpensively as possible will probably choose a:
mail survey
Ratio scales
make possible the comparison of absolute magnitudes
In self administered interviewing
no interviewer is involved
The basis of the multi-attribute model is
not all attributes of an object are equally important to each buyer
In nominal scales
objects are assigned to mutually exclusive categories, but there is no necessary relationship between categories.
A survey conducted by a market research service which can be purchased by any organization and customized by adding one or more questions of its choice is called:
omnibus survey
Types of interviewing from most to least common are:
personal door-to-door, telephone, and mail
Long and complicated questionnaires are generally best handled in
personal interviews
All of the following have been found to influence the response rate in mail surveys except:
personalized mail
Which one of the following is not a component of attitudes
proactive
Using an open-ended question to follow up a closed-ended question is a a(n):
probe
Closed-response questions
provide answers that are directly comparable from respondent to respondent
The following is an example of an ordinal scale
ranking brands of frozen vegetables according to quality
Data on company's actual sales would be scaled as ________ for analysis
ratio
If a researcher needs to make comparisons of absolute magnitude, a ________ scale must be used
ratio scale
The scaling that permits most sophisticated statistical analysis is
ratio scaling
A test-retest or parallel forms approach will help determine
reliability
Open-ended questions do not
save time when compared to closed-response questions, either in the interview or during tabulation
___________ is the process of creating a continuum on which the objects are located according to the amount of measured characteristic that the object possesses
scaling
All of the following are true about the sequence of questions in a survey except:
sensitive questions should be asked in the beginning before the respondent is tired of the interview
Which of the following is not a criterion to be used when constructing and/or evaluating questions?
simplicity
A disadvantage of open-end questions is
space bias
The most popular primary data collection method in marketing research is:
survey
One of the difficulties in profile analysis is that
the attributes used may not be independent of each other and may be measuring the same dimension
When dealing with an interval scale such as Fahrenheit temperature, it is correct to say
the difference between 90 and 30 is three times the difference between 40 and 20
Questionnaires do not aim at
encouraging respondents to complete them
On a 20-item Likert scale, where "1" means "strongly unfavorable" and "5" means "strongly favorable," one respondent has a total score of 62 toward Brand Y. A researcher could conclude that:
-the respondent has a better-than-average attitude toward Brand Y. -the respondent has a positive attitude toward Brand Y because his score exceeds 50. -the respondent has a negative attitude toward Brand Y because his score exceeds 50. -the respondent's attitude is too hard to determine because his score of 62 is very close to 50. -none of the above.********
The researcher's choice of an attitude measure scale should be guided by:
-the specific information that is required to satisfy the research objective. -compatibility between the scale and the structure of a respondent's attitude. -budget constraints. -the adaptability of the scale to the data collection method.
How many paired comparisons are possible given 9 stimulus objects
36
In the case of a self-administered questionnaire, it is better to opt for ____________ questions:
Close Ended
Constant sum scales are used when many objects are involved because respondents find it easy to sum to one hundred
F
Dichotomous questions can be used to collect psychological data
F
Which one of the following is not true of collecting data by telephone?
Eliminates interview bias
"Sweet-not sweet" is an example of a bipolar semantic differential scale, while "sweet-sour" is an example of a mono-polar scale.
F
A computer-controlled system of telephone interviewing can eliminate all human error.
F
A computer-controlled system of telephone interviewing can eliminate all response error.
F
A researcher should be aware that, when in doubt, a respondent will give too little rather than too much information about past behavior.
F
A researcher who is unfamiliar with the respondents' vocabulary should use technical terms in survey questions since those terms are likely to have a common meaning.
F
A rule-of-thumb in selecting the number of response categories is to give the respondent a choice of at least nine. Fewer than nine categories will not capture individual differences, particularly in a telephone interview.
F
A similarity judgment belongs to the liking component of an attitude
F
Aided recall questions always uncover more activity, and the information they provide is more accurate than that from unaided recall questions.
F
An even number of categories is preferred when a respondent can legitimately adopt a neutral position.
F
An interview should start with an easy, nonthreatening question and be followed by sensitive questions to catch respondents by surprise.
F
Associative scaling answers the question of how consumers make tradeoffs when there are several important dimensions and no alternative is clearly superior.
F
Because consumers are used to dealing with a wide array of products, they have no trouble in ranking a dozen or more items
F
Comparative scales do not have a common reference point.
F
Comparisons of absolute magnitude are possible with an interval scale
F
An example of a loaded question is:
Should we raise taxes for the rich in order to get better housing and more schools for the poor
An interview conducted using a given list of questions asking third person questions is an example of:
Structured Indirect Interview
The primary data collection method widely used in marketing research is the:
Survey Method
A Fahrenheit temperature scale is an example of an interval scale
T
A Likert scale is also called a summated scale because the scores on individual items or statements are summed to produce a total score for each respondent.
T
A computer can randomly select a respondent from a list of household members entered by an interviewer.
T
A mail panel is a representative sample of people who have agreed to participate in a limited number of mail surveys each year.
T
A qualifying question can be used to make sure that a subsequent question is applicable to a respondent.
T
A questionnaire should cover no more and no less than is necessary to satisfy the research objective.
T
A researcher should not use words such as "often" or "recently" without defining a time frame because the respondents' answers will not be comparable.
T
A researcher who is doing a survey has the advantage of being able to collect a great deal of data about an individual respondent at one time.
T
An assumption of the Likert scaling method is that each item or statement measures some aspect of a single common factor
T
An attitude measure is valid if it measures what it is supposed to measure.
T
An example of an ordering problem is the tendency of some respondents to choose the center position in a list of categories.
T
An ordinal scale is obtained by ranking objects with regard to some common variable
T
Attitudes are mental states in individuals that structure the way they perceive their environment and guide the way they respond to it.
T
Because the disadvantages of open-ended questions usually outweigh the advantages, open-ended questions should only be used sparingly
T
Closed-response questions have an advantage over open-ended questions in that there is less potential error due to difference in the way questions are asked and answers are reported.
T
Computer-controlled telephone questionnaires in theory leave an interviewer with more freedom to concentrate on establishing rapport with a respondent.
T
Each telephone number has an equal chance of being called in a systematic random digit dialing.
T
Generalizability refers to the ease of scale administration and interpretation in different research settings and situations
T
High illiteracy rates plague the effectiveness of mail surveys in the international marketing research context.
T
Hypotheses play an important role in translating the research objective into information requirements.
T
If a researcher needs to make comparisons of absolute magnitude, a ratio scale must be used.
T
If there is a likelihood of ignorance in the respondents, a "don't know" category is appropriate.
T
In continuous rating scales, the respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other.
T
In general, a "don't know" category should be provided whenever respondents may have insufficient experience to make a meaningful judgment
T
In international industrial marketing research, use of telephone surveys may be more effective as compared to the international consumer research.
T
In multiple-choice questions, the response categories should ideally be mutually exclusive and exhaustive.
T
In paired comparisons, objects to be ranked are presented two at a time
T
Which of the following is true of interval scales
The numbers used to rank objects represent equal increments of the attribute being measured.
Which of the following conditions must a researcher reasonably satisfy in order to get meaningful survey results?
The population has been correctly defined and the sample is representative of the population. 2. The respondents who are selected are willing to participate. 3. The respondents understand the interviewers' questions and the interviewers correctly record the questions.
Which of the following is not true about a good questionnaire?
The researcher's motivation for asking each question should be clear to the respondents
Correct
The response rate of a mail panel is typically higher than that of a mail survey
The length of the questionnaire depends upon
The survey method employed
Which of the following is true about associative scaling
The technique is best suited to market tracking, where there is a need to understand shifts in competitive positions.
How can the problem of interviewer bias be minimized?
Validating a certain percentage of completed interviews
Proctor and Gamble (P&G) desires to learn why consumers purchase one of its product lines. The company hires the research firm of Veekay and Co. to conduct a study. Veekay and Co. send a mail questionnaire to P&G's customers to investigate relationships. The data collected are:
commercial, non-causal, cross sectional and overt
The homophily criterion states that:
communication is enhanced when the interviewer and the interviewee are, or perceive themselves to be, relatively similar
The interviewer reads the question and enters the responses. The a computer skips ahead to the next appropriate question. This method is:
computer assisted telephone interviewing
The method wherein the respondent is seated at a computer terminal and enters the responses is:
computer interactive interviewing
Dividing a fixed number of units among product categories to reflect relative preference is using a method called
constant sum scaling
In door-to-door interviewing
consumers are interviewed in person in their homes
Commonly used procedures in "pretesting" are
debriefing
Which of the following type of questions are easy to code and analyze
dichotomous questions
"Are you satisfied with the cost and quality of this shirt?" is an: example of a __________ question.
double-barreled
The question - "Do you consider Nestea cool and refreshing?" represents which of the following criteria for a poorly worded question in a soft drink survey
double-barreled
The purpose of a pretest is to
eliminate the deficiencies in the questionnaire
Unstructured questions are most useful in
exploratory research
The following is an example of an interval scale
fahrenheit temp scale
Which of the following is true about computer scanner check-out
i) They record purchases by passing them over a laser scanner ii) One of their advantages to the researcher is the ability to look at data over short periods of time iii) Consumers' purchase data can be instantly accessed
To avoid incompleteness in a questionnaire, the researcher should do all of the following except:
include questions that are interesting and that relate only marginally to the research purpose
Random digit dialing is designed to
increase the representativeness of the sample in the telephone interviews
In mall intercept surveys
interviewers randomly approach respondents
Which of the following is not a reason that market researchers are likely to use measurements of attitude in place of behavior
it is always better to ask about attitudes than to observe actual behavior
The criterion of whether the results can or cannot be verified is used when discriminating between
judgmental and valuation scaling
