Question 1

The purchase intercept technique combines both in-store observation and in-store interviewing to assess shopping behavior and the reasons behind that behavior.

Accepted Answer

A) True 
 B)False

Question 2

All of the following have been found to influence the response rate in mail surveys except

Accepted Answer

A)  follow-up letters.
B)  personalized mail.
C)  persuasive cover letters.
D)  providing stamped return envelopes.
E)  monetary incentives.F) A) and B)
G) A) and C)

Question 3

The cost per completed interview is generally higher for personal interviewing than for telephone interviewing.

Accepted Answer

A) True 
 B)False

Question 4

While telephone interviewing generally has the advantages of being faster and more economical, personal interviewing has fewer administrative problems.

Accepted Answer

A) True 
 B)False

Question 5

In international marketing research, telephone interviews are always advantageous

Accepted Answer

A) True 
 B)False

Question 6

Omnibus Surveys

Accepted Answer

A)  dominate the personal interview with respect to speed, absence of administrative problems, and lower cost per completed interview.
B)  does not give the researcher adequate control over a number of variables and may make it hard for the researcher to predictResponse rates..
C)  none of the above.
D)  are scheduled personal interview surveys with questions provided by a number of clients.
E)  combine both in-store observation and in-store interviewing to asses shopping behavior.F) A) and E)
G) A) and B)

Question 7

Mail surveys are preferred when a large amount of information is required and when the questions are complex.

Accepted Answer

A) True 
 B)False

Question 8

The evidence shows that researchers can improve the response rate of a mail survey by personalizing the mail and promising the respondents' anonymity.

Accepted Answer

A) True 
 B)False

Question 9

Personal interview is usually preferred when a large amount of information is required

Accepted Answer

A) True 
 B)False

Question 10

In mall intercept surveys

Accepted Answer

A)  consumers are interviewed in person in their homes.
B)  business people are interviewed at their offices concerning industrial products or services.
C)  interviewers randomly approach respondents.
D)  no interviewer is involved
E)  none of the above.F) A) and B)
G) B) and D)

Question 11

Random digit dialing is designed to

Accepted Answer

A)  increase the response rate in telephone surveys
B)  reduce costs in telephone surveys
C)  increase the representativeness of the sample in the telephone interviews
D)  relate telephone sampling to street addresses rather than phone book numbers
E)  provide the best cost estimates from research suppliersF) All of the above
G) A) and B)

Question 12

Good rapport between an interviewer and a respondent is most likely established by common interests.Demographic characteristics are irrelevant.

Accepted Answer

A) True 
 B)False

Question 13

Personal interviewing is a dominant mode of data collection outside the United States.

Accepted Answer

A) True 
 B)False

Question 14

Web-based surveys are not fast and not efficient.

Accepted Answer

A) True 
 B)False

Question 15

Shopping center interviews are widely used because shoppers are representative of the general population.

Accepted Answer

A) True 
 B)False

Question 16

The interviewer reads the question and enters the responses.The computer skips ahead to the next appropriate question.This method is

Accepted Answer

A)  computer assisted telephone interviewing.
B)  computer interactive interviewing.
C)  computerized personal interview.
D)  computer assisted personal interview.
E)  none of the above.F) A) and E)
G) A) and C)

Question 17

Aided recall questions always uncover more activity, and the information they provide is more accurate than that from unaided recall questions.

Accepted Answer

A) True 
 B)False

Question 18

Telephone interviewing does not give rise to sample bias

Accepted Answer

A) True 
 B)False

Question 19

The most popular primary data collection method in marketing research is

Accepted Answer

A)  observation.
B)  survey.
C)  focus group.
D)  experiment.
E)  none of the above.F) A) and B)
G) A) and C)

Question 20

Mail surveys apparently produce more accurate responses, but only among those who complete the survey.

Accepted Answer

A) True 
 B)False

Exam 10: Information From Respondents: Survey Methods

The purchase intercept technique combines both in-store observation and in-store interviewing to assess shopping behavior and the reasons behind that behavior.

Correct AnswerverifiedShow Answer

The most popular primary data collection method in marketing research is

Correct AnswerverifiedShow Answer

Telephone interviewing does not give rise to sample bias

Correct AnswerverifiedShow Answer

All of the following have been found to influence the response rate in mail surveys except

Correct AnswerverifiedShow Answer

Mail surveys are preferred when a large amount of information is required and when the questions are complex.

Correct AnswerverifiedShow Answer

The evidence shows that researchers can improve the response rate of a mail survey by personalizing the mail and promising the respondents' anonymity.

Correct AnswerverifiedShow Answer

Omnibus Surveys

Correct AnswerverifiedShow Answer

Aided recall questions always uncover more activity, and the information they provide is more accurate than that from unaided recall questions.

Correct AnswerverifiedShow Answer

Personal interviewing is a dominant mode of data collection outside the United States.

Correct AnswerverifiedShow Answer

Mail surveys apparently produce more accurate responses, but only among those who complete the survey.

Correct AnswerverifiedShow Answer

Personal interview is usually preferred when a large amount of information is required

Correct AnswerverifiedShow Answer

In international marketing research, telephone interviews are always advantageous

Correct AnswerverifiedShow Answer

The interviewer reads the question and enters the responses.The computer skips ahead to the next appropriate question.This method is

Correct AnswerverifiedShow Answer

Good rapport between an interviewer and a respondent is most likely established by common interests.Demographic characteristics are irrelevant.

Correct AnswerverifiedShow Answer

In mall intercept surveys

Correct AnswerverifiedShow Answer

While telephone interviewing generally has the advantages of being faster and more economical, personal interviewing has fewer administrative problems.

Correct AnswerverifiedShow Answer

The cost per completed interview is generally higher for personal interviewing than for telephone interviewing.

Correct AnswerverifiedShow Answer

Random digit dialing is designed to

Correct AnswerverifiedShow Answer

Shopping center interviews are widely used because shoppers are representative of the general population.

Correct AnswerverifiedShow Answer

Web-based surveys are not fast and not efficient.

Correct AnswerverifiedShow Answer

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