Full Test Bank | Information From Respondents Survey – Ch.10 - Marketing Research 13e Complete Test Bank by V. Kumar. DOCX document preview.
Test Bank
CHAPTER 10 Information From Respondents: Survey Methods
True-False
1. The personal interviewing process is characterized by the interaction of three entities: the
researcher, the purpose, and the process.
2. The at home or work interview, in which consumers are interviewed in
person in their homes or at their office, has traditionally been considered the
best survey method.
3. Mail surveys are preferred when a large amount of information is
required and when the questions are complex.
4. The cost per completed interview is generally higher for personal
interviewing than for telephone interviewing.
5. Shopping center interviews are widely used because shoppers are
representative of the general population.
6. While telephone interviewing generally has the advantages of being
faster and more economical, personal interviewing has fewer
administrative problems.
7. Mail surveys apparently produce more accurate responses, but only
among those who complete the survey.
8. 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.
9. The evidence shows that researchers can improve the response rate of
a mail survey by personalizing the mail and promising the
respondents’ anonymity.
10. One method of coping with nonresponse to mail surveys is to assume
that those who take longer to respond are much like nonrespondents
and to extrapolate from this group the projected answers of
nonrespondents.
11. The major advantage of using a mail panel is a high response rate.
12. 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.
13. Personal interviewing is characterized by the interaction of four
entities: the researcher, the interviewer, the interviewee, and the
research environment.
14. The door-to-door method is not a viable method to do long detailed
interviews.
15. Self-administered questionnaires are used in countries that have
low telephone ownership.
16. In purchase intercept technique, the researcher unobtrusively observes the customer make
a purchase in a particular product category; then the researcher intercepts the customer
for an interview as soon as the purchase has been made
17. The major disadvantage of the purchase intercept technique is that
it does not aid in buyer recall.
18. The advantage of the purchase intercept technique is that it samples
not only the purchasers but also those who influence the purchase
decision.
19. Each telephone number has an equal chance of being called in
systematic random digit dialing.
20. The cost per completed interview is higher in a telephone interview
as compared to a personal interview.
21. A mail panel is a representative sample of people who have agreed to
participate in a limited number of mail surveys each year.
22. Personal interviewing is a dominant mode of data collection outside
23. High illiteracy rates plague the effectiveness of mail surveys in
the international marketing research context.
24. In international industrial marketing research, use of telephone
surveys may be more effective as compared to the international
consumer research.
- Web-based surveys need continuous monitoring to determine
its direction, appropriate use and long term effectiveness
- An omnibus survey questionnaire is made up of sequences of questions that are provided
by different clients, on diverse topics.
27. Executive interviewing involves interviewing business people at their offices about
industrial products and services, and is very expensive
28. People changing their email addresses very often does not
create problems for well-defined samples.
- e-research surveys have lower response rate, statistical value
and validity.
- Personal interview is usually preferred when a large amount of information is required
- Screening questions are usually asked first to minimize fieldwork costs or to enhance
a study’s cost‐effectiveness.
- Telephone interviewing does not give rise to sample bias
- In international marketing research, telephone interviews are always advantageous
Multiple Choice
- Random digit dialing is designed to
- increase the response rate in telephone surveys
- reduce costs in telephone surveys
- increase the representativeness of the sample in the telephone interviews
- relate telephone sampling to street addresses rather than phone book numbers
- provide the best cost estimates from research suppliers
- Which of the following is true about computer scanner check-outs ?
- They record purchases by passing them over a laser scanner
- One of their advantages to the researcher is the ability to look
at data over short periods of time
- Consumers' purchase data can be instantly accessed
- i
- ii
- iii
- ii and iii
- I, ii and iii
- 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
a) audit
- non-profit study
- panel survey
- omnibus survey
- test market survey
4. Long and complicated questionnaires are generally best handled in
a. telephone interviews.
b. omnibus surveys.
c. personal interviews.
d. mail surveys.
e. all of these.
5. Types of interviewing from most to least common are
a. personal door-to-door, mail, and telephone.
b. mail, personal door-to-door, and telephone.
c. personal door-to-door, telephone, and mail.
d. telephone, mail, and personal door-to-door.
e. telephone, personal door-to-door, and mail.
6. Which of the following is true of telephone interviewing?
a. It is characterized by flexibility and is preferred when a large
amount of information is required.
b. It dominates the personal interview with respect to speed, absence
of administrative problems, and lower cost per completed interview.
c. It is regularly scheduled, with questions provided by a number of
clients.
d. It does not give the researcher adequate control over a number of
variables and may make it hard for the researcher to predict
response rates.
e. None of the above.
7. A researcher who must collect survey data as inexpensively as
possible will probably choose
a. telephone interview.
b. shopping center intercept interview.
c. mail survey.
d. personal door-to-door interview.
e. telephone call, followed by a personal survey.
8. All of the following have been found to influence the response rate
in mail surveys except
a. follow-up letters.
b. personalized mail.
c. persuasive cover letters.
d. providing stamped return envelopes.
e. monetary incentives.
9. A researcher who wants to survey a special sample of a small
subgroup of the population would be advised to use
a. mail panel.
b. telephone interview.
c. personal door-to-door interview.
d. shopping center intercept interview.
e. none of the above.
10. The method wherein the respondent is seated at a computer terminal
and enters the responses is
a. computer assisted telephone interviewing.
b. computer interactive interviewing.
c. computerized personal interview.
d. computer assisted personal interview.
e. none of the above.
11. The interviewer reads the question and enters the responses. The
computer skips ahead to the next appropriate question. This method
is
a. computer assisted telephone interviewing.
b. computer interactive interviewing.
c. computerized personal interview.
d. computer assisted personal interview.
e. none of the above.
12. Self-administered questionnaires are useful for
a. a captive audience.
b. a highly educated audience.
c. highly motivated individuals.
d. highly knowledgeable subjects.
e. none of the above.
13. Which of the following statements is correct?
a. The response rate of a mail panel is typically higher than that of a mail survey.
b. The response rate of a mail panel is typically lower than that of a mail survey.
c. The response rate of a mail panel is exactly the same as that of a mail survey.
d. The response rate of a mail panel is roughly the same as that of a mail survey.
e. None of the above
14. The most popular primary data collection method in marketing
research is
a. observation.
b. survey.
c. focus group.
d. experiment.
e. none of the above.
15. In door-to-door interviewing
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.
16. In executive interviewing
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 in the malls.
d. no interviewer is involved
e. none of the above.
17. In mall intercept surveys
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.
18. The disadvantage(s) of self-administered surveys is(are)
a. inadequate control over whether the addressee answered the survey, or not.
b. inadequate control over the extent of understanding of the questions by the respondents.
c. the respondent can choose to not answer the questions in the intended order.
d. inadequate control over the speed at which respondents mail back their responses
e. all of the above.
19. Purchase Intercept technique
a. dominates the personal interview with respect to speed, absence
of administrative problems, and lower cost per completed interview.
b. It does not give the researcher adequate control over a number of
variables and may make it hard for the researcher to predict
response rates.
c. is to schedule personal interview surveys with questions provided
by a number of clients.
d. combines both in-store observation and in-store interviewing
to asses shopping behavior.
e. none of the above.
20. Omnibus Surveys
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 predict
response rates.
- are scheduled personal interview surveys with questions provided
by a number of clients.
- combine both in-store observation and in-store interviewing to asses
shopping behavior.
- none of the above.
21. Validity of online surveys depends on
- Sample selection
- Survey design
- Response tendencies
- Technology challenges.
- All of the above
22. The choice of sampling units in e-research is in the form of
- E-mail addresses
- Electronic subscription groups
- Heavily visited web sites
- All of the above