Chap06 - for testing what you have studied in chapter 6 PDF

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for testing what you have studied in chapter 6...

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Marketing Research: An Applied Orientation, 6e (Malhotra) Chapter 6 Descriptive Research Design: Survey and Observation 1) With the survey method of obtaining information respondents are asked a variety of questions regarding their behavior, intentions, attitudes, awareness, motivations, and demographic and lifestyle characteristics. Answer: TRUE Diff: 2 Page Ref: 179 LO : 1 2) In structured data collection, a formal questionnaire is prepared and the questions are asked in a prearranged order; thus the process is also direct. Direct means that the purpose of the project is not disclosed to the respondents. Answer: FALSE Diff: 2 Page Ref: 179 LO : 1 3) The most popular data-collection method is the structured direct survey. Answer: TRUE Diff: 2 Page Ref: 179 LO : 1 4) Survey questionnaires may be administered in four major modes: (1) telephone interview, (2) personal interviews, (3) mall interviews, and (4) electronic interviews (Figure 6.1 in the text). Answer: FALSE Diff: 2 Page Ref: 180 LO : 1 5) With computer automated telephone surveying, human intervention is needed to record the questions to be asked during the phone survey. Answer: TRUE Diff: 2 Page Ref: 181 LO : 1 6) In the traditional mail interview, questionnaires are mailed to random potential respondents. Answer: FALSE Diff: 3 Page Ref: 185 LO : 1 7) A mail panel consists of a large, nationally representative sample of businesses that have agreed to participate in periodic mail questionnaires and product tests. Answer: FALSE Diff: 2 Page Ref: 186 LO : 1

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8) Because of the mail panel members' commitment, the response rates can approach 80 percent. Answer: TRUE Diff: 3 Page Ref: 186 LO : 1 9) Mail panels can be used to obtain information from the same respondents repeatedly. Answer: TRUE Diff: 2 Page Ref: 186 LO : 1 10) Electronic surveys can be conducted by e-mail or administered on the Internet or the Web. Answer: TRUE Diff: 1 Page Ref: 186 LO : 1 11) To conduct an e-mail survey, the survey is written within the body of the e-mail message. Answer: TRUE Diff: 1 Page Ref: 186-187 LO : 1 12) Not all survey methods are appropriate in a given situation. Answer: TRUE Diff: 1 Page Ref: 189 AACSB: Reflective Thinking LO : 2 13) If the use of physical stimuli is necessary, such as the product, a product prototype, commercials, or promotional displays during the interview, in-home interviews are preferable to personal interviews conducted at central locations (mall intercept and CAPI). Answer: FALSE Diff: 2 Page Ref: 189-191 AACSB: Reflective Thinking LO : 2 14) Telephones offer access to geographically dispersed respondents and hard to reach areas. Answer: TRUE Diff: 1 Page Ref: 191 LO : 2 15) A sampling frame is a representation of the elements of the target population. It consists of a list or set of directions for identifying the target population. Answer: TRUE Diff: 2 Page Ref: 191 LO : 2

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16) The random digit dialing (rdd) technique is used to overcome the bias of business and recent numbers. Answer: FALSE Diff: 2 Page Ref: 191 LO : 2 17) Personal interviews conducted at central locations (mall intercept and CAPI) offer the least degree of environmental control. Answer: FALSE Diff: 2 Page Ref: 194 AACSB: Reflective Thinking LO : 2 18) Mail surveys, mail panels, e-mail, and Internet surveys require a large field force. Answer: FALSE Diff: 1 Page Ref: 194 AACSB: Reflective Thinking LO : 2 19) Less effort is required of the respondent in a personal interview than in a telephone or mail interview. Answer: TRUE Diff: 3 Page Ref: 195-196 AACSB: Reflective Thinking LO : 2 20) The potential for non-response bias increases as the response rate decreases. Answer: TRUE Diff: 2 Page Ref: 193 LO : 2 21) Computer assisted personal interviews tend to be the most expensive mode of data collection per completed response. Answer: FALSE Diff: 2 Page Ref: 195 LO : 2 22) The various data-collection modes are mutually exclusive. Answer: FALSE Diff: 1 Page Ref: 197 LO : 2 23) Unstructured observation is most appropriate for conclusive research. Answer: FALSE Diff: 3 Page Ref: 198 LO : 3

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24) In unstructured observation, potential for observer bias is high. For this reason, the observation findings should be treated as hypotheses to be tested rather than as conclusive findings. Answer: TRUE Diff: 3 Page Ref: 198 AACSB: Reflective Thinking LO : 3 25) An example of structured observation would be an auditor performing inventory analysis in a store. Answer: TRUE Diff: 2 Page Ref: 198 LO : 3 26) Observing children playing with new toys is an example of unstructured observation. Answer: TRUE Diff: 2 Page Ref: 198 LO : 3 27) A primary method of observation using the Internet is to count the number of times a Web page is visited. Answer: TRUE Diff: 1 Page Ref: 199-201 LO : 3 28) Voice pitch analysis measures emotional reactions through changes in the respondent's voice and is a type of mechanical observation. Answer: TRUE Diff: 2 Page Ref: 199-201 LO : 3 29) Response latency is used as a measure of the relative preference for various alternatives. Answer: TRUE Diff: 3 Page Ref: 199-201 LO : 3 30) Generally, the pantry audit is conducted in conjunction with one of the survey methods. Answer: TRUE Diff: 3 Page Ref: 201 LO : 3 31) The pantry audit is a type of audit where the researcher inventories the brands, quantities, and package sizes of products in a consumer's home. Answer: TRUE Diff: 2 Page Ref: 201 LO : 3

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32) Content analysis could be profitably employed in the analysis of structured questions. Answer: FALSE Diff: 2 Page Ref: 201-202 LO : 3 33) It is best to view observation as a complement to survey methods, rather than as being in competition with them. Answer: TRUE Diff: 1 Page Ref: 205 AACSB: Reflective Thinking LO : 3 34) Questions that require respondents to choose from a set of predetermined answers are ________ questions. A) dual response B) fixed alternative C) open-ended D) none of the above Answer: B Diff: 2 Page Ref: 179 LO : 1 35) Which of the following is a disadvantage of the survey method of data collection? A) The questionnaire is simple to administer. B) The data obtained are reliable because the responses are limited to the alternatives stated. C) Wording questions properly is not easy. D) Coding, analysis, and interpretation of data are relatively simple. Answer: C Diff: 1 Page Ref: 179 LO : 1 36) Telephone interviews may be further classified as traditional telephone interviews or ________ (Figure 6.1 in the text). A) in-home B) computer-assisted telephone interviews (CATI) C) both A and B are correct D) none of the above Answer: B Diff: 2 Page Ref: 180 LO : 1

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37) Which telephone interview method involves phoning a sample of respondents and asking them a series of questions with the interviewer using a paper questionnaire to record the responses with a pencil? A) traditional telephone B) in-home C) computer-assisted telephone interviewing (CATI) D) Internet Answer: A Diff: 2 Page Ref: 180 LO : 1 38) ________ interviewing uses a computerized questionnaire administered to respondents over the telephone. A) Traditional telephone B) In-home C) Computer-assisted telephone interviews (CATI) D) Internet Answer: C Diff: 1 Page Ref: 180 LO : 1 39) Which of the following statements is not correct about computer-assisted telephone interviewing (CATI)? A) The computer checks the responses for appropriateness and consistency. B) Interviewing time is reduced, data quality is enhanced, and the laborious steps in the datacollection process, coding questionnaires and entering the data into the computer, are eliminated. C) Multiple questions appear on the screen at one time. D) Interim and update reports on data collection or results can be provided almost instantaneously. Answer: C Diff: 2 Page Ref: 180-181 AACSB: Reflective Thinking LO : 1 40) Which of the following is not a personal interview method? A) in-home B) mall intercept C) computer-assisted personal interview (CAPI) D) e-mail Answer: D Diff: 2 Page Ref: 182 LO : 1

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41) Which personal interviewing method utilizes help screens and courteous error messages? A) in-home B) mall intercept C) computer-assisted personal interview (CAPI) D) e-mail Answer: C Diff: 2 Page Ref: 184 LO : 1 42) Decisions related to the ________ portion of the mail interview package involve sponsorship, personalization, and type of appeal (Table 6.1 in the text). A) outgoing envelope B) cover letter C) questionnaire D) incentive Answer: B Diff: 2 Page Ref: 185 LO : 1 43) Decisions related to "monetary versus non-monetary" and "prepaid versus promised amount" relate to which portion of the mail interview package? A) outgoing envelope B) cover letter C) questionnaire D) incentive Answer: D Diff: 2 Page Ref: 185 LO : 1 44) Limitations of e-mail surveys include all of the following except ________. A) Questionnaires cannot utilize programmed skip patterns, logic checks, or randomization B) Skipping instructions (e.g., "If the answer to question 5 is yes, go to question 9") must appear explicitly, just as on paper C) There is inherent self-selection bias D) Some e-mail software products limit the length of the body of an e-mail message Answer: C Diff: 3 Page Ref: 186-187 AACSB: Reflective Thinking LO : 1

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45) Advantages of Web surveys over e-mail surveys include which of the following? A) Graphs, images, animations, and links to other Web pages may be integrated into or around the survey. B) It is possible to validate responses as they are entered. C) Skip patterns can be programmed and performed automatically. D) All of the above are correct. Answer: D Diff: 2 Page Ref: 187 AACSB: Reflective Thinking LO : 1 46) The extent to which the respondent can interact with the interviewer and survey questionnaire refers to the ________. A) flexibility of data collection B) sample control C) response rate D) control of data collection environment Answer: A Diff: 2 Page Ref: 189 LO : 2 47) The degree of interaction the respondent has with the interviewer and the questionnaire, as well as the ability to actually see the questions, refers to the ________. A) respondent control B) sample control C) diversity of questions that can be asked in a survey D) control of data collection environment Answer: C Diff: 3 Page Ref: 194 LO : 2 48) Table 6.2 in the text provides a comparative evaluation of survey methods. Which two methods were shown as high on the flexibility of data collection criteria? A) in-home interviews; computer assisted telephone interviews (CATI) B) in-home interviews; mall intercept interviews C) Internet; mall intercept interviews D) computer assisted telephone interviews (CATI); mall intercept interviews Answer: B Diff: 2 Page Ref: 190 AACSB: Reflective Thinking LO : 2

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49) Table 6.2 in the text provides a comparative evaluation of survey methods. Mall intercept surveys allow for diversity of questions. Which two additional methods are also shown as high on the diversity of question criteria? A) in-home interviews; computer assisted personal interviews (CAPI) B) in-home interviews; computer assisted telephone interviews (CATI) C) Internet; computer assisted telephone interviews (CATI) D) computer assisted telephone interviews (CATI); mall-intercept interviews Answer: A Diff: 3 Page Ref: 190 AACSB: Reflective Thinking LO : 2 50) The use of physical stimuli is not limited in ________. A) traditional telephone interviews B) CATI C) e-mail surveys D) mall-intercept interviews Answer: D Diff: 1 Page Ref: 190 LO : 2 51) The ability of the survey mode to reach the units specified in the sample effectively and efficiently refers to the ________. A) flexibility of data collection B) sample control C) diversity of questions that can be asked in a survey D) control of data collection environment Answer: B Diff: 1 Page Ref: 191 LO : 2 52) Which of the following statements about sample control is true? A) Mailing lists for mail surveys are sometimes unavailable, outdated, or incomplete. B) It is possible to identify specific user groups within a mail panel and to direct the survey to households with specific characteristics. C) It can be difficult to prevent respondents from completing an Internet survey multiple times. D) All of the above statements are true. Answer: D Diff: 3 Page Ref: 191 AACSB: Reflective Thinking LO : 2

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53) According to Table 6.2 in the text, the comparative evaluation of survey methods, interviewers and supervisors involved in data collection refers to the ________ criteria. A) response rate B) control of field force C) social desirability/sensitive information D) perceived anonymity Answer: B Diff: 2 Page Ref: 194 LO : 2 54) Table 6.2 in the text provides a comparative evaluation of survey methods. Which two methods are shown as low on the quantity of data criteria? A) traditional telephone interviews; computer assisted telephone interviews (CATI) B) in-home interviews; mall intercept interviews C) Internet; mall intercept interviews D) computer assisted telephone interviews (CATI); mall intercept interviews Answer: A Diff: 2 Page Ref: 190 AACSB: Reflective Thinking LO : 2 55) According to Table 6.2 in the text, the comparative evaluation of survey methods, the percentage of the total attempted interviews that are completed refers to the ________ criteria. A) response rate B) control of field force C) social desirability/sensitive information D) perceived anonymity Answer: A Diff: 1 Page Ref: 193 LO : 2 56) According to Table 6.2 in the text, the comparative evaluation of survey methods, the tendency of the respondents to give answers that are socially acceptable whether or not they are true refers to the ________ criteria. A) response rate B) control of field force C) social desirability/sensitive information D) perceived anonymity Answer: C Diff: 1 Page Ref: 195 LO : 2

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57) The Internet is the fastest method of obtaining data from a large number of respondents. There are many reasons for this speed. Which of the following is not one of those reasons? A) the speed with which the questionnaire can be created B) the speed with which the incentive is sent C) the speed with which the questionnaire is distributed to respondents D) the speed with which the data are returned Answer: B Diff: 1 Page Ref: 194-195 AACSB: Reflective Thinking LO : 2 58) Observational methods may be ________ or ________. A) structured; unstructured B) direct; indirect C) conducted in a natural environment; conducted in a contrived environment D) all of the above Answer: D Diff: 2 Page Ref: 198 LO : 3 59) ________ involves observation techniques where the researcher clearly defines the behaviors to be observed and the methods by which they will be measured. A) Natural observation B) Contrived observation C) Structured observation D) Unstructured observation Answer: C Diff: 2 Page Ref: 198 LO : 3 60) ________ is observation that involves a researcher monitoring all relevant phenomenon, without specifying the details in advance. A) Natural observation B) Contrived observation C) Structured observation D) Unstructured observation Answer: D Diff: 2 Page Ref: 198 LO : 3

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61) When Canon Cameras was losing market share in the United States to Minolta, Canon decided that its distributor, Bell & Howell, was not giving adequate support. Canon sent Tatehiro Tsuruta to the United States to look into the problem. On entering a camera store, he would act just like a customer. He would note how the cameras were displayed and how the clerks served customers. Canon utilized ________, ________ observation in a ________ setting. A) unstructured; disguised; contrived B) unstructured; disguised; natural C) structured; undisguised; natural D) structured; undisguised; contrived Answer: B Diff: 3 Page Ref: 198 AACSB: Analytic Skills LO : 3 62) Which statement is not true about natural observation? A) The observed phenomenon will more accurately reflect the true phenomenon. B) A disadvantage of natural observation is the cost of waiting for the phenomenon to occur. C) A test kitchen set up in a shopping mall would be used in a natural observation. D) A disadvantage is the difficulty of measuring the phenomenon in a natural setting. Answer: C Diff: 2 Page Ref: 198 AACSB: Reflective Thinking LO : 3 63) In the department store project, license plate observations could be used to establish the primary trading area of a shopping mall. Observers record the license plate numbers of the automobiles in a parking lot. This is an example of ________. A) mechanical observation B) personal observation C) content analysis D) trace analysis Answer: B Diff: 2 Page Ref: 199 AACSB: Analytic Skills LO : 3 64) Nielsen uses audimeters attached to television sets to continually record what channel the set is tuned to. This is an example of ________. A) mechanical observation B) personal observation C) content analysis D) trace analysis Answer: A Diff: 1 Page Ref: 199-200 LO : 3

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65) ________ includes observation as well as analysis. A) Trace analysis B) Mechanical observation C) Personal observation D) Content analysis Answer: D Diff: 3 Page Ref: 201-202 LO : 3 66) In the department store patronage project, ________ may be used to analyze magazine advertisements of the sponsoring and competing stores to compare their projected images. A) mechanical observation B) personal observation C) content analysis D) trace analysis Answer: C Diff: 1 Page Ref: 201-202 AACSB: Analytic Skills LO : 3 67) ________ is an approach in which data collection is based on physical traces, or evidence, of past behavior. A) Mechanical observation B) Personal observation C) Content analysis D) Trace analysis Answer: D Diff: 1 Page Ref: 203 LO : 3 68) In the context of the department store patronage project, analyzing store charge card slips to examine customer store credit usage behaviors is an example of ________. A) mechanical observation B) personal observation C) content analysis D) trace analysis Answer: D Diff: 2 Page Ref: 203 AACSB: Analytic Skills LO : 3

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69) Which of the following marketing applications is not an example of trace analysis? A) A sample of 100 magazines were examined to determine how the portrayal of women in U.S. magazine advertisements has changed over the past 10 years. B) The selective erosion of tiles in a museum indexed by the replacement rate was used to determine the relative popularity of exhibits. C) The age and condition of cars in a parking lot were used to assess the affluence of customers. D) The magazines people donated to charity were used to determine people's favorite magazines. Answer: A Diff: 2 Page Ref: 203 AACSB: Analytic Skills LO : 3 70) Which statement is false concerning the different observation methods? A) Mechanical observation can vary widely from low to high structure depending upon on the methods used. B) The degree of disguise is low in the case of audits, as it is difficult to conceal the identity of auditors. C) Observation bias is high in the case of mechanical observation because a human observer is involved. D) The ability to observe in a natural setting is low in trace analysis because the observation takes place after the behavior has occurred. Answer: C Diff: 3 Page Ref: 204 AACSB: Reflective Thinking LO ...