Question 1

Which method of obtaining a response is best for questions that may need explaining or when respondents need to explain their answers?

Accepted Answer

A)   Inbound surveys
B)   Mail surveys
C)   Personal interviews
D)   Online surveys
E)   All of the above statements are true.F) A) and B)
G) A) and C)

Question 2

When considering methods for collecting communications______________data, the______________itself will often suggest one approach over the others.

Accepted Answer

The answer of When considering methods for collecting communications______________data, the______________itself...

Question 3

A day before elections, a local political candidate for mayor made a speech stressing several important points. To find out whether these points impacted the candidate's popularity, he needed to obtain questionnaire data from registered hometown voters. He would be advised to employ

Accepted Answer

A)   focus group interviews.
B)   telephone interviews.
C)   personal interview surveys.
D)   a mail survey.
E)   the use of a passive people meter.F) A) and B)
G) None of the above B

Question 4

The responses, as well as the questions, are standardized in a(n)

Accepted Answer

A)   unstructured-disguised questionnaire.
B)   unstructured-undisguised questionnaire.
C)   structured-undisguised questionnaire.
D)   depth interview.
E)   focus group.F) A) and C)
G) A) and D)

Question 5

Which of the following is FALSE?

Accepted Answer

A)   Mailing lists to serve as the sampling frame for a mail survey may be generated internally by the firm or purchased externally.
B)   In recent years, one of the keys to using a mail questionnaire is the ability to direct the questionnaire to a specific individual, not just a position (e.g., Vice President of Marketing) .
C)   The quality of the mailing list determines the sampling control in a mail study.
D)   Mail questionnaires typically provide more sample control than telephone or personal interviews.
E)   All of the above are true.F) B) and E)
G) C) and D)

Question 6

Disguise creates a more artificial environment in which to collect data from individuals

Accepted Answer

A) True 
 B)False

Question 7

Which of the following methods provides descriptive primary data the fastest?

Accepted Answer

A)   Personal interview
B)   Online survey
C)   Mail questionnaire
D)   Inbound survey
E)   Telephone surveyF) C) and E)
G) C) and D)

Question 8

A(n)______________question allows respondents to freely reply using their own words without limitations to a fixed set of possible answers.

Accepted Answer

The answer of A(n)______________question allows respondents to freely reply using...

Question 9

The use of high structure greatly simplifies data coding and analysis.

Accepted Answer

A) True 
 B)False  True

Question 10

A television network sponsors a survey that contains the question, "How often do you watch television?" This question is an example of a

Accepted Answer

A)   low-structured question.
B)   disguised question.
C)   high-structured question.
D)   close-ended question.
E)   fixed-alternative response question.F) A) and B)
G) B) and D) A

Question 11

Phone book sampling frames are inadequate because of

Accepted Answer

A)   plus-one sampling.
B)   people who have recently moved or have unlisted numbers.
C)   random-digit dialing.
D)   interviewer bias.
E)   small sample size.F) C) and D)
G) A) and B)

Question 12

The main advantage of the use of structured-disguised questionnaires in marketing research is

Accepted Answer

A)   measures of knowledge always reflect attitudes.
B)   ease of administration.
C)   they are easy to construct relative to structured-undisguised questionnaires.
D)   they are highly reliable.
E)   the data obtained is easy to analyze.F) A) and E)
G) A) and B)

Question 13

Structure refers to how much variation is used with the data collection instrument.

Accepted Answer

A) True 
 B)False

Question 14

Mail surveys provide little control in verifying that a response actually came from the intended recipient.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following questionnaire administration methods is the LEAST expensive?

Accepted Answer

A)   Personal interviews
B)   Email/Web-based surveys
C)   Mail surveys
D)   Depth interview
E)   Telephone surveysF) A) and C)
G) A) and E)

Question 16

Which of the following is FALSE?

Accepted Answer

A)   Telephone interviews typically allow a study to be completed more quickly than personal interviews.
B)   Personal interviews and telephone interviews can produce interviewer bias.
C)   Sequence bias is a more acute problem with personal and telephone interviews than with mail questionnaires.
D)   The problems of interviewer bias in a telephone survey are more easily solved than in a personal interview.
E)   All of the above are true.F) B) and D)
G) A) and D)

Question 17

Studies that rely on phone books

Accepted Answer

A)   Under represent households that move from one geographic area to another.
B)   Often end up with an inadequate sampling frame.
C)   Might encounter a non-coverage area.
D)   Do not include wireless numbers.
E)   All of the above are true.F) A) and B)
G) C) and D)

Question 18

Long questionnaires can usually be handled best by

Accepted Answer

A)   telephone interview.
B)   mail questionnaire.
C)   personal interview.
D)   a focus group interview.
E)   a depth interview.F) A) and B)
G) A) and C)

Question 19

Depth interviews are best classified as an example of the______________method of communication.

Accepted Answer

A)   structured-undisguised
B)   unstructured-undisguised
C)   unstructured-disguised
D)   structured-disguised
E)   structured-open endedF) B) and E)
G) A) and B)

Question 20

Fixed-alternative questions would be inappropriate for securing information about respondents'

Accepted Answer

A)   apartment rental payments.
B)   motivations in husband-wife interactions over purchase decisions.
C)   age.
D)   awareness of current events.
E)   income level.F) All of the above
G) None of the above

Exam 11: Collecting Data by Communication

Which method of obtaining a response is best for questions that may need explaining or when respondents need to explain their answers?

Correct AnswerverifiedShow Answer

When considering methods for collecting communications______________data, the______________itself will often suggest one approach over the others.

Correct AnswerverifiedShow Answer

A day before elections, a local political candidate for mayor made a speech stressing several important points. To find out whether these points impacted the candidate's popularity, he needed to obtain questionnaire data from registered hometown voters. He would be advised to employ

Correct AnswerverifiedB

The responses, as well as the questions, are standardized in a(n)

Correct AnswerverifiedShow Answer

Which of the following is FALSE?

Correct AnswerverifiedShow Answer

Disguise creates a more artificial environment in which to collect data from individuals

Correct AnswerverifiedShow Answer

Which of the following methods provides descriptive primary data the fastest?

Correct AnswerverifiedShow Answer

A(n)______________question allows respondents to freely reply using their own words without limitations to a fixed set of possible answers.

Correct AnswerverifiedShow Answer

The use of high structure greatly simplifies data coding and analysis.

Correct AnswerverifiedTrue

A television network sponsors a survey that contains the question, "How often do you watch television?" This question is an example of a

Correct AnswerverifiedA

Phone book sampling frames are inadequate because of

Correct AnswerverifiedShow Answer

The main advantage of the use of structured-disguised questionnaires in marketing research is

Correct AnswerverifiedShow Answer

Structure refers to how much variation is used with the data collection instrument.

Correct AnswerverifiedShow Answer

Mail surveys provide little control in verifying that a response actually came from the intended recipient.

Correct AnswerverifiedShow Answer

Which of the following questionnaire administration methods is the LEAST expensive?

Correct AnswerverifiedShow Answer

Which of the following is FALSE?

Correct AnswerverifiedShow Answer

Studies that rely on phone books

Correct AnswerverifiedShow Answer

Long questionnaires can usually be handled best by

Correct AnswerverifiedShow Answer

Depth interviews are best classified as an example of the______________method of communication.

Correct AnswerverifiedShow Answer

Fixed-alternative questions would be inappropriate for securing information about respondents'

Correct AnswerverifiedShow Answer

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True

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