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Which of the following is an advantage to the use of survey methods?


A) standardization
B) high response rates
C) nonsuitability to tabulation and statistical analysis
D) unique answers for each respondent
E) very low cost

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Online surveys are making profound changes in the marketing research landscape.

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Mixed-mode surveys are also referred to as hybrid surveys.

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Drop-off surveys are especially appropriate for local market research undertakings in which travel is necessary, but limited.

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When given a data collection budget, a researcher's choice of the data collection method is:


A) enhanced
B) limited to those methods falling within the budget
C) not to be influenced by an arbitrarily determined budget
D) flexible
E) negotiable

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Which is true regarding a disadvantage of self-administered surveys?


A) Because interviewers are not present, evaluation of the interview is impossible.
B) The primary burden of respondent understanding is placed upon the questionnaire.
C) The primary burden of respondent understanding is placed upon the field editor.
D) Respondents feel anxious because they control the administration process.
E) Respondents interpret the questions themselves so the questionnaire can be somewhat vague.

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Self-administered surveys eliminate interviewer-evaluation apprehension.

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Typically, mail surveys attain response rates of:


A) about 50 percent
B) more than 80 percent
C) between 30 and 40 percent
D) less than 20 percent
E) around 75 percent

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What is a technique that is NOT a variation of person-administered surveys?


A) in-home interview
B) mall-intercept interview
C) drop-off survey
D) telephone interview
E) in-office interview

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Mail surveys suffer from low response rates.

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Real-time capture of data is available only through the use of in-home interviewing, provided the researcher has a modem and may transmit the survey results to a computer shortly after the interview.

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One of the advantages of the person-administered survey is that the interviewer is able to respond to questions asked by respondents.

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A disadvantage of in-office interviews is that interviewers must be at a certain place at an exact time.

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Because shopping malls usually draw customers from a large area, they excel in terms of providing representative samples.

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Karl Pittman commissioned a research project from the research firm of ADVICE, INC. The results of the project will be presented in a court case and Karl wonders if the opposing lawyers in the trial will question whether or not the telephone calls, used to collect the data, were actually made. Sue Miller, project director at ADVICE, INC., had thought ahead and verified that the interviews were actually conducted. She used the standard industry method for verification. Which of the following did she use?


A) use an interviewer only one time
B) call back a sample of the interviewer's respondents to verify that they were interviewed
C) have all interviewers take polygraph tests on a regular basis
D) pay interviewers to watch their peers
E) put video cameras in all work stations

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One disadvantage of mall-intercept interviewing is:


A) mall-intercepts, because they require the cooperation of all stores in a mall, are difficult to implement
B) have high turnover rates
C) mall shoppers may not be representative of the target market population
D) interviewers in mall-intercept studies are often distracted by mall activities
E) high assault rates of interviewers

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Which of the following is NOT a method for collecting survey data?


A) person-administered surveys
B) computer-administered surveys
C) self-administered surveys
D) mixed-mode surveys
E) multiple modal surveys

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An advantage of in-office interviews is that they have low costs.

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Which of the following is NOT part of the definition of surveys?


A) interviews
B) large number
C) predesigned questionnaires
D) respondents
E) telephone

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Some of the major advantages of using online surveys are:


A) easy-to-use SPAMBOTS to collect e-mail addresses. This lowers the cost and increases speed
B) real time access to data and availability of many respondents by sending out randomly selected e-mails
C) low cost, speed, and sample representativeness
D) low cost, speed, and real-time access to data
E) a high-tech image for the firm

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