1
Questions that require respondents to choose from a set of predetermined answers are
________ questions.
2
Which of the following is a disadvantage of the survey method of data collection?
3
Telephone interviews may be further classified as traditional telephone interviews or
________ (Figure 6.1 in the text).
4
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?
5
________ interviewing uses a computerized questionnaire administered to respondents over
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the telephone.
6
Which of the following statements is not correct about computer-assisted telephone
interviewing (CATI)?
7
Which of the following is not a personal interview method?
8
Which personal interviewing method utilizes help screens and courteous error messages?
9
Decisions related to the ________ portion of the mail interview package involve
sponsorship, personalization, and type of appeal (Table 6.1 in the text).
10
Decisions related to "monetary versus non-monetary" and "prepaid versus promised amount"
relate to which portion of the mail interview package?
11
Limitations of e-mail surveys include all of the following except ________.
12
dvantages of Web surveys over e-mail surveys include which of the following?
13
The extent to which the respondent can interact with the interviewer and survey
questionnaire refers to the ________.
14
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 ________
15
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?
16
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?
17
The use of physical stimuli is not limited in ________.
18
The ability of the survey mode to reach the units specified in the sample effectively and
efficiently refers to the ________.
19
Which of the following statements about sample control is true?
20
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.
21
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?
22
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.
23
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.
24
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?
25
Observational methods may be ________ or ________
26
________ involves observation techniques where the researcher clearly defines the behaviors
to be observed and the methods by which they will be measured.
27
_______ is observation that involves a researcher monitoring all relevant phenomenon,
without specifying the details in advance.
28
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.
29
Which statement is not true about natural observation?
30
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 ________.
31
Nielsen uses audimeters attached to television sets to continually record what channel the set
is tuned to. This is an example of ________.
32
________ includes observation as well as analysis.
33
In the department store patronage project, ________ may be used to analyze magazine
advertisements of the sponsoring and competing stores to compare their projected images.
34
________ is an approach in which data collection is based on physical traces, or evidence, of
past behavior
35
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 ________.
36
Which of the following marketing applications is not an example of trace analysis?
37
Which statement is false concerning the different observation methods?
38
Which of the following advantages is not a reason why data analysis bias is low for audits
and content analysis?
39
________ is a method of last resort.
40
Which of the following advantages is the greatest advantage of observation methods?
41
The most serious disadvantage of observation is ________.
42
Which of the following statements is true about ethnographic research?
43
________ involves trained observers posing as consumers and shopping at company or
competitor-owned stores to collect data about customer-employee interaction and other
marketing variables. (Choose the best answer.)
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