153) Each survey method, from focus groups to personal interviews, results in valuable
________, which are facts and figures obtained by asking people about their attitudes,
awareness, intentions, and behaviors.
A) hypothetical data
B) generative data
C) evaluative data
D) questionnaire data
E) experiential data
154) All of the following are idea generation methods for collecting questionnaire data except
which?
A) a mail survey
B) trend hunting
C) a focus group
D) a depth interview
E) an individual interview
155) Individual interviews involve
A) several people asking the same person the same questions over a period of time to check for
answer reliability.
B) asking respondents in a shopping mall to fill out a brief survey.
C) a single researcher asking questions of one respondent.
D) having the interviewee talk about specific aspects of a product or service using a video
camera in his/her natural use environment.
E) a panel of respondents participating in a guided discussion led by an experienced moderator.
156) A common way of collecting questionnaire data to generate ideas that involves a single
researcher asking questions of one respondent is referred to as a(n)
A) panel.
B) focus consultation.
C) individual interview.
D) face-to-face exchange.
E) interactional interview.
157) When it is desirable for the interviewer to be flexible in asking probing follow-up questions,
data would be best collected using
A) mail surveys.
B) mechanical observations.
C) fax surveys.
D) individual interviews.
E) online surveys.
158) Marine Midland Bank sent market researchers door-to-door in the neighborhoods
surrounding its branch banks. Each researcher wanted to spend 15 minutes talking with a head of
the household about his or her savings accounts to discuss why he or she did not also have
checking accounts and credit cards with the bank. Marine Midland researchers were using
________ to collect these data.
A) secondary interviews
B) individual interviews
C) intercept interviews
D) observational data collection
E) ethnographic research
159) A special kind of individual interview in which researchers ask lengthy, free-flowing kinds
of questions to probe for underlying ideas and feelings is called a
A) focus group.
B) discovery interview.
C) probing interview.
D) guided interview.
E) depth interview.
160) A marketing research approach that uses a discussion leader to interview 6 to 10 past,
present, or prospective customers simultaneously is referred to as
A) a depth interview.
B) data mining.
C) a research team.
D) a focused interview.
E) a focus group.
161) ________ is often conducted with observers behind a one-way mirror watching a discussion
among people about topics of interest to marketers.
A) An individual interview
B) Questionnaire data collection
C) Social networking
D) An information panel
E) A focus group
162) The Minnesota Twins, a professional baseball team, wanted to develop creative ways to
boost sagging attendance at ball games. The Twins hired a moderator who, after every home
game during the month of July, led informal discussions with groups of 8 to 10 fans to find out
what they did and did not like about the baseball team and their experience at the stadium.
Discussions were videotaped for later review. These research sessions are called
A) experiments.
B) secondary data.
C) focus groups.
D) panels.
E) depth interviews.
163) DirectProtect is an insurance provider that uses telemarketers rather than insurance agents
to sell its insurance and deal with claims. It wants to introduce its product into new markets, but
needs a prediction of how successful its sales efforts will be. Researchers invited four groups of
eight insured people to talk about home and auto insurance. Their conversations were recorded
and later analyzed to determine if there were any differences between customers from different
markets. One of these discussions is an example of a(n)
A) experiment.
B) focus group.
C) panel.
D) evaluative interview.
E) depth interview.
164) A publishing company sponsors a discussion session with seven college instructors who use
165) The practice of identifying “emerging shifts in social behavior,” which are driven by
changes in pop culture that can lead to new products, is called ________ hunting.
A) trend
B) fad
C) fashion
D) cult
E) affinity
166) In ________, the marketing researcher tries to test ideas discovered earlier to help the
marketing manager recommend marketing actions.
A) idea generation
B) new-product concept testing
C) data mining
D) data analysis
E) idea evaluation
167) All of the following are idea evaluation methods except which?
A) a mail survey
B) an online survey
C) a focus group
D) a telephone survey
E) an e-mail survey
168) ________ surveys are the best choice if a marketing researcher wants flexibility in asking
probing questions or getting reactions to visual materials.
A) Personal interview
B) Mail
C) Telephone
D) Fax
E) Online
169) ________ surveys are usually biased because those most likely to respond are those who
have had especially positive or negative experiences with the product or brand.
A) Personal interview
B) Online
C) Telephone
D) Fax
E) Mail
170) Marketers are increasingly using online surveys to collect primary data. One advantage is
that
A) response rates are higher because consumers are anonymous.
B) the quality of responses is better with online surveys than they are with personal interview
surveys.
C) turnaround time from data collection to report is much quicker than with other methods.
D) consumers value e-mail surveys and feel highly regarded when receiving them.
E) consumers want to be helpful so they complete the survey multiple times.
171) The ________ method has two advantages over other traditional methods of data collection.
The cost is relatively minimal and the turnaround time for data collection to report presentation
is much quicker:
A) personal interview
B) telephone interview
C) mail survey
D) online survey
E) fax survey
172) Which of the following is not a disadvantage of online surveys?
A) E-mail surveys may be viewed as junk.
B) The cost to set up and administer them is high.
C) Some potential respondents have a pop-up blocker that prohibits a browser from opening a
separate window that contains the survey.
D) Without the necessary technology, respondents can complete the survey multiple times,
creating a significant bias in the results.
E) Some potential respondents may employ spam blockers.
173) A(n) ________ question allows respondents to express opinions, ideas, or behaviors in their
own words without being forced to choose among alternatives that have been predetermined by a
marketing researcher.
A) dichotomous
B) open-ended
C) closed-end
D) fixed-alternative
E) semantic differential
174) “Why do you smoke cigarettes?” is an example of which type of question?
A) Likert scale
B) fixed alternative
C) dichotomous
D) open-ended
E) semantic differential
175) “What do you like most about Target?” followed by several lines for a response is an
example of which type of marketing research question?
A) Likert scale
B) fixed alternative
C) dichotomous
D) open-ended
E) semantic differential
176) Before opening six Torrid plus-size-only retail stores that cater to women age 15 to 30, a
great deal of information was gathered from a sample of women to determine what types of
items should be carried, the image of the store, its advertising, etc. Which of the following is an
example of an open-ended question that might have been asked in the survey?
A) “Do you wear a dress larger than size 12?”
B) “How old are you?”
C) “Would you shop at a store that only sold plus-size clothing?”
D) “Why do you wear that particular fashion style?”
E) “Do you think the stores should use bright- or subtle-colored fixtures?”
177) Consider Figure 8-4, Question 1 above, which was part of a Wendy’s survey that assessed
fast-food restaurant preferences among present and prospective consumers. Question 1 illustrates
which type of question format?
A) dichotomous
B) open-ended
C) closed-end
D) attitudinal
E) semantic differential
178) A(n) ________ question requires respondents to select one or more response options from a
set of predetermined choices.
A) depth interview
B) open-ended
C) fixed-alternative
D) attitudinal
E) semantic differential
179) A fixed alternative question requires respondents to select one or more response options
from the set of predetermined choices. Another name for this kind of question is a(n)
A) dichotomous question.
B) open-ended question.
C) attitudinal question.
D) closed-end question.
E) semantic differential question.
180) Before opening six Torrid plus-size-only retail stores that cater to women age 15 to 30, a
great deal of information was gathered from a sample of women to determine what types of
items should be carried, the image of the store, its advertising, etc. Which of the following is an
example of a closed-end question that might have been asked?
A) Why would you want to shop at a store that carries plus-size clothing?
B) In what ways might you be uncomfortable shopping at a plus-size-only retailer?
C) Would you be interested in buying the Torrid merchandise on the Internet? ___ Yes ___ No
D) What type of person would shop at Torrid?
E) What is your age? Please write the number in the space: __________
181) A(n) ________ question is the simplest form of a fixed alternative question that allows only
a “yes” or “no” response.
A) dichotomous
B) open-ended
C) closed-end
D) attitudinal
E) semantic differential
182) “Have you been to a dentist within the past twelve months? ___ Yes ___ No” is an example
of which type of question?
A) Likert scale
B) semantic differential
C) dichotomous
D) open-ended
E) evaluative
183) Consider Figure 8-4, Question 2 above, which was part of a Wendy’s survey that assessed
fast-food restaurant preferences among present and prospective consumers. Question 2 illustrates
which type of question format?
A) dichotomous
B) open-ended
C) Likert scale
D) attitudinal
E) semantic differential
184) A survey asked consumers of dental products the following question “Have you used
toothpaste in the past week? ___ Yes ___ No.” The results of this question show that 92.6
percent of the people in New York City have used toothpaste in the past week and 87.2 percent
of people in Los Angeles have used toothpaste during the same period. This information was
gathered by using which type of question?
A) open-ended
B) dichotomous
C) holistic
D) evaluative
E) Likert scale
185) Another name for a closed-end question is a ________ question.
A) Likert scale
B) dichotomous
C) leading
D) semantic differential
E) fixed-alternative
186) The type of question you are answering right now is an example of a(n) ________ question.
A) Likert scale
B) dichotomous
C) open-ended
D) fixed alternative
E) semantic differential
187) Consider Figure 8-4, Question 3 above, which was part of a Wendy’s survey that assessed
fast-food restaurant preferences among present and prospective consumers. Question 3 illustrates
which type of question format?
A) dichotomous
B) open-ended
C) closed-end
D) attitudinal
E) semantic differential
188) Likert and semantic differential are two forms of fixed alternative questions that have three
or more choices and use a(n)
A) frequency distribution.
B) scale.
C) measure of success.
D) open-ended question.
E) constraint.
189) A(n) ________ scale is a five-point scale in which the opposite ends have one- or two-word
adjectives that have opposite meanings.
A) dichotomous
B) open-ended
C) Likert
D) attitudinal
E) semantic differential