Chapter 8
Data Collection: Primary Data
a. can be called states of being.
b. represent attributes of people.
c. are all easily verifiable.
d. a and b.
e. all of the above.
a. may be treated interchangeably.
b. are both verbal expressions of internal feelings.
c. are not related in any way to behavior.
d. all of the above.
e. a and b above.
a. Since secondary data will rarely provide a complete answer to a research
question, it is always a good idea to collect at least some primary data.
b. Attitudes and opinions held by consumers are more often used to delineate market
segments than are demographic or socioeconomic characteristics.
c. A rather attractive feature of demographic and socioeconomic data is that all of
the common variables of interest to researchers are easily verifiable as to their
accuracy.
d. Personality is a good predictor of consumption behavior.
e. They are all false.
a. unaided recall
b. aided recall
c. recognition
d. a and b
e. all of the above
a. marital status
b. a feeling towards a brand
c. income
d. social class
e. all of the above are demographic or socioeconomic characteristics
most difficult to verify?
a. sex
b. age
c. income
d. education level
e. race
knowledge, they are
a. referring to two completely unrelated processes.
b. focusing on the individual’s knowledge—there is a sort of awareness-knowledge
interchangeability, at least as measured.
c. focusing on the individual’s awareness which is in no way related to his
knowledge.
d. concerned with the resultant change in the individual’s feelings and/or motivations
in relation to the advertisement as a result of the knowledge of the product.
e. doing none of the above.
a. the product itself.
b. where the product is available.
c. what the product is used for.
d. the price of the product.
e. all of the above.
a. AIO research attempts to identify groups of consumers who are likely to behave
similarly toward a product and have similar life-style profiles.
b. A problem marketers have with using psychographics is that the categories of
users vary across individual products.
c. The purpose of value and life-style research is to create a standard psychographic
framework that can be used for a variety of products.
d. Attitude is one of the more important notions in marketing since it is generally felt
that attitudes are related to behavior.
e. When marketers speak of product awareness and product knowledge they are
considering two different constructs.
a. insists that motives are different from drives.
b. suggests that motives involve the determination of how people behave.
c. suggests that motives may refer to a need, drive or an urge, but not to a wish,
desire, impulse, or any other feeling.
d. suggests that motives involve the determination of why in human behavior.
e. states that motives are inner states that may energize but do not direct or move
behavior toward goals.
the researcher?
a. how much
b. where
c. in what situation
d. who
e. they all should be measured to understand behavior.
a. Marketers have an interest in consumer motives because it is believed that
motives are stable and thus offer a strong basis for predicting future behavior.
b. A motive might be considered an inner state that produces goal-oriented behavior.
c. For marketing purposes, motives and attitudes are essentially the same thing.
d. Marketers believe that an understanding of the motives behind a behavior might
allow them to better influence future behavior.
e. All of the above statements are true of motives.
checklist”?
a. A housewife purchases product X once a week.
b. Product X is usually bought in supermarkets two units at a time.
c. Product X is packaged in such a way as to allow for ease of handling and
disposal.
d. Both a and b above.
e. Both b and c above.
a. are a very good indicator of an individual’s future behavior.
b. may be better predictors of future behavior for large dollar expenditures.
c. are a relatively good predictor of a family’s purchase behavior.
d. are studied often in marketing because they are very similar to attitudes.
e. are better predictors of future behavior for small dollar expenditures.
a. A motive may refer to any inner state that channels behavior toward goals.
b. A general advantage of the questionnaire approach over the observational
approach is its versatility or wide scope.
c. The communication method is considered versatile because with it a researcher
can collect information on demographics, life-styles, attitudes, knowledge,
intentions, and behavior.
d. a and b.
e. a, b, and c.
comparison to the observation method of data collection?
a. accuracy
b. cost
c. speed
d. versatility
e. they are all advantages of the communication method.
a. cannot measure all consumer characteristics precisely but can give very good
estimates for awareness, intentions, motivations, and past behavior.
b. is limited in that only behaviors can be observed.
c. is considered to be more objective than the communication method.
d. is a faster means of data collection than the communication method because a
detailed questionnaire does not have to be prepared, and observers can quickly
record many observations.
e. requires development of sophisticated procedures to be effective.
communication method of gathering primary data?
a. versatility
b. speed
c. cost savings
d. objectivity
e. none of the above
marketers?
a. psychological/life-style characteristics
b. demographic/socioeconomic characteristics
c. motivation
d. behavioral data
e. all of the above are of interest to marketers
a. simple to administer
b. easy to analyze
c. high internal validity
d. very reliable
e. All the above are advantages of structured-undisguised questions.
a. Structured-undisguised questioning produces more reliable results, although this
greater reliability may be obtained at the loss of some validity.
b. When replies are limited to fixed answers as in structured-undisguised
questionnaires, there is the minimum possibility for the respondent to
misunderstand the meaning intended by the interviewer and visa versa.
c. The responses as well as the questions are standardized in a structured-
undisguised questionnaire.
d. One shortcoming of the structured-undisguised question is that it often does not
allow an expression of strength and feeling.
e. In structured questions the frame of reference is often obvious from the
alternatives.
data?
a. The researcher classifies people into social class strata by personally rating the
furniture in their homes via on-site visits.
b. An attitude researcher obtains people’s reaction to a product display by showing
them the display and then conducting depth interviews with the respondents.
c. A researcher assesses the popularity of various museum exhibits by noting tile
wear in front of each exhibit.
d. A researcher notes the sex and race of each person making a purchase during a
special sale.
e. All of the above are examples of the observation method.
a. Typically, responses as well as questions are standardized.
b. They tend to be less reliable than other question types because answers may not
reflect the true state of affairs.
c. Providing alternative responses sometimes helps to make the question clear.
d. The use of fixed alternatives sometimes prompts a respondent to provide a
response even when he or she has no opinion.
e. All of the above are true.
a. an unstructured-disguised questionnaire.
b. an unstructured-undisguised questionnaire.
c. a structured-undisguised questionnaire.
d. all of the above.
e. b and c above.
a. It is possible for response categories in a fixed alternative question to introduce
bias.
b. The fixed alternative question is best used when factual information is required.
c. The main disadvantage of unstructured questions is the difficult and time-
consuming tabulation problems that they pose.
d. Unstructured-undisguised questioning is best suited for descriptive work.
e. Unstructured-undisguised questions simplify the coding task.
a. the purpose of the study is open ended.
b. the purpose of the study is not communicated to the respondents.
c. the purpose of the study is clear but the responses to the questions are open ended.
d. the purpose of the study is clear but the responses to the questions are
dichotomous.
e. the purpose of the study is to define the responses which are open ended.
a. a highly unstructured questionnaire.
b. completely predetermined responses.
c. a highly structured questionnaire.
d. an intermediate degree of structure.
e. an intermediate degree of disguise.
role of attitude in the person’s mental and psychological make-up. One proposition
holds, for example, that
a. an individual’s knowledge, perception and memory are conditioned by his
attitudes and thus in order to assess his attitudes, we should ask him what he
knows.
b. an individual’s attitudes are conditioned by his knowledge and thus in order to
find out what he knows we should ask him about his attitudes.
c. greater knowledge reflects the strength and direction of attitudes.
d. there is no relation between knowledge and attitude.
e. a and c above.
complete a study?
a. personal interview
b. telephone survey
c. mail questionnaire
d. self-administered mail questionnaire
e. structured personal interview
a. Sampling control concerns the researcher’s ability to direct the inquiry to a
designated respondent and to get the desired cooperation from that respondent.
b. Random digit dialing and “Plus-One” sampling are both attempts at overcoming
the sampling bias of unlisted numbers.
c. The heads of households with unlisted telephone numbers are less likely to be
employed in an unskilled or semi-skilled job than heads of households with listed
telephone numbers.
d. a and b.
e. a and c.
getting cooperation from those contacted?
a. phone interviews
b. personal interview
c. mail questionnaire
d. a and b
e. all of the above
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. Mail questionnaires provide less control than personal interviews in getting a
response from the target person.
a. Advantages of the mall intercept approach include the speed and ease with which
a study can be implemented.
b. The advantages of CRT administration of questionnaires have helped telephone
interviews become the most popular data collection technique.
c. The slower speed of data collection and processing with computer-assisted
interviewing is offset by the increased accuracy of the responses.
d. One of the benefits of the computer-aided interview (CAI) is increased accuracy
in the results.
e. E-mail administered questionnaires provide more control than regular mail
questionnaires in getting a reply from the intended respondent.
for whom time is a scarce commodity.
a. personal interview
b. telephone interview
c. mail questionnaire
d. mall-intercept interview
e. none of the above
a. Due to the biased nature of the sampling frame, mall intercepts have become less
popular with marketers in recent years.
b. One problem with a mall intercept approach is that not everyone shops at malls.
c. One problem with a mall intercept approach is that the frequency with which a
person shops at a mall affects his or her likelihood of being asked to participate in
the study.
d. a and c only
e. All of the above are true of mall intercepts.
software?
a. telephone surveys where each interviewer has a computer from which to ask
questions
b. in-person interviews where the respondent can respond to questions as they
appear on the computer screen
c. mail administration where the questionnaire is sent on diskette to the respondent
who completes the questionnaire and returns the diskette by mail
d. interviews in conjunction with mall intercepts where the respondent responds to
questions as they appear on the monitor
e. all of the above are current uses for CAI software
interviews?
a. They often produce increased accuracy in the results.
b. Respondents may be more truthful when responding to a computer.
c. Questions may be personalized, since the computer is aware of previous answers.
d. They are very useful for disk-by-mail administration of general consumer
surveys.
e. All of the above are advantages.
interviewing?
a. inability to explain ambiguous questions
b. cannot solicit lengthy responses
c. cannot probe respondents to clarify vague responses
d. disk-by-mail administration is only useful for respondents who have computers
e. all of the above are disadvantages of computer-assisted interviewing
a. Telephone interviews are generally the fastest of the three types of data collection
by questionnaire.
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. Personal interviews present more administrative problems than mail
questionnaires or telephone interviews.
a. telephone interviews.
b. personal interviews.
c. mail questionnaires.
d. a and b.
e. all of the above.
a. The interviewing technique is not very useful when there are a number of
skipping or branching questions in the questionnaire.
b. One advantage of such interviews is the personalization of questions they allow.
c. Telephones are currently the most popular way of conducting these interviews.
d. a and b.
e. a, b, and c.
a. cost
b. speed
c. directing the inquiry to the designated respondent
d. all of the above
e. a and b above
a. personalized questions.
b. preliminary tabulations.
c. the opportunity it provides for the interviewers to operate from many more
locations.
d. a and b above.
e. all of the above.
a. by telephone interview.
b. by mail questionnaire.
c. by personal interview.
d. by a focused group interview.
e. by a depth interview.
a. Observational data may be gathered using structured or unstructured methods.
b. Structured observation is used when the problem at hand has been formulated
precisely enough to enable the researcher to define specifically the observations to
be made.
c. Structured and unstructured observations are similar in that there must be an a
priori specification of the behaviors that will be observed.
d. a and c.
e. a, b, and c.
a. usually lower with personal interviews than with either telephone interviews or
mail-administered questionnaires.
b. usually lower with mail questionnaires than with telephone or personal
interviews.
c. usually lower with telephone interviews than with mail questionnaires or personal
interviews.
d. usually the same no matter what communication method is used.
e. none of the above are true.
a. Scanners rely on imprinted Universal Product Codes which are 11-digit numbers.
b. When scanning the product, the scanner picks both the Universal Product Code
number and the price off the package.
c. Scanner data are not subject to the interview and recording biases that are present
with mail diaries.
d. Scanners allow firms to study the effectiveness of marketing mix changes like
price and number of facings on market share.
e. The use of scanners to generate marketing intelligence is increasing.
a. you can obtain the data quickly
b. it is cheap
c. the questions presented can be adapted for the user depending on the answers to
previous questions
d. international samples are easy to obtain
e. the sample will be representative if it is a random sample
a. Alabama
b. Boston
c. California
d. Denver
e. England
a. phone interviews are best-suited for business-to-business marketing research
b. email surveys are best-suited for consumer marketing research
c. Web-based surveys are best-suited for research about e-commerce
d. fax surveys are best-suited for business-to-business marketing research
e. mall intercepts are best-suited for advertising research