Marketing Chapter 11 Telephone Interview Would Appropriate For This Situation See Methods Administering

Document Type
Test Prep
Book Title
Basic Marketing Research 9th Edition
Authors
Gilbert A. Churchill, Tom J. Brown, Tracy A. Suter
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Page 15
a.
Personal interviews
b.
E-mail surveys
c.
Fax surveys
d.
Mail surveys
e.
Phone interviews
ANSWER:
a
RATIONALE:
Personal interviews are the most versatile method. See 11-3: Methods of Administering
Questionnaires.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 1:18 AM
DATE MODIFIED:
7/28/2017 1:19 AM
35. Which of the following data collection methods is most costly?
a.
E-mail surveys
b.
Mall interviews
c.
Phone interviews
d.
In-home personal interviews
e.
Web surveys
ANSWER:
d
RATIONALE:
In-home personal interviews are the most costly method. See 11-3: Methods of
Administering Questionnaires.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 1:20 AM
DATE MODIFIED:
7/28/2017 1:22 AM
36. Which of the following data collection methods provides the greatest degree of anonymity for respondents?
a.
b.
c.
d.
e.
ANSWER:
a
RATIONALE:
Mail surveys provide the greatest degree of anonymity. See 11-3: Methods of
Administering Questionnaires.
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Page 16
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 1:22 AM
DATE MODIFIED:
7/28/2017 1:24 AM
37. Methods of questionnaire administration rank as follows in terms of time required to collect the data (quickest to
slowest):
a.
personal interviews, web-based surveys, telephone surveys, mail surveys.
b.
web-based surveys, telephone surveys, personal interviews, mail surveys.
c.
web-based surveys, mail surveys, telephone surveys, personal interviews.
d.
mail surveys, personal interviews, telephone surveys, web-based surveys.
e.
None of these are correct because all methods take about the same amount of time.
ANSWER:
b
RATIONALE:
Methods of questionnaire administration rank as follows in terms of time required to
collect the data: web-based surveys, telephone surveys, personal interviews, mail
surveys. See 11-3: Methods of Administering Questionnaires.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 1:24 AM
DATE MODIFIED:
7/28/2017 1:26 AM
38. Which of the following questionnaire administration methods is the LEAST expensive?
a.
Personal interviews
b.
Email/Web-based surveys
c.
Mail surveys
d.
Depth interview
e.
Telephone surveys
ANSWER:
b
RATIONALE:
The least expensive method is email/web-based surveys. See 11-3: Methods of
Administering Questionnaires.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 1:29 AM
Copyright Cengage Learning. Powered by Cognero.
Page 17
DATE MODIFIED:
7/28/2017 1:31 AM
39. Which of the following is problematic when conducting telephone interviews in the U.S.?
a.
Caller ID
b.
Answering machines/Voicemail
c.
Do not call list
d.
Unlisted numbers
e.
All of these are problematic.
ANSWER:
e
RATIONALE:
All of these are problematic. See 11-3: Methods of Administering Questionnaires.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 1:31 AM
DATE MODIFIED:
7/28/2017 1:32 AM
40. John was stopped at the local shopping centers and asked if he would be willing to participate in a research study.
Because John was alone and mainly doing window-shopping, he agreed to participate. John was taken to a room and
shown four new advertisements and asked various questions related to the ads. This type of technique is called?
a.
Person-on-the-street interview
b.
Mall-intercept interview
c.
Drop-off survey
d.
Ad recall interview
e.
None of these are correct.
ANSWER:
b
RATIONALE:
This technique is called mall-intercept interviewing. See 11-3: Methods of Administering
Questionnaires.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 1:33 AM
DATE MODIFIED:
7/28/2017 1:34 AM
41. The question "What was your reaction to the Budweiser advertisement you saw on television during the Super
Bowl?" is an example of which type of question where the respondents are free to answer in their own words rather
than being limited to choosing from among a set of alternatives?
a.
Open-ended questions
b.
Closed-ended questions
c.
Scaled-response questions
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Page 18
d.
Ad reaction measurement
e.
None of these are correct.
ANSWER:
a
RATIONALE:
This is an example of an open-ended question. See 11-1: Structured Versus Unstructured
Communication.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.01 - Explain the concept of structure as it relates to questionnaires.
DATE CREATED:
7/28/2017 1:34 AM
DATE MODIFIED:
7/28/2017 1:36 AM
42. Jane Doe wants to administer a short survey on "student driving habits" to a representative sample of students at
the local university. She secured a list of students from the student directory. She as-signed each student a unique
number and then used a random number table to select her sample. The student directory from which Jane selected her
sample of students to contact is referred to as
a.
sampling frame.
b.
sampling control.
c.
sampling error.
d.
sampling directory.
e.
None of these are correct.
ANSWER:
a
RATIONALE:
This is known as a sampling frame. See 11-3: Methods of Administering Questionnaires.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 1:36 AM
DATE MODIFIED:
7/28/2017 1:38 AM
43. 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
a.
focus group interviews.
b.
telephone interviews.
c.
personal interview surveys.
d.
a mail survey.
e.
the use of a passive people meter.
ANSWER:
b
RATIONALE:
A telephone interview would be appropriate for this situation. See 11-3: Methods of
Administering Questionnaires.
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Page 19
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 1:38 AM
DATE MODIFIED:
7/28/2017 1:40 AM
44. You must conduct research to find out a great deal of information about potential customers. You need a minimum
of 300 people, and you know that you don't have a lot of money to conduct the re-search, so you will use
a.
in-office personal interviews.
b.
in-home personal interviews.
c.
focus group interviews.
d.
mail questionnaire.
e.
observation research.
ANSWER:
d
RATIONALE:
A mail questionnaire would be appropriate for this situation. See 11-3: Methods of
Administering Questionnaires.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 1:40 AM
DATE MODIFIED:
7/28/2017 1:43 AM
45. Which of the following are advantages of highly structured questionnaires?
a.
They are simple to administer.
b.
They are relatively straight forward.
c.
There is no need for extensive interviewer training.
d.
a, b, and c are correct.
e.
None of these are advantages of highly structured questionnaires.
ANSWER:
d
RATIONALE:
All of these are advantages of highly structured questionnaires. See 11-1: Structured
Versus Unstructured Communication.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.01 - Explain the concept of structure as it relates to questionnaires.
DATE CREATED:
7/28/2017 1:43 AM
DATE MODIFIED:
7/28/2017 1:45 AM
Copyright Cengage Learning. Powered by Cognero.
Page 20
46. Studies that rely on phone books
a.
underrepresent 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 these are correct.
ANSWER:
e
RATIONALE:
All of these are true about studies that rely on phone books. See 11-3: Methods of
Administering Questionnaires.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 1:45 AM
DATE MODIFIED:
7/28/2017 1:47 AM
47. The survey type that makes sense for any business that caters to a unique clientele or that wants to measure service
quality or satisfaction while the experience is fresh in the consumer's mind is a(n)
a.
mall intercept.
b.
telephone survey.
c.
inbound survey.
d.
email survey.
e.
personal interview.
ANSWER:
c
RATIONALE:
This would require an inbound survey. See 11-3: Methods of Administering
Questionnaires.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 1:47 AM
DATE MODIFIED:
7/28/2017 1:49 AM
48. One of the biggest advantages of mail questionnaires is the anonymity offered to the respondent.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
Copyright Cengage Learning. Powered by Cognero.
Page 21
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 1:49 AM
DATE MODIFIED:
7/28/2017 1:51 AM
49. Structure refers to how much variation is used with the data collection instrument.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.01 - Explain the concept of structure as it relates to questionnaires.
DATE CREATED:
7/28/2017 1:51 AM
DATE MODIFIED:
7/28/2017 1:52 AM
50. Questionnaires where everyone receives the same questions and everyone responds by choosing among the same
set of possible answers are using fixed-alternative questions.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.01 - Explain the concept of structure as it relates to questionnaires.
DATE CREATED:
7/28/2017 1:54 AM
DATE MODIFIED:
7/28/2017 1:54 AM
51. The use of high structure greatly simplifies data coding and analysis.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.01 - Explain the concept of structure as it relates to questionnaires.
DATE CREATED:
7/28/2017 1:55 AM
DATE MODIFIED:
7/28/2017 1:56 AM
Copyright Cengage Learning. Powered by Cognero.
Page 22
52. Low degrees of structure are usually associated with greater reliability, or consistency, of answers obtained.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.01 - Explain the concept of structure as it relates to questionnaires.
DATE CREATED:
7/28/2017 1:56 AM
DATE MODIFIED:
7/28/2017 1:57 AM
53. Disguise creates a more artificial environment in which to collect data from individuals.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.03 - Explain what is meant by disguise in a questionnaire context.
DATE CREATED:
7/28/2017 1:57 AM
DATE MODIFIED:
7/28/2017 1:58 AM
54. Information control refers to resource issues such as the time and monetary costs of different data collection
methods.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.06 - Discuss three important aspects used to compare the four different
methods of administering questions.
DATE CREATED:
7/28/2017 1:58 AM
DATE MODIFIED:
7/28/2017 1:59 AM
55. The location of personal interviews depends on the needs of the research and the convenience of the respondents.
a.
True
b.
False
ANSWER:
True
POINTS:
1
Copyright Cengage Learning. Powered by Cognero.
Page 23
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 1:59 AM
DATE MODIFIED:
7/28/2017 2:00 AM
56. Personal interviews offer less sample control than other approaches.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 2:19 AM
DATE MODIFIED:
7/28/2017 2:20 AM
57. Mail surveys provide little control in verifying that a response actually came from the intended recipient.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 2:20 AM
DATE MODIFIED:
7/28/2017 2:21 AM
58. With online surveys, the response rate is a good indicator of the quality of the research effort.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 2:21 AM
Copyright Cengage Learning. Powered by Cognero.
Page 24
DATE MODIFIED:
7/28/2017 2:22 AM
59. Structure refers to how much standardization is used with the data collection instrument.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.01 - Explain the concept of structure as it relates to questionnaires.
DATE CREATED:
7/28/2017 2:22 AM
DATE MODIFIED:
7/28/2017 2:23 AM
60. An open-ended question allows respondents to freely reply using their own words without limitations to a fixed set
of possible answers.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.01 - Explain the concept of structure as it relates to questionnaires.
DATE CREATED:
7/28/2017 2:24 AM
DATE MODIFIED:
7/28/2017 2:25 AM
61. Telephone interviews imply a direct face-to-face conversation between the interviewer and the respondent.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 2:25 AM
DATE MODIFIED:
7/28/2017 2:26 AM
62. It is necessary to disguise a survey when knowledge of the sponsor or topic is likely to cause respondents to change
their answers.
a.
True
b.
False
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Page 25
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.03 - Explain what is meant by disguise in a questionnaire context.
DATE CREATED:
7/28/2017 2:26 AM
DATE MODIFIED:
7/28/2017 2:28 AM
63. Sampling control concerns the ability to identify, reach, and receive answers from population members.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 2:28 AM
DATE MODIFIED:
7/28/2017 2:29 AM
64. A technique used in studies using telephone interviews, in which the numbers to be called are randomly generated is
called phonebook dialing.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 2:29 AM
DATE MODIFIED:
7/28/2017 2:30 AM
65. Mall intercepts are popular for conducting personal interviews among consumers in retail shopping centers.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 2:31 AM
DATE MODIFIED:
7/28/2017 2:32 AM
66. Response rates are higher for telephone interviews than most other methods.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 2:32 AM
DATE MODIFIED:
7/28/2017 2:33 AM
67. When considering methods for collecting communications data, the research problem itself will often suggest one
approach over the others.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
11.05 - Differentiate among the main methods of administering questionnaires.
DATE CREATED:
7/28/2017 2:33 AM
DATE MODIFIED:
7/28/2017 2:34 AM
68. Compare and contrast the main methods of administering questionnaires.
ANSWER:
Personal interviews imply a direct face-to-face conversation between the interviewer and
the respondent, as opposed to telephone interviews. In both types, the interviewer asks
the questions and records the respondents' answers, either while the interview is in
progress or immediately afterward. Mail questionnaires are sent to designated
respondents with an accompanying cover letter. The respondents complete the
questionnaire at their leisure and mail their replies back to the research organization.
Online questionnaires involve either e-mails sent to respondents, who in turn reply to the
e-mail with their answers, or surveys that are completed by respondents via the Web.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
Copyright Cengage Learning. Powered by Cognero.
Page 27
LEARNING OBJECTIVES:
11.06 - Discuss three important aspects used to compare the four different
methods of administering questions.
DATE CREATED:
7/28/2017 2:35 AM
DATE MODIFIED:
7/28/2017 2:38 AM

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