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81
156) Which of the following is not a disadvantage of online surveys?
A) Email 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.
157) 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
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158) "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
159) "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
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160) 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 prefer heavier fabrics?"
E) "Do you think the stores should use bright- or subtle-colored fixtures?"
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Figure 7-4: Question 1
161) Consider Figure 7-4: Question 1, 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
162) 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
85
163) 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) a dichotomous question.
B) an open-ended question.
C) an attitudinal question.
D) a closed-end question.
E) a semantic differential question.
164) 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: ________
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165) 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
166) "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
87
Figure 7-4: Question 2
167) Consider Figure 7-4: Question 2, 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
168) 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
169) Another name for a closed-end question is a ________ question.
A) Likert scale
B) dichotomous
C) leading
D) semantic differential
E) fixed-alternative
89
170) The type of question you are answering right now is an example of ________ question.
A) a Likert scale
B) a dichotomous
C) an open-ended
D) a fixed alternative
E) a semantic differential
Figure 7-4: Question 3
171) Consider Figure 7-4: Question 3, 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
90
172) Likert and semantic differential are two forms of fixed alternative questions that have three or
more choices and use
A) a frequency distribution.
B) a scale.
C) a measure of success.
D) an open-ended question.
E) a constraint.
173) 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
91
174) What kind of question is the following? "Place an 'X' in the space that describes your view of
this test." Easy ________ Difficult
A) Likert scale
B) semantic differential scale
C) dichotomous question
D) open-ended question
E) sensitivity analysis question
92
Figure 7-4: Question 5
175) Consider Figure 7-4: Question 5, which was part of a Wendy's survey that assessed fast-food
restaurant preferences among present and prospective consumers. Question 5 illustrates which
type of question format?
A) dichotomous
B) open-ended
C) Likert scale
D) semantic differential scale
E) attitudinal
93
176) A(n) ________ scale is one in which the respondent indicates the extent to which he or she
agrees or disagrees with a statement.
A) Likert
B) attitudinal
C) dichotomous
D) open-ended
E) semantic differential
177) What type of scale is the following? Indicate your degree of agreement with the following
statement: "Marketing is an interesting subject" by checking one of the responses. ( ) Strongly
Agree ( ) Agree ( ) Disagree ( ) Strongly Disagree
A) semantic differential scale
B) dichotomous question
C) open-ended question
D) Likert scale
E) attitudinal question
94
Figure 7-4: Question 6
178) Consider Figure 7-4: Question 6, which was part of a Wendy's survey that assessed fast-food
restaurant preferences among present and prospective consumers. Question 6 illustrates which
type of question format?
A) dichotomous
B) open-ended
C) Likert
D) attitudinal
E) semantic differential
Figure 7-4: Question 9
179) Consider Figure 7-4: Question 9, which was part of a Wendy's survey that assessed fast-food
restaurant preferences among present and prospective consumers. Which of the following
statements most likely explains why Question 9 was included in the questionnaire?
A) Wendy's wanted to know if children eat at its restaurants.
B) Wendy's wanted to know why people have children under age 18 living at home.
C) Wendy's can use these personal and household demographic characteristics to segment the
fast-food market.
D) Wendy's wants to know how much people earn so it knows whether it should take credit cards
for purchases.
E) Wendy's wanted to send these respondents coupons for the products that would appeal to them
most.
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180) "Do you eat at fast-food restaurants regularly: Yes or No?" is worded poorly because the
word "regularly" makes it ________ question.
A) an unanswerable
B) an ambiguous
C) two questions in one
D) a leading
E) a nonmutually exclusive
181) Mall intercept interviews refer to
A) impersonal data collection methods in strip shopping malls.
B) telephone interviews with consumers about their shopping center habits.
C) scientifically selected individuals from the local community who agree to participate in a
research study and are directed to meet at a specific shopping center for the interviews.
D) focus groups located in major shopping centers.
E) personal interviews of consumers visiting shopping centers.
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182) A disadvantage of the mall intercept interview method is
A) the difficulty in finding qualified interviewers to work at relatively low salaries.
B) the lack of reliability due to changes in customer traffic during holidays.
C) the ill will it creates with shoppers who are in a hurry or looking for a relaxing mall experience.
D) the people selected may not be representative of the target market.
E) the people only participate to receive something in return, so their answers are often biased.
183) Frito-Lay substituted ________ for its usual focus groups to allow consumers to weigh in on
which new flavors of Lay's potato chips would be introduced.
A) telephone interviews
B) Facebook
C) a panel
D) virtual focus groups
E) experiments
98
184) Carma Laboratories, Inc., the maker of Carmex lip balm, used ________ to conduct
marketing research to understand the nature of online conversations about lip balm.
A) ethnographic research
B) depth interviews
C) focus groups
D) social media
E) telephone surveys
185) In evaluating whether its Facebook and Twitter social media programs are working well,
Carmex considered using various marketing metrics. One metric it chose was ________, which
provides the percentages of Internet Carmex mentions that are positive, neutral, or negative.
A) Carmex Twitter followers
B) Carmex conversation velocity
C) Carmex sentiment
D) Carmex Facebook likes
E) Carmex share of voice
99
186) In evaluating whether its Facebook and Twitter social media programs are working well,
Carmex considered using various marketing metrics. One metric it chose was ________, which
quantifies the number of Carmex mentions on the Internet as a percentage of all mentions of major
lip balm brands.
A) Carmex sentiment
B) Carmex Twitter followers
C) Carmex conversation velocity
D) Carmex Facebook likes
E) Carmex share of voice
187) A ________ is a sample of consumers or stores from which researchers take a series of
measurements.
A) representative group
B) jury of executive opinion
C) panel
D) survey of experts
E) focus group
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188) An advantage of using a panel of consumers for marketing research is
A) the discussion leader can help change negative panel responses into positive ones.
B) the company can find out if consumers change their purchasing behavior over time.
C) panel members often help each other by bringing up ideas for discussion that others didn't
initially think of but that were important to them.
D) there will usually be one panel member who dominates the discussion and helps keep the
conversation focused.
E) panel members are highly defined demographically, so it is relatively simple to replace an
individual member without losing continuity.
189) A disadvantage of a ________ is that the marketing research firm needs to recruit new
members continually to replace those who drop out.
A) representative group
B) mall intercept interviews
C) focus group
D) survey of experts
E) panel
