Chapter 7: Online Marketing Research
Multiple Choice
1. Which of the following is not an advantage of online surveys?
a. rapid deployment
b. dramatically reduced costs
c. representative sample
d. high response rates
e. All of the above are advantages of online surveys.
2. Which of the following is the biggest complaint about using online surveys?
a. slow deployment
b. lower response rates
c. lack of representative sample
d. lack of callback procedures
e. all of the above
3. Which of the following is not characteristic of Internet email surveys?
a. online self-administered interview
b. significant interviewer bias
c. medium to high risk concerning representativeness
d. bulk email contact
e. purchased list of non-profiled respondents
4. A researcher is launching an online survey and wants to focus on females who earn more
than $75,000 per year. What type of internet sample should they use?
a. data capture of Web visitors
b. screened Internet sample
c. random web site intercepts
d. unrestricted Internet sample
e. none of the above
5. An advantage of this type of recruited Internet sample is that it generates large pools of
respondents who are available to respond quickly.
a. recruited panels
b. opt-in list rentals
c. opt-in panels
d. random website intercepts
e. data capture of visitors
6. Which of the following is a common complaint of online surveys?
a. time of deployment
b. lack of representative sample
c. high cost
d. none of the above
7. Online surveys are ideal for:
a. reaching a low incidence population.
b. reaching a high incidence population.
c. reaching senior citizens.
d. a survey that requires extensive probing.
8. Greenfield Online and Harris Interactive are examples of _______.
a. recruited panels
b. opt-in list rentals
c. opt-in panels
d. mail panels
e. data capture of visitors
9. In a recent study, which incentive method was most effective at raising response rates for
online surveys?
a. entering into a sweepstakes
b. free membership in a research panel
c. small cash payment for each respondent
d. none of the above
10. Which of the following is a weakness of online surveying?
a. hard to reach low incidence populations
b. more data processing required than traditional surveys
c. some respondents may be over surveyed
d. not able to gather open-ended responses
11. A researcher interested in reaching a low incidence population should consider what type
of online sample?
a. open online panel
b. closed online panel
c. end consumer panel
d. none of the above
12. A researcher who wanted to conduct focus groups with brain surgeons might be advised
to use:
a. traditional focus groups.
b. online focus groups.
c. a mall intercept to recruit.
d. none of the above.
13. Which of the following are not disadvantages of online focus groups?
a. lessened group dynamics
b. lack of nonverbal inputs
c. less interviewer bias
d. exposure to external stimuli less efficient
e. All are disadvantages of online focus groups.
14. Online focus groups have an advantage over traditional focus groups in that they reduce:
a. objectivity
b. participation rates
c. travel costs
d. group dynamics
e. none of the above
15. Channel M2 is used for conducting:
a. online focus groups
b. quantitative studies
c. traditional focus groups
d. in-depth interviews
16. What type of data do newsgroups produce?
a. primary
b. secondary
c. quantitative
d. none of the above
17. When a researcher “googles” a topic in order to try to frame a research problem, he/she is
seeking what type of data?
a. primary
b. secondary
c. quantitative
d. none of the above
18. From the researcher’s point of view, the most important thing for panel companies to
consider is:
a. recruiting panel members in the most cost effective way.
b. having a large number of panel members.
c. maintaining quality standards in recruiting panel members.
d. none of the above.
19. What type of research has basically replaced computer-assisted telephone interviewing?
a. Online survey research
b. Productive Research
c. Telephone Research
d. Random Research
20. What is the first step in finding a particular newsgroup?
a. Select the newsgroup of interest
b. Begin scanning messages
c. Open your newsreader program
d. Connect to the Internet in your usual way.
21. A _______________ is a text file placed on a user’s computer in order to identify the
user when she or he revisits the Web site.
a. Click
b. Cookie
c. Tool
d. Memory icon
22. Decision Analyst, one of America’s most progressive firms in applying Internet
technology to marketing research, offers two types of online focus groups
called_____________________.
a. Real-Time Online Focus Groups & Non Real-Time Online Focus Groups.
b. Real-Time Online Focus Groups & Time-Restraining Online Focus Groups.
c. Real-Time Online Focus Groups & Time-Extending Online Focus Groups.
d. None of the above
23. One of the advantages of Internet surveys is their ability to access hard-to-reach
respondents.
24. A problem with Internet surveys is the cost of development, which brings down project
profitability more than other modes of data collection.
25. Internet surveys have a higher cost per survey than telephone surveys.
26. The cooperation rate for online studies using lists is typically higher than that for online
studies that use panels.
27. Open-sourced panelists typically take longer than closed-source panelists to complete
surveys.
28. In online surveys, “dropouts” tend to occur mainly over the first 90 seconds after a
respondent enters a survey.
29. In online surveys, radio buttons are used when a respondent is able to select multiple
options.
30. Some prominent marketing researchers think that online focus groups can replace
conventional focus groups.
31. Moderators play a more important role in online focus groups than in traditional focus
groups.
32. Open panel recruitment is more likely to lead to “professional” respondents.
33. A web community is a carefully selected group of consumers who agree to participate in
an ongoing dialogue with a corporation.
34. Do–it-yourself software, such as SPSS Quanquest, requires that you do not offer the
respondent a good experience if you expect the person to complete the survey.
35. Respondent participation is critical to the success of the research process in order to
minimize nonresponse bias.
Essay Questions
36. Describe at least three advantages Internet interviewing would have over “snail–mail”
interviewing.
37. A client needs a survey done quickly, and is on a limited budget. The clients target
market consists of persons from 25-to-54 years old. You suggest an email questionnaire
survey. Your colleague argues that Internet samples never produce representative
samples, because so many households are not online. How would you respond to your
colleague, and why would an email survey produce the data needed, given your time and
budgetary constraints?
38. Why might a consultant considering the use of a focus group prefer an online focus over
a traditional focus group?
39. List and describe at least 5 advantages of online surveys over traditional surveys.
40. Why might a market researcher prefer a panel consisting of respondents recruited via a
closed online panel recruitment effort rather than an open-online panel recruitment?