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Marketing Research 7Th Edition Burns Test Bank Full Chapter PDF
Marketing Research 7Th Edition Burns Test Bank Full Chapter PDF
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Marketing Research, 7/E (Burns/Bush)
Chapter 7 Evaluating Survey Data Collection Methods
3) The four questions of who, what, why and how are relevant to which of the following aspects
of conducting surveys?
A) tapping the unseen in survey research
B) computer-administered surveys
C) self-administered surveys
D) subgroup analysis
E) simplified administration
Answer: A
Difficulty: Moderate
Objective: 1
Question type: Concept
Course LO: Compare and contrast data collection methods
1
Copyright © 2014 Pearson Education, Inc.
4) Which of the following is NOT a method for collecting survey data?
A) person-administered surveys
B) computer-administered surveys
C) self-administered surveys
D) multiple modal surveys
E) mixed-mode surveys
Answer: D
Difficulty: Easy
Objective: 1
Question type: Concept
Course LO: Compare and contrast data collection methods
6) Adaptability refers to the ability to react to respondent differences. Which survey method is
best suited for adaptability?
A) computer-administered surveys
B) self-administered surveys
C) drop-off surveys
D) person-administered surveys
E) CATI
Answer: D
Difficulty: Moderate
Objective: 2
Question type: Concept
Course LO: Compare and contrast data collection methods
2
Copyright © 2014 Pearson Education, Inc.
7) Having an independent party call back a sample of each interviewer's respondents to verify
that they took part in the survey is a way to avoid which of the following?
A) interviewer cheating
B) human error
C) adaptability
D) interviewer rapport
E) card sorting
Answer: A
Difficulty: Easy
AACSB: Ethical Understanding and Reasoning Abilities
Objective: 2
Question type: Concept
Course LO: Compare and contrast data collection methods
3
Copyright © 2014 Pearson Education, Inc.
10) Interview evaluation refers to:
A) an evaluation of the quality of the interviews by an editor.
B) an evaluation of the interviews by the client/manager.
C) an overall procedure for evaluating the quality of the entire interview process.
D) respondent anxieties caused by the presence of an interviewer.
E) interviewer anxieties caused by the interview procedure.
Answer: D
Difficulty: Hard
Objective: 2
Question type: Concept
Course LO: Compare and contrast data collection methods
4
Copyright © 2014 Pearson Education, Inc.
13) Which is true regarding a disadvantage of self-administered surveys?
A) Because interviewers are not present, evaluation of the interview is impossible.
B) The primary burden of respondent understanding is placed upon the questionnaire.
C) The primary burden of respondent understanding is placed upon the field editor.
D) Respondents feel anxious because they control the administration process.
E) Respondents interpret the questions themselves so the questionnaire can be somewhat vague.
Answer: B
Difficulty: Moderate
AACSB: Communication Abilities
Objective: 2
Question type: Concept
Course LO: Compare and contrast data collection methods
14) One of the main advantages of browser-based mobile data collection is that:
A) data can be collected from any region of the world.
B) virtually every mobile device worldwide supports SMS as a single global standard.
C) it can easily support multi-mode and device-agnostic solutions.
D) there is no need to worry about respondents absorbing data collection costs.
Answer: C
Difficulty: Hard
AACSB: Use of IT; Communication Abilities; Dynamics of the Global Economy
Objective: 2
Question type: Concept
Course LO: Compare and contrast data collection methods
5
Copyright © 2014 Pearson Education, Inc.
16) What is a technique that is NOT a variation of person-administered surveys?
A) in-home interview
B) mall-intercept interview
C) drop-off survey
D) telephone interview
E) in-office interview
Answer: C
Difficulty: Moderate
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
17) Which of the following data collection modes comes closest to being patterned after the
"man-on-the-street" interview?
A) person-on-the-street interview
B) mall-intercept interview
C) drop-off survey
D) mail survey
E) interviewer approach interview
Answer: B
Difficulty: Moderate
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
18) Research companies who select shopping malls for the purpose of conducting mall-intercept
interviews tend to select malls:
A) only in the largest cities.
B) that have a regional versus local market area.
C) where the crime rates are exceptionally low.
D) in cities where interview cooperation rates are the highest.
E) with a wide variety of shops.
Answer: B
Difficulty: Moderate
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
6
Copyright © 2014 Pearson Education, Inc.
19) One disadvantage of mall-intercept interviewing is that:
A) mall-intercepts, because they require the cooperation of all stores in a mall, are difficult to
implement.
B) turnover rates are high.
C) mall shoppers may not be representative of the target market population.
D) interviewers in mall-intercept studies are often distracted by mall activities.
E) assault rates of interviewers can be high in some areas.
Answer: C
Difficulty: Moderate
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
20) Which of the following data collection modes would be more appropriate for research on a
product requiring demonstration that is targeted to the business-to-business market as opposed to
the consumer market?
A) CATI
B) business-to-business surveying
C) in-office interview
D) drop-off survey
E) detailed online survey with graphics
Answer: C
Difficulty: Moderate
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
21) Which data collection mode requires interviewers to "navigate around gatekeepers"?
A) gatekeeper interviewing
B) in-office interviewing
C) CATI and CAPI
D) CAPI and CATS
E) online surveys
Answer: B
Difficulty: Hard
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
7
Copyright © 2014 Pearson Education, Inc.
22) What type of interview technique could be used if it was not necessary for the researcher to
watch the respondent to ensure correct procedures are followed?
A) telephone interview
B) in-office interview
C) in-home interview
D) mall-intercept interview
E) confidential interview
Answer: A
Difficulty: Easy
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
23) Which type of interview technique offers the advantages of cost, quality, and speed?
A) in-office interview
B) telephone interview
C) mall-intercept interview
D) in-home interview
E) "man-on-the-street" interview
Answer: B
Difficulty: Moderate
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
24) Which of the following is NOT a potential shortcoming of the telephone survey?
A) The respondent cannot be shown anything.
B) It does not permit the interviewer to make various face-to-face judgments and evaluations.
C) It does not permit a high quality sample.
D) It does not allow for the observation of body language, facial expressions, or eye contact.
E) There is an increased use of answering machines.
Answer: C
Difficulty: Easy
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
8
Copyright © 2014 Pearson Education, Inc.
25) What are some of the problems associated with traditional telephone interviews?
A) mistakes in administering the questions
B) insufficient call back for not-at-homes
C) dishonest interviewers
D) all of the above
E) A and B only
Answer: D
Difficulty: Moderate
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
26) Which of the following data collection modes allows for recruitment and training to be
conducted at a central location, monitoring of the actual interviews by a supervisor, checking of
completed interviews "on the spot," and control of interviewers' schedules?
A) drop-off survey
B) CATI or CAPS
C) central location telephone interviewing
D) traditional telephone interviewing
E) central location mall intercepts
Answer: C
Difficulty: Moderate
AACSB: Ethical Understanding and Reasoning Abilities
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
9
Copyright © 2014 Pearson Education, Inc.
28) Advantages of CATI include:
A) interviews can be conducted via TV cable.
B) cable and TV interviewing may be conducted simultaneously.
C) the computer dials the respondent, brings up the questions to the interviewer, and moves
ahead to the appropriate question.
D) it can be enhanced with the drop-off survey technique.
E) setup costs are low.
Answer: C
Difficulty: Moderate
AACSB: Use of IT
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
30) Online surveys are generally believed to achieve response quality equal to that of:
A) telephone surveys.
B) drop-off surveys.
C) mall-intercept surveys.
D) in-office surveys.
E) in-home surveys.
Answer: A
Difficulty: Moderate
AACSB: Use of IT
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
10
Copyright © 2014 Pearson Education, Inc.
31) The most popular type of self-administered survey is the:
A) group self-administered survey.
B) drop-off survey.
C) email survey.
D) mail survey.
E) anonymous survey.
Answer: D
Difficulty: Moderate
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
33) Which of the following would be considered an example of the drop-off survey?
A) A researcher brings a questionnaire to a respondent's home and leaves it to be completed.
B) A hotel leaves a questionnaire in a room for customers to evaluate their accommodations.
C) A retail store offers a customer a survey and promises a gift certificate if they return the
questionnaire on their next visit.
D) A graduate student hands surveys out to other students to be placed in a drop box when
completed.
E) All of the above would be considered drop-off surveys.
Answer: E
Difficulty: Moderate
AACSB: Analytic Skills
Objective: 3
Question type: Application
Course LO: Compare and contrast data collection methods
11
Copyright © 2014 Pearson Education, Inc.
34) Which of the following is NOT an advantage of mail surveys?
A) nonresponse
B) cost
C) no need for interviewer training
D) available mailing lists
E) no need for interviewer compensation
Answer: A
Difficulty: Moderate
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
36) Which of the following will increase mail survey response rates?
A) use of color
B) stamps, rather than preprinted postage paid on the return envelopes
C) use of a recognizable brand name
D) confidentiality
E) use of an alert letter
Answer: E
Difficulty: Hard
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
12
Copyright © 2014 Pearson Education, Inc.
37) Despite regional differences in the usage of various data collection modes, the highest usage
for North America, Europe, and Asia-Pacific alike is in:
A) CATI (single mode).
B) web surveys (self-completion).
C) SMS text messaging (self-completion).
D) IVR (interactive voice response).
E) mixed mode CATI and web.
Answer: B
Difficulty: Hard
AACSB: Multicultural and Diversity Understanding; Use of IT; Communication Abilities
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
39) When time is an important consideration, which data collection method is best?
A) mail surveys
B) drop-off surveys
C) in-home interviews
D) telephone surveys
E) in-office interviews
Answer: D
Difficulty: Moderate
Objective: 4
Question type: Concept
Course LO: Compare and contrast data collection methods
13
Copyright © 2014 Pearson Education, Inc.
40) When given a data collection budget, a researcher's choice of the data collection method is:
A) enhanced.
B) limited to those methods falling within the budget.
C) not to be influenced by an arbitrarily determined budget.
D) flexible.
E) negotiable.
Answer: B
Difficulty: Moderate
Objective: 4
Question type: Concept
Course LO: Compare and contrast data collection methods
41) Which of the following is NOT a question to consider when choosing a survey method?
A) What is the incidence rate?
B) How much money is there for data collection?
C) How much time is there for data collection?
D) What type of respondent interaction is required?
E) Which is the easiest method for the researcher?
Answer: E
Difficulty: Moderate
Objective: 4
Question type: Concept
Course LO: Compare and contrast data collection methods
42) In ________, residents are uncomfortable allowing strangers in their homes. Therefore,
________ surveying is more popular than door-to-door interviewing.
A) Canada; mall-intercept
B) Scandinavia; telephone and online
C) India; fully automated
D) Mexico; in-office
E) the United States; computer-administered
Answer: B
Difficulty: Hard
AACSB: Multicultural and Diversity Understanding; Dynamics of the Global Economy
Objective: 4
Question type: Concept
Course LO: Compare and contrast data collection methods
14
Copyright © 2014 Pearson Education, Inc.
43) In ________, door-to-door interviewing is popular because ________.
A) Canada; face-to-face interaction is preferred
B) Scandinavia; residents welcome strangers in their homes
C) India; few residents have access to telephones and online computers
D) Mexico; door-to-door incentives are popular
E) the United States; it is the most reliable data collection method
Answer: C
Difficulty: Hard
AACSB: Multicultural and Diversity Understanding; Dynamics of the Global Economy
Objective: 4
Question type: Concept
Course LO: Compare and contrast data collection methods
44) Surveys involve interviews with a large number of respondents using a predesigned
questionnaire.
Answer: TRUE
Difficulty: Easy
Objective: 1
Question type: Concept
Course LO: Compare and contrast data collection methods
45) One of the advantages of surveys is that they can tap the "unseen" — motives, interests,
attitudes, and intentions.
Answer: TRUE
Difficulty: Easy
Objective: 1
Question type: Concept
Course LO: Compare and contrast data collection methods
46) Surveys allow for large samples, which are suitable for tabulation and statistical analysis.
Answer: TRUE
Difficulty: Moderate
Objective: 1
Question type: Concept
Course LO: Compare and contrast data collection methods
47) The three major ways to collect data are: have a person ask the questions, have a computer
assist or conduct the questioning, or allow the respondents themselves to complete the survey.
Answer: TRUE
Difficulty: Moderate
Objective: 1
Question type: Concept
Course LO: Compare and contrast data collection methods
15
Copyright © 2014 Pearson Education, Inc.
48) One of the advantages of the person-administered survey is that the interviewer is able to
respond to questions asked by respondents.
Answer: TRUE
Difficulty: Easy
Objective: 2
Question type: Concept
Course LO: Compare and contrast data collection methods
49) One of the disadvantages of computer-administered surveys is that they cannot depict
pictures, video, or other graphics to the respondent.
Answer: FALSE
Difficulty: Easy
AACSB: Use of IT; Communication Abilities
Objective: 2
Question type: Concept
Course LO: Compare and contrast data collection methods
50) Real-time capture of data is available only through the use of in-home interviewing, provided
the researcher has a modem and may transmit the survey results to a computer shortly after the
interview.
Answer: FALSE
Difficulty: Moderate
AACSB: Use of IT
Objective: 2
Question type: Concept
Course LO: Compare and contrast data collection methods
51) Interview evaluation refers to the fact that some people become anxious about the possible
reactions the interviewer may have to their answers to survey questions.
Answer: TRUE
Difficulty: Hard
Objective: 2
Question type: Concept
Course LO: Compare and contrast data collection methods
52) Surveys conducted without the presence of an agent — human or computer — are referred to
as self-administered surveys.
Answer: TRUE
Difficulty: Easy
Objective: 1
Question type: Concept
Course LO: Compare and contrast data collection methods
16
Copyright © 2014 Pearson Education, Inc.
53) Whereas self-administered surveys are faster than personal or computer-assisted surveys,
they have the highest cost.
Answer: FALSE
Difficulty: Moderate
Objective: 2
Question type: Concept
Course LO: Compare and contrast data collection methods
55) Self-administered surveys place a very high premium on proper questionnaire design.
Answer: TRUE
Difficulty: Moderate
Objective: 2
Question type: Concept
Course LO: Compare and contrast data collection methods
57) While mobile research is just arriving on the scene, it is an exciting approach that best fits
the mobile lifestyle of mature consumers.
Answer: FALSE
Difficulty: Moderate
AACSB: Use of IT; Communication Abilities
Objective: 2
Question type: Concept
Course LO: Compare and contrast data collection methods
58) It is believed that conducting an interview in the respondent's home improves the quality of
the data and facilitates the rapport between interviewer and interviewee.
Answer: TRUE
Difficulty: Moderate
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
17
Copyright © 2014 Pearson Education, Inc.
59) All malls allow for as many research firms who wish to intercept shoppers because it attracts
more customers.
Answer: FALSE
Difficulty: Moderate
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
60) Because shopping malls usually draw customers from a large area, they excel in terms of
providing representative samples.
Answer: FALSE
Difficulty: Moderate
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
64) Telephone surveys, although yielding high-quality samples, do not have fast turnaround
times. This is why they are rarely used for political polling.
Answer: FALSE
Difficulty: Moderate
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
18
Copyright © 2014 Pearson Education, Inc.
65) Telephone surveys may be preferable to face-to-face surveys when the topics being
addressed are sensitive.
Answer: TRUE
Difficulty: Moderate
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
66) The data-collection landscape of China is the same as that in Western and European
countries.
Answer: FALSE
Difficulty: Moderate
AACSB: Multicultural and Diversity Understanding; Dynamics of the Global Economy
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
69) Two variations of computer-administered telephone interview systems are (1) using a human
interviewer and (2) using a computer, sometimes with a synthesized or recorded voice.
Answer: TRUE
Difficulty: Easy
AACSB: Use of IT
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
19
Copyright © 2014 Pearson Education, Inc.
71) The CATI approach has many benefits, but it does not eliminate the need for editing
completed questionnaires.
Answer: FALSE
Difficulty: Hard
AACSB: Use of IT
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
72) With CATI systems, tabulations may be run at any time during the study and, as a result,
questions may be added or deleted from the study.
Answer: TRUE
Difficulty: Moderate
AACSB: Use of IT
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
73) Most CATI systems are programmed to make wrong answers impossible.
Answer: TRUE
Difficulty: Moderate
AACSB: Use of IT
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
20
Copyright © 2014 Pearson Education, Inc.
76) With a CATS system, interviews are conducted entirely by computers.
Answer: TRUE
Difficulty: Moderate
AACSB: Use of IT
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
77) Online surveys are making profound changes in the marketing research landscape.
Answer: TRUE
Difficulty: Easy
AACSB: Use of IT
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
78) One of the disadvantages of online surveys is that they may lack sample representativeness.
Answer: TRUE
Difficulty: Moderate
AACSB: Use of IT
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
79) Drop-off surveys are especially appropriate for local market research undertakings in which
travel is necessary, but limited.
Answer: TRUE
Difficulty: Hard
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
21
Copyright © 2014 Pearson Education, Inc.
82) Company policies or procedures must prohibit the practice of multiple screening or
interviewing of a single respondent during any one interview to adhere to ethical marketing
research practices.
Answer: TRUE
Difficulty: Moderate
AACSB: Ethical Understanding and Reasoning Abilities
Objective: 3
Question type: Concept
Course LO: Compare and contrast data collection methods
83) Key factors influencing the choice of a survey data collection method include the researchers'
time and budget.
Answer: TRUE
Difficulty: Moderate
Objective: 4
Question type: Concept
Course LO: Compare and contrast data collection methods
84) Incidence rate is the percentage of the population that possesses some characteristic
necessary to be included in the survey.
Answer: TRUE
Difficulty: Moderate
Objective: 4
Question type: Concept
Course LO: Compare and contrast data collection methods
85) The only practical way to do research with Millennials, who are a prime target for many
companies, is with some online-based data collection method.
Answer: TRUE
Difficulty: Moderate
AACSB: Multicultural and Diversity Understanding; Use of IT; Communication Abilities
Objective: 4
Question type: Concept
Course LO: Compare and contrast data collection methods
22
Copyright © 2014 Pearson Education, Inc.
86) Karen has just started her first research project for her new firm, Standard Research. After
meeting with the project team, Karen knows that the client, Cookies! Cookies! Cookies!
(C!C!C!), is interested in statistical analyses to help decide on a new cookie flavor for their
"healthy" line. C!C!C! needs to test whether the concept of the new flavor sounds appealing;
consumers do not actually need to taste the flavor. Which of the following survey data collection
methods should be used to best meet the client's needs?
A) telephone interview
B) mall intercept
C) in-office interview
D) in-home interview
E) mail survey
Answer: A
Difficulty: Hard
AACSB: Analytic Skills
Objective: 3
Question type: Application
87) Karen, of Standard Research, contemplates which survey method she will use for a client.
She must balance:
A) the cost of the project with the level of statistical analysis that will be used.
B) the time limitation of the client with the requirement that the surveys be representative.
C) the lower quality of information generated by using a totally computer-administered survey
with the desire to make additional profits using the latest technology.
D) the quality of information desired with time deadlines and budget constraints.
E) the wishes of the employees at Standard Research.
Answer: D
Difficulty: Moderate
AACSB: Ethical Understanding and Reasoning Abilities; Analytic Skills
Objective: 4
Question type: Application
88) Rick Smith, of Smith & Associates Research, has decided that a client's project should use
telephone interviewing as the method of data collection. He knows that there are disadvantages
to the telephone interview method he has chosen, and he must be ready to discuss these
limitations with the client. Which of the following disadvantages will he be discussing?
A) mistakes in administering the questions
B) insufficient call back for not-at-homes
C) dishonest interviewers
D) A and B
E) A, B, and C
Answer: E
Difficulty: Moderate
AACSB: Analytic Skills
Objective: 3
Question type: Application
23
Copyright © 2014 Pearson Education, Inc.
89) Karl Pittman commissioned a research project from the research firm of ADVICE, INC. The
results of the project will be presented in a court case and Karl wonders if the opposing lawyers
in the trial will question whether or not the telephone calls, used to collect the data, were actually
made. Sue Miller, project director at ADVICE, INC., had thought ahead and verified that the
interviews were actually conducted. She used the standard industry method for verification.
Which of the following did she use?
A) use an interviewer only one time
B) call back a sample of the interviewer's respondents to verify that they were interviewed
C) have all interviewers take polygraph tests on a regular basis
D) pay interviewers to watch their peers
E) put video cameras in all work stations
Answer: B
Difficulty: Moderate
AACSB: Analytic Skills
Objective: 3
Question type: Application
90) Tom Cardinal, of "Healthy" Cookies, is concerned about the costs of conducting some
upcoming research. He understands that mail surveys have some of the lowest costs of all the
data collection methods. He asks Jeanne Daniel, marketing research consultant, what would
happen if a mail survey were used. Jeanne explained that, compared to online or telephone
surveys, a mail survey would have taken much longer, and the response rate would have been:
A) under 20 percent.
B) between 35 and 37 percent.
C) above 60 percent.
D) around 30 percent.
E) about 55 percent.
Answer: A
Difficulty: Hard
AACSB: Analytic Skills
Objective: 3
Question type: Application
24
Copyright © 2014 Pearson Education, Inc.
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