Marketing Research Essentials 8th Edition by Carl McDaniel Jr - Test Bank

Marketing Research Essentials 8th Edition by Carl McDaniel Jr – Test Bank

 

Instant Download – Complete Test Bank With Answers

 

 

Sample Questions Are Posted Below

 

Chapter 5: Traditional Survey Research

 

Multiple Choice

 

1. Which of the following is not a reason surveys have a high rate of usage in marketing research?
2. the need to know why certain things are done or not done
3. the need to know who does certain things
4. the need to explain cause and effect relationships
5. the need to know how consumers make decisions
6. All are reasons for the high rate of usage of surveys in marketing research.

 

Ans: C

Difficulty:  Easy

Response:  See page 107

Ref:  Popularity of Survey Research

Learning Objective 5.1: To understand the reasons for popularity of survey research.

 

 

2. Collecting information such as consumer demographics and lifestyle characteristics would be illustrative of which reason for the high usage of surveys in marketing research?
3. the need to know why certain things are done or not done
4.      the need to know who does certain things
5. the need to explain cause and effect relationships
6. the need to know how consumers make decisions
7. All are reasons for the high rate of usage of surveys in marketing research

 

Ans: B

Difficulty:  Medium

Response:  See page 107

Ref:  Popularity of Survey Research

Learning Objective 5.1: To understand the reasons for popularity of survey research.

 

 

3. The difference between the sample value and the true value in the population under study is referred to as _______.
4. sampling error
5. random error
6. measurement error
7. chance variation
8. none of the above

 

Ans: D

Difficulty:  Medium

Response:  See page 108

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

4. _____________ results from mistakes or problems in the research design.
5. Systematic error
6. Processing error
7. Interviewer error
8. Random error
9. None of the above

 

Ans: A

Difficulty:  Medium

Response:  See page 108

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

5. When a researcher uses an incomplete sampling frame for a study, this is referred to as __________.
6. surrogate information error
7. selection error
8. frame error
9. none of the above

 

Ans: C

Difficulty:  Medium

Response:  See page 109

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

6. Which of the following is not a sampling design error?
7. Selection error
8. Population Specification Error
9. Frame error
10. Interviewer error
11. All are sampling design errors

 

Ans: D

Difficulty:  Medium

Response:  See page 108

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

7. A manufacturer of desserts tested a new five-minute dessert on working females. A marketing research firm was employed to measure consumer response to the dessert.  The results of the survey were dismal.  The manufacturer was sure the new quickie dessert would be appealing to working females.  A follow-up focus group revealed that working females without children were not interested in the new idea, but working females with children were.  What kind of error was evident in the initial survey?
8. sample frame error
9. random error
10. population specification error
11. surrogate information error
12. none of the above

 

Ans: C

Difficulty:  Hard

Response:  See page 109

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

8. The fact that not every household has a published phone number can cause which type of error in telephone surveys?
9. sample frame error
10. random error
11. population specification error
12. surrogate information error
13. none of the above

 

Ans: A

Difficulty:  Hard

Response:  See page 109

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

9. The fact that people in their twenties are more technology savvy than those over the age of forty should be taken into account when determining the population for a survey about new social media options to avoid________________.
10. sample frame error
11. random error
12. population specification error
13. surrogate information error
14. none of the above

 

Ans: C

Difficulty:  Hard

Response:  See page 109

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

10. This type of sample design error can occur even when the population is correctly specified and a proper sample frame is being used.
11. measurement error
12. interviewer error
13. processing error
14. selection error
15. none of the above

 

Ans: D

Difficulty:  Medium

Response:  See page 109

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

11. A researcher hired 20 interviewers to conduct door-to-door interviews in a particular city. In the process of verifying the responses for one of the interviewers, the researcher found that the interviewer surveyed consecutive houses in a particular subdivision, instead of selecting every third house.  What kind of error has occurred here?
12. selection error
13. measurement error
14. processing error
15. interviewer error
16. none of the above

 

Ans: A

Difficulty:  Medium

Response:  See page 109

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

12. A researcher placed interviewers at multiple entrances and exits to a mall and asked them to interview a wide sample of mall visitors including parents, couples, and singles. In the process of verifying the responses, the researcher found that one interviewer only sampled mothers with children. The interviewer noted that only mothers with young children entered via his entrance. What kind of error has occurred here?

 

1. selection error
2. measurement error
3. processing error
4. frame error
5. none of the above

 

Ans: d

Difficulty:  Medium

Response:  See page 109

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

13. The Bureau of the Census reported that a more accurate estimate of the total population in the U.S. could be accomplished by a carefully selected sample, rather than with a census. What broad classification of errors is the researcher indirectly alluding to?
14. random error
15. selection error
16. measurement error
17. frame error
18. none of the above

 

Ans: C

Difficulty:  Easy

Response:  See page 110

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

14. A marketing researcher subcontracts the data collection process to a field services firm. After the data is collected, the researcher is editing the questionnaires, and finds a large number of mistakes.  In many cases skip patterns were not followed, and difficult questions were often skipped.  The researcher contacts several of the persons that did the interviewing and finds that they received little, and in some cases, no training or supervision.  What kind of error is evident here?
15. processing error
16. interviewer error (bias)
17. surrogate information error
18. measurement instrument bias
19. none of the above

 

Ans: B

Difficulty:  Easy

Response:  See page 110

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

15. In the pretesting of a questionnaire, a researcher finds that respondents perceive several of the questions as leading, and others as difficult to understand. If the researcher does not make the necessary revisions to the questionnaire, there will probably be a large amount of which of the following?
16. processing error
17. interviewer error
18. surrogate information error
19. measurement instrument bias
20. none of the above

 

Ans: D

Difficulty:  Medium

Response:  See page 110

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

16. A questionnaire that is not computer coded, thereby increasing the complexity of inputting the questionnaire data into a database, will probably suffer from which of the following?
17. processing error
18. interviewer error
19. surrogate information error
20. measurement instrument bias
21. none of the above

 

Ans: A

Difficulty:  Hard

Response:  See page 110

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

17. When the researcher achieves a very low response rate, he/she should be concerned with ______________.
18. surrogate information error
19. refusal rate error
20. nonresponse bias (error)
21. measurement instrument bias (error)
22. none of the above

 

Ans: C

Difficulty:  Medium

Response:  See page 111

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

18. At which point do people typically refuse to take a survey?
19. before the survey introduction
20. after the introduction
21. after the warm-up questions
22. once the survey is well underway
23. the rate of refusal is about the same for each of the above

 

Ans: A

Difficulty:  Medium

Response:  See page 111

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

19. Non-response bias results from a systematic difference between those who do and those who do not_____________________.
20. respond
21. know the answers
22. match the sampling frame
23. tell the truth
24. a & d

 

Ans: E

Difficulty:  Medium

Response:  See page 111

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

20. When survey respondents deliberately falsify their income this is known as which type of bias?
21. interviewer bias
22. nonresponse bias
23. measurement instrument bias
24. response bias
25. none of the above

 

Ans: D

Difficulty: Hard

Response:  See page 111

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

21. Which of the following is currently the least popular type of data collection?
22. Internet surveys
23. mall-intercept interviews
24. door-to-door interviews
25. telephone surveys

 

Ans: C

Difficulty:  Easy

Response:  See page 113

Ref:  Types of surveys

Learning Objective 5.3: To learn about the types of surveys.

 

 

22. Which of the following data collection techniques can produce excellent sample quality?
23. mail surveys
24. mall intercept
25. central location telephone
26. self-administered interviews
27. executive interviews

 

Ans: C

Difficulty:  Medium

Response:  See page 115

Ref:  Types of Surveys

Learning Objective 5.3: To learn about the types of surveys.

 

 

23. Which of the following is an advantage of CATI?
24. automatically handling respondent selection
25. automatically handling skip patterns
26. eliminating selection bias
27. computer tabulation of data can occur at any time
28. All of the above are advantages of CATI.

 

Ans: E

Difficulty:  Hard

Response:  See pages 115–116

Ref:  Types of Surveys

Learning Objective 5.3: To learn about the types of surveys.

 

 

24. Which of the following is an example of a self-administered questionnaire?
25. telephone survey
26. door-to-door survey
27. mail survey
28. mall intercept
29. none of the above

 

Ans: C

Difficulty:  Hard

Response:  See pages 116–117

Ref:  Types of Surveys

Learning Objective 5.3: To learn about the types of surveys.

 

 

25. A researcher who wants to use probing should consider using which type of questionnaire?
26. mail
27. Internet
28. telephone
29. none of the above

 

Ans: C

Difficulty:  Medium

Response:  See page 116

Ref:  Types of Surveys

Learning Objective 5.3: To learn about the types of surveys.

 

 

26. To determine how the same group of respondents feels at different points of time, the researcher must use what kind of study?
27. mail
28. Intenet
29. telephone
30. longitudinal

 

Ans: D

Difficulty:  Difficult

Response:  See page 117

Ref:  Types of Surveys

Learning Objective 5.3: To learn about the types of surveys.

 

 

27. __________ is the industrial equivalent of door-to-door interviewing.
28. Mall-intercept interviewing
29. Telephone interviewing
30. Corporate interview
31. Executive interview

 

Ans: D

Difficulty:  easy

Response:  See page 113

Ref:  Types of Surveys

Learning Objective 5.3: To learn about the types of surveys.

 

 

28. What interviews are conducted by running into people in a big shopping area and interviewing them face-to-face?
29. Mall-intercept interviews
30. Door-to-door interviews
31. Executive interviews
32. Random interviews

 

Ans: A

Difficulty:  easy

Response:  See pages 113–114

Ref:  Types of Surveys

Learning Objective 5.3: To learn about the types of surveys.

 

 

29. All of the following are factors that determine the selection of a particular survey method except:
30. Sampling precision
31. Specific, chosen respondents
32. Budget
33. Incidence rate

 

Ans: C

Difficulty:  Medium

Response:  See page 120

Ref:  Determination of Survey Method

Learning Objective 5.4: To gain insight into the factors that determines the choice of particular survey methods.

 

 

30. Which of the following is not a disadvantage of a telephone survey?
31. Respondents cannot be shown anything
32. Limits the type and quantity of information that can be obtained
33. Respondent’s patience is finite over the phone
34. Call screening devices block numbers
35. Too many numbers are unlisted

 

Ans: E

Difficulty:  Medium

Response:  See page 115

Ref:  Determination of Survey Method

Learning Objective 5.4: To gain insight into the factors that determines the choice of particular survey methods.

 

 

31. What refers to the extent to which the questionnaire follows a set sequence or order, has a predetermined wording of questions, and relies on closed-ended question?
32. Arrangement
33. Structure
34. Configuration
35. Organization

 

Ans: B

Difficulty:  Hard

Response:  See page 122

Ref:  Determination of Survey Method

Learning Objective 5.4: To gain insight into the factors that determines the choice of particular survey methods.

 

 

32. A ________________ has the advantage that an interviewer can show, explain, and probe for further answers in a public venue.
33. Mall-intercept interview
34. Call center telephone interview
35. Self administered questionnaire
36. Mail survey

 

Ans: A

Difficulty:  Hard

Response:  See page 121

Ref:  Determination of Survey Method

Learning Objective 5.4: To gain insight into the factors that determines the choice of particular survey methods.

 

 

33. A ________________ has the advantage that a supervisor can monitor the process and excellent samples are obtained. The interviewer will also be able to explain and probe.
34. Mall-intercept interview
35. Call center telephone interview
36. Self administered questionnaire
37. Mail survey

 

Ans: B

Difficulty:  Hard

Response:  See page 121

Ref:  Determination of Survey Method

Learning Objective 5.4: To gain insight into the factors that determines the choice of particular survey methods.

 

 

34. A ________________ has the advantage the interviewer and any associated biases are eliminated. The respondent is not pressured to reply and they can work at their own pace.
35. Mall-intercept interview
36. Call center telephone interview
37. Self administered questionnaire
38. One on One interview

 

Ans: C

Difficulty:  Hard

Response:  See page 121

Ref:  Determination of Survey Method

Learning Objective 5.4: To gain insight into the factors that determines the choice of particular survey methods.

 

 

True /False

 

35. Surveys have a low rate of usage in marketing research compared to other means of data collection.

 

Ans:  False

Difficulty:  Easy

Response:  See page 107

Ref:  Popularity of Survey Research

Learning Objective 5.1: To understand the reasons for the popularity of survey research.

 

 

36. The need to know who, why, and how are the primary reasons behind surveys.

 

Ans:  True

Difficulty:  Easy

Response:  See page 107

Ref:  Popularity of Survey Research

Learning Objective 5.1: To understand the reasons for the popularity of survey research.

 

 

37. A population must be defined before research can begin.

 

Ans:  True

Difficulty:  Easy

Response:  See page 109

Ref:  Popularity of Survey Research

Learning Objective 5.1: To understand the reasons for the popularity of survey research.

 

 

38. The total amount of error in a particular project involving a survey is referred to as random error.

 

Ans:  False

Difficulty:  Hard

Response:  See pages 108

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

39. Door-to-door interviews remain a reliable data collection method.

 

Ans: False

Difficulty: Easy

See Page: 119

Ref: Non-Internet Forms of Survey Research

Learning Objective 5.3: To learn about types of surveys

 

 

40. Most marketing research is completely error free.

 

Ans: False

Difficulty:  Medium

Response:  See pages 107–110

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

41. Measurement error is often a more serious threat to survey accuracy than is random error.

 

Ans: True

Difficulty:  Hard

Response:  See page 110

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

42. Using a phone book as a sampling frame would not result in sampling frame error.

 

Ans:  False

Difficulty:  Hard

Response:  See page 109

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

43. Most of the refusals to participate in a survey occur after the introduction is read.

 

Ans: False

Difficulty:  Hard

Response:  See page 111

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

44. When interviewers falsify data, the type of error introduced is interviewer error.

 

Ans: True

Difficulty:  Medium

Response:  See page 110

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

45. One of the major causes of surrogate information error is failure to properly define the research problem.

 

Ans: True

Difficulty:  Medium

Response:  See page 110

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

46. It is possible for respondents to falsify answers unconsciously.

 

Ans: True

Difficulty:  Hard

Response:  See page 110

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

47. Random-digit dialing enables market researchers to reach households with unlisted phone numbers.

 

Ans: True

Difficulty:  Medium

Response:  See page 114

Ref:  Types of Surveys

Learning Objective 5.3: To learn about the types of surveys.

 

 

48. Inability to probe is a major disadvantage of mail and self-administered interviews.

 

Ans: True

Difficulty:  Medium

Response:  See pages 116–117

Ref:  Types of Surveys

Learning Objective 5.3: To learn about the types of surveys.

 

 

49. Mail surveys are a type of self-administered questionnaire.

 

Ans: True

Difficulty:  Easy

Response:  See pages 116–117

Ref:  Types of Surveys

Learning Objective 5.3: To learn about the types of surveys.

 

 

50. Most current telephone research is biased due to the fact that many people have abandoned land lines in favor of cell phones.

 

Ans: False

Difficulty:  Hard

Response:  See page 114–116

Ref:  Types of Surveys

Learning Objective 5.3: To learn about the types of surveys.

 

 

51. Mail surveys and self-administered questionnaires have the same strengths and weaknesses.

 

Ans: True

Difficulty:  Hard

Response:  See page 114–116

Ref:  Types of Surveys

Learning Objective 5.3: To learn about the types of surveys.

 

 

52. More people participate in mail surveys than in any other type of traditional survey research.

 

Ans: True

Difficulty:  Hard

Response:  See page 117–119

Ref:  Types of Surveys

Learning Objective 5.3: To learn about the types of surveys.

 

 

53. The quality of data is measured in terms of validity and reliability.

 

Ans: True

Difficulty:  Medium

Response:  See page 121

Ref:  Determination of Survey Method

Learning Objective 5.4: To gain insight into the factors that determines the choice of particular survey methods.

 

 

54. If the client needs to have survey results quickly, the Internet is not the best choice.

 

Ans: False

Difficulty:  Medium

Response:  See page 122

Ref:  Determination of Survey Method

Learning Objective 5.4: To gain insight into the factors that determines the choice of particular survey methods.

 

 

55. The length of the survey is an important determinant in whether a respondent will complete it.

 

Ans: True

Difficulty: Medium

Response: See page 122

Ref: Determination of Survey Method

Learning Objective 5.4: To gain insight into the factors that determines the choice of particular survey methods.

 

 

56. The ideal survey length is 2 to 5 minutes.

 

Ans: False

Difficulty: Medium

Response: See page 122

Ref: Determination of Survey Method

Learning Objective 5.4: To gain insight into the factors that determines the choice of particular survey methods.

 

 

57. Taste tests are more likely to be conducted in controlled environments.

 

Ans: True

Difficulty: Medium

Response: See page 120

Ref: Determination of Survey Method

Learning Objective 5.4: To gain insight into the factors that determines the choice of particular survey methods.

 

 

Essay Questions

 

58. What types of error would be most likely in each of the following circumstances?
59. telephone survey using only a telephone book
60. having members of the Dallas Cowboys Cheerleading Squad administer mall intercept interviews
61. asking respondents how much they spend on eating out in a year
62. mail survey of physicians
63. “Please indicate your annual household income.” $ _________________

 

Ans:

1. sample frame error, especially if the telephone book is more than six months old;
2. interviewer bias, in that respondents would become distracted with the appearance of the interviewer;
3. response bias, as the time period is too long for respondents to be able to accurately estimate how much they spent eating out;
4. nonresponse bias, as professionals are the least likely to respond to a survey unless it is something that directly affects them, and mail surveys generally have problems with high nonresponse rates;
5. response bias in the form of deliberate falsification, as the income question produces high refusal rates even when categorized. Asking for the exact amount will result in either refusal or falsification of the amount.

Difficulty:  Hard

Response:  See pages 107–112

Ref:  Types of Errors in Survey Research

Learning Objective 5.2: To learn about the types of errors in survey research.

 

 

59. What are the major factors that determine the selection of a particular survey method?

 

Ans:     The factors are outlined in Exhibit 5.5 with further detail in pages indicated.

Difficulty: Medium

Response: See pages 119–122

Ref: Determination of the Survey Method

Learning Objective 5.4: To gain insight into the factors that determine the choice of

particular survey methods.

 

 

60. A client is contracting with a marketing research supplier concerning a survey that would be answered multiple times over a period of time. Which of the non-Internet forms of survey research would be most appropriate?

 

Ans:     Longitudinal research can best be accomplished via mail panels, as the respondents have usually agreed to participate in a number of surveys over a period of time.  The other non-Internet survey methods do not consist of a sample frame in which the potential respondents have agreed to participate for a period of time.

Difficulty: Medium

Response: See page 119

Ref:  Exhibit 5.4: Non-Internet Forms of Survey Research

Learning Objective 5.4: To gain insight into the factors that determine the choice of

particular survey methods.

 

 

61. A potential marketing research client contacts a supplier about a possible survey. Seems that the client is interested in establishing a snow skiing equipment business in Arkansas surveying and wants to survey Arkie snow skiers to get an estimate on potential.  The consultant tells the potential client that such a survey may not be feasible, or at best would be very time consuming and expensive.  What is the basis of the consultant’s response.

 

Ans:     The researcher’s response is because such a survey would involve a low incidence rate among the target population, Arkie snow skiers.  Hence, in order to get a statistically reliable number of usable responses, the consultant would have to make an unusually large number of contacts.  One would expect the incidence rate to be much higher is states like Colorado and New Mexico, where ski resorts are located.

Difficulty: Hard

Response: See page 122

Ref: Incidence Rate

Learning Objective 5.4: To gain insight into the factors that determine the choice of

particular survey methods.

 

 

62. A research report regarding cell phone use found that:

 

83 percent use their phones to take pictures

64 percent share pictures with others

60 percent play music on their phones

11 percent shop via their phones

20 percent use email on their phones

 

Discuss what else you need to know to make this surveyed information useful.

 

Ans: The researcher would need to detail how the information was gathered, what sampling selection was used and what the response bias might be. Percentages do not offer real world or real number responses. Surveys provide plentiful information, but out of context, it cannot help the company.

 

Difficulty: Hard

Response: See page 122

Ref: Incidence Rate

Learning Objective 5.4: To gain insight into the factors that determine the choice of

particular survey methods.

 

 

63. What type of problem would a researcher encounter if the interviewers are told they can probe using any real world example they want during a mall-intercept interview?

 

Ans:  Sampling precision is an important factor in determining a survey’s success. Interviewers who make up random examples may skew results for the survey particularly if they do not have any controls in place to compare the results.

 

Difficulty: Hard

Response: See page 119

Ref: Incidence Rate

Learning Objective 5.4: To gain insight into the factors that determine the choice of

particular survey methods.