Essentials Of Marketing Research 3rd Edition by Hair -Test Bank

Essentials Of Marketing Research 3rd Edition by Hair -Test Bank

 

Instant Download – Complete Test Bank With Answers

 

 

Sample Questions Are Posted Below

 

Chapter 05

Descriptive and Causal Research Designs

 

Multiple Choice Questions

 

1. Which of the following is true about quantitative survey research designs?
   A. They have high response rates.
2. Concepts and relationships that are not directly measurable cannot be studied using quantitative research designs.
3. It is easy to collect in-depth data using quantitative research designs.
4. They facilitate advanced statistical analysis.
5. They cannot produce precise estimates.

Answer: D

Difficulty: Medium

Page: 109

2. Which of the following is a disadvantage associated with quantitative survey research designs?
3. Concepts and relationships that are not directly measurable cannot be studied using quantitative survey designs.
4. It is difficult to attain in-depth data with quantitative survey designs.
5. They cannot identify small differences.
6. Producing precise estimates can be a problem.
7. They do not facilitate advanced statistical analysis.

Answer: B

Difficulty: Medium

Page: 109

3. Which of the following is true about sampling errors?
4. They are caused by the size of the sample.
5. They can be reduced by decreasing the sample volume.
6. They cannot be measured statistically.
7. They cannot be measured directly.
8. They occur when the findings based on the sample and the true values for a population overlap.

Answer: A

Difficulty: Medium

Page: 109

4. Which of the following is true about nonsampling errors?
5. They are not controllable.
6. They can be directly measured.
7. They can be minimized by increasing the sample size.
8. They are the result of a difference between the findings based on the sample and the true values for a population.
9. They cannot be statistically measured.

Answer: E

Difficulty: Medium

Page: 110

5. Which of the following is an advantage of person-administered survey methods?
6. They eliminate the possibility of the interviewer-respondent error.
7. They ensure that there are no recording errors.
8. Overall cost of data collection using an interviewer is lower than other data collection methods.
9. Interviewers can help ensure respondents are screened to represent the target population.
10. In-home and in-office interviews are less time consuming.

Answer: D

Difficulty: Medium

Page: 112

6. While giving responses to a survey, a respondent discovered that the interviewer nodded her head whenever he expressed a favorable opinion about the issue being discussed. Sensing that the interviewer wanted to hear positive things, he started distorting his responses to please the interviewer. This major disadvantage of person-administered surveys is referred to as:
   A. nonresponse error.
   B. gender bias.
   C. interviewer-respondent interaction error.
   D. drop-off survey error.
   E. respondent desirability bias.

Answer: C

Difficulty: Medium

Page: 112

7. Which of the following is a disadvantage of the mall-intercept interview method?
   A. It is more expensive than an in-home interview.
   B. It is more time consuming than an in-home interview.
8. Mall patrons are less likely to be representative of the target population.
   D. It is relatively less convenient for the researcher.
9. Respondents are less truthful in their responses when answering questions face-to-face.

Answer: C

Difficulty: Medium

Page: 112

8. Which of the following is a disadvantage of telephone interviews?
   A. They make the supervision of interviewers difficult.
   B. They are more time consuming than in-home interviews.
   C. They make certain questions seem more complex.
   D. They are more expensive than in-home interviews.
   E. It is difficult for interviewers to ensure quality control when using this method.

Answer: C

Difficulty: Medium

Page: 113

9. Computer-assisted telephone interviewing (CATI) refers to interviews in which:
   A. the interviewer reads the respondent questions from a computer screen and directly keys in the responses.
   B. the interviewer calls up respondents, sends them an electronic survey, and assists them in completing the form. Respondents return the survey via e-mail.
   C. computer disks are mailed to respondents. The respondent completes the survey on their own computer, and returns the disk to the researcher via the mail.
   D. a computer is used to dial and send a survey to a potential respondent via fax. The respondent returns the survey via fax or mail.
   E. the respondents are asked questions through mails.

Answer: A

Difficulty: Easy

Page: 113

10. Which of the following is an advantage associated with conducting a wireless phone survey?
11. Researchers can use autodialing to call people.
    B. Respondents do not incur an expense to receive the call.
    C. It provides relatively large sample sizes.
12. It is most suitable for research involving long and complex questions.
13. It is less time consuming.

Answer: E

Difficulty: Medium

Page: 114

11. Compared to person-administered surveys, self-administered surveys have:
    A. higher cost per survey.
    B. the advantage of respondent control.
    C. greater interviewer-respondent bias.
    D. higher response rates.
    E. the advantage of efficient monitoring.

Answer: B

Difficulty: Medium

Page: 115

12. Which of the following statements is true regarding mail panel surveys?
    A. They usually result in low response rates.
    B. They can be used for longitudinal surveys.
    C. The panel cannot be tested prior to the survey.
    D. They ensure that participants are representative of the target population at large.
13. They are person-administered surveys.

Answer: B

Difficulty: Medium

Page: 116

13. In the context of the drop-off survey, which of the following is true?
14. It is a face-to-face personal interview that takes place in a shopping mall.
15. It is a face-to-face structured question-and-answer exchange conducted in the respondent’s home or at times in office environments.
16. In this survey, a representative of the researcher hand-delivers a self-administered questionnaire to selected respondents.
17. FCC regulations prevent the use of drop-off surveys.
18. In this survey, the researchers arrange for a computer-assisted telephone interview with the respondents.

Answer: C

Difficulty: Medium

Page: 116

14. Which of the following is a disadvantage of the online survey method?
15. The probability of the occurrence of the nonresponse bias is high.
16. They prove to be more expensive per respondent than other survey methods.
17. They cannot randomize the order of questions within a group.
18. Coding is mandatory for online resources which complicates things.
19. They are very time consuming due to which quick data collection is not possible.

Answer: A

Difficulty: Medium

Page: 117

15. Assume that respondents aged 70 or older are only one-third as likely to be in an Internet sample as their actual incidence in the population. Using the propensity scoring method, their responses would be:
    A. excluded from the sample to avoid any potential bias.
    B. included as is (only once) to keep the data truly representative.
    C. counted three times in the sample.
    D. included selectively (about one-third of the time) in the sample.
    E. included alternatively.

Answer: C

Difficulty: Hard

Page: 118

16. Data generalizability is the:
17. degree to which the data is an accurate portrait of the target population.
    B. degree to which a specific question or investigated issue leads the respondent to give a socially expected response.
    C. level of preparation required to create an appropriate environment for the respondent.
    D. degree to which respondents share certain similarities.
    E. percentage of the general population that is the subject of the market research.

Answer: A

Difficulty: Easy

Page: 119

17. Data precision is the:
18. degree to which a specific question or investigated issue leads the respondent to give a socially expected response.
    B. level of preparation required to create an appropriate environment for the respondent.
    C. degree to which respondents share certain similarities.
    D. percentage of the general population that is the subject of the market research.
19. degree of accuracy of a response in relation to some other possible answer.

Answer: E

Difficulty: Easy

Page: 119

18. Topic sensitivity is the:
19. respondent’s inclination or disposition to share his/her thoughts.
20. level of preparation required to create an appropriate environment for the respondent.
    C. degree to which respondents share certain similarities.
    D. percentage of the general population that is the subject of the market research.
21. degree to which a specific survey question leads the respondent to give a socially acceptable response.

Answer: E

Difficulty: Easy

Page: 120

 

19. Given the problem of topic sensitivity, which of the following activities is likely to be overreported in a face-to-face interaction?
    A. Gambling behavior
    B. Visiting pornographic websites
    C. Contributions to charity
    D. Cigarette smoking
    E. Alcohol consumption

Answer: C

Difficulty: Medium

Page: 120

 

20. Incidence rate is the:
21. degree to which a specific question or investigated issue leads the respondent to give a socially expected response.
    B. level of preparation required to create an appropriate environment for the respondent.
    C. degree to which respondents share certain similarities.
    D. percentage of the general population that is the subject of the market research.
22. degree of accuracy of a response in relation to some other possible answer.

Answer: D

Difficulty: Easy

Page: 120

21. Which of the following is true of independent variables?
22. Their values are directly manipulated by the researcher.
23. Their values remain constant throughout an experiment.
24. They are also called criterion variables.
25. The value of independent variables changes only with change in the value of dependent variables.
26. They do not affect the outcome of an experiment.

Answer: A

Difficulty: Medium

Page: 122

 

22. A manager is interested in studying if there is a relationship between the gender of the order-taker and the amount of food ordered. The researcher conducts his experiment in a fast food store for two consecutive days, Monday and Tuesday, between 1.00 p.m. and 4.00 p.m. He calculates the number of orders placed on Monday when the order-taker is a female and the number of orders placed on Tuesday when the order-taker is a male. In this situation, the dependent variable is:
    A. the gender of the order-taker.
    B. the time period during which the orders were recorded.
    C. the store at which the experiment was done.
    D. the total dollar amount of orders taken on each day.
    E. the day of the week when the data was collected.

Answer: D

Difficulty: Hard

Page: 122

23. External validity is the:
    A. extent to which a causal relationship found in a study can be expected to be true for the entire defined target population.
    B. degree to which a specific question leads the respondent to give a socially expected response.
    C. level of preparation required to create an appropriate environment for the respondent.
    D. degree to which respondents share certain similarities.
    E. percentage of the general population that is the subject of the market research.

Answer: A

Difficulty: Easy

Page: 125

24. Compared to lab experiments, field experiments:

1. are less realistic.
   B. are more controllable.
   C. take lesser time to complete.
   D. more expensive to conduct.
   E. are more effective in maintaining secrecy.

Answer: D

Difficulty: Medium

Page: 126

 

25. Neptune Inc., a cosmetics company, has come up with a new body wash. The marketing department of the company conducts a research to determine an appropriate price for the product. The representatives of the company are sent to various malls and are asked to sell the products at different rates. Subsequently, the sales volume is measured. This is an example of:
26. laboratory experimentation.
27. a drop-off survey.
28. test marketing.
29. a mail panel survey.
30. a wireless phone survey.

Answer: C

Difficulty: Medium

Page: 126

True/False Questions

26. If the research objective is to determine whether differences exist between groups, it is advisable to use descriptive research designs.
    Answer: True

Difficulty: Medium

Page: 108

 

27. Sampling error can be reduced by decreasing the sample size.
    Answer: False

Difficulty: Medium

Page: 109

28. Nonresponse error is a systematic bias that occurs when the final sample differs from the planned sample.

Answer: True

Difficulty: Easy

Page: 110

29. When respondents provide wrong answers due to impaired memory, then it leads to a nonresponse error.
    Answer: False

Difficulty: Medium

Page: 110

30. In-home interviewing may be completed through door-to-door canvassing of geographic areas.
    Answer: True

Difficulty: Easy

Page: 111

 

31. In person-administered surveys, the possibility of the interviewer recording incorrect responses is very low.
    Answer: False

Difficulty: Medium

Page: 112

 

32. Telephone interviews facilitate interviews with respondents across a wide geographic area
    Answer: True

Difficulty: Easy

Page: 113

 

33. Telephone surveys are not limited by national borders.

Answer: False

Difficulty: Medium

Page: 113

 

34. Wireless phone surveys are growing in use due to the rapid decline in landline phone penetration.

Answer: True

Difficulty: Medium

Page: 114

 

35. Wireless phone surveys are most suitable for research that involves long and/or complex questions and responses.

Answer: False

Difficulty: Medium

Page: 115

 

36. Online surveys can eliminate the effects of question order on responses because of their ability to randomize the order of questions.
    Answer: True

Difficulty: Medium

Page: 116-117

 

37. The budget is usually the sole determinant of the survey method.
    Answer: False

Difficulty: Easy

Page: 118

 

38. Long time frames give researchers the luxury of selecting the method that will produce the highest quality data.

Answer: True

Difficulty: Easy

Page: 118

 

39. Data that are generalizable cannot be accurately projected to the target population.

Answer: False

Difficulty: Medium

Page: 119

 

40. In low incidence situations, personal interview surveys prove to be most effective.
    Answer: False

Difficulty: Medium

Page: 121

 

41. The ability to participate refers to the respondent’s ability to give the accurate response.
    Answer: False

Difficulty: Easy

Page: 121

 

42. Questions examining causal relationships between variables are framed with the focus being on the specific impact one variable causes on another variable.
    Answer: True

Difficulty: Easy

Page: 123

 

43. Experimental research is primarily a hypothesis-testing method.
    Answer: True

Difficulty: Easy

Page: 124

44. External validity refers to the extent to which the research design accurately identifies causal relationships.
    Answer: False

Difficulty: Easy

Page: 125

45. Test marketing is the most common type of field experiment.
    Answer: True

Difficulty: Easy

Page: 126

 

Essay Questions

46. Discuss the commonly occurring survey research errors.

Answer: Survey research errors can be classified as being either sampling or nonsampling errors. Sampling error is the difference between the findings based on the sample and the true values for a population. Sampling error is caused by the method of sampling used and the size of the sample. It can be reduced by increasing sample size and using the appropriate sampling method.

Errors that occur in survey research design not related to sampling are called nonsampling errors. Most types of nonsampling errors are from four major sources: respondent error, measurement/questionnaire design errors, incorrect problem definition, and project administration errors. Nonsampling errors have several characteristics. First, they tend to create “systematic variation” or bias in the data. Second, nonsampling errors are controllable. They are the result of some human mishap in either design or survey execution. Third, unlike random sampling error that can be statistically measured, nonsampling errors cannot be directly measured. Finally, one nonsampling error can create other nonsampling errors. That is, one type of error, such as a poorly worded question, causes respondent mistakes. Thus, nonsampling errors reduce the quality of the data being collected and the information being provided to the decision maker.

Difficulty: Medium

Page: 109-110

47. Discuss the drawbacks associated with wireless phone surveys.

Answer: There are certain drawbacks associated with wireless phone surveys. First, FCC regulations prevent the use of autodialing which makes it necessary for researchers to manually dial each number. Second, because the receiver of the call is incurring a cost, they may not like receiving such calls. Third, the cell phone receiver may be anywhere when they are called, meaning they are likely to be distracted by other activities, and may disconnect in the middle of the call.

Difficulty: Medium

Page: 114

48. Discuss some of the major advantages of online surveys.

Answer: Online (or Internet) surveys have some major advantages over other survey methods. They allow for randomization of questions, help avoid the problem of missing data, support improved graphics and animation capabilities to engage respondents, and gather data in real time. Online surveys are also less expensive per respondent and can be used to collect data from hard-to-reach samples.

Difficulty: Medium

Page: 116-117

 

49. Define independent variables, dependent variables, control variables, and extraneous variables.

Answer: Independent variables are variables whose values are directly manipulated by the researcher.
Dependent variables are measures of effects or outcomes that occur as a result of changes in levels of the independent or causing variable(s).
Control variables are variables that the researcher does not allow to vary freely or systematically with independent variables; control variables should not change as the independent variable is manipulated.
Extraneous variables are any variables that experimental researchers do not measure or control that may affect the dependent variable.

Difficulty: Easy

Page: 122-124

50. What are the main objectives of test marketing?

Answer: Just as in an experiment, the objective of test marketing is to study causal relationships between variables. It is used to assess customer attitudes toward a new product and other marketing strategies. Its objectives are to predict sales, identify customer reactions, and anticipate adverse consequences of marketing programs.

Difficulty: Easy

Page: 126-127