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Essentials of Marketing Research 4Th Edition by Joseph Hair, Jr. - Test Bank
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Essentials of Marketing Research 4Th Edition by Joseph Hair, Jr. - Test Bank

Essentials of Marketing Research 4Th Edition by Joseph Hair, Jr. - 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 …

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Essentials of Marketing Research 4Th Edition by Joseph Hair, Jr. – 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.

 

B. Concepts and relationships that are not directly measurable cannot be studied using quantitative research designs.

 

C. It is easy to collect in-depth data using quantitative research designs.

 

D. They facilitate advanced statistical analysis.

 

E. They cannot produce precise estimates to identify small differences.

 

2. Which of the following is a disadvantage associated with quantitative survey research designs?

A. Concepts and relationships that are not directly measurable cannot be studied using quantitative survey designs.

 

B. It is difficult to attain in-depth data with quantitative survey designs.

 

C. They cannot identify small differences.

 

D. Producing precise estimates can be a problem.

 

E. They do not facilitate advanced statistical analysis.

 

3. Which of the following is true about sampling errors?

A. They are caused by the size of the sample.

 

B. They can be reduced by decreasing the sample volume.

 

C. They cannot be measured statistically.

 

D. They cannot be measured directly.

 

E. They occur when the findings based on the sample and the true values for a population overlap.

 

4. Which of the following is true about nonsampling errors?

A. They are not controllable.

 

B. They can be directly measured.

 

C. They can be minimized by increasing the sample size.

 

D. They occur as a result of the difference between the findings based on the sample and the true values for a population.

 

E. They cannot be statistically measured.

 

5. Which of the following is an advantage of person-administered survey methods?

A. They eliminate the possibility of the interviewer-respondent interaction error.

 

B. They ensure that there are no recording errors.

 

C. Overall cost of data collection using an interviewer is lower than other data collection methods.

 

D. Interviewers can help ensure respondents are screened to represent the target population.

 

E. In-home and in-office interviews are less time consuming.

 

6. When compared with mall-intercept interviews, in-house interviews:

A. are person-administered surveys.

 

B. are face-to-face interviews.

 

C. are conducted in environments that are unfamiliar to respondents.

 

D. are less expensive.

 

E. are less convenient for researchers.

 

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.

 

C. Mall patrons are less likely to be representative of the target population.

 

D. It is relatively less convenient for a researcher.

 

E. Mall-intercept interviews require researchers to spend a lot of time securing a person’s agreement to participate in interviews.

 

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 result in high refusal rates.

 

D. They are more expensive than in-home interviews.

 

E. They use random digit dialing, which adversely affects the ability to generalize survey results.

 

9. Computer-assisted telephone interviewing (CATI) refers to interviews in which:

A. the interviewer reads questions from a computer screen to the respondent and directly keys in the responses.

 

B. the interviewer calls up respondents, sends them an electronic survey, and assists them in completing the form. The respondents return the survey via e-mail.

 

C. computer disks (CDs) are sent to respondents through mail. The respondents complete the survey on their own personal computers and return the CDs to the researcher through mail.

 

D. a computer is used to dial and send a survey to potential respondents through fax. The respondents return the survey via fax or mail.

 

E. the respondents are asked questions through mails.

 

10. Which of the following is an advantage of conducting a wireless phone survey?

A. It allows researchers to use the autodialing feature.

 

B. It ensures that there is no time delay between questions and receipt of responses.

 

C. It provides relatively large sample sizes.

 

D. It is most suitable for research involving long and complex questions.

 

E. It allows researchers to obtain representative samples.

 

11. Which of the following is an advantage of self-administered surveys?

A. They allow researchers to obtain additional in-depth data.

 

B. They eliminate interviewer-respondent bias.

 

C. They eliminate potential response errors.

 

D. They result in high response rates.

 

E. They are quicker in obtaining data than other data collection methods.

 

12. Which of the following statements is true of mail panel surveys?

A. They usually result in low response rates.

 

B. They can be used for longitudinal research.

 

C. The panel cannot be tested prior to a survey.

 

D. They ensure that participants are representative of the target population at large.

 

E. They are person-administered surveys.

 

13. In the context of a drop-off survey, which of the following is true?

A. It is a face-to-face personal interview that takes place in a shopping mall.

 

B. It is a face-to-face structured question-and-answer exchange conducted in a respondent’s home or at times in an office environment.

 

C. In this survey, a representative of the researcher hand-delivers a self-administered questionnaire to selected respondents.

 

D. FCC regulations prevent the use of drop-off surveys.

 

E. In this survey, the researcher arranges for a computer-assisted telephone interview with the respondents.

 

14. Which of the following is a disadvantage of online surveys?

A. They result in high nonresponse bias.

 

B. They result in high cost per completed interview.

 

C. They involve slow data acquisition.

 

D. They prevent the use of visual stimuli.

 

E. They require coding.

 

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.

 

16. Data generalizability is the:

A. extent to which the data is an accurate portrait of a defined target population.

 

B. degree to which a specific question or an investigated issue leads a respondent to give a socially expected response.

 

C. level of preparation required to create an appropriate environment for a respondent.

 

D. degree to which respondents share certain similarities.

 

E. percentage of the general population that is the subject of a market research survey.

 

17. Data precision is the:

A. degree to which a specific question or an investigated issue leads a respondent to give a socially expected response.

 

B. level of preparation required to create an appropriate environment for a respondent.

 

C. degree to which respondents share certain similarities.

 

D. percentage of the general population that is the subject of a market research survey.

 

E. degree of accuracy of a response in relation to some other possible answer.

 

18. _____ is the degree to which a specific survey question leads a respondent to give a socially acceptable response.

A. Incidence rate

 

B. Response rate

 

C. Data generalizability

 

D. Data precision

 

E. Topic sensitivity

 

19. Jenna participates in a face-to-face interview, which is part of a research study on sexually transmitted diseases. When the interviewer asks Jenna if she had any extramarital relationship in the last three years, Jenna lies to the interviewer saying that she does not engage in such relationships. In the context of survey research methods, which of the following characteristics is best exemplified in this scenario?

A. Knowledge level

 

B. Diversity

 

C. Topic sensitivity

 

D. Incidence rate

 

E. Ability to participate

 

20. Incidence rate is the:

A. degree to which a specific question or an investigated issue leads a respondent to give a socially expected response.

 

B. level of preparation required to create an appropriate environment for a respondent.

 

C. degree to which respondents share certain similarities.

 

D. percentage of the general population that is the subject of a market research study.

 

E. degree of accuracy of a response in relation to some other possible answer.

 

21. Unlike descriptive research, causal research requires researchers to:

A. establish a negative relationship between two dependent variables X and Y.

 

B. collect data using experimental designs.

 

C. establish a positive relationship between two independent variables X and Y.

 

D. collect data using surveys.

 

E. frame broad research questions.

 

22. Which of the following is true of independent variables?

A. Their values are directly manipulated by a researcher.

 

B. Their values remain constant throughout an experiment.

 

C. They are also called criterion variables.

 

D. Their values change only with changes in the values of dependent variables.

 

E. They do not affect the outcome of an experiment.

 

23. In the context of experimental research, _____ refers to the extent to which a research design accurately identifies causal relationships.

A. incidence rate

 

B. data generalizability

 

C. external reliability

 

D. topic sensitivity

 

E. internal validity

 

24. Compared to lab experiments, field experiments:

A. are less realistic.

 

B. are more controllable.

 

C. take lesser time to complete.

 

D. are more expensive to conduct.

 

E. are more effective in maintaining secrecy.

 

25. Neptune Inc., a cosmetics company, has come up with a new bodywash. The marketing department of Neptune conducts market research to determine an appropriate price for the product. The representatives of the company go to various malls and sell the product at different prices. The sales volume for each price is measured, and they are compared to determine the optimal price. This is an example of:

A. laboratory experimentation.

 

B. a drop-off survey.

 

C. test marketing.

 

D. a mail panel survey.

 

E. a wireless phone survey.

 

 

True / False Questions

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

True    False

 

27. Sampling error can be reduced by decreasing sample size.

True    False

 

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

True    False

 

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

True    False

 

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

True    False

 

31. Person-administered surveys are less expensive than telephone-administered surveys.

True    False

 

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

True    False

 

33. Telephone surveys are not limited by national borders.

True    False

 

34. Wireless phone surveys are declining in use due to the low percentage of wireless phone usage.

True    False

 

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

True    False

 

36. Online surveys can eliminate the effects of question order on responses because of their ability to randomize the order of questions within a group.

True    False

 

37. In the context of selecting the appropriate survey method, budget determinations are frequently much more arbitrary than researchers would prefer.

True    False

 

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

True    False

 

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

True    False

 

40. In low-incidence situations, personal interview surveys prove to be most effective.

True    False

 

41. In the context of selecting the appropriate survey method, the less detailed the information needed, the higher respondents’ knowledge level must be to get them to participate in a survey.

True    False

 

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

True    False

 

43. Experimental research is primarily a hypothesis-testing method.

True    False

 

44. Field experiments are less expensive to conduct than laboratory experiments.

True    False

 

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

True    False

 

 

Essay Questions

46. Discuss the types of errors in surveys.

 

 

 

 

47. Discuss the drawbacks of wireless phone surveys.

 

 

 

 

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

 

 

 

 

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

 

 

 

 

50. What are the main objectives of test marketing?

 

 

 

 

Chapter 05 Descriptive and Causal Research Designs Answer Key

Multiple Choice Questions

1. Which of the following is true about quantitative survey research designs?

A. They have high response rates.

 

B. Concepts and relationships that are not directly measurable cannot be studied using quantitative research designs.

 

C. It is easy to collect in-depth data using quantitative research designs.

 

D. They facilitate advanced statistical analysis.

 

E. They cannot produce precise estimates to identify small differences.

 

Accessibility: Keyboard Navigation
Difficulty: 2 Medium
Learning Objective: 5.1 Explain the purpose and advantages of survey research designs.
 

 

2. Which of the following is a disadvantage associated with quantitative survey research designs?

A. Concepts and relationships that are not directly measurable cannot be studied using quantitative survey designs.

 

B. It is difficult to attain in-depth data with quantitative survey designs.

 

C. They cannot identify small differences.

 

D. Producing precise estimates can be a problem.

 

E. They do not facilitate advanced statistical analysis.

 

Accessibility: Keyboard Navigation
Difficulty: 2 Medium
Learning Objective: 5.1 Explain the purpose and advantages of survey research designs.
 

 

3. Which of the following is true about sampling errors?

A. They are caused by the size of the sample.

 

B. They can be reduced by decreasing the sample volume.

 

C. They cannot be measured statistically.

 

D. They cannot be measured directly.

 

E. They occur when the findings based on the sample and the true values for a population overlap.

 

Accessibility: Keyboard Navigation
Difficulty: 2 Medium
Learning Objective: 5.1 Explain the purpose and advantages of survey research designs.
 

 

4. Which of the following is true about nonsampling errors?

A. They are not controllable.

 

B. They can be directly measured.

 

C. They can be minimized by increasing the sample size.

 

D. They occur as a result of the difference between the findings based on the sample and the true values for a population.

 

E. They cannot be statistically measured.

 

Accessibility: Keyboard Navigation
Difficulty: 2 Medium
Learning Objective: 5.1 Explain the purpose and advantages of survey research designs.
 

 

5. Which of the following is an advantage of person-administered survey methods?

A. They eliminate the possibility of the interviewer-respondent interaction error.

 

B. They ensure that there are no recording errors.

 

C. Overall cost of data collection using an interviewer is lower than other data collection methods.

 

D. Interviewers can help ensure respondents are screened to represent the target population.

 

E. In-home and in-office interviews are less time consuming.

 

Accessibility: Keyboard Navigation
Difficulty: 2 Medium
Learning Objective: 5.2 Describe the types of survey methods.
 

 

6. When compared with mall-intercept interviews, in-house interviews:

A. are person-administered surveys.

 

B. are face-to-face interviews.

 

C. are conducted in environments that are unfamiliar to respondents.

 

D. are less expensive.

 

E. are less convenient for researchers.

 

Accessibility: Keyboard Navigation
Difficulty: 2 Medium
Learning Objective: 5.2 Describe the types of survey methods.
 

 

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.

 

C. Mall patrons are less likely to be representative of the target population.

 

D. It is relatively less convenient for a researcher.

 

E. Mall-intercept interviews require researchers to spend a lot of time securing a person’s agreement to participate in interviews.

 

Accessibility: Keyboard Navigation
Difficulty: 2 Medium
Learning Objective: 5.2 Describe the types of survey methods.
 

 

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 result in high refusal rates.

 

D. They are more expensive than in-home interviews.

 

E. They use random digit dialing, which adversely affects the ability to generalize survey results.

 

Accessibility: Keyboard Navigation
Difficulty: 2 Medium
Learning Objective: 5.2 Describe the types of survey methods.
 

 

9. Computer-assisted telephone interviewing (CATI) refers to interviews in which:

A. the interviewer reads questions from a computer screen to the respondent and directly keys in the responses.

 

B. the interviewer calls up respondents, sends them an electronic survey, and assists them in completing the form. The respondents return the survey via e-mail.

 

C. computer disks (CDs) are sent to respondents through mail. The respondents complete the survey on their own personal computers and return the CDs to the researcher through mail.

 

D. a computer is used to dial and send a survey to potential respondents through fax. The respondents return the survey via fax or mail.

 

E. the respondents are asked questions through mails.

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.2 Describe the types of survey methods.
 

 

10. Which of the following is an advantage of conducting a wireless phone survey?

A. It allows researchers to use the autodialing feature.

 

B. It ensures that there is no time delay between questions and receipt of responses.

 

C. It provides relatively large sample sizes.

 

D. It is most suitable for research involving long and complex questions.

 

E. It allows researchers to obtain representative samples.

 

Accessibility: Keyboard Navigation
Difficulty: 2 Medium
Learning Objective: 5.2 Describe the types of survey methods.
 

 

11. Which of the following is an advantage of self-administered surveys?

A. They allow researchers to obtain additional in-depth data.

 

B. They eliminate interviewer-respondent bias.

 

C. They eliminate potential response errors.

 

D. They result in high response rates.

 

E. They are quicker in obtaining data than other data collection methods.

 

Accessibility: Keyboard Navigation
Difficulty: 2 Medium
Learning Objective: 5.2 Describe the types of survey methods.
 

 

12. Which of the following statements is true of mail panel surveys?

A. They usually result in low response rates.

 

B. They can be used for longitudinal research.

 

C. The panel cannot be tested prior to a survey.

 

D. They ensure that participants are representative of the target population at large.

 

E. They are person-administered surveys.

 

Accessibility: Keyboard Navigation
Difficulty: 2 Medium
Learning Objective: 5.2 Describe the types of survey methods.
 

 

13. In the context of a drop-off survey, which of the following is true?

A. It is a face-to-face personal interview that takes place in a shopping mall.

 

B. It is a face-to-face structured question-and-answer exchange conducted in a respondent’s home or at times in an office environment.

 

C. In this survey, a representative of the researcher hand-delivers a self-administered questionnaire to selected respondents.

 

D. FCC regulations prevent the use of drop-off surveys.

 

E. In this survey, the researcher arranges for a computer-assisted telephone interview with the respondents.

 

Accessibility: Keyboard Navigation
Difficulty: 2 Medium
Learning Objective: 5.2 Describe the types of survey methods.
 

 

14. Which of the following is a disadvantage of online surveys?

A. They result in high nonresponse bias.

 

B. They result in high cost per completed interview.

 

C. They involve slow data acquisition.

 

D. They prevent the use of visual stimuli.

 

E. They require coding.

 

Accessibility: Keyboard Navigation
Difficulty: 2 Medium
Learning Objective: 5.2 Describe the types of survey methods.
 

 

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.

 

Accessibility: Keyboard Navigation
Difficulty: 3 Hard
Learning Objective: 5.2 Describe the types of survey methods.
 

 

16. Data generalizability is the:

A. extent to which the data is an accurate portrait of a defined target population.

 

B. degree to which a specific question or an investigated issue leads a respondent to give a socially expected response.

 

C. level of preparation required to create an appropriate environment for a respondent.

 

D. degree to which respondents share certain similarities.

 

E. percentage of the general population that is the subject of a market research survey.

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.3 Discuss the factors influencing the choice of survey methods.
 

 

17. Data precision is the:

A. degree to which a specific question or an investigated issue leads a respondent to give a socially expected response.

 

B. level of preparation required to create an appropriate environment for a respondent.

 

C. degree to which respondents share certain similarities.

 

D. percentage of the general population that is the subject of a market research survey.

 

E. degree of accuracy of a response in relation to some other possible answer.

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.3 Discuss the factors influencing the choice of survey methods.
 

 

18. _____ is the degree to which a specific survey question leads a respondent to give a socially acceptable response.

A. Incidence rate

 

B. Response rate

 

C. Data generalizability

 

D. Data precision

 

E. Topic sensitivity

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.3 Discuss the factors influencing the choice of survey methods.
 

 

19. Jenna participates in a face-to-face interview, which is part of a research study on sexually transmitted diseases. When the interviewer asks Jenna if she had any extramarital relationship in the last three years, Jenna lies to the interviewer saying that she does not engage in such relationships. In the context of survey research methods, which of the following characteristics is best exemplified in this scenario?

A. Knowledge level

 

B. Diversity

 

C. Topic sensitivity

 

D. Incidence rate

 

E. Ability to participate

 

Accessibility: Keyboard Navigation
Difficulty: 3 Hard
Learning Objective: 5.3 Discuss the factors influencing the choice of survey methods.
 

 

20. Incidence rate is the:

A. degree to which a specific question or an investigated issue leads a respondent to give a socially expected response.

 

B. level of preparation required to create an appropriate environment for a respondent.

 

C. degree to which respondents share certain similarities.

 

D. percentage of the general population that is the subject of a market research study.

 

E. degree of accuracy of a response in relation to some other possible answer.

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.3 Discuss the factors influencing the choice of survey methods.
 

 

21. Unlike descriptive research, causal research requires researchers to:

A. establish a negative relationship between two dependent variables X and Y.

 

B. collect data using experimental designs.

 

C. establish a positive relationship between two independent variables X and Y.

 

D. collect data using surveys.

 

E. frame broad research questions.

 

Accessibility: Keyboard Navigation
Difficulty: 2 Medium
Learning Objective: 5.4 Explain experiments and the types of variables used in causal designs.
 

 

22. Which of the following is true of independent variables?

A. Their values are directly manipulated by a researcher.

 

B. Their values remain constant throughout an experiment.

 

C. They are also called criterion variables.

 

D. Their values change only with changes in the values of dependent variables.

 

E. They do not affect the outcome of an experiment.

 

Accessibility: Keyboard Navigation
Difficulty: 2 Medium
Learning Objective: 5.4 Explain experiments and the types of variables used in causal designs.
 

 

23. In the context of experimental research, _____ refers to the extent to which a research design accurately identifies causal relationships.

A. incidence rate

 

B. data generalizability

 

C. external reliability

 

D. topic sensitivity

 

E. internal validity

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.4 Explain experiments and the types of variables used in causal designs.
 

 

24. Compared to lab experiments, field experiments:

A. are less realistic.

 

B. are more controllable.

 

C. take lesser time to complete.

 

D. are more expensive to conduct.

 

E. are more effective in maintaining secrecy.

 

Accessibility: Keyboard Navigation
Difficulty: 2 Medium
Learning Objective: 5.4 Explain experiments and the types of variables used in causal designs.
 

 

25. Neptune Inc., a cosmetics company, has come up with a new bodywash. The marketing department of Neptune conducts market research to determine an appropriate price for the product. The representatives of the company go to various malls and sell the product at different prices. The sales volume for each price is measured, and they are compared to determine the optimal price. This is an example of:

A. laboratory experimentation.

 

B. a drop-off survey.

 

C. test marketing.

 

D. a mail panel survey.

 

E. a wireless phone survey.

 

Accessibility: Keyboard Navigation
Difficulty: 2 Medium
Learning Objective: 5.5 Define test marketing and evaluate its usefulness in marketing research.
 

 

True / False Questions

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

TRUE

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.1 Explain the purpose and advantages of survey research designs.
 

 

27. Sampling error can be reduced by decreasing sample size.

FALSE

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.1 Explain the purpose and advantages of survey research designs.
 

 

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

TRUE

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.1 Explain the purpose and advantages of survey research designs.
 

 

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

FALSE

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.1 Explain the purpose and advantages of survey research designs.
 

 

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

TRUE

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.2 Describe the types of survey methods.
 

 

31. Person-administered surveys are less expensive than telephone-administered surveys.

FALSE

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.2 Describe the types of survey methods.
 

 

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

TRUE

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.2 Describe the types of survey methods.
 

 

33. Telephone surveys are not limited by national borders.

FALSE

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.2 Describe the types of survey methods.
 

 

34. Wireless phone surveys are declining in use due to the low percentage of wireless phone usage.

FALSE

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.2 Describe the types of survey methods.
 

 

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

FALSE

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.2 Describe the types of survey methods.
 

 

36. Online surveys can eliminate the effects of question order on responses because of their ability to randomize the order of questions within a group.

TRUE

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.2 Describe the types of survey methods.
 

 

37. In the context of selecting the appropriate survey method, budget determinations are frequently much more arbitrary than researchers would prefer.

TRUE

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.3 Discuss the factors influencing the choice of survey methods.
 

 

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

TRUE

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.3 Discuss the factors influencing the choice of survey methods.
 

 

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

FALSE

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.3 Discuss the factors influencing the choice of survey methods.
 

 

40. In low-incidence situations, personal interview surveys prove to be most effective.

FALSE

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.3 Discuss the factors influencing the choice of survey methods.
 

 

41. In the context of selecting the appropriate survey method, the less detailed the information needed, the higher respondents’ knowledge level must be to get them to participate in a survey.

FALSE

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.3 Discuss the factors influencing the choice of survey methods.
 

 

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

TRUE

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.4 Explain experiments and the types of variables used in causal designs.
 

 

43. Experimental research is primarily a hypothesis-testing method.

TRUE

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.4 Explain experiments and the types of variables used in causal designs.
 

 

44. Field experiments are less expensive to conduct than laboratory experiments.

FALSE

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.4 Explain experiments and the types of variables used in causal designs.
 

 

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

TRUE

 

Accessibility: Keyboard Navigation
Difficulty: 1 Easy
Learning Objective: 5.5 Define test marketing and evaluate its usefulness in marketing research.
 

 

Essay Questions

46. Discuss the types of errors in surveys.

Survey research errors can be classified as being either sampling or nonsampling errors. Sampling error is the difference between the findings based on a sample and the true values for the 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: 2 Medium
Learning Objective: 5.1 Explain the purpose and advantages of survey research designs.
 

 

47. Discuss the drawbacks of wireless phone surveys.

There are certain drawbacks of wireless phone surveys. First, FCC regulations prevent the use of autodialing. Thus, when potential respondents are called, each one must be dialed by hand. Second, wireless phone respondents may incur a cost when taking a survey. Third, wireless phone respondents could 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. Safety is a potential issue since the respondents could be driving when they get the call from researchers.

 

Difficulty: 2 Medium
Learning Objective: 5.2 Describe the types of survey methods.
 

 

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

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: 2 Medium
Learning Objective: 5.2 Describe the types of survey methods.
 

 

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

Independent variables are variables whose values are directly manipulated by a 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 a researcher does not allow to vary freely or systematically with independent variables; control variables should not change as an independent variable is manipulated.
Extraneous variables are any variables that experimental researchers do not measure or control that may affect a dependent variable.

 

Difficulty: 1 Easy
Learning Objective: 5.4 Explain experiments and the types of variables used in causal designs.
 

 

50. What are the main objectives of test marketing?

Test marketing, often referred to as a controlled field experiment, has three broad applications in marketing research. First, test marketing has long been used to pilot test new product introductions or product modifications. This approach tests a product on a small-scale basis with realistic market conditions to determine if the product is likely to be successful in a national launch. Second, test marketing is used to explore different options of marketing mix elements. Different marketing plans, using different variations of marketing mix elements, are tested and evaluated relative to the likely success of a particular product. Third, product weaknesses or strengths or inconsistencies in the marketing strategies are frequently examined in test marketing. In sum, the main objectives of test marketing are to predict sales, identify possible customer reactions, and anticipate adverse consequences of marketing programs. Test marketing measures the sales potential of a product or service and evaluates variables in the marketing mix.

 

Difficulty: 2 Medium
Learning Objective: 5.5 Define test marketing and evaluate its usefulness in marketing research.
 

 

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