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Marketing Research: Within a Changing Information Environment, 2/e
Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida

Descriptive Research Designs: Survey Methods and Errors

Multiple Choice Quiz


Quantitative survey research methods:
A)are used to make accurate predictions about relationships between market factors and consumer behaviors.
B)aid in understanding those relationships and differences.
C)assist in verifying and validating existing relationships.
D)focus on standardized raw data useful in researching the how, what, where, who, and when aspects of market factors and conditions.
E)all of the above

All of the following are advantages of survey methods except:
A)large sample sizes increase generalizability of results.
B)ability to easily crate detailed, in-depth data structures.
C)ability to distinguish small differences.
D)ease of administering and recording questions and answers.
E)ability of using advanced statistical analysis:

All of the following are disadvantages of survey methods except:
A)difficulty of developing accurate survey instruments.
B)limits to the in-depth detail of data structures.
C)inability to apply advanced statistical analysis.
D)difficulty in assessing respondent truthfulness.
E)problems of timeliness and potentially low response rates.

The X-Cel Corporation often conducts personal interviews at various mall locations in its major target markets. The firm's efforts would be best described as a(n):
A)mall-intercept interview.
B)purchase-intercept interview.
C)drop-off survey.
D)self-administered survey.
E)person-administered interview.

The X-Cel Corporation desires to investigate the motivations of shoppers who purchase their products. Which of the following approaches allow the firm to focus most specifically upon current buyers?
A)mall intercept interviews
B)drop-off surveys
C)self-administered surveys
D)purchase-intercept interviews
E)telephone interviews

All of the following are advantages of telephone interviews except:
A)fast data collection
B)ease of supervision
C)low cost
D)ease of generating large volumes of data
E)ability to collect in-depth information relevant to all types of research concerns.

The practice of “sugging” is best described as a technique uses in:
A)telephone research.
B)mall intercepts.
C)purchase intercepts.
E)executive interviews.

Which of the following telephone interview techniques best assures that all telephones in a specified target area have an equal chance of being selected?
A)plus-one dialing
B)random digit dialing
C)full-coverage dialing
D)automated dialing
E)systematic random digit dialing

The X-Cel Corporation has announced that it will implement the very latest in computerized research systems. The firm is planning to implement a ______________ system
B)random-digit dialing
E)systematic random-digit dialing

The most common type of self-administered survey is the:
A)direct mail survey.
B)mail panel survey.
C)telephone interview.
D)drop-off surveys.
E)online survey methods.

The X-Cel Corporation feels that simulation offers the best way to assess potential store layouts, packaging, and pricing. Which of the following techniques may best allow the firm to accomplish these goals while avoiding the problems of small samples and the costs of constructing physical props?
A)telephone interviews
B)self-administered surveys
C)virtual reality research
E)purchase intercepts

Situational factors of importance in the selection of a survey method include:
A)available financial and personnel resources.
B)the required completion date.
C)the depth and breadth of data required.
D)the level of generalizability required.
E)all of the above.

The choice of the survey method used to collect raw data will be influenced by such task characteristics as:
A)task difficulty.
B)stimuli needed to elicit responses.
C)the amount of information needed/respondent.
D)the sensitivity of the research topic.
E)all of the above.

Ideally, survey respondents would rank “high” on all of the following characteristics except:
A)incident rate.
B)diversity rate.
C)ability to participate.
D)willingness to participate.
E)knowledge to participate.

Increasing the size of the sample will impact most favorably upon:
A)construct development error.
B)non-response error.
C)random sampling error.
D)data analysis error.
E)survey instrument design error.