0MA 4.12-4.13 Review- TEST on THURSDAY (A)/FRIDAY(B)
1. What is the advantage in using personal interviews to collect marketing data?
A. Biased interviewer
B. Slow collection rate
C. Limited interaction
D. High flexibility
2. What is a common method of collecting research data that often involves the use of questionnaires?
A. Case study
B. Mail survey
C. Message board
D. Behavior chart
3. Which of the following is a characteristic of unstructured observation:
A. Often records a variety of behaviors
B. Uses standard checklists to document behavior
C. Requires the use of surveillance equipment
D. Most often limits observer with specific guidelines
4. What data-collection method can be used to obtain product information during the point-of-purchase process?
A. Volume-tracking scanner
B. Photographic scanner
C. E-mail survey
D. Statistical survey
5. What is an example of a marketing-research method that is used to collect primary data?
A. Customer survey
B. Census data
C. Trade-journal article
D. External reports
6. What is the most appropriate data-collection method to use when a business wants to determine how its employees interact with
customers?
A. Experiment
B. Observation
C. Employee survey
D. Telephone interview
7. How can ill-designed questionnaires affect survey participants?
A. Can make them question the survey's purpose
B. Can decrease their response rate
C. Can decrease their desire to answer personal questions
D. Can make them take their time to complete the survey
8. To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the
interviewers are
A. open, friendly, and nonjudgmental.
B. approachable, opinionated, and organized.
C. consistent, biased, and aggressive.
D. courteous, passive, and distant.
9. What type of scale is a firm using when a survey format has a seven-point rating system consisting of opposite adjectives on each
end of the scale?
A. Semantic differential
B. Likert
C. Stapel
D. Random rating
10. When should researchers ask potentially sensitive questions during an interview?
A. Toward the end of the interview
B. At the beginning of the inventory to get them out of the way
C. Throughout the interview
D. At the mid-point of the interview to allow time for the reearcher to build rapport
11. The SBU Company developed a survey in which respondents are provided the same number of favorable and unfavorable rating
options. What type of scale has this survey used?
A. Sequential
B. Continious
C. Spliced
D. Balanced
12. Which of the following is a rating scale that allows marketing researchers to determine respondents' feelings:
A. Variable
B. Likert
C. Comparative
D. Attribute