MKT 352 GVSU - Exam 3 Study Guide
Question and answers correctly
solved 2025/2026
Aubrey is conducting a research study for a marketing firm. After examining the requirements to achieve
the research objectives, she determines that to get the required information, she cannot use the
observation method. Instead, she decides to conduct a mail survey. Which step of the questionnaire
design process is Aubrey most likely in? - correct answer ✔Selecting the appropriate data collection
method
On a survey, a student comes across a question that asks "To what extent did you find marketing and
accounting courses useful?" This question is (most closely) an example of a(n) - correct answer
✔double-barreled question.
________ are open-ended questions that enable respondents to reply in their own words. - correct
answer ✔Unstructured questions
Which of the following is true of structured questions? - correct answer ✔They are easier for
respondents to answer than are unstructured questions.
Which of the following is true of a pretest? - correct answer ✔The final version of a questionnaire is
evaluated using a pretest.
________ is present in survey responses when the answers given by respondents to the independent
and dependent variable questions are highly correlated. - correct answer ✔Common methods variance
In questionnaires, screening questions are used to - correct answer ✔prevent unqualified respondents
from being included in the study.
, Which of the following statements is true of the role of cover letters? - correct answer ✔They are
designed to enhance respondents' willingness to complete surveys.
Which of the following statements is true of the role of quotas in surveys? - correct answer ✔They are
used to ensure that data are collected from the correct respondents.
Equipment and facility requirements are typically mentioned in the - correct answer ✔supervisor
instruction form.
Qualitative research is often superior to quantitative research when the purpose of a research project is
to - correct answer ✔better understand a psychoanalytical phenomenon.
The difference between quantitative and qualitative analyses is that - correct answer ✔qualitative data
analysis is largely inductive.
Which of the following is true about qualitative analysis? - correct answer ✔Qualitative analysis
employs member checking.
Credibility is best defined as the - correct answer ✔degree of rigor, believability, and trustworthiness
established by qualitative research.
A researcher reads transcripts from a study and categorizes the data. The researcher then arranges
similar responses together. This process is referred to as - correct answer ✔data reduction.
In the context of qualitative data analysis, a document that lists the different themes or categories for a
particular study is called a - correct answer ✔code sheet.
Which of the following is true of memoing? - correct answer ✔It involves writing down thoughts as
soon as possible after each interview, focus group, or site visit.
Question and answers correctly
solved 2025/2026
Aubrey is conducting a research study for a marketing firm. After examining the requirements to achieve
the research objectives, she determines that to get the required information, she cannot use the
observation method. Instead, she decides to conduct a mail survey. Which step of the questionnaire
design process is Aubrey most likely in? - correct answer ✔Selecting the appropriate data collection
method
On a survey, a student comes across a question that asks "To what extent did you find marketing and
accounting courses useful?" This question is (most closely) an example of a(n) - correct answer
✔double-barreled question.
________ are open-ended questions that enable respondents to reply in their own words. - correct
answer ✔Unstructured questions
Which of the following is true of structured questions? - correct answer ✔They are easier for
respondents to answer than are unstructured questions.
Which of the following is true of a pretest? - correct answer ✔The final version of a questionnaire is
evaluated using a pretest.
________ is present in survey responses when the answers given by respondents to the independent
and dependent variable questions are highly correlated. - correct answer ✔Common methods variance
In questionnaires, screening questions are used to - correct answer ✔prevent unqualified respondents
from being included in the study.
, Which of the following statements is true of the role of cover letters? - correct answer ✔They are
designed to enhance respondents' willingness to complete surveys.
Which of the following statements is true of the role of quotas in surveys? - correct answer ✔They are
used to ensure that data are collected from the correct respondents.
Equipment and facility requirements are typically mentioned in the - correct answer ✔supervisor
instruction form.
Qualitative research is often superior to quantitative research when the purpose of a research project is
to - correct answer ✔better understand a psychoanalytical phenomenon.
The difference between quantitative and qualitative analyses is that - correct answer ✔qualitative data
analysis is largely inductive.
Which of the following is true about qualitative analysis? - correct answer ✔Qualitative analysis
employs member checking.
Credibility is best defined as the - correct answer ✔degree of rigor, believability, and trustworthiness
established by qualitative research.
A researcher reads transcripts from a study and categorizes the data. The researcher then arranges
similar responses together. This process is referred to as - correct answer ✔data reduction.
In the context of qualitative data analysis, a document that lists the different themes or categories for a
particular study is called a - correct answer ✔code sheet.
Which of the following is true of memoing? - correct answer ✔It involves writing down thoughts as
soon as possible after each interview, focus group, or site visit.
