UARK MKTG Research Test 2 Jensen
questions well answered graded A+
Quantitative Descriptive Research - correct answer ✔✔ Survey: info obtained by questioning
respondents
Observation: info obtained by observing behavior or phenomena
Survey method - correct answer ✔✔ a structured questionnaire given to a population sample
and designed to elicit specific info from respondents
-questions regarding behavior, intentions, attitudes, awareness, motivations, and demographic
and lifestyle characteristics
Structured data collection - correct answer ✔✔ use of a formal questionnaire that presents
questions in a prearranged order
Fixed-alternative questions - correct answer ✔✔ questions that require respondents to chose
from a set of predetermined answers
Advantages of survey method/research - correct answer ✔✔ -Easy to administer
-Reliability: reduces variability in the results
-Simplifies coding, analysis, and interpretation of data
Disadvantages of survey method/research - correct answer ✔✔ -respondents may be unwilling
or unable to provide desired info
-structured data collection involving a questionnaire with fixed-response choices may result in a
loss of validity for certain types of data, such as beliefs and feelings
-properly wording questions is not easy
,Telephone Interviews - correct answer ✔✔ phoning a sample of respondents and asking them a
series of questions.
Personal In-Home interviews - correct answer ✔✔ respondents are interviewed face-to-face in
their homes
- in-home interviews are still used, particularly by syndicated firms that need to collect large
amounts of data
Mall-Intercept Personal interviews - correct answer ✔✔ respondents are intercepted in
shopping malls
- it is more efficient for the respondent to come to the interviewer than for the interviewer to
go to the respondent
Mail interviews - correct answer ✔✔ mail survey sent to individuals who meet a specified
demographic profile but who have not been contacted beforehand to participate in the survey.
-consist of outgoing envelope, cover letter, questionnaire, postage-paid return envelope, and
possibly an incentive.
-will continue to use these because of their low cost compared to other methods
Cold survey - correct answer ✔✔ respondents who haven't been contacted beforehand about
the survey
Consumer (mail) panels - correct answer ✔✔ consist of a large and nationally representative
sample of individuals who have agreed to participate in periodic survey research.
-often have incentives; cash or gifts
Classification of survey methods - correct answer ✔✔ -telephone
-personal
, -mail
-electronic
Email surveys - correct answer ✔✔ -respondents key in their answers and send an email reply.
-computer program is used to prepare the questionnaire and email address list, and to prepare
the data for analysis
-anonymity is difficult to maintain because a reply to an email message includes sender's
address
Internet surveys - correct answer ✔✔ a questionnaire posted in a website that is self
administered by the respondent
-offer more flexibility, greater interactivity, personalization, automatic skip patters, and visual
appeals in comparison to email surveys
-with increased availability of internet, popularity is growing
Improving response rates - correct answer ✔✔ -prior notification
-incentives (monetary- prepaid or promised; nonmonetary)
-follow up
-other facilitators (personalization)
Prior notification - correct answer ✔✔ sending a letter or email, or making a telephone call to
potential respondents, thereby notifying them of the imminent mail, telephone, personal, or
electric survey
Monetary/Nonmonetary incentives - correct answer ✔✔ ex) monetary: cash ; nonmonetary:
gift
prepaid: incentive included with the survey
promised: sent only to respondents who complete the survey
questions well answered graded A+
Quantitative Descriptive Research - correct answer ✔✔ Survey: info obtained by questioning
respondents
Observation: info obtained by observing behavior or phenomena
Survey method - correct answer ✔✔ a structured questionnaire given to a population sample
and designed to elicit specific info from respondents
-questions regarding behavior, intentions, attitudes, awareness, motivations, and demographic
and lifestyle characteristics
Structured data collection - correct answer ✔✔ use of a formal questionnaire that presents
questions in a prearranged order
Fixed-alternative questions - correct answer ✔✔ questions that require respondents to chose
from a set of predetermined answers
Advantages of survey method/research - correct answer ✔✔ -Easy to administer
-Reliability: reduces variability in the results
-Simplifies coding, analysis, and interpretation of data
Disadvantages of survey method/research - correct answer ✔✔ -respondents may be unwilling
or unable to provide desired info
-structured data collection involving a questionnaire with fixed-response choices may result in a
loss of validity for certain types of data, such as beliefs and feelings
-properly wording questions is not easy
,Telephone Interviews - correct answer ✔✔ phoning a sample of respondents and asking them a
series of questions.
Personal In-Home interviews - correct answer ✔✔ respondents are interviewed face-to-face in
their homes
- in-home interviews are still used, particularly by syndicated firms that need to collect large
amounts of data
Mall-Intercept Personal interviews - correct answer ✔✔ respondents are intercepted in
shopping malls
- it is more efficient for the respondent to come to the interviewer than for the interviewer to
go to the respondent
Mail interviews - correct answer ✔✔ mail survey sent to individuals who meet a specified
demographic profile but who have not been contacted beforehand to participate in the survey.
-consist of outgoing envelope, cover letter, questionnaire, postage-paid return envelope, and
possibly an incentive.
-will continue to use these because of their low cost compared to other methods
Cold survey - correct answer ✔✔ respondents who haven't been contacted beforehand about
the survey
Consumer (mail) panels - correct answer ✔✔ consist of a large and nationally representative
sample of individuals who have agreed to participate in periodic survey research.
-often have incentives; cash or gifts
Classification of survey methods - correct answer ✔✔ -telephone
-personal
-electronic
Email surveys - correct answer ✔✔ -respondents key in their answers and send an email reply.
-computer program is used to prepare the questionnaire and email address list, and to prepare
the data for analysis
-anonymity is difficult to maintain because a reply to an email message includes sender's
address
Internet surveys - correct answer ✔✔ a questionnaire posted in a website that is self
administered by the respondent
-offer more flexibility, greater interactivity, personalization, automatic skip patters, and visual
appeals in comparison to email surveys
-with increased availability of internet, popularity is growing
Improving response rates - correct answer ✔✔ -prior notification
-incentives (monetary- prepaid or promised; nonmonetary)
-follow up
-other facilitators (personalization)
Prior notification - correct answer ✔✔ sending a letter or email, or making a telephone call to
potential respondents, thereby notifying them of the imminent mail, telephone, personal, or
electric survey
Monetary/Nonmonetary incentives - correct answer ✔✔ ex) monetary: cash ; nonmonetary:
gift
prepaid: incentive included with the survey
promised: sent only to respondents who complete the survey
