MKT 3413 EXAM 2
Interviews conducted by Procter & Gamble on Olay Beauty Bar, where the respondents
actually washed their hands and face with the bar in a test area before responding to a
survey falls under which of the following categories?
traditional telephone interviews
A. computer-assisted telephone interviewing
B. personal in-home interviews
C. mall-intercept personal interviews
D. mail interviews - CORRECT ANSWER -D.
A structured questionnaire is given to a sample of a population and is designed to elicit
specific information from respondents when using the ________.
focus group method
A. exploratory method
B. survey method
C. sampling method
D. motivation elicitation technique - CORRECT ANSWER -C.
According to the text, which of the following types of questions does NOT apply to
survey research?
questions regarding behavior
questions regarding attitudes
questions regarding lifestyle characteristics
questions regarding observational research
questions regarding motivations - CORRECT ANSWER -D.
Which of the following is NOT an advantage of using the survey method?
,ease of use
reliability
cost
validity
All are advantages. - CORRECT ANSWER -A.
Use of a formal questionnaire that presents questions in a prearranged order is called
________.
exploratory data collection
structured data collection
randomized data collection
hypothetical data collection
pre-arranged data collection - CORRECT ANSWER -B.
Which of the following is NOT recognized as a classification for the various methods of
collecting survey data?
telephone interview
mail interview
observational interview
electronic interview
personal interview - CORRECT ANSWER -C.
The method of interviewing that is one of the most popular in the United States for
collecting survey data is the ________.
Internet interview
mail interview
telephone interview
mall intercept interview
in-home personal interview - CORRECT ANSWER -A.
,Which of the following methods of collecting survey data is the least popular in the
United States?
telephone interview
mail interview
observational interview
electronic interview
personal interview - CORRECT ANSWER -B.
Which of the following statements is NOT correct about computer-assisted telephone
interviewing (CATI)?
The computer checks the responses for appropriateness and consistency.
Interviewing time is reduced, data quality is enhanced, and the laborious steps in the
data-collection process, coding questionnaires and entering the data into the computer,
are eliminated.
The CATI software cannot perform skip patterns.
Interim and update reports on data collection or results can be provided almost
instantaneously. - CORRECT ANSWER -C.
A list of the disadvantages of telephone interviewing would include which of the
following?
Questioning is restricted to the spoken word.
Interviewers cannot use physical stimuli such as visual illustrations or product
demonstrations.
Personal rapport and commitment are difficult to establish.
Respondents are less tolerant of lengthy interviews.
all of the above - CORRECT ANSWER -E.
________ is the ability of the survey mode to reach the units specified in the sample
effectively and efficiently.
, Social desirability
Interviewer bias
Nonresponse bias
Efficiency effect
Sample control - CORRECT ANSWER -E.
The percentage of the total attempted interviews that are completed is referred to as
________.
sample control
response rate
social desirability
interviewer bias
cooperation rate - CORRECT ANSWER -B.
Which of the following is NOT a category of personal interviewing methods?
mail panel
in-home
mall intercept
computer-assisted
All of the above are categories of personal interviewing. - CORRECT ANSWER -A.
All of the following are examples of advantages of using in-home interviewing to collect
research data EXCEPT that ________.
it enables the interviewer to provide clarifications to the respondent, allowing for
complex questions
it permits the use of physical stimuli and allows the interviewer to display or
demonstrate the product
it provides very good sample control since homes can be selected without generating a
list of all the homes in a given area
Interviews conducted by Procter & Gamble on Olay Beauty Bar, where the respondents
actually washed their hands and face with the bar in a test area before responding to a
survey falls under which of the following categories?
traditional telephone interviews
A. computer-assisted telephone interviewing
B. personal in-home interviews
C. mall-intercept personal interviews
D. mail interviews - CORRECT ANSWER -D.
A structured questionnaire is given to a sample of a population and is designed to elicit
specific information from respondents when using the ________.
focus group method
A. exploratory method
B. survey method
C. sampling method
D. motivation elicitation technique - CORRECT ANSWER -C.
According to the text, which of the following types of questions does NOT apply to
survey research?
questions regarding behavior
questions regarding attitudes
questions regarding lifestyle characteristics
questions regarding observational research
questions regarding motivations - CORRECT ANSWER -D.
Which of the following is NOT an advantage of using the survey method?
,ease of use
reliability
cost
validity
All are advantages. - CORRECT ANSWER -A.
Use of a formal questionnaire that presents questions in a prearranged order is called
________.
exploratory data collection
structured data collection
randomized data collection
hypothetical data collection
pre-arranged data collection - CORRECT ANSWER -B.
Which of the following is NOT recognized as a classification for the various methods of
collecting survey data?
telephone interview
mail interview
observational interview
electronic interview
personal interview - CORRECT ANSWER -C.
The method of interviewing that is one of the most popular in the United States for
collecting survey data is the ________.
Internet interview
mail interview
telephone interview
mall intercept interview
in-home personal interview - CORRECT ANSWER -A.
,Which of the following methods of collecting survey data is the least popular in the
United States?
telephone interview
mail interview
observational interview
electronic interview
personal interview - CORRECT ANSWER -B.
Which of the following statements is NOT correct about computer-assisted telephone
interviewing (CATI)?
The computer checks the responses for appropriateness and consistency.
Interviewing time is reduced, data quality is enhanced, and the laborious steps in the
data-collection process, coding questionnaires and entering the data into the computer,
are eliminated.
The CATI software cannot perform skip patterns.
Interim and update reports on data collection or results can be provided almost
instantaneously. - CORRECT ANSWER -C.
A list of the disadvantages of telephone interviewing would include which of the
following?
Questioning is restricted to the spoken word.
Interviewers cannot use physical stimuli such as visual illustrations or product
demonstrations.
Personal rapport and commitment are difficult to establish.
Respondents are less tolerant of lengthy interviews.
all of the above - CORRECT ANSWER -E.
________ is the ability of the survey mode to reach the units specified in the sample
effectively and efficiently.
, Social desirability
Interviewer bias
Nonresponse bias
Efficiency effect
Sample control - CORRECT ANSWER -E.
The percentage of the total attempted interviews that are completed is referred to as
________.
sample control
response rate
social desirability
interviewer bias
cooperation rate - CORRECT ANSWER -B.
Which of the following is NOT a category of personal interviewing methods?
mail panel
in-home
mall intercept
computer-assisted
All of the above are categories of personal interviewing. - CORRECT ANSWER -A.
All of the following are examples of advantages of using in-home interviewing to collect
research data EXCEPT that ________.
it enables the interviewer to provide clarifications to the respondent, allowing for
complex questions
it permits the use of physical stimuli and allows the interviewer to display or
demonstrate the product
it provides very good sample control since homes can be selected without generating a
list of all the homes in a given area
