Q&A Hero

Q: All of the following are advantages of survey research EXCEPT ____. a. free from errors b. quick c. accurate means of assessing information about a population d. flexible

Q: A survey can collect information using which of the following techniques? a. telephone b. face-to-face interviews c. e-mail d. all of these choices

Q: The people who answer survey questions are referred to as _____. a. researchers b. clients c. respondents d. users

Q: One way to avoid ethical dilemmas in survey research using e-mail is to focus on consumers who opt in and thus give their explicit approval to receive e-mails.

Q: Pretesting involves a trial run with a group of colleagues or actual respondents to iron out fundamental problems in the instructions or design of a questionnaire.

Q: Internet surveys allow researchers to vary the questions to respondents based on their answers to previous questions in the survey.

Q: Internet surveys have real-time data capture, which allow respondents to record their own answers directly into a data file.

Q: With Internet surveys, the click rate represents how many people responded to the survey.

Q: An Internet survey is the same thing as an e-mail survey.

Q: One way to increase response rates in mail surveys is to notify potential respondents in advance.

Q: The first paragraph of a cover letter that accompanies a questionnaire should explain the purpose of the study.

Q: The basic calculation for obtaining a response rate is to count the number of eligible people who were asked to participate in the survey, then divide that by the number of questionnaires returned or completed.

Q: Mail surveys allow respondents to check facts that they may be unable to recall.

Q: Mail surveys can reach geographically dispersed respondents who are otherwise difficult to contact.

Q: Respondents are typically less willing to answer potentially embarrassing questions in a phone interview than in a face-to-face interview.

Q: Marketing researchers cannot contact phone numbers on the National Do-Not-Call registry.

Q: Callbacks are attempts to reconnect individuals selected for the sample who were not available initially.

Q: Door-to-door interviews are still used heavily by marketing researchers.

Q: Personal interviews are typically less costly per respondent than telephone surveys.

Q: The interaction between an interviewer and a respondent increases the chances that the respondent will answer all of the survey questions over what would be likely to occur in a mail survey.

Q: The personal interview is especially useful for obtaining unstructured information.

Q: An advantage of personal interviews is the opportunity for feedback.

Q: Interactive survey approaches are those that allow spontaneous two-way interaction between the interviewer and the respondent.

Q: When an interviewer is not able to write fast enough to record the respondent's answers verbatim, this is an example of interviewer error.

Q: When a respondent exaggerates his income and education in an interview in order to make a favorable impression on the interviewer, this is an example of auspices bias.

Q: The categories of response bias are mutually exclusive from one another.

Q: A response bias occurs when respondents tend to answer questions with a certain slant.

Q: Self-selection biases in survey research overrepresent indifferent responses and underrepresent extreme consumer positions.

Q: No contacts occur when people are unwilling to participate in the research.

Q: The number of "no contacts" in survey research has been decreasing because of the increased use of technology that allows people to screen calls.

Q: Nonresponse is a type of interviewer error.

Q: Two general categories of systematic error are Type I errors and Type II errors.

Q: A respondent error exists when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter.

Q: Systematic errors are nonsampling errors.

Q: Two major sources of survey error are random sampling error and nonrandom sampling error.

Q: Surveys provide accurate means of assessing information about a population, but they are expensive and an inefficient means of doing so.

Q: Some aspects of surveys may be qualitative.

Q: The people who answer survey questions are called respondents.

Q: A researcher has been commissioned by a major U.S. consumer packaged-goods company to determine the market potential for peanut butter in China. Discuss some concerns the researcher may have when attempting to find and use secondary data in this country.

Q: Give examples of various external sources of secondary data and discuss how information, as a product, is distributed.

Q: Identify various internal sources of secondary data and explain how researchers can search this type of data.

Q: Name and describe the three broad objectives that can be achieved using secondary data and give an example of each.

Q: Explain why researchers often look for secondary data first when conducting research but also discuss the drawbacks of using secondary data.

Q: Diverse types of data offered by a single company are known as ______ data.

Q: Data which are created outside of the organization are called ______ secondary data.

Q: A(n) _____ search is like an Internet search but focuses on data within the organization's internal network.

Q: Using customer databases to provide customized relationships with customers for specific promotions is an example of ______ marketing.

Q: _____ is a data-mining application that similarly involves mining data to look for patterns that can increase the value of customers.

Q: When an organization uses powerful computers to try to discover patterns of customer relationships for its products, this is known as ______.

Q: The mathematical result of describing the relationship between retail demand and supply for a specific geographic area for a specific product is known as the index of retail ______ .

Q: Techniques that use secondary data to select the best location for a retail or wholesale operation are called _____ techniques.

Q: Predicting next month's dollar sales based on past sales for the previous twelve months is an example of a(n) ______.

Q: Using secondary data to study relationships between advertising and sales is an example of ______.

Q: Reading The Wall Street Journal to study possible changes in consumer consumption patterns of specific products is an example of ______.

Q: Tracking industry unit sales over the past twelve months is a form of ______ tracking.

Q: Comparing data from one source with data from other sources to determine the consistency of the data is known as performing a(n) ______.

Q: When original data are changed to a different format in order to make them consistent with a research objective, this is known as data ______.

Q: Data that were collected previously for a different research study are known as ______ data.

Q: All of the following are limitations of international secondary data EXCEPT _____. a. data may simply be unavailable in certain countries b. data may be too expensive c. researchers may question the accuracy of some data d. various countries use different definitions and accounting and recording practices

Q: What term is used by the marketing research industry to refer to diverse types of data offered by a single company? a. primary data b. single-source data c. compound data d. integrated data

Q: Asking a group of households to record their consumption of certain products over a two-year period is an example of _____. a. model building b. database marketing c. data conversion d. diary panel data

Q: Buying new-car purchase data by zip code from the Polk Company is an example of which type of secondary data? a. media source b. commercial source c. trade association source d. primary source

Q: Which of the following data can be purchased from commercial sources? a. advertising research b. market-share data c. consumer attitudes and public opinions d. all of these choices

Q: Which of the following is TRUE regarding U.S. government sources of secondary data? a. Most of the data published by the U.S. federal government can be counted on for accuracy and quality of investigation. b. Provides a real-time view of business news and financial statistics including stock values, exchange rates, and more. c. Provides customer satisfaction ratings for hundreds of large firms doing business in the United States. d. Reports market-share data using Universal Product Codes (UPC) and optical scanning at retail store checkouts.

Q: All of the following are producers of external secondary data EXCEPT _____. a. libraries b. trade associations c. government d. media

Q: Facts observed, recorded, and stored by an entity outside of the researcher's organization are called _____. a. proprietary data b. external data c. internal data d. primary data

Q: A researcher for Kraft is searching sales data from the corporation's Intranet. He's able to use a search engine similar to Google, but he is not searching the entire Internet. This type of search is called a(n) _____ search. a. enterprise b. Intranet c. internal d. primary

Q: A(n) _____ is like an Internet search but focuses on data within the organization's internal network. a. primary search b. internal search c. enterprise search d. discovery search

Q: Secondary data owned and controlled by the organization is referred to as _____. a. proprietary data b. selective data c. prime data d. personal data

Q: All of the following are examples of internal secondary data EXCEPT _____. a. sales invoices b. census data c. inventory levels d. back orders

Q: Secondary data that originate inside the organization are called _____. a. first order data b. internal data c. exclusive data d. valid data

Q: L.L.Bean is a retailer best-known for direct marketing through catalogs and the Internet. Laurie purchased from the retailer quite frequently, but since her daughter started college she hasn"t had as much disposable income and stopped ordering merchandise. The elapsed time since her last purchase triggered an offer for $20 off her next purchase from the retailer. This is an example of _____. a. database marketing b. neural networks c. customer discovery d. electronic marketing

Q: The practice of using databases to promote one-to-one relationships with customers and create precisely targeted promotions is called _____ a. zoned marketing b. target marketing c. database marketing d. electronic marketing

Q: When a credit card company uses information about each customer's age, gender, income, and past credit history to find patterns that make customers a poor credit risk, this is an example of _____. a. single-source data b. data conversion c. customer discovery d. index of customer saturation

Q: Which of the following involves mining data to look for patterns identifying who is likely to be a valuable customer? a. customer discovery b. data dissection c. data profiling d. customer cloning

Q: Many retailers mine the databases provided by checkout scanners to identify coinciding purchases or relationships between products purchased and other retail shopping information. This type of analysis is referred to as ____. a. neural networking b. scandowns c. database marketing d. market-basket analysis

Q: Watson, a computer developed by IBM that beat humans on the television game-show Jeopardy, uses artificial intelligence that mimics the way the human brain processes information. This artificial intelligence is called _____. a. robotic thinking b. brain simulator c. intelligent agents d. neural networks

Q: Which of the following is a form of artificial intelligence in which a computer is programmed to mimic the way that human brains process information? a. brain scan b. neural network c. schematic network d. intelligent network

Q: Many companies use powerful computers to dig through volumes of data to discover patterns about their customers and products. This activity is called _____. a. data mining b. data digging c. sugging d. neural networking

Q: Pottery Barn is a retail chain of home products. Before entering a new geographic area, the company develops an index consisting of a ratio of local market potential in dollars (demand) to local market retailing space in square feet. If this ratio is below a predetermined level, the site is not considered further. However, if this ratio is greater than that level, further site-selection analyses are performed. This index is called _____. a. index of retailers b. index of retail utilization c. index of retail sales d. index of retail saturation