MKT 3413 – Mid-Semester Exam 2 – A+
Graded Marketing Answers
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?
A) traditional telephone interviews
B) computer-assisted telephone interviewing
C) personal in-home interviews
D) mall-intercept personal interviews
E) mail interviews - ✔✔D.
A structured questionnaire is given to a sample of a population and is designed to elicit specific
information from respondents when using the ________.
A) focus group method
B) exploratory method
C) survey method
D) sampling method
E) motivation elicitation technique - ✔✔C.
According to the text, which of the following types of questions does NOT apply to survey research?
A) questions regarding behavior
B) questions regarding attitudes
C) questions regarding lifestyle characteristics
D) questions regarding observational research
E) questions regarding motivations - ✔✔D.
Which of the following is NOT an advantage of using the survey method?
A) ease of use
,B) reliability
C) cost
D) validity
E) All are advantages. - ✔✔A.
Use of a formal questionnaire that presents questions in a prearranged order is called ________.
A) exploratory data collection
B) structured data collection
C) randomized data collection
D) hypothetical data collection
E) pre-arranged data collection - ✔✔B.
Which of the following is NOT recognized as a classification for the various methods of collecting survey
data?
A) telephone interview
B) mail interview
C) observational interview
D) electronic interview
E) personal interview - ✔✔C.
The method of interviewing that is one of the most popular in the United States for collecting survey
data is the ________.
A) Internet interview
B) mail interview
C) telephone interview
D) mall intercept interview
E) in-home personal interview - ✔✔A.
Which of the following methods of collecting survey data is the least popular in the United States?
,A) telephone interview
B) mail interview
C) observational interview
D) electronic interview
E) personal interview - ✔✔B.
Which of the following statements is NOT correct about computer-assisted telephone interviewing
(CATI)?
A) The computer checks the responses for appropriateness and consistency.
B) 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.
C) The CATI software cannot perform skip patterns.
D) Interim and update reports on data collection or results can be provided almost instantaneously. -
✔✔C.
A list of the disadvantages of telephone interviewing would include which of the following?
A) Questioning is restricted to the spoken word.
B) Interviewers cannot use physical stimuli such as visual illustrations or product demonstrations.
C) Personal rapport and commitment are difficult to establish.
D) Respondents are less tolerant of lengthy interviews.
E) all of the above - ✔✔E.
________ is the ability of the survey mode to reach the units specified in the sample effectively and
efficiently.
A) Social desirability
B) Interviewer bias
C) Nonresponse bias
D) Efficiency effect
E) Sample control - ✔✔E.
, The percentage of the total attempted interviews that are completed is referred to as ________.
A) sample control
B) response rate
C) social desirability
D) interviewer bias
E) cooperation rate - ✔✔B.
Which of the following is NOT a category of personal interviewing methods?
A) mail panel
B) in-home
C) mall intercept
D) computer-assisted
E) All of the above are categories of personal interviewing. - ✔✔A.
All of the following are examples of advantages of using in-home interviewing to collect research data
EXCEPT that ________.
A) it enables the interviewer to provide clarifications to the respondent, allowing for complex questions
B) it permits the use of physical stimuli and allows the interviewer to display or demonstrate the product
C) it provides very good sample control since homes can be selected without generating a list of all the
homes in a given area
D) it allows for longer interviews
E) it permits easy interviewer supervision and control as the interviewers are traveling door-to-door -
✔✔E.
Which of the following is NOT an advantage of using telephone interviewing to collect research data?
A) large quantity of data can be collected
B) high sample control
C) good control of the field force
D) good response rate
E) fast - ✔✔A.
Graded Marketing Answers
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?
A) traditional telephone interviews
B) computer-assisted telephone interviewing
C) personal in-home interviews
D) mall-intercept personal interviews
E) mail interviews - ✔✔D.
A structured questionnaire is given to a sample of a population and is designed to elicit specific
information from respondents when using the ________.
A) focus group method
B) exploratory method
C) survey method
D) sampling method
E) motivation elicitation technique - ✔✔C.
According to the text, which of the following types of questions does NOT apply to survey research?
A) questions regarding behavior
B) questions regarding attitudes
C) questions regarding lifestyle characteristics
D) questions regarding observational research
E) questions regarding motivations - ✔✔D.
Which of the following is NOT an advantage of using the survey method?
A) ease of use
,B) reliability
C) cost
D) validity
E) All are advantages. - ✔✔A.
Use of a formal questionnaire that presents questions in a prearranged order is called ________.
A) exploratory data collection
B) structured data collection
C) randomized data collection
D) hypothetical data collection
E) pre-arranged data collection - ✔✔B.
Which of the following is NOT recognized as a classification for the various methods of collecting survey
data?
A) telephone interview
B) mail interview
C) observational interview
D) electronic interview
E) personal interview - ✔✔C.
The method of interviewing that is one of the most popular in the United States for collecting survey
data is the ________.
A) Internet interview
B) mail interview
C) telephone interview
D) mall intercept interview
E) in-home personal interview - ✔✔A.
Which of the following methods of collecting survey data is the least popular in the United States?
,A) telephone interview
B) mail interview
C) observational interview
D) electronic interview
E) personal interview - ✔✔B.
Which of the following statements is NOT correct about computer-assisted telephone interviewing
(CATI)?
A) The computer checks the responses for appropriateness and consistency.
B) 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.
C) The CATI software cannot perform skip patterns.
D) Interim and update reports on data collection or results can be provided almost instantaneously. -
✔✔C.
A list of the disadvantages of telephone interviewing would include which of the following?
A) Questioning is restricted to the spoken word.
B) Interviewers cannot use physical stimuli such as visual illustrations or product demonstrations.
C) Personal rapport and commitment are difficult to establish.
D) Respondents are less tolerant of lengthy interviews.
E) all of the above - ✔✔E.
________ is the ability of the survey mode to reach the units specified in the sample effectively and
efficiently.
A) Social desirability
B) Interviewer bias
C) Nonresponse bias
D) Efficiency effect
E) Sample control - ✔✔E.
, The percentage of the total attempted interviews that are completed is referred to as ________.
A) sample control
B) response rate
C) social desirability
D) interviewer bias
E) cooperation rate - ✔✔B.
Which of the following is NOT a category of personal interviewing methods?
A) mail panel
B) in-home
C) mall intercept
D) computer-assisted
E) All of the above are categories of personal interviewing. - ✔✔A.
All of the following are examples of advantages of using in-home interviewing to collect research data
EXCEPT that ________.
A) it enables the interviewer to provide clarifications to the respondent, allowing for complex questions
B) it permits the use of physical stimuli and allows the interviewer to display or demonstrate the product
C) it provides very good sample control since homes can be selected without generating a list of all the
homes in a given area
D) it allows for longer interviews
E) it permits easy interviewer supervision and control as the interviewers are traveling door-to-door -
✔✔E.
Which of the following is NOT an advantage of using telephone interviewing to collect research data?
A) large quantity of data can be collected
B) high sample control
C) good control of the field force
D) good response rate
E) fast - ✔✔A.
