ch 5 smartbook

Question 1

characteristics on non sampling error in survey research

Answer 1

tendency to create systematic variation or bias in the data.

they result some human error in either the design or the execution of the survey

Question 2

advantages of conducting telephone interviews

Answer 2

random sampling

respondents across a wide geographic area can be interviewed

data collection is wuicker than face to face

Question 3

one major drawback of mail surveys is that ….

Answer 3

a nonresponse bias can be created because of response rates being lower than those for face to ace telephone interviews

Question 4

broad applications of test marketing in marketing research (3)

Answer 4

1. examine strengths, weaknesses or inconsistencies in marketing strategies
2. explore different marketing mix elements
3. to pilot test new product introductions or product modifications

Question 5

disadvantages of quantitative survey research designs

Answer 5

in depth is difficult to obtain

low response rates can be a challenge

Question 6

factors that form bias for the selection of a destructive research design

Answer 6

objective of the research

research questions

the nature of the initial opportunity or problem

Question 7

disadvantages of telephone interviews to collect data

Answer 7

the complexity of some questions increases when they have to be answered over the telephone

method does not allow on audio stimuli to re presented to respondents

Question 8

which of the following are true of non sampling error that occur in survey research

Answer 8

they can lead to other non sampling errors

unlike random sampling error, they cannot be directly measured

Question 9

identify the features of a drop off survey

Answer 9

surveys are hand delivered to respondents by a representative of the researcher

completed surveys are picked up by a representative of the researcher or returned by mail

Question 10

advantages of using online surveys to collect data

Answer 10

the costs of copying surveys, buying postage are eliminated

the expense per respondent is low when compared to other survey methods

Question 11

what respondent characteristics need to be considered by researchers when choosing a data collection method

Answer 11

1. respondent participation
2. indecent rate
3. diversity

Question 12

true of mail panel surveys

Answer 12

this method allows the same people to be questioned multiple times over an extended period

members of the mail panels are often not representative of the target population at large

Question 12

what is a true statement about lab experiments

Answer 12

the setting can be controlled by a researcher which leads to the establishment of high interval validity

Question 13

disadvantage of mail surveys as a method of data collection

Answer 13

respondents who misunderstand questions tend to record responses that were not expected by the researchers

Question 14

differences between casual research and exploratory research designs

Answer 14

hypothesis of exploratory design focus on the magnitude while hypothesis of casual design focus on causality

exploratory and descriptive designed usually lack control mechanism of casual designs

Question 15

which of the following are true of internet surveys

Answer 15

missing data can be reduced substainally as respondents are prompted to answer a question before they can move to the next screen

effects of question order on responses can be removed by randomizing the order of questions within group

Question 15

characteristics that researchers should consider when selecting a survey method

Answer 15

1. the amount of info required from participants
2. difficulty of the task
3. stimuli requieres to elicit a response from participants

Question 16

true issues to determine a field experiment to use to marketing research

Answer 16

a field experiment is less suitable than a laboratory experiment when secrecy is required

the execution of a field experiment is more expensive than a laboratory experiment

Question 17

true of task characteristics that researchers should consider when selecting a survey method

Answer 17

respondents need to be exposed to some kind of stimulus

researcher should attempt to make it easy as possible to respond

respondent fatigue increases and response rates lower when large amounts of data is collected

Question 18

when deciding a field experiment should be used in marketing research, a researcher should consider

Answer 18

field experiments take longer to complete than lab experiment s

Question 19

true statement about sampling error

Answer 19

refers to the different b/w the true values for a population and the findings based on the sample

Question 20

an advantage of using a computer assisted telephone interview system to collect data is that

Answer 20

it allows the tabulation of results in real time at ay point of the study