Download MKT 3413 Exam 3: Marketing Research Data Preparation and Analysis and more Exams Marketing Research in PDF only on Docsity!
MKT 3413 EXAM 3 2025 | ALL QUESTIONS
AND CORRECT ANSWERS | VERIFIED
ANSWERS | GRADED A+ | LATEST EXAM
(JUST RELEASED)
Which of the following types of questions should the supervisor NOT ask when validating an interview with a respondent? A) length of the interview B) a complex and sensitive survey question C) reaction to the interviewer D) basic demographic data E) quality of the interview ---------CORRECT ANSWER-----------------B When evaluating field workers, which category is relevant for assessing how effectively the interviewer's time was spent? A) actual interviewing B) travel C) administrative record-keeping D) reviewing responses E) none of the above ---------CORRECT ANSWER-----------------E To evaluate interviewers on the quality of interviewing, the supervisor ________. A) should ask other interviewers about the interviewer in question B) must directly observe the interviewing process C) should ask the respondent about the qualities of the interviewer in question D) should use a pretested questionnaire to evaluate the interviewer E) should ask permission of the interviewer ---------CORRECT ANSWER---- -------------B
Which of the following is NOT an indicator that should be used to evaluate an interviewer on the quality of interviewing? A) The recorded data are legible. B) All instructions, including skip patterns, are followed. C) The answers to unstructured questions are recorded verbatim. D) For structured questions, the data seem reasonable. E) The answers to unstructured questions are meaningful and complete enough to be coded. ---------CORRECT ANSWER-----------------D Which of the following indicators should NOT be used to evaluate interviewers on the quality of interviewing? A) Qualitative answers are summarized. B) For structured questions, item nonresponse occurs infrequently. C) The recorded data are legible. D) All instructions, including skip patterns, are followed. E) All are indicators relevant of evaluating interviewers. ---------CORRECT ANSWER-----------------A When supervising field workers, supervisors should be concerned with all of the following EXCEPT ________. A) quality control B) pay levels C) sampling control D) control of cheating E) central office control ---------CORRECT ANSWER-----------------B Conditions of conducting fieldwork in international marketing research include which of the following? A) Minimal training of overseas field workers is all that is required for success. B) Selecting sampling units is done with stricter adherence to the sampling plan than in the United States. C) Cheating by field workers is less of a problem. D) Sending expatriates to collect data overseas is frequently done.
A) validating the questionnaires B) evaluating the interviewers C) pretesting the questionnaire D) transcribing data E) preliminary plan of data analysis ---------CORRECT ANSWER-------------- ---E Which of the following is the last stage of the data preparation process? A) questionnaire checking B) coding C) data cleaning D) transcribing E) selecting a data analysis strategy ---------CORRECT ANSWER------------- ----E A review of the questionnaires with the objective of increasing accuracy and precision is called ________. A) editing B) coding C) validating D) pretesting E) transcribing ---------CORRECT ANSWER-----------------A ________ consists of screening questionnaires to identify illegible, incomplete, inconsistent, or ambiguous responses. A) Coding B) Editing C) Validating D) Pretesting E) Transcribing ---------CORRECT ANSWER-----------------B
Which of the following is NOT an alternative for the treatment of unsatisfactory responses? A) return the questionnaire to the field to get better data B) assign missing values C) discard unsatisfactory respondents D) delete the question from the survey E) All of the above are alternatives. ---------CORRECT ANSWER-------------- ---D Which of the following is NOT a stage of the data preparation process? A) questionnaire design B) editing C) transcribing D) data cleaning E) coding ---------CORRECT ANSWER-----------------A Respondents with unsatisfactory responses may be simply discarded when the proportion of unsatisfactory respondents is ________. A) less than 10 percent B) 10 percent to 20 percent C) 21 percent to 30 percent D) 31 percent to 40 percent E) more than 41 percent ---------CORRECT ANSWER-----------------A The assignment of a symbol to represent a specific response to a specific question, along with the data record and column position that symbol will occupy, is called ________. A) editing B) coding C) sampling D) pretesting E) selecting ---------CORRECT ANSWER-----------------B
According to the text, categories are ________ if every response fits into one of the assigned category codes. A) dependent B) mutually inclusive C) collectively exhaustive D) mutually exclusive E) uniform ---------CORRECT ANSWER-----------------C ________ data involves transferring the coded data from the questionnaires or coding sheets onto disks or directly into computers by key punching or other means. A) Validating B) Editing C) Coding D) Transcribing E) Selecting ---------CORRECT ANSWER-----------------D ________ involves direct machine reading of the codes and simultaneous transcription. A) Optical scanning B) Key punching C) Validating D) Data cleaning E) Predictive dialing ---------CORRECT ANSWER-----------------A The thorough and extensive check for consistency and treatment of missing responses is called ________. A) validating B) transcribing C) data cleaning D) key punching E) editing ---------CORRECT ANSWER-----------------C
A part of the data cleaning process that identifies data that are out of range or logically inconsistent, or that have extreme values, is called ________. A) transcribing B) validating C) consistency checks D) coding E) editing ---------CORRECT ANSWER-----------------C ________ represent values of a variable that are unknown, either because respondents provided ambiguous answers or their answers were not properly recorded. A) Missing responses B) Inconsistent responses C) Out-of-range values D) Invalid responses E) Edits ---------CORRECT ANSWER-----------------A Treatment of missing responses poses problems, particularly if the proportion of missing responses is ________. A) between 1 percent and 3 percent B) between 3 percent and 5 percent C) between 5 percent and 7 percent D) between 8 percent and 9 percent E) more than 10 percent ---------CORRECT ANSWER-----------------E A method for handling missing responses in which respondents with any missing responses are discarded from the analysis is called ________. A) casewise deletion B) pairwise deletion C) alternate deletion D) concurrent deletion E) simple deletion ---------CORRECT ANSWER-----------------A
D) unacceptable if only the client was told this E) unacceptable because it is misleading; the brands have virtual parity ---- -----CORRECT ANSWER-----------------E A questionnaire is a structured technique for data collection that consists of a series of questions, written or verbal, which a respondent answers. --------
- CORRECT ANSWER-----------------True A questionnaire is an informal set of questions for obtaining information from respondents. ---------CORRECT ANSWER-----------------False A well-designed questionnaire can motivate the respondents and increase the response rate. ---------CORRECT ANSWER-----------------True According to the text, a conversational style should be avoided when writing interviewer-administered questionnaires. ---------CORRECT ANSWER-----------------False Collecting demographic information that can be used in direct mail campaigns is mentioned in the text as a specific objective of a questionnaire. ---------CORRECT ANSWER-----------------False The last step in the questionnaire design process is to reproduce the questionnaire. ---------CORRECT ANSWER-----------------False
A single question that attempts to cover two issues is called a double- barreled question. ---------CORRECT ANSWER-----------------True When respondents are unable to articulate a response to a question, this usually indicates they have no opinion on that topic. ---------CORRECT ANSWER-----------------False To increase the likelihood of obtaining sensitive information, such topics should be placed in the middle of the questionnaire. ---------CORRECT ANSWER-----------------False Open-ended is a popular form of structured question. ---------CORRECT ANSWER-----------------False Open-ended questions that respondents answer in their own words are called unstructured questions. ---------CORRECT ANSWER----------------- True According to the text, unstructured questions are also referred to as free- response or free-answer questions. ---------CORRECT ANSWER-------------- ---True Dichotomous questions allow the respondent to express their attitudes or opinions without the bias associated with restricting responses to predefined alternatives. ---------CORRECT ANSWER-----------------False
"Usually," "normally," and "frequently" are examples of words that are oftentimes considered confusing to respondents. ---------CORRECT ANSWER-----------------True A question that gives the respondent a clue as to what the answer should be is called a leading question. ---------CORRECT ANSWER----------------- True Problem-solving information is one of the three types of information that is obtained in a questionnaire. ---------CORRECT ANSWER-----------------False Basic information is the most important aspect of a marketing research study. ---------CORRECT ANSWER-----------------True According to the text, classification information is information that relates directly to the marketing research problem. ---------CORRECT ANSWER---- -------------False Socioeconomic and demographic characteristics used to categorize respondents are referred to as basic information ---------CORRECT ANSWER-----------------False Identification information is a type of information obtained in a questionnaire that includes name, address, and phone number. --------- CORRECT ANSWER-----------------True
Classification information is considered most sensitive and, therefore, should appear at the very end of the questionnaire. ---------CORRECT ANSWER-----------------False A strategy for ordering questions in a questionnaire in which the sequence starts with the general questions, which are followed by progressively more specific questions, in order to prevent specific questions from biasing general questions, is called the funnel approach. ---------CORRECT ANSWER-----------------True According to the text, branching questions direct respondents to different places in the questionnaire based on their response to the question at hand. ---------CORRECT ANSWER-----------------True A leading question is a question used to guide an interviewer through a survey by directing the interviewer to different spots on the questionnaire depending on the answers given. ---------CORRECT ANSWER----------------- False Questions regarding identification information generally come before questions regarding demographics. ---------CORRECT ANSWER-------------- ---False Pretesting is the testing of the questionnaire on a small sample of respondents for the purpose of improving the questionnaire by identifying and eliminating potential problems before using it in the actual survey. ------ ---CORRECT ANSWER-----------------True
A(n) ________ is a structured technique for data collection that consists of a series of questions, written or verbal, which a respondent answers. A) questionnaire B) observation C) focus group D) test market E) set of time-series questions ---------CORRECT ANSWER-----------------A Which of the following is NOT mentioned in the text as a specific objective to consider when designing a questionnaire? A) translate the researcher's information needs into a set of specific questions that respondents are willing and able to answer B) minimize demands imposed on respondents C) minimize response error D) collect demographic information that can be used in later direct mail campaigns E) minimize item nonresponse ---------CORRECT ANSWER-----------------D Which of the following is NOT an objective of a questionnaire? A) A questionnaire must translate the information needed into a set of specific questions that the respondents can and will answer. B) Questionnaire data must be easy to analyze. C) A questionnaire must uplift, motivate, and encourage the respondent to become involved in the interview, to cooperate, and to complete the interview. D) A questionnaire should minimize response error. ---------CORRECT ANSWER-----------------B Which of the following is the first step in the questionnaire design process? A) specify the information needed B) specify the type of interviewing method C) determine the content of individual questions
D) decide on the question structure E) segment the customer base ---------CORRECT ANSWER-----------------A Which of the following is the last step in the questionnaire design process? A) arrange the questions in proper order B) eliminate bugs by pretesting C) identify the form and layout D) reproduce the questionnaire E) present the results to the client ---------CORRECT ANSWER----------------
- B According to the text, a single question that attempts to cover two issues is called a ________. A) filtered question B) double-barreled question C) random question D) coefficient question E) two-issue query ---------CORRECT ANSWER-----------------B Deciding if a question is necessary or if several questions are needed rather than one are decisions involved with ________. A) determining the order of scales B) choosing question wording C) choosing question structure D) individual question content E) minimizing item nonresponse ---------CORRECT ANSWER----------------- D Which of the following is NOT mentioned in the text as a reason people typically cannot answer a survey question? A) They may not be informed. B) They may not remember.
Open-ended questions that respondents answer in their own words are called ________. A) structured questions B) unstructured questions C) double-barreled questions D) filtered questions E) own-voice questions ---------CORRECT ANSWER-----------------B According to the text, ________ are also referred to as free-response or free-answer questions. A) structured questions B) unstructured questions C) double-barreled questions D) filtered questions E) free-bird questions ---------CORRECT ANSWER-----------------B Which of the following types of questions allow respondents to express their attitudes or opinions without the bias associated with restricting responses to predefined alternatives? A) multiple-choice questions B) open-ended questions C) dichotomous questions D) structured questions E) alternative questions ---------CORRECT ANSWER-----------------B All of the following are mentioned in the text as disadvantages that are related to unstructured questions EXCEPT ________. A) respondent response limitations B) recording error C) data coding D) unstructured questions are not suitable for self-administered questionnaires E) All of the above are disadvantages. ---------CORRECT ANSWER---------- -------A
Open-ended questions are most useful in ________ and as opening questions. A) descriptive research B) exploratory research C) conclusive research D) virtual research E) confirmatory research ---------CORRECT ANSWER-----------------B Questions that prespecify the set of response alternatives and the response format are called ________. A) unstructured questions B) structured questions C) open-ended questions D) double-barreled questions E) response-alternative questions ---------CORRECT ANSWER----------------
- B In ________, the researcher provides a choice of answers, and respondents are asked to select one or more of the alternatives given. A) open-ended questions B) dichotomous questions C) multiple-choice questions D) random questions E) response-alternative questions ---------CORRECT ANSWER----------------
- C A(n) ________ is a structured question with only two response alternatives, such as yes or no. A) dichotomous question B) open-ended question C) multiple-choice question
