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MKT 3413 EXAM 3 NEWEST EXAM | ALL QUESTIONS
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When collecting qualitative data from social media, which of the following is a decision that has to be made? A) determining the type and specification of the social media channels to be monitored B) developing a standardization of terms, conversation types, and content types C) establishing a standardized coding scheme D) setting benchmarks E) All of these are decisions that have to be made. ---------CORRECT ANSWER-----------------E Researchers and field workers can make respondents feel comfortable by ________. A) entertaining them B) hiding the purpose of the project C) addressing questions of respondents D) revealing what other respondents said E) all of the above ---------CORRECT ANSWER-----------------C ) In the marketing research process, data preparation and analysis comes immediately after ________ and before ________. A) problem definition; research design B) research design; fieldwork C) fieldwork; research design D) problem definition; report preparation E) fieldwork; report preparation and presentation ---------CORRECT ANSWER-----------------E
According to the text, the data preparation process begins with ________. 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
According to the text, the symbol used in the assignment of codes to each possible response to each question is usually a(n) ________. A) letter of the alphabet B) Greek symbol C) number D) binary digit E) ampersand ---------CORRECT ANSWER-----------------C Coding ________ questions is relatively simple since the response options are predetermined. A) unstructured B) open-ended C) structured D) free-flowing E) uniform ---------CORRECT ANSWER-----------------C According to the text, category codes should be ________ and ________. A) dependent; collectively exhaustive B) collectively exhaustive; mutually exclusive C) mutually inclusive; dependent D) dependent; mutually exclusive E) precoded; post-coded ---------CORRECT ANSWER-----------------B Categories are ________ if each response fits into one and only one category code. A) dependent B) mutually inclusive C) collectively exhaustive D) mutually exclusive E) uniform ---------CORRECT ANSWER-----------------D
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
Pairwise deletion may be appropriate when all of the following conditions are present EXCEPT when ________. A) the sample size is large B) there are few missing responses C) the variables are not highly related D) the sample size is small E) the variables are correlated ---------CORRECT ANSWER-----------------D ________ involves the transformation of data to create new variables or modify existing ones. A) Transformational displacement B) Transform and reform C) Transform and modify D) Variable streamlining E) Variable respecification ---------CORRECT ANSWER-----------------E If there are too few respondents in the lowest income category, this category may be combined or merged with the next lowest category. This is known as ________. A) recombining B) replication C) returning D) resetting E) recoding ---------CORRECT ANSWER-----------------E According to the text, a survey discloses that 31 percent of the respondents preferred the client's brand, while 30.8 percent preferred the closest competing brand. In such a case, it is announced that the client's brand is the dominant brand. Such a situation would be ________. A) acceptable based on the facts of the survey B) acceptable if only the client was told this C) impossible to weigh in with a moral judgment based on these details
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
Open-ended questions are most useful in conclusive research and as opening questions. ---------CORRECT ANSWER-----------------False Questions that prespecify the set of response alternatives and the response format are called structured questions. ---------CORRECT ANSWER-----------------True In multiple-choice questions, the researcher provides a choice of answers, and respondents are asked to select one or more of the alternatives given. ---------CORRECT ANSWER-----------------True An open-ended question is a structured question with only two response alternatives, such as yes or no. ---------CORRECT ANSWER----------------- False According to the text, dichotomous questions should be used when the researcher has reason to believe that the respondent thinks of the topic in yes/no terms. ---------CORRECT ANSWER-----------------True To avoid problems in question wording, a researcher should use leading questions when designing a questionnaire. ---------CORRECT ANSWER---- -------------False A researcher should use questions with positive statements only to avoid problems with question wording. ---------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
Respondents for the pretest and for the actual survey should NOT be drawn from the same population. ---------CORRECT ANSWER----------------- False According to the text, pretests are best done by telephone interviews. ------- --CORRECT ANSWER-----------------False One consistency in conducting cross-national studies is the universal definition of "household" and "household size" across countries of the world. ---------CORRECT ANSWER-----------------False Forms for recording observational data are more difficult to construct than questionnaires. ---------CORRECT ANSWER-----------------False Analysis of social media can give an understanding that can be valuable in designing an appropriate questionnaire for use in social media surveys but not in traditional surveys. ---------CORRECT ANSWER-----------------False An analysis of social media content can aid in determining the content, structure, and wording of individual questions. ---------CORRECT ANSWER-----------------True For questionnaires to be used in surveys to be conducted in social media, the general principles and guidelines for questionnaire design remain the same as those for traditional media. ---------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
C) They may not be able to articulate certain types of responses. D) All of the selections represent a reason people typically cannot answer a survey question. E) B and C ---------CORRECT ANSWER-----------------D Initial questions in questionnaires that screen potential respondents to ensure they meet the requirements of the sample are called ________. A) double-barreled questions B) screening or qualifying questions C) random questions D) coefficient questions E) requirement questions ---------CORRECT ANSWER-----------------B Which of the following is NOT a situation in which respondents are likely to refuse to answer a survey question? A) They may feel there's simply too much effort involved. B) They may feel that the question is not needed. C) They may feel that the information is too sensitive. D) The question is a screening question. E) All of the selections represent a circumstance where respondents are likely to refuse to answer a survey question. ---------CORRECT ANSWER--- --------------D Which of the following is NOT a popular form of structured question? A) multiple-choice B) dichotomous C) open-ended D) scales E) All of the above are forms of structured questions ---------CORRECT ANSWER-----------------C
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
D) random question E) yay-nay question ---------CORRECT ANSWER-----------------A According to the text, ________ should be used when the researcher has reason to believe that the respondent thinks of the topic in yes/no terms. A) open-ended questions B) multiple-choice questions C) dichotomous questions D) random questions E) yay-nay answers ---------CORRECT ANSWER-----------------C In wording questions, the researcher should avoid doing all of the following EXCEPT ________. A) use industry jargon B) avoid ambiguous words C) use leading questions D) use positive and negative statements E) All of the above are things a researcher should avoid doing when writing questions. ---------CORRECT ANSWER-----------------D `Which of the following of the 6 W's is NOT particularly well-suited for serving as a guideline for defining the issue in a question? A) Who B) What C) When D) Where E) Why ---------CORRECT ANSWER-----------------E Which of the following is NOT a guideline that should be followed to avoid problems in question wording? A) use positive statements only B) define the issue
C) use ordinary words D) avoid ambiguous words E) avoid leading questions ---------CORRECT ANSWER-----------------A Which of the words below, when used in a question, tend to be confusing to respondents? A) usually B) normally C) frequently D) sometimes E) All may be confusing to respondents ---------CORRECT ANSWER--------- --------D A question that gives the respondent a clue as to what the answer should be is called a(n) ________. A) filtered question B) double-barreled question C) leading question D) open-ended question E) clue question ---------CORRECT ANSWER-----------------C Which of the following is NOT one of the three types of information that is obtained from a questionnaire? A) basic information B) problem-solving information C) classification information D) identification information E) C and D ---------CORRECT ANSWER-----------------B Which of the following types of information is the most important aspect of a marketing research study? A) basic information
