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Assignment Chapter 5: Descriptive and Causal Research Designs
Terms in this set (42)
In which of the following cases are descriptive research designs an appropriate choice for solving research problems?
- When the features of existing market situations need to be described or when current marketing mix strategies need to be evaluated
- When relationships between variables need to be identified or when there is a need to determine if differences exist between groups
A systematic bias that occurs when the final sample differs from the planned sample is called
Research procedures for collecting large amounts of data using question-and-answer formats are called
survey research methods
Response error is caused by
the effect of selective perception on a respondent's memory
Which of the following are advantages of quantitative survey research methods? (Check all that apply.)
-Results can be generalized to the target population as this method accommodates large sample sizes.
-It enables the study of relationships and concepts that are not directly measurable.
Data collection techniques that require the presence of a trained human interviewer who asks questions and records the subject's answers are called ___________ _____________ survey methods.
A structured question-and-answer exchange conducted in a respondent's home or within a respondent's office environment is called a(n) ______________-____________ _____________________
Identify the features of a mall-intercept interview. (Check all that apply.)
- It is less expensive and more convenient than an in-home interview.
-Even if respondents are screened, they are not likely to be representative of the target population.
Nonresponse error occurs when a sufficient number of the preselected prospective respondents in the sample
refrain from participating or are unreachable
_________ ___________ or faulty error occurs when respondents have impaired memory or do not respond accurately.
Which of the following are features of an in-home interview?
Confusing or complex questions can be clarified by an interviewer.
It is expensive and time consuming when compared to other survey methods.
Which of the following is an advantage of the telephone survey method?
It allows supervisors to closely monitor interviewers if they work out of a central location.
A face-to-face personal interview that takes place in a shopping mall is call a(n) _______-__________ _______________
Identify the disadvantages of using telephone interviews to collect data. (Check all that apply.)
This method does not typically allow nonaudio stimuli to be presented to respondents over the telephone.
The complexity of some questions increases when they have to be answered over the telephone.
Integrated telephone and computer system in which the interviewer reads the questions from a computer screen and enters respondents' answers directly into the computer program is known as _______________-___________ _______________ interview (CATI).
Field experiments are less expensive to conduct than laboratory experiments.
false (more expensive)
Questions examining causal relationships between variables are framed with the focus being on the specific impact one variable causes on another variable
In the context of selecting the appropriate survey method, the less detailed the information needed, the higher the respondents' knowledge level must be to get them to participate in a survey.
False (The more detailed the information needed, the higher respondents' knowledge level must be to get them to participate in the survey)
Telephone interviews facilitate interviews with respondents across a wide geographic area.
An in-home interview is a face-to-face structured question-and-answer exchange conducted in a respondent's home.
Long time frames give researchers the luxury of selecting the method that will produce the highest quality data.
Telephone surveys are not limited by national borders.
false (Telephone surveys also are limited, at least in practice, by national borders, and telephone surveys are seldom used in international research)
In low-incidence situations, personal interview surveys prove to be most effective.
false (In low-incidence situations, personal interview surveys would be used very sparingly because it costs too much to find that rare individual who qualifies)
An advantage of using a computer-assisted telephone interview (CATI) system to collect data is that
it allows the tabulation of results in real time at any point of the study
An advantage of telephone interviews is that they _____.
are more affordable, quicker, and better suited for collecting data from a large sample than face-to-face interviews
identify the factors that have led to the increased use of mobile phone surveys. (Check all that apply.)
Availability of wireless phone applications
Rapid decrease in landline phone penetration
High percentage of mobile phone usage
Identify the advantages of conducting telephone interviews to collect data.
The selection of a random sample is possible through random digit dialing.
Data collection is quicker than in face-to-face interviews.
Respondents across a wide geographic area can be interviewed.
Match the formats of mobile phone surveys (in the left column) with their features (in the right column).
Text-based format -
Choice, It allows a respondent to access a survey and display it as messages on the screen of a mobile phone.
It allows a respondent to access a survey and display it as messages on the screen of a mobile phone.
Web-based format - matches
Choice, It facilitates a continuous session without a time delay between questions and receipt of responses.
It facilitates a continuous session without a time delay between questions and receipt of responses.
Which of the following is a drawback of using telephone interviews to collect data?
The public has a poor perception of telephone interviews because of sugging.
Marketing researchers usually avoid making calls to mobile phone users to solicit participation as often as they do over landlines because _____.
autodialing is prevented by Federal Communications Commission (FCC) regulations
Identify a true statement about computer-assisted telephone interview (CATI) systems.
Questions that are irrelevant to a particular respondent is automatically skipped by the CATI program.
Which of the following is a disadvantage of mobile phone surveys?
They are unsuitable for research that involves complex and/or long questions and responses.
What are the advantages of using computer-assisted telephone interview (CATI) systems for a survey? (Check all that apply.)
They allow participants to pause an interview and resume and finish it at another time.
They eliminate the need for separate data entry and editing tasks associated with manual systems.
The method of conducting a marketing survey in which the data are collected using mobile phones is called a(n)
mobile phone survey
Drag and drop the formats of mobile phone surveys (in the left column) against their corresponding descriptions (in the right column).
Web-based format - Choice, This format can be combined with computer-assisted telephone interview systems to create computer-aided mobile interviewing.
This format can be combined with computer-assisted telephone interview systems to create computer-aided mobile interviewing.
matches - matches
Choice, This format is used for very short surveys and simple polling.
This format is used for very short surveys and simple polling.
Why do researchers avoid calling mobile phone users to solicit participation as often as they call landline users?
Mobile phone users may incur a cost when taking a survey.
Mobile phone users can disconnect the call in the middle of the survey as they could be distracted by other tasks when they are called.
A drawback of mobile phone surveys is that _____.
the capacity of mobile phones to handle graphics is somewhat limited
One major drawback of mail surveys is that _____.
a nonresponse bias can be created because of response rates being lower than those for face-to-face or telephone interviews
Which of the following are true of mail panel surveys?
Members of the mail panel are often not representative of the target population at large.
This method allows the same people to be questioned multiple times over an extended period.
Which of the following is an advantage of a drop-off survey?
It allows researchers to screen potential respondents and create interest in completing the questionnaire.
Which of the following is a disadvantage of mail surveys as a method of data collection?
Respondents who misunderstand questions tend to record responses that were not expected by the researchers.
The primary focus of causal research is to obtain data that allows researchers to assess cause-effect relationships between two or more variables, while data from exploratory and survey research designs enables researchers to _____.
evaluate noncausal relationships between variables
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