4.06 Quiz Questions

1. What is a common method of collecting research data that often involves the use of questionnaires?

Case study

Mail survey

Message board

Behavior chart

2. What is the most appropriate data-collection method to use when a business wants to determine how its employees interact with customers?

Experiment

Observation

Employee survey

Telephone interview

3. What is an example of a marketing-research method that is used to collect primary data?

Customer survey

Census data

Trade-journal article

External reports

4. What type of scale is a firm using when a survey format has a seven-point rating system consisting of opposite adjectives on each end of the scale?

Semantic differential

Likert

Stapel

Random rating

5. When should researchers ask potentially sensitive questions during an interview?

Toward the end of the interview

At the beginning of the inventory to get them out of the way

Throughout the interview

At the mid-point of the interview to allow time for the reearcher to build rapport

6. What data-collection method can be used to obtain product information during the point-of-purchase process?

Volume-tracking scanner

Photographic scanner

E-mail survey

Statistical survey

7. The SBU Company developed a survey in which respondents are provided the same number of favorable and unfavorable rating options. What type of scale has this survey used?

Sequential

Continious

Spliced

Balanced

8. How can ill-designed questionnaires affect survey participants?

Can make them question the survey's purpose

Can decrease their response rate

Can decrease their desire to answer personal questions

Can make them take their time to complete the survey