Question 1

"Why do you attend university?" is an example of which type of question?

Accepted Answer

This question is an example of an open-ended question because it allows for a detailed, unrestricted response, rather than requiring a simple yes/no or a choice from fixed alternatives.

Question 2

The question, "How many meals will you eat in restaurants in the next year?" is an example of a(n):

Accepted Answer

This question is considered unanswerable because it asks for a prediction about future behavior, which the respondent cannot know with certainty.

Question 3

When marketers decide to use surveys to ask questions, they make each of the following assumptions EXCEPT:

Accepted Answer

Marketers cannot assume that people will answer according to how they hope the marketers want them to respond. This is because people might feel uncomfortable to answer honestly or try to present themselves in a more positive light.

Question 4

"What is your age? A. Under 20 years, B. 21 to 45 years, C. 46 to 60 years" is most likely an example of a(n):

Accepted Answer

The question only provides three age ranges as answer options, which is nonexhaustive and could potentially exclude individuals outside of those ranges. Additionally, the question combines two different questions into one by asking about age and then providing age ranges as answer options.

Question 5

The following question that appears on a questionnaire, "What is your age? A. less than 20 years old, B. 20 to 40 years old, C. 40 to 60 years old, D. 60 years old or more" is most likely an example of a(n):

Accepted Answer

The answers are not mutually exclusive because someone could be 40, 50, or 60 years old and could choose more than one option, which would lead to inaccurate data analysis.

Question 6

A survey shows that 92.6 percent Canadians from Ontario have used toothpaste in the last twelve months and 87.2 percent of Canadians from the Western provinces have used toothpaste during the same period. This information was most likely gathered by using which type of question?

Accepted Answer

The question most likely provided respondents with two options: "Have you used toothpaste in the last twelve months?" with the answer options of "Yes" or "No." This is a dichotomous question as it only allows for two possible responses.

Question 7

A marketer sends out a newsletter to one group that has the sent address of 'newsletter@companyX.com.' This marketer sends out the same newsletter to another group that has the sent address of 'alex_g@companyX.com.' The researcher is
Attempting to determine the differences in response and open rates based on which address the newsletter is sent from. What is the marketer engaging in?

Accepted Answer

The marketer is conducting an experiment by manipulating one variable (the sender email address) to determine its effect on another variable (response and open rates).

Question 8

"Do you smoke? Answer either Yes or No even if it is only on rare occasions that you do smoke" is an example of which type of question?

Accepted Answer

This question only allows for a binary response, either "Yes" or "No," making it a dichotomous question.

Question 9

What type of question is the following? Check your degree of agreement with the following statement: "Marketing is an interesting subject."
( )Strongly Agree ( )Agree ( )Disagree ( )Strongly Disagree

Accepted Answer

This is a Likert scale question since it requires respondents to rate their degree of agreement with the statement using a scale. A dichotomous question only has two possible responses (e.g. yes or no), a semantic differential scale question requires respondents to rate their opinion using opposite adjectives (e.g. good-bad), and an open-ended question allows respondents to freely provide any answer without choosing from a pre-set list of options.

Question 10

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, a great deal of information was gathered to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of a closed-ended question that might have been asked?

Accepted Answer

A closed-ended question is one that can be answered with a simple "yes" or "no" or a specific answer. The question "Would you be interested in buying the Torrid merchandise on the Internet?" is closed-ended as it can be answered with a simple "yes" or "no". The other options are open-ended questions that elicit more detailed responses.

Question 11

What kind of questions are the following? "Place an X in the space that describes your feelings about this test."
Easy ____ __ __ __ __ Difficult
Fair__ __ __ __ Unfair

Accepted Answer

These questions use a semantic differential scale, which is a type of survey question that measures people's reactions to stimulus words and concepts in terms of ratings on bipolar scales defined by adjectives at each end.

Question 12

The type of question you are answering if you are asked to indicate on a seven-point scale anchored by 'highly unlikely' to 'highly likely' to the question "What is the likelihood that you will purchase a new laptop computer within the next 12 months?" is an example of a ________question.

Accepted Answer

A semantic differential question uses a scale with opposite adjectives at each end, such as 'highly unlikely' to 'highly likely', to measure attitudes or perceptions.

Question 13

"Do you like pretzels and chips? ___ Yes ___ No." is a poorly worded question because:

Accepted Answer

The question is actually two questions in one, asking about two different types of snacks. It should have been separated into two separate questions, one for pretzels and one for chips.

Question 14

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, a great deal of information was gathered to determine what types of items should be carried, the image of the store, its advertising, etc. Which of the following is an example of an open-ended question that might have been asked?

Accepted Answer

A open-ended question allows for a more detailed and open response, unlike closed-ended questions that only require a yes or no response. Question C asks about the person's self-image, which allows for a more open-ended response and can provide insight into what kind of clothing and image would be attractive to the target market.

Question 15

"Did you drive to college and buy your lunch there last week?" is most likely an example of a(n):

Accepted Answer

This question combines two separate inquiries (about driving to college and buying lunch) into one, making it a compound question.

Question 16

A test market for a new Kellogg's cereal is an example of a(n):

Accepted Answer

A test market for a new Kellogg's cereal would involve manipulating an independent variable (the new cereal) and measuring its effect on a dependent variable (sales, consumer feedback, etc.). This is a classic example of an experiment.

Question 17

The type of question you are answering right now is an example of a(n) ________question.

Accepted Answer

This is a fixed alternative question because it provides a set of specific options to choose from.

Question 18

"Have you been to a dentist within the past six months? ___Yes____No?" is an example of which type of question?

Accepted Answer

This is a dichotomous question since it only allows for two possible answers - Yes or No.

Question 19

The following question that appears on a questionnaire, "Did you serve any healthy, nutritious meals last week?" is most likely an example of a(n):

Accepted Answer

A leading question is one that suggests the desired answer. In this case, the question suggests that the respondent should have served healthy, nutritious meals last week.

Question 20

One of the reasons to choose using brain-imaging based neuromarketing tools over traditional focus groups is that:

Accepted Answer

Brain-imaging based neuromarketing tools provide a more accurate understanding of consumer behavior and preferences as they directly measure the brain's response to stimuli, rather than relying on self-reported data from focus groups. While these tools may be more expensive than traditional focus groups, the increased accuracy can ultimately lead to greater success in marketing efforts.

Quiz 8: Marketing Research: From Information to Action

"Why do you attend university?" is an example of which type of question?

The question, "How many meals will you eat in restaurants in the next year?" is an example of a(n) :

When marketers decide to use surveys to ask questions, they make each of the following assumptions EXCEPT:

"What is your age? A. Under 20 years, B. 21 to 45 years, C. 46 to 60 years" is most likely an example of a(n) :

The following question that appears on a questionnaire, "What is your age? A. less than 20 years old, B. 20 to 40 years old, C. 40 to 60 years old, D. 60 years old or more" is most likely an example of a(n) :

A survey shows that 92.6 percent Canadians from Ontario have used toothpaste in the last twelve months and 87.2 percent of Canadians from the Western provinces have used toothpaste during the same period. This information was most likely gathered by using which type of question?

"Do you smoke? Answer either Yes or No even if it is only on rare occasions that you do smoke" is an example of which type of question?

What type of question is the following? Check your degree of agreement with the following statement: "Marketing is an interesting subject." ( ) Strongly Agree ( ) Agree ( ) Disagree ( ) Strongly Disagree

What kind of questions are the following? "Place an X in the space that describes your feelings about this test." Easy Difficult Fair Unfair

The type of question you are answering if you are asked to indicate on a seven-point scale anchored by 'highly unlikely' to 'highly likely' to the question "What is the likelihood that you will purchase a new laptop computer within the next 12 months?" is an example of a ________question.

"Do you like pretzels and chips? _ Yes _ No." is a poorly worded question because:

"Did you drive to college and buy your lunch there last week?" is most likely an example of a(n) :

A test market for a new Kellogg's cereal is an example of a(n) :

The type of question you are answering right now is an example of a(n) ________question.

"Have you been to a dentist within the past six months? _Yes__No?" is an example of which type of question?

The following question that appears on a questionnaire, "Did you serve any healthy, nutritious meals last week?" is most likely an example of a(n) :

One of the reasons to choose using brain-imaging based neuromarketing tools over traditional focus groups is that:

Quiz 8: Marketing Research: From Information to Action

"Why do you attend university?" is an example of which type of question?

The question, "How many meals will you eat in restaurants in the next year?" is an example of a(n) :

When marketers decide to use surveys to ask questions, they make each of the following assumptions EXCEPT:

"What is your age? A. Under 20 years, B. 21 to 45 years, C. 46 to 60 years" is most likely an example of a(n) :

The following question that appears on a questionnaire, "What is your age? A. less than 20 years old, B. 20 to 40 years old, C. 40 to 60 years old, D. 60 years old or more" is most likely an example of a(n) :

A survey shows that 92.6 percent Canadians from Ontario have used toothpaste in the last twelve months and 87.2 percent of Canadians from the Western provinces have used toothpaste during the same period. This information was most likely gathered by using which type of question?

"Do you smoke? Answer either Yes or No even if it is only on rare occasions that you do smoke" is an example of which type of question?

What type of question is the following? Check your degree of agreement with the following statement: "Marketing is an interesting subject." ( ) Strongly Agree ( ) Agree ( ) Disagree ( ) Strongly Disagree

What kind of questions are the following? "Place an X in the space that describes your feelings about this test." Easy ____ __ __ __ __ Difficult Fair__ __ __ __ Unfair

The type of question you are answering if you are asked to indicate on a seven-point scale anchored by 'highly unlikely' to 'highly likely' to the question "What is the likelihood that you will purchase a new laptop computer within the next 12 months?" is an example of a ________question.

"Do you like pretzels and chips? ___ Yes ___ No." is a poorly worded question because:

"Did you drive to college and buy your lunch there last week?" is most likely an example of a(n) :

A test market for a new Kellogg's cereal is an example of a(n) :

The type of question you are answering right now is an example of a(n) ________question.

"Have you been to a dentist within the past six months? ___Yes____No?" is an example of which type of question?

The following question that appears on a questionnaire, "Did you serve any healthy, nutritious meals last week?" is most likely an example of a(n) :

One of the reasons to choose using brain-imaging based neuromarketing tools over traditional focus groups is that:

What kind of questions are the following? "Place an X in the space that describes your feelings about this test." Easy Difficult Fair Unfair

"Do you like pretzels and chips? _ Yes _ No." is a poorly worded question because:

"Have you been to a dentist within the past six months? _Yes__No?" is an example of which type of question?