Question 1

In the survey used by an organization of mothers who swap toys,respondents were asked,"Would you be willing to pay a small fee in order to take advantage of this service? Circle YES or NO." What type of question is this?

Accepted Answer

Dichotomous questions ask questions that can be answered with "yes" or "no" or their equivalent.Dichotomous questions are closed-ended questions.

Question 2

Loic Bizel has a unique job.His mission is to walk the streets of Japan and locate fads.According to Bizel,"Japan is advanced.What will happen ten years from now is already happening in Japan." What kind of research is Bizel conducting?

Accepted Answer

He is watching what people do.

Question 3

In which of the following situations would a marketing researcher be most likely to use executive interviews?

Accepted Answer

Only the extruded plastic manufacturer would be selling exclusively in the business-to-business market.

Question 4

If Canadian Blood Services sent out a questionnaire that included the question,"Why are so many people reluctant to donate blood?" what would it be an example of?

Accepted Answer

Open-ended questions encourage unlimited answer choices phrased in the respondent's own words.

Question 5

Health providers have voiced concerns about the use of pesticides and the negative effects they possibly have on our health.A large insurance company is willing to sponsor a meeting of the nation's largest organic growers,pesticide producers,and retailers of organic foods if there is an interest in a cooperative effort to improve customers' perception of eating healthy.What type of survey technique would be most appropriate for determining if there is any real interest in such a meeting?

Accepted Answer

Since this is a topic where the respondent should be a product user as opposed to a consumer,executive interviews are most appropriate.

Question 6

Representatives of the Alberta Tourism Board visited provincial welcome centres and asked visitors to the province,"What is your reason for coming to Alberta?" What type of question would this be?

Accepted Answer

The question encouraged an answer phrased in the customer's own words.

Question 7

In a survey of consumer buying habits,Visa asked Canadian shoppers,"Do you ever buy holiday gifts for your pets?" What type of question is this?

Accepted Answer

There are only two possible answers-yes or no.

Question 8

Dryel is a Procter & Gamble product that allows consumers to dry-clean their clothes in a dryer.Before launching the product,P&G researchers visited consumers' homes and watched as people sorted laundry,creating piles of darks,whites,delicates,and items that would go to the dry cleaner because the people were unsure how to clean them.What type of research was this?

Accepted Answer

The researchers observed the consumers in their homes, which is a form of observation research.

Question 9

You have been given the task of creating a questionnaire that requires each respondent to provide a rich array of information based on his or her own frame of reference.Which of the following types of questions would best deliver such information?

Accepted Answer

Open-ended questions encourage unlimited answer choices phrased in the respondent's own words.

Question 10

When marketing researchers for Mars Candy wanted to know whether consumers would recommend a new sugar-free chocolate to friends,they used a question with five possible answers ranging from "Most Likely" to "Least Likely" and asked that the respondent choose one.This is an example of which of the following type of question?

Accepted Answer

The question with five possible answers ranging from "Most Likely" to "Least Likely" is an example of a scaled-response question. Scaled-response questions ask respondents to rate or rank something on a scale. In this case, the respondents are being asked to rate their likelihood of recommending the new sugar-free chocolate to friends.

Question 11

Which of the following have essentially the same advantages and disadvantages as in-home interviews?

Accepted Answer

Your text describes executive interviews as the industrial equivalent of door-to-door interviewing.

Question 12

A survey by Nelson asked consumers to check where they were most likely to look for information about a new book.Possible answers were book club catalogues,book reviews in newspapers,book reviews in magazines,television programs,friends,radio programs,local reading groups,or the Internet.What type of question was used in this survey?

Accepted Answer

A multiple choice question is a form of closed-ended question.

Question 13

What is the term for a form of personal interviewing that uses a group of seven to ten people who have been recruited because of certain desired consumer characteristics?

Accepted Answer

The term for a form of personal interviewing that uses a group of seven to ten people who have been recruited because of certain desired consumer characteristics is a focus group. Focus groups are commonly used in market research to gather qualitative data on consumer opinions and attitudes towards a product, service, or concept. The group discussion is often led by a moderator who asks open-ended questions and encourages participants to share their thoughts and experiences.

Question 14

What is one of the two most expensive types of survey research?

Accepted Answer

Executive interviews are typically the most expensive type of survey research, as they involve interviewing high-level executives or decision-makers within a company. The other expensive type of survey research is usually considered to be mail panel surveys, which involve recruiting and paying a panel of respondents to complete multiple survey questionnaires over time. However, this option was not listed in the answer choices.

Question 15

Which type of research depends on watching what people do?

Accepted Answer

Observation research involves watching and recording what people do. It does not require any interaction or communication with the subjects being observed. The other options (anonymous viewership, interactive, personal scanner) are not related to observation research.

Question 16

In a survey about new washing machine features,survey respondents were asked,"How often do you wash clothes? Check one: once a month,twice a month,every week,twice a week,more than twice a week." This is an example of which type of question?

Accepted Answer

This question is an example of a scaled response because it asks respondents to select an answer from a range of predefined frequency options, allowing for the measurement of the variable (frequency of washing clothes) on a scale.

Question 17

The owner of a chain of Mexican restaurants wanted to know how his employees interacted with restaurant patrons.Which of the following research methods is most appropriate for learning this information?

Accepted Answer

This is an appropriate research project for observation research.Mystery shoppers are one of the two primary forms of observation research.

Question 18

When people are hired to record traffic patterns in a shopping mall,what type of research are they engaging in?

Accepted Answer

Research that does not rely on direct interaction with people is observation research.

Question 19

Which type of research is the study of human behaviour in its natural condition and often proves that consumers do not do what they say they do,such as how they use a computer or what they watch on television?

Accepted Answer

Ethnographic research involves observing and studying human behavior in its natural setting, which can reveal discrepancies between what people say they do and what they actually do. This is particularly useful for understanding consumer behavior, as it can reveal insights that might not have been apparent through other research methods like surveys or experiments.

Question 20

What do mystery shoppers engage in?

Accepted Answer

The answer of What do mystery shoppers engage in?
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Quiz 4: Decision Support Systems and Marketing Research