Marketing Final Exam

09 3 top aacsb technology msc blooms knowledge speed

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Unformatted text preview: T) facility e. telephone outsourcing center ANS: D This is the definition of a central-location telephone (CLT) facility. This type of facility has many phone lines, individual interviewing stations, sometimes monitoring equipment, and headsets. PTS: 1 REF: 143 KEY: CB&E Model Research 50. Telephone interviews offer: a. b. c. d. e. OBJ: 09-3 TOP: AACSB Technology MSC: BLOOMS Knowledge speed in gathering data a potential for reaching all households few nonresponses the ability to collect large amounts of complex data the lowest-cost method for obtaining data ANS: A Telephone interviews are one of the fastest means for collecting data. See Exhibit 9.2. PTS: 1 REF: 143-144 KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Technology MSC: BLOOMS Comprehension 51. The office of lieutenant governor was vacated, and a special election was called to fill the office. When the head of the state’s Department of Education decided she might run for the office, she was unsure how running for this office could affect her long-term plans for running for the office of U.S. senator. She has hired a research company to obtain survey data from voters in the state. Given that she must make a decision in less than three weeks, the research company should use: a. a telephone survey b. focus group interviews c. personal interview surveys d. a mail survey e. a passive people meter ANS: A The quickest way to ascertain this information would be a telephone survey of state voters. PTS: 1 REF: 143-144 KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Technology MSC: BLOOMS Application 52. Low response rate is a problem commonly associated with: a. exit interviews b. executive interviews c. mail surveys d. mall intercept interviews e. in-home interviews ANS: C Mail surveys often have low response rates. PTS: 1 REF: 144 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 53. You must conduct research to find out a great deal of information about the motives and desires of potential customers for a home delivery grocery service. You need a sample of at least 300 people who spend at least $100 weekly at the supermarket, and you don’t have a lot of money to conduct the research. You should use: a. a marketing experiment b. in-home personal interviews c. focus group interviews d. mail surveys e. observation research ANS: D Mail surveys are the least expensive method of data collection for a sample of this size when a lengthy survey is required. PTS: 1 REF: 144 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 54. When the Boston Symphony Orchestra wanted to determine how to make classical music appeal to younger concertgoers, it hired AMN to conduct a survey. It was important that the survey have a relatively low cost and offer anonymity to respondents to ensure candid answers. Which form of survey research should AMN have used? a. A mail survey b. A focus group c. An in-home personal in...
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This document was uploaded on 09/29/2013.

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