Marketing Final Exam

Blooms application 64 a regional airport manager

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Unformatted text preview: f jeans. a. primary b. secondary c. dichotomous d. convenience e. ethnographic ANS: A Primary data are information that is gathered for the first time for solving a particular problem, which in this case was done through the use of a focus group. PTS: 1 REF: 144-145 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 64. A regional airport manager conducted research to get a better understanding for the types of concessionaires to include in the planned terminal remodeling. She conducted two sets of group interviews, one with ten leisure flyers and another with ten business flyers. In each group, participants discussed what types of food, retail, and other services they wanted in the new terminal. These discussions are examples of: a. extended interviews b. focus groups c. observation d. ethnographic research e. secondary research ANS: B Focus groups consist of seven to ten people who participate in a group discussion led by a moderator. PTS: 1 REF: 144-145 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 65. Which type of interview question encourages an answer phrased in the respondent’s own words? a. A scaled-response question b. A Likert item c. A closed-ended question d. An open-ended question e. A free-form question ANS: D This describes an open-ended question. PTS: 1 Thinking REF: 145 OBJ: 09-3 TOP: AACSB Reflective KEY: CB&E Model Research MSC: BLOOMS Knowledge 66. Representatives of the Tourism Board of Arkansas visited state welcome centers and asked visitors to the state, “What is your reason for coming to Arkansas?” This would be an example of a(n) _____ question. a. scaled-response b. Likert scale c. open-ended d. dichotomous e. multiple choice ANS: C The question encouraged an answer phrased in the customer’s own words. PTS: 1 REF: 145 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 67. Suppose the American Red Cross sent out a questionnaire that included the question “Why are so many people reluctant to donate blood?” This would be an example of a(n): a. dichotomous response b. sampling frame question c. scaled-response question d. closed-ended question e. open-ended question ANS: E Open-ended questions encourage unlimited answer choices phrased in the respondent’s own words. PTS: 1 REF: 145 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 68. 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? a. True-false questions b. Mix-and-match questions c. Open-ended questions d. Scaled-response questions e. Closed-ended questions ANS: C Open-ended questions encourage unlimited answer choices phrased in the respondent’s own words. PTS: 1 REF: 145 Thinking KEY: C...
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