Marketing Final Exam

Groups is one way of collecting such data pts 1 ref

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Unformatted text preview: es of focus groups with business owners to find out more about what they wanted in bank services. With the focus groups, Community Trust was collecting _____ data. a. primary b. ethnographic c. consensual d. secondary e. collaborative ANS: A Primary data is information collected for the first time, and the use of focus groups is one way of collecting such data. PTS: 1 REF: 142 | 144-145 OBJ: 09-3 TOP: AACSB Reflective Thinking KEY: CB&E Model Research MSC: BLOOMS Application 39. _____ studies collect data on two different projects using one questionnaire. a. Piggyback b. Single-source c. Synergistic d. e. Multi-tiered Dual-coding ANS: A A piggyback study gathers data on two different projects using one questionnaire and is a costsaving technique. PTS: 1 REF: 143 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 40. Research done by ShopLocal.com found that Americans today are concerned enough about sustaining the environment that they are willing to spend more. Suppose that to cut the cost of the research, ShopLocal.com included a second study asking consumers about their preferences in the upcoming presidential elections. This research would be an example of: a. a dual-purpose analysis b. a piggyback study c. a Siamese twin project d. a two-for-one integrative study e. dual experimentation ANS: B Piggyback studies collect data on two different projects using one questionnaire. PTS: 1 REF: 143 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 41. The most popular method for gathering primary data is _____, in which a researcher interacts with people to obtain facts, opinions, and attitudes. a. heuristic oriented b. survey research c. experiments d. observation research e. single-source research ANS: B Survey research takes several forms and is the most popular method for gathering primary data. PTS: 1 REF: 143 Thinking KEY: CB&E Model Research 42. In-home personal interviews: a. b. c. d. e. OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge offer high-quality data at a high cost offer the ability to obtain high-quality data at a low cost are becoming increasingly more popular are less expensive than mall intercepts offer information of moderate quality but at a low cost ANS: A The cost of interviewer time and mileage is high, but these interviews yield high-quality information. PTS: 1 REF: 143 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Analysis 43. Which type of survey research method involves interviewing people in the common areas of shopping malls? a. Telephone interviews b. Panel surveys c. Mall intercept interview d. Centralized interviews e. Interactive research ANS: C This is the definition of a mall intercept interview. PTS: 1 REF: 143 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 44. A major limitation of the mall intercept interview is: a. the difficulty of me...
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This document was uploaded on 09/29/2013.

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