Marketing Final Exam

Hard to get a representative sample of the population

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Unformatted text preview: asuring attitudes and opinions b. the need to interview people standing up c. its high cost relative to in-home interviews d. the difficulty of demonstrating new products e. the difficulty of obtaining a representative sample of the population of interest ANS: E One drawback of a mall intercept interview is that it is hard to get a representative sample of the population. PTS: 1 REF: 143 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 45. A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic by having consumers feel and respond to the fabric. Which form of survey would allow it to do this? a. A telephone interview b. A mail questionnaire c. A mall intercept d. An observation study e. A laboratory test ANS: C A mall intercept allows demonstration of the product, and the others do not. Observation studies and laboratory tests is not types of surveys. PTS: 1 REF: 143 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 46. Computer-assisted personal interviewing and computer-assisted self-interviewing are computerized techniques for conducting: a. CLT interviews b. mall intercept interviews c. e-mail interviews d. in-home interviews e. focus groups ANS: B Computer technology can be applied by marketing researchers when conducting mall interviews. PTS: 1 REF: 143 OBJ: 09-3 TOP: AACSB Technology KEY: CB&E Model Research | CB&E Model Online/Computer MSC: BLOOMS Knowledge 47. Which of the following is an interviewing method in which the interviewer reads the questions from a computer screen and enters the respondent’s data directly into the computer? a. Central-location interviewing facility b. Computer-assisted personal interviewing c. Computer-assisted self-interviewing d. Direct-entry interviewing e. Computer-mediated interviewing ANS: B This is the definition of computer-assisted personal interviewing. PTS: 1 REF: 143 OBJ: 09-3 TOP: AACSB Technology KEY: CB&E Model Research | CB&E Model Online/Computer MSC: BLOOMS Knowledge 48. Which of the following is an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into a computer? a. Central-location interviewing b. Computer-assisted personal interviewing c. Computer-assisted self-interviewing d. Primary interviewing e. secondary interviewing ANS: C This is the definition of computer-assisted self-interviewing. PTS: 1 REF: 143 OBJ: 09-3 TOP: AACSB Technology KEY: CB&E Model Research | CB&E Model Online/Computer MSC: BLOOMS Knowledge 49. A _____ is a specially designed phone room used to conduct telephone interviewing. a. controlled-feedback facility (CFF) b. collaboratively located communications (CLC) center c. multi-interviewer location site d. central-location telephone (CL...
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