Marketing Final Exam

Question ans b this is the definition of a scaled

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Unformatted text preview: B&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 69. Which type of survey question is a closed-ended question designed to measure the intensity of a respondent’s answer? a. A semantic differential b. A scaled-response question c. An interval-based question d. A sampling frame question e. A bounded-frame question ANS: B This is the definition of a scaled-response question. PTS: 1 REF: 145 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 70. 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.” This is a(n) _____ question. a. open-ended b. sampling frame c. scaled-response d. double-barreled e. dichotomous ANS: E Dichotomous questions ask questions that can be answered with “yes” or “no.” PTS: 1 REF: 145 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 71. PetSmart, a large chain of pet shops, surveyed consumers and asked, “Do you ever buy holiday gifts for your pets?” Respondents checked “Yes” or “No” to answer this question. This is an example of a(n) _____ survey question. a. scaled-response b. Likert scale c. open-ended d. dichotomous e. multiple choice ANS: D With dichotomous questions, there are only two possible answers––yes or no. PTS: 1 REF: 145 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 72. A survey by RoperASW asked consumers to check where they were most likely to look for information about a new book. Possible answers were book club catalogs, 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? a. Multiple choice b. Dichotomous c. Scaled response d. Open-ended e. Sampling frame ANS: A Multiple choice questions are a type of closed-ended question in which a selection is to be made from a limited list of responses. PTS: 1 REF: 145 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 73. Which of the following is the BEST example of an effective question on a mail survey? a. Do you believe the synergy of the indigenous population has created a precursor to ecological disaster? b. Why do you think dogs make good pets and cats make poor pets? c. Have you ever put food out for wild birds? d. What is the economy of scale achieved by the transference of heat through solar cells? e. Will you be buying a new car soon and will it be a foreign car? ANS: C The correct alternative is the only question that is not ambiguous, does not use difficult terminology, and asks only one question. PTS: 1 REF: 145 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Evaluation 74. When marketing researchers for a local fitness club...
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This document was uploaded on 09/29/2013.

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