Marketing Research An Applied Orientation 6th Edition Malhotra Test Bank

Marketing Research An Applied
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Marketing Research: An Applied Orientation, 6e (Malhotra)
Chapter 6 Descriptive Research Design: Survey and Observation
1) With the survey method of obtaining information respondents are asked a variety of questions
regarding their behavior, intentions, attitudes, awareness, motivations, and demographic and
lifestyle characteristics.
Answer: TRUE
Diff: 2 Page Ref: 179
LO : 1
2) In structured data collection, a formal questionnaire is prepared and the questions are asked in
a prearranged order; thus the process is also direct. Direct means that the purpose of the project
is not disclosed to the respondents.
Answer: FALSE
LO : 1
3) The most popular data-collection method is the structured direct survey.

Answer: TRUE
LO : 1
4) Survey questionnaires may be administered in four major modes: (1) telephone interview, (2)
personal interviews, (3) mall interviews, and (4) electronic interviews (Figure 6.1 in the text).
Answer: FALSE
LO : 1
5) With computer automated telephone surveying, human intervention is needed to record the
questions to be asked during the phone survey.
Answer: TRUE
LO : 1
6) In the traditional mail interview, questionnaires are mailed to random potential respondents.
Answer: FALSE
LO : 1
7) A mail panel consists of a large, nationally representative sample of businesses that have
agreed to participate in periodic mail questionnaires and product tests.
Answer: FALSE
LO : 1
1
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
8) Because of the mail panel members' commitment, the response rates can approach 80 percent.
Answer: TRUE
LO : 1
9) Mail panels can be used to obtain information from the same respondents repeatedly.
Answer: TRUE
LO : 1
10) Electronic surveys can be conducted by e-mail or administered on the Internet or the Web.
Answer: TRUE
LO : 1
11) To conduct an e-mail survey, the survey is written within the body of the e-mail message.
Answer: TRUE
Diff: 1 Page Ref: 186-187
LO : 1
12) Not all survey methods are appropriate in a given situation.

Answer: TRUE
AACSB: Reflective Thinking
LO : 2
13) If the use of physical stimuli is necessary, such as the product, a product prototype,
commercials, or promotional displays during the interview, in-home interviews are preferable to
personal interviews conducted at central locations (mall intercept and CAPI).
Answer: FALSE
LO : 2
14) Telephones offer access to geographically dispersed respondents and hard to reach areas.
Answer: TRUE
LO : 2
15) A sampling frame is a representation of the elements of the target population. It consists of a
list or set of directions for identifying the target population.
Answer: TRUE
LO : 2
2
16) The random digit dialing (rdd) technique is used to overcome the bias of business and recent
numbers.
Answer: FALSE
LO : 2
17) Personal interviews conducted at central locations (mall intercept and CAPI) offer the least
degree of environmental control.
Answer: FALSE
LO : 2
18) Mail surveys, mail panels, e-mail, and Internet surveys require a large field force.
Answer: FALSE
LO : 2
19) Less effort is required of the respondent in a personal interview than in a telephone or mail
interview.
Answer: TRUE
LO : 2
20) The potential for non-response bias increases as the response rate decreases.
Answer: TRUE
LO : 2
21) Computer assisted personal interviews tend to be the most expensive mode of data collection
per completed response.
Answer: FALSE
LO : 2
22) The various data-collection modes are mutually exclusive.

Answer: FALSE
LO : 2
23) Unstructured observation is most appropriate for conclusive research.

Answer: FALSE
LO : 3
3
24) In unstructured observation, potential for observer bias is high. For this reason, the
observation findings should be treated as hypotheses to be tested rather than as conclusive
findings.
Answer: TRUE
LO : 3
25) An example of structured observation would be an auditor performing inventory analysis in a

store.
Answer: TRUE
LO : 3
26) Observing children playing with new toys is an example of unstructured observation.
Answer: TRUE
LO : 3
27) A primary method of observation using the Internet is to count the number of times a Web
page is visited.
Answer: TRUE
LO : 3
28) Voice pitch analysis measures emotional reactions through changes in the respondent's voice
and is a type of mechanical observation.
Answer: TRUE
LO : 3
29) Response latency is used as a measure of the relative preference for various alternatives.
Answer: TRUE
LO : 3
30) Generally, the pantry audit is conducted in conjunction with one of the survey methods.
Answer: TRUE
LO : 3
31) The pantry audit is a type of audit where the researcher inventories the brands, quantities,
and package sizes of products in a consumer's home.
Answer: TRUE
LO : 3
4
32) Content analysis could be profitably employed in the analysis of structured questions.
Answer: FALSE
LO : 3
33) It is best to view observation as a complement to survey methods, rather than as being in
competition with them.
Answer: TRUE
LO : 3
34) Questions that require respondents to choose from a set of predetermined answers are
________ questions.
A) dual response
B) fixed alternative
C) open-ended
D) none of the above
Answer: B
LO : 1
35) Which of the following is a disadvantage of the survey method of data collection?
A) The questionnaire is simple to administer.
B) The data obtained are reliable because the responses are limited to the alternatives stated.
C) Wording questions properly is not easy.
D) Coding, analysis, and interpretation of data are relatively simple.
Answer: C
LO : 1
36) Telephone interviews may be further classified as traditional telephone interviews or

________ (Figure 6.1 in the text).
A) in-home
B) computer-assisted telephone interviews (CATI)
C) both A and B are correct
D) none of the above
Answer: B
LO : 1
5
37) Which telephone interview method involves phoning a sample of respondents and asking
them a series of questions with the interviewer using a paper questionnaire to record the
responses with a pencil?
A) traditional telephone
B) in-home
C) computer-assisted telephone interviewing (CATI)
D) Internet
Answer: A
LO : 1
38) ________ interviewing uses a computerized questionnaire administered to respondents over

the telephone.
A) Traditional telephone
B) In-home
C) Computer-assisted telephone interviews (CATI)
D) Internet
Answer: C
LO : 1
39) Which of the following statements is not correct about computer-assisted telephone
interviewing (CATI)?
A) The computer checks the responses for appropriateness and consistency.
B) Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data-
collection process, coding questionnaires and entering the data into the computer, are eliminated.
C) Multiple questions appear on the screen at one time.
D) Interim and update reports on data collection or results can be provided almost
instantaneously.
Answer: C
LO : 1
40) Which of the following is not a personal interview method?

A) in-home
B) mall intercept
C) computer-assisted personal interview (CAPI)
D) e-mail
Answer: D
LO : 1
6
41) Which personal interviewing method utilizes help screens and courteous error messages?
A) in-home
B) mall intercept
C) computer-assisted personal interview (CAPI)
D) e-mail
Answer: C
LO : 1
42) Decisions related to the ________ portion of the mail interview package involve
sponsorship, personalization, and type of appeal (Table 6.1 in the text).
A) outgoing envelope
B) cover letter
C) questionnaire
D) incentive
Answer: B
LO : 1
43) Decisions related to "monetary versus non-monetary" and "prepaid versus promised amount"
relate to which portion of the mail interview package?
A) outgoing envelope
B) cover letter
C) questionnaire
D) incentive
Answer: D
LO : 1
44) Limitations of e-mail surveys include all of the following except ________.
A) Questionnaires cannot utilize programmed skip patterns, logic checks, or randomization
B) Skipping instructions (e.g., "If the answer to question 5 is yes, go to question 9") must appear
explicitly, just as on paper
C) There is inherent self-selection bias
D) Some e-mail software products limit the length of the body of an e-mail message
Answer: C
LO : 1
7
45) Advantages of Web surveys over e-mail surveys include which of the following?
A) Graphs, images, animations, and links to other Web pages may be integrated into or around
the survey.
B) It is possible to validate responses as they are entered.
C) Skip patterns can be programmed and performed automatically.
D) All of the above are correct.
Answer: D
LO : 1
46) The extent to which the respondent can interact with the interviewer and survey
questionnaire refers to the ________.
A) flexibility of data collection
B) sample control
C) response rate
D) control of data collection environment
Answer: A
LO : 2
47) The degree of interaction the respondent has with the interviewer and the questionnaire, as
well as the ability to actually see the questions, refers to the ________.
A) respondent control
B) sample control
C) diversity of questions that can be asked in a survey
Answer: C
LO : 2
48) Table 6.2 in the text provides a comparative evaluation of survey methods. Which two
methods were shown as high on the flexibility of data collection criteria?
A) in-home interviews; computer assisted telephone interviews (CATI)
B) in-home interviews; mall intercept interviews
C) Internet; mall intercept interviews
D) computer assisted telephone interviews (CATI); mall intercept interviews
Answer: B
LO : 2
8
49) Table 6.2 in the text provides a comparative evaluation of survey methods. Mall intercept
surveys allow for diversity of questions. Which two additional methods are also shown as high
on the diversity of question criteria?
A) in-home interviews; computer assisted personal interviews (CAPI)
B) in-home interviews; computer assisted telephone interviews (CATI)
C) Internet; computer assisted telephone interviews (CATI)
D) computer assisted telephone interviews (CATI); mall-intercept interviews
Answer: A
LO : 2
50) The use of physical stimuli is not limited in ________.

A) traditional telephone interviews
B) CATI
C) e-mail surveys
D) mall-intercept interviews
Answer: D
LO : 2
51) The ability of the survey mode to reach the units specified in the sample effectively and
efficiently refers to the ________.
A) flexibility of data collection
B) sample control
C) diversity of questions that can be asked in a survey
Answer: B
LO : 2
52) Which of the following statements about sample control is true?

A) Mailing lists for mail surveys are sometimes unavailable, outdated, or incomplete.
B) It is possible to identify specific user groups within a mail panel and to direct the survey to
households with specific characteristics.
C) It can be difficult to prevent respondents from completing an Internet survey multiple times.
D) All of the above statements are true.
Answer: D
LO : 2
9
53) According to Table 6.2 in the text, the comparative evaluation of survey methods,
interviewers and supervisors involved in data collection refers to the ________ criteria.
A) response rate
B) control of field force
C) social desirability/sensitive information
D) perceived anonymity
Answer: B
LO : 2
54) Table 6.2 in the text provides a comparative evaluation of survey methods. Which two
methods are shown as low on the quantity of data criteria?
A) traditional telephone interviews; computer assisted telephone interviews (CATI)
B) in-home interviews; mall intercept interviews
C) Internet; mall intercept interviews
D) computer assisted telephone interviews (CATI); mall intercept interviews
Answer: A
LO : 2
55) According to Table 6.2 in the text, the comparative evaluation of survey methods, the
percentage of the total attempted interviews that are completed refers to the ________ criteria.
A) response rate
Answer: A
LO : 2
56) According to Table 6.2 in the text, the comparative evaluation of survey methods, the
tendency of the respondents to give answers that are socially acceptable whether or not they are
true refers to the ________ criteria.
A) response rate
Answer: C
LO : 2
10
57) The Internet is the fastest method of obtaining data from a large number of respondents.
There are many reasons for this speed. Which of the following is not one of those reasons?
A) the speed with which the questionnaire can be created
B) the speed with which the incentive is sent
C) the speed with which the questionnaire is distributed to respondents
D) the speed with which the data are returned
Answer: B
LO : 2
58) Observational methods may be ________ or ________.

A) structured; unstructured
B) direct; indirect
C) conducted in a natural environment; conducted in a contrived environment
D) all of the above
Answer: D
LO : 3
59) ________ involves observation techniques where the researcher clearly defines the behaviors
to be observed and the methods by which they will be measured.
A) Natural observation
B) Contrived observation
C) Structured observation
D) Unstructured observation
Answer: C
LO : 3
60) ________ is observation that involves a researcher monitoring all relevant phenomenon,
without specifying the details in advance.
A) Natural observation
B) Contrived observation
C) Structured observation
D) Unstructured observation
Answer: D
LO : 3
11
61) When Canon Cameras was losing market share in the United States to Minolta, Canon
decided that its distributor, Bell & Howell, was not giving adequate support. Canon sent
Tatehiro Tsuruta to the United States to look into the problem. On entering a camera store, he
would act just like a customer. He would note how the cameras were displayed and how the
clerks served customers. Canon utilized ________, ________ observation in a ________ setting.
A) unstructured; disguised; contrived
B) unstructured; disguised; natural
C) structured; undisguised; natural
D) structured; undisguised; contrived
Answer: B
AACSB: Analytic Skills
LO : 3
62) Which statement is not true about natural observation?

A) The observed phenomenon will more accurately reflect the true phenomenon.
B) A disadvantage of natural observation is the cost of waiting for the phenomenon to occur.
C) A test kitchen set up in a shopping mall would be used in a natural observation.
D) A disadvantage is the difficulty of measuring the phenomenon in a natural setting.
Answer: C
LO : 3
63) In the department store project, license plate observations could be used to establish the
primary trading area of a shopping mall. Observers record the license plate numbers of the
automobiles in a parking lot. This is an example of ________.
A) mechanical observation
B) personal observation
C) content analysis
D) trace analysis
Answer: B
LO : 3
64) Nielsen uses audimeters attached to television sets to continually record what channel the set
is tuned to. This is an example of ________.
C) content analysis
D) trace analysis
Answer: A
LO : 3
12
65) ________ includes observation as well as analysis.
A) Trace analysis
B) Mechanical observation
C) Personal observation
D) Content analysis
Answer: D
LO : 3
66) In the department store patronage project, ________ may be used to analyze magazine
advertisements of the sponsoring and competing stores to compare their projected images.
C) content analysis
D) trace analysis
Answer: C
LO : 3
67) ________ is an approach in which data collection is based on physical traces, or evidence, of
past behavior.
A) Mechanical observation
B) Personal observation
C) Content analysis
D) Trace analysis
Answer: D
LO : 3
68) In the context of the department store patronage project, analyzing store charge card slips to
examine customer store credit usage behaviors is an example of ________.
C) content analysis
D) trace analysis
Answer: D
LO : 3
13
69) Which of the following marketing applications is not an example of trace analysis?
A) A sample of 100 magazines were examined to determine how the portrayal of women in U.S.
magazine advertisements has changed over the past 10 years.
B) The selective erosion of tiles in a museum indexed by the replacement rate was used to
determine the relative popularity of exhibits.
C) The age and condition of cars in a parking lot were used to assess the affluence of customers.
D) The magazines people donated to charity were used to determine people's favorite magazines.
Answer: A
LO : 3
70) Which statement is false concerning the different observation methods?

A) Mechanical observation can vary widely from low to high structure depending upon on the
methods used.
B) The degree of disguise is low in the case of audits, as it is difficult to conceal the identity of
auditors.
C) Observation bias is high in the case of mechanical observation because a human observer is
involved.
D) The ability to observe in a natural setting is low in trace analysis because the observation
takes place after the behavior has occurred.
Answer: C
LO : 4
71) Which of the following advantages is not a reason why data analysis bias is low for audits
and content analysis?
A) because the variables are precisely defined
B) because the phenomenon to be observed can be recorded continuously
C) because the data are quantitative
D) because statistical analysis is conducted
Answer: B
LO : 4
72) ________ is a method of last resort.

A) The mail interview
B) Content analysis
C) Trace analysis
D) The mall intercept interview
Answer: C
LO : 4
14
73) Which of the following advantages is the greatest advantage of observation methods?
A) If the observed phenomenon occurs frequently or is of short duration, observational methods
may be cheaper and faster than survey methods.
B) The data obtained are reliable because the responses are limited to the alternatives stated.
C) Observational methods permit measurement of actual behavior rather than reports of intended
or preferred behavior.
D) Coding, analysis, and interpretation of data are relatively simple.
Answer: C
LO : 5
74) The most serious disadvantage of observation is ________.

A) if the observed phenomenon occurs frequently or is of short duration, observational methods
may be cheaper and faster than survey methods.
B) the reasons for the observed behavior may not be determined because little is known about the
underlying motives, beliefs, attitudes, and preferences.
C) observational methods permit measurement of actual behavior rather than reports of intended
or preferred behavior.
D) observational data is often time consuming and expensive and it is difficult to observe certain
forms of behavior, such as personal activities.
Answer: B
LO : 5
75) Which of the following statements is true about ethnographic research?

A) It is the study of human behavior in its natural context and involves observation of behavior
and setting along with depth interviews.
B) Sometimes audio and visual recordings are obtained.
C) Both A and B are correct.
D) None are correct.
Answer: C
LO : 4
76) ________ involves trained observers posing as consumers and shopping at company or
competitor-owned stores to collect data about customer-employee interaction and other
marketing variables. (Choose the best answer.)
A) Personal observation
B) Structured observation
C) Mystery shopping
D) Contrived observation
Answer: C
LO : 4
15
77) Discuss the personal interviewing methods.
Answer: Personal interviewing methods may be categorized as in-home, mall intercept, or
computer-assisted. In personal in-home interviews, respondents are interviewed face-to-face in
their homes. The interviewer's task is to contact the respondents, ask the questions, and record
the responses. In mall intercept personal interviews, respondents are intercepted while they are
shopping in malls and brought to test facilities in the malls. The interviewer then administers a
questionnaire as in the in-home personal survey. The advantage of mall intercept interviews is
that it is more efficient for the respondent to come to the interviewer than for the interviewer to
go to the respondent. In computer-assisted personal interviewing (CAPI), the respondent sits in
front of a computer terminal and answers a questionnaire on the computer screen by using the
keyboard or a mouse. Help screens and courteous error messages are also provided. The
colorful screens and on- and off-screen stimuli add to the respondent's interest and involvement
in the task.
LO : 1
78) Discuss the traditional mail interview method and the typical mail interview package.
Answer: In the traditional mail interview, questionnaires are mailed to pre-selected potential
respondents. A typical mail interview package consists of the outgoing envelope, cover letter,
questionnaire, return envelope, and possibly an incentive. The respondents complete and return
the questionnaires. There is no verbal interaction between the researcher and the respondent.
However, before data collection can begin, the respondents need to be at least broadly identified.
Therefore, an initial task is to obtain a valid mailing list. Mailing lists can be compiled from
telephone directories, customer rosters, or association membership rolls or purchased from
publication subscription lists or commercial mailing list companies. Regardless of its source, a
mailing list should be current and closely related to the population of interest. The researcher
must also make decisions about the various elements of the mail interview package (see Table
6.1 in the text).
LO : 1
16
79) Briefly discuss mechanical observation. What is it and why is it used? Describe two devices
used for mechanical observation that do not require the respondent's direct participation.
Answer: In mechanical observation, mechanical devices, rather than human observers, record
the phenomenon being observed. These devices may or may not require the respondents' direct
participation. They are used for continuously recording ongoing behavior for later analysis. Of
the mechanical devices that do not require respondents' direct participation, the ACNielsen
audimeter is best known. The audimeter is attached to a television set to continually record what
channel the set is tuned to. Recently, people meters have been introduced. People meters attempt
to measure not only the channels to which a set is tuned but also who is watching. Other
common examples include turnstiles that record the number of people entering or leaving a
building, and traffic counters placed across streets to determine the number of vehicles passing
certain locations. On-site cameras (still, motion picture, or video) are increasingly used by
retailers to assess package designs, counter space, floor displays, and traffic flow patterns.
Technological advances such as the Universal Product Code (UPC) have made a major impact
on mechanical observation. The UPC system, together with optical scanners, allows for
mechanized information collection regarding consumer purchases by product category, brand,
store type, price, and quantity.
LO : 3
80) Discuss how the researcher would code and analyze data obtained from a content analysis.
Answer: Content analysis can involve tedious coding and analysis. However, microcomputers
and mainframes can be used to facilitate coding and analysis. The manifest content of the object
can be computer coded. Analytical categories for classifying the units of analysis are developed
and the communication is broken down according to prescribed rules. The observed frequencies
of category codes can be aggregated and compared on the criteria of interest using computers.
While content analysis has not been widely used in marketing research, the technique offers
great potential.
LO : 3
17
81) What are the issues surrounding selecting the appropriate survey method for an international
marketing research project (Table 6.6 in the text)?
Answer: No questionnaire administration method is superior in all situations. The use of CATI,
CAPI, and mail panels depends heavily on the state of technological development in the country.
Likewise, the use of mall intercept interviewing is contingent upon the dominance of shopping
malls in the retailing environment. The same is true for e-mail and Internet surveys, which rely
on access to computers and the Internet. The major methods of interviewing should be carefully
evaluated on the criteria given in Table 6.6 in the text. In collecting data from different
countries, it is desirable to use survey methods with equivalent levels of reliability, rather than
the same method. As in the case of surveys, the selection of an appropriate observation method
in international marketing research should also take into account the differences in the economic,
structural, informational and technological, and socio-cultural environment. Table 6.6 in the text
presents a comparative evaluation of the major modes of collecting quantitative data in the
context of international marketing research.
AACSB: Multicultural and Diversity
LO : 6
82) What are the researcher's responsibilities with regards to anonymity in survey and
observation research?
Answer: An ethical issue that is salient in survey and observation research is respondents'
anonymity. Researchers have an obligation to not disclose respondents' names to outside parties,
including the client. This is all the more critical if the respondents were promised anonymity in
order to obtain their participation. The client is not entitled to the names of respondents. Only
when respondents are notified in advance and their consent is obtained prior to administering the
survey can their names be disclosed to the client. Even in such situations, the researcher should
have the assurance that the client will not use respondents' names in sales efforts or misuse them
in other ways.
Often the behavior of people is observed without their knowledge because informing the
respondents may alter their behavior. However, this can violate the respondents' privacy. One
guideline is that people should not be observed for research in situations where they would not
expect to be observed by the public. However, observing people in public places like a mall or a
grocery store is appropriate if certain procedures are followed. Notices should be posted in these
areas stating that they are under observation for marketing research purposes. After the data have
been collected, the researcher should obtain the necessary permission from the respondents. If
any of the respondents refuse to grant permission, the observation records pertaining to them
should be destroyed. These guidelines should also be applied when using cookies on the Internet.
AACSB: Ethical Reasoning
LO : 7
18

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Marketing Research An Applied

Orientation 6th Edition Malhotra Test

3) The most popular data-collection method is the structured direct survey.

12) Not all survey methods are appropriate in a given situation.

22) The various data-collection modes are mutually exclusive.

23) Unstructured observation is most appropriate for conclusive research.

25) An example of structured observation would be an auditor performing inventory analysis in a

36) Telephone interviews may be further classified as traditional telephone interviews or

38) ________ interviewing uses a computerized questionnaire administered to respondents over

40) Which of the following is not a personal interview method?

50) The use of physical stimuli is not limited in ________.

52) Which of the following statements about sample control is true?

58) Observational methods may be or .

62) Which statement is not true about natural observation?

70) Which statement is false concerning the different observation methods?

72) ________ is a method of last resort.

74) The most serious disadvantage of observation is ________.

75) Which of the following statements is true about ethnographic research?

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