Marketing Research Essentials 8th Edition by Carl McDaniel Jr – Test Bank

Marketing Research Essentials 8th Edition by Carl McDaniel Jr – Test Bank

Chapter 6: Online Marketing Research

Multiple Choice

1. Which of the following is not an advantage of online surveys?
a. rapid deployment
b. dramatically reduced costs
c. representative sample
d. high response rates
e. All of the above are advantages of online surveys.

Ans: C
Difficulty: Medium
Response: See pages 140–143
Ref: Survey Research on the Internet
Learning Objective 6.5: To gain insights into survey research on the internet.

2. Which of the following is the biggest complaint about using online surveys?
a. slow deployment
b. lower response rates
c. lack of representative sample
d. lack of callback procedures
e. all of the above

Ans: C
Difficulty: Medium
Response: See page 143
Ref: Survey Research on the Internet
Learning Objective 6.5: To gain insights into survey research on the internet.

3. Which of the following is not characteristic of Internet email surveys?
a. online self-administered interview
b. significant interviewer bias
c. medium to high risk concerning representativeness
d. bulk email contact
e. purchased list of non-profiled respondents

Ans: B
Difficulty: Medium
Response: See page 140
Ref: Survey Research on the Internet
Learning Objective 6.5: To gain insights into survey research on the internet.

4. A researcher is launching an online survey and wants to focus on females who earn more than $75,000 per year. What type of Internet sample should they use?
a. data capture of Web visitors
b. screened Internet sample
c. random web site intercepts
d. unrestricted Internet sample
e. none of the above

Ans: E
Difficulty: Hard
Response: See pages 144–146
Ref: Commercial Online Panels
Learning Objective 6.6: To appreciate the importance of panel management in maintaining data quality.

5. When beginning your research, why should you be wary of using a person’s personal page as a reference point?
a. Personal pages have no publisher or domain owner vouching for their validity
b. You must research the person whose page it is to validate their credentials
c. You don’t know if the information is factual or opinion
d. All of the above are why a personal page is not a good reference point

Ans: D
Difficulty: Medium
Response: See page 133
Ref: Internet Search Strategies
Learning Objective 6.1 To understand the online world as it applies to marketing research

6. When evaluating a webpage which of the following domains would automatically seems a qualified resource for secondary research?
a. .edu
b. .mil
c. .gov
d. .us
e. all of the above

Ans: E
Difficulty: Medium
Response: See Page 133
Ref: Internet Search Strategies
Learning Objective 6.1: To understand the online world as it applies to marketing research

7. An advantage of this type of recruited Internet sample is that it generates large pools of respondents who are available to respond quickly.
a. recruited panels
b. opt-in list rentals
c. opt-in panels
d. random website intercepts
e. data capture of visitors

Ans: A
Difficulty: Medium
Response: See pages 144–146
Ref: Commercial Online Panels
Learning Objective 6.6: To appreciate the importance of panel management in maintaining data quality.

8. Which of the following is a common complaint of online surveys?
a. time of deployment
b. lack of representative sample
c. high cost
d. none of the above

Ans: B
Difficulty: Medium
Response: See page 143
Ref: Survey Research on the Internet
Learning Objective 6.5: To gain insights into survey research on the internet.

9. Online surveys are ideal for:
a. reaching a low incidence population.
b. reaching a high incidence population.
c. reaching senior citizens.
d. a survey that requires extensive probing.

Ans: A
Difficulty: Easy
Response: See page 141
Ref: Online Survey Research
Learning Objective 6.1: To understand the online world as it applies to marketing
research.

10. Which of the following are disadvantages of online focus groups?
a. Group dynamics
b. Nonverbal inputs
c. Client involvement
d. Exposure to external stimuli
e. Role and skill of the moderator
f. All are disadvantages of online focus groups

Ans: F
Difficulty: Easy
Response: See page 136
Ref: Online Survey Research
Learning Objective 6.4: To understand the popularity and types of online focus groups

11. Greenfield Online and Harris Interactive are examples of _______.
a. recruited panels
b. opt-in list rentals
c. opt-in panels
d. mail panels
e. data capture of visitors

Ans: A
Difficulty: Medium
Response: See page 141
Ref: Online Survey Research
Learning Objective 6.6: To appreciate the importance of panel management in maintaining data quality.

12. A market researcher needs to study the shopping habits of married couples over the age of 30 in Moscow. Concerns about validating the study and sampling the right populations leads you to recommend______________________.
a. conducting parallel studies online and off
b. conduct an online study
c. conduct an offline study
d. none of the above

Ans: A
Difficulty: Medium
Response See page 142
Ref: Global Research
Learning Objective 6.2: To learn to use the Internet to gather secondary data for marketing research

13. Which of the following does not help researchers gain survey completions?
a. Avoiding research-ese in the language of a questionnaire
b. Keeping the survey completion time to less than twenty minutes
c. Keeping studies offering too much information, just ask questions
d. Providing opportunities for open-ended answers
e. All help researchers gain survey completions

Ans: C
Difficulty: Medium
Response: See page 144
Ref: Online Survey Research
Learning Objective 6.2 To learning about using the Internet to gather secondary data for market research

14. In a recent study, which incentive method was most effective at raising response rates for online surveys?
a. entering into a sweepstakes
b. free membership in a research panel
c. small cash payment for each respondent
d. none of the above

Ans: C
Difficulty: Hard
Response: See page 147
Ref: Commercial Online Panels
Learning Objective 6.5: To gain insights into survey research on the Internet.

15. Which of the following is a weakness of online surveying?
a. hard to reach low incidence populations
b. more data processing required than traditional surveys
c. some respondents may be over surveyed
d. not able to gather open-ended responses

Ans: C
Difficulty: Hard
Response: See page 143
Ref: Online Survey Research
Learning Objective 6.5: To gain insights into survey research on the Internet.

16. ____________________allows any person with Internet access to self-select and join a research panel.
a. open online panel
b. closed online panel
c. commercial online panel
d. end consumer online panel

Ans: A
Difficulty: Medium
Response: See pages 145–146
Ref: Commercial Online Panels
Learning Objective 6.6: To appreciate the importance of panel management in maintaining data quality.

17. ____________________invites only prevalidated individuals or those with shared known characteristics to enroll in a research panel.
a. open online panel
b. closed online panel
c. commercial online panel
d. end consumer online panel

Ans: B
Difficulty: Medium
Response: See pages 145–146
Ref: Commercial Online Panels
Learning Objective 6.6: To appreciate the importance of panel management in maintaining data quality.

18. ____________________is a group of individuals who agreed to receive invitations to do online surveys for a particular panel company.
a. open online panel
b. closed online panel
c. commercial online panel
d. end consumer online panel

Ans: C
Difficulty: Medium
Response: See pages 145–146
Ref: Commercial Online Panels
Learning Objective 6.6: To appreciate the importance of panel management in maintaining data quality.

19. A researcher interested in reaching a low incidence population should consider what type of online sample?
a. open online panel
b. closed online panel
c. end consumer panel
d. none of the above

Ans: B
Difficulty: Hard
Response: See pages 145–146
Ref: Commercial Online Panels
Learning Objective 6.6: To appreciate the importance of panel management in maintaining data quality.

20. A researcher who wanted to conduct focus groups with brain surgeons might be advised
to use:
a. traditional focus groups.
b. online focus groups.
c. a mall intercept to recruit.
d. none of the above.

Ans: B
Difficulty: Easy
Response: See pages 135–136
Ref: Online Qualitative Research
Learning Objective 6.4: To understand the popularity and types of online focus groups.

21. Which of the following are not disadvantages of online focus groups?
a. lessened group dynamics
b. lack of nonverbal inputs
c. less interviewer bias
d. exposure to external stimuli less efficient
e. All are disadvantages of online focus groups.

Ans: E
Difficulty: Easy
Response: See pages 136–137
Ref: Online Qualitative Research
Learning Objective 6.4: To understand the popularity and types of online focus groups.

22. Online focus groups have an advantage over traditional focus groups in that they reduce:
a. objectivity
b. participation rates
c. travel costs
d. group dynamics
e. none of the above

Ans: A
Difficulty: Medium
Response: See page 135
Ref: Online Qualitative Research
Learning Objective 6.4: To understand the popularity and types of online focus groups.

23. What type of data do newsgroups produce?
a. primary
b. secondary
c. quantitative
d. none of the above

Ans: B
Difficulty: Medium
Response: See page 129
Ref: Using the Internet for Secondary Data
Learning Objective 6.2: To learn about using the Internet to gather secondary data for marketing research.

24. When a researcher “googles” a topic in order to try to frame a research problem, he/she is seeking what type of data?
a. primary
b. secondary
c. quantitative
d. none of the above

Ans: B
Difficulty: Medium
Response: See page 132
Ref: Using the Internet for Secondary Data/Internet Search Strategies
Learning Objective 6.3: To appreciate Internet search strategies.

25. From the researcher’s point of view, the most important thing for panel companies to consider is:
a. recruiting panel members in the most cost effective way.
b. having a large number of panel members.
c. maintaining quality standards in recruiting panel members.
d. none of the above.

Ans: C
Difficulty: Medium
Response: See pages 144–145
Ref: Commercial Online Panels
Learning Objective 6.6: To appreciate the importance of panel management in maintaining data quality.

26. What type of research has basically replaced computer-assisted telephone interviewing?

a. Online survey research
b. Productive Research
c. Telephone Research
d. Random Research

Ans: A
Difficulty: Medium
Response: See page 129
Ref: The Online World
Learning Objective 6.1: To understand the online world as it applies to marketing research.

 

True/False

27. One of the advantages of Internet surveys is their ability to access hard-to-reach respondents.

Ans: True
Difficulty: Easy
Response: See page 141
Ref: Online Survey Research
Learning Objective 6.5: To gain insights into survey research on the Internet.

28. A problem with Internet surveys is that questionnaires must be long and detailed.

Ans: False
Difficulty: Medium
Response: See page 143
Ref: Online Survey Research
Learning Objective 6.5: To gain insights into survey research on the Internet.

29. A problem with Internet surveys is the cost of development, which brings down project profitability more than other modes of data collection.

Ans: False
Difficulty: Medium
Response: See page 143
Ref: Online Survey Research
Learning Objective 6.5: To gain insights into survey research on the Internet.

30. Internet surveys have a higher cost per survey than telephone surveys.

Ans: False
Difficulty: Easy
Response: See pages 140
Ref: Online Survey Research
Learning Objective 6.5: To gain insights into survey research on the Internet.

31. The cooperation rate for online studies using lists is typically higher than that for online studies that use panels.

Ans: False
Difficulty: Medium
Response: See pages 147–148
Ref: Commercial Online Panels
Learning Objective 6.6: To appreciate the importance of panel management in maintaining data quality.

32. Open-sourced panelists typically take longer than closed-source panelists to complete surveys.

Ans: False
Difficulty: Hard
Response: See page 146
Ref: Commercial Online Panels
Learning Objective 6.6: To appreciate the importance of panel management in maintaining data quality.

33. Some prominent marketing researchers think that online focus groups can replace conventional focus groups.

Ans: True
Difficulty: Medium
Response: See page 135
Ref: Online Qualitative Research
Learning Objective 6.4: To understand the popularity and types of online focus groups.

34. Moderators play a more important role in online focus groups than in traditional focus groups.

Ans: False
Difficulty: Hard
Response: See pages 135–136
Ref: Online Qualitative Research
Learning Objective 6.4: To understand the popularity and types of online focus groups.

35. Open panel recruitment is more likely to lead to “professional” respondents.

Ans: True
Difficulty: Hard
Response: See page 145
Ref: Commercial Online Panels
Learning Objective 6.6: To appreciate the importance of panel management in maintaining data quality.

36. A web community is a carefully selected group of consumers who agree to participate in an ongoing dialogue with a corporation.

Ans: True
Difficulty: Easy
Response: See page 138
Ref: Online Qualitative Research
Learning Objective 6.4: To understand the popularity and types of online focus groups.

37. Do-it-yourself software, such as SPSS Quanquest, requires that you do not offer the respondent a good experience if you expect the person to complete the survey.

Ans: False
Difficulty: Hard
Response: See page 144
Ref: Online Survey Research
Learning Objective 6.5: To gain insights into survey research on the Internet.

38. Respondent participation is critical to the success of the research process in order to minimize nonresponse bias.

Ans: True
Difficulty: Medium
Response: See page 147
Ref: Commercial Online Panels
Learning Objective 6.6: To appreciate the importance of panel management in maintaining data quality.

39. Mobile research can accommodate a variety of question-and-answer features beyond basic SMS messages.

Ans: True
Difficulty: Hard
Response: See page 144
Ref: Online Survey Research
Learning Objective 6.5: To gain insights into survey research on the Internet.

40. Commercial panel companies charge organizations for access to their panelists.

Ans: True
Difficulty: Hard
Response: See page 144
Ref: Online Survey Research
Learning Objective 6.5: To gain insights into survey research on the Internet.

41. Web communities provide researchers with access to brand advocates, emotionally invested in the company’s success.

Ans: True
Difficulty: Medium
Response: See page 138
Ref: Online Survey Research
Learning Objective 6.4: To understand the popularity and types of online focus groups.

42. Clients can’t observe online focus groups.

Ans: False
Difficulty: Medium
Response: See page 137
Ref: Online Survey Research
Learning Objective 6.2: To learn about using the Internet to gather secondary data for marketing research.

43. The first step in an Internet search strategy varies from project to project.

Ans: False
Difficulty: Medium
Response: See page 132
Ref: Online Survey Research
Learning Objective 6.2: To learn about using the Internet to gather secondary data for marketing research.

Essay Questions

44. Describe at least three advantages Internet interviewing would have over “snail-mail” interviewing.

Ans: Internet surveys would likely have the following advantages over “snail-mail” surveys:
a. much faster distribution to potential respondents;
b. automated compilation of the data collected;
c. the advantage of Web-based graphics to enhance the questionnaire;
d. faster data collection; better response rate, which reduces the likelihood of nonresponse bias.
Difficulty: Medium
Response: See pages 140–141
Ref: Online Survey Research
Learning Objective 6.1: To understand the online world as it applies to marketing research.