当代市场调研 （原第12版）测试题及答案 ch08

Chapter8 Testbank

Chapter8:OnlineMarketingResearch-TheGrowthofMobileandSocialMediaResearch

MultipleChoice

Whichofthefollowingisnotanadvantageofonlinesurveys?

a. rapiddeployment

b. dramaticallyreducedcosts

c. representativesample

d. highresponserates

e. Alloftheseareadvantagesofonlinesurveys.

Answer:c

Whichofthefollowingisthebiggestcomplaintaboutusingonlinesurveys?

a. slowdeployment

b. lowerresponserates

c. lackofrepresentativesample

d. lackofcallbackprocedures

e. allofthese

Answer:c

Whichofthefollowingisnotcharacteristicofonlinesurveys?

a. onlineself-administeredinterview

b. significantinterviewerbias

c. mediumtohighriskconcerningrepresentativeness

d. purchasedlistofnon-profiledrespondents

Answer:b

Aresearcherislaunchinganonlinesurveyandwantstofocusonfemaleswhoearnmorethan$75,000peryear.Whattypeofinternetsampleshouldtheyuse?

a. datacaptureofWebvisitors

b. randomwebsiteintercepts

c. unrestrictedInternetsample

d. noneofthese

Answer:d

Onlinesurveysareidealfor:

a. reachingalowincidencepopulation.

b. reachingahighincidencepopulation.

c. reachingseniorcitizens.

d. asurveythatrequiresextensiveprobing.

Answer:a

GreenfieldOnlineandHarrisInteractiveareexamplesof_______.

a. recruitedpanels

b. opt-inlistrentals

c. opt-inpanels

d. mailpanels

e. datacaptureofvisitors

Answer:a

Whichofthefollowingisaweaknessofonlinesurveying?

a. hardtoreachlowincidencepopulations

b. moredataprocessingrequiredthantraditionalsurveys

c. somerespondentsmaybeoversurveyed

d. notabletogatheropen-endedresponses

Answer:c

Aresearcherinterestedinreachingalowincidencepopulationshouldconsiderwhattypeofonlinesample?

a. openonlinepanel

b. closedonlinepanel

c. endconsumerpanel

d. closedmailpanel

Answer:b

Aresearcherwhowantedtoconductfocusgroupswithbrainsurgeonsmightbeadvisedtouse:

a. traditionalfocusgroups.

b. onlinefocusgroups.

c. amallintercepttorecruit.

d. doortodoorinterviews

Answer:b

Whichofthefollowingarenotdisadvantagesoftraditionalonlinefocusgroups?

a. lessenedgroupdynamics

b. lackofnonverbalinputs

c. exposuretoexternalstimulilessefficient

d. Allaredisadvantagesofonlinefocusgroups.

Answer:d

Onlinefocusgroupshaveanadvantageovertraditionalfocusgroupsinthattheyreduce:

a. objectivity

b. participationrates

c. travelcosts

d. groupdynamics

e. noneofthese

Answer:c

Whenaresearcher“Googles”atopicinordertotrytoframearesearchproblem,he/sheisseekingwhattypeofdata?

a. primary

b. secondary

c. quantitative

d. noneofthese

Answer:b

Fromtheresearcher’spointofview,themostimportantthingforpanelcompaniestoconsideris:

a. recruitingpanelmembersinthemostcosteffectiveway.

b. havingalargenumberofpanelmembers.

c. maintainingqualitystandardsinrecruitingpanelmembers.

d. noneofthese

Answer:c

Whichofthefollowingisanadvantageofvideo-basedonlinefocusgroups?

a. Moderatorscanseeandhearparticipants

b. Probingisnotcompromised.

c. Participantscanloginfromanypartofthecountry

d. Built-incollaborationtoolsenablethemoderatortoshowmultipleformsofstimuli

e. Alloftheseareadvantages

Answer:e

Recently,marketresearchershaveusedblogstodowhichofthefollowing?

a. monitorbrands

b. tracktrends

c. profilecustomers

d. identifyunmetneeds

e. allofthese

Answer:e

Onlinesurveymethodsdonothelpreducewhichofthefollowingcosts?

a. training

b. telecommunications,

c. managementcosts

d. moderator

Answer:d

Theideathatanyonewhowishestocompleteaquestionnaireonlinecandosoismostcloselyrelatedtowhichofthefollowingissues?

a. AnunrestrictedInternetsample

b. Alackofcallback

c. Atimeconstraintonline

d. Nosampleframe

e. Noneofthese

Answer:a

Whichofthefollowingisanexampleofasurveydesignandweb-hostingsite?

a. Quanquest

b. SawtoothCiW

c. SurveyMonkey

d. SurveyGold

Answer:c

Whichofthefollowingisnotanadvantageofmobileresearch?

a. Increasedresponserates

b. Increasedconvenience

c. BroaderReach

d. Richercontent

e. Qualityinthecontent

Answer:e

Whichofthefollowingisnotagooddesigntechniqueformobilesurveys?

a. Createashortsurvey

b. Minimizethenumberofpages

c. Createsimplequestions

d. Minimizeallnonessentialcontent

e. Addmanygraphicstohelpexplainconcepts

Answer:e

True/False

OneoftheadvantagesofInternetsurveysistheirabilitytoaccesshard-to-reachrespondents.

Answer:True

AproblemwithInternetsurveysisthehighcostofdevelopment,whichbringsdownprojectprofitabilitymorethanothermodesofdatacollection.

Answer:False

Internetsurveyshaveahighercostpersurveythantelephonesurveys.

Answer:False

Someprominentmarketingresearchersthinkthatonlinefocusgroupscanreplaceconventionalfocusgroups.

Answer:True

Moderatorsplayamoreimportantroleinonlinefocusgroupsthanintraditionalfocusgroups.

Answer:False

Openpanelrecruitmentismorelikelytoleadto“professional”respondents.

Answer:True

Respondentparticipationiscriticaltothesuccessoftheresearchprocessinordertominimizenonresponsebias.

Answer:True

Blogscannotbeusedasaformofindividualdepthinterviews(IDI).

Answer:False

Traditionalonlinefocusgroupsarelesseffectiveatprobingthanofflinefocusgroups.

Answer:True

Webcamfocusgroupsrequirelessscreeningthanatraditionalofflinefocusgroup.

Answer:False

TheInternetisanexcellenttooltolocategroupparticipantsthatfitaveryspecificsetofrequirements.

Answer:True

Onlineindividualdepthinterviewsmaybetheonlywaytoreachpeoplesuchasphysiciansorbusyexecutives.

Answer:True

Internetsurveyresultstakeamuchlongertimetotabulateresultsthantraditionalsurveys.

Answer:False

AproblemwithonlinesurveysisthatthesampleframeneededmaynotbeavailableontheInternet.

Answer:True

Commercialonlinepanelsarecreatedfortheexclusiveuseofonespecificcompanyorforoneparticularproject.

Answer:False

Usingaclosedonlinepanelrecruitmentmethodgivesapanelprovidergreatercontroloverwhoisinvitedtothepanel.

Answer:True

Respondentsofonlinesurveysrespondathigherratesandmorequicklyonmobiledevices.

Answer:True

Muchsocialmediamarketingresearchisdifferentfromtraditionalsurveyresearch.

Answer:True

Forresearcherswantingtoconducttraditionalsurveyresearch,socialmediashouldnotbeusedasarespondentrecruitingtool.

Answer:False

Emailinvitesareanotherwaytoobtainrespondentsforonlineresearch.

Answer:True

Emailinvitescanbegeneratedrandomly(similartorandomdigitdialing)ifyoudonothavealistofemailaddressesthatqualifyforasurvey.

Answer:False

Onlinesurveysarefasterthantraditionalmethods.

Answer:True

Emailsurveystakelongertoanalyzethantraditionalmethods.

Answer:False

Smartphone-friendlysurveysaregreatforcapturinglongerwrittenresponses.

Answer:False

EssayQuestions

Listanddescribeatleastfiveadvantagesofonlinesurveysovertraditionalsurveys.

Answer:Lowercosts,rapiddeployment,abilitytopersonalize,highresponseratesandtheabilitytocontact“hard-to-reach”are5ofthemorepopularreasonsresearchersareturningtoonlinesurveys.

Listanddescribeatleastthreedisadvantagesofonlinesurveys.

Answer:Manydisadvantagesarelistedinthebook:Theinternetisnotrepresentativeofthepopulationasawhole,unrestrictedInternetsamplescanoccur,thesampleframeneededmaynotbeavailableontheInternet,lackofcallbackprocedurestoclarifyopen-endresponses,potentialforquestionnaireprogrammingerrors,orsomepotentialrespondentscan’tcompletethesurveyordownloadphotosandvideoquickly.

Explainthedifferencebetweenatraditionalmarketingresearchsurveyandasocialmediacommunityproject?

Answer:Muchsocialmediamarketingresearchisdifferentfromtraditionalsurveyresearch.RatherthanaproductmanageraskingaresearchteamtodetermineX,Y,andZ,andthenhavetheresearchersconductthesurveyandprovidetherequestedfeedback,socialmediaresearchismoreinteractive,viaafewquestions,andobservationsovertime.Socialmedia,suchasFacebook,Twitter,Pinterest,andLinkedIn,giveopportunitiestomarketingresearcherstobetterunderstandthei