A typical telephone interview should last how long?
a. 1-2 minutes
b. 3-4 minutes
c. 5-10 minutes
d. 11-15 minutes
e. longer than 15 minutes
Question 2Current estimates suggest that over __________ percent of households have registered with the National Do-Not-Call (DNC) Registry.
a. 25
b. 40
c. 50
d. 75
e. 90
Question 3Studies that rely on phone books
a. under represent households that move from one geographic area to another.
b. often end up with an inadequate sampling frame.
c. might encounter a non-coverage area.
d. do not include wireless numbers.
e. All of the above are true.
Question 4Which of the following are advantages of highly structured questionnaires?
a. They are simple to administer.
b. They are relatively straight forward.
c. There is no need for extensive interviewer training.
d. a, b, and c.
e. None of the above are advantages of highly structured questionnaires
Question 5You must conduct research to find out a great deal of information about potential customers. You need a minimum of 300 people and you know that you don't have a lot of money to conduct the research, so you will use
a. in-office personal interviews.
b. in-home personal interviews.
c. focus group interviews.
d. mail questionnaire.
e. observation research.
Question 6A day before elections, a local political candidate for mayor made a speech stressing several important points. To find out whether these points impacted the candidate's popularity, he needed to obtain questionnaire data from registered hometown voters. He would be advised to employ
a. focus group interviews.
b. telephone interviews.
c. personal interview surveys.
d. a mail survey.
e. the use of a passive people meter.
Question 7Jane Doe wants to administer a short survey on student driving habits to a representative sample of students at the local university. She secured a list of students from the student directory. She assigned each student a unique number and then used a random number table to select her sample. The student directory from which Jane selected her sample of students to contact is referred to as
a. sampling frame.
b. sampling control.
c. sampling error.
d. sampling directory.
e. None of the above.
Question 8Which technique allows you to achieve the benefits of random digit dialing by adding some randomly determined number to the telephone number drawn from the telephone directory?
a. Plus-one sampling
b. Plus random number dialing
c. Random 1 digit dialing
d. Telephone dialing
e. None of the above.
Question 9The question: What was your reaction to the Budweiser advertisement you saw on television during the Super Bowl? is an example of a type of question where the respondents are free to answer in their own words rather than being limited to choosing from among a set of alternatives
a. open-ended questions.
b. closed-ended questions.
c. scaled-response questions.
d. ad reaction measurement.
e. None of the above.
Question 10John was stopped at the local shopping centers and asked if he would be willing to participate in a research study. Since John was alone and mainly doing window-shopping, he agreed to participate. John was taken to a room and shown four new advertisements and asked various questions related to the ads. This type of technique is called?
a. Person-on-the-street interview
b. Mall-intercept interview
c. Drop-off survey
d. Ad recall interview
e. None of the above.
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