4.12 Frank

#15 Which of the following is a characteristic of unstructured observation? A. Often records a variety of behaviors B. Uses standard checklists to document behavior C. Requires the use of surveillance equipment D. Most often limits observer with specific guidelines

#15 Answer: A The answer is A because the answer is obvious.

# 16 What is the advantage is using personal interviews to collect marketing data? A. Biased interviewer B. Slow collection rate C. Limited interaction D. High flexibility

#16 Answer: D The answer is D because D is for dogs.

# 63 What is a common methods of collecting research date that often involves the use of questionnaires? A. Case study B. Mail survey C. Message board D. Behavior chart

#63 Answer: B Mail survey. A survey is a marketing-research method that involves asking consumers questions in order to learn their opinions and the reasons behind those opinions. Researches often use mail surveys that are sent to individuals’ homes as a way of collecting data. A message board is a gathering place for transmitting ideas or information through electronic communication. A case study is an instructional method that involves giving trainees a written description of an organizational problem, and the trainees are asked to determine the problem and potential solutions. Behavior chart is not a common method of collecting research data.

#64 What data-collection methods can be used to obtain product information during the point-of-purchase process? A. Volume-tracking scanner B. photographic scanner C. E-mail survey D. Statistical survey

#64 Answer: A Volume-tracking scanner. A scanner is an electronic device that reads or translates codes that are placed on products and enters the product information into a computer. Scanners are commonly used during a sales transaction, which is the point of purchase. This is a popular method of collecting information about customers’ buying habits and inventory status because the scanning system can track large volumes of goods. Once enough data are collected, researchers evaluate the data to determine how fast or slow certain products are moving, which is information they can use to make business decisions.

#64 Explanation Continued Photographic scanner, e-mail surveys, and statistical surveys are not data collection methods that researchers use during the point of purchase process.

A. Experiment B. Observation C. Employee survey D. Telephone interview #65 What is the most appropriate data-collection method to use when a business wants to determine how its employees interact with customers? A. Experiment B. Observation C. Employee survey D. Telephone interview

#65 Answer: B Observation. Observing the way in which employees and customers interact is one way to obtain information about customer service and customer satisfaction. This technique involves watching how the employees and customers communicate with one another without them knowing that they are being observed. The observation approach often provides the researcher with insight (verbal and nonverbal cues) that s/he cannot obtain by holding a telephone interview or by distributing a survey.

Cont. For example, if observation research indicates that several employees have problems helping customers select the appropriate product, the business can take steps to train employees so they can better help customers. An experiment involves manipulating certain factors in a controlled environment to determine the cause and effect of variable combinations. An experiment would not be the appropriate approach to determine how employees interact with customers.

#66 What is an example of a marketing-research method that is used to collect primary data? Customer Survey Census Data Trade-Journal Article External Reports

#66 Answer: A Customer survey. Primary marketing research is information that a business obtains for a specific purpose. Businesses use many techniques to obtain primary data, such as observation, interviews, and surveys. Surveys contain questions about the information the business wants to obtain. For example, a business might distribute a survey to its customers when it wants to find out what the customers think of the business’s goods and services. Census data, trade-journal articles, and external reports are forms of secondary research.