1. What type of research is being conducted to answer the question: "Can we describe the age, gender, and income of our typical purchaser?"

1. Exploratory research
2. Focus group research
3. Descriptive research
4. Causal research

2. The _____ is a master plan that specifies the methods and procedures for collecting and analyzing the needed information.

1. research design
2. research objective
3. research program
4. sample plan

3. Which of the following is NOT a task a researcher must perform in formulating a research design?

1. Specify the information needed
2. Determine how to make the research design error free
3. Specify the measurement and scaling procedures
4. Determine the sampling process and sample size

4. The people who answer survey questions are referred to as _____.

1. researchers
2. clients
3. respondents
4. users

5. Telephone interviewing is not a popular mode of administering questionnaires in countries that ________.

1. have a low rate of households with telephones
2. have a high rate of households with telephones
3. use English as a national language
4. All of the above

6. Facts or recorded measures of certain phenomena (things or events) are known as _____.

1. data
2. information
3. market intelligence
4. knowledge

7. Which of the following has typically been shown to produce the highest response rates in mail surveys as an incentive for participation in the study?

1. an enclosed ball-point pen
2. a monetary incentive
3. an appeal for help
4. a list of other potential respondents

8. _____ research aims to clarify ambiguous situations or discover ideas that may amount to true business opportunities.

1. Exploratory
2. Preliminary
3. Clarifying
4. Descriptive

9. Which of the following has the highest item non-response rate?

1. Door-to-door interview
2. Mail survey
3. Telephone interview
4. Internet survey

10. The number of questionnaires returned or completed divided by the total number of sample members provided a chance to participate is called _____.

1. churn
2. click rate
3. response rate
4. success rate

11. An organization's inventory figures are a good example of:

1. cookies
2. internal records
3. external records
4. CRM

12. Which type of bias occurs when a respondent wishes to make a favorable impression or save face in the presence of an interviewer?

1. Random sampling bias
2. Social desirability bias
3. Administrative bias
4. Interviewer cheating

13. Which type of research is being conducted when a researcher conducts an experiment toanswer the question, "Will consumers purchase more of our brand if we change the packagedesign?"

1. Causal research
2. Exploratory research
3. Pilot study research
4. Descriptive research

14. Large, representative samples are used to collect data that are analyzed with statistical techniques for which of the following types of research designs?

1. Subjective research
2. Exploratory research
3. Conclusive research
4. Observational research

15. When a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer, this is an example of _____.

1. interviewer bias
2. auspices bias
3. administrative bias
4. acquiescence bias