Marketing Research Spring Test 3 Set 1

Front 1

involves interviews with a large number of respondents using a predesigned questionnaire

Back 1

survey

Front 2

what are the four basic survey modes used?

Back 2

person administered surveys, computer assisted surveys, self administered surveys and mixed mode (hyrbrid) surveys

Front 3

is conducted in the home of the respondent. cost per interview is very high.

Back 3

in home interview

Front 4

one in which the respondent is encountered and questioned while he or she is visiting a shopping mall

Back 4

mall intercept interview

Front 5

advantages of mall intercept interview.

Back 5

prescence of interviewer who can interact with the respondent

Front 6

disadvantages of mall interview

Back 6

sample represenativeness, refusal to take part in interview, does not have a comfortable home environment

Front 7

take place in person while the respondent is in his or her office, or perhaps in a company lounge area.

Back 7

in office interviews

Front 8

in many ways the research industry's standard. a field data collection company installs several telephone lines at one location and the interviewers make calls from the central location

Back 8

central location interviewing

Front 9

advantages of central location interviewing

Back 9

resources are pooled, interviewers can handle multiple surveys, savings and control. quality control.

Front 10

another variation of the self administered survey is the ------- ----- -----, in which the survey represenative approaches a prospective respondent, introduces the general purpose of the survey to the prospect, and leaves ith with the respondent to fill out on his or her own.

Back 10

drop off survey

Front 11

is one in which the questions are mailed to prospective respondents, who are asked to till them out and return them to the research by mail.

Back 11

mail survey

Front 12

advantages of mail survey

Back 12

no interviewers to recruit, train, monitor or compensate, possible to access very specific groups of target respondents. very inexpensive

Front 13

the mail survey is plaged by what two major problems?

Back 13

non response, and self selection bias

Front 14

questionnaires that are not returned

Back 14

non response

Front 15

means that those who do respond are probably different from those who do not fill out the mail survey and return it; therefore, the sample gained through this method is non represenative of the general population.

Back 15

self selection bias

Front 16

the percentage of the population that posesses some characteristic necessary to be included in the survey. for example targeting reistered votoers, or persons 16 years of age and older.

Back 16

incidence rate

Front 17

types of person administered interviews

Back 17

in home interviews, mall intercept interviews, in office interviews, telephone interviews

Front 18

types of self administered surveys

Back 18

drop off survey, mail surveys,