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Exam 8: Methods of Collecting Primary Data

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Question 41

Multiple Choice

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A questionnaire included a question on age and gave the following categories respondents could select: 0-10 years old, 10-20 years old, 15-30 years old, 25-40 years old, 35-50 years old, and over 50 years old. What is the problem with this?

A) The categories are not mutually exclusive.
B) The categories are too broad.
C) The last category is too broad and will include too many respondents.
D) The categories are not exhaustive.
E) The categories are not reliable.

F) A) and B)
G) A) and C)

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Question 42

Multiple Choice

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Farah is conducting a study and she calls potential participants before she sends a survey in the mail. What approach is Farah using to increase the response rate?

A) personalization
B) preliminary contact
C) incentive
D) appeal
E) follow-up

F) B) and E)
G) B) and D)

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Question 43

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The person guiding a focus group is called a(n) _____.

Ethnographic research and content analysis are two special forms of what type of data collection method?

List the advantages and disadvantages of administering survey questions over the telephone.

Focus groups are guided by a moderator who encourages discussion and keeps the group from straying too far from the primary topic. To be effective, moderators should possess several characteristics. Which of the following is NOT one of those characteristics?

Data collection approaches can be divided into two categories, which are _____.

What is ethnographic research and why would it be used? Explain whether this approach is considered "unobtrusive."

Observation is not used for quantitative research.

Interviews are helpful in gathering data when dealing with complex or sensitive issues.

Which of the following might impact the response rate of traditional mail surveys?

To really understand how consumers shop in stores, Bob, a market researcher, got a part-time job at a grocery store to observe first-hand how consumers shop. What type of researcher is Bob?