PROCTOR EXAM 1 - Quantitative Data Collection Methods

Question 1

Telephone
Interviews which are conducted person-to-person, via the telephone.
Interviews which are conducted person-to-person, via the telephone.

Answer 1

Achieving a good response rate is a combination of two main factors, interviewer skill and good fieldwork practice.

Question 2

Computer Assisted Telephone Interview CATI - Telephone research

Answer 2

Computer Assisted Telephone Interview CATI - Telephone research

Question 3

Dialers (automatic dialing systems machines) are often employed by telephone centers to dial the telephone numbers and route the answered call to an available interviewer

Answer 3

Dialers (automatic dialing systems machines) are often employed by telephone centers to dial the telephone numbers and route the answered call to an available interviewer

Question 4

TELEPHONE
PROS
*Sample control: efficiency - telephone ownership (landline, cell or VOIP) is almost universal, there are no geographical restrictions.
Sample control: sample frames - RDD (Random Digit Dialing) including mobile phone numbers makes frame errors potentially close to zero.
Field force control - interviewers can be supervised and monitored in real time.
Speed - large number of interviewers employed on a project can complete reasonably large samples relatively quickly.
Sensitive information - interview is reasonably anonymous and perception is that nothing is being committed to over the phone.
Low incidence rate - large numbers of screening calls can be made with reasonable efficiently and at relatively low cost.

Answer 4

TELEPHONE
PROS
*Sample control: efficiency - telephone ownership (landline, cell or VOIP) is almost universal, there are no geographical restrictions.
Sample control: sample frames - RDD (Random Digit Dialing) including mobile phone numbers makes frame errors potentially close to zero.
Field force control - interviewers can be supervised and monitored in real time.
Speed - large number of interviewers employed on a project can complete reasonably large samples relatively quickly.
Sensitive information - interview is reasonably anonymous and perception is that nothing is being committed to over the phone.
Low incidence rate - large numbers of screening calls can be made with reasonable efficiently and at relatively low cost.

Question 5

TELEPHONE
CON
Diversity of questions/flexibility - restricted by participant’s ability to remember the answer choices or do the task. Ranking exercises and ‘single choice from many’ are impossible.
Physical stimuli - cannot be used except in a multi-stage project (recruit – mail out – recall).
Quantity of data - participant can break off the survey relatively easily; telephone interviews require concentration and are tiring, therefore data quality will deteriorate with long interviews due to satisficing.
Response rate - is becoming a problem due to sugging and frugging by non-research organizations and increased screening of calls via caller ID.
Participant control - the interviewer dictates the pace and the timing (at least of the initial contact).

Answer 5

TELEPHONE
CON
Diversity of questions/flexibility - restricted by participant’s ability to remember the answer choices or do the task. Ranking exercises and ‘single choice from many’ are impossible.
Physical stimuli - cannot be used except in a multi-stage project (recruit – mail out – recall).
Quantity of data - participant can break off the survey relatively easily; telephone interviews require concentration and are tiring, therefore data quality will deteriorate with long interviews due to satisficing.
Response rate - is becoming a problem due to sugging and frugging by non-research organizations and increased screening of calls via caller ID.
Participant control - the interviewer dictates the pace and the timing (at least of the initial contact).

Question 6

TELEPHONE (GLOBAL) Mobile subscribers, in many developing countries, outnumber fixed line subscribers.

Answer 6

TELEPHONE (GLOBAL) Mobile subscribers, in many developing countries, outnumber fixed line subscribers.

Question 7

Telephone is well suited to B2B interviewing, since it is a natural medium for most business target audiences. Often, however, the biggest challenge in B2B is finding the correct person to interview within the organization. This is more easily done by telephone than by other methods.

Answer 7

Telephone is well suited to B2B interviewing, since it is a natural medium for most business target audiences. Often, however, the biggest challenge in B2B is finding the correct person to interview within the organization. This is more easily done by telephone than by other methods.

Question 8

Ethical Considerations
Abiding by any local ethical guidelines, interviewers need to be prepared and able to tell participants where their telephone number has been obtained, the nature and purpose of the research, and in some cases be able to point the participant to a third party who will be able to confirm the legitimacy of the research company.

Answer 8

Ethical Considerations
Abiding by any local ethical guidelines, interviewers need to be prepared and able to tell participants where their telephone number has been obtained, the nature and purpose of the research, and in some cases be able to point the participant to a third party who will be able to confirm the legitimacy of the research company.

Question 9

Response Rate Considerations

Achieving a good response rate is a combination of two main factors, interviewer skill and good fieldwork practice.

Answer 9

Response Rate Considerations

Achieving a good response rate is a combination of two main factors, interviewer skill and good fieldwork practice.

Question 10

Quantitative Observation
simple counting of the
prevalence of an attribute.

Answer 10

Quantitative Observation
simple counting of the
prevalence of an attribute.

Question 11

Quantitative Observation
Mystery shopping , where the observer (‘ shopper ‘) poses as a customer to assess quality of service and standards compliance, is a form of Observational research.

Answer 11

Quantitative Observation
Mystery shopping , where the observer (‘ shopper ‘) poses as a customer to assess quality of service and standards compliance, is a form of Observational research.

Question 12

Observation research , like
passive measurement, gets
away from the problem of
awed recall by counting actual behavior, occurring in its natural setting.

Answer 12

Observation research , like
passive measurement, gets
away from the problem of
awed recall by counting actual behavior, occurring in its natural setting.

Question 13

Observation is not constrained by sampling, survey design or analysis issues. The observer simply sets up and counts.

Answer 13

Observation is not constrained by sampling, survey design or analysis issues. The observer simply sets up and counts.

Question 14

Observers may also unwittingly impart an ‘observer bias’ if they are asked to make judgments about those they observe.

Answer 14

Observers may also unwittingly impart an ‘observer bias’ if they are asked to make judgments about those they observe.

Question 15

B2B CONSIDERSATION OBSERVATIONAL
Businesses may also be less than enthusiastic about opening their procedures up to scrutiny from what may very well be a competitor.

Answer 15

B2B CONSIDERSATION OBSERVATIONAL
Businesses may also be less than enthusiastic about opening their procedures up to scrutiny from what may very well be a competitor.

Question 16

Question Diversity and Flexibility: More complex question types can be undertaken when there is an
interviewer present to help explain the task or when the questionnaire is visible to the participant.
Questionnaires may become more complex if intricate routing and survey logic is required.

Answer 16

Question Diversity and Flexibility: More complex question types can be undertaken when there is an
interviewer present to help explain the task or when the questionnaire is visible to the participant.
Questionnaires may become more complex if intricate routing and survey logic is required.

Question 17

Physical Stimuli: The need for this can range from the most basic (a visual representation), to touch and possibly also to smell and taste.

Answer 17

Physical Stimuli: The need for this can range from the most basic (a visual representation), to touch and possibly also to smell and taste.

Question 18

Sample Control: Defined as the ability of the method to reach the participants specified by the sample
definition. It can be broken down further into three useful components:
Theoretical Coverage: Is it possible, in theory, to reach all potential participants?
Sample Frames: To what extend do the lists you have available to you reduce the actual coverage?
Efficiency: Can the above two factors be mitigated by greater efficiency—the ease with which
qualifying participants can be found?

Answer 18

Sample Control: Defined as the ability of the method to reach the participants specified by the sample
definition. It can be broken down further into three useful components:
Theoretical Coverage: Is it possible, in theory, to reach all potential participants?
Sample Frames: To what extend do the lists you have available to you reduce the actual coverage?
Efficiency: Can the above two factors be mitigated by greater efficiency—the ease with which
qualifying participants can be found?

Question 19

Quantity of data: How much information can be gathered will depend on the interest level the participant has
in the subject, how engaging the task is, and the ease with which the interview can be abandoned once
started.

Answer 19

Quantity of data: How much information can be gathered will depend on the interest level the participant has
in the subject, how engaging the task is, and the ease with which the interview can be abandoned once
started.

Question 20

Response Rate The majority of non-response in interviewed methods is made up of refusal and ‘not-at-
home’. Refusal can be reduced by actions taken by an interviewer (persuasion and follow-up/re-
contact). Not-at-home is reduced by repeated contacts at different times and days. In non-
interviewed methods the reasons for non-refusal are merely conjecture, non-response is reduced
through use of reminders

Answer 20

Response Rate The majority of non-response in interviewed methods is made up of refusal and ‘not-at-
home’. Refusal can be reduced by actions taken by an interviewer (persuasion and follow-up/re-
contact). Not-at-home is reduced by repeated contacts at different times and days. In non-
interviewed methods the reasons for non-refusal are merely conjecture, non-response is reduced
through use of reminders

Question 21

Situational factors related to the practical aspects of the project plus budget & time constraints

Answer 21

Situational factors related to the practical aspects of the project plus budget & time constraints

Question 22

Environment: The situation the participant is in, both in terms of physical and psychological comfort and how conducive it is for concentrating on the survey and tasks.

Answer 22

Environment: The situation the participant is in, both in terms of physical and psychological comfort and how conducive it is for concentrating on the survey and tasks.

Question 23

Field Force Control: How easy it is to monitor and check the work done by interviewers, either in the selection
of participants or in administering the survey itself.

Answer 23

Field Force Control: How easy it is to monitor and check the work done by interviewers, either in the selection
of participants or in administering the survey itself.

Question 24

Interviewer Bias: The extent to which the interviewer, however unwittingly, conveys his or her own opinion
and thus suggests an answer which the participant is biased to agree with.

Answer 24

Interviewer Bias: The extent to which the interviewer, however unwittingly, conveys his or her own opinion
and thus suggests an answer which the participant is biased to agree with.

Question 25

Speed and Cost: In data collection, speed is normally measured from the moment the survey questionnaire is fully programmed and ready to be used for interviewing to the point where data processing and tabulation can be done.

Answer 25

Speed and Cost: In data collection, speed is normally measured from the moment the survey questionnaire is fully programmed and ready to be used for interviewing to the point where data processing and tabulation can be done.

Question 26

Participant factors related to the participants, who they are & how they will react to the survey

Answer 26

Participant factors related to the participants, who they are & how they will react to the survey

Question 27

Perceived Anonymity: The extent to which the participant feels the interviewer or researcher will not know who they are.

Answer 27

Perceived Anonymity: The extent to which the participant feels the interviewer or researcher will not know who they are.

Question 28

Social Desirability Bias: The tendency of participants to give answers that are socially acceptable whether or not they are true.

Answer 28

Social Desirability Bias: The tendency of participants to give answers that are socially acceptable whether or not they are true.

Question 29

Sensitive Information: Surveys may require asking for information that participants consider highly personal, confidential, or otherwise sensitive.

Answer 29

Sensitive Information: Surveys may require asking for information that participants consider highly personal, confidential, or otherwise sensitive.

Question 30

Low Incidence Rate: How hard it is to find a qualifying participant will affect both project speed and cost.

Answer 30

Low Incidence Rate: How hard it is to find a qualifying participant will affect both project speed and cost.

Question 31

Participant Control: The extent to which the participant is in control of the survey-taking experience, when it is done, and the speed at which it is completed.

Answer 31

Participant Control: The extent to which the participant is in control of the survey-taking experience, when it is done, and the speed at which it is completed.

Question 32

Quality control check: This should be reviewed as soon as possible. In face-to-face and telephone projects a proportion of participants may be re-contacted to verify that that the interview actually took place and to confirm key pieces of information. In online projects quality control checks will often be built into the survey itself (i.e., checking for excessive speed).

Answer 32

Quality control check: This should be reviewed as soon as possible. In face-to-face and telephone projects a proportion of participants may be re-contacted to verify that that the interview actually took place and to confirm key pieces of information. In online projects quality control checks will often be built into the survey itself (i.e., checking for excessive speed).

Question 33

Fieldwork control: Review quota achievement and anticipate any problems that may impact timings for project delivery. If possible, listen in to some interviews or accompany an interviewer into the eld. This nuance can be added to the analysis.

Answer 33

Fieldwork control: Review quota achievement and anticipate any problems that may impact timings for project delivery. If possible, listen in to some interviews or accompany an interviewer into the eld. This nuance can be added to the analysis.

Question 34

Partial data review: Review any questions that impact costs to client – typically incidence rates and interview lengths. Act quickly should the need arise.

Answer 34

Partial data review: Review any questions that impact costs to client – typically incidence rates and interview lengths. Act quickly should the need arise.

Question 35

Passive Research Within primary data collection, where the survey is designed specifically for the current research question, passive data collection covers all instances where no questions are asked and yet data is being deliberately collected.

Answer 35

Passive Research Within primary data collection, where the survey is designed specifically for the current research question, passive data collection covers all instances where no questions are asked and yet data is being deliberately collected.

Question 36

Trace analysis has long been used to impute data that could have been asked in a survey. Much of this data is fortuitous rather than planned and divorced from survey methods

Answer 36

Trace analysis has long been used to impute data that could have been asked in a survey. Much of this data is fortuitous rather than planned and divorced from survey methods

Question 37

Examples of Trace analysis ``` Eye-tracking devices to measure what is being looked at. Pupilometers, Psychogalvanometers and Voice Pitch analyzers to measure emotional responses. Response latency to measure certainty. ```

Answer 37

Examples of Trace analysis ``` Eye-tracking devices to measure what is being looked at. Pupilometers, Psychogalvanometers and Voice Pitch analyzers to measure emotional responses. Response latency to measure certainty. ```

Question 38

One well-developed passive measurement technique is the use of cookies to track online and/or mobile advertising exposure.

Answer 38

One well-developed passive measurement technique is the use of cookies to track online and/or mobile advertising exposure.

Question 39

Data that can be collected passively from a mobile phone include such things as location, altitude, speed, temperature, network used, number of calls made/texts sent, time of calls/texts.

Answer 39

Data that can be collected passively from a mobile phone include such things as location, altitude, speed, temperature, network used, number of calls made/texts sent, time of calls/texts.

Question 40

The major advantage of passive measurement is that it allows for the accurate collection of data that is either flawed in memory or obtrusive to capture in a diary study.

Answer 40

The major advantage of passive measurement is that it allows for the accurate collection of data that is either flawed in memory or obtrusive to capture in a diary study.

Question 41

Currently costs may be high, since meters often need to be developed for each application and are not available ‘o the shelf’.

Answer 41

Currently costs may be high, since meters often need to be developed for each application and are not available ‘o the shelf’.

Question 42

Online Research | Online research allows people to complete surveys over the Internet, using any suitable device

Answer 42

Online Research | Online research allows people to complete surveys over the Internet, using any suitable device

Question 43

Mobile research is a subset of online research where the device used to complete the survey is a mobile phone.

Answer 43

Mobile research is a subset of online research where the device used to complete the survey is a mobile phone.

Question 44

Participants in online surveys are most often members of online access panels, which are databases of potential survey takers set up expressly for the purpose of market research. Databases of customers or prospects are also sources of sample.

Answer 44

Participants in online surveys are most often members of online access panels, which are databases of potential survey takers set up expressly for the purpose of market research. Databases of customers or prospects are also sources of sample.

Question 45

If the interviewer conducts the interview, using the Web | survey as their guide, then it is considered a Computer Assisted Personal Interview CAPI .

Answer 45

If the interviewer conducts the interview, using the Web | survey as their guide, then it is considered a Computer Assisted Personal Interview CAPI .

Question 46

Mail Surveys Mail surveys are pen and paper self-completion surveys. Surveys may be addressed to individuals or to certain roles within the household

Answer 46

Mail Surveys Mail surveys are pen and paper self-completion surveys. Surveys may be addressed to individuals or to certain roles within the household

Question 47

Kiosks Kiosks are a form of self-completion survey, electronic in nature. The experience is similar to banking at an ATM machine. The survey presented in a kiosk can be as simple as a single question; “How was your experience today?” with buttons to push to indicate the answer, or as complex as a fully programmed survey with a touchscreen to capture the participant input.

Answer 47

Kiosks Kiosks are a form of self-completion survey, electronic in nature. The experience is similar to banking at an ATM machine. The survey presented in a kiosk can be as simple as a single question; “How was your experience today?” with buttons to push to indicate the answer, or as complex as a fully programmed survey with a touchscreen to capture the participant input.

Question 48

Indirect - Data that is collected without questions being asked. Audits - Counting the prevalence of the subject matter, among a sample. Passive Research - Data collected about a participant by use of a meter. Quantitative Observation - Counting the prevalence of an event at a specific location.

Answer 48

Indirect - Data that is collected without questions being asked. Audits - Counting the prevalence of the subject matter, among a sample. Passive Research - Data collected about a participant by use of a meter. Quantitative Observation - Counting the prevalence of an event at a specific location.

Question 49

The term mobile market research is not a distinct data collection methodology, rather a means of undertaking existing data collection methods or facilitating new or better research approaches.

Answer 49

The term mobile market research is not a distinct data collection methodology, rather a means of undertaking existing data collection methods or facilitating new or better research approaches.

Question 50

There is a shift away from landline telephones toward mobile devices as a communication preference. There has also been dramatic growth in mobile only households

Answer 50

There is a shift away from landline telephones toward mobile devices as a communication preference. There has also been dramatic growth in mobile only households

Question 51

Face-to-Face: On-street On-street interviews do not necessarily take place, as the name suggests, out in the street. People may be intercepted at convention centers, airports, amusement parks, even at the beach! Participants may also be intercepted within a retail store or a restaurant. On-street interviews might be better thought of as an in-person intercept interview.

Answer 51

Face-to-Face: On-street On-street interviews do not necessarily take place, as the name suggests, out in the street. People may be intercepted at convention centers, airports, amusement parks, even at the beach! Participants may also be intercepted within a retail store or a restaurant. On-street interviews might be better thought of as an in-person intercept interview.

Question 52

The data can be collected via pen and paper or using a laptop or tablet (known then as CAPI , Computer Aided Personal Interviewing).

Answer 52

The data can be collected via pen and paper or using a laptop or tablet (known then as CAPI , Computer Aided Personal Interviewing).

Question 53

``` Assuming a good match between street and target population (for example any shopper type) this method can be extremely efficient. ```

Answer 53

``` Assuming a good match between street and target population (for example any shopper type) this method can be extremely efficient. ```

Question 54

``` In this method the researcher has sampled the address and the interviewer visits the house to solicit an interview. The individual in the household may be selected by reference to quotas or randomly using a Kish grid or other mechanism. The interview itself takes place in the home of the participant. ```

Answer 54

``` In this method the researcher has sampled the address and the interviewer visits the house to solicit an interview. The individual in the household may be selected by reference to quotas or randomly using a Kish grid or other mechanism. The interview itself takes place in the home of the participant. ```

Question 55

``` Made possible by the Internet, communities are a relatively modern hybrid technique utilizing both qualitative and quantitative methods. Also known as MROC (Market Research Online Community) the community is generally a closed, by invitation only, Website. The Website contains a number of tools that can be used for gathering opinions. These include, but are not limited to, polling, bulletin boards (forums) and chat rooms. The multimedia aspects of a Website (the ability to upload and view videos and images) makes the MROC an engaging and immersive experience. ```

Answer 55

``` Made possible by the Internet, communities are a relatively modern hybrid technique utilizing both qualitative and quantitative methods. Also known as MROC (Market Research Online Community) the community is generally a closed, by invitation only, Website. The Website contains a number of tools that can be used for gathering opinions. These include, but are not limited to, polling, bulletin boards (forums) and chat rooms. The multimedia aspects of a Website (the ability to upload and view videos and images) makes the MROC an engaging and immersive experience. ```

Question 56

Choosing Between Quantitative Methodologies The choice of the most appropriate data collection method will be a trade-o between various factors dependent on the project objectives, the client’s demands and constraints, and the real choices available to the researcher in his or her country.

Answer 56

Choosing Between Quantitative Methodologies The choice of the most appropriate data collection method will be a trade-o between various factors dependent on the project objectives, the client’s demands and constraints, and the real choices available to the researcher in his or her country.

Question 57

Incentives are not uncommon in quantitative market research and have become more common with the rise of online research.

Answer 57

Incentives are not uncommon in quantitative market research and have become more common with the rise of online research.

Question 58

The Collins English Dictionary de nes incentive as a “motivating in uence; stimulus ... serving to incite to action” and reward as “to give (something) to (someone), especially in gratitude for a service rendered; recompense”.

Answer 58

The Collins English Dictionary de nes incentive as a “motivating in uence; stimulus ... serving to incite to action” and reward as “to give (something) to (someone), especially in gratitude for a service rendered; recompense”.

Question 59

``` Audits Audits , as the name suggests, are a complete count of all instances of the subject of interest among a sample. Audits are typically used where consumer recall would be flawed and/or a demanding task. ```

Answer 59

``` Audits Audits , as the name suggests, are a complete count of all instances of the subject of interest among a sample. Audits are typically used where consumer recall would be flawed and/or a demanding task. ```

Question 60

True or False : Internet penetration rates are very high in the top five research economies in the world.

Answer 60

True

Question 61

____________ refers to what participants actually have to do during the research. These may be simple or complex sometimes requiring many instructions and even guidance by an interviewer.

Answer 61

Survey task

Question 62

True or False: For multi-national research, you should consult resources such as the ESOMAR Global Market Research reports, national census data (if available), and other reputable sources to assist you in selecting the data collection methods.

Answer 62

True

Question 63

When purchasing your sampling frame, such as a list for a telephone study, you should:

Answer 63

Purchase a bit more sample than you think the study will need (so fielding does not have to stop while waiting for more sample)

Question 64

True or False: In every country in the world, landline telephone subscribers outnumber mobile phone subscribers.

Answer 64

False

Question 65

True or False: Passive measurement techniques bring special ethical considerations for the market researcher.

Answer 65

True

Question 66

Which of the following is NOT a good reason for a researcher to monitor phone or in-person interviews as they are being conducted?

Answer 66

To get away from other work and appear involved in the research

Question 67

Quantitative research requires __________ of representative cases and __________ questions.

Answer 67

large numbers; structured

Question 68

The POWER of all audit data (like a diary study in market research) resides in its __________.

Answer 68

completeness

Question 69

What incentive would you recommend if conducting a 20 minute telephone interview with specialty doctors, such as general surgeons?

Answer 69

A sizable cash reward/charitable donation

Question 70

Survey response rates are a function of:

Answer 70

``` Length of the survey Incentives offered Length of the fielding period Appeal of the invitation to participate (All the above) ```

Question 71

What can a researcher do to make sure that survey quotas are working as intended? (SELECT ALL ANSWERS THAT APPLY.)

Answer 71

Test the survey giving responses that should assign you to different quotas and see where the program places each example. Look at data from the first few completes, making sure the quota assignments match their responses.

Question 72

Which of the following is NOT a quantitative data collection method?

Answer 72

Dyads or triads These are the methods Paper survey by postal mail, Mechanical scanners, Kiosks, A CATI study

Question 73

Which one of these is NOT a passive measurement?

Answer 73

Recalled behavior

Question 74

Your client suggests that, for a B2B project, your interviewers simply stand near the factory entrance and interview workers as they are arriving or leaving work. What should be your PRIMARY concern about this suggested method?

Answer 74

Interviewers can only stand in public spaces, outside the factory might be loitering or prohibited.

Question 75

True or False : ONLY surveys completed using a PC or a laptop are online surveys.

Answer 75

False

Question 76

Conducting quantitative research with a paper survey delivered by postal mail is currently _______ quantitative methodology and is _______.

Answer 76

the least utilized; very good at generating a representative sample

Question 77

At what stage of the research process should you begin to consider the feasibility and cost of different data collection methods for a multi-national study?

Answer 77

At the proposal, bid stage

Question 78

Which of the following is NOT a good reason for a researcher to monitor phone or in-person interviews as they are being conducted?

Answer 78

To get away from other work and appear involved in the research The good reasons: To add color to your understanding of the research findings To check on the length of time the interview is taking To hear if questions are being understood correctly & answered as intended To ensure the initial, pretest interviews go smoothly before beginning full fielding

Question 79

Please think about strengths of observational methods compared to survey methods. For which of the following objectives would observation provide MORE accurate data?

Answer 79

Determining how many people actually attend a sporting event

Question 80

Face-to-Face: In-home interviewing has a number of weakness when compared to other data collection methods. Which is NOT a true weakness of this method?

Answer 80

Cannot collect as much information as other methods

Question 81

When compared to survey methods, a DISADVANTAGE of observational methods of data collection is:

Answer 81

Underlying motivations, attitudes, and perceptions cannot be measured

Question 82

____________ is the tendency of participants to give answers that are acceptable and conforming to expectations of good behavior, when the response is actually not true.

Answer 82

Social desirability bias

Question 83

True or False: Passive measurement techniques bring special ethical considerations for the market researcher.

Answer 83

False

Question 84

Researchers have many important considerations when selecting the optimal data collection method to use for a quantitative study. Which of the following is NOT a key consideration?

Answer 84

Whether they will be able to use the most common statistical analysis techniques

Question 85

A company needs to obtain quantitative feedback, from a large sample of consumers, on a new video advertisement. Your client needs the fastest and least expensive methodology and is less concerned with projecting to the population. Which data collection method would BEST meet the needs of the project?

Answer 85

Online survey

Question 86

Based on the amount of money spent on market research globally (source: ESOMAR's Report), where does Quantitative research (as a whole) RANK when compared to qualitative and other types?

Answer 86

First: Most money spent

Question 87

Which of these is a DISADVANTAGE of paper surveys sent by postal mail when compared to other methods?

Answer 87

Good perceived anonymity

Question 88

If being conducted by an unskilled interviewer, which of the following methods has the HIGHEST potential for interviewer bias to effect results?

Answer 88

Diary study

Question 89

A company needs to obtain quantitative feedback, from a large sample of consumers, on a new video advertisement. Your client needs the fastest and least expensive methodology and is less concerned with projecting to the population. Which data collection method would BEST meet the needs of the project?

Answer 89

Online survey