Data collection game

Which is the most appropriate data collection method to use when a business wants to determine how its employees interact with customers?

• Experiment

• Observation

• Employee survey

• Telephone interview

To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers possess which characteristics?

• Open, friendly, and nonjudgmental

• Approachable, opinionated, and organized

• Consistent, biased, and aggressive

• Courteous, passive, and distant

When should researchers ask potentially sensitive questions during an interview?

• Throughout the interview

• At the beginning of the inventory to get them out of the way

• Toward the end of the interview

• At the midpoint of the interview to allow time for the researcher to

  build rapport

How can ill-designed questionnaires affect survey participants?

• Can make them question the survey's purpose

• Can decrease their response rate

• Can decrease their desire to answer personal questions

• Can make them take their time to complete the survey

Which is the advantage in using personal interviews to collect marketing data?

• Biased interviewer

• Slow collection rate

• Limited interaction

• High flexibility

Which is an example of a marketing-research method that is used to collect primary data?

• Customer survey

• Census data

• Trade-journal article

• External reports

The SBU Company developed a survey in which respondents are provided the same number of favorable and unfavorable rating options. Which type of scale is included with this survey?

• Sequential

• Spliced

• Balanced

• Continuous