SEM 2 Unit 5 Quiz

Qualitative data are

• descriptive

• unnecessary.

• hard to find.

• statistical

Which method of data collection allows researchers to gather information about customers in a natural setting?

• observation

• Personal interview

• experiment

• focus group

Quantitative data are

• factual.

• based on customer attitudes.

• nonstatistical.

• not useful for most marketing purposes.

Which of the following is an example of quantitative data:

• “Tara graduated first in her class.”

• “Tara is one of the smartest kids in school.”

• “I heard Tara is applying to Harvard!”

• “Tara is a great tutor.”

Which data collection method commonly uses questionnaires as a research instrument?

• surveys

• tracking

• focus groups

• experiments

One problem researchers may have with surveys is

• difficulty finding willing respondents.

• having one respondent overshadow others’ opinions.

• concerns about privacy violations.

• difficulty designing them for marketing purposes.

Which data collection method usually takes place online?

• tracking

• observation

• experiments

• personal interviews

Which of the following is a tool used in the tracking method of data collection:

• Customer loyalty cards

• Experiments

• Questionnaires

• Interviews

Which method of data collection allows researchers to determine cause and effect?

• Experiments

• Surveys

• Tracking

• Observation

Marketers should use multiple methods of data collection because

• it creates more reliable results.

• qualitative data are not usable on their own.

• quantitative data are not ideal for marketing purposes.

• the government requires it.