Oxford University Press | Online Resource Centre

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Question 1

According to historical accounts, face-to-face methods have been used since the early years of civilisation to collect population figures. Why were these records kept?

a) For religious purposes

b) For taxation purposes

c) For scientific purposes

d) For historical purposes

Question 2

When did the telephone become an accepted tool for primary data collection in marketing research?

a) 1930s

b) 1950s

c) 1970s

d) 1990s

Question 3

If someone uses research as part of a sales effort, this is said to be:

a) syndicating.

b) sugging.

c) satisficing.

d) surveying.

Question 4

Which ONE of these is NOT an intrinsic factor?

a) The questionnaire style

b) The interviewer's voice

c) The interview situation

d) The informant's memory

Question 5

Acquiescence response bias is usually:

a) disagreement with little consideration.

b) agreement with little consideration.

c) overconsideration.

d) something other than the options offered.

Question 6

A primary data collection method that involves tracking behaviour over a period of time is called:

a) browsing.

b) observation.

c) sampling.

d) testing.

Question 7

Mystery shopping is a form of:

a) questionnaire.

b) observation.

c) analysis.

d) postal survey.

Question 8

Which ONE of these methods is the fastest way to collect data?

a) Online

b) Personal

c) Phone

d) Postal

Question 9

Which ONE of these methods is the most expensive way to collect data per respondent?

a) Online

b) Personal

c) Phone

d) Postal

Question 10

Which ONE of these methods has the highest response rate?

a) Online

b) Personal

c) Phone

d) Postal

Oxford University Press, Online Resource Centre, Chapter 04.

Chapter 04

Instructions

Question 1

Question 2

Question 3

Question 4

Question 5

Question 6

Question 7

Question 8

Question 9

Question 10