All of the following data are demographic data except
* Data Types
The following question elicits _____ data.
How satisfied are you with the last flight you took with American Airlines?
Very Somewhat Neutral Somewhat Very
Dissatisfied Dissatisfied Satisfied Satisfied
1 2 3 4 5
Types of variables marketing researchers may work with ...view middle of the document...
b. Likert scale
c. Semantic differential scale
d. Constant sum
The classification data section of the questionnaire contains the characteristics of the respondent, which is primarily
a. attitude data
b. psychographic data
c. demographic data
d. behavioral data
The following questions is problematic because ____.
What qualities do you look for when buying a shoe? ________________________
a. The word “qualities” is ambiguous.
b. The question is too general.
c. Respondents may find it difficult to answer.
d. a and b only
e. a, b, and c
Which of the following is NOT a method of qualitative research?
a. Focus groups
b. Depth interviews
c. Projective technique
The campus bookstore wants to find out how satisfied its current customers are with the bookstore’s book selection and service. What type of research is MOST appropriate?
a. Qualitative research such as focus groups
b. Descriptive research such as survey
c. Causal research such as experiment
d. Case study
Which of the following is NOT characteristic of focus groups?
a. involves a rigid question-and-answer session among participants
b. usually lasts one to two hours
c. group dynamics are essential to success
d. useful for generating insights
All of the following would be disadvantages of secondary data except
a. data fit