Question

18. True or false: When conducting any type of research, but especially qualitative research, marketers should keep in mind that the mere act of observing can alter the behavior of the observed subject.

True

False

19. You work for a major retailer and have been asked to develop a study to evaluate the organization of the retailer’s stores and how consumers shop in the stores. Which of the following types of research would be most appropriate for this task?

A) A survey mailed to known store customers

B) A direct observation study

C) Focus groups of store customers

D) Depth interviews

E) Conjoint analysis

20. You work for a large department store chain with customers spread across the United States. You want to conduct a survey of the chain’s customers, and you have decided to take a sample of customers and ask them to complete the survey. Which of the following statements about your survey sampling is INCORRECT?

a) Your sample will query a subset of the total population of interest.

b) The discipline of statistics will help you determine how large your sample should be.

c) Nonresponse from many customers selected to be in the sample can lead to survey error.

d) Customers from two to three store locations near headquarters will be sufficient for your sample.

e) Sampling is the only practical and cost-effective way to conduct your survey

Answer 1

18 - TRUE

The mere act of observing the subject matter may alter the results. To carry out a research the in depth study of the related subject matter needs to be conducted through observation, surveys etc to find out the major informations related to the research and which does not alter the information of the subject matter.

19 - A direct observation

By doing the direct observation the observer can by himself conduct the research and the chances of the error will reduce and acuracy and reliability of the information will increase.

20- Non response from many of the customers selected to be in the sample may lead to error

The non response from the part of the selected sample does not lead to the sampling errors but it just reduces the responses. The errors increase of the selected samples give the irrelevent and inaccurate information.