Drop Down template

1
Drop Down template Answers on next slide
Identify whether the data source shown is a
primary source or a secondary source. Choose the
correct option for each dropdown list, then click
Check Answer. You may click the Hint button
for additional help.
Drop Down Choices
Primary
Secondary
Consultant recommendations
Financial records
Customer demographic data
Hint text Primary sources are original,
unaltered sources of raw data. Secondary sources
are interpretations, analyses, or summaries of
raw data.
Magazine reviews
For each question, choose the best option from
the drop down list. When you are finished, click
Check Answer.
Direct observations of employees
Check Answer
Hint
2
Drop Down template Answers for slide 1 Feedback
in checkboxes to the right (green checkmarks for
correct, red Xs for incorrect).
Identify whether the data source shown is a
primary source or a secondary source. Choose the
correct option for each dropdown list, then click
Check Answer. You may click the Hint button
for additional help.
Consultant recommendations
Financial records
Customer demographic data
Magazine reviews
For each question, choose the best option from
the drop down list. When you are finished, click
Check Answer.
Direct observations of employees
Check Answer
Hint
3
Scenario for the rest of the activity Nothing
interactive on this page, but students will have
the option to view this text later. Feel free to
change the graphics and rearrange this however
you would like.
BrainChild Toys is expanding their business from
small stores in the Northwest U.S. to a web-based
business providing online ordering of their
educational toys. The company has decided to
conduct a customer survey to determine how many
of the customers who currently shop in the
brick-and-mortar stores would be likely to use
the new website. They have asked for your advice
on which method would be best to obtain this
information. After further discussion, you
discover that the company is willing to invest
the expenses for reasonably thorough research. It
is more important to them to get an accurate
assessment of customer interest than to save
money.
Click the forward arrow to continue.
4
Twisty List template Scenario button should
reveal the scenario from slide 3.
As a research consultant for BrainChild Toys,
which of the following methods would you
recommend for collecting the requested customer
data? Click on the Scenario button to review
the information about the company.
Mail postcard survey to customers
Click on the method you think would be most
effective.
Observe customers in stores
Telephone survey
Click on the method which you believe to be most
appropriate to view more information.
Email surveys to customers
Scenario
Face-to-face interviews in stores
5
Twisty List template Screen for Choice 1 (Mail
postcard survey)
As a research consultant for BrainChild Toys,
which of the following methods would you
recommend for collecting the requested customer
data? Click on the Scenario button to review
the information about the company.
Mail postcard survey to customers
A postcard survey is likely to have a very low
response rate. It will be difficult to gain
enough information from a small response. Choose
another method.
Observe customers in stores
Telephone survey
Click on the method which you believe to be most
appropriate to view more information.
Email surveys to customers
Face-to-face interviews in stores
6
Twisty List template Screen for Choice 2
(Observe customers in stores)
As a research consultant for BrainChild Toys,
which of the following methods would you
recommend for collecting the requested customer
data? Click on the Scenario button to review
the information about the company.
Mail postcard survey to customers
Observing customer behavior in stores will not
provide any information about their website
usage. This would not be helpful for this
situation. Choose another method.
Observe customers in stores
Telephone survey
Click on the method which you believe to be most
appropriate to view more information.
Email surveys to customers
Face-to-face interviews in stores
7
Twisty List template Screen for Choice 3
(Telephone survey) Have the yellow textbox on the
right scroll if necessary.
As a research consultant for BrainChild Toys,
which of the following methods would you
recommend for collecting the requested customer
data? Click on the Scenario button to review
the information about the company.
Mail postcard survey to customers
If the company already has a database of customer
phone numbers, this might be a good option.
Although it is more expensive, the response rate
will be higher than for self-administered
surveys. Also, more complex information can be
gathered with an interview than with
self-administered surveys. You may review other
methods or move forward in the activity.
Observe customers in stores
Telephone survey
Click on the method which you believe to be most
appropriate to view more information.
Email surveys to customers
Face-to-face interviews in stores
8
Twisty List template Screen for Choice 4 (Email
surveys) Have the yellow textbox on the right
scroll if necessary.
As a research consultant for BrainChild Toys,
which of the following methods would you
recommend for collecting the requested customer
data? Click on the Scenario button to review
the information about the company.
Mail postcard survey to customers
Like all self-administered surveys, an email
survey will probably have a low response rate.
You will also bias your results to only include
customers who have provided an email address,
which may not be a representative sample. Choose
another method.
Observe customers in stores
Telephone survey
Click on the method which you believe to be most
appropriate to view more information.
Email surveys to customers
Face-to-face interviews in stores
9
Twisty List template Screen for Choice 5
(Face-to-face interviews) Have the yellow textbox
on the right scroll if necessary.
As a research consultant for BrainChild Toys,
which of the following methods would you
recommend for collecting the requested customer
data? Click on the Scenario button to review
the information about the company.
Mail postcard survey to customers
This may be a good choice because the company is
willing to invest enough expense. The response
rate will be fairly high, and no other
information (such as telephone numbers) is
required. More complex information can be
gathered with an interview than with
self-administered surveys. If time and resources
allow, it would be beneficial to also conduct
focus groups before starting interviews. You may
review other methods or move forward in the
activity.
Observe customers in stores
Telephone survey
Click on the method which you believe to be most
appropriate to view more information.
Email surveys to customers
Face-to-face interviews in stores
10
Checkbox template Please make these checkboxes,
not letters. Correct answer C. Positive
feedback Correct, the response alternatives for
this question are unclear. Different individuals
may have different understandings of sometimes.
Better options would be anchored ranges, such as
Never, lt5 times a year, 6-10 times a year, or
greater than 10 times a year.
A team at BrainChild Toys created a draft of
questions for the face-to-face interviews. They
have asked you to review and edit their
questions. Check the boxes for all problems you
see with the question and response alternatives
below. How often do you make purchases at
BrainChild Toys? Never, Rarely, Sometimes, or
Frequently?

1. Double-barreled question
2. Inappropriate level of language
3. Unclear response alternatives
4. Nothing this question is fine

Check the box(es) for each correct answer. When
you are finished, click Check Answer.
Check Answer
Negative feedback Incorrect. The response
alternatives for this question are unclear.
Different individuals may have different
understandings of sometimes. Better options
would be anchored ranges, such as Never, lt5
times a year, 6-10 times a year, or greater than
10 times a year.
10
11
Checkbox template Please make these checkboxes,
not letters. Correct answers A, B, and
D. Positive feedback (display only if they get
all 3 correct) Correct, this question poses many
problems. It is confusing because it is too long
and several terms are unclear (the standards for
likely and unlikely are undefined, as is
near future). Customers may or may not know
what the most popular products are.
Check the boxes for all problems you see with the
question below. Would you be likely or unlikely
to use our online store if it opened in the near
future, offering our most popular products?

1. Question is too long and too wordy
2. Standards are unclear
3. Language is too highly technical
4. Too much knowledge is assumed of audience
5. Nothing this question is fine.

Check the box(es) for each correct answer. When
you are finished, click Check Answer.
Check Answer
Negative feedback Incorrect. A, B, and D are
correct. This question poses many problems. It is
confusing because it is too long and several
terms are unclear (the standards for likely and
unlikely are undefined, as is near future).
Customers may or may not know what the most
popular products are. Although it is confusing,
the language is not too highly technical.
11
12
Checkbox template Please make these checkboxes,
not letters. Correct answer B. Positive
feedback Correct, this is a double-barreled
question. The information gained from this
question would be impossible to accurately
interpret.
Check the boxes for all problems you see with the
question and response alternatives below. Have
you or anyone in your household ever visited or
made a purchase from an online retailer? Yes or No

1. Outside of the scope of this survey
2. Double-barreled question
3. Inappropriate level of language
4. Nothing this question is fine

Check the box(es) for each correct answer. When
you are finished, click Check Answer.
Check Answer
Negative feedback Incorrect. This is a
double-barreled question. The question is
directly related to the purpose of the survey,
and the language is appropriate, assuming the
interviewer is speaking with adult customers.
12
13
Paragraph template Model answer The original
question asks four different questions. To
analyze all the information separately it should
be split as shown here 1. Have you ever visited
the website of an online retailer? 2. Have you
ever made a purchase from an online retailer? 3.
Has anyone else in your household ever visited
the website of an online retailer?
How would you rewrite the double-barreled
question so it will provide useful information to
BrainChild Toys? Type your answer below. When you
are finished, click Check Answer to view the
model answer. Have you or anyone in your
household ever visited or made a purchase from an
online retailer?
Type your answer here.
Type your answer in the space provided and click
Check Answer to view the model answer.
Check Answer
4. Has anyone else in your household ever made a
purchase from an online retailer?
14
Paragraph template Model answer It depends on
what the goal of the research is and how specific
they want the data to be. If they wish to have
separate information on, for example, the primary
purchaser and the rest of the household, the
question needs to be split. If they are only
interested in the household, they could simply
ask, Has anyone in your household ever made a
purchase from an online retailer? The effect of
this question is that if they change their minds
later, they will be unable to separate
household data from respondent data.
Are there any reasons why BrainChild Toys might
choose to not split this double barreled question
into four parts? What are the possible
repercussions if they keep the question in its
current format? Type your answer below. When you
are finished, click Check Answer to view the
model answer. Have you or anyone in your
household ever visited or made a purchase from an
online retailer?
Type your answer here.
Type your answer in the space provided and click
Check Answer to view the model answer.
Check Answer