Question 1

What is a technique that is NOT a variation of person-administered surveys?

Accepted Answer

A) in-home interview 
B) mall-intercept interview 
C) drop-off survey 
D) telephone interview 
E) in-office interview 
A) in-home interview 
B) mall-intercept interview 
C) drop-off survey 
D) telephone interview 
E) in-office interview C

Question 2

The essential objective of the drop-off survey is:

Accepted Answer

A) low cost because there is no mail-out expense. 
B) to gain a prospective respondent's cooperation. 
C) to minimize item omission bias. 
D) not to have to pay interviewers. 
E) to increase the speed of response. 
A) low cost because there is no mail-out expense. 
B) to gain a prospective respondent's cooperation. 
C) to minimize item omission bias. 
D) not to have to pay interviewers. 
E) to increase the speed of response. B

Question 3

Two variations of computer-administered telephone interview systems are (1)using a human interviewer and (2)using a computer,sometimes with a synthesized or recorded voice.

Accepted Answer

A) True 
 B)False  True

Question 4

Self-selection bias is very strong in in-home interviewing.

Accepted Answer

A) True 
 B)False

Question 5

Incidence rate is the percentage of the population that possesses some characteristic necessary to be included in the survey.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is NOT an advantage of computer-administered surveys?

Accepted Answer

A) ability to develop rapport with the respondent 
B) speed 
C) error-free interviewing 
D) use of pictures,videos,and graphics 
E) possible cost savings 
A) ability to develop rapport with the respondent 
B) speed 
C) error-free interviewing 
D) use of pictures,videos,and graphics 
E) possible cost savings

Question 7

Online surveys are generally believed to achieve response quality equal to that of:

Accepted Answer

A) telephone surveys. 
B) drop-off surveys. 
C) mall-intercept surveys. 
D) in-office surveys. 
E) in-home surveys. 
A) telephone surveys. 
B) drop-off surveys. 
C) mall-intercept surveys. 
D) in-office surveys. 
E) in-home surveys.

Question 8

In ________,door-to-door interviewing is popular because ________.

Accepted Answer

A) Canada;face-to-face interaction is preferred 
B) Scandinavia;residents welcome strangers in their homes 
C) India;few residents have access to telephones and online computers 
D) Mexico;door-to-door incentives are popular 
E) the United States;it is the most reliable data collection method 
A) Canada;face-to-face interaction is preferred 
B) Scandinavia;residents welcome strangers in their homes 
C) India;few residents have access to telephones and online computers 
D) Mexico;door-to-door incentives are popular 
E) the United States;it is the most reliable data collection method

Question 9

The three major ways to collect data are: have a person ask the questions,have a computer assist or conduct the questioning,or allow the respondents themselves to complete the survey.

Accepted Answer

A) True 
 B)False

Question 10

Company policies or procedures must prohibit the practice of multiple screening or interviewing of a single respondent during any one interview to adhere to ethical marketing research practices.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following data collection modes comes closest to being patterned after the "man-on-the-street" interview?

Accepted Answer

A) person-on-the-street interview 
B) mall-intercept interview 
C) drop-off survey 
D) mail survey 
E) interviewer approach interview 
A) person-on-the-street interview 
B) mall-intercept interview 
C) drop-off survey 
D) mail survey 
E) interviewer approach interview

Question 12

Which of the following is an advantage to the use of survey methods?

Accepted Answer

A) standardization 
B) high response rates 
C) nonsuitability to tabulation and statistical analysis 
D) unique answers for each respondent 
E) very low cost 
A) standardization 
B) high response rates 
C) nonsuitability to tabulation and statistical analysis 
D) unique answers for each respondent 
E) very low cost

Question 13

"Paper-and-pencil" questionnaires are those administered by mall interviewers.

Accepted Answer

A) True 
 B)False

Question 14

Self-administered surveys eliminate interview evaluation apprehension.

Accepted Answer

A) True 
 B)False

Question 15

Most CATI systems are programmed to make wrong answers impossible.

Accepted Answer

A) True 
 B)False

Question 16

Having an independent party call back a sample of each interviewer's respondents to verify that they took part in the survey is a way to avoid which of the following?

Accepted Answer

A) interviewer cheating 
B) human error 
C) adaptability 
D) interviewer rapport 
E) card sorting 
A) interviewer cheating 
B) human error 
C) adaptability 
D) interviewer rapport 
E) card sorting

Question 17

Rick Smith,of Smith & Associates Research,has decided that a client's project should use telephone interviewing as the method of data collection.He knows that there are disadvantages to the telephone interview method he has chosen,and he must be ready to discuss these limitations with the client.Which of the following disadvantages will he be discussing?

Accepted Answer

A) mistakes in administering the questions 
B) insufficient call back for not-at-homes 
C) dishonest interviewers 
D) A and B 
E) A,B,and C 
A) mistakes in administering the questions 
B) insufficient call back for not-at-homes 
C) dishonest interviewers 
D) A and B 
E) A,B,and C

Question 18

A disadvantage of in-office interviews is that interviewers must be at a certain place at an exact time.

Accepted Answer

A) True 
 B)False

Question 19

Telephone surveys,although yielding high-quality samples,do not have fast turnaround times.This is why they are rarely used for political polling.

Accepted Answer

A) True 
 B)False

Question 20

Tom Cardinal,of "Healthy" Cookies,is concerned about the costs of conducting some upcoming research.He understands that mail surveys have some of the lowest costs of all the data collection methods.He asks Jeanne Daniel,marketing research consultant,what would happen if a mail survey were used.Jeanne explained that,compared to online or telephone surveys,a mail survey would have taken much longer,and the response rate would have been:

Accepted Answer

A) under 20 percent. 
B) between 35 and 37 percent. 
C) above 60 percent. 
D) around 30 percent. 
E) about 55 percent. 
A) under 20 percent. 
B) between 35 and 37 percent. 
C) above 60 percent. 
D) around 30 percent. 
E) about 55 percent.

What is a technique that is NOT a variation of person-administered surveys?

The essential objective of the drop-off survey is:

Two variations of computer-administered telephone interview systems are (1)using a human interviewer and (2)using a computer,sometimes with a synthesized or recorded voice.

Self-selection bias is very strong in in-home interviewing.

Incidence rate is the percentage of the population that possesses some characteristic necessary to be included in the survey.

Which of the following is NOT an advantage of computer-administered surveys?

Online surveys are generally believed to achieve response quality equal to that of:

In ,door-to-door interviewing is popular because .

The three major ways to collect data are: have a person ask the questions,have a computer assist or conduct the questioning,or allow the respondents themselves to complete the survey.

Company policies or procedures must prohibit the practice of multiple screening or interviewing of a single respondent during any one interview to adhere to ethical marketing research practices.

Which of the following data collection modes comes closest to being patterned after the "man-on-the-street" interview?

Which of the following is an advantage to the use of survey methods?

"Paper-and-pencil" questionnaires are those administered by mall interviewers.

Self-administered surveys eliminate interview evaluation apprehension.

Most CATI systems are programmed to make wrong answers impossible.

Having an independent party call back a sample of each interviewer's respondents to verify that they took part in the survey is a way to avoid which of the following?

A disadvantage of in-office interviews is that interviewers must be at a certain place at an exact time.

Telephone surveys,although yielding high-quality samples,do not have fast turnaround times.This is why they are rarely used for political polling.

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Secondary Data Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Understanding Measurement, developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters

Exam 7: Evaluating Survey Data Collection Methods

What is a technique that is NOT a variation of person-administered surveys?

The essential objective of the drop-off survey is:

Two variations of computer-administered telephone interview systems are (1)using a human interviewer and (2)using a computer,sometimes with a synthesized or recorded voice.

Self-selection bias is very strong in in-home interviewing.

Incidence rate is the percentage of the population that possesses some characteristic necessary to be included in the survey.

Which of the following is NOT an advantage of computer-administered surveys?

Online surveys are generally believed to achieve response quality equal to that of:

In ________,door-to-door interviewing is popular because ________.

The three major ways to collect data are: have a person ask the questions,have a computer assist or conduct the questioning,or allow the respondents themselves to complete the survey.

Company policies or procedures must prohibit the practice of multiple screening or interviewing of a single respondent during any one interview to adhere to ethical marketing research practices.

Which of the following data collection modes comes closest to being patterned after the "man-on-the-street" interview?

Which of the following is an advantage to the use of survey methods?

"Paper-and-pencil" questionnaires are those administered by mall interviewers.

Self-administered surveys eliminate interview evaluation apprehension.

Most CATI systems are programmed to make wrong answers impossible.

Having an independent party call back a sample of each interviewer's respondents to verify that they took part in the survey is a way to avoid which of the following?

A disadvantage of in-office interviews is that interviewers must be at a certain place at an exact time.

Telephone surveys,although yielding high-quality samples,do not have fast turnaround times.This is why they are rarely used for political polling.

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Secondary Data Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Understanding Measurement, developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters

In ,door-to-door interviewing is popular because .