Question 1

Intercept approaches to data collection work well to find ________ individuals.

Accepted Answer

A) low-incidence 
B) high-incidence 
C) hard to locate 
D) random samples of 
E) generalizable samples of 
A) low-incidence 
B) high-incidence 
C) hard to locate 
D) random samples of 
E) generalizable samples of B

Question 2

The following two statements refer to online data collection.
I.Online data collection is especially appropriate when the questionnaire
Has one or more complex skip patterns.
II.Online data collection costs are relatively higher than other methods when
One needs to interview members of rare or hard to locate populations.
Which,if any,of these statements is (are)true?

Accepted Answer

A) I only 
B) II only 
C) I and Ii are both true 
D) Neither I nor II are true 
A) I only 
B) II only 
C) I and Ii are both true 
D) Neither I nor II are true A

Question 3

Explain "hybrid design." Provide an example of how this design might be used.

Accepted Answer

A hybrid design occurs when two different data collection techniques are used in the same research study.An example might be using both online and telephone data collection methods to reach and obtain data from two different groups within the sample target population.

Question 4

What is the name given to a research design that combines two or more approaches to data collection,for example,collecting data through both online and telephone interviews.

Accepted Answer

A) Composite 
B) Metacombined 
C) Hybrid 
D) Heterogeneous 
A) Composite 
B) Metacombined 
C) Hybrid 
D) Heterogeneous

Question 5

________ control refers to the extent to which a researcher has control over the circumstances in which a respondent provides his or her answers to a survey.

Accepted Answer

A) Administrative 
B) Survey 
C) Sample 
D) Interview 
A) Administrative 
B) Survey 
C) Sample 
D) Interview

Question 6

The text discusses several advantages of telephone versus personal interviews.Which of the following is NOT noted as an advantage of telephone versus personal interviews as a data collection method?

Accepted Answer

A) lower marginal costs 
B) easier to incorporate visual stimuli into the interview 
C) easier to administer complex skip patterns 
D) easier to obtain nationally representative samples 
A) lower marginal costs 
B) easier to incorporate visual stimuli into the interview 
C) easier to administer complex skip patterns 
D) easier to obtain nationally representative samples

Question 7

A self-administered paper survey is commonly used to measure customer satisfaction.

Accepted Answer

A) True 
 B)False

Question 8

The concept of administrative control is only appropriate for online surveys.

Accepted Answer

A) True 
 B)False

Question 9

The following two statements refer to response rate.
I.Suggestions for increasing the response rate in mail interviews include
Using incentives at appropriate levels and using advance notification.
II.A long,detailed screener is likely to increase response rate in mall intercept
Interviews.
Which,if any,of these statements is (are)true?

Accepted Answer

A) I only 
B) II only 
C) I and II are both true 
D) Neither I nor II are true 
A) I only 
B) II only 
C) I and II are both true 
D) Neither I nor II are true

Question 10

A ________ panel is a continuing group of prerecruited individuals who have agreed to participate in survey research studies.

Accepted Answer

A) synergistic 
B) personalized 
C) focus group 
D) hybrid 
E) mail 
A) synergistic 
B) personalized 
C) focus group 
D) hybrid 
E) mail

Question 11

The two main sources of nonresponse error are: ________ and not-at-homes.

Accepted Answer

A) refusals 
B) lack of a landline 
C) inability to use mobile apps 
D) rise of social media 
A) refusals 
B) lack of a landline 
C) inability to use mobile apps 
D) rise of social media

Question 12

You want to test three advertising concepts in order to identify the strengths and weaknesses of each.You are not concerned about obtaining a random sample as this research is diagnostic in nature.The questionnaire is long,and several questions have typically been difficult for respondents to answer.Would you recommend conducting this research via telephone,online,or in-person?

Accepted Answer

In-person is the best choice.This approa

Question 13

________ control refers to the degree to which a researcher is able to monitor interviewer quality.

Accepted Answer

A) Administrative 
B) Survey 
C) Sample 
D) Interview 
A) Administrative 
B) Survey 
C) Sample 
D) Interview

Question 14

A response rate is calculated by dividing the number of respondents ________ by the number of respondents in the valid sample.

Accepted Answer

A) contacted 
B) completing the survey 
C) in the sample frame 
D) in the population of interest 
A) contacted 
B) completing the survey 
C) in the sample frame 
D) in the population of interest

Question 15

An interviewer using a CATI system manually determines the next question to ask in a survey,particularly when skip patterns are involved.

Accepted Answer

A) True 
 B)False

Question 16

A research study has a response rate of 75%.The nonresponse rate would be:

Accepted Answer

A) 15% 
B) 20% 
C) 25% 
D) cannot be determined with the information provided 
A) 15% 
B) 20% 
C) 25% 
D) cannot be determined with the information provided

Question 17

Consider the methods shown below.How many of these methods can be used to collect information via surveys?
- telephone
- mail or paper,self-completed
- personal,face-to-face
- online

Accepted Answer

A) 1 
B) 2 
C) 3 
D) 4 
A) 1 
B) 2 
C) 3 
D) 4

Question 18

The best method for collecting complete and considered responses is ________ interviews.

Accepted Answer

A) personal,face-to-face 
B) telephone 
C) mail 
D) online 
A) personal,face-to-face 
B) telephone 
C) mail 
D) online

Question 19

Imagine that you are planning to conduct a survey via the mail.Which of the following is NOT an advantage of using a mail panel versus a mailing to a random sample of the population.

Accepted Answer

A) response rates tend to be higher 
B) respondents are "fresh" and have never before participated in a survey research study 
C) cost efficiencies tend to be greater 
D) pre-screening of low incidence populations can be efficiently conducted 
A) response rates tend to be higher 
B) respondents are "fresh" and have never before participated in a survey research study 
C) cost efficiencies tend to be greater 
D) pre-screening of low incidence populations can be efficiently conducted

Question 20

When faced with comparable parameters,personal interviews (versus other approaches to data collection)tend to be the most expensive form of data collection.

Accepted Answer

A) True 
 B)False

Intercept approaches to data collection work well to find ________ individuals.

Explain "hybrid design." Provide an example of how this design might be used.

What is the name given to a research design that combines two or more approaches to data collection,for example,collecting data through both online and telephone interviews.

________ control refers to the extent to which a researcher has control over the circumstances in which a respondent provides his or her answers to a survey.

The text discusses several advantages of telephone versus personal interviews.Which of the following is NOT noted as an advantage of telephone versus personal interviews as a data collection method?

A self-administered paper survey is commonly used to measure customer satisfaction.

The concept of administrative control is only appropriate for online surveys.

A ________ panel is a continuing group of prerecruited individuals who have agreed to participate in survey research studies.

The two main sources of nonresponse error are: ________ and not-at-homes.

________ control refers to the degree to which a researcher is able to monitor interviewer quality.

A response rate is calculated by dividing the number of respondents ________ by the number of respondents in the valid sample.

An interviewer using a CATI system manually determines the next question to ask in a survey,particularly when skip patterns are involved.

A research study has a response rate of 75%.The nonresponse rate would be:

Consider the methods shown below.How many of these methods can be used to collect information via surveys? - telephone - mail or paper,self-completed - personal,face-to-face - online

The best method for collecting complete and considered responses is ________ interviews.

Imagine that you are planning to conduct a survey via the mail.Which of the following is NOT an advantage of using a mail panel versus a mailing to a random sample of the population.

When faced with comparable parameters,personal interviews (versus other approaches to data collection)tend to be the most expensive form of data collection.

The Nature and Process of Advertising Research

Research Ethics

Secondary Research

Sampling

Collecting Qualitative Insights

Focus Groups

Analysis of Qualitative Data

Observation Research: Human and Automated

Observation Research: Biometrics

Measurement

Writing Survey Questions

Questionnaire Design

Experimentation

Descriptive Statistics

Inferential Statistics

Segmentation

Brand Mapping

Advertising Testing: Concept and Communications Tests

Post-Production Advertising Testing and Optimization

Reporting Research

Filters

Exam 10: Data Collection Through Surveys

Intercept approaches to data collection work well to find ________ individuals.

Explain "hybrid design." Provide an example of how this design might be used.

What is the name given to a research design that combines two or more approaches to data collection,for example,collecting data through both online and telephone interviews.

________ control refers to the extent to which a researcher has control over the circumstances in which a respondent provides his or her answers to a survey.

The text discusses several advantages of telephone versus personal interviews.Which of the following is NOT noted as an advantage of telephone versus personal interviews as a data collection method?

A self-administered paper survey is commonly used to measure customer satisfaction.

The concept of administrative control is only appropriate for online surveys.

A ________ panel is a continuing group of prerecruited individuals who have agreed to participate in survey research studies.

The two main sources of nonresponse error are: ________ and not-at-homes.

________ control refers to the degree to which a researcher is able to monitor interviewer quality.

A response rate is calculated by dividing the number of respondents ________ by the number of respondents in the valid sample.

An interviewer using a CATI system manually determines the next question to ask in a survey,particularly when skip patterns are involved.

A research study has a response rate of 75%.The nonresponse rate would be:

Consider the methods shown below.How many of these methods can be used to collect information via surveys? - telephone - mail or paper,self-completed - personal,face-to-face - online

The best method for collecting complete and considered responses is ________ interviews.

Imagine that you are planning to conduct a survey via the mail.Which of the following is NOT an advantage of using a mail panel versus a mailing to a random sample of the population.

When faced with comparable parameters,personal interviews (versus other approaches to data collection)tend to be the most expensive form of data collection.

The Nature and Process of Advertising Research

Research Ethics

Secondary Research

Sampling

Collecting Qualitative Insights

Focus Groups

Analysis of Qualitative Data

Observation Research: Human and Automated

Observation Research: Biometrics

Measurement

Writing Survey Questions

Questionnaire Design

Experimentation

Descriptive Statistics

Inferential Statistics

Segmentation

Brand Mapping

Advertising Testing: Concept and Communications Tests

Post-Production Advertising Testing and Optimization

Reporting Research

Filters