Question 1

Multi-modal designs have the potential to increase data quality through ________.

Accepted Answer

A) increased response rate 
B) lower cost per respondent 
C) higher percentages of target audience selection 
A) increased response rate 
B) lower cost per respondent 
C) higher percentages of target audience selection

Question 2

CATI stands for ________.

Accepted Answer

A) Computer Aided Telecommerce Interviewing 
B) Computer Assisted Teleconferenced Interviews 
C) Computer Aided Teleconferenced Interviews 
D) Computer Assisted Telephone Interviewing 
A) Computer Aided Telecommerce Interviewing 
B) Computer Assisted Teleconferenced Interviews 
C) Computer Aided Teleconferenced Interviews 
D) Computer Assisted Telephone Interviewing

Question 3

Telephone and ________ surveys generally require the least amount of time to collect the data.

Accepted Answer

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

Question 4

The text discusses criteria for selecting a data collection method.How many of the criteria shown below are recommended criteria?
- cost
- timing requirements
- client preference
- field service expertise

Accepted Answer

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

Question 5

________ interviews must always occur in a face-to-face setting.

Accepted Answer

A) Personal 
B) Periodic 
C) Focus group 
D) Hybrid 
E) Dynamic 
A) Personal 
B) Periodic 
C) Focus group 
D) Hybrid 
E) Dynamic

Question 6

Personal contact is essential for longer surveys.

Accepted Answer

A) True 
 B)False

Question 7

A(n)________ interview recruits respondents "on the spot."

Accepted Answer

A) online 
B) pre-recruited 
C) intercept 
D) interrogation 
A) online 
B) pre-recruited 
C) intercept 
D) interrogation

Question 8

You want to conduct a telephone survey among college students.Would you recommend the use of a landline only sample,a cell phone only sample,or a dual frame design?

Accepted Answer

A dual frame design,such as that used by

Question 9

When thinking about an e-mail invitation to an online survey,which of the following is NOT a recommended guideline?

Accepted Answer

A) reassure people regarding privacy and confidentiality 
B) make certain the survey link is clickable 
C) avoid personalization or the use of real names in the "From" field 
D) keep it short 
A) reassure people regarding privacy and confidentiality 
B) make certain the survey link is clickable 
C) avoid personalization or the use of real names in the "From" field 
D) keep it short

Question 10

Calculate the response rate given the data shown below.
Number in original sample: 1,250
Number not valid: 200
Failed to meet sample definition: 50
Refusals: 50
Not at home: 200

Accepted Answer

The respon

Multi-modal designs have the potential to increase data quality through ________.

CATI stands for ________.

Telephone and ________ surveys generally require the least amount of time to collect the data.

The text discusses criteria for selecting a data collection method.How many of the criteria shown below are recommended criteria? - cost - timing requirements - client preference - field service expertise

________ interviews must always occur in a face-to-face setting.

Personal contact is essential for longer surveys.

A(n)________ interview recruits respondents "on the spot."

You want to conduct a telephone survey among college students.Would you recommend the use of a landline only sample,a cell phone only sample,or a dual frame design?

When thinking about an e-mail invitation to an online survey,which of the following is NOT a recommended guideline?

Calculate the response rate given the data shown below. Number in original sample: 1,250 Number not valid: 200 Failed to meet sample definition: 50 Refusals: 50 Not at home: 200

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

Multi-modal designs have the potential to increase data quality through ________.

CATI stands for ________.

Telephone and ________ surveys generally require the least amount of time to collect the data.

The text discusses criteria for selecting a data collection method.How many of the criteria shown below are recommended criteria? - cost - timing requirements - client preference - field service expertise

________ interviews must always occur in a face-to-face setting.

Personal contact is essential for longer surveys.

A(n)________ interview recruits respondents "on the spot."

You want to conduct a telephone survey among college students.Would you recommend the use of a landline only sample,a cell phone only sample,or a dual frame design?

When thinking about an e-mail invitation to an online survey,which of the following is NOT a recommended guideline?

Calculate the response rate given the data shown below. Number in original sample: 1,250 Number not valid: 200 Failed to meet sample definition: 50 Refusals: 50 Not at home: 200

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