Question 1

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

Accepted Answer

A)  reduced cost 
B)  respondent can control the pace of the survey 
C)  no interviewer apprehension 
D)  considerable interviewer-evaluation apprehension 
E)  respondents may be more honest without an interviewer 
A)  reduced cost 
B)  respondent can control the pace of the survey 
C)  no interviewer apprehension 
D)  considerable interviewer-evaluation apprehension 
E)  respondents may be more honest without an interviewer D

Question 2

With CATI systems, tabulations may be run at any time during the study and, as a result, questions may be added or deleted from the study.

Accepted Answer

A) True 
 B)False  True

Question 3

Which of the following is considered a computer-assisted interview?

Accepted Answer

A)  a human uses a computer 
B)  a database is used to record data 
C)  a DVD is used to explain the survey 
D)  a CD-ROM is used to record data 
E)  a software program is used to progress through a survey 
A)  a human uses a computer 
B)  a database is used to record data 
C)  a DVD is used to explain the survey 
D)  a CD-ROM is used to record data 
E)  a software program is used to progress through a survey A

Question 4

It is believed that conducting an interview in the respondent's home improves the quality of the data and facilitates the rapport between interviewer and interviewee.

Accepted Answer

A) True 
 B)False

Question 5

Whereas self-administered surveys are faster than personal or computer-assisted surveys, they have the highest cost.

Accepted Answer

A) True 
 B)False

Question 6

Which type of interview technique offers the advantages of cost, quality, and speed?

Accepted Answer

A)  in-office interview 
B)  telephone interview 
C)  mall-intercept interview 
D)  in-home interview 
E)  "man-on-the-street" interview 
A)  in-office interview 
B)  telephone interview 
C)  mall-intercept interview 
D)  in-home interview 
E)  "man-on-the-street" interview

Question 7

The data-collection landscape of China is the same as that in Western and European countries.

Accepted Answer

A) True 
 B)False

Question 8

The primary disadvantage of computer-administered surveys is that:

Accepted Answer

A)  real-time data capture provides error-prone data 
B)  because the data is entered directly into the computer, interview evaluation time is limited 
C)  costs of design, programming, debugging, and set up 
D)  limited number of people with access to computers 
E)  technology anxiety 
A)  real-time data capture provides error-prone data 
B)  because the data is entered directly into the computer, interview evaluation time is limited 
C)  costs of design, programming, debugging, and set up 
D)  limited number of people with access to computers 
E)  technology anxiety

Question 9

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 10

CAPI stands for computer-assisted personal interviewing.

Accepted Answer

A) True 
 B)False

Question 11

What type of interview technique could be used if it was not necessary for the researcher to watch the respondent to ensure correct procedures are followed?

Accepted Answer

A)  telephone interview 
B)  in-office interview 
C)  in-home interview 
D)  mall-intercept interview 
E)  confidential interviews 
A)  telephone interview 
B)  in-office interview 
C)  in-home interview 
D)  mall-intercept interview 
E)  confidential interviews

Question 12

Surveys allow for large samples, which are suitable for tabulation and statistical analysis.

Accepted Answer

A) True 
 B)False

Question 13

Research companies who select shopping malls for the purpose of conducting mall-intercept interviews tend to select malls:

Accepted Answer

A)  only in the largest cities 
B)  that have a regional versus local market area 
C)  where the crime rates are exceptionally low 
D)  in cities where interview cooperation rates are the highest 
E)  with a wide variety of shops 
A)  only in the largest cities 
B)  that have a regional versus local market area 
C)  where the crime rates are exceptionally low 
D)  in cities where interview cooperation rates are the highest 
E)  with a wide variety of shops

Question 14

Which of the following will increase mail survey response rates?

Accepted Answer

A)  use of color 
B)  stamps, rather than preprinted postage paid on the return envelopes 
C)  use of a recognizable brand name 
D)  confidentiality 
E)  use of an alert letter 
A)  use of color 
B)  stamps, rather than preprinted postage paid on the return envelopes 
C)  use of a recognizable brand name 
D)  confidentiality 
E)  use of an alert letter

Question 15

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 16

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 17

Which of the following data collection modes would be more appropriate for research on a product requiring demonstration that is targeted to the business-to-business market as opposed to the consumer market?

Accepted Answer

A)  CATI 
B)  business-to-business surveying 
C)  in-office interview 
D)  drop-off survey 
E)  detailed online survey with graphics 
A)  CATI 
B)  business-to-business surveying 
C)  in-office interview 
D)  drop-off survey 
E)  detailed online survey with graphics

Question 18

Self-administered surveys place a very high premium on proper questionnaire design.

Accepted Answer

A) True 
 B)False

Question 19

Traditional telephone interviewing offers opportunities for interviewer cheating.

Accepted Answer

A) True 
 B)False

Question 20

Which data collection mode requires interviewers to "navigate around gatekeepers"?

Accepted Answer

A)  gatekeeper interviewing 
B)  in-office interviewing 
C)  CATI and CAPI 
D)  CAPI and CATS 
E)  online surveys 
A)  gatekeeper interviewing 
B)  in-office interviewing 
C)  CATI and CAPI 
D)  CAPI and CATS 
E)  online surveys

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

With CATI systems, tabulations may be run at any time during the study and, as a result, questions may be added or deleted from the study.

Which of the following is considered a computer-assisted interview?

It is believed that conducting an interview in the respondent's home improves the quality of the data and facilitates the rapport between interviewer and interviewee.

Whereas self-administered surveys are faster than personal or computer-assisted surveys, they have the highest cost.

Which type of interview technique offers the advantages of cost, quality, and speed?

The data-collection landscape of China is the same as that in Western and European countries.

The primary disadvantage of computer-administered surveys is that:

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

CAPI stands for computer-assisted personal interviewing.

What type of interview technique could be used if it was not necessary for the researcher to watch the respondent to ensure correct procedures are followed?

Surveys allow for large samples, which are suitable for tabulation and statistical analysis.

Research companies who select shopping malls for the purpose of conducting mall-intercept interviews tend to select malls:

Which of the following will increase mail survey response rates?

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:

Which of the following data collection modes would be more appropriate for research on a product requiring demonstration that is targeted to the business-to-business market as opposed to the consumer market?

Self-administered surveys place a very high premium on proper questionnaire design.

Traditional telephone interviewing offers opportunities for interviewer cheating.

Which data collection mode requires interviewers to "navigate around gatekeepers"?

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters

Exam 9: Survey Data-Collection Methods

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

With CATI systems, tabulations may be run at any time during the study and, as a result, questions may be added or deleted from the study.

Which of the following is considered a computer-assisted interview?

It is believed that conducting an interview in the respondent's home improves the quality of the data and facilitates the rapport between interviewer and interviewee.

Whereas self-administered surveys are faster than personal or computer-assisted surveys, they have the highest cost.

Which type of interview technique offers the advantages of cost, quality, and speed?

The data-collection landscape of China is the same as that in Western and European countries.

The primary disadvantage of computer-administered surveys is that:

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

CAPI stands for computer-assisted personal interviewing.

What type of interview technique could be used if it was not necessary for the researcher to watch the respondent to ensure correct procedures are followed?

Surveys allow for large samples, which are suitable for tabulation and statistical analysis.

Research companies who select shopping malls for the purpose of conducting mall-intercept interviews tend to select malls:

Which of the following will increase mail survey response rates?

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:

Which of the following data collection modes would be more appropriate for research on a product requiring demonstration that is targeted to the business-to-business market as opposed to the consumer market?

Self-administered surveys place a very high premium on proper questionnaire design.

Traditional telephone interviewing offers opportunities for interviewer cheating.

Which data collection mode requires interviewers to "navigate around gatekeepers"?

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters