Question 1

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 have to pay interviewers 
E)  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 have to pay interviewers 
E)  increase the speed of response

Question 2

One of the disadvantages of online surveys is that they may lack sample representativeness.

Accepted Answer

A) True 
 B)False

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

Question 4

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 theses 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 5

Karen has just started her first research project for her new firm, Standard Research. After meeting with the project team, Karen knows that the client, Cookies! Cookies! Cookies! (C!C!C!), is interested in statistical analyses to help decide on a new cookie flavor for their "healthy" line. C!C!C! needs to test whether the concept of the new flavor sounds appealing; consumers do not actually need to taste the flavor. Which of the following survey data collection methods should be used to best meet the client's needs?

Accepted Answer

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

Question 6

Interview evaluation refers to:

Accepted Answer

A)  an evaluation of the quality of the interviews by an editor 
B)  an evaluation of the interviews by the client/manager 
C)  an overall procedure for evaluation of the quality of the entire interviewing process 
D)  respondent anxieties caused by the presence of an interviewer 
E)  interviewer anxieties caused by the interview procedure 
A)  an evaluation of the quality of the interviews by an editor 
B)  an evaluation of the interviews by the client/manager 
C)  an overall procedure for evaluation of the quality of the entire interviewing process 
D)  respondent anxieties caused by the presence of an interviewer 
E)  interviewer anxieties caused by the interview procedure

Question 7

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 8

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 9

Key factors influencing the choice of a survey data collection method include the researchers' time and budget.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is NOT an advantage of the mail surveys?

Accepted Answer

A)  nonresponse 
B)  cost 
C)  no need for interviewer training 
D)  available mailing lists 
E)  no need for interviewer compensation 
A)  nonresponse 
B)  cost 
C)  no need for interviewer training 
D)  available mailing lists 
E)  no need for interviewer compensation

Question 11

Which of the following data collection modes allows for recruitment and training to be conducted at a central location, monitoring of the actual interviews by a supervisor, checking of completed interviews "on the spot," and control of interviewers' schedules?

Accepted Answer

A)  drop-off survey 
B)  CATI or CAPS 
C)  central location telephone interviewing 
D)  traditional telephone interviewing 
E)  central location mall intercepts 
A)  drop-off survey 
B)  CATI or CAPS 
C)  central location telephone interviewing 
D)  traditional telephone interviewing 
E)  central location mall intercepts

Question 12

Which of the following would be considered an example of the drop-off survey?

Accepted Answer

A)  A researcher brings a questionnaire to a respondent's home and leaves it to be completed. 
B)  A hotel leaves a questionnaire in a room for customers to evaluate their accommodations. 
C)  A retail store offers a customer a survey and promises a gift certificate if they return the questionnaire on their next visit. 
D)  A graduate student hands surveys out to other students to be placed in a drop box when completed. 
E)  All of the above would be considered drop-off surveys. 
A)  A researcher brings a questionnaire to a respondent's home and leaves it to be completed. 
B)  A hotel leaves a questionnaire in a room for customers to evaluate their accommodations. 
C)  A retail store offers a customer a survey and promises a gift certificate if they return the questionnaire on their next visit. 
D)  A graduate student hands surveys out to other students to be placed in a drop box when completed. 
E)  All of the above would be considered drop-off surveys.

Question 13

Adaptability refers to the ability to respond to respondent differences. Which method is best suited for adaptability?

Accepted Answer

A)  computer-administered surveys 
B)  self-administered surveys 
C)  drop-off surveys 
D)  person-administered surveys 
E)  CATI 
A)  computer-administered surveys 
B)  self-administered surveys 
C)  drop-off surveys 
D)  person-administered surveys 
E)  CATI

Question 14

Interview evaluation refers to the fact that some people become anxious about the possible reactions the interviewer may have to their answers to survey questions.

Accepted Answer

A) True 
 B)False

Question 15

Central location telephone interviewing offers good control of interviewers.

Accepted Answer

A) True 
 B)False

Question 16

The four questions of who, what, why and how are critical to which of the five advantages listed for the use of surveys?

Accepted Answer

A)  tapping the unseen in survey research 
B)  computer-administered surveys 
C)  self-administered surveys 
D)  subgroup analysis 
E)  mail surveys 
A)  tapping the unseen in survey research 
B)  computer-administered surveys 
C)  self-administered surveys 
D)  subgroup analysis 
E)  mail surveys

Question 17

Surveys conducted without the presence of an agent human or computer are referred to as self-administered surveys.

Accepted Answer

A) True 
 B)False

Question 18

One of the advantages of surveys is that they can tap the "unseen": motives, interests, attitudes, and intentions.

Accepted Answer

A) True 
 B)False

Question 19

What is NOT a unique advantage to using person-administered surveys?

Accepted Answer

A)  feedback 
B)  rapport 
C)  quality control 
D)  speed 
E)  adaptability 
A)  feedback 
B)  rapport 
C)  quality control 
D)  speed 
E)  adaptability

Question 20

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

Accepted Answer

A) True 
 B)False

The essential objective of the drop-off survey is:

One of the disadvantages of online surveys is that they may lack sample representativeness.

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.

Interview evaluation refers to:

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

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?

Key factors influencing the choice of a survey data collection method include the researchers' time and budget.

Which of the following is NOT an advantage of the mail surveys?

Which of the following data collection modes allows for recruitment and training to be conducted at a central location, monitoring of the actual interviews by a supervisor, checking of completed interviews "on the spot," and control of interviewers' schedules?

Which of the following would be considered an example of the drop-off survey?

Adaptability refers to the ability to respond to respondent differences. Which method is best suited for adaptability?

Interview evaluation refers to the fact that some people become anxious about the possible reactions the interviewer may have to their answers to survey questions.

Central location telephone interviewing offers good control of interviewers.

The four questions of who, what, why and how are critical to which of the five advantages listed for the use of surveys?

Surveys conducted without the presence of an agent human or computer are referred to as self-administered surveys.

One of the advantages of surveys is that they can tap the "unseen": motives, interests, attitudes, and intentions.

What is NOT a unique advantage to using person-administered surveys?

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

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

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Exam 9: Survey Data-Collection Methods

The essential objective of the drop-off survey is:

One of the disadvantages of online surveys is that they may lack sample representativeness.

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.

Interview evaluation refers to:

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

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?

Key factors influencing the choice of a survey data collection method include the researchers' time and budget.

Which of the following is NOT an advantage of the mail surveys?

Which of the following data collection modes allows for recruitment and training to be conducted at a central location, monitoring of the actual interviews by a supervisor, checking of completed interviews "on the spot," and control of interviewers' schedules?

Which of the following would be considered an example of the drop-off survey?

Adaptability refers to the ability to respond to respondent differences. Which method is best suited for adaptability?

Interview evaluation refers to the fact that some people become anxious about the possible reactions the interviewer may have to their answers to survey questions.

Central location telephone interviewing offers good control of interviewers.

The four questions of who, what, why and how are critical to which of the five advantages listed for the use of surveys?

Surveys conducted without the presence of an agent human or computer are referred to as self-administered surveys.

One of the advantages of surveys is that they can tap the "unseen": motives, interests, attitudes, and intentions.

What is NOT a unique advantage to using person-administered surveys?

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

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