Question 1

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 2

In selecting the proper survey method, researchers balance:

Accepted Answer

A)  the cost of the project with what the client is willing to pay 
B)  the time limitation of the client with the speed at which surveys must be conducted in order to have a profitable research firm 
C)  the quality of information desired with the requirement to take advantage of today's technology 
D)  the quality of information desired with time deadlines and budget constraints 
E)  what their employer wants, in addition to what the researchers want 
A)  the cost of the project with what the client is willing to pay 
B)  the time limitation of the client with the speed at which surveys must be conducted in order to have a profitable research firm 
C)  the quality of information desired with the requirement to take advantage of today's technology 
D)  the quality of information desired with time deadlines and budget constraints 
E)  what their employer wants, in addition to what the researchers want

Question 3

Advantages of CATI include:

Accepted Answer

A)  interviews can be conducted via TV cable 
B)  cable and TV interviewing may be conducted simultaneously 
C)  the computer dials the respondent, brings up the questions to the interviewer, and moves ahead to the appropriate question 
D)  it can be enhanced with the drop-off survey technique 
E)  low setup costs 
A)  interviews can be conducted via TV cable 
B)  cable and TV interviewing may be conducted simultaneously 
C)  the computer dials the respondent, brings up the questions to the interviewer, and moves ahead to the appropriate question 
D)  it can be enhanced with the drop-off survey technique 
E)  low setup costs

Question 4

All malls allow for as many research firms who wish to intercept shoppers because it attracts more customers.

Accepted Answer

A) True 
 B)False

Question 5

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 6

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

Accepted Answer

A) True 
 B)False

Question 7

Telephone surveys have the potential to provide a high-quality sample.

Accepted Answer

A) True 
 B)False

Question 8

Telephone surveys may be preferable to face-to-face surveys when the topics being addressed are sensitive.

Accepted Answer

A) True 
 B)False

Question 9

With a CATS system, interviews are conducted entirely by computers.

Accepted Answer

A) True 
 B)False

Question 10

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

Question 11

The most popular type of self-administered survey is the:

Accepted Answer

A)  group self-administered surveys 
B)  drop-off surveys 
C)  e-mail surveys 
D)  mail surveys 
E)  anonymous surveys 
A)  group self-administered surveys 
B)  drop-off surveys 
C)  e-mail surveys 
D)  mail surveys 
E)  anonymous surveys

Question 12

A CATI is a form of person-administered interview.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is not a question to consider when choosing a survey method?

Accepted Answer

A)  What is the incidence rate? 
B)  How much money is there for data collection? 
C)  How much time is there for data collection? 
D)  What type of respondent interaction is required? 
E)  Which is the easiest method for the researcher? 
A)  What is the incidence rate? 
B)  How much money is there for data collection? 
C)  How much time is there for data collection? 
D)  What type of respondent interaction is required? 
E)  Which is the easiest method for the researcher?

Question 14

One of the disadvantages of computer-administered surveys is that they cannot depict pictures, video, or other graphics to the respondent.

Accepted Answer

A) True 
 B)False

Question 15

What are some of the problems associated with traditional telephone interviews?

Accepted Answer

A)  mistakes in administering the questions 
B)  insufficient call back for not-at-homes 
C)  dishonest interviewers 
D)  all of the above 
E)  none of the above 
A)  mistakes in administering the questions 
B)  insufficient call back for not-at-homes 
C)  dishonest interviewers 
D)  all of the above 
E)  none of the above

Question 16

Most CATI systems are programmed to make wrong answers impossible.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is a NOT a disadvantage of person-administered surveys?

Accepted Answer

A)  They are slower than other methods. 
B)  They are more expensive. 
C)  They are prone to errors. 
D)  They are rigid, not adaptable. 
E)  Respondents may fear interview evaluation. 
A)  They are slower than other methods. 
B)  They are more expensive. 
C)  They are prone to errors. 
D)  They are rigid, not adaptable. 
E)  Respondents may fear interview evaluation.

Question 18

Karen, of Standard Research, contemplates which survey method she will use for a client. She must balance:

Accepted Answer

A)  the cost of the project with the level of statistical analysis that will be used 
B)  the time limitation of the client with the requirement that the surveys be representative 
C)  the lower quality of information generated by using a totally computer-administered survey with the desire to make additional profits using the latest technology 
D)  the quality of information desired with time deadlines and budget constraints 
E)  the wishes of the employees at Standard Research 
A)  the cost of the project with the level of statistical analysis that will be used 
B)  the time limitation of the client with the requirement that the surveys be representative 
C)  the lower quality of information generated by using a totally computer-administered survey with the desire to make additional profits using the latest technology 
D)  the quality of information desired with time deadlines and budget constraints 
E)  the wishes of the employees at Standard Research

Question 19

Surveys involve interviews with a large number of respondents using a predesigned questionnaire.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is NOT a potential shortcoming of the telephone survey?

Accepted Answer

A)  The respondent cannot be shown anything. 
B)  It does not permit the interviewer to make various face-to-face judgments and evaluations. 
C)  It does not permit a high quality sample. 
D)  It does not allow for the observation of body language, facial expressions, or eye contact. 
E)  The increased use of answering machines. 
A)  The respondent cannot be shown anything. 
B)  It does not permit the interviewer to make various face-to-face judgments and evaluations. 
C)  It does not permit a high quality sample. 
D)  It does not allow for the observation of body language, facial expressions, or eye contact. 
E)  The increased use of answering machines.

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

In selecting the proper survey method, researchers balance:

Advantages of CATI include:

All malls allow for as many research firms who wish to intercept shoppers because it attracts more customers.

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.

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

Telephone surveys have the potential to provide a high-quality sample.

Telephone surveys may be preferable to face-to-face surveys when the topics being addressed are sensitive.

With a CATS system, interviews are conducted entirely by computers.

The most popular type of self-administered survey is the:

A CATI is a form of person-administered interview.

Which of the following is not a question to consider when choosing a survey method?

One of the disadvantages of computer-administered surveys is that they cannot depict pictures, video, or other graphics to the respondent.

What are some of the problems associated with traditional telephone interviews?

Most CATI systems are programmed to make wrong answers impossible.

Which of the following is a NOT a disadvantage of person-administered surveys?

Karen, of Standard Research, contemplates which survey method she will use for a client. She must balance:

Surveys involve interviews with a large number of respondents using a predesigned questionnaire.

Which of the following is NOT a potential shortcoming of the telephone survey?

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

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

In selecting the proper survey method, researchers balance:

Advantages of CATI include:

All malls allow for as many research firms who wish to intercept shoppers because it attracts more customers.

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.

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

Telephone surveys have the potential to provide a high-quality sample.

Telephone surveys may be preferable to face-to-face surveys when the topics being addressed are sensitive.

With a CATS system, interviews are conducted entirely by computers.

The most popular type of self-administered survey is the:

A CATI is a form of person-administered interview.

Which of the following is not a question to consider when choosing a survey method?

One of the disadvantages of computer-administered surveys is that they cannot depict pictures, video, or other graphics to the respondent.

What are some of the problems associated with traditional telephone interviews?

Most CATI systems are programmed to make wrong answers impossible.

Which of the following is a NOT a disadvantage of person-administered surveys?

Karen, of Standard Research, contemplates which survey method she will use for a client. She must balance:

Surveys involve interviews with a large number of respondents using a predesigned questionnaire.

Which of the following is NOT a potential shortcoming of the telephone survey?

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