Exam 14: Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Sometimes a researcher will include an internal consistency check to ensure that reliable answers are being given by respondents. This is normally carried out by having two different questions that measure the same construct imbedded somewhere in the questionnaire.

If, after conducting a survey, it is determined that nonresponse is a problem, one alternative that may be considered is weighting. Essentially, weighting averages means:

If a study is conducted and nonresponse error is a problem, one remedy may be applying weighted averages. This will essentially increase or decrease a subgroup's proportion in the sample to that proportion known to exist in the population.

The nonresponse rate is calculated by:

A good definition for a completed interview is one that has all questions answered up to the demographic questions at the end of the survey.

CASRO, the Council of American Survey Research Organizations, has provided standards for calculating response rates.

If your response rate is 55 percent, your nonresponse rate is:

Nonsampling error is defined as all errors in a survey except those attributable to the sample plan and the sample size.

CATI stands for computer-assisted self-interviews where the respondent takes part in an online survey without any interviewer present.

An interviewer gives the respondent very subtle cues such as saying "yes" to statements with which the interviewer agrees. This is an example of:

Which of the following mechanisms is NOT mentioned by your text as commonly used by professional field data-collection companies in minimizing unintentional interviewer error?

Supervision and validation are ways the marketing research industry controls for interviewer cheating.

A completed interview is always defined as an interview in which 100 percent of the questions have been answered and in a way that they are all supportive of the research objectives.

A respondent reaches a certain point in the interview, and then decides not to answer any more questions. This is known as:

When a researcher sees a "middle-of-the-road pattern" during the questionnaire screening process, it signals that a good, average response was obtained by the survey. This is a good sign that the research process did not produce strange abnormalities.

Which of the following methods used to reduce nonresponse error is best for reducing the number of not-at-homes, busy signals, and no answers?

As stated in your text, some believe that nonresponse is a problem because:

According to your text, one estimate shows the survey refusal rate of U.S. Consumers is almost:

Bob Smith is conducting a survey for Margaret Day Craddock, the director of MIFA, a charitable organization in Memphis, Tennessee. Margaret has contracted with Bob's marketing research firm in Memphis to conduct a telephone survey of Memphis MSA residents. Not everyone contacted will be eligible to take part in the study as there is a screening question which asks if the potential respondent is the person in the household that is most likely to make decisions regarding the family's contributions to charity. Bob will use the CASRO formula, discussed in your text, to determine the response rate for the study. The formula essentially divides the number of completed interviews by the number of eligible units (respondents)in the sample. Which of the following best represents how the number of eligible units in the sample is calculated?

Falsehoods occur when: