Question 1

"Prompters" may be used to:

Accepted Answer

A)  interviewer error 
B)  facilitate proper training 
C)  control for attention loss or fatigue 
D)  direct interviewers where to find respondents 
E)  eliminate misunderstandings 
A)  interviewer error 
B)  facilitate proper training 
C)  control for attention loss or fatigue 
D)  direct interviewers where to find respondents 
E)  eliminate misunderstandings

Question 2

Rachel Luecht was responsible for conducting a survey of her university to determine what extent the students were in favor of a number of changes the university administration was considering. She would need to collect four hundred completed interviews in a five-day period, and the administration had given her a budget of $2,000.00 to collect the information. Rachel put posters up around the campus asking for students who wanted to earn extra cash by interviewing other students on campus. At the meeting of the volunteers, Rachel offers to pay them $8.00 an hour and told them they should complete at least three interviews for each hour they worked. Rachel's decision to pay the interviewers this way will:

Accepted Answer

A)  help ensure there are no misunderstandings among the fieldworkers collecting the information 
B)  help ensure that there is a minimum of fatigue among the fieldworkers collecting the information 
C)  help ensure that her fieldworkers do not cheat 
D)  help ensure that leading respondents will be held at a minimum because she is giving the fieldworkers ample time to conduct the interviews 
E)  help control respondent misunderstandings 
A)  help ensure there are no misunderstandings among the fieldworkers collecting the information 
B)  help ensure that there is a minimum of fatigue among the fieldworkers collecting the information 
C)  help ensure that her fieldworkers do not cheat 
D)  help ensure that leading respondents will be held at a minimum because she is giving the fieldworkers ample time to conduct the interviews 
E)  help control respondent misunderstandings

Question 3

If a respondent is called and is "not at home," that sample element is no longer usable and callbacks should not be made. To do otherwise will distort the response rate.

Accepted Answer

A) True 
 B)False

Question 4

A method that may reduce nonresponse error is to provide potential respondents with an advance notification, either by telephone or by letter, that they are going to be asked to take part in some research.

Accepted Answer

A) True 
 B)False

Question 5

An item omission refers to the failure to include an important question on a survey questionnaire. Therefore, item omissions may seriously threaten the achievement of the research objectives.

Accepted Answer

A) True 
 B)False

Question 6

When respondents have a tendency to respond favorably or unfavorably regardless of the question, it is known as:

Accepted Answer

A)  yea- or nay-saying 
B)  endzoning 
C)  unreliable response 
D)  research with low variability 
E)  None of the above; the respondent is obviously favorable or unfavorable toward the topic being evaluated. 
A)  yea- or nay-saying 
B)  endzoning 
C)  unreliable response 
D)  research with low variability 
E)  None of the above; the respondent is obviously favorable or unfavorable toward the topic being evaluated.

Question 7

One remedy for studies that are thought likely to have high nonresponse rates is to oversample. This means we draw a sample larger than calculated in order to meet the required sample size calculated by the sample size formula.

Accepted Answer

A) True 
 B)False

Question 8

A variety of nonsampling error occurs during data collection. These data collection errors may be divided into:

Accepted Answer

A)  fieldworker error and respondent error 
B)  data error in; data error out 
C)  intentional and fieldworker 
D)  unintentional and respondent error 
E)  directional and nondirectional nonsampling errors 
A)  fieldworker error and respondent error 
B)  data error in; data error out 
C)  intentional and fieldworker 
D)  unintentional and respondent error 
E)  directional and nondirectional nonsampling errors

Question 9

Incentives often used to reduce nonresponse error in survey research include:

Accepted Answer

A)  advance notification, assurance of insurance, and claims to be certified 
B)  post notification, monetary incentives, and follow-up contacts 
C)  advance notification, monetary incentives, and follow-up contacts 
D)  ex post facto notification, assurance of insurance, and follow-up contacts 
E)  promises not to "sell anything" 
A)  advance notification, assurance of insurance, and claims to be certified 
B)  post notification, monetary incentives, and follow-up contacts 
C)  advance notification, monetary incentives, and follow-up contacts 
D)  ex post facto notification, assurance of insurance, and follow-up contacts 
E)  promises not to "sell anything"

Question 10

We can predetermine (and control)the level of sampling error, and we can predetermine the amount of nonsampling error we will have.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is NOT true of respondent participation?

Accepted Answer

A)  Participation is a crucial concern of marketing researchers. 
B)  The public may be weary of participating in research projects. 
C)  The public may feel intruded upon due to an increasing expectation of personal privacy. 
D)  The cost of conducting research has decreased as people have become resistant to participating in studies. 
E)  As respondent cooperation decreases, greater levels of resources must be committed to recruit comparable numbers of respondents. 
A)  Participation is a crucial concern of marketing researchers. 
B)  The public may be weary of participating in research projects. 
C)  The public may feel intruded upon due to an increasing expectation of personal privacy. 
D)  The cost of conducting research has decreased as people have become resistant to participating in studies. 
E)  As respondent cooperation decreases, greater levels of resources must be committed to recruit comparable numbers of respondents.

Question 12

Which is true about nonsampling error?

Accepted Answer

A)  It cannot be measured as can sampling error. 
B)  It can be measured as accurately as sampling error. 
C)  It can be measured more accurately than sampling error. 
D)  It cannot be measured in standard units. 
E)  It can be measured in standard units. 
A)  It cannot be measured as can sampling error. 
B)  It can be measured as accurately as sampling error. 
C)  It can be measured more accurately than sampling error. 
D)  It cannot be measured in standard units. 
E)  It can be measured in standard units.

Question 13

Reversal of scale endpoints may be useful for controlling:

Accepted Answer

A)  sampling error 
B)  falsehoods 
C)  nonresponse 
D)  attention loss 
E)  misunderstandings 
A)  sampling error 
B)  falsehoods 
C)  nonresponse 
D)  attention loss 
E)  misunderstandings

Question 14

Falsehoods and nonresponse are two unintentional respondent errors.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is NOT a strategy for dealing with hurdles in B2B respondent recruiting?

Accepted Answer

A)  Recruiting gatekeepers as allies 
B)  Booking time on a prospect's calendar 
C)  Convincing a prospect that participation is important 
D)  Hiding the purpose of the survey from the gatekeeper and saving it only for the prospect 
E)  Explaining to the gatekeeper that the marketing research being conducted may eventually help the boss on the job 
A)  Recruiting gatekeepers as allies 
B)  Booking time on a prospect's calendar 
C)  Convincing a prospect that participation is important 
D)  Hiding the purpose of the survey from the gatekeeper and saving it only for the prospect 
E)  Explaining to the gatekeeper that the marketing research being conducted may eventually help the boss on the job

Question 16

Which of the following best describes the trend in nonresponse rates in telephone surveys conducted from 1979 to 2003?

Accepted Answer

A)  Response rates have continually increased. 
B)  Response rates have remained unchanged primarily due to the effects of online surveys. 
C)  Response rates have slowly declined over this period of years. 
D)  Response rates increased dramatically from 1979 to about 1988, and then saw a downward fall that was just as dramatic. 
E)  Response rates increased dramatically from 1979 to about 1985, and then saw a downward fall that was just as dramatic. 
A)  Response rates have continually increased. 
B)  Response rates have remained unchanged primarily due to the effects of online surveys. 
C)  Response rates have slowly declined over this period of years. 
D)  Response rates increased dramatically from 1979 to about 1988, and then saw a downward fall that was just as dramatic. 
E)  Response rates increased dramatically from 1979 to about 1985, and then saw a downward fall that was just as dramatic.

Question 17

Of the factors that determine whether or not a person will participate in a survey, which of those listed below was found by researchers to increase participation?

Accepted Answer

A)  any topic dealing with sports 
B)  topics related to current TV shows that are also popular 
C)  topics of interest to the potential respondent 
D)  topics relating to taxation and social welfare 
E)  topics related to youth 
A)  any topic dealing with sports 
B)  topics related to current TV shows that are also popular 
C)  topics of interest to the potential respondent 
D)  topics relating to taxation and social welfare 
E)  topics related to youth

Question 18

Response rate and nonresponse rates are related; if the response rate is 60 percent, then the nonresponse rate is 40 percent.

Accepted Answer

A) True 
 B)False

Question 19

One of the primary causes for interviewer cheating stems from the compensation method: payment per completed interview.

Accepted Answer

A) True 
 B)False

Question 20

One decision rule used in the research industry relating to how to define a "completed survey" is to define it as one in which all the:

Accepted Answer

A)  primary questions have been answered 
B)  primary and secondary questions have been answered 
C)  primary, secondary, and tertiary questions have been answered 
D)  questions have been answered 
E)  classification questions have been answered 
A)  primary questions have been answered 
B)  primary and secondary questions have been answered 
C)  primary, secondary, and tertiary questions have been answered 
D)  questions have been answered 
E)  classification questions have been answered

"Prompters" may be used to:

If a respondent is called and is "not at home," that sample element is no longer usable and callbacks should not be made. To do otherwise will distort the response rate.

A method that may reduce nonresponse error is to provide potential respondents with an advance notification, either by telephone or by letter, that they are going to be asked to take part in some research.

An item omission refers to the failure to include an important question on a survey questionnaire. Therefore, item omissions may seriously threaten the achievement of the research objectives.

When respondents have a tendency to respond favorably or unfavorably regardless of the question, it is known as:

One remedy for studies that are thought likely to have high nonresponse rates is to oversample. This means we draw a sample larger than calculated in order to meet the required sample size calculated by the sample size formula.

A variety of nonsampling error occurs during data collection. These data collection errors may be divided into:

Incentives often used to reduce nonresponse error in survey research include:

We can predetermine (and control)the level of sampling error, and we can predetermine the amount of nonsampling error we will have.

Which of the following is NOT true of respondent participation?

Which is true about nonsampling error?

Reversal of scale endpoints may be useful for controlling:

Falsehoods and nonresponse are two unintentional respondent errors.

Which of the following is NOT a strategy for dealing with hurdles in B2B respondent recruiting?

Which of the following best describes the trend in nonresponse rates in telephone surveys conducted from 1979 to 2003?

Of the factors that determine whether or not a person will participate in a survey, which of those listed below was found by researchers to increase participation?

Response rate and nonresponse rates are related; if the response rate is 60 percent, then the nonresponse rate is 40 percent.

One of the primary causes for interviewer cheating stems from the compensation method: payment per completed interview.

One decision rule used in the research industry relating to how to define a "completed survey" is to define it as one in which all the:

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

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

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

"Prompters" may be used to:

If a respondent is called and is "not at home," that sample element is no longer usable and callbacks should not be made. To do otherwise will distort the response rate.

A method that may reduce nonresponse error is to provide potential respondents with an advance notification, either by telephone or by letter, that they are going to be asked to take part in some research.

An item omission refers to the failure to include an important question on a survey questionnaire. Therefore, item omissions may seriously threaten the achievement of the research objectives.

When respondents have a tendency to respond favorably or unfavorably regardless of the question, it is known as:

One remedy for studies that are thought likely to have high nonresponse rates is to oversample. This means we draw a sample larger than calculated in order to meet the required sample size calculated by the sample size formula.

A variety of nonsampling error occurs during data collection. These data collection errors may be divided into:

Incentives often used to reduce nonresponse error in survey research include:

We can predetermine (and control)the level of sampling error, and we can predetermine the amount of nonsampling error we will have.

Which of the following is NOT true of respondent participation?

Which is true about nonsampling error?

Reversal of scale endpoints may be useful for controlling:

Falsehoods and nonresponse are two unintentional respondent errors.

Which of the following is NOT a strategy for dealing with hurdles in B2B respondent recruiting?

Which of the following best describes the trend in nonresponse rates in telephone surveys conducted from 1979 to 2003?

Of the factors that determine whether or not a person will participate in a survey, which of those listed below was found by researchers to increase participation?

Response rate and nonresponse rates are related; if the response rate is 60 percent, then the nonresponse rate is 40 percent.

One of the primary causes for interviewer cheating stems from the compensation method: payment per completed interview.

One decision rule used in the research industry relating to how to define a "completed survey" is to define it as one in which all the:

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

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

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