Question 1

A CATI is a form of person-administered interview.

Accepted Answer

A) True 
 B)False

Question 2

Which two factors justify the high cost of in-home personal interviewing?

Accepted Answer

A) need for personal contact and in-home environment is important 
B) speed of interviewing and in-home environment is important 
C) in-home environment is important and there is a need to interview family members 
D) there is a need to view an ad 
E) none of the above; nothing justifies the extremely high cost of interviews conducted in the home 
A) need for personal contact and in-home environment is important 
B) speed of interviewing and in-home environment is important 
C) in-home environment is important and there is a need to interview family members 
D) there is a need to view an ad 
E) none of the above; nothing justifies the extremely high cost of interviews conducted in the home

Question 3

________ means that those who do respond to questionnaires are probably different from those who do not fill out the questionnaire.

Accepted Answer

A) Nonresponse 
B) Interview evaluation 
C) Self-selection bias 
D) Omission bias 
E) Survey bias 
A) Nonresponse 
B) Interview evaluation 
C) Self-selection bias 
D) Omission bias 
E) Survey bias

Question 4

Some of the major advantages of using online surveys are:

Accepted Answer

A) easy to use SPAMBOTS to collect email addresses ; this lowers the cost and increases speed 
B) real time access to data and availability of many respondents by sending out randomly selected emails 
C) low cost, speed, and sample representativeness 
D) representativeness and verifiability of samples 
E) fast, easy and inexpensive 
A) easy to use SPAMBOTS to collect email addresses ; this lowers the cost and increases speed 
B) real time access to data and availability of many respondents by sending out randomly selected emails 
C) low cost, speed, and sample representativeness 
D) representativeness and verifiability of samples 
E) fast, easy and inexpensive

Question 5

Which of the following will increase mail survey response rates over 90%?

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) use of a celebrity endorser 
E) none of the above 
A) use of color 
B) stamps, rather than preprinted postage paid on the return envelopes 
C) use of a recognizable brand name 
D) use of a celebrity endorser 
E) none of the above

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

What is a unique advantage to using person-administered surveys?

Accepted Answer

A) feedback 
B) rapport 
C) quality control 
D) adaptability 
E) all of the above 
A) feedback 
B) rapport 
C) quality control 
D) adaptability 
E) all of the above

Question 8

The primary disadvantage(s)of computer-administered surveys is/are:

Accepted Answer

A) real-time data capture provides error-prone data 
B) since the data is entered directly into the computer, interview evaluation time is limited 
C) they require technical skills and there are high set-up costs 
D) they are slow 
E) you may not use pictures, videos or graphics 
A) real-time data capture provides error-prone data 
B) since the data is entered directly into the computer, interview evaluation time is limited 
C) they require technical skills and there are high set-up costs 
D) they are slow 
E) you may not use pictures, videos or graphics

Question 9

Which of the following refers to the percentage of the population that possesses some characteristics necessary to be included in a survey?

Accepted Answer

A) selection bias 
B) incidence rate 
C) population evaluation 
D) action standard percentage 
E) none of the above 
A) selection bias 
B) incidence rate 
C) population evaluation 
D) action standard percentage 
E) none of the above

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

If the respondent needs to watch a twenty-minute infomercial,which of the following data collection might be chosen?

Accepted Answer

A) person-administered methods and in-office interviewing 
B) mail and telephone 
C) mail, in-home and out-of-office interviewing 
D) mall intercept 
E) in-home, online or in-office interviewing 
A) person-administered methods and in-office interviewing 
B) mail and telephone 
C) mail, in-home and out-of-office interviewing 
D) mall intercept 
E) in-home, online or in-office interviewing

Question 12

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 or to verify his or her reactions?

Accepted Answer

A) telephone interview 
B) in-office interview 
C) in-home interview 
D) mall-intercept interview 
E) none of the above 
A) telephone interview 
B) in-office interview 
C) in-home interview 
D) mall-intercept interview 
E) none of the above

Question 13

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 with 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, budget constraints, and other considerations 
E) none of the above 
A) the cost of the project with what the client is willing to pay 
B) the time limitation of the client with the speed with 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, budget constraints, and other considerations 
E) none of the above

Question 14

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) in cities where mall security is available 
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) in cities where mall security is available

Question 15

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) respondents being apprehensive about providing the "correct" answer 
E) none of the above 
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) respondents being apprehensive about providing the "correct" answer 
E) none of the above

Question 16

Collecting survey data from a church group would be:

Accepted Answer

A) an example of improper data collection 
B) against the AMA's Code of Ethics 
C) an example of group, self-administered surveying 
D) a nonrepresentative sample 
E) a form of dual data collection 
A) an example of improper data collection 
B) against the AMA's Code of Ethics 
C) an example of group, self-administered surveying 
D) a nonrepresentative sample 
E) a form of dual data collection

Question 17

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

Question 18

The four major ways to collect data are: have a person ask the questions,have a computer assist or conduct the questioning,allow the respondents themselves to complete the survey or use some combination of the first three.

Accepted Answer

A) True 
 B)False

Question 19

CATS is an approach identified with:

Accepted Answer

A) CAXI 
B) fully computerized interviews administered over the telephone 
C) mall intercept surveys for business-to-business products 
D) hybrid modes of data collection 
E) Internet surveys 
A) CAXI 
B) fully computerized interviews administered over the telephone 
C) mall intercept surveys for business-to-business products 
D) hybrid modes of data collection 
E) Internet surveys

Question 20

Which of the following survey modes is different from other survey methods in that there is no agent-human or computer-administering the interview?

Accepted Answer

A) person-administered survey 
B) computer-administered survey 
C) self-administered surveys 
D) hybrid survey 
E) mixed-media survey 
A) person-administered survey 
B) computer-administered survey 
C) self-administered surveys 
D) hybrid survey 
E) mixed-media survey

A CATI is a form of person-administered interview.

Which two factors justify the high cost of in-home personal interviewing?

________ means that those who do respond to questionnaires are probably different from those who do not fill out the questionnaire.

Some of the major advantages of using online surveys are:

Which of the following will increase mail survey response rates over 90%?

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

What is a unique advantage to using person-administered surveys?

The primary disadvantage(s)of computer-administered surveys is/are:

Which of the following refers to the percentage of the population that possesses some characteristics necessary to be included in a survey?

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

If the respondent needs to watch a twenty-minute infomercial,which of the following data collection might be chosen?

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 or to verify his or her reactions?

In selecting the proper survey method,researchers balance:

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

Interview evaluation refers to:

Collecting survey data from a church group would be:

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

The four major ways to collect data are: have a person ask the questions,have a computer assist or conduct the questioning,allow the respondents themselves to complete the survey or use some combination of the first three.

CATS is an approach identified with:

Which of the following survey modes is different from other survey methods in that there is no agent-human or computer-administering the interview?

An Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Including the Problem and Research Objectives

Research Design Alternatives and Qualitative Research

Information Types and Sources: Secondary Data and Standardized Information

Measurement Scales

Designing Data Collection Forms

Determining Sample Size and the Sample Plan

Data Issues and Inputting Data Into Xl Data Analyst

Summarizing Your Data

Generalizing Your Findings

Determining Relationships

Finding Differences

Preparing and Presenting Your Research Report

Filters

Exam 6: Data Collection Methods

A CATI is a form of person-administered interview.

Which two factors justify the high cost of in-home personal interviewing?

________ means that those who do respond to questionnaires are probably different from those who do not fill out the questionnaire.

Some of the major advantages of using online surveys are:

Which of the following will increase mail survey response rates over 90%?

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

What is a unique advantage to using person-administered surveys?

The primary disadvantage(s)of computer-administered surveys is/are:

Which of the following refers to the percentage of the population that possesses some characteristics necessary to be included in a survey?

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

If the respondent needs to watch a twenty-minute infomercial,which of the following data collection might be chosen?

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 or to verify his or her reactions?

In selecting the proper survey method,researchers balance:

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

Interview evaluation refers to:

Collecting survey data from a church group would be:

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

The four major ways to collect data are: have a person ask the questions,have a computer assist or conduct the questioning,allow the respondents themselves to complete the survey or use some combination of the first three.

CATS is an approach identified with:

Which of the following survey modes is different from other survey methods in that there is no agent-human or computer-administering the interview?

An Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Including the Problem and Research Objectives

Research Design Alternatives and Qualitative Research

Information Types and Sources: Secondary Data and Standardized Information

Measurement Scales

Designing Data Collection Forms

Determining Sample Size and the Sample Plan

Data Issues and Inputting Data Into Xl Data Analyst

Summarizing Your Data

Generalizing Your Findings

Determining Relationships

Finding Differences

Preparing and Presenting Your Research Report

Filters