Exam 9: Survey Research: an Overview

Surveys may be classified based on the method of communication, the degrees of structure and disguise in the questionnaire, and the time frame in which the data are gathered.

Two major sources of survey errors are _____.

Self-selection biases in survey research overrepresent indifferent responses and underrepresent extreme consumer positions.

Total quality management is a business strategy that emphasizes market-driven quality as a top priority.

A researcher mistakenly entered data incorrectly into a spreadsheet. This type of error is called a(n) _____ error.

Highly opinionated respondents may create _____ bias because they are more likely to respond to surveys.

Which of the following occurs when respondents tend to answer questions with a certain slant?

Which type of question imposes a limit on the number of allowable responses?

In which stage of the total quality management process does research establish quantitative measures that can serve as points of comparison against which to evaluate future efforts?

All of the following are advantages of survey research EXCEPT _____.

Data collected at a single point in time represent a _____.

The number of "no contacts" in survey research has been decreasing because of the increased use of technology that allows people to screen calls.

Systematic errors are _____ because they include all sources of error other than those introduced directly by the sampling procedure.

When an interviewer asks a respondent: "Why do you shop at Macy's department store?", this is an example of a(n) ____.

A researcher collecting data from households across the country at the same time is conducting a(n) _____ study.

Systematic errors are also called sampling errors.

What type of question does not restrict the respondents' answers?

When a respondent exaggerates his income and education in an interview in order to make a favorable impression on the interviewer, this is an example of auspices bias.

When the results of a sample deviate in a significant way from the true value of the population mean, we say that the study has _____ bias.

Alice is participating in a research study in which she completes a questionnaire every year. She has been doing this for the past five years, and the purpose of the research is to study how consumers' attitudes and preferences toward various food products change as they age. This type of study in which respondents are questioned at multiple points in time is called a _____.