Deck 8: Survey Research: an Overview

Question 1

The purpose of survey research is to collect secondary data.

Answer 1

False
The purpose of survey research is to collect primary data.

Question 2

Some aspects of surveys may be qualitative.

Answer 2

True

Question 3

No contacts occur when people are unwilling to participate in the research.

Answer 3

False
This type of error is referred to as refusals.No contacts are people who are not accessible on the first and second contact.

Question 4

All survey research is conducted with the ultimate consumer.

Question 5

Unless sample size is increased,random sampling errors are unavoidable in survey research.

Question 6

The number of "no contacts" in survey research has been decreasing because of the increased use of telephone answering machines by consumers.

Question 7

The five categories of response bias are mutually exclusive from one another.

Question 8

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

Question 9

Nonresponse is a type of respondent error.

Question 10

Two major sources of survey error are random sampling error and systematic error.

Question 11

In evaluating the value of survey research,the researcher should be sure that those who did not respond to the survey are representative of those who did respond to the survey on important characteristics.

Question 12

Two general categories of systematic error are Type I errors and Type II errors.

Question 13

When a respondent "puffs up" his answers in an interview in order to make a favorable impression on the interviewer,this is an example of auspices bias.

Question 14

A response bias occurs when respondents tend to answer questions with a certain slant.

Question 15

A sample bias exists when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter.

Question 16

Survey research techniques and standards are still quite unscientific.

Question 17

Systematic errors are also called nonsampling errors.

Question 18

Surveys provide a quick,often inexpensive,efficient,and accurate means of assessing information about a population.

Question 19

When an interviewer is not able to write fast enough to record the respondent's answers verbatim,this is an example of interviewer cheating.

Question 20

Most survey research is descriptive research.

Question 21

In a research study,a potential respondent who is not at home at either the first or second attempt to reach this person by phone is called a(n):

A)sample bias
B)no contact
C)interviewee
D)random sampling error

Question 22

People who are not contacted or who refuse to cooperate are called:

A)random errors
B)biased respondents
C)sample selection errors
D)nonrespondents

Question 23

A longitudinal study that gathers data from the same sample of individuals or households over time is called a cohort study.

Question 24

When a respondent tells an interviewer that his annual income last year was $50,000 (because he is embarrassed to admit that it was $25,000),this is an example of:

A)nonresponse error
B)auspices bias
C)interviewer cheating
D)deliberate falsification

Question 25

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

Question 26

Which of the following can be the target of survey research techniques?

A)wholesalers
B)retailers
C)consumers
D)all of the above

Question 27

Systematic errors are also called:

A)random sampling error
B)interviewer error
C)nonresponse error
D)nonsampling errors

Question 28

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.

Question 29

The tendency for respondents to agree with most questions in a survey is known as:

A)auspices bias
B)interviewer bias
C)extremity bias
D)acquiescence bias

Question 30

Implementing a total quality management program requires considerable survey research.

Question 31

When a research study is not conducted according to the plan in the proposal for the research study,what kind of error has occurred?

A)random sampling error
B)systematic error
C)respondent error
D)implementation error

Question 32

When a hotel customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for room service to deliver his dinner,this is an example of:

A)random sampling error
B)self-selection bias
C)auspices bias
D)social desirability bias

Question 33

Barbara received a phone call asking her to participate in a survey.She told the interviewer that she was too busy and could not participate.This is an example of:

A)random sampling error
B)administrative error
C)nonresponse error
D)interviewer error

Question 34

Systematic error is divided into which two general categories?

A)respondent error and administrative error
B)random sampling error and administrative error
C)response bias and interview error
D)primary error and secondary error

Question 35

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

A)interviewer bias
B)self-selection bias
C)self-preservation bias
D)response bias

Question 36

A survey can collect information using which of the following techniques?

A)telephone
B)face-to-face interviews
C)mail
D)all of the above

Question 37

People who are unwilling to participate in a research project are referred to as:

A)refusals
B)deviations
C)no contacts
D)random errors

Question 38

All of the following are advantages of survey research EXCEPT:

A)inexpensive
B)random
C)efficient
D)accurate

Question 39

The people who answer survey questions are referred to as:

A)researchers
B)clients
C)respondents
D)users

Question 40

When the same respondents are questioned several times over a period of months,this is an example of a longitudinal study.

Question 41

Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer?

A)random sampling bias
B)social desirability bias
C)administrative bias
D)interviewer cheating

Question 42

All of the following are stages in the total quality management process EXCEPT:

A)benchmarking stage
B)testing and revising stage
C)continuous quality improvement stage
D)commitment and exploration stage

Question 43

Surveys are classified based on all of the following EXCEPT:

A)number of questions
B)method of communication
C)degrees of structure and disguise in the questionnaire
D)time frame in which the data are gathered

Question 44

Longitudinal studies that survey several different samples at different times are called:

A)cohort studies
B)structured studies
C)segmented studies
D)linked studies

Question 45

Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist?

A)curb-stoning
B)auspices bias
C)sugging
D)mere-measurement effect

Question 46

When a research company pulls a random sample of people from a phone book and that sample does not include people with unlisted numbers or who do not have landline telephone service,we say that the sample contains:

A)sample selection error
B)acquiescence bias
C)social desirability error
D)auspices bias

Question 47

What is the first stage of the total quality management process?

A)benchmarking stage
B)continuous quality improvement stage
C)initial quality improvement stage
D)commitment and exploration stage

Question 48

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

A)structured question
B)disguised question
C)unstructured question
D)curb-stone question

Question 49

When a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer,this is an example of:

A)interviewer bias
B)auspices bias
C)administrative bias
D)acquiescence bias

Question 50

When an interviewer asks the respondent to state which of six salary categories represents his gross income the previous year,this is an example of a(n):

A)unstructured question
B)social desirability question
C)structured question
D)disguised question

Question 51

Which of the following is a type of longitudinal study that gathers data from the same sample of individuals or households that record their purchases over time?

A)cross-sectional
B)cohort
C)consumer panel
D)tracking study

Question 52

Lori 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:

A)cross-sectional study
B)longitudinal study
C)permanent study
D)structured study

Question 53

Which of the following is a business strategy that emphasizes market-driven quality as a top priority?

A)inside-out management
B)outside-in management
C)total quality management
D)benchmark management

Question 54

When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview,this is an example of:

A)interviewer cheating
B)auspices bias
C)interviewer error
D)social desirability bias

Question 55

Which dimension of quality is being studied for a Honda lawnmower when customers are asked to rate its ability to start on the first or second try?

A)aesthetic design
B)reliability
C)serviceability
D)competence

Question 56

One research firm uses successive samples the week following the Super Bowl each year to compare trends and identify changes in consumers' awareness of and attitudes towards Super Bowl advertising.This type of longitudinal study is called a:

A)consumer panel
B)progressive study
C)subsequent study
D)tracking study

Question 57

Which dimension of quality is being studied for a Harley motorcycle when a survey asks them to record the number of years that they have owned that particular Harley?

A)serviceability
B)durability
C)reliability
D)features

Question 58

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?

A)exploration stage
B)initial quality improvement stage
C)benchmarking stage
D)continuous quality improvement stage

Question 59

When an interviewer fails to write the respondent's answer to a question verbatim because the respondent talks faster than the interviewer can write,this is an example of:

A)acquiescence error
B)interviewer error
C)auspices bias
D)interviewer cheating

Question 60

Data collected at a single point in time represent a:

A)longitudinal study
B)point study
C)static study
D)cross-sectional study

Question 61

If the interviewer's presence influences respondents to give untrue or modified answers,the survey will be marred by ____________________.

Question 62

When an interviewer does not record the respondent's answers correctly,this is an example of ____________________ error.

Question 63

Discuss the stages in the total quality management process and the importance of survey research at each stage.

Question 64

A person who is not at home when an interviewer calls is called a(n)____________________.

Question 65

The person who answers questions in a mail survey is called a(n)____________________.

Question 66

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.

Question 67

A group of consumers who participate in a longitudinal study in which they record their shopping behavior for food items is called a(n)____________________.

Question 68

Explain the advantages and disadvantages of surveys.

Question 69

When a mistake is made in carrying out the design of a research study,this is called ____________________ error.

Question 70

Chance variations in sampling due to the elements selected in the sample are called ____________________ error.

Question 71

When the people who answer a mail survey are different in important ways (e.g.income level)from the people who did not answer the survey,the survey is said to have ____________________ error.

Question 72

Compare and contrast cross-sectional studies and longitudinal studies.

Question 73

When primary data are collected by asking respondents questions,these data are generated by a(n)____________________.

Question 74

A person who hangs up the phone when he is asked to answer a few questions about his television viewing habits because he is not interested in participating in the study is called a(n)____________________.

Question 75

People who are not contacted or who refuse to cooperate are called ____________________.

Question 76

Name and describe the types of response bias.

Question 77

When an interviewer asks a respondent,"Why do you use that brand of dish soap?",this is an example of a(n)____________________ question.

Question 78

Define surveys and describe the type of information that may be gathered in a survey.

Question 79

When a respondent is asked to check his or her gender as Male or Female,this is an example of a(n)____________________ question.

Question 80

When a mistake in the implementation of the design of a research study is made,we say that the study has ____________________ error.