Deck 9: Survey Research: Basic Methods of Communication With Respondents

Question 1

Speed of data collection is one of the advantages of phone interviews.

Answer 1

True

Question 2

In a mall-interview,the interviewer is trying to assemble a representative sample of the total population of people in the city.

Answer 2

False
Each mall has its own target market's characteristics,and there is likely to be a larger bias than with careful household probability sampling.

Question 3

Mail surveys allow respondents to check facts that they may be unable to recall.

Answer 3

True

Question 4

Mail surveys can reach geographically dispersed respondents who are otherwise difficult to contact.

Question 5

The interaction between an interviewer and a respondent decreases the chances that the respondent will answer all of the survey questions over what would be likely to occur in a mail survey.

Question 6

One way to increase response rates in mail surveys is through multiple contacts with the potential respondents.

Question 7

One major advantage of Internet surveys is the computer's ability to sequence questions based on previous responses.

Question 8

Interactive survey approaches are those that allow spontaneous two-way interaction between the interviewer and the respondent.

Question 9

An Internet survey is the same thing as an e-mail survey.

Question 10

The Internet is an excellent medium for the presentation of visual materials in surveys.

Question 11

The presence of an interviewer typically decreases the response rate over what typically happens in a mail survey.

Question 12

Door-to-door interviews are still used heavily by marketing researchers.

Question 13

The basic calculation for obtaining a response rate is to count the number of eligible people who were asked to participate in the survey,then divide that by the number of questionnaires returned or completed.

Question 14

Personal interviews are typically less costly per respondent than telephone surveys.

Question 15

One of the most important advantage of personal interviews is the opportunity for feedback.

Question 16

The first paragraph of a cover letter that accompanies a questionnaire should explain why the study is important.

Question 17

Computer technology allows responses to telephone interviews to be entered directly into the computer in a process known as direct entry interviewing (DEI).

Question 18

Respondents are typically less willing to answer potentially embarrassing questions in a phone interview than in a face-to-face interview.

Question 19

The personal interview is especially useful for obtaining unstructured information.

Question 20

Callbacks are attempts to reconnect individuals selected for the sample who were not available initially.

Question 21

Internet surveys have real-time data capture,which allows for real-time data analysis.

Question 22

Scanning involves a trial run with a group of colleagues or actual respondents to iron out fundamental problems in the instructions or design of a questionnaire.

Question 23

For mail surveys,the time period between the first mailing and the cut-off date after which no additional surveys will be analyzed is typically about:

A)1-2 weeks
B)2-3 weeks
C)3-5 weeks
D)6-8 weeks

Question 24

Interviews with respondents that take place in shopping malls are called:

A)pretesting
B)mall intercept interviews
C)the drop-off method of surveys
D)mixed-mode surveys

Question 25

"Can you tell me more about what you mean by that?" is an example of:

A)a mall intercept
B)a self-administered questionnaire
C)a probe
D)the drop-off method

Question 26

Self-selection is a problem when a computer with a touch screen is used at a kiosk at a trade show to collect survey information.

Question 27

Which of the following has been considered the mainstay of commercial survey research for years?

A)mall-intercept interviews
B)Internet surveys
C)telephone interviews
D)e-mail surveys

Question 28

For which of the following phone survey situations should a callback procedure be used?

A)a busy signal
B)a respondent who does not answer the phone
C)a respondent who is not at home
D)all of the above

Question 29

Surveys in which the respondent takes the responsibility for reading and answering questions are called:

A)self-administered questionnaires
B)independent questionnaires
C)stand-alone surveys
D)interactive questionnaires

Question 30

All of the following are advantages of personal interviews EXCEPT:

A)interviewer influence
B)opportunity for feedback
C)probing complex answers
D)high participation rate

Question 31

Call Interactive,Inc.is a telephone survey research firm.Telephone interviewers sit at computer monitors that display the questions one question at a time along with precoded possible responses for each question.The interviewer reads the question,and when the respondent answers,the interviewer enters his or her answers directly into the computer.This is an example of:

A)voice-activated telephone interviewing
B)computer-assisted telephone interviewing
C)random digit dialing
D)noninteractive interviewing

Question 32

Survey approaches that allow spontaneous two-way interaction between the interviewer and the respondent are referred to as:

A)two-way survey approaches
B)complex survey approaches
C)mixed mode survey approaches
D)interactive survey approaches

Question 33

A personal interview may be conducted in which of the following locations?

A)respondent's home
B)shopping malls
C)telephone
D)all of the above

Question 34

Internet surveys allow researchers to personalize invitations to potential respondents to try to increase the response rate for the survey.

Question 35

Which of the following eliminates the counting of names in a list and subjectively determining whether a telephone directory listing is a business,institution,or legitimate household?

A)mixed-mode survey
B)predictive calling
C)computer-assisted telephone interviewing (CATI)
D)random digit dialing

Question 36

Which of the following is FALSE regarding mobile phone interviews?

A)Phones have varying abilities for automated responses and differing keypads.
B)Area codes for mobile phones are not necessarily tied to geography.
C)Telemarketing calls can be directed toward mobile phone numbers in the United States,but it is illegal to do so in Europe.
D)The recipient of a mobile phone call is even more distracted than the recipient of a home or office call.

Question 37

When a research agency conducts all telephone interviews from one location where they can hire a staff of professional interviewers and supervise and control the quality of interviewing more effectively,this is an example of:

A)central location interviewing
B)single-mode interviewing
C)synergistic interviewing
D)quick-response interviewing

Question 38

A mixed-mode survey is a study that employs any combination of survey methods.

Question 39

The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey is called:

A)churn
B)return ratio
C)response rate
D)success rate

Question 40

Candi received a research questionnaire in the mail.She completed it and sent it back to the marketing researcher.Which type of survey approach is this researcher using?

A)mixed-mode survey approach
B)simple survey approach
C)noninteractive survey approach
D)interactive survey approach

Question 41

A face-to-face communication in which an interviewer asks a respondent questions is called a(n)____________________.

Question 42

Suppose that a mail survey is sent to 220 people and 20 surveys are returned because they were mailed to the wrong address.If completed surveys are received from 60 people,the response rate for this study was:

A)27.3 percent
B)30 percent
C)40 percent
D)55.6 percent

Question 43

John was called by a market researcher and asked a few questions about his television viewing habits.The researcher then asked him to go to a Web site to complete a more comprehensive survey.This type of study that employs a combination of survey methods is called a:

A)two-stage survey
B)pre- and posttest
C)multi-media survey
D)mixed-mode survey

Question 44

Which of the following methods offers the lowest degree of geographic flexibility?

A)telephone interview
B)door-to-door personal interview
C)Internet survey
D)mail survey

Question 45

All of the following are ways to increase response rates for mail surveys EXCEPT:

A)cover letter
B)interesting questions
C)advance notification
D)always revealing the sponsor of the research

Question 46

Which of the following survey research methods is the most expensive?

A)door-to-door personal interview
B)mall intercept personal interview
C)telephone interview
D)mail survey

Question 47

When a respondent fails to answer a survey question in a personal interview,this is called an item ____________________.

Question 48

Which of the following are small box characters (box or button)that can be inserted into a word-processing or JavaScript document that allows a respondent to indicate a choice with a check mark or X?

A)radio boxes
B)cookies
C)widgets
D)digits

Question 49

All of the following are advantages of Internet surveys EXCEPT:

A)random sampling
B)speed
C)visual appeal
D)accurate real-time data capture

Question 50

A trial run of a survey with a group of respondents who are representative of the target group for the survey is called a:

A)callback
B)pretest
C)drop-off method
D)dry run

Question 51

When a respondent is asked to participate in a research study while walking through a shopping mall,this is an example of a(n)____________________.

Question 52

For mail surveys,the ______ attempts made to try to obtain a returned survey from a potential respondent,the ______ their chance of their responding to the survey.

A)more;less
B)fewer;greater
C)more;greater
D)none of the above

Question 53

The cover letter for a mail survey should include:

A)a description of the incentive for participating in the study
B)a comment on the postage-paid reply envelope to use to return the survey
C)a description of how the person was selected for the study
D)all of the above

Question 54

Which of the following can be considered to be a pretest?

A)screening the questionnaire with other research colleagues
B)screening the questionnaire with a client or the research manager who ordered the research
C)a trial run with data collected from a small number of respondents
D)all of the above

Question 55

Which of the following has typically been shown to produce the highest response rates in mail surveys as an incentive for participation in the study?

A)an enclosed ball-point pen
B)a monetary incentive
C)an appeal for help
D)a donation to a charity

Question 56

Clark was asked to complete a self-administered questionnaire posted at MySurvey.com.What type of survey did Clark complete?

A)Internet survey
B)mixed-mode survey
C)computer-assisted interactive survey
D)networked survey

Question 57

An attempt to re-contact a potential respondent in a phone survey when no one answered the phone on a previous attempt is called a(n)____________________.

Question 58

When an interviewer asks a respondent to clarify what he or she meant by a response,this is known as ____________________.

Question 59

Which of the following survey research methods offers the lowest degree of respondent anonymity?

A)telephone interview
B)mail survey
C)mall intercept interview
D)Internet survey

Question 60

Which of the following is an advantage of including a questionnaire in an e-mail?

A)lower distribution costs than a mail survey
B)faster turnaround time than a mail survey
C)faster speed of distribution
D)all of the above

Question 61

When a respondent is asked to read the questions on a survey and to answer them by himself or herself in writing,this is an example of a(n)____________________.

Question 62

A self-administered questionnaire posted on a Web site is called a(n)____________________ survey.

Question 63

A study that employs any combination of survey methods is called a(n)____________________.

Question 64

When answers to a phone survey can be entered directly into a computer to speed up the time needed for data processing,this is called ____________________.

Question 65

Discuss the advantages and disadvantages of mail surveys.

Question 66

The percentage found when the number of completed surveys returned in a mail survey is divided by the number of people who were mailed the survey less the people who were mailed the survey at the wrong address is known as the ____________________.

Question 67

Discuss the advantages and disadvantages of conducting surveys using personal interviews.

Question 68

Explain how technology has enhanced telephone interviewing.

Question 69

Discuss the different ways researchers implement surveys.Which one is the best? Explain.

Question 70

When a researcher uses a "trial run" with a group of people to try to discover any problems with a survey before it is mailed to the sample of potential respondents,this is called a(n)____________________ of the survey.

Question 71

The letter that is on top of a mail survey that explains why the potential respondent should fill out the survey is called the ____________________.

Question 72

Explain how response rates are determined for surveys and discuss ways to increase response rates for mail surveys.

Question 73

When a table of random numbers is used to generate phone numbers that will be called to contact potential respondents in a phone survey,this is called ____________________.

Question 74

A self-administered questionnaire that is sent to potential respondents through the United States Postal Service (USPS)is called a(n)____________________.

Question 75

When the researcher travels to the respondent's place of business and leaves a survey to be filled out and that she will pick up the next day,this method of questionnaire distribution is called the ____________________.