Deck 7: Survey Research

Question 1

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

Answer 1

False
The two general categories of systematic error are respondent error and administrative error.

Question 2

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.

Answer 2

False
This is social desirability bias.

Question 3

The people who answer survey questions are called respondents.

Answer 3

True

Question 4

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

Question 5

The interaction between an interviewer and a respondent increases 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

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

Question 7

Nonresponse is a type of interviewer error.

Question 8

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

Question 9

The personal interview is especially useful for obtaining unstructured information.

Question 10

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

Question 11

Surveys provide accurate means of assessing information about a population,but they are expensive and an inefficient means of doing so.

Question 12

Systematic errors are nonsampling errors.

Question 13

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

Question 14

Some aspects of surveys may be qualitative.

Question 15

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

Question 16

An advantage of personal interviews is the opportunity for feedback.

Question 17

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

Question 18

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

Question 19

A respondent error 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 20

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

Question 21

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

Question 22

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

Question 23

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

A) free from errors
B) quick
C) accurate means of assessing information about a population
D) flexible

Question 24

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

Question 25

Internet surveys have real-time data capture,which allow respondents to record their own answers directly into a data file.

Question 26

One way to increase response rates in mail surveys is to notify potential respondents in advance.

Question 27

One way to avoid ethical dilemmas in survey research using e-mail is to focus on consumers who opt in and thus give their explicit approval to receive e-mails.

Question 28

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

Question 29

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

Question 30

The first paragraph of a cover letter that accompanies a questionnaire should explain the purpose of the study.

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

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 33

Marketing researchers cannot contact phone numbers on the National Do-Not-Call registry.

Question 34

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

A) telephone
B) face-to-face interviews
C) e-mail
D) all of these choices

Question 35

Pretesting 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 36

The people who answer survey questions are referred to as _____.

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

Question 37

Internet surveys allow researchers to vary the questions to respondents based on their answers to previous questions in the survey.

Question 38

With Internet surveys,the click rate represents how many people responded to the survey.

Question 39

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

Question 40

Which type of error arises because of inadequacies of the actual respondents to represent the population of interest?

A) population error
B) systematic error
C) response error
D) sampling error

Question 41

_____ refers to some true value of a phenomenon within a population.

A) Parameter estimate
B) Population parameter
C) True parameter
D) Sample parameter

Question 42

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 43

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 44

When a restaurant customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for her food that was cold,this is an example of _____.

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

Question 45

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 46

The two approaches that marketer researchers conduct surveys are referred to as _____.

A) interactive and noninteractive
B) personal and impersonal
C) mail and telephone
D) interviewer and noninterviewer

Question 47

All of the following are types of response bias EXCEPT _____.

A) acquiescence bias
B) extremity bias
C) self-selection bias
D) interviewer bias

Question 48

Carl is an interviewer,and he is supposed to write down everything respondents say.However,he has difficulty getting everything down.This is an example of _____.

A) curb-stoning
B) interviewer error
C) auspices bias
D) interviewer cheating

Question 49

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 50

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 51

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

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

Question 52

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 53

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(n)_____.

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

Question 54

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 55

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 56

Josh received a research questionnaire in the mail.He 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 57

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 58

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 59

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 60

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 61

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 62

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 list of other potential respondents

Question 63

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 64

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 65

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 66

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 67

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 68

The cover letter for a mail survey should include all of the following EXCEPT _____.

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) names of other potential respondents

Question 69

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 these choices

Question 70

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 71

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 72

A(n)_____ survey is a self-administered questionnaire posted on a website.

A) e-mail
B) kiosk
C) Internet
D) electronic

Question 73

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 74

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 75

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 76

The portion of potential respondents exposed to a hyperlink to a survey who actually click through to view the questionnaire is called the _____.

A) response rate
B) click rate
C) hit ratio
D) viewer rate

Question 77

"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 78

The number of questionnaires returned or completed divided by the total number of sample members provided a chance to participate is called _____.

A) churn
B) click rate
C) response rate
D) success rate

Question 79

A callback procedure should be used for all of the following situations EXCEPT _____.

A) a busy signal
B) a respondent who does not answer the phone
C) a respondent who is not at home
D) a respondent who answers but refuses to participate

Question 80

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