Deck 10: Surveys

Question 1

Rachel is conducting telephone interviews for Blockbuster on perceptions of its new "No Late Fees" program.When she interviews customers of the NetFlix service,she tends to change the wording of the question,"How loyal are you to using Blockbuster for your DVD rental needs?" to "So you aren't loyal to Blockbuster,are you?" Which of the following sources of error in communication research is present in this example?

A) Measurement questions
B) Observers
C) Interviewers
D) Participants
E) All of the above

Answer 1

C

Question 2

Surveys are used in _____ research studies.

A) monitoring
B) communication
C) observation
D) behavioral observation
E) nonbehavioral observation

Answer 2

B

Question 3

A study reported in the Journal of Management Research concluded that individuals are more motivated to respond to surveys when _____.

A) the topic is salient
B) incentives are offered
C) respondents have a strong social network
D) they can respond at work
E) they know others like themselves have already responded

Answer 3

A

Question 4

The tendency for respondents to give answers that are perceived as being socially desirable,whether or not the answers are truthful,is known as _____.

A) nonresponse
B) item nonresponse
C) acquiescence
D) social desirability responding
E) impression management

Question 5

Emma is responding to a survey about her experience using the NetFlix DVD delivery service.One set of questions on the survey asks questions such as "How satisfied are you with your overall experience with NetFlix?" The survey response options provided are Strongly Agree to Strongly Disagree.Which of the following sources of error in communication research is present in this example?

A) Measurement questions
B) Observers
C) Interviewers
D) Participants
E) All of the above

Question 6

An instrument completed by the participant without additional contact with an interviewer beyond the initial delivery of the instrument is called a _____.

A) computer-assisted self-interview
B) disk-by-mail survey
C) mail survey
D) self-administered questionnaire
E) web survey

Question 7

The failure to secure full participant cooperation for a study can result in _____ error.

A) measurement
B) instrumentation
C) data entry
D) sampling
E) nonresponse

Question 8

David's Bridal is conducting a survey of the trends in dress preferences among women who will marry sometime in the next year.Surveys were mailed to 100,000 women but only 1,000 responded resulting in a response rate of 1%.This study is threatened by _____.

A) nonresponse error
B) response error
C) sampling error
D) measurement error
E) coverage error

Question 9

Which type of error occurs when the interviewer summarizes or interprets participant answers?

A) Measurement
B) Instrumentation
C) Data entry
D) Sampling
E) Nonresponse

Question 10

A communication approach to data collection involves _____.

A) observing behavior
B) recording trace evidence
C) surveying people
D) data mining
E) linguistic behavior analysis

Question 11

The tendency for respondents to be agreeable is called _____.

A) social desirability responding
B) acquiescence
C) elaboration likelihood
D) agreeableness
E) conscientiousness

Question 12

Mike resents getting calls from telemarketers and pollsters.A research firm called yesterday to question him concerning his preference for radio stations.When Mike was asked to report his household income,he inflated his income to the highest range offered.He also misreported his age and occupation.Which of the following sources of error in communication research is presented in this example?

A) Measurement questions
B) Observers
C) Interviewers
D) Participants
E) All of the above

Question 13

All of the following are sources of error in communication research except _____.

A) measurement questions
B) observers
C) survey instruments
D) interviewers
E) participants

Question 14

Self-administered questionnaires may be delivered via all of the following channels except _____.

A) mail
B) fax
C) telephone
D) Internet
E) disk-by-mail

Question 15

Which of the following factors will tend to decrease participant motivation?

A) Prestige of research sponsor
B) Perceived importance of the topic
C) Interest in the topic
D) Competing activities
E) Conscientiousness

Question 16

A telephone survey asks participants whether they have donated money to the Tsunami Relief Fund.This type of question is subject to _____.

A) nonresponse bias
B) acquiescence
C) social desirability bias
D) satisficing
E) sampling error

Question 17

Which type of communication data collection is typically the lowest-cost option?

A) Self-administered
B) Telephone interview
C) Personal interview
D) Record analysis
E) Observation

Question 18

Interviewer error may be caused by _____.

A) an unwillingness to participate
B) participant faulty recall
C) the falsification of answers
D) social desirability responding
E) all of the above

Question 19

_____ occurs when the responses of participants differ in some systematic way from the responses of nonparticipants.

A) Measurement error
B) Data entry error
C) Sampling error
D) Response error
E) Nonresponse error

Question 20

Which of the following is not a reason for the growth in web-based surveys?

A) Participant perceptions of anonymity
B) Ability to use visual stimuli
C) Speed of response
D) Cost efficiencies
E) Internet penetration rates

Question 21

Surveys delivered via the Internet reduce costs by eliminating the costs associated with _____.

A) interviewers
B) postage
C) data entry
D) printing
E) all of the above

Question 22

Which limitation listed below can be overcome by the use of random digit dialing in telephone surveys?

A) Inaccessible households
B) Inaccurate or private listings in the telephone book
C) Limited interview length
D) Ease of interview termination
E) Low participant involvement

Question 23

Response rates to self-administered surveys can be improved by using all of the following techniques except _____.

A) advance notification
B) reminders
C) promise of anonymity
D) monetary incentives
E) appeal for participation

Question 24

The ratio of participants who decline the interview to all eligible contacts is the _____ rate.

A) nonresponse
B) noncontact
C) incidence
D) refusal
E) reachable

Question 25

The presence of a(n)_____ is the primary difference between a computer-assisted telephone interview and a computer-administered telephone survey.

A) computer
B) human interviewer
C) supervisor
D) participant
E) recording device

Question 26

For which type of telephone interview is the refusal rate the highest?

A) Computer-assisted telephone interviewing
B) OTS
C) Computer-administered telephone surveys
D) Computer-delivered surveys
E) Computer-assisted personal interviewing

Question 27

An intercept interview is likely to occur at a _____.

A) mall
B) school
C) hospital
D) home
E) all of the above

Question 28

The _____ suggests that a participant's burden should be minimized in the survey response process by creating surveys that are easy to read,offer clear response directions,include personalized communication,notify the participant about the survey in advance,and encourage the respondent to participate.

A) Survey Design Bible
B) economic decision making literature
C) Total Design Method
D) Gallup organization
E) theory of reciprocation

Question 29

Which term below refers to the ratio of potential contacts that were never reached to all potential contacts?

A) Nonresponse
B) Noncontact
C) Incidence
D) Refusal
E) Reachable

Question 30

Which of the following is not a type of personal interview data collection method?

A) In-home
B) Mall intercept
C) Computer-assisted personal interview
D) Electronic mail
E) All of the above are personal interview methods

Question 31

Personal interviewing with computer-sequenced questions capable of employing visualization techniques is called _____.

A) computer-assisted telephone interviewing
B) computer-administered telephone interviewing
C) computer-assisted personal interviewing
D) computer-administered surveying
E) personal-assisted computer interviewing

Question 32

Which of the following trends is increasing the refusal rate associated with telephone surveys?

A) Penetration of mobile telephones
B) Replacement of land line telephones with mobile telephones
C) Caller id systems
D) Negative attitudes toward survey participation
E) Voice mail

Question 33

Sample accessibility is generally maximized by the use of _____ surveys.

A) telephone
B) mobile phone
C) mail
D) Internet
E) fax

Question 34

Phoebe is working at a call center for a research company.She has a carrel with a personal computer that is networked to the phone system and to the central data processing unit.The computer selects telephone numbers,dials each number,and accepts responses as Phoebe enters what the respondents tell her.A software program prompts her with each question and precoded response options.Phoebe is collecting data using _____.

A) computer-assisted telephone interviewing
B) OTS software
C) computer-administered telephone surveys
D) computer-delivered surveys
E) computer-assisted personal interviewing

Question 35

The respondents' perceptions that the interviewer will not be able to discern their identity refers to the _____.

A) response rate
B) social desirability responding
C) perception of anonymity
D) refusal rate
E) incidence rate

Question 36

The survey mode with the greatest perceived anonymity is the _____.

A) electronic mail survey
B) mail survey
C) telephone survey
D) person-administered survey
E) intercept survey

Question 37

Which of the following trends is increasing the noncontact rate associated with telephone surveys?

A) Penetration of mobile telephones
B) Replacement of land line telephones with mobile telephones
C) Caller id systems
D) Voice mail
E) All of the above

Question 38

Which of the following types of telephone calls are forbidden for individuals participating in the national Do Not Call registry?

A) Political polling
B) Telephone surveys
C) Requests for charitable donations
D) Telemarketing
E) All of the above

Question 39

Which type of incentive has been shown to consistently improve response rates to surveys?

A) Free product samples
B) Money
C) Gift certificates
D) Prize draw chance
E) Receipt of post-study results

Question 40

One rule of thumb is that participants should be able to answer the questions in a self-administered survey in no more than _____.

A) 10 minutes
B) 15 minutes
C) 30 minutes
D) 45 minutes
E) there are no guidelines related to survey length

Question 41

Alex is responding to a computer-administered telephone survey.The computer instructs Alex to respond by choosing the appropriate answer using his telephone key pad such that 1 = yes and 2 = no.This system is using the _____ mode of computer-administered survey.

A) automatic speech recognition
B) voice recognition
C) automatic entry
D) touch-tone data entry
E) record analysis

Question 42

When a computer-administered telephone survey is capable of recognizing and recording a wide range of verbal responses,it is capable of _____.

A) automatic speech recognition
B) voice recognition
C) automatic entry
D) touch-tone data entry
E) record analysis

Question 43

Explain the meaning of nonresponse error.How can researchers reduce the potential for nonresponse error?

Question 44

Compare and contrast computer-assisted telephone interviewing with the use of computer-administered telephone surveys.

Question 45

In considering the use of a Web survey for conducting polls of the general population,the greatest disadvantage of the mode is _____.

A) cost
B) time constraints
C) Internet coverage
D) dial-up modems
E) inability to use monetary incentives

Question 46

Off-the-shelf Web survey software offers many advantages over traditional programming for researchers as they build surveys for deployment on the Internet.Identify five of these advantages.

Question 47

When a participant does not know the answer to a survey question,but there isn't a "Don't Know" response option offered,_____ will occur.

A) response bias
B) measurement error
C) sampling error
D) nonresponse bias
E) unit nonresponse

Question 48

Computer-administered telephone surveys that can recognize yes and no answers spoken by respondents are of the _____ mode.

A) automatic speech recognition
B) voice recognition
C) automatic entry
D) touch-tone data entry
E) record analysis

Question 49

Identify the three sources of error in communication research.Explain how each source can contribute to error.

Question 50

Which term is used to describe the act of surveying prospects or customers who have given permission for such engagement?

A) Opt-in
B) Choice
C) Opt-out
D) Permission surveying
E) Direct surveying

Question 51

Which data collection mode imposes the fewest time constraints on the participant?

A) Mail
B) Telephone
C) Computer-administered
D) CATI
E) CAPI

Question 52

Brittany is considering an intercept survey as the data collection mode for the drinking behavior and sexual activity study.To execute this type of study,she could _____.

A) email students
B) send a survey to a student's permanent address
C) approach students outside the dining hall
D) telephone students using cell phone numbers
E) text message students

Question 53

Which type of data collection mode is most appropriate for a survey requiring 45 minutes to complete?

A) Telephone
B) Computer-administered telephone
C) Mail
D) Online
E) Intercept

Question 54

The Internet is fastest growing survey data collection mode.Which of the following is not a reason for the growth in this mode?

A) Speed of response
B) Cost savings
C) Elimination of data entry
D) Ease of providing monetary incentives
E) All of the above are reasons