Deck 10: Collecting Information by Communication

Question 1

With unstructured-undisguised questionnaires the purpose of the study is

A)open ended.
B)not communicated to the respondents.
C)clear but the responses to the questions are open ended.
D)clear but the responses to the questions are dichotomous.
E)to define the responses that are open-ended.

Answer 1

C

Question 2

After John purchased his new car,the car dealer sent him a new owner satisfaction survey,which consisted of several statements about his car,which John was to indicate agreement or disagreement with by checking the appropriate boxes.This survey is

A)unstructured-undisguised.
B)structured-undisguised.
C)sentence completion.
D)structured-undisguised.
E)word association.

Answer 2

B

Question 3

Which of the following statements is NOT true of structured-undisguised questions?

A)Typically,responses as well as questions are standardized.
B)They tend to be less reliable than other question types because answers may not reflect the true state of affairs.
C)Providing alternative responses sometimes helps to make the question clear.
D)The use of fixed alternatives sometimes prompts a respondent to provide a response even when he or she has no opinion.
E)All of the above are true.

Answer 3

B

Question 4

Which of the following is NOT true of depth interviews as opposed to fixed-alternative questions?

A)They take longer to complete.
B)They allow more observations to be made.
C)They require more interviewers.
D)They are more difficult to tabulate.
E)They are more difficult to analyze.

Question 5

Phone book sampling frames are inadequate because of

A)plus-one sampling.
B)people who have recently moved.
C)random-digit dialing.
D)interviewer bias.
E)small sample size.

Question 6

Which of the following is NOT true of depth interviews as opposed to fixed-alternative questions?

A)Take longer to complete.
B)Will require more interviewers.
C)Will allow more respondents to be interviewed.
D)Both b and c.
E)a,b,and c.

Question 7

Which of the following is NOT an advantage of structured-undisguised questions?

A)Simple to administer
B)Easy to analyze
C)Unbiased response categories
D)Very reliable
E)Easy to tabulate

Question 8

The responses as well as questions are standardized in a(n)

A)unstructured-disguised questionnaire.
B)unstructured-undisguised questionnaire.
C)structured-undisguised questionnaire.
D)depth interview.
E)focus group.

Question 9

Questions which are open-ended but predetermined represent

A)a highly unstructured questionnaire.
B)completely predetermined responses.
C)a highly structured questionnaire.
D)an intermediate degree of structure.
E)an intermediate degree of disguise.

Question 10

The main advantage of the use of structured-disguised questionnaires in marketing research is

A)measures of knowledge always reflect attitudes.
B)ease of administration.
C)they are easy to construct.
D)they are highly reliable.
E)the data obtained is easy to analyze.

Question 11

In a depth interview

A)the interviewer probes for elaboration.
B)the interviewer follows a rigid outline.
C)question sequence does not vary from interview to interview.
D)response alternatives are fixed.
E)interviewer training is unimportant.

Question 12

Which statement does NOT accurately describe depth interviews?

A)The interviewer enjoys considerable freedom in how he or she conducts the interview.
B)It can be difficult to secure the cooperation of respondents.
C)Interviewers are relatively easy to find and inexpensive to hire.
D)The greater the number of interviewers,the less reliable the data.
E)The services of skilled psychologists may be required to interpret the responses.

Question 13

Depth interviews are an example of the ____ method of communication.

A)structured-undisguised
B)unstructured-undisguised
C)unstructured-disguised
D)structured-disguised
E)structured-open ended

Question 14

Which of the following is FALSE?

A)Sampling control concerns the researcher's ability to direct the inquiry to a designated respondent and to get the desired cooperation from that respondent.
B)Random digit dialing and "Plus-One" sampling are both attempts at overcoming the sampling bias of unlisted numbers.
C)The heads of households with unlisted telephone numbers are less likely to be employed in an unskilled or semi-skilled job than heads of households with listed telephone numbers.
D)Both a and b.
E)Both a and c.

Question 15

Which of the following is FALSE?

A)Structured-undisguised questioning produces more reliable results,although this greater reliability may be obtained at the loss of some validity.
B)When replies are limited to fixed answers as in structured-undisguised questionnaires,there is the minimum possibility for the respondent to misunderstand the meaning intended by the interviewer and visa versa.
C)The responses as well as the questions are standardized in a structured-undisguised questionnaire.
D)One shortcoming of the structured-undisguised question is that it often does not allow an expression of strength and feeling.
E)In structured questions the frame of reference is often obvious from the alternatives.

Question 16

Fixed-alternative questions would be inappropriate for securing information about respondents'

A)rental payments.
B)motivations in husband-wife interactions over purchase decisions.
C)age.
D)awareness of current events.
E)income level.

Question 17

An environmental research group,using the fixed-alternative format,interviews people about their recycling practices in order to determine support for a ban on non-returnable bottles.The format of this questionnaire is

A)structured-disguised.
B)unstructured-disguised.
C)structured-undisguised.
D)unstructured-undisguised.
E)unstructured-open ended.

Question 18

The depth interview

A)causes severe problems in analysis.
B)requires highly skilled interviewers.
C)lacks structure.
D)All of the above.
E)None of the above.

Question 19

Questions that give the respondent no indication of the true purpose of the research project are known as

A)disguised questions.
B)confounded questions.
C)structured questions.
D)undisguised questions.
E)unstructured questions.

Question 20

Which of the following statements does NOT accurately describe the mail questionnaire?

A)It allows a wide sample to be used.
B)It allows a representative sample to be used.
C)It is a relatively inexpensive means of recruiting respondents.
D)It ensures that the correct person receives and completes the questionnaire.
E)It is more suitable for contacting busy executives than a telephone or personal interview.

Question 21

Use of a computer-aided telephone interview means that

A)preliminary tabulations of responses are available almost immediately,because the data are already stored in memory.
B)key information that the respondent has given early in the interview can be used to tailor the questionnaire to that individual.
C)personal interviews need to be conducted at central locations rather than door to door because of the need for electronic hook-up.
D)Both a and b.
E)a,b,and c.

Question 22

In general,which of the following methods of data collection is the most costly?

A)Telephone interviewing
B)Direct mail questionnaires
C)Computer-aided interviewing
D)In-home personal interviewing
E)Mall intercepts

Question 23

A(n)____ might be the only method of obtaining a response from certain busy individuals for whom time is a scarce commodity.

A)personal interview
B)telephone interview
C)mail questionnaire
D)mall-intercept interview
E)None of the above.

Question 24

The major problem with using the mall intercept method to conduct personal interviews concerns

A)the ability to direct the inquiry to a randomly determined respondent.
B)securing the cooperation of mall merchants.
C)securing the cooperation of the respondent.
D)the noisy,distracting environment in which the interview is conducted.
E)the high cost of the method.

Question 25

Which of the following items is associated with administrative control?

A)Cost
B)Speed
C)Directing the inquiry to the designated respondent
D)Interviewer bias
E)Both a and b.

Question 26

Long questionnaires can usually be handled best by

A)telephone interview.
B)mail questionnaire.
C)personal interview.
D)a focus group interview.
E)a depth interview.

Question 27

Which of the following affords the researcher the most sample control with respect to getting cooperation from the respondent?

A)Phone interviews
B)Personal interviews
C)Mail questionnaires
D)Questionnaires published in newspapers
E)Warranty information cards

Question 28

Methods of questionnaire administration rank as follows in terms of time required to collect the data (quickest to slowest):

A)Personal interviews,web-based surveys,telephone surveys,mail surveys.
B)Web-based surveys,telephone surveys,personal interviews,mail surveys.
C)Web-based surveys,mail surveys,telephone surveys,personal interviews.
D)Mail surveys,personal interviews,telephone surveys,web-based surveys.
E)None of the above,since all methods take about the same amount of time.

Question 29

Which of the following is an accurate statement with regard to personal interviews?

A)In general they tend to be the least expensive per completed contact.
B)As the number of interviewers increases,so do problems of interviewer-related variations in responses.
C)It takes as long to get replies from a small sample as from a large sample.
D)Interviewer-induced bias is minimal.
E)They are less costly than telephone interviews.

Question 30

Which of the following data collection methods is most costly?

A)E-mail surveys
B)Mall interviews
C)Phone interviews
D)In-home personal interviews
E)Web surveys

Question 31

Which of the following data collection methods provides the fastest turnaround?

A)Mail surveys
B)Mall interviews
C)E-mail surveys
D)In-home personal interviews
E)Fax surveys

Question 32

Which of the following statements are NOT true of mall intercepts?

A)Due to the biased nature of the sampling frame,mall intercepts have become less popular with marketers in recent years.
B)One problem with a mall intercept approach is that not everyone shops at malls.
C)One problem with a mall intercept approach is that the frequency with which a person shops at a mall affects his or her likelihood of being asked to participate in the study.
D)Both a and c.
E)All of the above are true of mall intercepts.

Question 33

Which of the following is FALSE?

A)Mailing lists to serve as the sampling frame for a mail survey may be generated internally by the firm or purchased externally.
B)In recent years,one of the keys to using a mail questionnaire is the ability to direct the questionnaire to a specific individual,not just a position (e.g. ,Vice President of Marketing).
C)The quality of the mailing list determines the sampling control in a mail study.
D)Mail questionnaires typically provide more sample control than telephone or personal interviews.
E)They are all true.

Question 34

Which of the following is FALSE?

A)Advantages of the mall intercept approach include the speed and ease with which a study can be implemented.
B)The advantages of CRT administration of questionnaires have helped telephone interviews become the most popular data collection technique.
C)The slower speed of data collection and processing with computer-assisted interviewing is offset by the increased accuracy of the responses.
D)One of the benefits of the computer-aided interview (CAI)is increased accuracy in the results.
E)All of the above statements are true.

Question 35

Which of the following data collection methods is most versatile?

A)Personal interviews
B)E-mail surveys
C)Fax surveys
D)Mail surveys
E)Phone interviews

Question 36

Which of the following is NOT an advantage of computer-aided interviewing?

A)Ease of data tabulation
B)Explanation of complex questions
C)Enhanced response rates
D)Personalization of questions
E)Customized questionnaires

Question 37

Which of the following provides the most control in terms of the time it takes to complete a study?

A)Personal interview
B)Telephone survey
C)Mail questionnaire
D)Self-administered mail questionnaire
E)Structured personal interview

Question 38

The problem of nonresponse due to refusals to participate is usually

A)lower with personal interviews than with either telephone interviews or mail-administered questionnaires.
B)lower with mail questionnaires than with telephone or personal interviews.
C)lower with telephone interviews than with mail questionnaires or personal interviews.
D)the same no matter what communication method is used.
E)None of the above are true.

Question 39

Sequence bias pertains most to

A)story telling.
B)focus panels.
C)telephone interviews.
D)depth interviews.
E)mail questionnaires.

Question 40

Which of the following is FALSE?

A)Telephone interviews typically allow a study to be completed more quickly than personal interviews.
B)Personal interviews and telephone interviews can produce interviewer bias.
C)Sequence bias is a more acute problem with personal and telephone interviews than with mail questionnaires.
D)The problems of interviewer bias in a telephone survey are more easily solved than in a personal interview.
E)All of the above are true.

Question 41

A typical telephone interview should last how long?

A)1-2 minutes
B)3-4 minutes
C)5-10 minutes
D)11-15 minutes
E)longer than 15 minutes

Question 42

The question: "What was your reaction to the Budweiser advertisement you saw on television during the Super Bowl?" is an example of a type of question where the respondents are free to answer in their own words rather than being limited to choosing from among a set of alternatives

A)open-ended questions.
B)closed-ended questions.
C)scaled-response questions.
D)ad reaction measurement.
E)None of the above.

Question 43

Jane Doe wants to administer a short survey on "student driving habits" to a representative sample of students at the local university.She secured a list of students from the student directory.She assigned each student a unique number and then used a random number table to select her sample.The student directory from which Jane selected her sample of students to contact is referred to as

A)sampling frame.
B)sampling control.
C)sampling error.
D)sampling directory.
E)None of the above.

Question 44

One problem with mail questionnaires is that they typically cost more than telephone interviews.

Question 45

A disguised questionnaire makes the purpose of the research obvious.

Question 46

Which of the following is problematic when conducting telephone interviews in the U.S.?

A)Caller ID
B)Answering machines
C)Do not call list
D)Unlisted numbers
E)All of these are problematic.

Question 47

You must conduct research to find out a great deal of information about potential customers.You need a minimum of 300 people and you know that you don't have a lot of money to conduct the research,so you will use

A)in-office personal interviews.
B)in-home personal interviews.
C)focus group interviews.
D)mail questionnaire.
E)observation research.

Question 48

Which of the following are advantages of highly structured questionnaires?

A)They are simple to administer.
B)They are relatively straight forward.
C)There is no need for extensive interviewer training.
D)a,b,and c.
E)None of the above are advantages of highly structured questionnaires

Question 49

The degree of structure in a questionnaire is the degree of standardization imposed on it.

Question 50

A day before elections,a local political candidate for mayor made a speech stressing several important points.To find out whether these points impacted the candidate's popularity,he needed to obtain questionnaire data from registered hometown voters.He would be advised to employ

A)focus group interviews.
B)telephone interviews.
C)personal interview surveys.
D)a mail survey.
E)the use of a passive people meter.

Question 51

The fixed-alternative question is most useful when possible replies are well known,limited in number and clear cut.

Question 52

Plus-one sampling is a technique employed when gathering research through telephone interviews.

Question 53

Debriefing is the process of providing appropriate information to respondents during the data collection stage.

Question 54

Current estimates suggest that over ____ percent of households have registered with the National Do-Not-Call (DNC)Registry.

A)25
B)40
C)50
D)75
E)90

Question 55

With web surveys,question sequencing can be programmed into the survey.

Question 56

Which of the following questionnaire administration methods is the LEAST expensive?

A)Personal interviews
B)Email/web-based surveys
C)Mail surveys
D)Depth interview
E)Telephone surveys

Question 57

One of the biggest advantages of mail questionnaires is the anonymity offered to the respondent.

Question 58

Which technique allows you to achieve the benefits of random digit dialing by adding some randomly determined number to the telephone number drawn from the telephone directory?

A)Plus-one sampling
B)Plus random number dialing
C)Random "1" digit dialing
D)Telephone dialing
E)None of the above.

Question 59

John was stopped at the local shopping centers and asked if he would be willing to participate in a research study.Since John was alone and mainly doing window-shopping,he agreed to participate.John was taken to a room and shown four new advertisements and asked various questions related to the ads.This type of technique is called?

A)Person-on-the-street interview
B)Mall-intercept interview
C)Drop-off survey
D)Ad recall interview
E)None of the above.

Question 60

Studies that rely on phone books

A)under represent households that move from one geographic area to another.
B)often end up with an inadequate sampling frame.
C)might encounter a non-coverage area.
D)do not include wireless numbers.
E)All of the above are true.

Question 61

Sampling ____________________ concerns the ability to identify,reach,and receive answers from population members.

Question 62

The amount of knowledge about the purpose of a study communicated to the respondent is called ____________________.

Question 63

____________________ interviews imply a direct face-to-face conversation between the interviewer and the respondent.

Question 64

Compare and contrast the main methods of administering questionnaires.

Question 65

In a highly ____________________ questionnaire,the questions to be asked and the responses permitted by the subjects are completely predetermined.

Question 66

A technique used in studies using telephone interviews,in which the numbers to be called are randomly generated is called ____________________.