Question 1

Karen has just started her first research project for her new firm,Standard Research.After meeting with the project team,Karen knows that the client,Cookies! Cookies! Cookies! (C!C!C!),is interested in statistical analyses to help decide on a new cookie flavor for their "healthy" line.C!C!C! needs to test whether the concept of the new flavor sounds appealing;consumers do not actually need to taste the flavor.Which of the following survey data collection methods should be used to best meet the client's needs?

Accepted Answer

A) telephone interview 
B) mall intercept 
C) in-office interview 
D) in-home interview 
E) mail survey

Question 2

Which of the following data collection modes would be more appropriate for research on a product requiring demonstration that is targeted to the business-to-business market as opposed to the consumer market?

Accepted Answer

A) CATI 
B) business-to-business surveying 
C) in-office interview 
D) drop-off survey 
E) detailed online survey with graphics

Question 3

Because shopping malls usually draw customers from a large area,they excel in terms of providing representative samples.

Accepted Answer

A) True 
 B)False

Question 4

The primary disadvantage of Apps mobile data collection is that:

Accepted Answer

A) reporting lags data collection activity significantly. 
B) logic cannot be easily incorporated. 
C) specific types of data,such as location-based information and barcode scans,cannot be captured easily. 
D) they must be developed for each operating system.

Question 5

A CATI is a form of person-administered interview.

Accepted Answer

A) True 
 B)False

Question 6

What is NOT a unique advantage of using person-administered surveys?

Accepted Answer

A) feedback 
B) rapport 
C) quality control 
D) speed 
E) adaptability

Question 7

Traditional telephone interviewing offers opportunities for interviewer cheating.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is considered a computer-assisted interview?

Accepted Answer

A) A human uses a computer. 
B) A database is used to record data. 
C) A DVD is used to explain the survey. 
D) A CD-ROM is used to record data. 
E) A software program is used to progress through a survey.

Question 9

Telephone surveys have the potential to provide a high-quality sample.

Accepted Answer

A) True 
 B)False

Question 10

Which type of interview technique offers the advantages of cost,quality,and speed?

Accepted Answer

A) in-office interview 
B) telephone interview 
C) mall-intercept interview 
D) in-home interview 
E) "man-on-the-street" interview

Question 11

One disadvantage of mall-intercept interviewing is that:

Accepted Answer

A) mall-intercepts,because they require the cooperation of all stores in a mall,are difficult to implement. 
B) turnover rates are high. 
C) mall shoppers may not be representative of the target market population. 
D) interviewers in mall-intercept studies are often distracted by mall activities. 
E) assault rates of interviewers can be high in some areas.

Question 12

Karl Pittman commissioned a research project from the research firm of ADVICE,INC.The results of the project will be presented in a court case and Karl wonders if the opposing lawyers in the trial will question whether or not the telephone calls,used to collect the data,were actually made.Sue Miller,project director at ADVICE,INC. ,had thought ahead and verified that the interviews were actually conducted.She used the standard industry method for verification.Which of the following did she use?

Accepted Answer

A) use an interviewer only one time 
B) call back a sample of the interviewer's respondents to verify that they were interviewed 
C) have all interviewers take polygraph tests on a regular basis 
D) pay interviewers to watch their peers 
E) put video cameras in all work stations

Question 13

The CATI approach has many benefits,but it does not eliminate the need for editing completed questionnaires.

Accepted Answer

A) True 
 B)False

Question 14

What are some of the problems associated with traditional telephone interviews?

Accepted Answer

A) mistakes in administering the questions 
B) insufficient call back for not-at-homes 
C) dishonest interviewers 
D) all of the above 
E) A and B only

Question 15

Adaptability refers to the ability to react to respondent differences.Which survey method is best suited for adaptability?

Accepted Answer

A) computer-administered surveys 
B) self-administered surveys 
C) drop-off surveys 
D) person-administered surveys 
E) CATI

Question 16

One of the disadvantages of online surveys is that they may lack sample representativeness.

Accepted Answer

A) True 
 B)False

Question 17

Real-time capture of data is available only through the use of in-home interviewing,provided the researcher has a modem and may transmit the survey results to a computer shortly after the interview.

Accepted Answer

A) True 
 B)False

Question 18

With CATI systems,tabulations may be run at any time during the study and,as a result,questions may be added or deleted from the study.

Accepted Answer

A) True 
 B)False

Question 19

It is believed that conducting an interview in the respondent's home improves the quality of the data and facilitates the rapport between interviewer and interviewee.

Accepted Answer

A) True 
 B)False

Question 20

One of the main advantages of browser-based mobile data collection is that:

Accepted Answer

A) data can be collected from any region of the world. 
B) virtually every mobile device worldwide supports SMS as a single global standard. 
C) it can easily support multi-mode and device-agnostic solutions. 
D) there is no need to worry about respondents absorbing data collection costs.

Exam 7: Evaluating Survey Data Collection Methods

Which of the following data collection modes would be more appropriate for research on a product requiring demonstration that is targeted to the business-to-business market as opposed to the consumer market?

Because shopping malls usually draw customers from a large area,they excel in terms of providing representative samples.

The primary disadvantage of Apps mobile data collection is that:

A CATI is a form of person-administered interview.

What is NOT a unique advantage of using person-administered surveys?

Traditional telephone interviewing offers opportunities for interviewer cheating.

Which of the following is considered a computer-assisted interview?

Telephone surveys have the potential to provide a high-quality sample.

Which type of interview technique offers the advantages of cost,quality,and speed?

One disadvantage of mall-intercept interviewing is that:

The CATI approach has many benefits,but it does not eliminate the need for editing completed questionnaires.

What are some of the problems associated with traditional telephone interviews?

Adaptability refers to the ability to react to respondent differences.Which survey method is best suited for adaptability?

One of the disadvantages of online surveys is that they may lack sample representativeness.

Real-time capture of data is available only through the use of in-home interviewing,provided the researcher has a modem and may transmit the survey results to a computer shortly after the interview.

With CATI systems,tabulations may be run at any time during the study and,as a result,questions may be added or deleted from the study.

It is believed that conducting an interview in the respondent's home improves the quality of the data and facilitates the rapport between interviewer and interviewee.

One of the main advantages of browser-based mobile data collection is that: