Question 1

Sometimes a researcher will include an internal consistency check to ensure that reliable answers are being given by respondents. This is normally carried out by having two different questions that measure the same construct imbedded somewhere in the questionnaire.

Accepted Answer

A) True 
 B)False

Question 2

If, after conducting a survey, it is determined that nonresponse is a problem, one alternative that may be considered is weighting. Essentially, weighting averages means:

Accepted Answer

A)  applying weights (to accurately reflect the proportions of subgroups that represent the population) to subgroup, means to compute an overall score that adjusts for the nonresponse of that subgroup 
B)  applying weights to answers of subgroups until the answer is believed to accurately reflect the way the true subgroup in the population would have answered the research question 
C)  reproportioning subgroups in the population in a way that matches how they are proportioned in the sample, and then recalculating the survey data 
D)  applying a weighted value of .5 or less to all sample respondents' answers who are felt to be underrepresented in the sample data 
E)  applying a weighted value of .5 or less to all sample respondents' answers who are felt to be overrepresented in the sample data

Question 3

If a study is conducted and nonresponse error is a problem, one remedy may be applying weighted averages. This will essentially increase or decrease a subgroup's proportion in the sample to that proportion known to exist in the population.

Accepted Answer

A) True 
 B)False

Question 4

The nonresponse rate is calculated by:

Accepted Answer

A)  dividing the number of completed interviews by the number of eligible units in the sample 
B)  dividing the number of completed interviews into the number of eligible units in the sample 
C)  dividing the percentage of completed interviews by the percentage of eligible units in the sample 
D)  dividing the percentage of incomplete interviews by the incidence rate 
E)  none of the above

Question 5

A good definition for a completed interview is one that has all questions answered up to the demographic questions at the end of the survey.

Accepted Answer

A) True 
 B)False

Question 6

CASRO, the Council of American Survey Research Organizations, has provided standards for calculating response rates.

Accepted Answer

A) True 
 B)False

Question 7

If your response rate is 55 percent, your nonresponse rate is:

Accepted Answer

A)  55 percent 
B)  45 percent 
C)  55 percent/55 percent or 100 percent 
D)  45 percent/55 percent or 82 percent 
E)  You cannot calculate the nonresponse rate by knowing only the response rate.

Question 8

Nonsampling error is defined as all errors in a survey except those attributable to the sample plan and the sample size.

Accepted Answer

A) True 
 B)False

Question 9

CATI stands for computer-assisted self-interviews where the respondent takes part in an online survey without any interviewer present.

Accepted Answer

A) True 
 B)False

Question 10

An interviewer gives the respondent very subtle cues such as saying "yes" to statements with which the interviewer agrees. This is an example of:

Accepted Answer

A)  "yes-saying" 
B)  unintentional respondent fraud 
C)  leading the respondent 
D)  interviewer misunderstanding 
E)  misunderstandings

Question 11

Which of the following mechanisms is NOT mentioned by your text as commonly used by professional field data-collection companies in minimizing unintentional interviewer error?

Accepted Answer

A)  selection 
B)  training 
C)  orientation sessions 
D)  monetary incentives 
E)  role playing

Question 12

Supervision and validation are ways the marketing research industry controls for interviewer cheating.

Accepted Answer

A) True 
 B)False

Question 13

A completed interview is always defined as an interview in which 100 percent of the questions have been answered and in a way that they are all supportive of the research objectives.

Accepted Answer

A) True 
 B)False

Question 14

A respondent reaches a certain point in the interview, and then decides not to answer any more questions. This is known as:

Accepted Answer

A)  quitting 
B)  nonresponse 
C)  item(s) omission 
D)  break-offs 
E)  failure to communicate

Question 15

When a researcher sees a "middle-of-the-road pattern" during the questionnaire screening process, it signals that a good, average response was obtained by the survey. This is a good sign that the research process did not produce strange abnormalities.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following methods used to reduce nonresponse error is best for reducing the number of not-at-homes, busy signals, and no answers?

Accepted Answer

A)  advance notification 
B)  monetary incentives 
C)  increasing the "wrong targets" 
D)  callbacks 
E)  decreasing the "ineligibles"

Question 17

As stated in your text, some believe that nonresponse is a problem because:

Accepted Answer

A)  companies have reduced monetary incentives 
B)  distaste for survey participation, busy schedules, and desire for privacy 
C)  a more withdrawn public, involvement in night TV and the Internet 
D)  the new response rate formula adopted by the Marketing Research Society is much more conservative and yields lower rates than the former formula 
E)  None of the above; response rates are actually increasing dramatically as professional researchers have a better knowledge of what motivates potential respondents.

Question 18

According to your text, one estimate shows the survey refusal rate of U.S. Consumers is almost:

Accepted Answer

A)  50% 
B)  25% 
C)  18% 
D)  40% 
E)  8%

Question 19

Bob Smith is conducting a survey for Margaret Day Craddock, the director of MIFA, a charitable organization in Memphis, Tennessee. Margaret has contracted with Bob's marketing research firm in Memphis to conduct a telephone survey of Memphis MSA residents. Not everyone contacted will be eligible to take part in the study as there is a screening question which asks if the potential respondent is the person in the household that is most likely to make decisions regarding the family's contributions to charity. Bob will use the CASRO formula, discussed in your text, to determine the response rate for the study. The formula essentially divides the number of completed interviews by the number of eligible units (respondents)in the sample. Which of the following best represents how the number of eligible units in the sample is calculated?

Accepted Answer

A)  100 percent of the sample those failing the screening question 
B)  100 percent of the sample; ALL respondents are "eligible" whether they pass the screen or not 
C)  ("eligibles" consist of those passing the screen) plus (the percentage of those eligible among respondents we talked with) times (the number of respondents we did not talk with due to refusals [before the screen], no answers, busy signals, or not at homes) 
D)  ("ineligibles" consist of those passing the screen) plus (the percentage of those ineligible among respondents we talked with) times (the number of respondents we did not talk with due to refusals [before the screen], no answers, busy signals, or not at homes) 
E)  None of the above because there is no CASRO formula

Question 20

Falsehoods occur when:

Accepted Answer

A)  respondents fail to tell the truth in surveys 
B)  fieldworkers fail to tell the truth in surveys 
C)  fieldworkers become fatigued 
D)  "e," allowable margin of error is "too low" 
E)  "e," allowable margin of error is "too high"

Exam 14: Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Sometimes a researcher will include an internal consistency check to ensure that reliable answers are being given by respondents. This is normally carried out by having two different questions that measure the same construct imbedded somewhere in the questionnaire.

If, after conducting a survey, it is determined that nonresponse is a problem, one alternative that may be considered is weighting. Essentially, weighting averages means:

If a study is conducted and nonresponse error is a problem, one remedy may be applying weighted averages. This will essentially increase or decrease a subgroup's proportion in the sample to that proportion known to exist in the population.

The nonresponse rate is calculated by:

A good definition for a completed interview is one that has all questions answered up to the demographic questions at the end of the survey.

CASRO, the Council of American Survey Research Organizations, has provided standards for calculating response rates.

If your response rate is 55 percent, your nonresponse rate is:

Nonsampling error is defined as all errors in a survey except those attributable to the sample plan and the sample size.

CATI stands for computer-assisted self-interviews where the respondent takes part in an online survey without any interviewer present.

An interviewer gives the respondent very subtle cues such as saying "yes" to statements with which the interviewer agrees. This is an example of:

Which of the following mechanisms is NOT mentioned by your text as commonly used by professional field data-collection companies in minimizing unintentional interviewer error?

Supervision and validation are ways the marketing research industry controls for interviewer cheating.

A completed interview is always defined as an interview in which 100 percent of the questions have been answered and in a way that they are all supportive of the research objectives.

A respondent reaches a certain point in the interview, and then decides not to answer any more questions. This is known as:

When a researcher sees a "middle-of-the-road pattern" during the questionnaire screening process, it signals that a good, average response was obtained by the survey. This is a good sign that the research process did not produce strange abnormalities.

Which of the following methods used to reduce nonresponse error is best for reducing the number of not-at-homes, busy signals, and no answers?

As stated in your text, some believe that nonresponse is a problem because:

According to your text, one estimate shows the survey refusal rate of U.S. Consumers is almost:

Falsehoods occur when: