Deck 6: Quantitative Data Collection Methods

Question 1

Which of the following is NOT part of the definition of surveys?

A) interviews
B) large number
C) predesigned questionnaires
D) respondents
E) telephone

Answer 1

E

Question 2

What type of interview technique could be used if it was NOT necessary for the researcher to watch the respondent to ensure correct procedures are followed?

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

Answer 2

A

Question 3

Which of the following data collection modes comes closest to being patterned after the "man-on-the-street" interview?

A) person-on-the-street interview
B) mall-intercept interview
C) drop-off survey
D) mail survey
E) interviewer approach interview

Answer 3

B

Question 4

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?

A) CATI
B) business-to-business survey
C) in-office interview
D) drop-off survey
E) channel survey

Question 5

Having an independent party call back a sample of each interviewer's respondents to verify that they took part in the survey is a way to avoid which of the following?

A) interviewer cheating
B) human error
C) adaptability
D) interviewer rapport
E) survey sorting

Question 6

What is a technique that is NOT a variation of person-administered surveys?

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

Question 7

The primary disadvantage of computer-administered surveys is that:

A) real-time data capture provides error-prone data.
B) because the data is entered directly into the computer, interview evaluation time is limited.
C) costs of design, programming, debugging, and set up are high.
D) a limited number of people have access to computers.
E) of respondent technology anxiety.

Question 8

Which of the following is a NOT a disadvantage of person-administered surveys?

A) slow speed
B) high cost
C) prone to human error
D) adaptable
E) interview evaluation

Question 9

Which of the following is a disadvantage of self-administered surveys?

A) Lack of interview-evalution
B) Lack of monitoring.
C) Respondent relaxed state over pacing.
D) Cost of computer set-up.
E) Inability to ask sensitive questions.

Question 10

Why have mixed-mode surveys increased popularity over the last few years?

A) increasing use of online survey research
B) simplicity with which data is collected
C) ease of integration with mixed-mode surveys
D) definitive proof that data collection mode does not affect response
E) reduced fees of interviewers

Question 11

Research companies who select shopping malls for the purpose of conducting mall-intercept interviews tend to select malls:

A) only in the largest cities
B) that have a regional versus local market area
C) where the crime rates are exceptionally low
D) in cities where interview cooperation rates are the highest
E) with a wide variety of shops

Question 12

Which of the following is NOT a method for collecting survey data?

A) person-administered surveys
B) computer-administered surveys
C) self-administered surveys
D) mixed-mode surveys
E) multiple modal surveys

Question 13

Interview evaluation refers to:

A) an evaluation of the quality of the interviews by an editor.
B) an evaluation of the interviews by the client or supervisor.
C) an overall procedure for evaluation of the quality of the entire survey process.
D) respondent apprehension caused by the presence of an interviewer.
E) interviewer apprehension caused by the interview procedure.

Question 14

Which of the following is NOT an advantage of computer-administered surveys?

A) ability to develop rapport with the respondent
B) speed
C) error-free interviews
D) use of pictures, videos, and graphics
E) real-time capture of data

Question 15

Which of the following is NOT an advantage of self-administered surveys?

A) reduced cost
B) respondent control over the pace of the survey
C) lack of interviewer evaluation
D) interviewer-evaluation apprehension
E) elicits more insightful information than face-to-face

Question 16

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

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

Question 17

One disadvantage of mall-intercept interviewing is:

A) they require the cooperation of all stores in a mall
B) high turnover rates of interviewers
C) mall shoppers may not be representative of the target market population
D) interviewers are often distracted by mall activities
E) high assault rates of interviewers

Question 18

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

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

Question 19

Which data collection mode is sometimes referred to as "hybrid" surveys?

A) mixed-mode surveys
B) joint-administered surveys
C) computer-assisted surveys
D) drop-off surveys
E) mall-intercept surveys

Question 20

Which data collection mode requires interviewers to "navigate around gatekeepers"?

A) gatekeeper interviews
B) in-office interviews
C) CATI and CAPI
D) CAPI and CATS
E) online surveys

Question 21

When is sample representativeness most troublesome?

A) when using mixed-mode surveys
B) when global market research is involved online
C) when budgets are unlimited
D) with traditional data collection methods
E) when using panels

Question 22

Typically, mail surveys attain response rates of:

A) about 50 percent
B) more than 80 percent
C) between 30 and 40 percent
D) less than 20 percent
E) less than 10 percent

Question 23

Which of the following data collection modes allows for recruitment and training to be conducted at a central location, monitoring of the actual interviews by a supervisor, checking of completed interviews "on the spot," and control of interviewers' schedules?

A) drop-off survey s
B) CATI or CAPS
C) central location telephone interviewing
D) traditional telephone interviewing
E) central location mall intercepts

Question 24

Which of the following is not a question to consider when choosing a survey method?

A) What is the incidence rate?
B) How much money is there for data collection?
C) How much time is there for data collection?
D) What type of respondent interaction is required?
E) Which is the easiest method for the researcher?

Question 25

Karen, of Standard Research, contemplates which survey method she will use for a client. She must balance:

A) the cost of the project with the level of statistical analysis that will be used
B) the time limitation of the client with the requirement that the surveys be representative
C) the lower quality of information generated by using a totally computer-administered survey with the desire to make additional profits using the latest technology
D) the quality of information desired with time deadlines, budget constraints, and any special considerations
E) the wishes of the employees at Standard Research

Question 26

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

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

Question 27

Which of the following will increase mail survey response rates?

A) use of colour
B) stamps, rather than preprinted postage paid on the return envelopes
C) use of a recognizable brand name
D) confidentiality
E) use of a mail panel

Question 28

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 flavour for their "health-conscious" line. C!C!C! needs to test whether the concept of the new flavour sounds appealing; consumers do not actually need to taste the product. Which of the following survey data collection methods noted best meet the client's needs?

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

Question 29

Which one of the reasons below does NOT explain why in-office interviews are more costly per respondent than those conducted for in-home interviews?

A) interviewers need specialized skills for handling gatekeepers
B) in-depth understanding of product features is required
C) use of technical jargon takes more training than for consumer products
D) business respondents charge more for interviews
E) ability to address technical questions from respondents by interviewers

Question 30

In selecting the proper survey method, researchers balance:

A) the cost of the project with what the client is willing to pay
B) the time limitation of the client with the speed at which surveys must be conducted in order to have a profitable research firm
C) the quality of information desired with the requirement to take advantage of today's technology
D) the quality of information desired with time deadlines and budget constraints
E) what their employer wants in addition to what the researchers want

Question 31

Which of the following is NOT an inherent shortcoming of the telephone survey?

A) respondent cannot be shown anything
B) does not permit the interviewer to make various face-to-face judgments and evaluations
C) does not permit a high quality sample
D) does not allow for the observation of body language, facial expressions, or eye contact
E) limit in the quantity and types of information that can be obtained

Question 32

Some of the major advantages of using online surveys are:

A) easy-to-use SPAMBOTS collect e-mail addresses and lower costs
B) real time access to data and availability of many respondents through sending out random e-mails
C) low cost, speed, and sample representativeness
D) low cost, speed, and real-time access to data
E) a high-tech image for the firm

Question 33

Which of the following is NOT an advantage of the mail surveys?

A) non-response
B) cost
C) no need for interviewer training
D) available mailing lists
E) no need for interviewer compensation

Question 34

The essential objective of the drop-off survey is:

A) low cost because there is no mail-out expense
B) to gain a prospective respondent's cooperation
C) to minimize item omission bias
D) to not have paid interviewers
E) to increase the speed of response

Question 35

When time is an important consideration, which data collection method is traditionally used?

A) mail surveys
B) drop-off surveys
C) in-home interviews
D) telephone surveys
E) in-office interviews

Question 36

Which of the following is not a potential for concern with the telephone-interview method?

A) misdialing
B) insufficient callbacks
C) reliability of pressure-sensitive screens
D) difficulty tracking actual hours worked
E) temptations to cheat

Question 37

Which of the following is NOT an advantage of computer-assisted interviews (CATI)?

A) lack of quality control
B) eliminates human error potential
C) tabulations may be run at any point in the study
D) cost and time savings
E) eliminates need for editing completed questionnaires

Question 38

The least expensive, per-respondent, type of self-administered survey is the:

A) group self-administered surveys
B) drop-off surveys
C) e-mail surveys
D) mail surveys
E) anonymous surveys

Question 39

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

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 40

Alberville Research specializes in conducting completely automated telephone surveys (CATS). As such, which of the following would NOT be done at Alberville Research?

A) customer satisfaction studies
B) service quality monitoring
C) election day polls
D) warranty registration
E) website evaluations

Question 41

Interview evaluation refers to the fact that some people become apprehensive about the possible reactions the interviewer may have to their answers to survey questions.

Question 42

A drug manufacturer wants to test a concept for a new form of cholesterol medication designed for physically active men in their 30's with cholesterol levels above 250. Given the situation, in choosing a survey method, what does the researcher need to focus on with respect to choosing a survey method?

A) previous drug studies conducted
B) drug legislation
C) time horizon
D) budget
E) incidence rate

Question 43

Rick Smith of Smith & Associates Research has decided that a client's project should use an online questionnaire as the method of data collection. He knows that there are advantages and disadvantages to the online questionnaire method he has chosen, and he must be ready to discuss these with the client. Which of the following will NOT be discussed?

A) respondent must have access to the internet
B) fast turnaround
C) flexible, online analysis
D) ability to show pictures and video
E) interview evaluation

Question 44

Mixed-mode surveys are also referred to as hybrid surveys.

Question 45

Surveys conducted without the presence of an agent - human or computer - are referred to as self-administered surveys.

Question 46

All malls allow research firms to conduct mall-intercept interviews with their shoppers because it attracts more customers.

Question 47

One of the disadvantages of computer-administered surveys is that they cannot depict pictures, video, or other graphics to the respondent.

Question 48

Mail surveys suffer from nonresponse and self-selection bias. In spite of these problems, mail surveys are affective except in which situation?

A) high literacy rates exist
B) mail panel is available
C) minimal budget
D) low literacy rates exist
E) presence of a reliable listing company

Question 49

If computer-administered surveys are properly programmed they can offer error-free interviews.

Question 50

One of the disadvantages of the person-administered survey is that the interviewer is able to respond to questions asked by respondents.

Question 51

Karl Pittman had commissioned a research project from the research firm of ADVICE, INC. Karl found out that the results of the project will need to be presented in a court case and he wonders if the opposing lawyers in the trial will question whether or not the telephone calls, used to collect the data, were actually made. Alice Neuman, the project director at ADVICE, INC., reassured Mr. Pittman that she used a standard industry method used in the industry for verification. Which of the following did she use?

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 52

Surveys allow marketers to communicate with large numbers of respondents in order to accurately represent a larger population.

Question 53

Self-administered surveys place a very high premium on proper questionnaire design.

Question 54

Tom Cardinal of New "U" Fitness is concerned about the costs of conducting some upcoming research. He understands that mail surveys have some of the lowest costs of all the data collection methods. He asks Michele Des Meurons, a marketing research consultant, what would happen if a mail survey were used. Michele explained that, compared to online or telephone surveys, a mail survey would take much longer, and the response rate would likely be:

A) under 20 percent
B) between 35 and 37 percent
C) above 60 percent
D) around 30 percent
E) about 55 percent

Question 55

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.

Question 56

Whereas self-administered surveys are faster than personal or computer-assisted surveys, they have the highest cost.

Question 57

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.

Question 58

Respondent control is both an advantage and a disadvantage of self-administered surveys.

Question 59

The four major ways to collect data are: have a person ask the questions, have a computer assist or conduct the questioning, allow the respondents themselves to complete the survey, or any combination of the first three.

Question 60

Surveys involve interviews with a large number of respondents using a predesigned questionnaire.

Question 61

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

Question 62

Often a researcher will compensate a group with a monetary payment as a means of recruiting the support of the group's leaders when conducting a group self-administered survey.

Question 63

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.

Question 64

The term "drop-off" covers any situation in which the respondent is required to "drop-ff" a completed survey.

Question 65

Drop-off surveys are often used by restaurants and hotel chains to obtain customer feedback.

Question 66

Fully computerized interviews (not online) offer all the advantages of computer-driven interviewing and results can still be tabulated ongoing with daily downloads.

Question 67

A disadvantage of in-office interviews is respondents are difficult to find, in spite of the fact that they are easily persuaded to participate.

Question 68

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

Question 69

Telephone surveys, although yielding high-quality samples, do not have fast turnaround times. This is why they are rarely used for political polling.

Question 70

The availability of improved technology has made access to respondents via a phone much easier.

Question 71

Traditional telephone interviews have a great potential for errors.

Question 72

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

Question 73

A CATI stands for centrally allocated telephone interview.

Question 74

"Paper-and-pencil" questionnaires are those administered by mall interviewers.

Question 75

Central location telephone interviewing offers significantly fewer opportunities for interviewer cheating than traditional telephone interviewing.

Question 76

Two variations of computer-administered telephone interview systems are (1) using a human interviewer and (2) using a computer, sometimes with a synthesized or recorded voice.

Question 77

Most CATI systems are programmed to make wrong answers impossible.

Question 78

Rapport building in a mall-intercept interview is stronger than that with an in-home interview because of the social aspect of a shopping mall.

Question 79

Obtaining copies of long-distance logs is one way to do a quality check with traditional telephone interviewing.

Question 80

Internet-based questionnaires are becoming the industry standard for all surveys.