Deck 11: Collecting Data by Communication

Question 1

"How do you feel about the Apple,Inc.?" is an example of which type of question?

A)Fixed-alternative
B)Structured
C)Open-ended
D)Close-ended
E)a,b,and c are correct.

Answer 1

C

Question 2

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)All of these are false.
E)None of these are false.

Answer 2

C

Question 3

An environmental research group,using the fixed-alternative format,surveys people about their re-cycling practices in order to determine support for a ban on non-returnable bottles.The group does not reveal itself or its stance on the issue.The format of this questionnaire is best described as

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

Answer 3

A

Question 4

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 vice 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 5

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 6

With unstructured-undisguised questionnaires,the purpose of the study is

A)open to interpretation.
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.

Question 7

Which of the following statements is NOT true of fixed-alternative questions?

A)Everyone receives the same questions.
B)The questions are open-ended.
C)They are commonly used to collect primary data.
D)Everyone responds by choosing from among the same set of possible answers.
E)All of these statements are true.

Question 8

Which of the following is NOT true of a questionnaire with a high degree of structure?

A)They are relatively simple to administer.
B)They are difficult to code.
C)They are associated with greater consistency of answers.
D)There is no probing or follow-up questions.
E)They are easier to analyze.

Question 9

The responses,as well as the 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 10

Depth interviews are best classified as an example of the _____ method of communication.

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

Question 11

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-disguised.
C)sentence completion.
D)structured-undisguised.
E)word association.

Question 12

High structure is most useful when

A)possible replies are well known.
B)for obtaining factual information.
C)for assessing attitudes about things that people know something about.
D)All of these are correct.
E)None of these are correct.

Question 13

The three key decisions to make when collecting data by communication include which of the following?

A)The degree of structure to use
B)Whether to disguise the questionnaire
C)Which method of questionnaire administration to use
D)All of these are correct.
E)None of these are correct.

Question 14

A television network sponsors a survey that contains the question,"How often do you watch television?" This question is an example of a

A)low-structured question.
B)disguised question.
C)high-structured question.
D)close-ended question.
E)fixed-alternative response question.

Question 15

The use of disguised communication to gather primary research data can

A)involve active deception.
B)help eliminate response bias.
C)hide the purpose or sponsor of the study.
D)create a more natural environment in which to collect data from individuals.
E)All of these are correct.

Question 16

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 relative to structured-undisguised questionnaires.
D)they are highly reliable.
E)the data obtained is easy to analyze.

Question 17

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 18

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

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

Question 19

Phone book sampling frames are inadequate because of

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

Question 20

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

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

Question 21

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 22

John was stopped at the local shopping centers and asked if he would be willing to participate in a research study.Because 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 these are correct.

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 these are correct.

Question 24

Which of the following data collection methods provides the greatest degree of anonymity for respondents?

A)Mail surveys
B)Personal interviews
C)Online surveys
D)Telephone interviews
E)Mall intercepts

Question 25

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 these are correct because all methods take about the same amount of time.

Question 26

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 these statements are true.

Question 27

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)None of these are true of mall intercepts.
E)All of these are true of mall intercepts.

Question 28

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 29

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 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 methods provides descriptive primary data the fastest?

A)Personal interview
B)Online survey
C)Mail questionnaire
D)Inbound survey
E)Telephone survey

Question 32

Which of the following data collection methods is best for including pictures and/or graphics with the survey while minimizing interviewer bias in the way questions are asked?

A)Telephone interviewing
B)Direct mail questionnaires
C)Computer-aided interviewing
D)Online surveys
E)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)All of these are correct.

Question 34

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 35

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 and cost
E)Cost and speed

Question 36

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

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

Question 37

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 these are correct.

Question 38

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 39

Which method of obtaining a response is best for questions that may need explaining or when respondents need to explain their answers?

A)Inbound surveys
B)Mail surveys
C)Personal interviews
D)Online surveys
E)All of these statements are true.

Question 40

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 41

Structure refers to how much variation is used with the data collection instrument.

Question 42

Low degrees of structure are usually associated with greater reliability,or consistency,of answers obtained.

Question 43

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 are correct.
E)None of these are advantages of highly structured questionnaires.

Question 44

Information control refers to resource issues such as the time and monetary costs of different data collection methods.

Question 45

The use of high structure greatly simplifies data coding and analysis.

Question 46

Mail surveys provide little control in verifying that a response actually came from the intended recipient.

Question 47

The question "What was your reaction to the Budweiser advertisement you saw on television during the Super Bowl?" is an example of which 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 these are correct.

Question 48

The survey type that makes sense for any business that caters to a unique clientele or that wants to measure service quality or satisfaction while the experience is fresh in the consumer's mind is a(n)

A)mall intercept.
B)telephone survey.
C)inbound survey.
D)email survey.
E)personal interview.

Question 49

An open-ended question allows respondents to freely reply using their own words without limitations to a fixed set of possible answers.

Question 50

Disguise creates a more artificial environment in which to collect data from individuals.

Question 51

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

Question 52

Studies that rely on phone books

A)underrepresent 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 these are correct.

Question 53

Personal interviews offer less sample control than other approaches.

Question 54

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 re-search,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 55

Structure refers to how much standardization is used with the data collection instrument.

Question 56

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 as-signed 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 these are correct.

Question 57

With online surveys,the response rate is a good indicator of the quality of the research effort.

Question 58

Questionnaires where everyone receives the same questions and everyone responds by choosing among the same set of possible answers are using fixed-alternative questions.

Question 59

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 60

The location of personal interviews depends on the needs of the research and the convenience of the respondents.

Question 61

When considering methods for collecting communications data,the research problem itself will often suggest one approach over the others.

Question 62

Mall intercepts are popular for conducting personal interviews among consumers in retail shopping centers.

Question 63

Compare and contrast the main methods of administering questionnaires.

Question 64

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

Question 65

It is necessary to disguise a survey when knowledge of the sponsor or topic is likely to cause respondents to change their answers.

Question 66

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

Question 67

Response rates are higher for telephone interviews than most other methods.

Question 68

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