Deck 5: Survey and Observation

Question 1

In-home interviewing permits easy interviewer supervision and control as the interviewers are traveling door-to-door.

Answer 1

False

Question 2

High interviewer bias is a primary disadvantage of using mail interviews to collect research data.

Answer 2

False

Question 3

According to the text,using telephone interviews to collect survey data is the least popular method of collecting survey data.

Answer 3

False

Question 4

An advantage of using mail interviews to collect research data is the ability to control the interviewing environment.

Question 5

Sample control is the ability of the survey mode to reach the units specified in the sample effectively and efficiently.

Question 6

The ability to collect a large quantity of data is an advantage of using telephone interviewing to collect research data.

Question 7

A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the survey method.

Question 8

High social desirability and high cost are disadvantages of using computer-assisted personal interviewing to collect research data.

Question 9

The advantages of using mall intercept interviews to collect research data include good control of the environment and good response rates.

Question 10

The most popular primary data-collection method is the structured direct survey.

Question 11

Poor response rates and the potential for interviewer bias are disadvantages of using mall intercept interviews to collect research data.

Question 12

Survey questionnaires may be administered in four major modes: (1)telephone interview,(2)personal interviews,(3)mall interviews,and (4)electronic interviews (Figure 5.4 in text).

Question 13

The advantages of using in-home interviewing to collect research data include very good sample control and the ability to collect a large quantity of data.

Question 14

Advantages of using computer-assisted personal interviewing to collect research data include good response rates and low potential for interviewer bias.

Question 15

Disadvantages of using telephone interviewing to collect research data include no use of physical stimuli and poor response rates.

Question 16

Disadvantages of using in-home interviewing to collect research data include the potential for interviewer bias and poor sample control.

Question 17

Use of a formal questionnaire that presents questions in a prearranged order is called structured data collection.

Question 18

The method of interview that is one of the most popular for collecting survey data is mail interviews.

Question 19

The percentage of the total attempted interviews that are completed is referred to as response rate.

Question 20

Observational interviews are recognized as a classification for the various methods of collecting survey data.

Question 21

A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires,product tests,and telephone surveys are called mail panels.

Question 22

Personal observation is an observational research strategy in which human observers record the phenomenon being observed as it occurs.

Question 23

The tendency of the respondents to give answers that may not be accurate but that may be desirable from a social standpoint is called social desirability.

Question 24

Analysis of the comments,photos,videos,audio,and other stimuli posted voluntarily by consumers on their social media sites are traces of their behaviors.An analysis of these constitutes a form of observation known as trace analysis.

Question 25

CAPI interviewing is inappropriate for conducting B2B research at trade shows or conventions.

Question 26

Compared to mail surveys,e-mail surveys offer time and cost advantages,especially in large surveys.

Question 27

The collection of survey data through social media sites can be automated,but does not allow the researcher to customize reach to various segments of consumers.

Question 28

An observational research strategy in which mechanical devices,rather than human observers,record the phenomenon being observed is called mechanical observation.

Question 29

People are more likely to respond and respond sooner to fax surveys than mail surveys.

Question 30

Response bias is the bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results.

Question 31

A limitation is that online surveys conducted through social media platforms do not encourage committed and credible feedback.

Question 32

According to the text,despite their value,personal in-home interviews are being replaced by telephone interviews.

Question 33

The recording of behavioral patterns of people,objects,and events in a systematic manner to obtain information about the phenomenon of interest is called observation.

Question 34

The advantages of using electronic interviewing to collect research data include high speed and low cost.

Question 35

A prepaid incentive is sent to only those respondents who complete the survey.

Question 36

In CAPI,interviewer bias is reduced because the computer administers the interview.

Question 37

Low sample control and low response rates are disadvantages of using electronic interviewing to collect research data.

Question 38

Promised incentives are incentives that are included with the survey or questionnaire.

Question 39

Many social media sites today present an excellent platform for allowing researchers the widespread ability to disseminate questionnaires.

Question 40

Interviewer bias is defined as the error due to the interviewer not following the correct interviewing procedures.

Question 41

Use of a formal questionnaire that presents questions in a prearranged order is called ________.

A) exploratory data collection
B) structured data collection
C) randomized data collection
D) hypothetical data collection
E) pre-arranged data collection

Question 42

A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the ________.

A) focus group method
B) exploratory method
C) survey method
D) sampling method
E) motivation elicitation technique

Question 43

A list of the disadvantages of telephone interviewing would include which of the following?

A) Questioning is restricted to the spoken word.
B) Interviewers cannot use physical stimuli such as visual illustrations or product demonstrations.
C) Personal rapport and commitment are difficult to establish.
D) Respondents are less tolerant of lengthy interviews.
E) all of the above

Question 44

Which of the following is NOT recognized as a classification for the various methods of collecting survey data?

A) telephone interview
B) mail interview
C) observational interview
D) electronic interview
E) personal interview

Question 45

Which of the following is NOT an advantage of using the survey method?

A) ease of use
B) reliability
C) cost
D) validity
E) All are advantages.

Question 46

Which of the following methods of collecting survey data is the least popular in the United States?

A) telephone interview
B) mail interview
C) observational interview
D) electronic interview
E) personal interview

Question 47

Which of the following disadvantages does NOT apply to using telephone interviewing to collect research data?

A) no use of physical stimuli
B) limited to simple questions
C) low quantity of data
D) poor response rate
E) labor costs

Question 48

All of the following are examples of advantages of using in-home interviewing to collect research data EXCEPT that ________.

A) it enables the interviewer to provide clarifications to the respondent, allowing for complex questions
B) it permits the use of physical stimuli and allows the interviewer to display or demonstrate the product
C) it provides very good sample control since homes can be selected without generating a list of all the homes in a given area
D) it allows for longer interviews
E) it permits easy interviewer supervision and control as the interviewers are traveling door-to-door

Question 49

Which of the following is NOT an advantage of using telephone interviewing to collect research data?

A) large quantity of data can be collected
B) high sample control
C) good control of the field force
D) good response rate
E) fast

Question 50

________ is the ability of the survey mode to reach the units specified in the sample effectively and efficiently.

A) Social desirability
B) Interviewer bias
C) Nonresponse bias
D) Efficiency effect
E) Sample control

Question 51

According to the text,which of the following types of questions does NOT apply to survey research?

A) questions regarding behavior
B) questions regarding attitudes
C) questions regarding lifestyle characteristics
D) questions regarding observational research
E) questions regarding motivations

Question 52

Which of the following is NOT a category of personal interviewing methods?

A) mail panel
B) in-home
C) mall intercept
D) computer-assisted
E) All of the above are categories of personal interviewing.

Question 53

Which of the following advantages does NOT apply to using in-home interviewing to collect research data?

A) good for physical stimuli
B) relatively inexpensive
C) good sample control
D) large quantity of data can be collected
E) complex questions can be asked

Question 54

Which of the following statements is NOT correct about computer-assisted telephone interviewing (CATI)?

A) The computer checks the responses for appropriateness and consistency.
B) Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data-collection process, coding questionnaires and entering the data into the computer, are eliminated.
C) The CATI software cannot perform skip patterns.
D) Interim and update reports on data collection or results can be provided almost instantaneously.

Question 55

Sugging is fund-raising under the guise of research.

Question 56

Which of the following disadvantages does NOT apply to using in-home interviewing to collect research data?

A) low control of field force
B) potential for interviewer bias
C) poor sample control
D) most expensive
E) may take long to collect the data

Question 57

Participant blogs and online research communities may be considered to be examples of e-ethnography or netnography.

Question 58

The percentage of the total attempted interviews that are completed is referred to as ________.

A) sample control
B) response rate
C) social desirability
D) interviewer bias
E) cooperation rate

Question 59

Interviews conducted by Procter & Gamble on Olay Beauty Bar,where the respondents actually washed their hands and face with the bar in a test area before responding to a survey falls under which of the following categories?

A) traditional telephone interviews
B) computer-assisted telephone interviewing
C) personal in-home interviews
D) mall-intercept personal interviews
E) mail interviews

Question 60

The method of interviewing that is one of the most popular in the United States for collecting survey data is the ________.

A) Internet interview
B) mail interview
C) telephone interview
D) mall intercept interview
E) in-home personal interview

Question 61

________ is the bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results.

A) Response bias
B) Nonresponse bias
C) Social desirability
D) Interviewer bias
E) Facsimile bias

Question 62

Advantages of Internet surveys over e-mail surveys include which of the following?

A) Graphs, images, animations, and links to other Web pages may be integrated into or around the survey.
B) It is possible to validate responses as they are entered.
C) Skip patterns can be programmed and performed automatically.
D) All of the above are correct.

Question 63

Which of the following is NOT recognized as an advantage of using mail interviews to collect research data?

A) no interviewer bias
B) good control of environment
C) low social desirability
D) low/moderate cost
E) no field force problems

Question 64

The disadvantages of using mail interviews to collect research data include all of the following EXCEPT ________.

A) high interviewer bias
B) limited to simple questions
C) low sample control for cold mail
D) no control of environment
E) low speed

Question 65

The recording of behavioral patterns of people,objects,and events in a systematic manner to obtain information about the phenomenon of interest is called ________.

A) projection
B) observation
C) description
D) exploration
E) micro-pattern research

Question 66

Which of the following is NOT a disadvantage of electronic methods of data collection?

A) no control of the environment
B) low sample control
C) low response rate
D) only moderate quantities of data can be obtained
E) low social desirability

Question 67

All of the following are recognized as disadvantages of using computer-assisted personal interviewing to collect research data EXCEPT ________.

A) high social desirability
B) moderate quantity of data can be collected
C) high cost
D) poor response rate
E) accessibility

Question 68

Which of the survey methods listed below is preferable when using physical stimuli?

A) in-home
B) mall intercept
C) CAPI
D) A and C only
E) A, B and C

Question 69

The tendency of the respondents to give answers that may not be accurate but that may be desirable from a social standpoint is called ________.

A) interviewer bias
B) social desirability
C) nonresponse error
D) response rate
E) the fundamental attribution error

Question 70

Limitations of e-mail surveys include all of the following EXCEPT ________.

A) questionnaires cannot utilize programmed skip patterns, logic checks, or randomization
B) skipping instructions (e.g., "If the answer to question 5 is yes, go to question 9") must appear explicitly, just as on paper
C) there is inherent self-selection bias
D) some e-mail software products limit the length of the body of an e-mail message

Question 71

The disadvantages of using mall intercept interviews to collect research data include all of the following EXCEPT ________.

A) poor response rate
B) potential for interviewer bias
C) moderate quantity of data can be collected
D) high cost
E) high social desirability

Question 72

________ is defined as the error due to the interviewer's failure to follow the correct interviewing procedures.

A) Social desirability
B) Nonresponse error
C) Interviewer bias
D) Response bias
E) The fundamental attribution error

Question 73

Which of the following is NOT recognized as an advantage of using electronic interviewing to collect research data?

A) no interviewer bias
B) high speed
C) low cost
D) high sample control
E) hard-to-reach-respondent contact

Question 74

Which of the following is NOT an advantage of using computer-assisted personal interviewing to collect research data?

A) good response rate
B) low cost
C) low potential for interviewer bias
D) good for physical stimuli
E) very good control of environment

Question 75

All of the following are recognized as disadvantages of using electronic interviewing to collect research data EXCEPT ________.

A) high interviewer bias
B) limited to simple questions
C) low sample control
D) low response rate
E) moderate quantity of data

Question 76

A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires,product tests,and telephone surveys are called ________.

A) focus groups
B) electronic groups
C) exploratory groups
D) mail panels
E) household constituencies

Question 77

A(n)________ is sent to only those respondents who complete the survey.

A) promised incentive
B) observed incentive
C) prepaid incentive
D) virtual incentive
E) completion incentive

Question 78

Which of the following is NOT mentioned in the text as a method used to improve response rates?

A) prior notification
B) incentives
C) follow-up
D) personalization
E) All of these methods are used to improve response rates.

Question 79

Which of the following types of incentives is included with the survey or questionnaire?

A) promised incentive
B) observed incentive
C) prepaid incentive
D) virtual incentive
E) Hollywood incentive

Question 80

Which of the following is NOT an advantage of using mall intercept interviews to collect research data?

A) good for physical stimuli
B) good control of the environment
C) low cost
D) good response rate
E) complex questions can be asked