Marketing Research and Analysis Test 2

Which of the following can be considered to be a pretest?

-Screening the questionnaire with other research colleagues -Screening the questionnaire with a client or the research manager who ordered the research -a trial run with data collected from a small number of respondents

Advantages of Internet Surveys

-Speed -Visual Appeal -Accurate real-time data capture

Cover letter for a mail survey should include?

-a description of the incentive for participating in the study -a comment on the postage-paid reply envolope to use to return the survey -a description of how the person was selected for the survey.

Which of the following is an advantage of including a questionnaire in an e-mail?

-lower distribution costs than a mail survey -Faster turnaround time than a mail survey -Faster speed of distribution

Suppose that a mail survey is sent to 220 people and 20 surveys are returned because they were mailed to the wrong address. If completed surveys are received from 60 people, the response rate for this study was?

55.6 percent

For mail surveys, the time period between the first mailing and the cut-off date after which no additional surveys will be analyzed is typically about?

6-8 weeks

A construct is a term used for concepts that are measured.......(couldnt see rest of page)

False

A constuct is a term used for concepts that are measured with single variables

False

Surveys are classified based on the following

-Method of communication -Degrees of structure and disguise in the questionnaire -Time frame in which the data are gathered

Two general categories of systemative errors are type 1 and type 2 errors`

False

All of the following are advantages of survey research except?

Free form errors

Coding household income into above 1000000, between 50k and above 100k is an example of a _____scale

Nominal

Which of the following is the most elementary level of measurement

Nominal scale

People who are not contacted or who refuse to cooperate are called?

Nonrespondents

People who are not contracted or who refuse to cooperate are called _______?

Nonrespondents

When a table of random numbers is used to generate phone numbers that will be called to contact potential respondents in a phone survey, this is called?

Random Digit dialing

What is not an advantage of Internet surveys?

Random Sampling

Which of the following is a way for researcher to equally distribute the effects of extraneous variables to all conditions in the experiment

Randomization

Which type of scale represents the highest form of measurment

Ratio

The number of questionnaires returned or completed divided by the total number of sample members provided a chance to participate is called?

Response rate

When a restaurant customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for her food that was cold, this is an example of?

Self-Selection bias

Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer?

Social desirability bias

The portion of potential respondents exposed to a hyperlink to a survey who actually click through to view the questionnaire is called the _____?

Click Rate

An ordinal scale is the simplest type of measurement scale

False

Nonresponse is a type of interviewer error

False

What is your gender---M---F is an example of what type of question

Fixed alternative

Barbara received a phone call asking her to participate in a survey. She told the interviewer that she was too busy and could not participate. This is an example of a(n) _____?

Nonresponse error

Barbara received a phone call asking her to participate in a survey. She told the interviewer that she was too busy and could not participate. This is an example of?

Nonresponse error

Systematic errors are _____ because they include all sources of error other than those introduced directly by the sampling procedure.

Nonsampling errors

Systematic errors are also called:

Nonsampling errors

Name five brands of toothpaste is an example of what type of question

Open ended response

What is the process of identigying scale devices that Correspong to properties of a concept involved in a research process?

Operationalization

Which type of scale is at the most a ranking scale

Ordinal

People who are unwilling to participate in a research project are referred to as _____?

Refusals

The person who answers questions in a mail survey is called a(n)

Respondent

Systematic error is divided into which two general categories?

Respondent error and Administrative error

Which of the following occurs when respondents tend to answer questions with a certain slant?

Response Bias

When a research company pulls a random sample of people from a phone book and that sample does not include people with unlisted numbers or who do not have landline telephone service, we say that the sample contains?

Sample selection error

Surveys in which the respondent takes the responsibility for reading and answering questions are called?

Self-administered questionaires

Surveys in which the respondent takes the responsibility for reading and answering the questions is called

Self-administered questionaires

All of the following are types of response bias except?

Self-selection bias

When a hotel customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for room service to deliver his dinner, this is an example of?

Self-selection bias

Which type of question requires the respondent to choose one of two alternatives?

Simple-dichotomy

When an interviewer asks the respondent to state which six salary represents his gross income the previous year, this is an example of?

Structured question

When a research study is not conducted according to the plan in the proposal for the research study, what kind of error has occurred?

Systematic Error

All measurements, particularly in the social sciences, contain error

True

Questioning wording and sequence can substantially influence accuracy

True

Systematic errors are non sampling errors

True

The people who answer survey questions are called respondents

True

When an interviewer asks a respondent: "Why do you shot at Macy's department store, that is in example of a(n)?

Unstructured question

Observing the comments made by travelers waiting in line at American airlines in Chicago is an example of _____ observation

Verbal behavior

"Can you tell me more about what you mean by that?" is an example of?

a probe

A callback procedure should be used for all the following situations except

a respondent who answers but refuses to participate

Surveys are classified based on all the following except?

number of questions

What has typically been shown to produce the highest response rates in mail surveys as an incentive for participation in the study?

A monetary incentive

For which of the phone surveys situations should a callback procedur be used

-A busy signal -A respondent who does not answer the phone -A respondent who us not home

Ways to increase response rates for mail surveys?

-Cover letter -Interesting questions -advance notification

Advantages of survey research

-Inexpensive -Efficient -Accurate

The tendency for respondents to agree with most questions in a survey is known as?

Acquiescence bias

All of the following are ways to increase response rates for mail surveys except?

Always revealing the sponsor of the research

What is a single characteristic or fundamental feature of an objective, person, or situation?

Attribute

Which type of survey is a self-administered questionnaire posted on a website?

Internet Survey

When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, this is an example of?

Interviewer error

A face-toface communication in which an interviewer asks a respondent questions is called a(n)

Personal interview

Observing the movement of a shopper in a supermarketis an example of?

Physical actions observation

Caroline is participating in an experimental study in which she is taking an herbal supplement/.....

Placebo effect

What refers to some true value of a phenomenon within a population?

Population parameter

_____ refers to some true value of a phenomenon within a population

Population parameter

A trial run of a survey with a group of respondents who are representative of the target group for the survey is called a _______?

Pretest

When an interviewer asks a respondent to clarify what he or she meant by a response, this is known as?

Probing

All of the following are advantages of survey research except:

Random

An attempt to re-contact a potential respondent in a phone survey when no one answered the phone on a previous attempt is called a(n)?

Callback

Experiments are widely used in which type of research designs

Casaul

When a research agency conducts all telephone interviews from one location where they can hire a staff of professional interviewers and supervise and control the quality of interviewing more effectively, this is an example of:

Central Location Interviewing

Call Interactive, Inc is a telephone survey research firm. Telephone interviewers sit at a computer monitors that display the questions one question at a time along with precoded possible responses for each question. The interviewer reads the question, and when the respondent answers, the interviewer enters hit or her answer directly into the computer. This is an example of?

Computer-assisted telephone interviewing

When answers to a phone survey can be entered directly into a computer to speed up the time needeed for processing this is called?

Computer-assisted telephone interviewing (CATI)

A group of subjects to whom no experimental treatment is administered is called a _____ group

Control

Which type of variable is continuous variable included in a statistical analysis as a way of statistially controlling for variance due to that variable

Covariate

Data collected at a single point in time represents a?

Cross-sectional study

Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist?

Curb-stoning

When a group of experts agrees that a measuring instrument measures what is is suppose to measure, we say that instrument has _____ value

Face

When a respondent tells an interviewer that his annual income last year was $50,000 because he is embarrassed to admit that it was $25,000, this is an example of?

Deliberate falsification

Do you own a cell phone? yes---no is an example of which question?

Dichotomy

Which of the following methods offers the lowest degree of geographic flexibility?

Door-to-door personal interview

Which of the following survey research methods is the most expensive?

Door-to-door personal interview

When a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer, this is an example of?

Interviewer bias

Carl is an interviewer, and he is supposed to write down everything respondents say. However, he has difficulty getting everything down. This is an example of?

Interviewer error

"what is your favorite hobby, playing videogames, or what? is an ezample of?

Leading

In light of the current economic crisis do you agree or disagree that the president of US is doing a good job of managing the economy is an example of which type of question?

Loaded

Which of the following has the highest item non-response rate?

Mail Survey

Which of the following survey research methods offers the lowest degree of respondent anonymity?

Mail intercept interview

When a respondent is asked to participate in a research study while walking through a shopping mall, this is an example of a(n)

Mall intercept interview

What is the process of describing some property of phenomenon, usually by assigning numbers, in a reliable and valid way?

Measurement

Which type of question sonserves space on a questionare

Multiple grid question

Dichotomus or multiple choise alternatives in fixed alternative questions should not have overlap among categories which means the categories should be?

Mutually exclusive

The cover letter for a mail survey should include all of the following except?

Names of other potential respondents

In a research study, a potential respondent who is not at home at either the first or second attempt to reach this person by phone is called a(n)?

No contact