MKT 3413 - CH 5
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
A
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
A
Telephone interviewing is not a popular mode of administering questionnaires in countries that ________. A) have a low rate of households with telephones B) have a high rate of households with telephones C) use English as a national language D) use Spanish as a national language E) all of the above
A
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
A
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
A
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
A
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.
A
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
A
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
A
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
B
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
B
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
B
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
B
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
B
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
B
Which of the following is NOT mentioned as an advantage of social media for conducting surveys? A) wider coverage B) survey administration is easy to control C) simplicity in implementing surveys D) ability to field more complex questions E) responses are more candid
B
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
B
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
B
________ 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
B
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
C
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
C
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
C
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
C
Which of the following is NOT a relative disadvantage of using personal observation methods? A) high observation bias B) high analysis bias C) unsuitable in natural settings D) All of the selections are relative disadvantages of using personal observation methods. E) A and B only
C
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
C
Which of the following is NOT mentioned as a disadvantage of social media for conducting surveys? A) surveys do not address the responses from nonusers of social media B) survey administration is difficult to control. C) inability to field more complex questions D) response rates may be low E) confidentiality is an issue
C
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
C
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.
C
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
C
________ is an observational research strategy in which human observers record the phenomenon being observed as it occurs. A) Mechanical observation B) Virtual observation C) Personal observation D) Perceptual observation E) Simultaneous rigor
C
________ 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
C
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
D
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
D
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
D
An observational research strategy in which mechanical devices, rather than human observers, record the phenomenon being observed is called ________. A) personal observation B) virtual observation C) perceptual observation D) mechanical observation E) device recording
D
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
D
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
D
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
D
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
E
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
E
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
E
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.
E
Which of the following is a disadvantage of observational data? A) Attitudes, motivations and values can't be assessed. B) perceptual differences among observers C) Infrequent behaviors are too expensive to record. D) difficulty in observing behaviors E) all of the above
E
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
E
________ 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
E
T/F A limitation is that online surveys conducted through social media platforms do not encourage committed and credible feedback
FALSE
T/F A prepaid incentive is sent to only those respondents who complete the survey.
FALSE
T/F According to the text, despite their value, personal in-home interviews are being replaced by telephone interviews.
FALSE
T/F According to the text, using telephone interviews to collect survey data is the least popular method of collecting survey data.
FALSE
T/F An advantage of using mail interviews to collect research data is the ability to control the interviewing environment.
FALSE
T/F CAPI interviewing is inappropriate for conducting B2B research at trade shows or conventions.
FALSE
T/F Disadvantages of using in-home interviewing to collect research data include the potential for interviewer bias and poor sample control.
FALSE
T/F Disadvantages of using telephone interviewing to collect research data include no use of physical stimuli and poor response rates.
FALSE
T/F High interviewer bias is a primary disadvantage of using mail interviews to collect research data.
FALSE
T/F In-home interviewing permits easy interviewer supervision and control as the interviewers are traveling door-to-door.
FALSE
T/F Observational interviews are recognized as a classification for the various methods of collecting survey data.
FALSE
T/F Poor response rates and the potential for interviewer bias are disadvantages of using mall intercept interviews to collect research data
FALSE
T/F Promised incentives are incentives that are included with the survey or questionnaire.
FALSE
T/F Response bias is the bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results.
FALSE
T/F Sugging is fund-raising under the guise of research.
FALSE
T/F 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). Answer: FALSE
FALSE
T/F The ability to collect a large quantity of data is an advantage of using telephone interviewing to collect research data.
FALSE
T/F 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.
FALSE
T/F The method of interview that is one of the most popular for collecting survey data is mail interviews.
FALSE
T/F 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
TRUE
T/F 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.
TRUE
T/F Advantages of using computer-assisted personal interviewing to collect research data include good response rates and low potential for interviewer bias
TRUE
T/F An observational research strategy in which mechanical devices, rather than human observers, record the phenomenon being observed is called mechanical observation.
TRUE
T/F 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.
TRUE
T/F Compared to mail surveys, e-mail surveys offer time and cost advantages, especially in large surveys.
TRUE
T/F High social desirability and high cost are disadvantages of using computer-assisted personal interviewing to collect research data.
TRUE
T/F In CAPI, interviewer bias is reduced because the computer administers the interview.
TRUE
T/F Interviewer bias is defined as the error due to the interviewer not following the correct interviewing procedures.
TRUE
T/F Low sample control and low response rates are disadvantages of using electronic interviewing to collect research data.
TRUE
T/F Many social media sites today present an excellent platform for allowing researchers the widespread ability to disseminate questionnaires
TRUE
T/F Participant blogs and online research communities may be considered to be examples of e-ethnography or netnography
TRUE
T/F People are more likely to respond and respond sooner to fax surveys than mail surveys.
TRUE
T/F Personal observation is an observational research strategy in which human observers record the phenomenon being observed as it occurs.
TRUE
T/F Sample control is the ability of the survey mode to reach the units specified in the sample effectively and efficiently.
TRUE
T/F The advantages of using electronic interviewing to collect research data include high speed and low cost.
TRUE
T/F 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.
TRUE
T/F The advantages of using mall intercept interviews to collect research data include good control of the environment and good response rates.
TRUE
T/F The most popular primary data-collection method is the structured direct survey.
TRUE
T/F The percentage of the total attempted interviews that are completed is referred to as response rate.
TRUE
T/F 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.
TRUE
T/F 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.
TRUE
T/F Use of a formal questionnaire that presents questions in a prearranged order is called structured data collection
TRUE
