Unit 3

Data precision

Choice, This refers to the degree of accuracy of a response in relation to some other possible answers. This refers to the degree of accuracy of a response in relation to some other possible answers.

Completeness of data

Choice, This refers to the depth and breadth of the data collected. This refers to the depth and breadth of the data collected.

An advantage of telephone interviews is that they_____________.

are more affordable, quicker, and better suited for collecting data from a large sample than face-to-face interviews

_________ are surveys sent to respondents using the postal service.

mail surveys

Identify the advantages of using person-administered survey methods.

-Interviewers who are trained are able to quickly adapt to respondents' differences. -Interviewers can establish a rapport with the respondents and make the process of taking a survey more interesting for them.

Which of the following are advantages of quantitative survey research methods? (Check all that apply.)

-It enables the study of relationships and concepts that are not directly measurable. -Results can be generalized to the target population as this method accommodates large sample sizes.

Identify the disadvantages of quantitative survey research designs.

-Low response rates can be a challenge. -In-depth data is difficult to obtain.

Which of the following are disadvantages of self-administered surveys?

-Potential response errors -High nonresponse rates

Identify the true statements about data quality requirements that a researcher should consider when selecting a survey method.

-Researchers who have complete data can paint a total picture by fully describing the information from each respondent. -The generalizability of data collected using any technique will be limited if the sample size is small.

Which of the following are true of the task characteristics that researchers should consider when selecting a survey method?

-Respondent fatigue increases and response rates lower when large amounts of data are collected. -The researchers should attempt to make it as easy as possible for respondents to answer questions. -Respondents need to be exposed to some kind of stimulus to elicit a response.

Which of the following are respondent characteristics that need to be considered by researchers when choosing a data collection method? (Check all that apply.)

-Respondent participation -Incidence rate -Diversity

What are the advantages of Internet surveys?

-Survey results for statistical analysis are ready almost immediately. -Graphic improvements to survey design can make tasks more engaging and more realistic for respondents.

Identify the task characteristics that researchers should consider when selecting a survey method. (Check all that apply.)

-The amount of information required from participants -Stimuli required to elicit a response from participants -The difficulty of the task given to participants

Which of the following are advantages of mail surveys? (Check all that apply.)

-The costs associated with these surveys are limited to postage, printing, and the cost of incentives. -They can reach hard-to-interview people.

Identify the advantages of using online surveys to collect data. (Check all that apply.)

-The costs of copying surveys, buying postage, or hiring interviewers are eliminated. -The expense per respondent is low when compared to other survey methods.

Which of the following are true of Internet surveys?

-The effects of question order on responses can be removed by randomizing the order of questions within a group. -Missing data can be reduced substantially as respondents are prompted to answer a question before they can move to the next screen.

Which of the following are differences between causal research designs and exploratory or descriptive research designs? (Check all that apply.)

-The hypotheses of exploratory designs focus on the magnitude and/or direction of an association, while the hypotheses of causal designs focus on causality. -Exploratory and descriptive designs usually lack the control mechanism of causal designs.

Identify the factors that form the basis for the selection of a descriptive research design. (Check all that apply.)

-The nature of the initial opportunity or problem -The objectives of the research -The research questions

In the context of errors in surveys, identify the factors that cause sampling errors.

-The sample size used -The method of sampling used

Identify the characteristics of nonsampling errors that occur in survey research.

-They have a tendency to create "systematic variation" or bias in the data. -They result from some human error in either the design or the execution of a survey.

Which of the following are true of nonsampling errors that occur in survey research? (Check all that apply.)

-Unlike random sampling error, they cannot be directly measured. -They can lead to other nonsampling errors.

When are descriptive research designs an appropriate choice for solving research problems? (Check all that apply.)

-When the features of existing market situations need to be described or when current marketing mix strategies need to be evaluated -When relationships between variables need to be identified or when there is a need to determine if differences exist between groups

Identify the situational characteristics that a researcher takes into consideration when selecting a survey method for collecting data.

-Budget -Completion -Quality requirements

Identify the factors that have led to the increased use of mobile phone surveys. (Check all that apply.)

-Availability of wireless phone applications -Rapid decrease in landline phone penetration -High percentage of mobile phone usage

Budget

It includes all the resources available to the researcher.

What is a variable?

It is an element that is observable and measurable.

In the context of errors in surveys, identify a true statement about sampling error.

It refers to the difference between the true values for a population and the findings based on the sample.

Completion time frame

Its length determines if the researcher can choose survey methods that will produce the highest data quality.

Identify a true statement about computer-assisted telephone interview (CATI) systems.

Questions that are irrelevant to a particular respondent is automatically skipped by the CATI program.

When a group of marketing researchers wanted to test the effectiveness of an advertising campaign their company had run last year, they recruited fifty people who watched television for at least an hour every day. They asked the participants a series of open-ended questions regarding the campaign. Which form of data collection technique is used by the researchers in the above scenario?

Survey research methods

Data generalizability matches

This refers to data's ability to accurately represent the population being studied and to be accurately projected to the target population.

True or false: Due to controlled environments, variable manipulation, and measurement considerations, the issue of validity, especially external validity, becomes more important in developing experimental research designs.

True

True or false: Random selection of subjects and random assignment to treatment conditions are not necessarily sufficient to confirm that findings can be generalized, despite the fact that they are usually necessary for external validity.

True

The primary focus of causal research is to obtain data that allows researchers to assess cause-effect relationships between two or more variables, while data from exploratory and survey research designs enables researchers to

evaluate noncausal relationships between variables

The primary focus of causal research is to obtain data that allows researchers to assess cause-effect relationships between two or more variables, while data from exploratory and survey research designs enables researchers to _____.

evaluate noncausal relationships between variables

The extent to which a causal relationship found in a study can be expected to be true for the entire target population is called _____.

external validity

The method of conducting a marketing survey in which the data are collected using mobile phones is called a(n)

mobile phone survey

Survey data collected using the Internet are called_______________.

online surveys

Data collection techniques that require the presence of a trained human interviewer who asks questions and records the subject's answers are called _____________ survey methods.

person administered

A data collection technique in which the respondent reads the survey questions and records his or her own answers without the presence of a trained interviewer is called a

self administered survey

Question-and-answer exchanges that are conducted via telephone technology are called

telephone interview

Internal validity exists when _____.

the competing explanations for the conclusions about a hypothesized relationship can be ruled out