BR - Chapter 9
Alice is participating in a research study in which she completes a questionnaire every year. She has been doing this for the past five years, and the purpose of the research is to study how consumers' attitudes and preferences toward various food products change as they age. This type of study in which respondents are questioned at multiple points in time is called a _____.
longitudinal study
Which of the following is a survey of respondents at different times, thus allowing analysis of response continuity and changes over time?
longitudinal study
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 bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer?
social desirability bias
When an interviewer asks the respondent to state which of six salary categories represents his gross income the previous year, this is an example of a(n): _____.
structured question
Which type of question imposes a limit on the number of allowable responses?
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 of the following are stages in the total quality management process EXCEPT _____.
testing and revising stage
Which of the following is a business strategy that emphasizes market-driven quality as a top priority?
total quality management
One research firm uses successive samples the week following the Super Bowl each year to compare trends and identify changes in consumers' awareness of and attitudes towards Super Bowl advertising. This type of longitudinal study is called a _____.
tracking study
Straightforward questions that assume the respondent is willing to answer are called _____.
undisguised questions
What type of question does not restrict the respondents' answers?
unstructured question
When an interviewer asks a respondent: "Why do you shop at Macy's department store?", this is an example of a(n) ____.
unstructured question
In which stage of the total quality management process does research establish quantitative measures that can serve as points of comparison against which to evaluate future efforts?
benchmarking stage
Longitudinal studies that survey several different samples at different times are called _____.
cohort studies
What is the first stage of the total quality management process?
commitment and exploration stage
Which of the following is a type of longitudinal study that gathers data from the same sample of individuals or households that record their purchases over time?
consumer panel
A researcher collecting data from households across the country at the same time is conducting a(n) _____ study.
cross-sectional
Data collected at a single point in time represent a _____.
cross-sectional study
Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist?
curbstoning
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
Which dimension of quality is being studied for a Harley motorcycle when a survey asks them to record the number of years that they have owned that particular Harley?
durability
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
When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, this is an example of _____.
interviewer error
The United States Department of Defense is conducting a study in which it asks a group of veterans who were in the military during the 1980s to complete a survey every five years. The survey asks about health-related topics and examines how the health of this group of veterans changes as they age. This type of longitudinal study is referred to as a _____ study.
longitudinal
A survey can collect information using which of the following techniques?
A. telephone B. face-to-face interviews C. mail
Which of the following can be the target of survey research techniques?
A. wholesalers B. employees C. consumers
The tendency for respondents to agree with most questions in a survey is known as _____.
acquiescence bias
What type of error is caused by the improper administration or execution of the research task?
administrative error
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
People who are not contacted or who refuse to cooperate are called _____.
nonrespondents
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
Systematic errors are _____ because they include all sources of error other than those introduced directly by the sampling procedure.
nonsampling errors
Surveys are classified based on all of the following EXCEPT _____.
number of questions
All of the following are advantages of survey research EXCEPT _____.
random
Two major sources of survey errors are _____.
random sampling error and systematic error
People who are unwilling to participate in a research project are referred to as _____.
refusals
Which dimension of quality is being studied for a Honda lawnmower when customers are asked to rate its ability to start on the first or second try?
reliability
Systematic error is divided into which two general categories?
respondent error and administrative error
The people who answer survey questions are referred to as _____.
respondents
Which of the following occurs when respondents tend to answer questions with a certain slant?
response bias
All of the following are types of administrative errors EXCEPT _____.
response error
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
