MAR 5625 - Marketing Research and Analytics - Chapter 7

When answers to a phone survey can be entered directly into a computer to speed up the time needed for data processing, ________________ is being used.

CATI, computer-assisted telephone interviewing

When a research agency conducts all telephone interviews from a single location where they can hire a staff of professional interviewers and supervise and control the quality of interviewing more effectively, ________________ is being used.

Central location interviewing

Which survey method offers the least geographic flexibility?

Door-to-door personal interview

All marketing-related survey research is conducted with the ultimate consumer in mind.

False

Self-selection biases in survey research tend to overrepresent indifferent responses and underrepresent extreme consumer positions.

False

Survey results are better than the quality of the sample and answers obtained.

False

The interaction between an interviewer and a respondent decreases the chances that the respondent will answer all of the survey questions.

False

The number of "no contacts" in survey research has been decreasing because of the increased use of telephone answering machines by consumers.

False

The purpose of survey research is to collect secondary data.

False

When a respondent "puffs up" his answers in an interview in order to make a favorable impression on the interviewer, acquiescence bias has occurred.

False

When an interviewer is not able to write fast enough to record the respondent's answers verbatim, the error called interviewer cheating has occurred.

False

Clark was asked to complete a self-administered questionnaire posted at MySurvey.com. What type of survey did Clark complete?

Internet survey

If the interviewer's presence influences respondents to give untrue or modified answers, the survey will be marred by _________________.

Interviewer bias

Which survey research method offers the lowest degree of respondent anonymity?

Mall intercept interview

John was called by a market researcher and asked a few questions about his television viewing habits. The researcher then asked him to go to a Web site to complete a more comprehensive survey. This type of study that employs a combination of survey methods is called a _____________.

Mixed-mode survey

People who cannot be contacted or who refuse to participate are called ________________.

Nonrespondents

When the people who answer a mail survey are different in important ways (e.g., income level) from the people who did not answer the survey, the survey is said to have ______________________ error.

Nonresponse

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

People who are unwilling to participate in a research project are referred to as __________.

Refusals

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

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

Curb-stoning

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 questionnaires

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 primary data are collected by asking respondents questions, these data are being obtained via a(n) _________________.

Survey

When a mistake in the implementation of the design of a research study is made, we say that the study has _____________________ error.

Systematic

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

A response bias occurs when respondents tend to answer questions with a certain slant.

True

A sample bias exists when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter.

True

Comparing the sample demographics with the demographics of the target population provides one means of checking for potential response bias.

True

Even with technically proper random probability samples, however, statistical errors occur because of chance variation in the elements selected for the sample.

True

Interactive survey approaches are those that allow spontaneous two-way interaction between the interviewer and the respondent.

True

Most survey research is descriptive research.

True

Nonresponse error is a type of respondent error.

True

One of the most important advantages of personal interviews is the opportunity for feedback.

True

Some aspects of surveys may be qualitative.

True

Surveys provide quick, often inexpensive, efficient, and accurate means of assessing information about a population.

True

Systematic errors are nonsampling errors.

True

The personal interview is especially useful for obtaining unstructured information.

True

Total survey error contains two major sources: sampling error and systematic error.

True

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

Respondent

When someone is unwilling to participate in the research and tells the interviewer not to call them again, a "no contact" has occurred.

False

Systematic errors are also called __________________.

Nonsampling errors

Systematic error is divided into _______________.

Respondent error and administrative error

When an interviewer does not record the respondent's answers correctly, __________________ error has occurred.

Interviewer

Which type of bias is occurring when a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer?

Interviewer bias

When an interviewer fails to write the respondent's answer to a question verbatim because the respondent talks faster than the interviewer can write, ________________ has occurred.

Interviewer 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 classified as a(n) _________________.

No contact

People who cannot be contacted or refuse to participate in a survey 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 would not participate. This is an example of _____________________.

Nonresponse error

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

Random digit dialing

All of the following are advantages of Internet surveys EXCEPT _______________.

Random sampling

Chance variations in sampling due to the elements included in the sample are called ____________________ error.

Random sampling

A person hangs up the phone when he is asked a few questions about his television viewing habits because he is not interested in participating in the study. This behavior is called a(n) ____________________.

Refusal

All of the following are typically advantages of Internet survey research EXCEPT that it is _______________________.

Representative of the population

People who provide answers to survey questions are often called _________________

Respondents

Which type of bias occurs when respondents tend to answer questions with a certain slant?

Response bias

The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey is called ______________.

Response rate

When the results of a sample deviate in a significant way from the true value of the population mean, we say that the study has ______________________ bias.

Sample

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, ___________ has occurred.

Self-selection bias

Survey software can require someone to answer a question but this too could be seen as unethical. How can the ethical issue be resolved?

A "do not know" or "prefer not to answer" alternative can be included with the question.

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

Acquiescence bias

When a mistake is made in carrying out the design of a research study, __________________ error has occurred.

Administrative

When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, ________________ has occurred.

Interviewer error

A person who is not at home when an interviewer calls is called a(n) _________________.

No contact

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, _____________ has occurred.

Deliberate falsification

Which survey research method is typically the most expensive?

Door-to-door personal interview

The five categories of response bias are mutually exclusive from one another.

False

The presence of an interviewer typically decreases the response rate in comparison to what would be found with a mail survey.

False