MKT REA CHAP 7
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.
Which of the survey methods listed below is preferable when using physical stimuli?
A) In-home B) mall intercept C) CAPI
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.
A disadvantage(s) of observational data would be ________.
A) attitudes, motivations and values can't be assessed B) perceptual differences among observers C) infrequent behaviors are too expensive to record
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.
Telephone interviewing is the dominant mode of administering questionnaires in ________.
A) the United States B) Canada C) Sweden
A limitation is that online surveys conducted through social media platforms do not encourage committed and credible feedback.
F
A prepaid incentive is sent to only those respondents who complete the survey.
F
According to the text, despite their value, personal in-home interviews are being replaced by telephone interviews.
F
According to the text, using telephone interviews to collect survey data is the least popular method of collecting survey data.
F
An advantage of using mail interviews to collect research data is the ability to control the interviewing environment.
F
CAPI interviewing is inappropriate for conducting B2B research at trade shows or conventions.
F
Disadvantages of using in-home interviewing to collect research data include the potential for interviewer bias and poor sample control.
F
Disadvantages of using telephone interviewing to collect research data include no use of physical stimuli and poor response rates.
F
High interviewer bias is a primary disadvantage of using mail interviews to collect research data.
F
In-home interviewing permits easy interviewer supervision and control as the interviewers are traveling door-to-door.
F
Observational interviews are recognized as a classification for the various methods of collecting survey data.
F
Poor response rates and the potential for interviewer bias are disadvantages of using mall intercept interviews to collect research data.
F
Promised incentives are incentives that are included with the survey or questionnaire.
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.
F
Sugging is fund-raising under the guise of research.
F
Survey questionnaires may be administered in four major modes: (1) telephone interview, (2) personal interviews, (3) mall interviews, and (4) electronic interviews (Figure 7.4 in text).
F
The ability to collect a large quantity of data is an advantage of using telephone interviewing to collect research data.
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.
F
The method of interview that is one of the most popular for collecting survey data is mail interviews.
F
________ is defined as the error due to the interviewer's failure to follow the correct interviewing procedures.
Interviewer bias
Which of the following statements is NOT correct about computer-assisted telephone interviewing (CATI)?
Multiple questions appear on the screen at one time.
________ is the bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results.
Nonresponse bias
________ is an observational research strategy in which human observers record the phenomenon being observed as it occurs.
Personal observation
________ is the ability of the survey mode to reach the units specified in the sample effectively and efficiently.
Sample control
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.
T
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.
T
Advantages of using computer-assisted personal interviewing to collect research data include good response rates and low potential for interviewer bias.
T
An observational research strategy in which mechanical devices, rather than human observers, record the phenomenon being observed is called mechanical observation.
T
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.
T
Compared to mail surveys, e-mail surveys offer time and cost advantages, as well as more flexibility.
T
High social desirability and high cost are disadvantages of using computer-assisted personal interviewing to collect research data.
T
In CAPI, interviewer bias is reduced because the computer administers the interview.
T
Interviewer bias is defined as the error due to the interviewer's not following the correct interviewing procedures.
T
Low sample control and low response rates are disadvantages of using electronic interviewing to collect research data.
T
Many social sites today present an excellent platform for allowing researchers the widespread ability to disseminate questionnaires.
T
Participant blogs and online research communities may be considered to be examples of e-ethnography or netnography.
T
People are more likely to respond and respond sooner to fax surveys than mail surveys.
T
Personal observation is an observational research strategy in which human observers record the phenomenon being observed as it occurs.
T
Sample control is the ability of the survey mode to reach the units specified in the sample effectively and efficiently.
T
The advantages of using electronic interviewing to collect research data include high speed and low cost.
T
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.
T
The advantages of using mall intercept interviews to collect research data include good control of the environment and good response rates.
T
The most common primary data-collection method is the structured direct survey.
T
The percentage of the total attempted interviews that are completed is referred to as response rate.
T
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.
T
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.
T
Use of a formal questionnaire that presents questions in a prearranged order is called structured data collection.
T
Limitations of e-mail surveys include all of the following EXCEPT:
There is inherent self-selection bias
All of the following are advantages of using the survey method EXCEPT:
accuracy.
Which of the following is NOT recognized as an advantage of using mail interviews to collect research data?
good control of environment
All of the following are recognized as disadvantages of using electronic interviewing to collect research data EXCEPT:
high interviewer bias.
The disadvantages of using mail interviews to collect research data include all of the following EXCEPT:
high interviewer bias.
Which of the following is NOT recognized as an advantage of using electronic interviewing to collect research data?
high sample control
Which of the following is NOT mentioned as a disadvantage of social media for conducting surveys?
inability to field more complex questions
All of the following are examples of advantages of using in-home interviewing to collect research data EXCEPT
it permits easy interviewer supervision and control as the interviewers are traveling door-to-door.
Which of the following is NOT an advantage of using telephone interviewing to collect research data?
large quantity of data can be collected
The advantages of using in-home interviewing to collect research data include all of the following EXCEPT:
least expensive.
Which of the following is NOT an advantage of using computer-assisted personal interviewing to collect research data?
low cost
Which of the following is NOT an advantage of using mall intercept interviews to collect research data?
low cost
Which of the following is NOT a disadvantage of electronic methods of data collection?
low social desirability
Which of the following methods of collecting survey data is the least popular?
mail interview
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
The 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?
mall-intercept personal interviews
An observational research strategy in which mechanical devices, rather than human observers, record the phenomenon being observed is called ________.
mechanical observation
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
Which of the following is NOT recognized as a classification for the various methods of collecting survey data?
observational interview
The disadvantages of using mall intercept interviews to collect research data include all of the following EXCEPT:
poor response rate
All of the following are recognized as disadvantages of using computer-assisted personal interviewing to collect research data EXCEPT:
poor response rate.
All of the following are recognized as disadvantages of using telephone interviewing to collect research data EXCEPT:
poor response rate.
All of the following are recognized as disadvantages of using in-home interviewing to collect research data EXCEPT:
poor sample control.
Which of the following elements is NOT included in an Internet survey system?
pre-programmed incentives
Which of the following types of incentives is included with the survey or questionnaire?
prepaid incentive
A(n) ________ is sent to only those respondents who complete the survey.
promised incentive
According to the text, which of the following types of questions does not apply to survey research?
questions regarding observational research
The percentage of the total attempted interviews that are completed is referred to as ________.
response rate
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
Use of a formal questionnaire that presents questions in a prearranged order is called ________.
structured data collection
Which of the following is NOT mentioned as an advantage of social media for conducting surveys?
survey administration is easy to control
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
Which of the following is NOT a category of personal interviewing methods?
telephone
The method of interviewing that is one of the most popular for collecting survey data is the ________.
telephone interview
Which of the following is NOT a relative disadvantage of using personal observation methods?
unsuitable in natural settings
