MKTG - Exam 2

When a research agency conducts all telephone interviews from one location where they can hire a staff of professional interviewers and supervise and control the quality of interviewing more effectively, this is an example of _____.

central location interview

The portion of potential respondents exposed to a hyperlink to a survey who actually click through to view the questionnaire is called the _____.

click rate

Which of the following has typically been shown to produce the highest response rates in mail surveys as an incentive for participation in the study?

monetary incentive

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

Josh received a research questionnaire in the mail. He completed it and sent it back to the marketing researcher. Which type of survey approach is this researcher using?

noninteractive survey approach

People who are not contacted or who refuse to cooperate are called _____.

nonrespondents

Systematic errors are _____ because they include all sources of error other than those introduced directly by the sampling procedure.

nonsampling

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

random sampling

Which of the following occurs when respondents tend to answer questions with a certain slant?

response bias

The number of questionnaires returned or completed divided by the total number of sample members provided a chance to participate is called _____.

response rate

Surveys in which the respondent takes the responsibility for reading and answering questions are called _____.

self administered questionaries

When a restaurant customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for her food that was cold, this is an example of _____.

self selection bias

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

curb stoning

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

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

internet survey

When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, this is an example of _____.

interviewer error

Which of the following has the highest item non-response rate?

mail survey

Which of the following survey research methods offers the lowest degree of respondent anonymity?

mall intercept interview