Mktg Research Chp. 7

Having an independent party call back a sample of each interviewer's respondents to verify that they took part in the survey is a way to avoid which of the following? A) interviewer cheating B) human error C) adaptability D) interviewer rapport E) card sorting

A

Karen has just started her first research project for her new firm, Standard Research. After meeting with the project team, Karen knows that the client, Cookies! Cookies! Cookies! (C!C!C!), is interested in statistical analyses to help decide on a new cookie flavor for their "healthy" line. C!C!C! needs to test whether the concept of the new flavor sounds appealing; consumers do not actually need to taste the flavor. Which of the following survey data collection methods should be used to best meet the client's needs? A) telephone interview B) mall intercept C) in-office interview D) in-home interview E) mail survey

A

Online surveys are generally believed to achieve response quality equal to that of: A) telephone surveys. B) drop-off surveys. C) mall-intercept surveys. D) in-office surveys. E) in-home surveys.

A

The four questions of who, what, why and how are relevant to which of the following aspects of conducting surveys? A) tapping the unseen in survey research B) computer-administered surveys C) self-administered surveys D) subgroup analysis E) simplified administration

A

Tom Cardinal, of "Healthy" Cookies, is concerned about the costs of conducting some upcoming research. He understands that mail surveys have some of the lowest costs of all the data collection methods. He asks Jeanne Daniel, marketing research consultant, what would happen if a mail survey were used. Jeanne explained that, compared to online or telephone surveys, a mail survey would have taken much longer, and the response rate would have been: A) under 20 percent. B) between 35 and 37 percent. C) above 60 percent. D) around 30 percent. E) about 55 percent.

A

What type of interview technique could be used if it was not necessary for the researcher to watch the respondent to ensure correct procedures are followed? A) telephone interview B) in-office interview C) in-home interview D) mall-intercept interview E) confidential interview

A

Which of the following is NOT an advantage of computer-administered surveys? A) ability to develop rapport with the respondent B) speed C) error-free interviewing D) use of pictures, videos, and graphics E) possible cost savings

A

Which of the following is NOT an advantage of mail surveys? A) nonresponse B) cost C) no need for interviewer training D) available mailing lists E) no need for interviewer compensation

A

Which of the following is an advantage to the use of survey methods? A) standardization B) high response rates C) nonsuitability to tabulation and statistical analysis D) unique answers for each respondent E) very low cost

A

Which of the following is considered a computer-assisted interview? A) A human uses a computer. B) A database is used to record data. C) A DVD is used to explain the survey. D) A CD-ROM is used to record data. E) A software program is used to progress through a survey.

A

In selecting the proper survey method, researchers balance: A) the cost of the project with what the client is willing to pay. B) the time limitation of the client with the speed at which surveys must be conducted in order to have a profitable research firm. C) the quality of information desired with the requirement to take advantage of today's technology. D) the quality of information desired with time deadlines and budget constraints. E) what their employer wants, in addition to what the researchers want.

D

Adaptability refers to the ability to react to respondent differences. Which survey method is best suited for adaptability? A) computer-administered surveys B) self-administered surveys C) drop-off surveys D) person-administered surveys E) CATI

D

Interview evaluation refers to: A) an evaluation of the quality of the interviews by an editor. B) an evaluation of the interviews by the client/manager. C) an overall procedure for evaluating the quality of the entire interview process. D) respondent anxieties caused by the presence of an interviewer. E) interviewer anxieties caused by the interview procedure.

D

Despite regional differences in the usage of various data collection modes, the highest usage for North America, Europe, and Asia-Pacific alike is in: A) CATI (single mode). B) web surveys (self-completion). C) SMS text messaging (self-completion). D) IVR (interactive voice response). E) mixed mode CATI and web

B

In ________, residents are uncomfortable allowing strangers in their homes. Therefore, ________ surveying is more popular than door-to-door interviewing. A) Canada; mall-intercept B) Scandinavia; telephone and online C) India; fully automated D) Mexico; in-office E) the United States; computer-administered

B

Karl Pittman commissioned a research project from the research firm of ADVICE, INC. The results of the project will be presented in a court case and Karl wonders if the opposing lawyers in the trial will question whether or not the telephone calls, used to collect the data, were actually made. Sue Miller, project director at ADVICE, INC., had thought ahead and verified that the interviews were actually conducted. She used the standard industry method for verification. Which of the following did she use? A) use an interviewer only one time B) call back a sample of the interviewer's respondents to verify that they were interviewed C) have all interviewers take polygraph tests on a regular basis D) pay interviewers to watch their peers E) put video cameras in all work stations

B

Research companies who select shopping malls for the purpose of conducting mall-intercept interviews tend to select malls: A) only in the largest cities. B) that have a regional versus local market area. C) where the crime rates are exceptionally low. D) in cities where interview cooperation E) with a wide variety of shops.

B

The essential objective of the drop-off survey is: A) low cost because there is no mail-out expense. B) to gain a prospective respondent's cooperation. C) to minimize item omission bias. D) not to have to pay interviewers. E) to increase the speed of response.

B

When given a data collection budget, a researcher's choice of the data collection method is: A) enhanced. B) limited to those methods falling within the budget. C) not to be influenced by an arbitrarily determined budget. D) flexible. E) negotiable.

B

Which data collection mode requires interviewers to "navigate around gatekeepers"? A) gatekeeper interviewing B) in-office interviewing C) CATI and CAPI D) CAPI and CATS E) online surveys

B

Which is true regarding a disadvantage of self-administered surveys? A) Because interviewers are not present, evaluation of the interview is impossible. B) The primary burden of respondent understanding is placed upon the questionnaire. C) The primary burden of respondent understanding is placed upon the field editor. D) Respondents feel anxious because they control the administration process. E) Respondents interpret the questions themselves so the questionnaire can be somewhat vague.

B

Which of the following data collection modes comes closest to being patterned after the "man-on-the-street" interview? A) person-on-the-street interview B) mall-intercept interview C) drop-off survey D) mail survey E) interviewer approach interview

B

Which type of interview technique offers the advantages of cost, quality, and speed? A) in-office interview B) telephone interview C) mall-intercept interview D) in-home interview E) "man-on-the-street" interview

B

Advantages of CATI include: A) interviews can be conducted via TV cable. B) cable and TV interviewing may be conducted simultaneously. C) the computer dials the respondent, brings up the questions to the interviewer, and moves ahead to the appropriate question. D) it can be enhanced with the drop-off survey technique. E) setup costs are low.

C

In ________, door-to-door interviewing is popular because ________. A) Canada; face-to-face interaction is preferred B) Scandinavia; residents welcome strangers in their homes C) India; few residents have access to telephones and online computers D) Mexico; door-to-door incentives are popular E) the United States; it is the most reliable data collection method

C

One disadvantage of mall-intercept interviewing is that: A) mall-intercepts, because they require the cooperation of all stores in a mall, are difficult to implement. B) turnover rates are high. C) mall shoppers may not be representative of the target market population. D) interviewers in mall-intercept studies are often distracted by mall activities. E) assault rates of interviewers can be high in some areas

C

One of the main advantages of browser-based mobile data collection is that: A) data can be collected from any region of the world. B) virtually every mobile device worldwide supports SMS as a single global standard. C) it can easily support multi-mode and device-agnostic solutions. D) there is no need to worry about respondents absorbing data collection costs

C

The primary disadvantage of computer-administered surveys is that: A) real-time data capture is error-prone. B) because the data is entered directly into the computer, interview evaluation time is limited. C) costs of design, programming, debugging, and set up are high. D) a limited number of people have access to computers. E) technology anxiety is common

C

What is a technique that is NOT a variation of person-administered surveys? A) in-home interview B) mall-intercept interview C) drop-off survey D) telephone interview E) in-office interview

C

Which of the following data collection modes allows for recruitment and training to be conducted at a central location, monitoring of the actual interviews by a supervisor, checking of completed interviews "on the spot," and control of interviewers' schedules? A) drop-off survey B) CATI or CAPS C) central location telephone interviewing D) traditional telephone interviewing E) central location mall intercepts

C

Which of the following data collection modes would be more appropriate for research on a product requiring demonstration that is targeted to the business-to-business market as opposed to the consumer market? A) CATI B) business-to-business surveying C) in-office interview D) drop-off survey E) detailed online survey with graphics

C

Which of the following is NOT a potential shortcoming of the telephone survey? A) The respondent cannot be shown anything. B) It does not permit the interviewer to make various face-to-face judgments and evaluations. C) It does not permit a high quality sample. D) It does not allow for the observation of body language, facial expressions, or eye contact. E) There is an increased use of answering machines

C

Karen, of Standard Research, contemplates which survey method she will use for a client. She must balance: A) the cost of the project with the level of statistical analysis that will be used. B) the time limitation of the client with the requirement that the surveys be representative. C) the lower quality of information generated by using a totally computer-administered survey with the desire to make additional profits using the latest technology. D) the quality of information desired with time deadlines and budget constraints. E) the wishes of the employees at Standard Research.

D

Some of the major advantages of using online surveys are: A) easy-to-use SPAMBOTS to collect email addresses, lowering cost and increasing speed. B) real time access to data and availability of many respondents attained by sending out randomly selected emails. C) low cost, speed, and sample representativeness. D) low cost, speed, and real-time access to data. E) a high-tech image for the firm.

D

The most popular type of self-administered survey is the: A) group self-administered survey. B) drop-off survey. C) email survey. D) mail survey. E) anonymous survey.

D

The primary disadvantage of Apps mobile data collection is that: A) reporting lags data collection activity significantly. B) logic cannot be easily incorporated. C) specific types of data, such as location-based information and barcode scans, cannot be captured easily. D) they must be developed for each operating system.

D

Typically, mail surveys attain response rates of: A) about 50 percent B) more than 80 percent C) between 30 and 40 percent D) less than 20 percent E) around 75 percent

D

What are some of the problems associated with traditional telephone interviews? A) mistakes in administering the questions B) insufficient call back for not-at-homes C) dishonest interviewers D) all of the above E) A and B only

D

What is NOT a unique advantage of using person-administered surveys? A) feedback B) rapport C) quality control D) speed E) adaptability

D

When time is an important consideration, which data collection method is best? A) mail surveys B) drop-off surveys C) in-home interviews D) telephone surveys E) in-office interviews

D

Which of the following is NOT a method for collecting survey data? A) person-administered surveys B) computer-administered surveys C) self-administered surveys D) multiple modal surveys E) mixed-mode surveys

D

Which of the following is NOT an advantage of self-administered surveys? A) reduced cost B) respondent can control the pace of the survey C) no interviewer apprehension D) considerable interviewer-evaluation apprehension E) respondents may be more honest without an interviewer

D

Which of the following is a NOT a disadvantage of person-administered surveys? A) They are slower than other methods. B) They are more expensive. C) They are prone to errors. D) They are rigid, not adaptable. E) Respondents may fear interview evaluation.

D

Rick Smith, of Smith & Associates Research, has decided that a client's project should use telephone interviewing as the method of data collection. He knows that there are disadvantages to the telephone interview method he has chosen, and he must be ready to discuss these limitations with the client. Which of the following disadvantages will he be discussing? A) mistakes in administering the questions B) insufficient call back for not-at-homes C) dishonest interviewers D) A and B E) A, B, and C

E

Which of the following is NOT a question to consider when choosing a survey method? A) What is the incidence rate? B) How much money is there for data collection? C) How much time is there for data collection? D) What type of respondent interaction is required? E) Which is the easiest method for the researcher?

E

Which of the following is NOT part of the definition of survey? A) interviews B) large number C) predesigned questionnaires D) respondents E) computer

E

Which of the following will increase mail survey response rates? A) use of color B) stamps, rather than preprinted postage paid on the return envelopes C) use of a recognizable brand name D) confidentiality E) use of an alert letter

E

Which of the following would be considered an example of the drop-off survey? A) A researcher brings a questionnaire to a respondent's home and leaves it to be completed. B) A hotel leaves a questionnaire in a room for customers to evaluate their accommodations. C) A retail store offers a customer a survey and promises a gift certificate if they return the questionnaire on their next visit. D) A graduate student hands surveys out to other students to be placed in a drop box when completed. E) All of the above would be considered drop-off surveys

E