Research Marketing Final
Survey software can require someone to answer a question but this too could be seen as unethical. How can the ethical issue best be resolved?
A "do not know" or "prefer not to answer" alternative can be included with the question.
When someone is unwilling to participate in the research and tells the interviewer not to call them again, a "no contact" has occurred.
False
People who provide answers to survey questions are often called ____.
Respondents
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 a quick, often inexpensive, efficient, and accurate means of assessing information about a population.
True
Systematic errors are nonsampling errors.
True
Total survey error contains two major sources: sampling error and systematic error
True
The tendency for respondents to agree with most questions in a survey is known as ____.
acquiescence bias
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 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, ____ has occurred.
deliberate falsification
Which survey method offers the least geographic flexibility?
door-to-door personal interview
Which survey research method is typically the most expensive?
door-to-door personal interview
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
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
When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, ____ has occurred.
interviewer error
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
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 who refuse to participate 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
Systematic errors are also called ____.
nonsmapliyng errors
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
All of the following are advantages of Internet surveys EXCEPT ____.
random sampling
People who are unwilling to participate in a research project are referred to as ____.
refusals
All of the following are typically advantages of Internet survey research EXCEPT that it is ____.
representative of the population
Systematic error is divided into ____.
respondent error and administrative error
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 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
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
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 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
The personal interview is especially useful for obtaining unstructured information.
true
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 five categories of response bias are mutually exclusive from one another.
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 presence of an interviewer typically decreases the response rate in comparison to what would be found with a mail survey.
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