CH 12: Marketing Research Final

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

False

Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist? A. curb-stoning B. auspices bias C. self-selection D. mere-measurement effect

A. curb-stoning

All of the following are advantages of Internet surveys EXCEPT ____. A. random sampling B. speed C. visual appeal D. accurate real-time data capture

A. random sampling

Most survey research is descriptive research

True

Clark was asked to complete a self-administered questionnaire posted at MySurvey.com. What type of survey did Clark complete? A. Internet survey B. mixed-mode survey C. computer-assisted interactive survey D. networked survey

A. Internet survey

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. A. central location interviewing B. single-mode interviewing C. synergistic interviewing D. quick-response interviewing

A. central location interviewing

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? A. interviewer bias B. auspices bias C. administrative bias D. acquiescence bias

A. interviewer bias

Systematic error is divided into ____. A. respondent error and administrative error B. random sampling error and administrative error C. response bias and interview error D. primary error and secondary error

A. respondent error and administrative error

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 ____. A. sample selection error B. acquiescence bias C. social desirability error D. auspices bias

A. sample selection error

Surveys in which the respondent takes the responsibility for reading and answering questions are called ____. A. self-administered questionnaires B. independent questionnaires C. stand-alone surveys D. interactive questionnaires

A. self-administered questionnaires

Which survey method offers the least geographic flexibility? A. telephone interview B. door-to-door personal interview C. Internet survey D. mail survey

B. door-to-door personal interview

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. A. acquiescence error B. interviewer error C. auspices bias D. interviewer cheating

B. 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) ____. A. sample bias B. no contact C. interviewee D. random sampling error

B. no contact

A trial run of a survey with a group of respondents who are representative of the target group for the survey is called a ____. A. callback B. pretest C. drop-off method D. dry run

B. pretest

All of the following are typically advantages of Internet survey research EXCEPT that it is ____. A. relatively low in cost B. representative of the population C. efficient in gathering large amounts of data D. accurate means of collecting information

B. representative of the population

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. A. random sampling error B. self-selection bias C. auspices bias D. social desirability bias

B. 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? A. random sampling bias B. social desirability bias C. administrative bias D. interviewer cheating

B. 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? A. random sampling error B. systematic error C. respondent error D. implementation error

B. systematic error

When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, ____ has occurred. A. interviewer cheating B. auspices bias C. interviewer error D. social desirability bias

C. interviewer error

Which survey research method offers the lowest degree of respondent anonymity? A. telephone interview B. mail survey C. mall intercept interview D. Internet survey

C. mall intercept interview

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

True

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 ____. A. random sampling error B. administrative error C. nonresponse error D. interviewer error

C. nonresponse error

The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey is called ____. A. churn B. return ratio C. response rate D. success rate

C. response rate

The personal interview is especially useful for obtaining unstructured information.

True

People who provide answers to survey questions are often called ____. A. researchers B. clients C. respondents D. users

c. respondents

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

true

Which survey research method is typically the most expensive? A. door-to-door personal interview B. mall intercept personal interview C. telephone interview D. mail survey

A. door-to-door personal interview

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

False

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

True

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

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

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

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

The tendency for respondents to agree with most questions in a survey is known as ____. A. auspices bias B. interviewer bias C. extremity bias D. acquiescence bias

D. acquiescence bias

The purpose of survey research is to collect secondary data

False

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. This issue cannot be resolved, so the question should be removed. B. Respondents can be told in the informed consent process that there are required questions. C. Respondents can be paid or given some other incentive to answer the question. D. A "do not know" or "prefer not to answer" alternative can be included with the question.

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

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. A. nonresponse error B. auspices bias C. interviewer cheating D. deliberate falsification

D. deliberate falsification

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 ____. A. two-stage survey B. pre- and posttest C. multi-media survey D. mixed-mode survey

D. mixed-mode survey

People who cannot be contacted or who refuse to participate are called ____. A. random errors B. biased respondents C. sample selection errors D. nonrespondents

D. nonrespondents

Systematic errors are also called ____. A. random sampling error B. interviewer error C. nonresponse error D. nonsampling errors

D. nonsampling errors

People who are unwilling to participate in a research project are referred to as ____. A. refusals B. deviations C. no contacts D. random errors

D. random errors

Which type of bias occurs when respondents tend to answer questions with a certain slant? A. interviewer bias B. self-selection bias C. self-preservation bias D. response bias

D. response bias

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

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