Marketing Research and Analysis Test 2
Which of the following can be considered to be a pretest?
-Screening the questionnaire with other research colleagues -Screening the questionnaire with a client or the research manager who ordered the research -a trial run with data collected from a small number of respondents
Advantages of Internet Surveys
-Speed -Visual Appeal -Accurate real-time data capture
Cover letter for a mail survey should include?
-a description of the incentive for participating in the study -a comment on the postage-paid reply envolope to use to return the survey -a description of how the person was selected for the survey.
Which of the following is an advantage of including a questionnaire in an e-mail?
-lower distribution costs than a mail survey -Faster turnaround time than a mail survey -Faster speed of distribution
Suppose that a mail survey is sent to 220 people and 20 surveys are returned because they were mailed to the wrong address. If completed surveys are received from 60 people, the response rate for this study was?
55.6 percent
For mail surveys, the time period between the first mailing and the cut-off date after which no additional surveys will be analyzed is typically about?
6-8 weeks
A construct is a term used for concepts that are measured.......(couldnt see rest of page)
False
A constuct is a term used for concepts that are measured with single variables
False
Surveys are classified based on the following
-Method of communication -Degrees of structure and disguise in the questionnaire -Time frame in which the data are gathered
Two general categories of systemative errors are type 1 and type 2 errors`
False
All of the following are advantages of survey research except?
Free form errors
Coding household income into above 1000000, between 50k and above 100k is an example of a _____scale
Nominal
Which of the following is the most elementary level of measurement
Nominal scale
People who are not contacted or who refuse to cooperate are called?
Nonrespondents
People who are not contracted or who refuse to cooperate are called _______?
Nonrespondents
When a table of random numbers is used to generate phone numbers that will be called to contact potential respondents in a phone survey, this is called?
Random Digit dialing
What is not an advantage of Internet surveys?
Random Sampling
Which of the following is a way for researcher to equally distribute the effects of extraneous variables to all conditions in the experiment
Randomization
Which type of scale represents the highest form of measurment
Ratio
The number of questionnaires returned or completed divided by the total number of sample members provided a chance to participate is called?
Response rate
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 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
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
An ordinal scale is the simplest type of measurement scale
False
Nonresponse is a type of interviewer error
False
What is your gender---M---F is an example of what type of question
Fixed alternative
Barbara received a phone call asking her to participate in a survey. She told the interviewer that she was too busy and could not participate. This is an example of a(n) _____?
Nonresponse error
Barbara received a phone call asking her to participate in a survey. She told the interviewer that she was too busy and could not participate. This is an example of?
Nonresponse error
Systematic errors are _____ because they include all sources of error other than those introduced directly by the sampling procedure.
Nonsampling errors
Systematic errors are also called:
Nonsampling errors
Name five brands of toothpaste is an example of what type of question
Open ended response
What is the process of identigying scale devices that Correspong to properties of a concept involved in a research process?
Operationalization
Which type of scale is at the most a ranking scale
Ordinal
People who are unwilling to participate in a research project are referred to as _____?
Refusals
The person who answers questions in a mail survey is called a(n)
Respondent
Systematic error is divided into which two general categories?
Respondent error and Administrative error
Which of the following occurs when respondents tend to answer questions with a certain slant?
Response Bias
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 questionaires
Surveys in which the respondent takes the responsibility for reading and answering the questions is called
Self-administered questionaires
All of the following are types of response bias except?
Self-selection bias
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, this is an example of?
Self-selection bias
Which type of question requires the respondent to choose one of two alternatives?
Simple-dichotomy
When an interviewer asks the respondent to state which six salary represents his gross income the previous year, this is an example of?
Structured question
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
All measurements, particularly in the social sciences, contain error
True
Questioning wording and sequence can substantially influence accuracy
True
Systematic errors are non sampling errors
True
The people who answer survey questions are called respondents
True
When an interviewer asks a respondent: "Why do you shot at Macy's department store, that is in example of a(n)?
Unstructured question
Observing the comments made by travelers waiting in line at American airlines in Chicago is an example of _____ observation
Verbal behavior
"Can you tell me more about what you mean by that?" is an example of?
a probe
A callback procedure should be used for all the following situations except
a respondent who answers but refuses to participate
Surveys are classified based on all the following except?
number of questions
What has typically been shown to produce the highest response rates in mail surveys as an incentive for participation in the study?
A monetary incentive
For which of the phone surveys situations should a callback procedur be used
-A busy signal -A respondent who does not answer the phone -A respondent who us not home
Ways to increase response rates for mail surveys?
-Cover letter -Interesting questions -advance notification
Advantages of survey research
-Inexpensive -Efficient -Accurate
The tendency for respondents to agree with most questions in a survey is known as?
Acquiescence bias
All of the following are ways to increase response rates for mail surveys except?
Always revealing the sponsor of the research
What is a single characteristic or fundamental feature of an objective, person, or situation?
Attribute
Which type of survey is a self-administered questionnaire posted on a website?
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
A face-toface communication in which an interviewer asks a respondent questions is called a(n)
Personal interview
Observing the movement of a shopper in a supermarketis an example of?
Physical actions observation
Caroline is participating in an experimental study in which she is taking an herbal supplement/.....
Placebo effect
What refers to some true value of a phenomenon within a population?
Population parameter
_____ refers to some true value of a phenomenon within a population
Population parameter
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
When an interviewer asks a respondent to clarify what he or she meant by a response, this is known as?
Probing
All of the following are advantages of survey research except:
Random
An attempt to re-contact a potential respondent in a phone survey when no one answered the phone on a previous attempt is called a(n)?
Callback
Experiments are widely used in which type of research designs
Casaul
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 Interviewing
Call Interactive, Inc is a telephone survey research firm. Telephone interviewers sit at a computer monitors that display the questions one question at a time along with precoded possible responses for each question. The interviewer reads the question, and when the respondent answers, the interviewer enters hit or her answer directly into the computer. This is an example of?
Computer-assisted telephone interviewing
When answers to a phone survey can be entered directly into a computer to speed up the time needeed for processing this is called?
Computer-assisted telephone interviewing (CATI)
A group of subjects to whom no experimental treatment is administered is called a _____ group
Control
Which type of variable is continuous variable included in a statistical analysis as a way of statistially controlling for variance due to that variable
Covariate
Data collected at a single point in time represents a?
Cross-sectional study
Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist?
Curb-stoning
When a group of experts agrees that a measuring instrument measures what is is suppose to measure, we say that instrument has _____ value
Face
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
Do you own a cell phone? yes---no is an example of which question?
Dichotomy
Which of the following methods offers the lowest degree of geographic flexibility?
Door-to-door personal interview
Which of the following survey research methods is the most expensive?
Door-to-door personal interview
When a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer, this is an example of?
Interviewer bias
Carl is an interviewer, and he is supposed to write down everything respondents say. However, he has difficulty getting everything down. This is an example of?
Interviewer error
"what is your favorite hobby, playing videogames, or what? is an ezample of?
Leading
In light of the current economic crisis do you agree or disagree that the president of US is doing a good job of managing the economy is an example of which type of question?
Loaded
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?
Mail intercept interview
When a respondent is asked to participate in a research study while walking through a shopping mall, this is an example of a(n)
Mall intercept interview
What is the process of describing some property of phenomenon, usually by assigning numbers, in a reliable and valid way?
Measurement
Which type of question sonserves space on a questionare
Multiple grid question
Dichotomus or multiple choise alternatives in fixed alternative questions should not have overlap among categories which means the categories should be?
Mutually exclusive
The cover letter for a mail survey should include all of the following except?
Names of other potential respondents
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
