Burns05 Tif 09

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Chapter 9: Survey Data-Collection Methods

Chapter 9

SURVEY DATA-COLLECTION METHODS

GENERAL CONCEPT MULTIPLE CHOICE QUESTIONS

1.The Himalayan research project mentioned in the text used ________ for data collection.a. surveys

b. content analysesc. ethnographies

d. A and Ce. B and CAnswer: (a) Difficulty: (Easy) Page: 236

2. Which of the following is part of the definition of surveys?

a.interviews

b.large number of respondents

c.predesigned questionnaires

d.All of the above

e.None of the above

Answer: (d) Difficulty: (Moderate) Page: 2343.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 respondente. very low cost

Answer: (a) Difficulty: (Moderate) Page: 2354.Recording a consumer's motives in purchasing a Jaguar automobile would be an example of:

a. tapping the unseen in survey research

b. computer-administered surveys

c. self-administered surveys

d. subgroup analysise. mail surveys

Answer: (a) Difficulty: (Easy) Pages: 2352365.Which of the following is a method for collecting survey data?

a. person-administered surveys

b. computer-administered surveys

c. self-administered surveys

d. a and c onlye. All of the above

Answer: (e) Difficulty: (Easy) Page: 2376.What is NOT a unique advantage to using person-administered surveys?

a. feedback

b. rapport

c. quality control

d. speede. adaptability

Answer: (d) Difficulty: (Moderate) Pages: 2382397.Adaptability refers to the ability to respond to respondent differences. Which method is best suited for adaptability?

a. computer-administered surveys

b. self-administered surveys

c. drop-off surveys

d. person-administered surveys

e. CATI

Answer: (d) Difficulty: (Moderate) Page: 2398.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.Answer: (d) Difficulty: (Moderate) Page: 2399.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

Answer: (a) Difficulty: (Moderate) Page: 24010.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 evaluation of the quality of the entire interviewing process

d. respondent anxieties caused by the presence of an interviewere. interviewer anxieties caused by the interview procedure

Answer: (d) Difficulty: (Difficult) Page: 24011.The primary disadvantage of computer-administered surveys is that:

a. real-time data capture provides error-prone data

b. because the data is entered directly into the computer, interview evaluation time is limited

c. costs of design, programming, debugging, and set up

d. limited number of people with access to computerse. technology anxiety

Answer: (c) Difficulty: (Moderate) Page: 24112.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. there is no interviewer apprehension

d. there is considerable interviewer-evaluation apprehension

e. a respondents may be more honest without an interviewer

Answer: (d) Difficulty: (Difficult) Page: 24213.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.Answer: (c) Difficulty: (Moderate) Page: 24214.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

Answer: (c) Difficulty: (Moderate) Page: 24315.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 surveye. interviewer approach interview

Answer: (b) Difficulty: (Moderate) Page: 24516.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 rates are the highest

e. with a wide variety of shops

Answer: (b) Difficulty: (Moderate) Page: 24517.One disadvantage of mall-intercept interviewing is:

a. mall-intercepts, because they require the cooperation of all stores in a mall, are difficult to implement

b. have high turnover rates

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. high assault rates of interviewers

Answer: (c) Difficulty: (Moderate) Page: 246

18.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


19.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

Answer: (b) Difficulty: (Difficult) Page: 24720.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 interviews

Answer: (a) Difficulty: (Easy) Page: 24721.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

Answer: (b) Difficulty: (Moderate) Page: 24722.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. The increased use of answering machines.

Answer: (c) Difficulty: (Easy) Pages: 24724823.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. None of the above

Answer: (d) Difficulty: (Moderate) Page: 249

24.Which of the following is a standard method of verifying that a telephone interviewer did, in fact, conduct interviews he or she has reported?

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 peerse. put video cameras in all work stations

Answer: (b) Difficulty: (Moderate) Page: 24925.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 completed interviews "on the spot," and offers 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

Answer: (c) Difficulty: (Moderate) Pages: 249250

26.Which of the following is considered a computer-assisted interview?

a. a human uses a computer

b. there is no human, instead a voice (synthesized) is used by the computer

c. both a and b

d. a CD-ROM is used to record data



27.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. can be enhanced with the drop-off survey technique

e. low setup costsAnswer: (c) Difficulty: (Moderate) Page: 251

28.Which of the following best describes CATI's Achilles' heel?a. the need for a telephone interviewer; a real problem for global research

b. the need for intensive CATI training

c. the need for regulations to be standardized between different CATI manufacturers

d. the lack of CATI manufacturerse. CATI is illegal in four states, and phone numbers from these states must be left out of call lists

Answer: (a) Difficulty: (Difficult) Page: 253

29.Some of the major advantages of using online surveys are:

a. It is easy to use SPAMBOTS to collect e-mail addresses and this lowers the cost and increases speed.

b. real time access to data and availability of many respondents by sending out randomly selected e-mails

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

Answer: (d) Difficulty: (Moderate) Page: 25330.If the number of people who take the online survey is much less than the number invited to participate, which of the following improvements could be made?a. make the survey shorterb. hint at an incentivec. play up the marketing hype

d. remove the survey topic to avoid confusione. avoid reference to a sponsor company to reduce biasAnswer: (a) Difficulty: (Difficult) Page: 25431.The most popular type of self-administered survey is the:

a. group self-administered surveysb. drop-off surveys

c. e-mail surveys

d. mail surveys

e. anonymous surveys

Answer: (d) Difficulty: (Moderate) Page: 25532.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 have to pay interviewerse. increase the speed of response

Answer: (b) Difficulty: (Moderate) Page: 256

33.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.

Answer: (e) Difficulty: (Moderate) Page: 25734.Which of the following are serious disadvantages to the mail surveys?

a. nonresponse

b. interview evaluation

c. self-selection bias

d. both a and c

e. both b and c

Answer: (d) Difficulty: (Moderate) Page: 257

35.Typically mail surveys attain response rates of:

a. about 50 percent

b. more than 80 percentc. between 30 and 40 percentd. less than 20 percente. around 75 percentAnswer: (d) Difficulty: (Difficult) Page: 257

36.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


Answer: (e) Difficulty: (Difficult) Page: 25737.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 with 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 with what they want

Answer: (d) Difficulty: (Moderate) Page: 25938.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

Answer: (d) Difficulty: (Easy) Page: 260

39.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. flexiblee. negotiable


TRUE/FALSE QUESTIONS

40.Surveys are the most widely used method of data collection in marketing research.

Answer: (True) Difficulty: (Easy) Page: 23441.One of the advantages of surveys is that they can tap the "unseen": motives, interests, attitudes, and intentions.

Answer: (True) Difficulty: (Easy) Page: 23542.Surveys allow for large samples, which are suitable for tabulation and statistical analysis.

Answer: (True) Difficulty: (Moderate) Page: 23643.The three major ways to collect data are: have a person ask the questions, have a computer assist or conduct the questioning, or allow the respondents themselves to complete the survey.

Answer: (True) Difficulty: (Moderate) Page: 23744.One of the advantages of the person-administered survey is that the interviewer is able to respond to questions asked by respondents.

Answer: (True) Difficulty: (Easy) Page: 23845.One of the disadvantages of computer-administered surveys is that they cannot depict pictures, video, or other graphics to the respondent.

Answer: (False) Difficulty: (Easy) Page: 24046.Real-time capture of data is available only through the use of in-home interviewing provided the researcher has a modem and may transmit the survey results to a computer shortly after the interview.

Answer: (False) Difficulty: (Moderate) Page: 24047.Interview evaluation refers to the fact that some people become anxious about the possible reactions the interviewer may have to their answers to survey questions.

Answer: (True) Difficulty: (Difficult) Page: 24048.Surveys conducted without the presence of an agenthuman or computerare referred to as self-administered surveys.

Answer: (True) Difficulty: (Easy) Page: 24149.Whereas self-administered surveys are faster than personal or computer-assisted surveys, they have the highest cost.

Answer: (False) Difficulty: (Moderate) Page: 24250.Self-administered surveys eliminate interviewerevaluation apprehension.

Answer: (True) Difficulty: (Moderate) Page: 24251.Self-administered surveys place a very high premium on proper questionnaire design.

Answer: (True) Difficulty: (Moderate) Page: 24252.It is believed that conducting an interview in the respondent's home improves the quality of the data and facilitates the rapport between interviewer and interviewee.

Answer: (True) Difficulty: (Moderate) Page: 24553.All malls allow for as many research firms who wish to do so to intercept shoppers in the malls because it attracts more customers to the malls.

Answer: (False) Difficulty: (Difficult) Page: 24554.Because shopping malls usually draw customers from a large area, they excel in terms of providing representative samples.

Answer: (False) Difficulty: (Moderate) Page: 246

55.A disadvantage of in-office interviews is that interviewers must be at a certain place at an exact time.

Answer: (True) Difficulty: (Moderate) Page: 24756.An advantage of in-office interviews is that they have low costs.

Answer: (False) Difficulty: (Moderate) Page: 24757.Telephone surveys have the potential to provide a high-quality sample.

Answer: (True) Difficulty: (Moderate) Page: 24758.Telephone surveys, although yielding high-quality samples, do not have fast turnaround times. This is why they are rarely used for political polling.

Answer: (True) Difficulty: (Moderate) Page: 24759.Telephone surveys may be preferable to face-to-face surveys when the topics being addressed are sensitive.

Answer: (True) Difficulty: (Difficult) Page: 24860.Because respondents are comfortable in their own homes, very long surveys are most appropriate when administered by the telephone survey method.

Answer: (False) Difficulty: (Moderate) Page: 24961.Traditional telephone interviewing offers opportunities for interviewer cheating.

Answer: (True) Difficulty: (Moderate) Page: 24962.Central location telephone interviewing is in many ways the research industry standard.

Answer: (True) Difficulty: (Easy) Page: 24963.Central location telephone interviewing offers good control of interviewers.

Answer: (True) Difficulty: (Moderate) Page: 25064.The CATI approach has many benefits, but it does not eliminate the need for editing completed questionnaires.

Answer: (False) Difficulty: (Difficult) Page: 25165.With CATI systems, tabulations may be run at any time during the study and, as a result, questions may be added or deleted from the study.

Answer: (True) Difficulty: (Moderate) Page: 25166.In CATI systems questionnaires are left with the respondent to complete at a later time.

Answer: (False) Difficulty: (Moderate) Page: 25167.A CATI is a form of person-administered interview.

Answer: (False) Difficulty: (Easy) Page: 25168.CAPI stands for computer-assisted personal interviewing.

Answer: (True) Difficulty: (Difficult) Page: 25269.With a CATS system, interviews are conducted entirely by computers.

Answer: (True) Difficulty: (Moderate) Page: 25270.Online surveys are making profound changes in the marketing research landscape.

Answer: (True) Difficulty: (Easy) Page: 25371.One of the disadvantages of online surveys is that they may lack sample representativeness.

Answer: (True) Difficulty: (Moderate) Page: 25572.Drop-off surveys are especially appropriate for local market research undertakings in which travel is necessary but limited.

Answer: (True) Difficulty: (Difficult) Page: 25673.Self-selection bias is very strong in in-home interviewing.

Answer: (False) Difficulty: (Difficult) Page: 25774.Mail surveys suffer from low response rates.

Answer: (True) Difficulty: (Easy) Page: 25975.Key factors influencing the choice of a survey data collection method include the researchers' time and budget.

Answer: (True) Difficulty: (Moderate) Page: 259

APPLICATION QUESTIONS76.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 surveyAnswer: (a) Difficulty: (Difficult) Page: 24777.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 usedb. 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 ResearchAnswer: (d) Difficulty: (Moderate) Page: 259

78.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 theses 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

Answer: (e) Difficulty: (Moderate) Page: 24979.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


80.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 percentAnswer: (a) Difficulty: (Difficult) Page: 257

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