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Exam 7: Evaluating Survey Data Collection Methods

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Question 1

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Clients who desire high data quality,access to special types of respondents,fast data collection and other advantageous aspects of panel companies understand that these factors will result in considerably more expense than do-it-yourself research.

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B) False

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Question 2

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Explain how online data collection has profoundly changed the marketing research landscape along with reasons the Internet-based questionnaire has become the industry standard for surveys in virtually all high-Internet-penetration countries.

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A data collection method that can screen respondents easily and inexpensively,such as with telephone or Internet modes,is desirable with a low-incidence-rate situation because a great many potential respondents must be contacted but a large percentage of these would not qualify to take the survey.

Historically,survey data collection has been largely driven by technology.The earliest technology was the telephone survey.

Surveys involve interviews with a large number of respondents using a predesigned questionnaire.

Another variation of the self-administered survey is the drop-off survey,which must be self-explanatory because:

Rising nonresponse rates have caused marketing researchers to rethink the use of traditional data collection methods.

Panel companies not only provide efficient data collection,but also often have questionnaire design capabilities,data analysis and dashboards,preset survey schedules,tracking studies,and qualitative research capabilities such as online focus groups,in-home usage tests,and more.

A group self-administered survey entails administering a questionnaire to respondents in groups rather than individually for convenience and to gain economies of scale.

Samples and surveys gained through self-selection are representative of the general population.

Technology opened doors to new data collection methods,which helped solve the nonresponse problem.

Personal interviewers can create trust and understanding that nonpersonal forms of data collection cannot achieve,which eases the ability to collect needed data.

Which survey technique is generally believed to obtain response quality equal to telephone surveys?

Self-administered surveys have several important advantages.Which of the following is NOT one of these important advantages?

While computer technology can result in increases in productivity,there can be high setup costs associated with getting some of these systems in place and operational.

________ are not inexpensive,do not deliver random samples,and are sometimes overworked.

The ________ is characterized by non-responsiveness and self-selection bias.

Telephone surveys have been largely supplanted by Internet-based or online surveys that afford a host of efficiencies.

Mixed-mode or hybrid surveys use multiple data collection methods.Explain the use of mixed-mode surveys and why they can be complex.

Data collection method choice is shaped by ________ such as cultural norms and/or communication or other systems that are in place.