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Exam 7: Evaluating Survey Data Collection Methods

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Question 31

Multiple Choice

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Some interview techniques do not require the researcher to watch the respondent complete the survey and ensure correct procedures are followed.Which of the following is that type of technique?

A) Mall-intercept interview
B) Telephone interview
C) In-office interview
D) In-home interviews

E) A) and D)
F) All of the above

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Question 32

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Online data collection has profoundly changed the marketing research landscape,particularly in the case of online panels.

A) True
B) False

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Question 33

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If a respondent needs to observe a short video or moving graphic,which method of data collection would be the most appropriate?

Excellent choices under the condition of a short time horizon would be in-home interviews or mail surveys because their logistics benefit from quick turnaround times.

Researchers must take into account several considerations when deciding on a survey data collection mode.Describe and discuss the considerations associated with decisions related to survey data collection modes.

Interviewing businesspeople face-to-face has essentially the same advantages and drawbacks as mall intercept interviewing.

There are three important advantages to self-administered surveys: reduced cost,respondent control,and no interview evaluation apprehension.

Rising to the forefront of data collection is a special kind of marketing research institution known as a panel company.What is a panel company? Under what circumstances would a researcher consider/not consider the use of a panel company?

The"man-on-the-street"interview is closest to which data collection mode?

Which of the following is NOT an advantage of using survey methods?

While person-administered surveys were the industry mainstay,computer-assisted survey methods have grown to a dominant position in emerging countries.

Changes due to technological advances are making the data collection process faster,simpler,more secure,and less expensive with corresponding increasing levels of participation globally.

Generally,mixed-mode surveys afford better coverage of the population,result in somewhat higher response rates,sometimes shorten questionnaire lengths,and may lessen total survey costs.

There are four common variations of person-administered/computer-assisted interviews: the in-home interview,the mall-intercept interview,the in-office interview,and the telephone interview.

In a computer-administered survey,a computer plays an integral role in posing the questions and recording respondents' answers.

If respondents need to see,handle,or experience something,the data collection mode must:

Online surveys have major advantages,which include:

________ has advanced significantly and opened new,efficient ways for marketing researchers to collect data.

Over and above the expense associated with person-administered surveys,there are other disadvantages.Which of the following is NOT a disadvantage of person-administered surveys?

Panel companies have become a popular means of data collection.Which of the following does NOT characterize an advantage of panel companies?