Question 1

Telephone surveys have the potential to provide a high-quality sample.

Accepted Answer

A) True 
 B)False

Question 2

Variations of the drop-off method include handing out the surveys to people at their places of work and asking them to fill them out at home and then to return them the next day.

Accepted Answer

A) True 
 B)False

Question 3

Mail surveys suffer from low response rates.

Accepted Answer

A) True 
 B)False

Question 4

Self-selection bias is a factor to consider in mail surveys.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is a data collection mode in which an interviewer reads questions,either face-to-face or over the telephone,to the respondent and records the answers?

Accepted Answer

A)  person-administered survey
B)  computer-administered survey
C)  self-administered survey
D)  hybrid survey
E)  mixed-media surveyF) C) and E)
G) A) and E)

Question 6

Mixed mode surveys are sometimes referred to as ________ surveys.

Accepted Answer

A)  multiple response
B)  bimodal
C)  hybrid
D)  modi
E)  doubleF) None of the above
G) A) and E)

Question 7

Which of the following is discussed in your text with respect to data collection methods and cultural norms?

Accepted Answer

A)  In Scandinavia, residents are uncomfortable allowing strangers in their homes.
B)  In India, less than 10% of the residents have a telephone, and online access is very low; therefore door-to-door interviewing is used often.
C)  In South America, door-to-door interviewing is used often.
D)  In Canada, where incentives are typically not offered to prospective respondents, there is heavy use of telephone surveys, but online research continues to grow.
E)  In China, face-to-face interviews embody respect and are preferred.F) A) and B)
G) A) and C)

Question 8

Which of the following was NOT discussed as a way that "Online data collection has profoundly changed the marketing research landscape,particularly in the case of online panels"?

Accepted Answer

A)  Company managers can retrieve tabulated customer reactions on a daily basis.
B)  Online surveys are generally believed to effect response quality equal to telephone or mail surveys.
C)  Because the researcher can monitor the progress of the online survey on a continual basis, it is possible to spot problems with the survey and to make adjustments to correct these problems.
D)  The speed, convenience, and flexibility of online surveys make them very attractive.
E)  Online questionnaires afford a great deal of control to marketing researchers, normally with the survey being self-administered.F) A) and E)
G) All of the above

Question 9

When given a low data collection budget,a researcher's choice of the data collection method is typically limited to:

Accepted Answer

A)  person-administered methods and in-office interviewing
B)  mail, online and telephone
C)  mail, in-home and out-of-office interviewing
D)  mall intercept and mail
E)  in-home, online or in-office interviewingF) B) and D)
G) A) and D)

Question 10

Which of the following was NOT mentioned as a possible humans error with person-administered survey?

Accepted Answer

A)  Interviewers may treat people differently based on their personal biases.
B)  Interviewers may ask questions out of sequence.
C)  Interviewers may inadvertently change the wording of a question.
D)  Interviewers may inadvertently change a questions' meaning altogether.
E)  People can make mistakes recording the information provided by the respondent.F) B) and D)
G) All of the above

Question 11

Which of the following is NOT an advantage of self-administered surveys?

Accepted Answer

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)  none of the aboveF) C) and E)
G) None of the above

Question 12

Which is true regarding a disadvantage of self-administered surveys?

Accepted Answer

A)  since 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)  reduced cost
E)  none of the aboveF) A) and D)
G) C) and E)

Question 13

Surveys conducted without the presence of an agent--human or computer--are referred to as self-administered surveys.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is NOT true of group-administered surveys?

Accepted Answer

A)  Variations for group-administered surveys are limitless.
B)  Students can be administered surveys in their classes.
C)  Twenty to thirty people might be recruited to view a television program sprinkled with test commercials.
D)  The researcher will often compensate the group with a monetary payment as a means of recruiting the support of the group's leaders.
E)  A survey administrator works the whole group through the survey as a group, rather than an individual pace.F) B) and E)
G) A) and E)

Question 15

Self-administered surveys eliminate interviewer-evaluation apprehension.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is the survey method that now surpasses all other survey modes?

Accepted Answer

A)  Person-administered surveys
B)  Computer-administered surveys
C)  Hybrid surveys
D)  Self-administered surveys
E)  Mixed-media surveysF) B) and D)
G) A) and B)

Question 17

One disadvantage of mall-intercept interviewing is:

Accepted Answer

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)  shoppers may not be shown pictures or graphsF) B) and E)
G) A) and B)

Question 18

The firm Common Knowledge provides clients with the option to design their own surveys or utilize their programming services.

Accepted Answer

A) True 
 B)False

Question 19

One of the advantages of the person-administered survey is that the interviewer is able to respond to questions asked by respondents.

Accepted Answer

A) True 
 B)False

Question 20

In CATI systems questionnaires are left with the respondent to complete at a later time.

Accepted Answer

A) True 
 B)False

Exam 6: Data Collection Methods

Surveys conducted without the presence of an agent--human or computer--are referred to as self-administered surveys.

Correct AnswerverifiedShow Answer

When given a low data collection budget,a researcher's choice of the data collection method is typically limited to:

Correct AnswerverifiedShow Answer

Self-administered surveys eliminate interviewer-evaluation apprehension.

Correct AnswerverifiedShow Answer

Mixed mode surveys are sometimes referred to as ________ surveys.

Correct AnswerverifiedShow Answer

In CATI systems questionnaires are left with the respondent to complete at a later time.

Correct AnswerverifiedShow Answer

Which of the following is NOT true of group-administered surveys?

Correct AnswerverifiedShow Answer

The firm Common Knowledge provides clients with the option to design their own surveys or utilize their programming services.

Correct AnswerverifiedShow Answer

Self-selection bias is a factor to consider in mail surveys.

Correct AnswerverifiedShow Answer

Telephone surveys have the potential to provide a high-quality sample.

Correct AnswerverifiedShow Answer

Variations of the drop-off method include handing out the surveys to people at their places of work and asking them to fill them out at home and then to return them the next day.

Correct AnswerverifiedShow Answer

Mail surveys suffer from low response rates.

Correct AnswerverifiedShow Answer

Which of the following is NOT an advantage of self-administered surveys?

Correct AnswerverifiedShow Answer

Which is true regarding a disadvantage of self-administered surveys?

Correct AnswerverifiedShow Answer

One disadvantage of mall-intercept interviewing is:

Correct AnswerverifiedShow Answer

Which of the following is discussed in your text with respect to data collection methods and cultural norms?

Correct AnswerverifiedShow Answer

Which of the following was NOT discussed as a way that "Online data collection has profoundly changed the marketing research landscape,particularly in the case of online panels"?

Correct AnswerverifiedShow Answer

Which of the following is the survey method that now surpasses all other survey modes?

Correct AnswerverifiedShow Answer

Which of the following is a data collection mode in which an interviewer reads questions,either face-to-face or over the telephone,to the respondent and records the answers?

Correct AnswerverifiedShow Answer

One of the advantages of the person-administered survey is that the interviewer is able to respond to questions asked by respondents.

Correct AnswerverifiedShow Answer

Which of the following was NOT mentioned as a possible humans error with person-administered survey?

Correct AnswerverifiedShow Answer

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