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Exam 5: Traditional Survey Research

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Question 21

Multiple Choice

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Which of the following is currently the least popular type of data collection?

A) Internet surveys
B) mall-intercept interviews
C) door-to-door interviews
D) telephone surveys

E) A) and B)
F) None of the above

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Question 22

Multiple Choice

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The fact that people in their twenties are more technology savvy than those over the age of forty should be taken into account when determining the population for a survey about new social media options to avoid________________.

A) sample frame error
B) random error
C) population specification error
D) surrogate information error
E) none of the above

F) A) and D)
G) A) and B)

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Question 23

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Most current telephone research is biased due to the fact that many people have abandoned land lines in favor of cell phones.

A ________________ has the advantage that an interviewer can show, explain, and probe for further answers in a public venue.

What types of error would be most likely in each of the following circumstances? a. telephone survey using only a telephone book b. having members of the Dallas Cowboys Cheerleading Squad administer mall intercept interviews c. asking respondents how much they spend on eating out in a year d. mail survey of physicians e. "Please indicate your annual household income." $ _________________

Using a phone book as a sampling frame would not result in sampling frame error.

Measurement error is often a more serious threat to survey accuracy than is random error.

To determine how the same group of respondents feels at different points of time, the researcher must use what kind of study?

When the researcher achieves a very low response rate, he/she should be concerned with ______________.

Which of the following is not a reason surveys have a high rate of usage in marketing research?

What interviews are conducted by running into people in a big shopping area and interviewing them face-to-face?

What refers to the extent to which the questionnaire follows a set sequence or order, has a predetermined wording of questions, and relies on closed-ended question?

The total amount of error in a particular project involving a survey is referred to as random error.

A ________________ has the advantage that a supervisor can monitor the process and excellent samples are obtained. The interviewer will also be able to explain and probe.

The fact that not every household has a published phone number can cause which type of error in telephone surveys?

A ________________ has the advantage the interviewer and any associated biases are eliminated. The respondent is not pressured to reply and they can work at their own pace.

When a researcher uses an incomplete sampling frame for a study, this is referred to as __________.

In the pretesting of a questionnaire, a researcher finds that respondents perceive several of the questions as leading, and others as difficult to understand. If the researcher does not make the necessary revisions to the questionnaire, there will probably be a large amount of which of the following?

What type of problem would a researcher encounter if the interviewers are told they can probe using any real world example they want during a mall-intercept interview?

It is possible for respondents to falsify answers unconsciously.