Deck 10: Information From Respondents: Survey Methods

Question 1

Personal interviewing is characterized by the interaction of four entities: the researcher, the interviewer, the interviewee, and the research environment.

Answer 1

True

Question 2

The researcher who uses a mail survey does not have control over who answers the survey or the order in which the respondent reads the questions.

Answer 2

True

Question 3

The evidence shows that researchers can improve the response rate of a mail survey by personalizing the mail and promising the respondents' anonymity.

Answer 3

False

Question 4

The at home or work interview, in which consumers are interviewed in person in their homes or at their office, has traditionally been considered the best survey method.

Question 5

While telephone interviewing generally has the advantages of being faster and more economical, personal interviewing has fewer administrative problems.

Question 6

Mail surveys are preferred when a large amount of information is required and when the questions are complex.

Question 7

The cost per completed interview is higher in a telephone interview as compared to a personal interview.

Question 8

In purchase intercept technique, the researcher unobtrusively observes the customer make a purchase in a particular product category; then the researcher intercepts the customer for an interview as soon as the purchase has been made

Question 9

The advantage of the purchase intercept technique is that it samples not only the purchasers but also those who influence the purchase decision.

Question 10

The cost per completed interview is generally higher for personal interviewing than for telephone interviewing.

Question 11

The personal interviewing process is characterized by the interaction of three entities: the researcher, the purpose, and the process.

Question 12

Each telephone number has an equal chance of being called in a systematic random digit dialing.

Question 13

The major disadvantage of the purchase intercept technique is that it does not aid in buyer recall.

Question 14

Shopping center interviews are widely used because shoppers are representative of the general population.

Question 15

Self-administered questionnaires are used in countries that have a low telephone ownership.

Question 16

The researcher does not have to deal with selection bias when using a mail panel because panel members are recruited to match the general population.

Question 17

The door-to-door method is not a viable method to do long detailed interviews.

Question 18

One method of coping with nonresponse to mail surveys is to assume that those who take longer to respond are much like nonrespondents and to extrapolate from this group the projected answers of nonrespondents.

Question 19

The major advantage of using a mail panel is a high response rate.

Question 20

Mail surveys apparently produce more accurate responses, but only among those who complete the survey.

Question 21

Personal interview is usually preferred when a large amount of information is required

Question 22

High illiteracy rates plague the effectiveness of mail surveys in the international marketing research context.

Question 23

Random digit dialing is designed to

A) increase the response rate in telephone surveys
B) reduce costs in telephone surveys
C) increase the representativeness of the sample in the telephone interviews
D) relate telephone sampling to street addresses rather than phone book numbers
E) provide the best cost estimates from research suppliers

Question 24

Which of the following is true of telephone interviewing?

A)It is characterized by flexibility and is preferred when a large amount of information is required.
B)It dominates the personal interview with respect to speed, absence of administrative problems, and lower cost per completed interview.
C)It is regularly scheduled, with questions provided by a number of clients.
D)It does not give the researcher adequate control over a number of variables and may make it hard for the researcher to predict
Response rates.
E)None of the above.

Question 25

People changing their email addresses very often does not create problems for well-defined samples.

Question 26

In international marketing research, telephone interviews are always advantageous

Question 27

Web-based surveys need continuous monitoring to determine its direction, appropriate use and long term effectiveness

Question 28

A mail panel is a representative sample of people who have agreed to participate in a limited number of mail surveys each year.

Question 29

Types of interviewing from most to least common are

A)personal door-to-door, mail, and telephone.
B)mail, personal door-to-door, and telephone.
C)personal door-to-door, telephone, and mail.
D)telephone, mail, and personal door-to-door.
E)telephone, personal door-to-door, and mail.

Question 30

An omnibus survey questionnaire is made up of sequences of questions that are provided by different clients, on diverse topics.

Question 31

Telephone interviewing does not give rise to sample bias

Question 32

Screening questions are usually asked first to minimize fieldwork costs or to enhance a study's cost‐effectiveness.

Question 33

e-research surveys have lower response rate, statistical value and validity.

Question 34

Personal interviewing is a dominant mode of data collection outside the United States.

Question 35

A survey conducted by a market research service which can be purchased by any organization and customized by adding one or more questions of its choice is called

A) audit
B) non-profit study
C) panel survey
D) omnibus survey
E) test market survey

Question 36

Long and complicated questionnaires are generally best handled in

A)telephone interviews.
B)omnibus surveys.
C)personal interviews.
D)mail surveys.
E)all of these.

Question 37

In international industrial marketing research, use of telephone surveys may be more effective as compared to the international consumer research.

Question 38

Executive interviewing involves interviewing business people at their offices about industrial products and services, and is very expensive

Question 39

Which of the following is true about computer scanner check-outs ? i) They record purchases by passing them over a laser scanner ii) One of their advantages to the researcher is the ability to look at data over short periods of time iii) Consumers' purchase data can be instantly accessed

A) i
B) ii
C) iii
D) ii and iii
E) I, ii and iii

Question 40

A researcher who must collect survey data as inexpensively as possible will probably choose a

A)telephone interview.
B)shopping center intercept interview.
C)mail survey.
D)personal door-to-door interview.
E)telephone call, followed by a personal survey.

Question 41

In door-to-door interviewing

A)consumers are interviewed in person in their homes.
B)business people are interviewed at their offices concerning industrial products or services.
C)interviewers randomly approach respondents.
D)no interviewer is involved
E)none of the above.

Question 42

Which of the following statements is correct?

A)The response rate of a mail panel is typically higher than that of a mail survey.
B)The response rate of a mail panel is typically lower than that of a mail survey.
C)The response rate of a mail panel is exactly the same as that of a mail survey.
D)The response rate of a mail panel is roughly the same as that of a mail survey.
E)None of the above

Question 43

The most popular primary data collection method in marketing research is

A)observation.
B)survey.
C)focus group.
D)experiment.
E)none of the above.

Question 44

A researcher who wants to survey a special sample of a small subgroup of the population would be advised to use a

A)mail panel.
B)telephone interview.
C)personal door-to-door interview.
D)shopping center intercept interview.
E)none of the above.

Question 45

The disadvantages) of self-administered surveys isare)

A)inadequate control over whether the addressee answered the survey, or not.
B)inadequate control over the extent of understanding of the questions by the respondents.
C)the respondent can choose to not answer the questions in the intended order.
D)inadequate control over the speed at which respondents mail back their responses
E)all of the above.

Question 46

Validity of online surveys depends on

A)Sample selection
B)Survey design
C)Response tendencies
D)Technology challenges.
E)All of the above

Question 47

In executive interviewing

A)consumers are interviewed in person in their homes.
B)business people are interviewed at their offices concerning industrial products or services.
C)interviewers randomly approach respondents in the malls.
D)no interviewer is involved
E)none of the above.

Question 48

The method wherein the respondent is seated at a computer terminal and enters the responses is

A)computer assisted telephone interviewing.
B)computer interactive interviewing.
C)computerized personal interview.
D)computer assisted personal interview.
E)none of the above.

Question 49

Omnibus Surveys

A)dominate the personal interview with respect to speed, absence of administrative problems, and lower cost per completed interview.
B)does not give the researcher adequate control over a number of variables and may make it hard for the researcher to predict
Response rates.
C)are scheduled personal interview surveys with questions provided by a number of clients.
D)combine both in-store observation and in-store interviewing to asses shopping behavior.
E)none of the above.

Question 50

Purchase Intercept technique

A)dominates the personal interview with respect to speed, absence of administrative problems, and lower cost per completed interview.
B)It does not give the researcher adequate control over a number of variables and may make it hard for the researcher to predict
Response rates.
C)is to schedule personal interview surveys with questions provided by a number of clients.
D)combines both in-store observation and in-store interviewing to asses shopping behavior.
E)none of the above.

Question 51

All of the following have been found to influence the response rate in mail surveys except

A)follow-up letters.
B)personalized mail.
C)persuasive cover letters.
D)providing stamped return envelopes.
E)monetary incentives.

Question 52

In mall intercept surveys

A)consumers are interviewed in person in their homes.
B)business people are interviewed at their offices concerning industrial products or services.
C)interviewers randomly approach respondents.
D)no interviewer is involved
E)none of the above.

Question 53

The choice of sampling units in e-research is in the form of

A)E-mail addresses
B)Electronic subscription groups
C)Heavily visited web sites
D)All of the above

Question 54

The interviewer reads the question and enters the responses.The computer skips ahead to the next appropriate question.This method is

A)computer assisted telephone interviewing.
B)computer interactive interviewing.
C)computerized personal interview.
D)computer assisted personal interview.
E)none of the above.

Question 55

Self-administered questionnaires are useful for

A)a captive audience.
B)a highly educated audience.
C)highly motivated individuals.
D)highly knowledgeable subjects.
E)none of the above.