Deck 5: Survey Research

Question 1

Refusals occur when people are unable to be contacted to participate in research.

Answer 1

False

Question 2

The statistical differences between a perfect survey and a survey that includes only those who responded (including those who failed to respond) are referred to as sample selection error.

Answer 2

False

Question 3

A self-selection bias occurs when respondents intentionally or unintentionally provide information that misrepresents the truth.

Answer 3

False

Question 4

In a mall interview, the researcher must recognise that he or she should be looking for a representative sample of the total population.

Question 5

A survey is a method of gathering primary data that is based on communication with all individuals in the target population.

Question 6

A random bias exists when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter.

Question 7

Two general types of random sampling error are respondent error and administrative error.

Question 8

Auspices bias is a type of response bias caused by individuals' responses being influenced by the organisation conducting the study.

Question 9

The type of information collected in surveys is predominantly driven by the respondents.

Question 10

Surveys are a slow and expensive means of assessing information about a population.

Question 11

Social desirability bias is a type of response bias that results because individuals tend to agree with all questions or to concur with a particular position.

Question 12

An advantage of cross-sectional designs is that they measure behaviour and attitudes over a period of time.

Question 13

A business that selects its sample from the phone book will have some random sampling error, because unlisted numbers are not included.

Question 14

Statistical errors in survey research can be avoided by ensuring the sample is randomised.

Question 15

A researcher who must ask highly confidential questions may use a mail survey to avoid interviewer bias.

Question 16

Systematic error is a statistical fluctuation that occurs because of chance variation in the elements selected for a sample.

Question 17

Response rates in email and online surveys have been found to be higher than in traditional survey methods.

Question 18

An advantage of kiosk interactive surveys, where respondents interact with an on-site computer, is that they can be used to help reduce self-selection bias.

Question 19

In survey research, increasing the sample size reduces systematic error.

Question 20

Acquiescence bias is a type of response bias that results because individuals tend to use extremes when responding to questions.

Question 21

To investigate fashion shopping habits, a researcher conducts mall intercept interviews with female shoppers during the day. Which type of administrative error is likely to occur?

A) Interviewer error
B) Sample-selection error
C) Data-processing error
D) Interviewer cheating

Question 22

The statistical differences between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond are referred to as:

A) nonresponse errors.
B) random sampling errors.
C) respondent errors.
D) refusal errors.

Question 23

Tracking studies assess aggregate trends over time, but do not allow you to track individuals over time.

Question 24

An advantage of door-to-door personal interviews is the low item non-response rate.

Question 25

When a respondent tells an interviewer that his annual income last year was $40 000 (because he is embarrassed to admit that it was $20 000), it is an example of:

A) nonresponse error.
B) auspices bias.
C) extremity bias.
D) social desirability bias.

Question 26

Which type of response bias is likely to occur when an interviewer tries to save time by shortening the questions posed to respondents?

A) Social desirability bias
B) Self-selection bias
C) Interviewer bias
D) Acquiescence bias

Question 27

Asking the respondent 'Why do you prefer to shop at David Jones?' is an example of a structured question.

Question 28

Due to the unstructured nature of personal interviews they are free from interviewer bias.

Question 29

Which of the following types of response bias is particularly prominent in new product research?

A) Acquiescence bias
B) Auspices bias
C) Social desirability bias
D) Extremity bias

Question 30

Cross-sectional studies are sometimes called cohort studies.

Question 31

A statistical fluctuation that occurs because of chance variation in the elements selected for a sample is known as a:

A) systematic error.
B) random sampling error.
C) self-selection error.
D) non-sampling error.

Question 32

Screening the questionnaire with other research professionals is a form of pretesting.

Question 33

An advantage of conducting personal interviews is that you can demonstrate new product ideas through the use of props and visual aids.

Question 34

Which type of response bias is likely to occur when respondents are interviewed by organisations that they hold in high esteem?

A) Social desirability bias
B) Auspices bias
C) Extremity bias
D) Acquiescence bias

Question 35

A major advantage of mail surveys is that they have low item nonresponse rate.

Question 36

When a hotel customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for room service to deliver his dinner, it is an example of:

A) acquiescence bias.
B) extremity bias.
C) self-selection bias.
D) auspices bias.

Question 37

A bias that occurs because people who feel strongly about a subject are more likely to respond to survey questions than people who feel indifferent about it is referred to as:

A) extremity bias.
B) social desirability bias.
C) self-selection bias.
D) auspices bias.

Question 38

In survey research, a refusal is said to occur when a person is:

A) unwilling to participate in the research.
B) inaccessible on the first and second contact attempts.
C) not contacted to participate in the research.
D) not suitable to take part in the research.

Question 39

The anonymity of self-administered questionnaires can reduce social desirability bias.

Question 40

When a participant conceals information to avoid embarrassment they cause a response bias in the data.

Question 41

Which of the following is not a characteristic of telephone interviews?

A) They can provide representative samples.
B) They are becoming relatively expensive.
C) They can collect data quickly.
D) They are more impersonal than face-to-face interviews.

Question 42

Suppose that a mail survey is sent to 400 people, and 30 surveys are returned because they were mailed to the wrong address. If completed surveys were received from 120 people, what is the response rate for this study (rounded off to the nearest whole number)?

A) 20 per cent
B) 23 per cent
C) 32 per cent
D) 38 per cent

Question 43

Samsung would like to showcase its latest LED television and gather some feedback about consumers' viewing experiences. Which of the following survey methods would be most appropriate?

A) Mall intercept interview
B) Mail survey
C) Internet survey
D) Telephone interview

Question 44

A screening procedure that involves a trial run with a group of respondents to iron out fundamental problems in the survey design is known as:

A) probing.
B) pretesting.
C) callback.
D) follow-up.

Question 45

Which of the following statements about internet surveys is false?

A) Even with internet surveys, self-selection bias may still exist.
B) Internet surveys allow researchers to sample a large audience from around the globe.
C) Internet surveys allow researchers to personalise individual messages on questionnaires.
D) With internet surveys, respondents can be assured that personal information will remain private.

Question 46

The incidence of refusal for mall intercept interviews is about:

A) 20 per cent.
B) 35 per cent.
C) 50 percent.
D) 65 per cent.

Question 47

Which of the following statements about email surveys is not true?

A) The speed of email distribution and the quick response time can be major advantages for surveys with time-sensitive issues.
B) Email is a relatively new method of communication, and many individuals cannot be reached via this method.
C) Response rates in email surveys have been found to be higher than in traditional survey methods.
D) The guidelines for mail surveys apply to email surveys.

Question 48

Which of the following survey methods is most appropriate when the researcher needs to ask highly confidential questions?

A) Mail survey
B) Mall intercept personal interview
C) Telephone interview
D) Door-to-door personal interview

Question 49

Which of the following might be the best method to survey people in less developed countries?

A) Mail survey
B) Internet survey
C) Personal interview
D) Telephone interview

Question 50

Which of the following survey methods would be likely to result in a high probability of respondents misunderstanding questions?

A) Mall intercept interview
B) Door-to-door interview
C) Telephone interview
D) Mail survey

Question 51

If a respondent's answer is too vague during a personal interview, and the interviewer says, 'Can you tell me more about what you had in mind?', it is an example of a:

A) probe.
B) pretest.
C) callback.
D) follow-up.

Question 52

When an interviewer asks a respondent, 'When was the last time you attended a concert?', it is most likely to result in a(n):

A) unconscious misrepresentation.
B) deliberate falsification.
C) extremity bias.
D) refusal error.

Question 53

When an interviewer asks a respondent, 'Why do you shop at Coles?', it is an example of which type of question?

A) Disguised
B) Structured
C) Unstructured
D) Ill-defined

Question 54

Of the following survey methods, which is the easiest and quickest to execute a follow-up procedure?

A) Door-to-door personal interview
B) Mall intercept personal interview
C) Telephone interview
D) Mail survey

Question 55

When data need to be collected as quickly as possible from a large sample, the most appropriate survey method would be:

A) door-to-door interview.
B) mall intercept interview.
C) internet survey.
D) mail survey.

Question 56

Which of the following statements about self-administered questionnaires is not true?

A) They rely on the clarity of the written word.
B) They rely on the skills of the interviewer.
C) They are relatively inexpensive compared with personal and telephone interviews.
D) They can be filled out when respondents have time.

Question 57

Which of the following has typically been shown to be the most effective and the least biasing incentive used in mail surveys to improve response rates?

A) An enclosed ball-point pen
B) A monetary incentive
C) A lottery ticket
D) A movie voucher

Question 58

Of the following survey methods listed, which is likely to result in the lowest item nonresponse rate?

A) Mail survey
B) Door-to-door interview
C) Telephone interview
D) Mall intercept interview

Question 59

An interviewer returns to an address to recontact an individual selected for a sample who was not at home last week. This scenario is an example of a:

A) follow-up.
B) probe.
C) pretest.
D) callback.

Question 60

A telephone interviewer calls a Netflix subscriber and asks him or her to view a new show at a certain time. An appointment is made to interview the respondent shortly after the show is aired. This is an example of a(n):

A) virtual survey.
B) drop-in method.
C) mixed-mode survey.
D) internet survey.

Question 61

A touch-screen computer inviting guests to provide their feedback was installed in a hotel's lobby area. This is an example of a(n) _____ ___________ survey.

Question 62

A researcher approaches a shopper coming out of a department store to ask about her shopping experience. This type of survey method is called a(n) ____ _________ _________.

Question 63

Bias in responses caused by respondents' wish to gain prestige or appear in a different social role is known as ______ ____________ bias.

Question 64

____________ questions do not restrict the respondent's answers.

Question 65

A study in which various segments of a population are sampled and data are collected at a point in time is known as a(n) _______________ _____.

Question 66

A ____________ _____ involves questioning respondents at two or more points in time.

Question 67

A document that accompanies a questionnaire to induce the reader to complete and return the questionnaire is called a(n) _____ ______.

Question 68

The category of response bias error that results because some individuals tend to concur with a particular position is known as _____________ ____.

Question 69

A longitudinal study that uses successive samples is called a(n) ________ study.

Question 70

Which of the following is not a strategy for increasing the response rate of a mail survey?

A) Personally delivering the survey to the address
B) Including a personalised cover letter
C) Providing advance notification that a survey will arrive
D) Providing a monetary incentive

Question 71

An indirect question that assumes the purpose of the study must be hidden from the respondent is called a(n) _________ question.

Question 73

To increase response rates, the researcher sends a reminder to respondents to complete and return the original questionnaire. This is called a(n) _________.

Question 74

A longitudinal study that gathers data from the same sample of individuals or households over time is called a(n) ________ _____.

Question 75

The number of completed surveys returned in a mail survey divided by the number of eligible people who were mailed the survey is known as the ________ ____.

Question 76

Screening your questionnaire with other research professionals will help identifying all of the following potential problems except:

A) ambiguous question wording.
B) order bias.
C) leading questions.
D) sample selection bias.

Question 77

A researcher conducts a short telephone screening interview to identify suitable respondents for an extensive personal interview. This is called the __________ ______.

Question 78

When a researcher uses a trial run with a group of people to try to discover any problems with a survey before it is mailed to the sample of potential respondents, it is called a(n) _______ of the survey.

Question 79

A respondent receives an email questionnaire, completes it and sends it back to the researcher. This is an example of a(n) _________________ ____________.

Question 80

The method used in personal interviews in which the interviewer asks the respondent for clarification of answers to standardised questions is known as _______.