Deck 9: Survey Data-Collection Methods

Question 1

What is NOT a unique advantage to using person-administered surveys?

A) feedback
B) rapport
C) quality control
D) speed
E) adaptability

Answer 1

D

Question 2

Which of the following data collection modes comes closest to being patterned after the "man-on-the-street" interview?

A) person-on-the-street interview
B) mall-intercept interview
C) drop-off survey
D) mail survey
E) interviewer approach interview

Answer 2

B

Question 3

Which of the following is NOT a method for collecting survey data?

A) person-administered surveys
B) computer-administered surveys
C) self-administered surveys
D) mixed-mode surveys
E) multiple modal surveys

Answer 3

E

Question 4

The primary disadvantage of computer-administered surveys is that:

A) real-time data capture provides error-prone data
B) because the data is entered directly into the computer, interview evaluation time is limited
C) costs of design, programming, debugging, and set up
D) limited number of people with access to computers
E) technology anxiety

Question 5

Which of the following is an advantage to the use of survey methods?

A) standardization
B) high response rates
C) nonsuitability to tabulation and statistical analysis
D) unique answers for each respondent
E) very low cost

Question 6

Which of the following is a NOT a disadvantage of person-administered surveys?

A) They are slower than other methods.
B) They are more expensive.
C) They are prone to errors.
D) They are rigid, not adaptable.
E) Respondents may fear interview evaluation.

Question 7

The four questions of who, what, why and how are critical to which of the five advantages listed for the use of surveys?

A) tapping the unseen in survey research
B) computer-administered surveys
C) self-administered surveys
D) subgroup analysis
E) mail surveys

Question 8

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

A) ability to develop rapport with the respondent
B) speed
C) error-free interviewing
D) use of pictures, videos, and graphics
E) possible cost savings

Question 9

One disadvantage of mall-intercept interviewing is:

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) high assault rates of interviewers

Question 10

Which data collection mode requires interviewers to "navigate around gatekeepers"?

A) gatekeeper interviewing
B) in-office interviewing
C) CATI and CAPI
D) CAPI and CATS
E) online surveys

Question 11

Interview evaluation refers to:

A) an evaluation of the quality of the interviews by an editor
B) an evaluation of the interviews by the client/manager
C) an overall procedure for evaluation of the quality of the entire interviewing process
D) respondent anxieties caused by the presence of an interviewer
E) interviewer anxieties caused by the interview procedure

Question 12

Adaptability refers to the ability to respond to respondent differences. Which method is best suited for adaptability?

A) computer-administered surveys
B) self-administered surveys
C) drop-off surveys
D) person-administered surveys
E) CATI

Question 13

Research companies who select shopping malls for the purpose of conducting mall-intercept interviews tend to select malls:

A) only in the largest cities
B) that have a regional versus local market area
C) where the crime rates are exceptionally low
D) in cities where interview cooperation rates are the highest
E) with a wide variety of shops

Question 14

What type of interview technique could be used if it was not necessary for the researcher to watch the respondent to ensure correct procedures are followed?

A) telephone interview
B) in-office interview
C) in-home interview
D) mall-intercept interview
E) confidential interviews

Question 15

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

A) reduced cost
B) respondent can control the pace of the survey
C) no interviewer apprehension
D) considerable interviewer-evaluation apprehension
E) respondents may be more honest without an interviewer

Question 16

Which of the following is NOT part of the definition of surveys?

A) interviews
B) large number
C) predesigned questionnaires
D) respondents
E) telephone

Question 17

Having an independent party call back a sample of each interviewer's respondents to verify that they took part in the survey is a way to avoid which of the following?

A) interviewer cheating
B) human error
C) adaptability
D) interviewer rapport
E) card sorting

Question 18

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

A) Because 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) Respondents feel anxious because they control the administration process.
E) Respondents interpret the questions themselves so the questionnaire can be somewhat vague.

Question 19

What is a technique that is NOT a variation of person-administered surveys?

A) in-home interview
B) mall-intercept interview
C) drop-off survey
D) telephone interview
E) in-office interview

Question 20

Which of the following data collection modes would be more appropriate for research on a product requiring demonstration that is targeted to the business-to-business market as opposed to the consumer market?

A) CATI
B) business-to-business surveying
C) in-office interview
D) drop-off survey
E) detailed online survey with graphics

Question 21

Some of the major advantages of using online surveys are:

A) easy-to-use SPAMBOTS to collect e-mail addresses. This lowers the cost and increases speed
B) real time access to data and availability of many respondents by sending out randomly selected e-mails
C) low cost, speed, and sample representativeness
D) low cost, speed, and real-time access to data
E) a high-tech image for the firm

Question 22

Which of the following would be considered an example of the drop-off survey?

A) A researcher brings a questionnaire to a respondent's home and leaves it to be completed.
B) A hotel leaves a questionnaire in a room for customers to evaluate their accommodations.
C) A retail store offers a customer a survey and promises a gift certificate if they return the questionnaire on their next visit.
D) A graduate student hands surveys out to other students to be placed in a drop box when completed.
E) All of the above would be considered drop-off surveys.

Question 23

Which of the following is NOT a potential shortcoming of the telephone survey?

A) The respondent cannot be shown anything.
B) It does not permit the interviewer to make various face-to-face judgments and evaluations.
C) It does not permit a high quality sample.
D) It does not allow for the observation of body language, facial expressions, or eye contact.
E) The increased use of answering machines.

Question 24

In selecting the proper survey method, researchers balance:

A) the cost of the project with what the client is willing to pay
B) the time limitation of the client with the speed at which surveys must be conducted in order to have a profitable research firm
C) the quality of information desired with the requirement to take advantage of today's technology
D) the quality of information desired with time deadlines and budget constraints
E) what their employer wants, in addition to what the researchers want

Question 25

Surveys involve interviews with a large number of respondents using a predesigned questionnaire.

Question 26

One of the advantages of surveys is that they can tap the "unseen": motives, interests, attitudes, and intentions.

Question 27

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

A) enhanced
B) limited to those methods falling within the budget
C) not to be influenced by an arbitrarily determined budget
D) flexible
E) negotiable

Question 28

Which of the following is considered a computer-assisted interview?

A) a human uses a computer
B) a database is used to record data
C) a DVD is used to explain the survey
D) a CD-ROM is used to record data
E) a software program is used to progress through a survey

Question 29

Which type of interview technique offers the advantages of cost, quality, and speed?

A) in-office interview
B) telephone interview
C) mall-intercept interview
D) in-home interview
E) "man-on-the-street" interview

Question 30

The essential objective of the drop-off survey is:

A) low cost because there is no mail-out expense
B) to gain a prospective respondent's cooperation
C) to minimize item omission bias
D) not have to pay interviewers
E) increase the speed of response

Question 31

When time is an important consideration, which data collection method is best?

A) mail surveys
B) drop-off surveys
C) in-home interviews
D) telephone surveys
E) in-office interviews

Question 32

Which of the following data collection modes allows for recruitment and training to be conducted at a central location, monitoring of the actual interviews by a supervisor, checking of completed interviews "on the spot," and control of interviewers' schedules?

A) drop-off survey
B) CATI or CAPS
C) central location telephone interviewing
D) traditional telephone interviewing
E) central location mall intercepts

Question 33

Online surveys are generally believed to achieve response quality equal to that of:

A) telephone surveys
B) drop-off surveys
C) mall-intercept surveys
D) in-office surveys
E) in-home surveys

Question 34

What are some of the problems associated with traditional telephone interviews?

A) mistakes in administering the questions
B) insufficient call back for not-at-homes
C) dishonest interviewers
D) all of the above
E) none of the above

Question 35

Which of the following will increase mail survey response rates?

A) use of color
B) stamps, rather than preprinted postage paid on the return envelopes
C) use of a recognizable brand name
D) confidentiality
E) use of an alert letter

Question 36

Which of the following is NOT an advantage of the mail surveys?

A) nonresponse
B) cost
C) no need for interviewer training
D) available mailing lists
E) no need for interviewer compensation

Question 37

Which of the following is not a question to consider when choosing a survey method?

A) What is the incidence rate?
B) How much money is there for data collection?
C) How much time is there for data collection?
D) What type of respondent interaction is required?
E) Which is the easiest method for the researcher?

Question 38

Typically, mail surveys attain response rates of:

A) about 50 percent
B) more than 80 percent
C) between 30 and 40 percent
D) less than 20 percent
E) around 75 percent

Question 39

Advantages of CATI include:

A) interviews can be conducted via TV cable
B) cable and TV interviewing may be conducted simultaneously
C) the computer dials the respondent, brings up the questions to the interviewer, and moves ahead to the appropriate question
D) it can be enhanced with the drop-off survey technique
E) low setup costs

Question 40

The most popular type of self-administered survey is the:

A) group self-administered surveys
B) drop-off surveys
C) e-mail surveys
D) mail surveys
E) anonymous surveys

Question 41

Self-administered surveys place a very high premium on proper questionnaire design.

Question 42

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

Question 43

Whereas self-administered surveys are faster than personal or computer-assisted surveys, they have the highest cost.

Question 44

Telephone surveys, although yielding high-quality samples, do not have fast turnaround times. This is why they are rarely used for political polling.

Question 45

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

Question 46

Self-administered surveys eliminate interviewer-evaluation apprehension.

Question 47

Real-time capture of data is available only through the use of in-home interviewing, provided the researcher has a modem and may transmit the survey results to a computer shortly after the interview.

Question 48

The data-collection landscape of China is the same as that in Western and European countries.

Question 49

Mixed-mode surveys are also referred to as hybrid surveys.

Question 50

All malls allow for as many research firms who wish to intercept shoppers because it attracts more customers.

Question 51

A disadvantage of in-office interviews is that interviewers must be at a certain place at an exact time.

Question 52

Telephone surveys may be preferable to face-to-face surveys when the topics being addressed are sensitive.

Question 53

One of the disadvantages of computer-administered surveys is that they cannot depict pictures, video, or other graphics to the respondent.

Question 54

Surveys allow for large samples, which are suitable for tabulation and statistical analysis.

Question 55

Interview evaluation refers to the fact that some people become anxious about the possible reactions the interviewer may have to their answers to survey questions.

Question 56

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

Question 57

The three major ways to collect data are: have a person ask the questions, have a computer assist or conduct the questioning, or allow the respondents themselves to complete the survey.

Question 58

Because shopping malls usually draw customers from a large area, they excel in terms of providing representative samples.

Question 59

An advantage of in-office interviews is that they have low costs.

Question 60

It is believed that conducting an interview in the respondent's home improves the quality of the data and facilitates the rapport between interviewer and interviewee.

Question 61

Traditional telephone interviewing offers opportunities for interviewer cheating.

Question 62

The CATI approach has many benefits, but it does not eliminate the need for editing completed questionnaires.

Question 63

Two variations of computer-administered telephone interview systems are (1)using a human interviewer and (2)using a computer, sometimes with a synthesized or recorded voice.

Question 64

Self-selection bias is very strong in in-home interviewing.

Question 65

Mail surveys suffer from low response rates.

Question 66

Key factors influencing the choice of a survey data collection method include the researchers' time and budget.

Question 67

Incidence rate is the percentage of the population that possesses some characteristic necessary to be included in the survey.

Question 68

Online surveys are making profound changes in the marketing research landscape.

Question 69

Most CATI systems are programmed to make wrong answers impossible.

Question 70

A CATI is a form of person-administered interview.

Question 71

Karen, of Standard Research, contemplates which survey method she will use for a client. She must balance:

A) the cost of the project with the level of statistical analysis that will be used
B) the time limitation of the client with the requirement that the surveys be representative
C) the lower quality of information generated by using a totally computer-administered survey with the desire to make additional profits using the latest technology
D) the quality of information desired with time deadlines and budget constraints
E) the wishes of the employees at Standard Research

Question 72

Central location telephone interviewing offers good control of interviewers.

Question 73

One of the disadvantages of online surveys is that they may lack sample representativeness.

Question 74

CAPI stands for computer-assisted personal interviewing.

Question 75

With CATI systems, tabulations may be run at any time during the study and, as a result, questions may be added or deleted from the study.

Question 76

Rick Smith of Smith & Associates Research has decided that a client's project should use telephone interviewing as the method of data collection. He knows that there are disadvantages to the telephone interview method he has chosen, and he must be ready to discuss theses limitations with the client. Which of the following disadvantages will he be discussing?

A) mistakes in administering the questions
B) insufficient call back for not-at-homes
C) dishonest interviewers
D) A and B
E) A, B, and C

Question 77

Karen has just started her first research project for her new firm, Standard Research. After meeting with the project team, Karen knows that the client, Cookies! Cookies! Cookies! (C!C!C!), is interested in statistical analyses to help decide on a new cookie flavor for their "healthy" line. C!C!C! needs to test whether the concept of the new flavor sounds appealing; consumers do not actually need to taste the flavor. Which of the following survey data collection methods should be used to best meet the client's needs?

A) telephone interview
B) mall intercept
C) in-office interview
D) in-home interview
E) mail survey

Question 78

"Paper-and-pencil" questionnaires are those administered by mall interviewers.

Question 79

With a CATS system, interviews are conducted entirely by computers.

Question 80

Drop-off surveys are especially appropriate for local market research undertakings in which travel is necessary, but limited.