Deck 7: Descriptive Research Design: Survey and Observation

Question 1

High social desirability and high cost are disadvantages of using computer-assisted personal interviewing to collect research data.

Answer 1

True

Question 2

Survey questionnaires may be administered in four major modes: (1)telephone interview,(2)personal interviews,(3)mall interviews,and (4)electronic interviews (Figure 7.4 in text).

Answer 2

False

Question 3

In-home interviewing permits easy interviewer supervision and control as the interviewers are traveling door-to-door.

Answer 3

False

Question 4

According to the text,using telephone interviews to collect survey data is the least popular method of collecting survey data.

Question 5

The ability to collect a large quantity of data is an advantage of using telephone interviewing to collect research data.

Question 6

A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the survey method.

Question 7

The most common primary data-collection method is the structured direct survey.

Question 8

The advantages of using mall intercept interviews to collect research data include good control of the environment and good response rates.

Question 9

An advantage of using mail interviews to collect research data is the ability to control the interviewing environment.

Question 10

Observational interviews are recognized as a classification for the various methods of collecting survey data.

Question 11

The advantages of using in-home interviewing to collect research data include very good sample control and the ability to collect a large quantity of data.

Question 12

Poor response rates and the potential for interviewer bias are disadvantages of using mall intercept interviews to collect research data.

Question 13

The method of interview that is one of the most popular for collecting survey data is mail interviews.

Question 14

Sample control is the ability of the survey mode to reach the units specified in the sample effectively and efficiently.

Question 15

Advantages of using computer-assisted personal interviewing to collect research data include good response rates and low potential for interviewer bias.

Question 16

High interviewer bias is a primary disadvantage of using mail interviews to collect research data.

Question 17

Disadvantages of using telephone interviewing to collect research data include no use of physical stimuli and poor response rates.

Question 18

Use of a formal questionnaire that presents questions in a prearranged order is called structured data collection.

Question 19

The percentage of the total attempted interviews that are completed is referred to as response rate.

Question 20

Disadvantages of using in-home interviewing to collect research data include the potential for interviewer bias and poor sample control.

Question 21

In CAPI,interviewer bias is reduced because the computer administers the interview.

Question 22

A prepaid incentive is sent to only those respondents who complete the survey.

Question 23

Low sample control and low response rates are disadvantages of using electronic interviewing to collect research data.

Question 24

The collection of survey data through social media sites can be automated,but does not allow the researcher to customize reach to various segments of consumers.

Question 25

Interviewer bias is defined as the error due to the interviewer's not following the correct interviewing procedures.

Question 26

Analysis of the comments,photos,videos,audio,and other stimuli posted voluntarily by consumers on their social media sites are traces of their behaviors.An analysis of these constitutes a form of observation known as trace analysis.

Question 27

A limitation is that online surveys conducted through social media platforms do not encourage committed and credible feedback.

Question 28

CAPI interviewing is inappropriate for conducting B2B research at trade shows or conventions.

Question 29

The recording of behavioral patterns of people,objects,and events in a systematic manner to obtain information about the phenomenon of interest is called observation.

Question 30

A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires,product tests,and telephone surveys are called mail panels.

Question 31

People are more likely to respond and respond sooner to fax surveys than mail surveys.

Question 32

Response bias is the bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results.

Question 33

Promised incentives are incentives that are included with the survey or questionnaire.

Question 34

The advantages of using electronic interviewing to collect research data include high speed and low cost.

Question 35

Personal observation is an observational research strategy in which human observers record the phenomenon being observed as it occurs.

Question 36

The tendency of the respondents to give answers that may not be accurate but that may be desirable from a social standpoint is called social desirability.

Question 37

An observational research strategy in which mechanical devices,rather than human observers,record the phenomenon being observed is called mechanical observation.

Question 38

According to the text,despite their value,personal in-home interviews are being replaced by telephone interviews.

Question 39

Compared to mail surveys,e-mail surveys offer time and cost advantages,as well as more flexibility.

Question 40

Many social sites today present an excellent platform for allowing researchers the widespread ability to disseminate questionnaires.

Question 41

Sugging is fund-raising under the guise of research.

Question 42

The advantages of using in-home interviewing to collect research data include all of the following EXCEPT:

A) good for physical stimuli.
B) least expensive.
C) good sample control.
D) large quantity of data can be collected.
E) complex questions can be asked.

Question 43

All of the following are recognized as disadvantages of using in-home interviewing to collect research data EXCEPT:

A) low control of field force.
B) potential for interviewer bias.
C) poor sample control.
D) most expensive.
E) may take long to collect the data.

Question 44

All of the following are advantages of using the survey method EXCEPT:

A) easy to use.
B) reliability.
C) accuracy.
D) simplicity.
E) A and C

Question 45

Which of the following methods of collecting survey data is the least popular?

A) telephone interview
B) mail interview
C) observational interview
D) electronic interview
E) personal interview

Question 46

Which of the following is NOT an advantage of using telephone interviewing to collect research data?

A) large quantity of data can be collected
B) high sample control
C) good control of the field force
D) good response rate
E) fast

Question 47

The interviews conducted by Procter & Gamble on Olay Beauty Bar,where the respondents actually washed their hands and face with the bar in a test area before responding to a survey falls under which of the following categories?

A) traditional telephone interviews
B) computer-assisted telephone interviewing
C) personal in-home interviews
D) mall-intercept personal interviews
E) computer-assisted personal interviewing (CAPI)

Question 48

Use of a formal questionnaire that presents questions in a prearranged order is called ________.

A) exploratory data collection
B) structured data collection
C) randomized data collection
D) hypothetical data collection
E) pre-arranged data collection

Question 49

Participant blogs and online research communities may be considered to be examples of e-ethnography or netnography.

Question 50

All of the following are examples of advantages of using in-home interviewing to collect research data EXCEPT:

A) it enables the interviewer to provide clarifications to the respondent, allowing for complex questions.
B) it permits the use of physical stimuli and allows the interviewer to display or demonstrate the product.
C) it provides very good sample control since homes can be selected without generating a list of all the homes in a given area.
D) it allows for longer interviews.
E) it permits easy interviewer supervision and control as the interviewers are traveling door-to-door.

Question 51

The method of interviewing that is one of the most popular for collecting survey data is the ________.

A) telephone interview
B) mail interview
C) observational interview
D) mall intercept interview
E) in-home personal interview

Question 52

All of the following are recognized as disadvantages of using telephone interviewing to collect research data EXCEPT:

A) no use of physical stimuli.
B) limited to simple questions.
C) low quantity of data.
D) poor response rate.
E) B and C

Question 53

Which of the following is NOT a category of personal interviewing methods?

A) telephone
B) in-home
C) mall intercept
D) computer-assisted
E) C and D

Question 54

A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the ________.

A) focus group method
B) exploratory method
C) survey method
D) sampling method
E) motivation elicitation technique

Question 55

A list of the disadvantages of telephone interviewing would include which of the following?

A) Questioning is restricted to the spoken word.
B) Interviewers cannot use physical stimuli such as visual illustrations or product demonstrations.
C) Personal rapport and commitment are difficult to establish.
D) Respondents are less tolerant of lengthy interviews.
E) all of the above

Question 56

Which of the following statements is not correct about computer-assisted telephone interviewing (CATI)?

A) The computer checks the responses for appropriateness and consistency.
B) Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data-collection process, coding questionnaires and entering the data into the computer, are eliminated.
C) Multiple questions appear on the screen at one time.
D) Interim and update reports on data collection or results can be provided almost instantaneously.

Question 57

Which of the following is NOT recognized as a classification for the various methods of collecting survey data?

A) telephone interview
B) mail interview
C) observational interview
D) electronic interview
E) personal interview

Question 58

According to the text,which of the following types of questions does not apply to survey research?

A) questions regarding behavior
B) questions regarding attitudes
C) questions regarding lifestyle characteristics
D) questions regarding observational research
E) questions regarding motivations

Question 59

________ is the ability of the survey mode to reach the units specified in the sample effectively and efficiently.

A) Social desirability
B) Interviewer bias
C) Nonresponse bias
D) Efficiency effect
E) Sample control

Question 60

The percentage of the total attempted interviews that are completed is referred to as ________.

A) sample control
B) response rate
C) social desirability
D) interviewer bias
E) cooperation rate

Question 61

________ is defined as the error due to the interviewer's failure to follow the correct interviewing procedures.

A) Social desirability
B) Nonresponse error
C) Interviewer bias
D) Response rate
E) The fundamental attribution error

Question 62

All of the following are recognized as disadvantages of using computer-assisted personal interviewing to collect research data EXCEPT:

A) high social desirability.
B) moderate quantity of data can be collected.
C) high cost.
D) poor response rate.
E) A and B

Question 63

Which of the survey methods listed below is preferable when using physical stimuli?

A) In-home
B) mall intercept
C) CAPI
D) A and C only
E) A, B and C

Question 64

Which of the following is NOT an advantage of using mall intercept interviews to collect research data?

A) good for physical stimuli
B) good control of the environment
C) low cost
D) good response rate
E) complex questions can be asked

Question 65

Which of the following is NOT mentioned in the text as a method used to improve response rates?

A) prior notification
B) incentives
C) follow-up
D) personalization
E) All of these methods are used to improve response rates.

Question 66

The disadvantages of using mall intercept interviews to collect research data include all of the following EXCEPT:

A) poor response rate.
B) potential for interviewer bias.
C) moderate quantity of data can be collected.
D) high cost.
E) high social desirability.

Question 67

The disadvantages of using mail interviews to collect research data include all of the following EXCEPT:

A) high interviewer bias.
B) limited to simple questions.
C) low sample control for cold mail.
D) no control of environment.
E) low speed.

Question 68

Which of the following elements is NOT included in an Internet survey system?

A) questionnaire design
B) web server
C) database
D) data delivery program
E) pre-programmed incentives

Question 69

________ is the bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results.

A) Response bias
B) Nonresponse bias
C) Social desirability
D) Interviewer bias
E) Facsimile bias

Question 70

A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires,product tests,and telephone surveys are called ________.

A) focus groups
B) electronic panels
C) exploratory groups
D) mail panels
E) household constituencies

Question 71

All of the following are recognized as disadvantages of using electronic interviewing to collect research data EXCEPT:

A) high interviewer bias.
B) limited to simple questions.
C) low sample control.
D) low response rate.
E) moderate quantity of data.

Question 72

A(n)________ is sent to only those respondents who complete the survey.

A) promised incentive
B) observed incentive
C) prepaid incentive
D) virtual incentive
E) completion incentive

Question 73

Which of the following is NOT a disadvantage of electronic methods of data collection?

A) only simple questions can be asked
B) low sample control
C) low response rate
D) only moderate quantities of data can be obtained
E) low social desirability

Question 74

Which of the following types of incentives is included with the survey or questionnaire?

A) promised incentive
B) observed incentive
C) prepaid incentive
D) virtual incentive
E) Hollywood incentive

Question 75

Limitations of e-mail surveys include all of the following EXCEPT:

A) Questionnaires cannot utilize programmed skip patterns, logic checks, or randomization.
B) Skipping instructions (e.g., "If the answer to question 5 is yes, go to question 9") must appear explicitly, just as on paper.
C) There is inherent self-selection bias.
D) Some e-mail software products limit the length of the body of an e-mail message.

Question 76

Which of the following is NOT an advantage of using computer-assisted personal interviewing to collect research data?

A) good response rate
B) low cost
C) low potential for interviewer bias
D) good for physical stimuli
E) very good control of environment

Question 77

Advantages of Internet surveys over e-mail surveys include which of the following?

A) Graphs, images, animations, and links to other Web pages may be integrated into or around the survey.
B) It is possible to validate responses as they are entered.
C) Skip patterns can be programmed and performed automatically.
D) All of the above are correct.

Question 78

Which of the following is NOT recognized as an advantage of using electronic interviewing to collect research data?

A) no interviewer bias
B) high speed
C) low cost
D) high sample control
E) hard-to-reach-respondent contact

Question 79

The tendency of the respondents to give answers that may not be accurate but that may be desirable from a social standpoint is called ________.

A) interviewer bias
B) social desirability
C) nonresponse error
D) response rate
E) the fundamental attribution error

Question 80

Which of the following is NOT recognized as an advantage of using mail interviews to collect research data?

A) no interviewer bias
B) good control of environment
C) low social desirability
D) low/moderate cost
E) no field force problems