Deck 6: Traditional Survey Research

Question 1

When a client wants to obtain survey results quickly,which survey method is the best choice?

A)Mail
B)Phone
C)Mall intercept
D)The Internet
E)FedEx

Answer 1

D

Question 2

If a researcher wants to take a random sample of the counties in Missouri,the list of the 114 counties along with their name and ID number is called the _____________ .

A)sampling frame.
B)measurement instrument.
C)sample design.
D)systematic error.
E)nonresponse bias.

Answer 2

A

Question 3

If AT&T conducts an interview with business executives in their offices to determine which features of their company's long-distance service are most important to them,this is an example of a(n):

A)CAI interview.
B)executive interview study.
C)mall intercept study.
D)participant observer study.
E)response bias.

Answer 3

B

Question 4

When an interviewer sits in front of a computer monitor in which the computer dials the phone number of people listed on a sampling frame so that the interviewer can focus on asking the respondent survey questions,what type of study is involved?

A)ILI
B)CATI
C)IDI
D)PERT
E)MBO

Question 5

Ad hoc mail surveys typically have a low rate of nonresponse.

Question 6

About what percentage of U.S.households can only be reached by either a cell phone or a smart phone number?

A)10 percent
B)20 percent
C)30 percent
D)40 percent
E)50 percent

Question 7

When an interviewer asks a college business major if he reads The Wall Street Journal every day and the students says: "Yes," but,in reality,the student rarely reads this newspaper,what type of error has occurred?

A)Random sampling error
B)Surrogate error
C)Nonresponse bias
D)Deliberate falsification
E)Selection error

Question 8

The available budget for a research study has a great impact on the type of survey method that is used in the study.

Question 9

What type of research error results from mistakes in the research design or in the execution of the research design?

A)Processing error
B)Systematic error
C)Selection error
D)Interviewer error
E)Administrative error

Question 10

A published telephone directory for St.Louis is a good place to develop a sampling frame for St.Louis residents.

Question 11

Which of the following is the most common way to gather primary data in marketing research?

A)In-depth interviews
B)Observation studies
C)Surveys
D)Experiments
E)Mall intercept interviews

Question 12

When an interviewer who is being paid for each interview completed decides to "pad" the results by filling in the answers to the questions using some 'imaginary interviewees," what type of error has occurred?

A)Random sampling error
B)Interviewer error
C)Population error
D)Surrogate error
E)Selection error

Question 13

Another term for systematic error is:

A)nonsystematic error
B)selection error
C)interviewer error
D)population error
E)nonsampling error

Question 14

When people who were selected to participate in a survey do not complete the survey,and these people differ in important ways from people who did fill out the survey,we say that the results of the survey have:

A)nonresponse bias.
B)nonsystematic error.
C)interviewer error.
D)random sampling error.
E)interviewer bias.

Question 15

A telephone survey is a good way to conduct an in-depth interview with a respondent.

Question 16

What type of systematic error is involved when a door-to-door interviewer decides to skip a household on the list of households to be interviewed because she does not like the "looks" of that household?

A)Population error
B)Selection error
C)Surrogate error
D)Measurement instrument bias
E)Nonsystematic error

Question 17

When 120 people are asked to participate in a survey study,but only 30 of them actually fill out the survey,the refusal rate for this survey is:

A)120 percent.
B)75 percent.
C)25 percent.
D)15 percent.
E)30 percent.

Question 18

When shoppers at the Galleria Shopping Mall in St.Louis are asked by a researcher to participate in a taste test for a new type of soft drink,what type of research study is this?

A)Phone interview
B)Mail panel
C)CAI interview
D)Call center interview
E)Mall-intercept interview

Question 19

Part of the U.S.Census for 2010 was done by door-to-door interviews.

Question 20

When a researcher is conducting a taste test for a new type of chili and asks the respondent how the chili tasted and is told: "It tasted pretty good," what type of response is the interviewer using when the interviewer than asks: "What do you mean by 'pretty good?'"

A)Duplication
B)Measurement bias
C)Probing
D)Surrogate questioning
E)CAI questioning