Deck 6: Collecting Primary Data by Communication

Question 1

Which of the following items is associated with administrative control?

A) Cost
B) Time
C) Directing the inquiry to the designated respondent
D) Interviewer bias
E) Both a and b.

Answer 1

E

Question 2

The major problem with using the mall intercept method to conduct personal interviews concerns:

A) the ability to direct the inquiry to a randomly determined respondent.
B) securing the cooperation of mall merchants.
C) securing the cooperation of the respondent.
D) the noisy, distracting environment in which the interview is conducted.
E) the high cost of the method.

Answer 2

A

Question 3

____ is the process of providing appropriate information to respondents after data have been collected using disguise.

A) Debriefing
B) Administrative Control
C) Structure
D) Mall Intercepts
E) Sampling Control

Answer 3

A

Question 4

Which of the following is NOT an advantage of computer-assisted interviewing?

A) Ease of data tabulation
B) Explanation of complex questions
C) Enhanced response rates
D) Personalization of questions
E) Customized questionnaires

Question 5

Which of the following statements are NOT true of mall intercepts?

A) Due to the biased nature of the sampling frame, mall intercepts have become less popular with marketers in recent years.
B) One problem with a mall intercept approach is that not everyone shops at malls.
C) One problem with a mall intercept approach is that the frequency with which a person shops at a mall affects his or her likelihood of being asked to participate in the study.
D) Both a and c
E) All of the above are true of mall intercepts.

Question 6

Which of the following statements does NOT accurately describe the mail questionnaire?

A) It allows a wide sample to be used.
B) It allows a representative sample to be used.
C) It is a relatively inexpensive means of recruiting respondents.
D) It ensures that the correct person receives and completes the questionnaire.
E) It is more suitable for contacting busy executives than a telephone or personal interview.

Question 7

The problem of nonresponse due to refusals to participate is usually:

A) lower with personal interviews than with either telephone interviews or mail-administered questionnaires.
B) lower with mail questionnaires than with telephone or personal interviews.
C) lower with telephone interviews than with mail questionnaires or personal interviews.
D) the same no matter what communication method is used.
E) None of the above are true.

Question 8

Questions that give the respondent no indication of the true purpose of the research project are known as:

A) disguised questions.
B) confounded questions.
C) structured questions.
D) undisguised questions.
E) unstructured questions.

Question 9

Which of the following is FALSE?

A) Mailing lists to serve as the sampling frame for a mail survey may be generated internally by the firm or purchased externally.
B) In recent years, one of the keys to using a mail questionnaire is the ability to direct the questionnaire to a specific individual, not just a position (e.g., Vice President of Marketing).
C) The quality of the mailing list determines the sampling control in a mail study.
D) Mail questionnaires typically provide more sample control than telephone or personal interviews.
E) They are all true.

Question 10

Which of the following affords the researcher the most sample control with respect to getting cooperation from the respondent?

A) Phone interviews
B) Personal interviews
C) Mail questionnaires
D) Questionnaires published in newspapers
E) Warranty information cards

Question 11

Which of the following is NOT an advantage of structured questions?

A) Questions are standardized
B) Simple to administer
C) Responses difficult to interpret
D) Saves time and money
E) Easy to analyze

Question 12

A(n) ____ might be the only method of obtaining a response from certain busy individuals for whom time is a scarce commodity.

A) personal interview
B) telephone interview
C) mail questionnaire
D) mall-intercept interview
E) None of the above.

Question 13

Which of the following provides the most control in terms of the time it takes to complete a study?

A) Personal interview
B) Telephone survey
C) Mail questionnaire
D) Self-administered mail questionnaire
E) Structured personal interview

Question 14

Use of a computer-aided telephone interview means that:

A) preliminary tabulations of responses are available almost immediately, because the data are already stored in memory.
B) key information that the respondent has given early in the interview can be used to tailor the questionnaire to that individual.
C) personal interviews need to be conducted at central locations rather than door to door because of the need for electronic hook-up.
D) Both a and
E) a, b, and c.

Question 15

Which of the following is an accurate statement with regard to personal interviews?

A) In general they tend to be the least expensive per completed contact.
B) As the number of interviewers increases, so do problems of interviewer-related variations in responses.
C) It takes as long to get replies from a small sample as from a large sample.
D) Interviewer-induced bias is minimal.
E) They are less costly than telephone interviews.

Question 16

Although fixed-alternative questions tend to provide the most reliable responses, they may also ____.

A) deceive the respondent
B) hide the purpose of the study
C) encourage misleading answers
D) avoid possible replies
E) obstructs factual information

Question 17

Long questionnaires can usually be handled best by:

A) telephone interview.
B) mail questionnaire.
C) personal interview.
D) a focus group interview.
E) a depth interview.

Question 18

Which of the following is FALSE?

A) Advantages of the mall intercept approach include the speed and ease with which a study can be implemented.
B) The advantages of CRT administration of questionnaires have helped telephone interviews become the most popular data collection technique.
C) The slower speed of data collection and processing with computer-assisted interviewing is offset by the increased accuracy of the responses.
D) One of the benefits of the computer-assisted interview (CAI) is increased accuracy in the results.
E) All of the above statements are true.

Question 19

The responses as well as questions are standardized in a(n):

A) unstructured questionnaire.
B) disguised questionnaire.
C) structured questionnaire.
D) depth interview.
E) focus group.

Question 20

Which of the following data collection methods is most versatile?

A) Personal interviews
B) E-mail surveys
C) Fax surveys
D) Mail surveys
E) Phone interviews

Question 21

The amount of knowledge about the purpose of a study communicated to the respondent is called ____________________.

Question 22

One of the biggest advantages of mail questionnaires is the anonymity offered to the respondent.

Question 23

Jane Doe wants to administer a short survey on "student driving habits" to a representative sample of students at the local university. She secures a list of students from the student directory. She assigns each student a unique number and then uses a random number table to select her sample. The student directory from which Jane selects her sample of students to contact is referred to as:

A) sampling frame.
B) sampling control.
C) sampling error.
D) sampling directory.
E) None of the above.

Question 24

Methods of questionnaire administration rank as follows in terms of time required to collect the data (quickest to slowest):

A) Personal interviews, Web-based surveys, telephone surveys, mail surveys.
B) Web-based surveys, telephone surveys, personal interviews, mail surveys.
C) Web-based surveys, mail surveys, telephone surveys, personal interviews.
D) Mail surveys, personal interviews, telephone surveys, Web-based surveys.
E) None of the above, since all methods take about the same amount of time.

Question 25

A disguised questionnaire makes the purpose of the research obvious.

Question 26

Compare and contrast the main methods of administering questionnaires.

Question 27

The fixed-alternative question is most useful when possible replies are well known, limited in number and clear cut.

Question 28

John was stopped at the local shopping centers and asked if he would be willing to participate in a research study. Since John was alone and mainly doing window-shopping, he agreed to participate. John was taken to a room and shown four new advertisements and asked various questions related to the ads. This type of technique is called?

A) Person-on-the-street interview
B) Mall-intercept interview
C) Drop-off survey
D) Ad recall interview
E) None of the above.

Question 29

You must conduct research to find out a great deal of information about potential customers. You need a minimum of 300 people and you know that you don't have a lot of money to conduct the research, so you will use:

A) in-office personal interviews.
B) in-home personal interviews.
C) focus group interviews.
D) mail questionnaires.
E) observation research.

Question 30

____________________ interviews imply a direct face-to-face conversation between the interviewer and the respondent.

Question 31

Which of the following are advantages of highly structured questionnaires?

A) They are simple to administer.
B) They are relatively straight forward.
C) There is no need for extensive interviewer training.
D) a, b, and c
E) None of the above are advantages of highly structured questionnaires

Question 32

Debriefing is the process of providing appropriate information to respondents during the data collection stage.

Question 33

One problem with mail questionnaires is that they typically cost more than telephone interviews.

Question 34

Sampling ____________________ concerns the ability to identify, reach, and receive answers from population members.

Question 35

A day before elections, a local political candidate for mayor made a speech stressing several important points. To find out whether these points impacted the candidate's popularity, he needed to obtain questionnaire data from registered hometown voters. He would be advised to employ:

A) focus group interviews.
B) telephone interviews.
C) personal interview surveys.
D) a mail survey.
E) the use of a passive people meter.

Question 36

In a highly ____________________ questionnaire, the questions to be asked and the responses permitted by the subjects are completely predetermined.

Question 37

Which of the following data collection methods provides the fastest turnaround?

A) Mail surveys
B) Mall interviews
C) E-mail surveys
D) In-home personal interviews
E) Fax surveys

Question 38

Which of the following questionnaire administration methods is the LEAST expensive?

A) Personal interviews
B) Email/Web-based surveys
C) Mail surveys
D) Depth interview
E) Telephone surveys

Question 39

The question: "What was your reaction to the Budweiser advertisement you saw on television during the Super Bowl?" is an example of a type of question where the respondents are free to answer in their own words rather than being limited to choosing from among a set of alternatives:

A) open-ended questions.
B) closed-ended questions.
C) scaled-response questions.
D) ad reaction measurement.
E) None of the above.

Question 40

A technique used in studies using telephone interviews, in which the numbers to be called are randomly generated is called ____________________.