Deck 7: Survey Research

Question 1

Total survey error contains two major sources: sampling error and systematic error.

Answer 1

True

Question 2

Interactive survey approaches are those that allow spontaneous two-way interaction between the interviewer and the respondent.

Answer 2

True

Question 3

A response bias occurs when respondents tend to answer questions with a certain slant.

Answer 3

True

Question 4

Systematic errors are nonsampling errors.

Question 5

When a respondent "puffs up" his answers in an interview in order to make a favorable impression on the interviewer, acquiescence bias has occurred.

Question 6

A sample 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

All marketing-related survey research is conducted with the ultimate consumer in mind.

Question 8

The purpose of survey research is to collect secondary data.

Question 9

Survey results are better than the quality of the sample and answers obtained.

Question 10

When an interviewer is not able to write fast enough to record the respondent's answers verbatim, the error called interviewer cheating has occurred.

Question 11

Self-selection biases in survey research tend to overrepresent indifferent responses and underrepresent extreme consumer positions.

Question 12

Comparing the sample demographics with the demographics of the target population provides one means of checking for potential response bias.

Question 13

The five categories of response bias are mutually exclusive from one another.

Question 14

The number of "no contacts" in survey research has been decreasing because of the increased use of telephone answering machines by consumers.

Question 15

Nonresponse error is a type of respondent error.

Question 16

Some aspects of surveys may be qualitative.

Question 17

Surveys provide a quick, often inexpensive, efficient, and accurate means of assessing information about a population.

Question 18

Even with technically proper random probability samples, however, statistical errors occur because of chance variation in the elements selected for the sample.

Question 19

When someone is unwilling to participate in the research and tells the interviewer not to call them again, a "no contact" has occurred.

Question 20

Most survey research is descriptive research.

Question 21

The presence of an interviewer typically decreases the response rate in comparison to what would be found with a mail survey.

Question 22

Interactive survey approaches are those that allow spontaneous two-way interaction between the interviewer and the respondent.

Question 23

The tendency for respondents to agree with most questions in a survey is known as ____.

A) auspices bias
B) interviewer bias
C) extremity bias
D) acquiescence bias

Question 24

Which type of bias occurs when respondents tend to answer questions with a certain slant?

A) interviewer bias
B) self-selection bias
C) self-preservation bias
D) response bias

Question 25

People who cannot be contacted or who refuse to participate are called ____.

A) random errors
B) biased respondents
C) sample selection errors
D) nonrespondents

Question 26

All of the following are typically advantages of Internet survey research EXCEPT that it is ____.

A) relatively low in cost
B) representative of the population
C) efficient in gathering large amounts of data
D) accurate means of collecting information

Question 27

When a research study is not conducted according to the plan in the proposal for the research study, what kind of error has occurred?

A) random sampling error
B) systematic error
C) respondent error
D) implementation error

Question 28

All of the following are advantages of Internet surveys EXCEPT ____.

A) random sampling
B) speed
C) visual appeal
D) accurate real-time data capture

Question 29

The personal interview is especially useful for obtaining unstructured information.

Question 30

Systematic errors are also called ____.

A) random sampling error
B) interviewer error
C) nonresponse error
D) nonsampling errors

Question 31

The interaction between an interviewer and a respondent decreases the chances that the respondent will answer all of the survey questions.

Question 32

People who provide answers to survey questions are often called ____.

A) researchers
B) clients
C) respondents
D) users

Question 33

When a respondent tells an interviewer that his annual income last year was $50,000 because he is embarrassed to admit that it was $25,000, ____ has occurred.

A) nonresponse error
B) auspices bias
C) interviewer cheating
D) deliberate falsification

Question 34

Systematic error is divided into ____.

A) respondent error and administrative error
B) random sampling error and administrative error
C) response bias and interview error
D) primary error and secondary error

Question 35

In a research study, a potential respondent who is not at home at either the first or second attempt to reach this person by phone is classified as a(n) ____.

A) sample bias
B) no contact
C) interviewee
D) random sampling error

Question 36

People who are unwilling to participate in a research project are referred to as ____.

A) refusals
B) deviations
C) no contacts
D) random errors

Question 37

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, ____ has occurred.

A) random sampling error
B) self-selection bias
C) auspices bias
D) social desirability bias

Question 38

Clark was asked to complete a self-administered questionnaire posted at MySurvey.com. What type of survey did Clark complete?

A) Internet survey
B) mixed-mode survey
C) computer-assisted interactive survey
D) networked survey

Question 39

One of the most important advantages of personal interviews is the opportunity for feedback.

Question 40

Barbara received a phone call asking her to participate in a survey. She told the interviewer that she was too busy and would not participate. This is an example of ____.

A) random sampling error
B) administrative error
C) nonresponse error
D) interviewer error

Question 41

Surveys in which the respondent takes the responsibility for reading and answering questions are called ____.

A) self-administered questionnaires
B) independent questionnaires
C) stand-alone surveys
D) interactive questionnaires

Question 42

Which survey research method is typically the most expensive?

A) door-to-door personal interview
B) mall intercept personal interview
C) telephone interview
D) mail survey

Question 43

Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer?

A) random sampling bias
B) social desirability bias
C) administrative bias
D) interviewer cheating

Question 44

John was called by a market researcher and asked a few questions about his television viewing habits. The researcher then asked him to go to a Web site to complete a more comprehensive survey. This type of study that employs a combination of survey methods is called a ____.

A) two-stage survey
B) pre- and posttest
C) multi-media survey
D) mixed-mode survey

Question 45

A trial run of a survey with a group of respondents who are representative of the target group for the survey is called a ____.

A) callback
B) pretest
C) drop-off method
D) dry run

Question 46

When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, ____ has occurred.

A) interviewer cheating
B) auspices bias
C) interviewer error
D) social desirability bias

Question 47

Which survey research method offers the lowest degree of respondent anonymity?

A) telephone interview
B) mail survey
C) mall intercept interview
D) Internet survey

Question 48

When a mistake in the implementation of the design of a research study is made, we say that the study has ____________________ error.

Question 49

Chance variations in sampling due to the elements included in the sample are called ____________________ error.

Question 50

Which type of bias is occurring when a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer?

A) interviewer bias
B) auspices bias
C) administrative bias
D) acquiescence bias

Question 51

When primary data are collected by asking respondents questions, these data are being obtained via a(n) ____________________.

Question 52

Which survey method offers the least geographic flexibility?

A) telephone interview
B) door-to-door personal interview
C) Internet survey
D) mail survey

Question 53

Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist?

A) curb-stoning
B) auspices bias
C) self-selection
D) mere-measurement effect

Question 54

The person who answers questions in a mail survey is called a(n) ____________________.

Question 55

When an interviewer fails to write the respondent's answer to a question verbatim because the respondent talks faster than the interviewer can write, ____ has occurred.

A) acquiescence error
B) interviewer error
C) auspices bias
D) interviewer cheating

Question 56

When a research agency conducts all telephone interviews from a single location where they can hire a staff of professional interviewers and supervise and control the quality of interviewing more effectively, ____ is being used.

A) central location interviewing
B) single-mode interviewing
C) synergistic interviewing
D) quick-response interviewing

Question 57

When the results of a sample deviate in a significant way from the true value of the population mean, we say that the study has ____________________ bias.

Question 58

The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey is called ____.

A) churn
B) return ratio
C) response rate
D) success rate

Question 59

When a research company pulls a random sample of people from a phone book and that sample does not include people with unlisted numbers or who do not have landline telephone service, we say that the sample contains ____.

A) sample selection error
B) acquiescence bias
C) social desirability error
D) auspices bias

Question 60

Survey software can require someone to answer a question but this too could be seen as unethical. How can the ethical issue best be resolved?

A) This issue cannot be resolved, so the question should be removed.
B) Respondents can be told in the informed consent process that there are required questions.
C) Respondents can be paid or given some other incentive to answer the question.
D) A "do not know" or "prefer not to answer" alternative can be included with the question.

Question 61

Define surveys and describe the type of information that may be gathered in a survey.

Question 62

Name and describe the types of response bias.

Question 63

When answers to a phone survey can be entered directly into a computer to speed up the time needed for data processing, ____________________ is being used.

Question 64

A person hangs up the phone when he is asked to answer a few questions about his television viewing habits because he is not interested in participating in the study. This behavior is called a(n) ____________________.

Question 65

When the people who answer a mail survey are different in important ways (e.g., income level) from the people who did not answer the survey, the survey is said to have ____________________ error.

Question 66

Explain the advantages and disadvantages of surveys.

Question 67

A person who is not at home when an interviewer calls is called a(n) ____________________.

Question 68

When a mistake is made in carrying out the design of a research study, ____________________ error has occurred.

Question 69

When an interviewer does not record the respondent's answers correctly, ____________________ error has occurred.

Question 70

If the interviewer's presence influences respondents to give untrue or modified answers, the survey will be marred by ____________________.

Question 71

People who are cannot be contacted or who refuse to participate in a survey are called ____________________.

Question 72

An attempt to re-contact a potential respondent in a phone survey when no one answered the phone on a previous attempt is called a(n) ____________________.

Question 73

Explain how response rates are determined for surveys and discuss ways to increase response rates for mail surveys.

Question 74

Discuss the advantages and disadvantages of mail surveys.

Question 75

When a table of random numbers is used to generate phone numbers that will be called to contact potential respondents in a phone survey, ____________________ is being used.