Deck 6: Descriptive Research Design: Survey and Observation

Question 1

The potential for non-response bias increases as the response rate decreases.

Answer 1

True

Question 2

In structured data collection, a formal questionnaire is prepared and the questions are asked in a prearranged order; thus the process is also direct. Direct means that the purpose of the project is not disclosed to the respondents.

Answer 2

False

Question 3

With the survey method of obtaining information respondents are asked a variety of questions regarding their behavior, intentions, attitudes, awareness, motivations, and demographic and lifestyle characteristics.

Answer 3

True

Question 4

The random digit dialing (rdd)technique is used to overcome the bias of business and recent numbers.

Question 5

To conduct an e-mail survey, the survey is written within the body of the e-mail message.

Question 6

Personal interviews conducted at central locations (mall intercept and CAPI)offer the least degree of environmental control.

Question 7

If the use of physical stimuli is necessary, such as the product, a product prototype, commercials, or promotional displays during the interview, in-home interviews are preferable to personal interviews conducted at central locations (mall intercept and CAPI).

Question 8

Less effort is required of the respondent in a personal interview than in a telephone or mail interview.

Question 9

Because of the mail panel members' commitment, the response rates can approach 80 percent.

Question 10

Not all survey methods are appropriate in a given situation.

Question 11

With computer automated telephone surveying, human intervention is needed to record the questions to be asked during the phone survey.

Question 12

A mail panel consists of a large, nationally representative sample of businesses that have agreed to participate in periodic mail questionnaires and product tests.

Question 13

Telephones offer access to geographically dispersed respondents and hard to reach areas.

Question 14

Mail surveys, mail panels, e-mail, and Internet surveys require a large field force.

Question 15

A sampling frame is a representation of the elements of the target population.It consists of a list or set of directions for identifying the target population.

Question 16

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

Question 17

Survey questionnaires may be administered in four major modes: (1)telephone interview, (2)personal interviews, (3)mall interviews, and (4)electronic interviews (Figure 6.1 in the text).

Question 18

In the traditional mail interview, questionnaires are mailed to random potential respondents.

Question 19

Electronic surveys can be conducted by e-mail or administered on the Internet or the Web.

Question 20

Mail panels can be used to obtain information from the same respondents repeatedly.

Question 21

Which telephone interview method involves phoning a sample of respondents and asking them a series of questions with the interviewer using a paper questionnaire to record the responses with a pencil?

A)traditional telephone
B)in-home
C)computer-assisted telephone interviewing (CATI)
D)Internet

Question 22

In unstructured observation, potential for observer bias is high. For this reason, the observation findings should be treated as hypotheses to be tested rather than as conclusive findings.

Question 23

Response latency is used as a measure of the relative preference for various alternatives.

Question 24

Generally, the pantry audit is conducted in conjunction with one of the survey methods.

Question 25

An example of structured observation would be an auditor performing inventory analysis in a store.

Question 26

It is best to view observation as a complement to survey methods, rather than as being in competition with them.

Question 27

Which of the following is not a personal interview method?

A)in-home
B)mall intercept
C)computer-assisted personal interview (CAPI)
D)e-mail

Question 28

Questions that require respondents to choose from a set of predetermined answers are ________ questions.

A)dual response
B)fixed alternative
C)open-ended
D)none of the above

Question 29

Telephone interviews may be further classified as traditional telephone interviews or ________ (Figure 6.1 in the text).

A)in-home
B)computer-assisted telephone interviews (CATI)
C)both A and B are correct
D)none of the above

Question 30

Unstructured observation is most appropriate for conclusive research.

Question 31

________ interviewing uses a computerized questionnaire administered to respondents over the telephone.

A)Traditional telephone
B)In-home
C)Computer-assisted telephone interviews (CATI)
D)Internet

Question 32

The pantry audit is a type of audit where the researcher inventories the brands, quantities, and package sizes of products in a consumer's home.

Question 33

A primary method of observation using the Internet is to count the number of times a Web page is visited.

Question 34

The various data-collection modes are mutually exclusive.

Question 35

Voice pitch analysis measures emotional reactions through changes in the respondent's voice and is a type of mechanical observation.

Question 36

Observing children playing with new toys is an example of unstructured observation.

Question 37

Which of the following is a disadvantage of the survey method of data collection?

A)The questionnaire is simple to administer.
B)The data obtained are reliable because the responses are limited to the alternatives stated.
C)Wording questions properly is not easy.
D)Coding, analysis, and interpretation of data are relatively simple.

Question 38

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 39

Content analysis could be profitably employed in the analysis of structured questions.

Question 40

Computer assisted personal interviews tend to be the most expensive mode of data collection per completed response.

Question 41

The use of physical stimuli is not limited in ________.

A)traditional telephone interviews
B)CATI
C)e-mail surveys
D)mall-intercept interviews

Question 42

The extent to which the respondent can interact with the interviewer and survey questionnaire refers to the ________.

A)flexibility of data collection
B)sample control
C)response rate
D)control of data collection environment

Question 43

According to Table 6.2 in the text, the comparative evaluation of survey methods, the percentage of the total attempted interviews that are completed refers to the ________ criteria.

A)response rate
B)control of field force
C)social desirability/sensitive information
D)perceived anonymity

Question 44

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

A)flexibility of data collection
B)sample control
C)diversity of questions that can be asked in a survey
D)control of data collection environment

Question 45

Which personal interviewing method utilizes help screens and courteous error messages?

A)in-home
B)mall intercept
C)computer-assisted personal interview (CAPI)
D)e-mail

Question 46

________ is observation that involves a researcher monitoring all relevant phenomenon, without specifying the details in advance.

A)Natural observation
B)Contrived observation
C)Structured observation
D)Unstructured observation

Question 47

Which of the following statements about sample control is true?

A)Mailing lists for mail surveys are sometimes unavailable, outdated, or incomplete.
B)It is possible to identify specific user groups within a mail panel and to direct the survey to households with specific characteristics.
C)It can be difficult to prevent respondents from completing an Internet survey multiple times.
D)All of the above statements are true.

Question 48

According to Table 6.2 in the text, the comparative evaluation of survey methods, the tendency of the respondents to give answers that are socially acceptable whether or not they are true refers to the ________ criteria.

A)response rate
B)control of field force
C)social desirability/sensitive information
D)perceived anonymity

Question 49

Table 6.2 in the text provides a comparative evaluation of survey methods. Which two methods were shown as high on the flexibility of data collection criteria?

A)in-home interviews; computer assisted telephone interviews (CATI)
B)in-home interviews; mall intercept interviews
C)Internet; mall intercept interviews
D)computer assisted telephone interviews (CATI); mall intercept interviews

Question 50

According to Table 6.2 in the text, the comparative evaluation of survey methods, interviewers and supervisors involved in data collection refers to the ________ criteria.

A)response rate
B)control of field force
C)social desirability/sensitive information
D)perceived anonymity

Question 51

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 52

Observational methods may be ________ or ________.

A)structured; unstructured
B)direct; indirect
C)conducted in a natural environment; conducted in a contrived environment
D)all of the above

Question 53

________ involves observation techniques where the researcher clearly defines the behaviors to be observed and the methods by which they will be measured.

A)Natural observation
B)Contrived observation
C)Structured observation
D)Unstructured observation

Question 54

The Internet is the fastest method of obtaining data from a large number of respondents. There are many reasons for this speed. Which of the following is not one of those reasons?

A)the speed with which the questionnaire can be created
B)the speed with which the incentive is sent
C)the speed with which the questionnaire is distributed to respondents
D)the speed with which the data are returned

Question 55

Table 6.2 in the text provides a comparative evaluation of survey methods. Which two methods are shown as low on the quantity of data criteria?

A)traditional telephone interviews; computer assisted telephone interviews (CATI)
B)in-home interviews; mall intercept interviews
C)Internet; mall intercept interviews
D)computer assisted telephone interviews (CATI); mall intercept interviews

Question 56

The degree of interaction the respondent has with the interviewer and the questionnaire, as well as the ability to actually see the questions, refers to the ________.

A)respondent control
B)sample control
C)diversity of questions that can be asked in a survey
D)control of data collection environment

Question 57

Advantages of Web 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 58

Decisions related to "monetary versus non-monetary" and "prepaid versus promised amount" relate to which portion of the mail interview package?

A)outgoing envelope
B)cover letter
C)questionnaire
D)incentive

Question 59

Table 6.2 in the text provides a comparative evaluation of survey methods. Mall intercept surveys allow for diversity of questions.Which two additional methods are also shown as high on the diversity of question criteria?

A)in-home interviews; computer assisted personal interviews (CAPI)
B)in-home interviews; computer assisted telephone interviews (CATI)
C)Internet; computer assisted telephone interviews (CATI)
D)computer assisted telephone interviews (CATI); mall-intercept interviews

Question 60

Decisions related to the ________ portion of the mail interview package involve sponsorship, personalization, and type of appeal (Table 6.1 in the text).

A)outgoing envelope
B)cover letter
C)questionnaire
D)incentive

Question 61

Which of the following statements is true about ethnographic research?

A)It is the study of human behavior in its natural context and involves observation of behavior and setting along with depth interviews.
B)Sometimes audio and visual recordings are obtained.
C)Both A and B are correct.
D)None are correct.

Question 62

________ includes observation as well as analysis.

A)Trace analysis
B)Mechanical observation
C)Personal observation
D)Content analysis

Question 63

In the department store project, license plate observations could be used to establish the primary trading area of a shopping mall. Observers record the license plate numbers of the automobiles in a parking lot. This is an example of ________.

A)mechanical observation
B)personal observation
C)content analysis
D)trace analysis

Question 64

________ is an approach in which data collection is based on physical traces, or evidence, of past behavior.

A)Mechanical observation
B)Personal observation
C)Content analysis
D)Trace analysis

Question 65

________ involves trained observers posing as consumers and shopping at company - or competitor-owned stores to collect data about customer-employee interaction and other marketing variables. (Choose the best answer.)

A)Personal observation
B)Structured observation
C)Mystery shopping
D)Contrived observation

Question 66

In the department store patronage project, ________ may be used to analyze magazine advertisements of the sponsoring and competing stores to compare their projected images.

A)mechanical observation
B)personal observation
C)content analysis
D)trace analysis

Question 67

Which statement is false concerning the different observation methods?

A)Mechanical observation can vary widely from low to high structure depending upon on the methods used.
B)The degree of disguise is low in the case of audits, as it is difficult to conceal the identity of auditors.
C)Observation bias is high in the case of mechanical observation because a human observer is involved.
D)The ability to observe in a natural setting is low in trace analysis because the observation takes place after the behavior has occurred.

Question 68

Nielsen uses audimeters attached to television sets to continually record what channel the set is tuned to. This is an example of ________.

A)mechanical observation
B)personal observation
C)content analysis
D)trace analysis

Question 69

________ is a method of last resort.

A)The mail interview
B)Content analysis
C)Trace analysis
D)The mall intercept interview

Question 70

The most serious disadvantage of observation is ________.

A)if the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods.
B)the reasons for the observed behavior may not be determined because little is known about the underlying motives, beliefs, attitudes, and preferences.
C)observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior.
D)observational data is often time consuming and expensive and it is difficult to observe certain forms of behavior, such as personal activities.

Question 71

Discuss the personal interviewing methods.

Question 72

Briefly discuss mechanical observation. What is it and why is it used? Describe two devices used for mechanical observation that do not require the respondent's direct participation.

Question 73

Which statement is not true about natural observation?

A)The observed phenomenon will more accurately reflect the true phenomenon.
B)A disadvantage of natural observation is the cost of waiting for the phenomenon to occur.
C)A test kitchen set up in a shopping mall would be used in a natural observation.
D)A disadvantage is the difficulty of measuring the phenomenon in a natural setting.

Question 74

In the context of the department store patronage project, analyzing store charge card slips to examine customer store credit usage behaviors is an example of ________.

A)mechanical observation
B)personal observation
C)content analysis
D)trace analysis

Question 75

Which of the following advantages is not a reason why data analysis bias is low for audits and content analysis?

A)because the variables are precisely defined
B)because the phenomenon to be observed can be recorded continuously
C)because the data are quantitative
D)because statistical analysis is conducted

Question 76

When Canon Cameras was losing market share in the United States to Minolta, Canon decided that its distributor, Bell & Howell, was not giving adequate support. Canon sent Tatehiro Tsuruta to the United States to look into the problem. On entering a camera store, he would act just like a customer. He would note how the cameras were displayed and how the clerks served customers. Canon utilized ________, ________ observation in a ________ setting.

A)unstructured; disguised; contrived
B)unstructured; disguised; natural
C)structured; undisguised; natural
D)structured; undisguised; contrived

Question 77

Discuss how the researcher would code and analyze data obtained from a content analysis.

Question 78

Which of the following advantages is the greatest advantage of observation methods?

A)If the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods.
B)The data obtained are reliable because the responses are limited to the alternatives stated.
C)Observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior.
D)Coding, analysis, and interpretation of data are relatively simple.

Question 79

Discuss the traditional mail interview method and the typical mail interview package.

Question 80

Which of the following marketing applications is not an example of trace analysis?

A)A sample of 100 magazines were examined to determine how the portrayal of women in U.S.magazine advertisements has changed over the past 10 years.
B)The selective erosion of tiles in a museum indexed by the replacement rate was used to determine the relative popularity of exhibits.
C)The age and condition of cars in a parking lot were used to assess the affluence of customers.
D)The magazines people donated to charity were used to determine people's favorite magazines.