Deck 5: Traditional Survey Research

Question 1

The Bureau of the Census reported that a more accurate estimate of the total population in the U.S. could be accomplished by a carefully selected sample, rather than with a census. What broad classification of errors is the researcher indirectly alluding to?

A) random error
B) selection error
C) measurement error
D) frame error
E) none of the above

Answer 1

C

Question 2

Collecting information such as consumer demographics and lifestyle characteristics would be illustrative of which reason for the high usage of surveys in marketing research?
A) the need to know who does certain things

A) the need to know why certain things are done or not done
C) the need to explain cause and effect relationships
D) the need to know how consumers make decisions
E) All are reasons for the high rate of usage of surveys in marketing research

Answer 2

B

Question 3

In the pretesting of a questionnaire, a researcher finds that respondents perceive several of the questions as leading, and others as difficult to understand. If the researcher does not make the necessary revisions to the questionnaire, there will probably be a large amount of which of the following?

A) processing error
B) interviewer error
C) surrogate information error
D) measurement instrument bias
E) none of the above

Answer 3

D

Question 4

A marketing researcher subcontracts the data collection process to a field services firm. After the data is collected, the researcher is editing the questionnaires, and finds a large number of mistakes. In many cases skip patterns were not followed, and difficult questions were often skipped. The researcher contacts several of the persons that did the interviewing and finds that they received little, and in some cases, no training or supervision. What kind of error is evident here?

A) processing error
B) interviewer error (bias)
C) surrogate information error
D) measurement instrument bias
E) none of the above

Question 5

When a researcher uses an incomplete sampling frame for a study, this is referred to as __________.

A) surrogate information error
B) selection error
C) frame error
D) none of the above

Question 6

Which of the following is not a sampling design error?

A) Selection error
B) Population Specification Error
C) Frame error
D) Interviewer error
E) All are sampling design errors

Question 7

A researcher hired 20 interviewers to conduct door-to-door interviews in a particular city. In the process of verifying the responses for one of the interviewers, the researcher found that the interviewer surveyed consecutive houses in a particular subdivision, instead of selecting every third house. What kind of error has occurred here?

A) selection error
B) measurement error
C) processing error
D) interviewer error
E) none of the above

Question 8

A questionnaire that is not computer coded, thereby increasing the complexity of inputting the questionnaire data into a database, will probably suffer from which of the following?

A) processing error
B) interviewer error
C) surrogate information error
D) measurement instrument bias
E) none of the above

Question 9

The fact that not every household has a published phone number can cause which type of error in telephone surveys?

A) sample frame error
B) random error
C) population specification error
D) surrogate information error
E) none of the above

Question 10

When survey respondents deliberately falsify their income this is known as which type of bias?

A) interviewer bias
B) nonresponse bias
C) measurement instrument bias
D) response bias
E) none of the above

Question 11

_____________ results from mistakes or problems in the research design.

A) Systematic error
B) Processing error
C) Interviewer error
D) Random error
E) None of the above

Question 12

Non-response bias results from a systematic difference between those who do and those who do not_____________________.

A) respond
B) know the answers
C) match the sampling frame
D) tell the truth
E) a & d

Question 13

A manufacturer of desserts tested a new five-minute dessert on working females. A marketing research firm was employed to measure consumer response to the dessert. The results of the survey were dismal. The manufacturer was sure the new quickie dessert would be appealing to working females. A follow-up focus group revealed that working females without children were not interested in the new idea, but working females with children were. What kind of error was evident in the initial survey?

A) sample frame error
B) random error
C) population specification error
D) surrogate information error
E) none of the above

Question 14

Which of the following is not a reason surveys have a high rate of usage in marketing research?

A) the need to know why certain things are done or not done
B) the need to know who does certain things
C) the need to explain cause and effect relationships
D) the need to know how consumers make decisions
E) All are reasons for the high rate of usage of surveys in marketing research.

Question 15

The difference between the sample value and the true value in the population under study is referred to as _______.

A) sampling error
B) random error
C) measurement error
D) chance variation
E) none of the above

Question 16

This type of sample design error can occur even when the population is correctly specified and a proper sample frame is being used.

A) measurement error
B) interviewer error
C) processing error
D) selection error
E) none of the above

Question 17

When the researcher achieves a very low response rate, he/she should be concerned with ______________.

A) surrogate information error
B) refusal rate error
C) nonresponse bias (error)
D) measurement instrument bias (error)
E) none of the above

Question 18

At which point do people typically refuse to take a survey?

A) before the survey introduction
B) after the introduction
C) after the warm-up questions
D) once the survey is well underway
E) the rate of refusal is about the same for each of the above

Question 19

The fact that people in their twenties are more technology savvy than those over the age of forty should be taken into account when determining the population for a survey about new social media options to avoid________________.

A) sample frame error
B) random error
C) population specification error
D) surrogate information error
E) none of the above

Question 20

A researcher placed interviewers at multiple entrances and exits to a mall and asked them to interview a wide sample of mall visitors including parents, couples, and singles. In the process of verifying the responses, the researcher found that one interviewer only sampled mothers with children. The interviewer noted that only mothers with young children entered via his entrance. What kind of error has occurred here?

A) selection error
B) measurement error
C) processing error
D) frame error
E) none of the above

Question 21

Which of the following is an advantage of CATI?

A) automatically handling respondent selection
B) automatically handling skip patterns
C) eliminating selection bias
D) computer tabulation of data can occur at any time
E) All of the above are advantages of CATI.

Question 22

A population must be defined before research can begin.

Question 23

Which of the following is an example of a self-administered questionnaire?

A) telephone survey
B) door-to-door survey
C) mail survey
D) mall intercept
E) none of the above

Question 24

What refers to the extent to which the questionnaire follows a set sequence or order, has a predetermined wording of questions, and relies on closed-ended question?

A) Arrangement
B) Structure
C) Configuration
D) Organization

Question 25

__________ is the industrial equivalent of door-to-door interviewing.

A) Mall-intercept interviewing
B) Telephone interviewing
C) Corporate interview
D) Executive interview

Question 26

The need to know who, why, and how are the primary reasons behind surveys.

Question 27

All of the following are factors that determine the selection of a particular survey method except:

A) Sampling precision
B) Specific, chosen respondents
C) Budget
D) Incidence rate

Question 28

A ________________ has the advantage that an interviewer can show, explain, and probe for further answers in a public venue.

A) Mall-intercept interview
B) Call center telephone interview
C) Self administered questionnaire
D) Mail survey

Question 29

The total amount of error in a particular project involving a survey is referred to as random error.

Question 30

Door-to-door interviews remain a reliable data collection method.

Question 31

What interviews are conducted by running into people in a big shopping area and interviewing them face-to-face?

A) Mall-intercept interviews
B) Door-to-door interviews
C) Executive interviews
D) Random interviews

Question 32

A ________________ has the advantage that a supervisor can monitor the process and excellent samples are obtained. The interviewer will also be able to explain and probe.

A) Mall-intercept interview
B) Call center telephone interview
C) Self administered questionnaire
D) Mail survey

Question 33

Which of the following is not a disadvantage of a telephone survey?

A) Respondents cannot be shown anything
B) Limits the type and quantity of information that can be obtained
C) Respondent's patience is finite over the phone
D) Call screening devices block numbers
E) Too many numbers are unlisted

Question 34

Surveys have a low rate of usage in marketing research compared to other means of data collection.

Question 35

Which of the following is currently the least popular type of data collection?

A) Internet surveys
B) mall-intercept interviews
C) door-to-door interviews
D) telephone surveys

Question 36

To determine how the same group of respondents feels at different points of time, the researcher must use what kind of study?

A) mail
B) Intenet
C) telephone
D) longitudinal

Question 37

A researcher who wants to use probing should consider using which type of questionnaire?

A) mail
B) Internet
C) telephone
D) none of the above

Question 38

A ________________ has the advantage the interviewer and any associated biases are eliminated. The respondent is not pressured to reply and they can work at their own pace.

A) Mall-intercept interview
B) Call center telephone interview
C) Self administered questionnaire
D) One on One interview

Question 39

Most marketing research is completely error free.

Question 40

Which of the following data collection techniques can produce excellent sample quality?

A) mail surveys
B) mall intercept
C) central location telephone
D) self-administered interviews
E) executive interviews

Question 41

Most current telephone research is biased due to the fact that many people have abandoned land lines in favor of cell phones.

Question 42

One of the major causes of surrogate information error is failure to properly define the research problem.

Question 43

Taste tests are more likely to be conducted in controlled environments.

Question 44

The length of the survey is an important determinant in whether a respondent will complete it.

Question 45

If the client needs to have survey results quickly, the Internet is not the best choice.

Question 46

Mail surveys are a type of self-administered questionnaire.

Question 47

When interviewers falsify data, the type of error introduced is interviewer error.

Question 48

Using a phone book as a sampling frame would not result in sampling frame error.

Question 49

What are the major factors that determine the selection of a particular survey method?

Question 50

Measurement error is often a more serious threat to survey accuracy than is random error.

Question 51

A client is contracting with a marketing research supplier concerning a survey that would be answered multiple times over a period of time. Which of the non-Internet forms of survey research would be most appropriate?

Question 52

It is possible for respondents to falsify answers unconsciously.

Question 53

What types of error would be most likely in each of the following circumstances?
a. telephone survey using only a telephone book
b. having members of the Dallas Cowboys Cheerleading Squad administer mall intercept interviews
c. asking respondents how much they spend on eating out in a year
d. mail survey of physicians
e. "Please indicate your annual household income." $ _________________

Question 54

Most of the refusals to participate in a survey occur after the introduction is read.

Question 55

More people participate in mail surveys than in any other type of traditional survey research.

Question 56

The quality of data is measured in terms of validity and reliability.

Question 57

Mail surveys and self-administered questionnaires have the same strengths and weaknesses.

Question 58

The ideal survey length is 2 to 5 minutes.

Question 59

Random-digit dialing enables market researchers to reach households with unlisted phone numbers.

Question 60

Inability to probe is a major disadvantage of mail and self-administered interviews.

Question 61

A research report regarding cell phone use found that:
83 percent use their phones to take pictures
64 percent share pictures with others
60 percent play music on their phones
11 percent shop via their phones
20 percent use email on their phones
Discuss what else you need to know to make this surveyed information useful.

Question 62

What type of problem would a researcher encounter if the interviewers are told they can probe using any real world example they want during a mall-intercept interview?

Question 63

A potential marketing research client contacts a supplier about a possible survey. Seems that the client is interested in establishing a snow skiing equipment business in Arkansas surveying and wants to survey Arkie snow skiers to get an estimate on potential. The consultant tells the potential client that such a survey may not be feasible, or at best would be very time consuming and expensive. What is the basis of the consultant's response.