Deck 9: Information From Respondents: Issues in Data Collection

Question 1

A researcher who is doing a survey has the advantage of being able to collect a great deal of data about an individual respondent at one time.

Answer 1

True

Question 2

The length of the questionnaire is immaterial in any type of research.

Answer 2

False

Question 3

Which of the following conditions must a researcher reasonably satisfy in order to get meaningful survey results?

Answer 3

E

Question 4

The best way to improve the response rate of mail interviews is to

A) offer an incentive
B) pre-notify people of the survey
C) use colored questionnaires
D) use first class mail
E) none of the above

Question 5

Respondent's impression of the interviewer impacts interviewer error.

Question 6

People who refuse to be interviewed are likely to be different in important respects from those who agree to participate.For this reason, a high rate of refusal may be a major source of survey error.

Question 7

Survey data only cover knowledge, behavior, and classification variables.A survey is inadequate for recording a respondent's attitudes.

Question 8

Which of the following is a survey method in which the environment plays no part in the data collection process?

A) Telephone interview
B) Self-administered survey
C) Personal interview
D) All of the above
E) None of the above

Question 9

There is consistent evidence that people's willingness to answer survey questions is related to their belief that market research studies benefit the public.

Question 10

For which of the following response bias factors does salary, education, tastes, and lifestyles play a large role?

A) Courtesy bias
B) Uninformed response error
C) Time and pressure
D) Prestige seeking response bias
E) Invasion of privacy

Question 11

One of the reasons people refuse to participate in surveys is fear of the motives of an interviewer or of the uses to which the data will be put.

Question 12

Group administered surveys are marked by poor response rates.

Question 13

Using projective tests and unobtrusive measures to circumvent the need for a respondent's consent

Question 14

Toward the end of a long interview, the accuracy of responses is likely to decline.

Question 15

Measuring behavior often means assessing the aspects of what, where, when, and how often

Question 16

The reading and writing skills of the respondents and their motivation to cooperate are two salient considerations in choosing a mode of data collection.

Question 17

How can the problem of interviewer errors be minimized?

A) switching to an alternative mode of data collection
B) increasing the sample size
C) proper recruiting, selecting, training, motivation, and control of interviewers
D) disguising the purpose of the research project
E) none of the above

Question 18

A researcher should be aware that, when in doubt, a respondent will give too little rather than too much information about past behavior.

Question 19

One way to reduce nonresponse error is to try to interview respondents in ways that are less intrusive in their lives.

Question 20

Open-ended questions are most suited for self-administered questionnaires.

Question 21

Inaccuracy in response refers to all of the following except

A)distortion of answers to an income question.
B)respondents who refuse to clarify their answers and who seem anxious to end the interview.
C)respondents who forget how many times in the past month they have been shopping and who underestimate or overestimate the number of
Times when asked.
D)a wife who makes educated guesses about her husband's reading habits.
E)an interviewer who makes up survey answers to questions that seem silly and obvious.

Question 22

The best solution to minimizing interview errors involves

A)the recruitment and selection of interviewers.
B)the training of interviewers.
C)the motivation of interviewers.
D)the control of interviewers.
E)all of these.

Question 23

In the case of a self-administered questionnaire, it is better to opt for ____________ questions.

A)open-ended
B)close-ended
C)visual
D)long
E)double-barreled

Question 24

Which of the following are memory errors that affect respondents' ability to respond?

A)likelihood of forgetting an episode
B)telescoping error, where events are remembered as occurring more recently than it actually did
C)averaging error, where events are reported as more like the norm
D)omission error, where events or some aspects of an experience are left out
E)all of the above.

Question 25

A phenotypic source of refusals refers to

A)the indigenous characteristics of respondents such as age, sex and occupation)
B)characteristics of the data collection procedure questions asked, length of the interview)
C)respondents who refuse to clarify their answers and who seem anxious to end the interview.
D)respondents who forget how many times in the past month they have been shopping and who underestimate or overestimate the number of
Times when asked.
E)None of the above.

Question 26

The primary data collection method widely used in marketing research is the

A)survey method.
B)observation method.
C)focus group method.
D)experiment method.
E)Thematic appreciation test.

Question 27

All of the following are sources of interviewer error except

A)an interviewer who shares with a respondent basic characteristics, such as age and social class.
B)an interviewer in a shopping center who selects a respondent on the basis of appearance.
C)an interviewer who tailors the language of the questionnaire to fit an individual respondent's social characteristics.
D)an interviewer who establishes rapport with a respondent by agreeing with the respondent's views.
E)all of these are sources of interviewer error.

Question 28

___________ are the most costly form of data collection.

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

Question 29

A genotypic source of refusals refers to

A)the indigenous characteristics of respondents such as age, sex and occupation)
B)characteristics of the data collection procedure questions asked, length of the interview)
C)respondents who refuse to clarify their answers and who seem anxious to end the interview.
D)respondents who forget how many times in the past month they have been shopping and who underestimate or overestimate the number of
Times when asked.
E)None of the above.

Question 30

High refusal rates

A)are more likely in personal interviewing than in a mail survey.
B)are a major source of error, since those who refuse to participate are likely to differ in important respects from
Respondents.
C)are beyond a researcher's control.
D)are not a problem in some surveys because those who refuse to participate can be replaced by cooperative respondents.
E)none of the above.