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

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

Answer 3

False

Question 4

The purpose of survey research is to collect secondary data.

Question 5

The basic calculation for obtaining a response bias is to the number of legitimately completed questionnaires returned divided by the total number of sample members provided a chance to participate.

Question 6

The term survey is most often associated with quantitative research.

Question 7

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

Question 8

Most survey research is descriptive research.

Question 9

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

Question 10

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 11

Nonresponse error is a type of respondent error.

Question 12

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

Question 13

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

Question 14

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

Question 15

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 16

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 17

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

Question 18

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

Question 19

A cover letter that accompanies a questionnaire is an important means of inducing a reader to complete and return the questionnaire.

Question 20

Systematic errors are nonsampling errors.

Question 21

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 22

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 23

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

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

Question 24

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 25

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 26

Maximizing response rate will guarantee sample representativeness.

Question 27

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 28

Potential ethical issues in survey research might include ________________.

A) respondent's right to start and stop the survey at their convenience.
B) respondent's right to review the responses of other respondents.
C) respondent's right to defend their responses
D) respondent's right to privacy.

Question 29

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 30

When a research study has an error caused by the improper execution of the research task, this is called a

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

Question 31

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

Question 32

Barbara started a survey and was confused by the question format and the question content.This is an example of ____.

A) interviewer bias
B) deliberate falsification
C) unconscious misrepresentation
D) social desirability bias

Question 33

Systematic errors are also called ____

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

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

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 36

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 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

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

Question 39

Text-message surveys have all the advantages of mobile phone surveys, including increased reach, but share the disadvantages in terms of reaching only U.S.respondents who have opted in with expressed consent in some way.

Question 40

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

Question 41

Survey researchers generally choose from the following ways of pretesting EXCEPT

A) have other researchers screen the survey
B) pilot test the survey
C) pilot test the first three questions
D) have other researchers judge the content of survey items

Question 42

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 43

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 44

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 45

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 46

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

Question 47

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

Question 48

To determine the appropriate survey technique, the researcher might ask the following questions EXCEPT

A) How quickly is the information needed?
B) Will the study require a long and complex questionnaire?
C) Which method do I prefer?
D) Are respondents interested in the issues being investigated?

Question 49

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 50

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 51

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 52

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 53

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 54

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

Question 55

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 56

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

Question 57

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 58

Which survey method offers the least geographic flexibility?

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

Question 59

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 60

The only distinction between an Internet survey and an e-mail survey hosted on a Web platform like Qualtrics is the way the researcher ____

A) lays out the survey.
B) invites respondent participation.
C) incentivizes participants.
D) analyzes the results

Question 61

Discuss the advantages and disadvantages of mail surveys.

Question 62

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 63

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

Question 64

_________________ increase response rates across all survey modes.

Question 65

The idea behind ______________is that if many, many people are exposed to requests for participation, even a small percentage of completers can generate a large sample.

Question 66

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 67

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

Question 68

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

Question 69

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

Question 70

Name and describe the types of response bias.

Question 71

A self-administered survey administered using a Web-based questionnaire is called an _________ survey.

Question 72

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.

Question 73

Explain the advantages and disadvantages of surveys.

Question 74

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

Question 75

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

Question 76

Discuss the ethical issues in survey research.