Deck 5: Survey Research

Question 1

A researcher who must ask highly confidential questions may use a mail survey to avoid interviewer bias.

Answer 1

True

Question 2

Auspices bias is a type of response bias caused by individuals' responses being influenced by the organisation conducting the study.

Answer 2

True

Question 3

A persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameter is called sample bias.

Answer 3

False

Question 4

A survey is a method of gathering primary data that is based on communication with all individuals in the target population.

Question 5

Surveys are a slow and expensive means of assessing information about a population.

Question 6

The type of information collected in surveys is predominantly driven by the respondents.

Question 7

A random 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 8

A business that selects its sample from the phone book will have some random sampling error, because unlisted numbers are not included.

Question 9

Response rates in email and online surveys have been found to be higher than in traditional survey methods.

Question 10

A statistical fluctuation that occurs because of chance variation in the elements selected for a sample is called systematic error.

Question 11

A category of sample bias resulting from some respondent actions or inaction is called respondent error.

Question 12

An advantage of kiosk interactive surveys, where respondents interact with an on-site computer, is that they can be used to help reduce self-selection bias.

Question 13

A self-selection bias occurs when respondents intentionally or unintentionally provide information that misrepresents the truth.

Question 14

In a mall interview, the researcher must recognise that he or she should be looking for a representative sample of the total population.

Question 15

Statistical errors in survey research can be avoided by ensuring the sample is randomised.

Question 16

Two general types of random sampling error are respondent error and administrative error.

Question 17

Acquiescence bias is a type of response bias that results because individuals tend to use extremes when responding to questions.

Question 18

Errors are common to all types of survey.

Question 19

The statistical differences between a perfect survey and a survey that includes only those who responded (including those who failed to respond) are referred to as sample selection error.

Question 20

An advantage of cross-sectional designs is that they measure behaviour and attitudes over a period of time.

Question 21

Cross-sectional studies are sometimes called cohort studies.

Question 22

Asking the respondent 'Why do you prefer to shop at David Jones?' is an example of a structured question.

Question 23

Screening the questionnaire with other research professionals is a form of pretesting.

Question 24

Which of the following types of response bias is particularly prominent in new product research?

A) Acquiescence bias
B) Auspices bias
C) Social desirability bias
D) Extremity bias

Question 25

When a participant conceals information to avoid embarrassment, they cause a response bias in the data.

Question 26

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, it is an example of:

A) acquiescence bias.
B) extremity bias.
C) self-selection bias.
D) auspices bias.

Question 27

Which type of response bias is likely to occur when respondents are interviewed by organisations that they hold in high esteem?

A) Social desirability bias
B) Auspices bias
C) Extremity bias
D) Acquiescence bias

Question 28

An advantage of door-to-door personal interviews is the low item non-response rate.

Question 29

The statistical differences between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond are referred to as:

A) nonresponse errors.
B) random sampling errors.
C) respondent errors.
D) refusal errors.

Question 30

To investigate fashion shopping habits, a researcher conducts mall intercept interviews with female shoppers during the day. Which type of administrative error is likely to occur?

A) Interviewer error
B) Sample-selection error
C) Data-processing error
D) Interviewer cheating

Question 31

A major advantage of mail surveys is that they have low item nonresponse rate.

Question 32

A bias that occurs because people who feel strongly about a subject are more likely to respond to survey questions than people who feel indifferent about it is referred to as:

A) extremity bias.
B) social desirability bias.
C) self-selection bias.
D) auspices bias.

Question 33

Due to the unstructured nature of personal interviews they are free from interviewer bias.

Question 34

Which type of response bias is likely to occur when an interviewer tries to save time by shortening the questions posed to respondents?

A) Social desirability bias
B) Self-selection bias
C) Interviewer bias
D) Acquiescence bias

Question 35

When a respondent tells an interviewer that his annual income last year was $40 000 (because he is embarrassed to admit that it was $20 000), it is an example of:

A) nonresponse error.
B) auspices bias.
C) extremity bias.
D) social desirability bias.

Question 36

Tracking studies assess aggregate trends over time, but do not allow you to track individuals over time.

Question 37

An advantage of conducting personal interviews is that you can demonstrate new product ideas through the use of props and visual aids.

Question 38

In survey research, a refusal is said to occur when a person is:

A) unwilling to participate in the research.
B) inaccessible on the first and second contact attempts.
C) not contacted to participate in the research.
D) not suitable to take part in the research.

Question 39

A statistical fluctuation that occurs because of chance variation in the elements selected for a sample is known as a:

A) systematic error.
B) random sampling error.
C) self-selection error.
D) non-sampling error.

Question 40

Personal interviews are often anonymous.

Question 41

If a respondent's answer is too vague during a personal interview, and the interviewer says, 'Can you tell me more about what you had in mind?', it is an example of a:

A) probe.
B) pretest.
C) callback.
D) follow-up.

Question 42

Which of the following is not a characteristic of telephone interviews?

A) They can provide representative samples.
B) They are becoming relatively expensive.
C) They can collect data quickly.
D) They are more impersonal than face-to-face interviews.

Question 43

Samsung would like to showcase its latest LED television and gather some feedback about consumers' viewing experiences. Which of the following survey methods would be most appropriate?

A) Mall intercept interview
B) Mail survey
C) Internet survey
D) Telephone interview

Question 44

Which of the following statements about internet surveys is false?

A) Even with internet surveys, self-selection bias may still exist.
B) Internet surveys allow researchers to sample a large audience from around the globe.
C) Internet surveys allow researchers to personalise individual messages on questionnaires.
D) With internet surveys, respondents can be assured that personal information will remain private.

Question 45

Which of the following method provide opportunity to give feedback to the respondent.

A) Personal interviews
B) Email survey
C) Computerised telephone interview
D) Kiosk interactive survey

Question 46

Which of the following survey methods would be likely to result in a high probability of respondents misunderstanding questions?

A) Mall intercept interview
B) Door-to-door interview
C) Telephone interview
D) Mail survey

Question 47

A telephone interviewer calls a Netflix subscriber and asks him or her to view a new show at a certain time. An appointment is made to interview the respondent shortly after the show is aired. This is an example of a(n):

A) virtual survey.
B) drop-in method.
C) mixed-mode survey.
D) internet survey.

Question 48

Which of the following statements about self-administered questionnaires is not true?

A) They rely on the clarity of the written word.
B) They rely on the skills of the interviewer.
C) They are relatively inexpensive compared with personal and telephone interviews.
D) They can be filled out when respondents have time.

Question 49

When an interviewer asks a respondent, 'When was the last time you attended a concert?', it is most likely to result in a(n):

A) unconscious misrepresentation.
B) deliberate falsification.
C) extremity bias.
D) refusal error.

Question 50

Of the following survey methods, which is the most costly approach?

A) Mail survey
B) Door to door personal interview
C) Telephonic interview
D) Internet survey

Question 51

Which of the following might be the best method to survey people in less developed countries?

A) Mail survey
B) Internet survey
C) Personal interview
D) Telephone interview

Question 52

Which of the following survey methods is most appropriate when the researcher needs to ask highly confidential questions?

A) Mail survey
B) Mall intercept personal interview
C) Telephone interview
D) Door-to-door personal interview

Question 53

Which of the following has typically been shown to be the most effective and the least biasing incentive used in mail surveys to improve response rates?

A) An enclosed ball-point pen
B) A monetary incentive
C) A lottery ticket
D) A movie voucher

Question 54

When data need to be collected as quickly as possible from a large sample, the most appropriate survey method would be:

A) door-to-door interview.
B) mall intercept interview.
C) internet survey.
D) mail survey.

Question 55

An interviewer returns to an address to recontact an individual selected for a sample who was not at home last week. This scenario is an example of a:

A) follow-up.
B) probe.
C) precall
D) callback.

Question 56

Of the following survey methods listed, which is likely to result in the lowest item nonresponse rate?

A) Mail survey
B) Door-to-door interview
C) Telephone interview
D) Mall intercept interview

Question 57

Which of the following statements about email surveys is not true?

A) The speed of email distribution and the quick response time can be major advantages for surveys with time-sensitive issues.
B) Email is a relatively new method of communication, and many individuals cannot be reached via this method.
C) Response rates in email surveys have been found to be higher than in traditional survey methods.
D) The guidelines for mail surveys apply to email surveys.

Question 58

When an interviewer asks a respondent, 'Why do you shop at Coles?', it is an example of which type of question?

A) Disguised
B) Structured
C) Unstructured
D) Ill-defined

Question 59

A screening procedure that involves a trial run with a group of respondents to iron out fundamental problems in the survey design is known as:

A) probing.
B) pretesting.
C) callback.
D) follow-up.

Question 60

An attempt to contact respondents before an interview to let them know that an interview request in on its way is called as:

A) Follow up
B) Probe
C) Precall
D) Call back

Question 61

Screening your questionnaire with other research professionals will help identifying all of the following potential problems except:

A) ambiguous question wording.
B) order bias.
C) leading questions.
D) sample selection bias.

Question 62

Self-selection of sample is a problem in which of the following types of survey?

A) Mail survey
B) Personal interview
C) Telephonic survey
D) Kiosk interactive survey