Deck 6: Descriptive Research Design: Survey and Observation

Question 1

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

Answer 1

False

Question 2

Not all survey methods are appropriate in a given situation.

Answer 2

True

Question 3

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

Answer 3

True

Question 4

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 5

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 6

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 7

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

Question 8

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.

Question 9

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.

Question 10

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

Question 11

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

Question 12

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

Question 13

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

Question 14

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

Question 15

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

Question 16

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

Question 17

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

Question 18

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

Question 19

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

Question 20

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 21

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

Question 22

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 23

Which of the following is not a personal interview method?

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

Question 24

Unstructured observation is most appropriate for conclusive research.

Question 25

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

Question 26

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

Question 27

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 28

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

Question 29

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

Question 30

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

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

Question 31

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

Question 32

The various data-collection modes are mutually exclusive.

Question 33

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

Question 34

Which of the following statements is not correct about computer-assisted telephone interviewing (CATI)?

A) 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.
B) The computer checks the responses for appropriateness and consistency.
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 35

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

Question 36

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

Question 37

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) Internet
D) computer-assisted telephone interviewing (CATI)

Question 38

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 39

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

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

Question 40

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

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

Question 41

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

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

Question 42

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

Question 43

Limitations of e-mail surveys include all of the following except ________.

A) Skipping instructions (e.g. ,"If the answer to question 5 is yes,go to question 9")must appear explicitly,just as on paper
B) There is inherent self-selection bias
C) Some e-mail software products limit the length of the body of an e-mail message
D) Questionnaires cannot utilize programmed skip patterns,logic checks,or randomization

Question 44

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

Question 45

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

Question 46

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

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

Question 47

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

Question 48

The use of physical stimuli is not limited in ________.

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

Question 49

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) Skip patterns can be programmed and performed automatically.
C) It is possible to validate responses as they are entered.
D) All of the above are correct.

Question 50

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

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

Question 51

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

Question 52

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

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

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

Question 54

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

Question 55

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

Question 56

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

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

Question 57

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

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

Question 58

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

Question 59

Observational methods may be ________ or ________.

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

Question 60

Which of the following statements about sample control is true?

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

Question 61

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

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

Question 62

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

Question 63

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

Question 64

________ 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) Contrived observation
C) Structured observation
D) Mystery shopping

Question 65

________ includes observation as well as analysis.

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

Question 66

Which statement is false concerning the different observation methods?

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

Question 67

________ is a method of last resort.

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

Question 68

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

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

Question 69

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

Question 70

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

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

Question 71

Which of the following statements is true about ethnographic research?

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

Question 72

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

A) Coding,analysis,and interpretation of data are relatively simple.
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) If the observed phenomenon occurs frequently or is of short duration,observational methods may be cheaper and faster than survey methods.

Question 73

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 74

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

A) The age and condition of cars in a parking lot were used to assess the affluence of customers.
B) The magazines people donated to charity were used to determine people's favorite magazines.
C) 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.
D) The selective erosion of tiles in a museum indexed by the replacement rate was used to determine the relative popularity of exhibits.

Question 75

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

Question 76

The most serious disadvantage of observation is ________.

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

Question 77

Which statement is not true about natural observation?

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

Question 78

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) content analysis
C) trace analysis
D) personal observation

Question 79

Discuss the personal interviewing methods.

Question 80

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) trace analysis
C) personal observation
D) content analysis