Question 1

Personal interviewing is characterized by the interaction of four entities: the researcher, the interviewer, the interviewee, and the research environment.

Accepted Answer

Personal interviewing involves the researcher (who designed the study and research questions), the interviewer (who is responsible for conducting the interview), the interviewee (who is being interviewed), and the research environment (which can impact the interview process and data collected).

Question 2

The researcher who uses a mail survey does not have control over who answers the survey or the order in which the respondent reads the questions.

Accepted Answer

The researcher does not have control over who responds to the survey and can't ensure that the questions are read in a specific order.

Question 3

The evidence shows that researchers can improve the response rate of a mail survey by personalizing the mail and promising the respondents' anonymity.

Accepted Answer

False

Question 4

The at home or work interview, in which consumers are interviewed in person in their homes or at their office, has traditionally been considered the best survey method.

Accepted Answer

The statement is true. At home or work interviews are considered to be the best survey method as they allow the interviewer to build a personal rapport with the respondent, observe their behavior and environment, and get accurate responses.

Question 5

While telephone interviewing generally has the advantages of being faster and more economical, personal interviewing has fewer administrative problems.

Accepted Answer

Personal interviewing can have administrative problems such as scheduling and transportation, but it allows for greater depth and nuance in the interview process.

Question 6

Mail surveys are preferred when a large amount of information is required and when the questions are complex.

Accepted Answer

Mail surveys often have lower response rates and are less suitable for complex questions because there is no interviewer to clarify or probe deeper as in face-to-face or telephone surveys.

Question 7

The cost per completed interview is higher in a telephone interview as compared to a personal interview.

Accepted Answer

Personal interviews typically have higher costs due to expenses related to travel, time, and potentially venue arrangements, whereas telephone interviews can be conducted more efficiently and cost-effectively.

Question 8

In purchase intercept technique, the researcher unobtrusively observes the customer make a purchase in a particular product category; then the researcher intercepts the customer for an interview as soon as the purchase has been made

Accepted Answer

This statement describes the purchase intercept technique accurately.

Question 9

The advantage of the purchase intercept technique is that it samples not only the purchasers but also those who influence the purchase decision.

Accepted Answer

The purchase intercept technique primarily targets and interviews individuals at the point of purchase or consumption, focusing mainly on those who are making the purchase rather than including those who might influence the purchase decision but are not present.

Question 10

The cost per completed interview is generally higher for personal interviewing than for telephone interviewing.

Accepted Answer

Personal interviewing requires more resources such as travel expenses, accommodations, and higher wages for interviewers, while telephone interviewing can be conducted from a centralized location, resulting in lower costs per completed interview.

Question 11

The personal interviewing process is characterized by the interaction of three entities: the researcher, the purpose, and the process.

Accepted Answer

The personal interviewing process is characterized by the interaction of three entities: the interviewer, the respondent, and the interview process.

Question 12

Each telephone number has an equal chance of being called in a systematic random digit dialing.

Accepted Answer

Systematic random digit dialing is a method of sampling where a random starting point is chosen and then every nth person or telephone number is selected from a list. This ensures that each telephone number has an equal chance of being called, as they are selected based on a specific pattern rather than any prior knowledge or bias.

Question 13

The major disadvantage of the purchase intercept technique is that it does not aid in buyer recall.

Accepted Answer

The purchase intercept technique involves directly interacting with customers at the point of purchase or shortly after, which can actually aid in buyer recall by capturing their immediate reactions and experiences.

Question 14

Shopping center interviews are widely used because shoppers are representative of the general population.

Accepted Answer

Shopping center interviews often target a specific demographic that frequents that particular location, which may not be representative of the general population.

Question 15

Self-administered questionnaires are used in countries that have a low telephone ownership.

Accepted Answer

The answer of Self-administered questionnaires are used in countries that...

Question 16

The researcher does not have to deal with selection bias when using a mail panel because panel members are recruited to match the general population.

Accepted Answer

While mail panels can be used to minimize certain types of selection bias, such as self-selection bias, it is not accurate to say that panel members are recruited to match the general population. Mail panel members are typically volunteers who may not be representative of the general population. Therefore, researchers must still take steps to account for potential selection bias when using a mail panel.

Question 17

The door-to-door method is not a viable method to do long detailed interviews.

Accepted Answer

Door-to-door interviews can be viable for long detailed interviews as they allow for personal interaction and the opportunity to gather in-depth information directly from respondents.

Question 18

One method of coping with nonresponse to mail surveys is to assume that those who take longer to respond are much like nonrespondents and to extrapolate from this group the projected answers of nonrespondents.

Accepted Answer

This method is known as the "late response follow-up" technique, and it assumes that those who respond later are similar to nonrespondents in their characteristics and/or attitudes. Therefore, their answers can be used to estimate the responses of nonrespondents.

Question 19

The major advantage of using a mail panel is a high response rate.

Accepted Answer

Mail panels, which consist of individuals who have agreed in advance to participate in surveys over a period of time, typically yield high response rates because participants are pre-selected for their willingness to respond, leading to more reliable and consistent data collection.

Question 20

Mail surveys apparently produce more accurate responses, but only among those who complete the survey.

Accepted Answer

The answer of Mail surveys apparently produce more accurate responses,...

Quiz 10: Information From Respondents: Survey Methods