Question 1

Long questionnaires can usually be handled best by
A) telephone interview.
B) mail questionnaire.
C) personal interview.
D) a focus group interview.
E) a depth interview.

Accepted Answer

Personal interviews allow for more detailed responses and clarification of questions, making them suitable for handling long questionnaires.

Question 2

A day before elections, a local political candidate for mayor made a speech stressing several important points. To find out whether these points impacted the candidate's popularity, he needed to obtain questionnaire data from registered hometown voters. He would be advised to employ
A) focus group interviews.
B) telephone interviews.
C) personal interview surveys.
D) a mail survey.
E) the use of a passive people meter.

Accepted Answer

The answer of A day before elections, a local political...

Question 3

The question: "What was your reaction to the Budweiser advertisement you saw on television during the Super Bowl?" is an example of which type of question where the respondents are free to answer in their own words rather than being limited to choosing from among a set of alternatives?
A) Open-ended questions.
B) Closed-ended questions.
C) Scaled-response questions.
D) Ad reaction measurement.
E) None of the above.

Accepted Answer

Open-ended questions allow respondents to answer in their own words without being restricted to predefined options.

Question 4

Studies that rely on phone books
A) Under represent households that move from one geographic area to another.
B) Often end up with an inadequate sampling frame.
C) Might encounter a non-coverage area.
D) Do not include wireless numbers.
E) All of the above are true.

Accepted Answer

Phone book studies underrepresent mobile households, often have inadequate sampling frames, might miss certain areas, and do not include wireless numbers, making all options true.

Question 5

Which of the following data collection methods provides the greatest degree of anonymity for respondents?
A) Mail surveys
B) Personal interviews
C) Online surveys
D) Telephone interviews
E) Mall intercepts

Accepted Answer

Mail surveys provide the greatest degree of anonymity because respondents can complete them in private and return them without direct interaction with the researcher.

Question 6

John was stopped at the local shopping centers and asked if he would be willing to participate in a research study. Since John was alone and mainly doing window-shopping, he agreed to participate. John was taken to a room and shown four new advertisements and asked various questions related to the ads. This type of technique is called?
A) Person-on-the-street interview
B) Mall-intercept interview
C) Drop-off survey
D) Ad recall interview
E) None of the above.

Accepted Answer

This technique is called a mall-intercept interview, where participants are recruited in shopping centers to participate in research studies.

Question 7

Jane Doe wants to administer a short survey on "student driving habits" to a representative sample of students at the local university. She secured a list of students from the student directory. She assigned each student a unique____________________________ number and then used a random number table to select her sample. The student directory from which Jane selected her sample of students to contact is referred to as
A) sampling frame.
B) sampling control.
C) sampling error.
D) sampling directory.
E) None of the above.

Accepted Answer

The student directory is referred to as the "sampling frame," which is the list or database from which a sample is drawn.

Question 8

Which method of obtaining a response is best for questions that may need explaining or when respondents need to explain their answers?
A) Inbound surveys
B) Mail surveys
C) Personal interviews
D) Online surveys
E) All of the above statements are true.

Accepted Answer

Personal interviews are best for questions that may need explaining or when respondents need to explain their answers, as they allow for direct interaction and clarification.

Question 9

Which of the following is problematic when conducting telephone interviews in the U.S.?
A) Caller ID
B) Answering machines/Voicemail
C) Do not call list
D) Unlisted numbers
E) All of these are problematic.

Accepted Answer

All of these options can pose challenges for conducting telephone interviews, as they can limit the ability to reach respondents or result in non-responses.

Question 10

Which of the following data collection methods is most versatile?
A) Personal interviews
B) E-mail surveys
C) Fax surveys
D) Mail surveys
E) Phone interviews

Accepted Answer

Personal interviews are the most versatile data collection method because they allow for the collection of both qualitative and quantitative data. They also allow for the interviewer to ask follow-up questions and to probe for more information.

Question 11

Methods of questionnaire administration rank as follows in terms of time required to collect the data (quickest to slowest):
A) Personal interviews, web-based surveys, telephone surveys, mail surveys.
B) Web-based surveys, telephone surveys, personal interviews, mail surveys.
C) Web-based surveys, mail surveys, telephone surveys, personal interviews.
D) Mail surveys, personal interviews, telephone surveys, web-based surveys.
E) None of the above, since all methods take about the same amount of time.

Accepted Answer

Web-based surveys are typically the quickest as they can be distributed and completed rapidly. Telephone surveys follow as they allow for immediate responses. Personal interviews take more time due to the need for scheduling and conducting face-to-face interactions. Mail surveys are the slowest due to the time taken for delivery and return of the questionnaires.

Question 12

Which of the following methods provides descriptive primary data the fastest?
A) Personal interview
B) Online survey
C) Mail questionnaire
D) Inbound survey
E) Telephone survey

Accepted Answer

Online surveys can be distributed and completed quickly, providing fast access to descriptive primary data.

Question 13

Which of the following is NOT an advantage of computer-assisted interviewing?
A) Ease of data tabulation
B) Explanation of complex questions
C) Enhanced response rates
D) Personalization of questions
E) Customized questionnaires

Accepted Answer

Computer-assisted interviewing does not inherently provide the ability to explain complex questions, as it relies on pre-programmed scripts and lacks the interactive capability of a human interviewer to clarify or elaborate on questions.

Question 14

You must conduct research to find out a great deal of information about potential customers. You need a minimum of 300 people and you know that you don't have a lot of money to conduct the research, so you will use
A) in-office personal interviews.
B) in-home personal interviews.
C) focus group interviews.
D) mail questionnaire.
E) observation research.

Accepted Answer

Mail questionnaires are cost-effective and can reach a large number of people, making them suitable for gathering information from at least 300 potential customers on a limited budget.

Question 15

Which of the following data collection methods is best for including pictures and/or graphics with the survey, while minimizing interviewer bias in the way questions are asked?
A) Telephone interviewing
B) Direct mail questionnaires
C) Computer-aided interviewing
D) Online surveys
E) Mall intercepts

Accepted Answer

Online surveys allow for easy inclusion of pictures and graphics and minimize interviewer bias as respondents complete the survey independently.

Question 16

Which of the following is FALSE?
A) Telephone interviews typically allow a study to be completed more quickly than personal interviews.
B) Personal interviews and telephone interviews can produce interviewer bias.
C) Sequence bias is a more acute problem with personal and telephone interviews than with mail questionnaires.
D) The problems of interviewer bias in a telephone survey are more easily solved than in a personal interview.
E) All of the above are true.

Accepted Answer

The answer of Which of the following is FALSE?
A) Telephone...

Question 17

A(n)______________might be the only method of obtaining a response from certain busy individuals for whom time is a scarce commodity.
A) personal interview
B) telephone interview
C) mail questionnaire
D) mall-intercept interview
E) None of the above.

Accepted Answer

A mail questionnaire allows busy individuals to respond at their convenience, making it more likely for them to participate compared to methods requiring immediate interaction.

Question 18

Which of the following is an accurate statement with regard to personal interviews?
A) In general they tend to be the least expensive per completed contact.
B) As the number of interviewers increases, so do problems of interviewer-related variations in responses.
C) It takes as long to get replies from a small sample as from a large sample.
D) Interviewer-induced bias is minimal.
E) They are less costly than telephone interviews.

Accepted Answer

As the number of interviewers increases, there is a higher chance of variations in responses due to differences in how each interviewer may conduct the interview, leading to potential inconsistencies and biases.

Question 19

Which of the following data collection methods is most costly?
A) E-mail surveys
B) Mall interviews
C) Phone interviews
D) In-home personal interviews
E) Web surveys

Accepted Answer

In-home personal interviews are the most costly due to the need for travel, time spent per interview, and the logistics involved in arranging and conducting face-to-face meetings.

Question 20

Which of the following questionnaire administration methods is the LEAST expensive?
A) Personal interviews
B) Email/Web-based surveys
C) Mail surveys
D) Depth interview
E) Telephone surveys

Accepted Answer

Email/Web-based surveys are the least expensive method of questionnaire administration because they do not require the use of interviewers, postage, or other materials.

Quiz 11: Collecting Data by Communication

Long questionnaires can usually be handled best by

A day before elections, a local political candidate for mayor made a speech stressing several important points. To find out whether these points impacted the candidate's popularity, he needed to obtain questionnaire data from registered hometown voters. He would be advised to employ

The question: "What was your reaction to the Budweiser advertisement you saw on television during the Super Bowl?" is an example of which type of question where the respondents are free to answer in their own words rather than being limited to choosing from among a set of alternatives?

Studies that rely on phone books

Which of the following data collection methods provides the greatest degree of anonymity for respondents?

Which method of obtaining a response is best for questions that may need explaining or when respondents need to explain their answers?

Which of the following is problematic when conducting telephone interviews in the U.S.?

Which of the following data collection methods is most versatile?

Methods of questionnaire administration rank as follows in terms of time required to collect the data (quickest to slowest) :

Which of the following methods provides descriptive primary data the fastest?

Which of the following is NOT an advantage of computer-assisted interviewing?

You must conduct research to find out a great deal of information about potential customers. You need a minimum of 300 people and you know that you don't have a lot of money to conduct the research, so you will use

Which of the following data collection methods is best for including pictures and/or graphics with the survey, while minimizing interviewer bias in the way questions are asked?

Which of the following is FALSE?

A(n) ______________might be the only method of obtaining a response from certain busy individuals for whom time is a scarce commodity.

Which of the following is an accurate statement with regard to personal interviews?

Which of the following data collection methods is most costly?

Which of the following questionnaire administration methods is the LEAST expensive?