Question 1

Total survey error contains two major sources: sampling error and systematic error.

Accepted Answer

Sampling error and systematic error are the two major sources of total survey error.

Question 2

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

Accepted Answer

Interactive survey approaches involve two-way interaction between the interviewer and the respondent, allowing for a more dynamic and personalized survey experience.

Question 3

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

Accepted Answer

A response bias can occur when respondents systematically provide answers that are not completely true or accurate due to factors such as social desirability, memory problems, or cognitive biases. This can result in data that is not representative of the true population being studied.

Question 4

Systematic errors are nonsampling errors.

Accepted Answer

Systematic errors are errors that occur consistently in the same direction and are not related to chance or sampling variability. They are considered nonsampling errors because they are not caused by the process of selecting a sample from a population.

Question 5

When a respondent "puffs up" his answers in an interview in order to make a favorable impression on the interviewer, acquiescence bias has occurred.

Accepted Answer

Social desirability bias occurs when a respondent "puffs up" his answers in an interview in order to make a favorable impression on the interviewer.

Question 6

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.

Accepted Answer

A sample bias can occur when a sample is not representative of the population, causing the estimated values to consistently differ from the true population parameter.

Question 7

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

Accepted Answer

Studies also focus on wholesalers,retailers,or industrial buyers.

Question 8

The purpose of survey research is to collect secondary data.

Accepted Answer

The purpose of survey research is to collect primary data, which is new data collected for the specific research project, rather than secondary data which has already been collected by someone else.

Question 9

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

Accepted Answer

The quality of the sample and the accuracy of the answers obtained are crucial to the reliability and validity of survey results. A poorly constructed sample or biased answers can lead to misleading or inaccurate survey results. Therefore, the quality of the sample and answers obtained are just as important as the survey results themselves.

Question 10

When an interviewer is not able to write fast enough to record the respondent's answers verbatim, the error called interviewer cheating has occurred.

Accepted Answer

The error described is not interviewer cheating, but rather interviewer bias. Interviewer cheating refers to intentional falsification of data by the interviewer.

Question 11

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

Accepted Answer

Self-selection biases tend to overrepresent extreme responses and underrepresent moderate or indifferent positions.

Question 12

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

Accepted Answer

Comparing the sample demographics with the demographics of the target population can help identify any potential response bias, as it allows researchers to see if certain demographic groups are over or underrepresented in the sample. This can reveal any biases that may have impacted the sample selection process or the responses given by participants.

Question 13

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

Accepted Answer

The five categories of response bias, namely acquiescence bias, extreme response bias, social desirability bias, interviewer bias, and nonresponse bias, can occur simultaneously in the same respondent. Thus, they are not mutually exclusive from one another.

Question 14

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

Accepted Answer

The statement is incorrect. The use of telephone answering machines has actually increased the number of "no contacts" in survey research as many people do not answer unknown numbers or may not check their messages regularly.

Question 15

Nonresponse error is a type of respondent error.

Accepted Answer

Nonresponse error occurs when a respondent chooses not to participate in a survey or fails to provide a response to a particular question or set of questions. It is a type of respondent error that can affect the representativeness and accuracy of survey results.

Question 16

Some aspects of surveys may be qualitative.

Accepted Answer

Surveys can have both qualitative and quantitative aspects. Qualitative aspects of surveys involve open-ended questions that allow for deeper exploration of a participant's attitudes, beliefs, and experiences.

Question 17

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

Accepted Answer

Surveys are a popular research method used to gather information from a sample of people. Surveys can be conducted quickly, usually at a low cost, and can provide accurate data on a population.

Question 18

Even with technically proper random probability samples, however, statistical errors occur because of chance variation in the elements selected for the sample.

Accepted Answer

Statistical errors can occur even with technically proper random probability samples due to chance variation in the elements selected for the sample. These errors are referred to as sampling errors.

Question 19

When someone is unwilling to participate in the research and tells the interviewer not to call them again, a "no contact" has occurred.

Accepted Answer

this type of error is referred to as refusals.No contacts are people who are not accessible on the first and second contact.

Question 20

Most survey research is descriptive research.

Accepted Answer

Survey research is primarily used to collect data on people's attitudes, behaviors, opinions, and experiences. The objective of survey research is to describe the characteristics of a population or group, rather than to establish cause-and-effect relationships. Therefore, most survey research is descriptive research.

Quiz 7: Survey Research