Question 1

The "third-person technique" is useful for:

Accepted Answer

The third-person technique involves asking questions about a third party instead of directly asking the respondent. This can reduce the likelihood of the respondent giving false or socially desirable answers, as they may feel more comfortable talking about someone else rather than themselves. It can also reduce nonresponse, as respondents may feel more willingness to answer questions about a third party than about themselves.

Question 2

Which of the following is not a "thorny" ethical aspect accompanying cell phone surveys?

Accepted Answer

The answer of Which of the following is not a...

Question 3

Which of the following mechanisms is NOT mentioned by your text as commonly used by professional field data-collection companies in minimizing unintentional interviewer error?

Accepted Answer

The text mentions selection, training, orientation sessions, and role playing as commonly used mechanisms by professional field data-collection companies in minimizing unintentional interviewer error. However, monetary incentives are not mentioned as a commonly used mechanism.

Question 4

Incentives often used to reduce nonresponse error in survey research include:

Accepted Answer

Advance notification, monetary incentives, and follow-up contacts have been found to be the most effective in reducing nonresponse error in survey research. Advance notification provides potential respondents with information about the upcoming survey and allows them to prepare mentally for its arrival. Monetary incentives, such as cash or gift cards, can motivate people to participate in the survey. Follow-up contacts, including reminder letters, phone calls, and emails, can also increase response rates by reminding potential respondents of the survey and encouraging them to participate.

Question 5

Which of the following was NOT reported in the University of Michigan's Survey of Consumer Attitudes telephone surveys over the past two decades?

Accepted Answer

The survey response rate is still declining, but the rate of decline is slowing down.

Question 6

Validation is used to reduce the intentional respondent error of:

Accepted Answer

Validation is used to reduce intentional respondent error by identifying and correcting falsehoods, where respondents intentionally provide incorrect information.

Question 7

Which of the following best describes the trend in nonresponse rates in telephone surveys conducted from 1979 to 2003?

Accepted Answer

Studies have shown that nonresponse rates in telephone surveys have generally been declining from 1979 to 2003. This is due to several factors including the increasing difficulty of reaching people due to caller ID or voicemail, and a decrease in people's willingness to participate in surveys. While online surveys have had some impact on telephone survey response rates, they are not the primary reason for the decline. Options A, D, and E are incorrect as they all suggest that response rates either increased or remained stagnant at some point, which is not supported by research.

Question 8

The response rate:

Accepted Answer

The response rate essentially measures the percentage of the total sample with which interviews were completed. It is important because it indicates the representativeness and reliability of the data collected. A low response rate can indicate potential biases in the data, as those who do not participate may differ in important ways from those who do.

Question 9

Which of the following has been labeled the marketing research industry's biggest problem?

Accepted Answer

Nonresponse error is the biggest problem in the marketing research industry as it occurs when certain respondents do not participate in the survey, resulting in an inaccurate sample. This can lead to biased results and affect the validity of the research findings. Other errors such as sampling error, falsehoods, item omissions, and population misrepresentation can also impact the accuracy of the research, but nonresponse error has been labeled as the biggest problem.

Question 10

Of the factors that determine whether or not a person will participate in a survey, which of those listed below was found by researchers to increase participation?

Accepted Answer

Research has shown that people are more likely to participate in a survey if they perceive the topic to be of personal interest to them. Therefore, topics of interest to the potential respondent are found to increase participation.

Question 11

A respondent reaches a certain point in the interview, and then decides not to answer any more questions. This is known as:

Accepted Answer

Break-offs occur when a respondent decides to terminate the interview before completing all the questions. This can happen due to various reasons such as fatigue, boredom, discomfort, or unwillingness to answer certain questions. It can affect the validity and reliability of the data collected, and researchers need to use strategies to minimize break-offs.

Question 12

If your response rate is 55 percent, your nonresponse rate is:

Accepted Answer

The nonresponse rate is the percentage of people who did not respond. If the response rate is 55 percent, then the nonresponse rate is 100 percent - 55 percent = 45 percent.

Question 13

Assuring anonymity or confidentiality is used as control for:

Accepted Answer

Assuring anonymity or confidentiality is used as a control for falsehoods or dishonesty in responses given by respondents, as it encourages them to be more honest and truthful in their answers without fear of retribution or consequences.

Question 14

Which of the following methods used to reduce nonresponse error is best for reducing the number of not-at-homes, busy signals, and no answers?

Accepted Answer

The best method for reducing the number of not-at-homes, busy signals, and no answers is through callbacks. This involves making repeated attempts to contact the non-respondents through phone or other means.

Question 15

Reversal of scale endpoints may be useful for controlling:

Accepted Answer

Reversal of scale endpoints may help control attention loss, as respondents may become increasingly fatigued during a survey and begin responding randomly or inattentively. Reversing scale endpoints can help keep respondents engaged and attentive. It is less useful for controlling sampling error, falsehoods, nonresponse, or misunderstandings.

Question 16

Which of the following is true regarding the role professional field data collection companies play in terms of nonsampling error?

Accepted Answer

Professional field data collection companies are relied on by researchers to know both the sources of and ways to control nonsampling error. This is because their existence relies on providing high-quality data.

Question 17

What are the types of nonresponse errors?

Accepted Answer

The types of nonresponse errors are refusals, break-offs (when the respondent terminates the interview abruptly), and refusal to answer a particular question (item omission). Hang-ups, attention loss, and misunderstandings are not considered nonresponse errors.

Question 18

One decision rule used in the research industry relating to how to define a "completed survey" is to define it as one in which all the:

Accepted Answer

The most common decision rule used in the research industry to define a "completed survey" is that all primary questions must be answered. This is because primary questions are considered to be the most important questions in a survey and therefore, a respondent's failure to answer them may render the survey useless or inaccurate. In contrast, secondary and tertiary questions are often used to provide additional context or detail to the primary questions and therefore, their non-response may not be as critical.

Question 19

Callback attempts are important to reduce nonresponse. Usually, about ________ callback attempts should be made to the not-at-homes, busy signals, and no answers.

Accepted Answer

The answer of Callback attempts are important to reduce nonresponse....

Question 20

"Prompters" may be used to:

Accepted Answer

Prompters can help control for attention loss or fatigue by reminding interviewers to stay on task and providing prompts to keep the conversation flowing smoothly. The other options are not typical uses for prompters.

Quiz 14: Data Collection in the Field, Nonresponse Error, and Questionnaire Screening