Question 1

Interview evaluation refers to the fact that some people become apprehensive about the possible reactions the interviewer may have to their answers to survey questions.

Accepted Answer

Interview evaluation is the concern that the interviewer is evaluating the answers provided by the respondent in a survey or interview. This can cause apprehension, as respondents may worry about potential negative reactions or consequences from their answers.

Question 2

A drug manufacturer wants to test a concept for a new form of cholesterol medication designed for physically active men in their 30's with cholesterol levels above 250. Given the situation, in choosing a survey method, what does the researcher need to focus on with respect to choosing a survey method?

Accepted Answer

The researcher needs to focus on choosing a survey method that can reach physically active men in their 30's with cholesterol levels above 250, which may be a relatively small and specific population (low incidence rate). Therefore, the incidence rate is the most important factor to consider in choosing a survey method. Options A, B, C, and D are not directly relevant to the choice of survey method for this situation.

Question 3

Rick Smith of Smith & Associates Research has decided that a client's project should use an online questionnaire as the method of data collection. He knows that there are advantages and disadvantages to the online questionnaire method he has chosen, and he must be ready to discuss these with the client. Which of the following will NOT be discussed?

Accepted Answer

The evaluation of the interview is not a relevant factor in discussing the advantages and disadvantages of using an online questionnaire as a method of data collection. The other choices are all important factors to consider and discuss with the client, including the requirement of internet access, the speed of data collection and analysis, the ability to include multimedia elements in the questionnaire, and the flexibility of online analysis.

Question 4

Mixed-mode surveys are also referred to as hybrid surveys.

Accepted Answer

This is true, mixed-mode surveys are also commonly known as hybrid surveys.

Question 5

Surveys conducted without the presence of an agent - human or computer - are referred to as self-administered surveys.

Accepted Answer

This is true. Self-administered surveys are completed by the respondent without the presence of an agent to guide or assist them. Examples include online surveys or mail-in surveys.

Question 6

All malls allow research firms to conduct mall-intercept interviews with their shoppers because it attracts more customers.

Accepted Answer

Not all malls allow research firms to conduct mall-intercept interviews with their shoppers. Some malls may have their own policies regarding research activities or may not want their customers to be approached by interviewers while they are shopping. Furthermore, allowing research firms to conduct intercept interviews may not necessarily attract more customers to the mall.

Question 7

One of the disadvantages of computer-administered surveys is that they cannot depict pictures, video, or other graphics to the respondent.

Accepted Answer

This statement is incorrect. Computer-administered surveys can depict pictures, video, and other graphics to the respondent, making them a versatile tool for collecting data in various formats.

Question 8

Mail surveys suffer from nonresponse and self-selection bias. In spite of these problems, mail surveys are affective except in which situation?

Accepted Answer

Mail surveys may not be effective in situations where the target population has low literacy rates as they may struggle to read and understand the questions. This can lead to nonresponse bias, where those with low literacy rates do not respond to the survey or misinterpret the questions, resulting in inaccurate data.

Question 9

If computer-administered surveys are properly programmed they can offer error-free interviews.

Accepted Answer

Computer-administered surveys can eliminate errors due to human factors such as misreading or misinterpreting questions, incorrectly recording responses, or miscalculating scores. However, programming errors, technical issues, and limitations of the software can still lead to errors in the survey process.

Question 10

One of the disadvantages of the person-administered survey is that the interviewer is able to respond to questions asked by respondents.

Accepted Answer

The ability of the interviewer to respond to questions asked by respondents is actually an advantage of person-administered surveys, as it can help clarify any misunderstandings and provide immediate assistance.

Question 11

Karl Pittman had commissioned a research project from the research firm of ADVICE, INC. Karl found out that the results of the project will need to be presented in a court case and he wonders if the opposing lawyers in the trial will question whether or not the telephone calls, used to collect the data, were actually made. Alice Neuman, the project director at ADVICE, INC., reassured Mr. Pittman that she used a standard industry method used in the industry for verification. Which of the following did she use?

Accepted Answer

Calling back a sample of the interviewer's respondents to verify that they were interviewed is the standard industry method for verification. This helps to ensure the accuracy and validity of the data collected. Using other methods such as polygraph tests, paying interviewers to spy on their peers, or installing video cameras in workstations would be impractical and potentially unethical measures for verification. Additionally, using an interviewer only one time would not provide sufficient verification.

Question 12

Surveys allow marketers to communicate with large numbers of respondents in order to accurately represent a larger population.

Accepted Answer

Surveys are designed to gather responses from a representative sample of a population, allowing marketers to generalize their findings to a larger group.

Question 13

Self-administered surveys place a very high premium on proper questionnaire design.

Accepted Answer

Since self-administered surveys rely entirely on the questionnaire design, it is important to ensure that the questions are clear, unbiased, and effectively measure the intended constructs. Poor questionnaire design can lead to low response rates, inaccurate data, and invalid conclusions. Therefore, proper questionnaire design is crucial for the success of self-administered surveys.

Question 14

Tom Cardinal of New "U" Fitness is concerned about the costs of conducting some upcoming research. He understands that mail surveys have some of the lowest costs of all the data collection methods. He asks Michele Des Meurons, a marketing research consultant, what would happen if a mail survey were used. Michele explained that, compared to online or telephone surveys, a mail survey would take much longer, and the response rate would likely be:

Accepted Answer

Mail surveys typically have a low response rate, often under 20 percent, due to factors like lack of immediate engagement and the effort required from respondents to fill out and return the survey.

Question 15

It is believed that conducting an interview in the respondent's home improves the quality of the data and facilitates the rapport between interviewer and interviewee.

Accepted Answer

Conducting an interview in the respondent's home can create a more relaxed and comfortable environment for the interviewee, which can lead to more honest and open responses. It also allows the interviewer to observe the respondent's surroundings and potentially gain additional insights. However, it is important to consider and address any potential biases or safety concerns that may arise from conducting interviews in a respondent's home.

Question 16

Whereas self-administered surveys are faster than personal or computer-assisted surveys, they have the highest cost.

Accepted Answer

Self-administered surveys are generally the cheapest option as they do not require a survey administrator or specialized equipment. Personal or computer-assisted surveys may be more expensive due to the need for a trained administrator or the use of specialized software and hardware.

Question 17

Real-time capture of data is available only through the use of in-home interviewing, provided the researcher has a modem and may transmit the survey results to a computer shortly after the interview.

Accepted Answer

Real-time capture of data can also be done through online surveys, mobile surveys, and other electronic survey methods that allow for immediate data collection and transmission.

Question 18

Respondent control is both an advantage and a disadvantage of self-administered surveys.

Accepted Answer

Respondent control means that the respondent has control over the pace at which they complete the survey, which is an advantage. However, it can also be a disadvantage if the respondent does not fully understand the questions or skips important ones, leading to biased results.

Question 19

The four major ways to collect data are: have a person ask the questions, have a computer assist or conduct the questioning, allow the respondents themselves to complete the survey, or any combination of the first three.

Accepted Answer

These are the four major ways to collect data - face-to-face interviews, computer-assisted interviews, self-administered questionnaires, or a mix of these methods.

Question 20

Surveys involve interviews with a large number of respondents using a predesigned questionnaire.

Accepted Answer

Surveys involve interviews with a large number of respondents using a predesigned questionnaire.

Quiz 6: Quantitative Data Collection Methods

Interview evaluation refers to the fact that some people become apprehensive about the possible reactions the interviewer may have to their answers to survey questions.

Mixed-mode surveys are also referred to as hybrid surveys.

Surveys conducted without the presence of an agent - human or computer - are referred to as self-administered surveys.

All malls allow research firms to conduct mall-intercept interviews with their shoppers because it attracts more customers.

One of the disadvantages of computer-administered surveys is that they cannot depict pictures, video, or other graphics to the respondent.

Mail surveys suffer from nonresponse and self-selection bias. In spite of these problems, mail surveys are affective except in which situation?

If computer-administered surveys are properly programmed they can offer error-free interviews.

One of the disadvantages of the person-administered survey is that the interviewer is able to respond to questions asked by respondents.

Surveys allow marketers to communicate with large numbers of respondents in order to accurately represent a larger population.

Self-administered surveys place a very high premium on proper questionnaire design.

It is believed that conducting an interview in the respondent's home improves the quality of the data and facilitates the rapport between interviewer and interviewee.

Whereas self-administered surveys are faster than personal or computer-assisted surveys, they have the highest cost.

Real-time capture of data is available only through the use of in-home interviewing, provided the researcher has a modem and may transmit the survey results to a computer shortly after the interview.

Respondent control is both an advantage and a disadvantage of self-administered surveys.

The four major ways to collect data are: have a person ask the questions, have a computer assist or conduct the questioning, allow the respondents themselves to complete the survey, or any combination of the first three.

Surveys involve interviews with a large number of respondents using a predesigned questionnaire.