Question 1

Structure refers to how much variation is used with the data collection instrument.

Accepted Answer

Structure refers to the organization and arrangement of components within a system, not the variation used with the data collection instrument.

Question 2

Low degrees of structure are usually associated with greater reliability,or consistency,of answers obtained.

Accepted Answer

High degrees of structure in interviews or questionnaires typically lead to greater reliability or consistency of answers because they standardize the way questions are asked and answered.

Question 3

Which of the following are advantages of highly structured questionnaires?
A)They are simple to administer.
B)They are relatively straight forward.
C)There is no need for extensive interviewer training.
D)a,b,and c are correct.
E)None of these are advantages of highly structured questionnaires.

Accepted Answer

Highly structured questionnaires provide advantages such as simplicity in administration, straight forwardness, and the elimination of the need for extensive interviewer training, making the correct choice D.

Question 4

Information control refers to resource issues such as the time and monetary costs of different data collection methods.

Accepted Answer

Information control typically refers to the management and regulation of information flow, including its access, distribution, and restriction, rather than to resource issues related to data collection methods.

Question 5

The use of high structure greatly simplifies data coding and analysis.

Accepted Answer

High structure refers to a well-defined and organized data collection process that involves standardized procedures for data coding and analysis. This makes it easier to identify patterns, trends, and relationships in the data, and ensures that the results are reliable and valid. Therefore, the use of high structure does simplify data coding and analysis.

Question 6

Mail surveys provide little control in verifying that a response actually came from the intended recipient.

Accepted Answer

Since mail surveys are sent out via post, there is no way to verify that the response actually came from the intended recipient. It is possible that someone else may have completed the survey on behalf of the intended recipient or that the survey was never received by the intended recipient at all.

Question 7

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 these are correct.

Accepted Answer

The question allows respondents to provide their own thoughts and opinions, rather than being restricted to pre-selected answer options. This makes it an open-ended question.

Question 8

The survey type that makes sense for any business that caters to a unique clientele or that wants to measure service quality or satisfaction while the experience is fresh in the consumer's mind is a(n)
A)mall intercept.
B)telephone survey.
C)inbound survey.
D)email survey.
E)personal interview.

Accepted Answer

Inbound surveys are effective for businesses catering to unique clientele or wanting to measure service quality or satisfaction immediately after an experience, as they can be conducted when a customer initiates contact, ensuring feedback is timely and relevant.

Question 9

An open-ended question allows respondents to freely reply using their own words without limitations to a fixed set of possible answers.

Accepted Answer

An open-ended question is designed to allow respondents to provide their own answers freely without being restricted to a predefined set of options. Therefore, they can answer using their own words or thoughts without limitations.

Question 10

Disguise creates a more artificial environment in which to collect data from individuals.

Accepted Answer

The answer of Disguise creates a more artificial environment in...

Question 11

One of the biggest advantages of mail questionnaires is the anonymity offered to the respondent.

Accepted Answer

Mail questionnaires allow respondents to answer questions privately and without fear of judgement or repercussions, thus providing anonymity.

Question 12

Studies that rely on phone books
A)underrepresent 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 these are correct.

Accepted Answer

Phone books only list landline phone numbers, so they do not include wireless numbers. Additionally, phone books may not be updated frequently enough to capture households that move from one area to another, leading to an insufficient sampling frame. There is also a possibility that there may be non-coverage areas that are not listed in the phone book. Therefore, all of the choices (A-D) are correct.

Question 13

Personal interviews offer less sample control than other approaches.

Accepted Answer

The answer of Personal interviews offer less sample control than...

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 re-search,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 questionnaire is the best choice for conducting research with a limited budget and a large sample size. Personal interviews or focus group interviews would require more resources, such as hiring interviewers or renting a location. In addition, observation research may not provide enough detailed information about potential customers. A mail questionnaire allows for a greater number of responses at a lower cost, and can be easily distributed to a large sample size.

Question 15

Structure refers to how much standardization is used with the data collection instrument.

Accepted Answer

Structure is related to the level of standardization used in the data collection instrument. A highly structured instrument has standardized questions and response options, while a less structured instrument allows for more flexibility and open-ended responses.

Question 16

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 as-signed 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 these are correct.

Accepted Answer

The sampling frame refers to the list of individuals from which a sample is selected. In this case, the student directory is the sampling frame from which Jane selected her sample of students. Sampling control, sampling error, and sampling directory are not relevant terms in this context.

Question 17

With online surveys,the response rate is a good indicator of the quality of the research effort.

Accepted Answer

A higher response rate indicates that the survey sample is more representative and therefore, the results of the survey are likely to be more accurate and reliable. Conversely, a lower response rate could lead to sampling bias and potentially inaccurate results.

Question 18

Questionnaires where everyone receives the same questions and everyone responds by choosing among the same set of possible answers are using fixed-alternative questions.

Accepted Answer

Fixed-alternative questions use the same set of answer choices for all respondents to choose from.

Question 19

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 candidate...

Question 20

The location of personal interviews depends on the needs of the research and the convenience of the respondents.

Accepted Answer

The location of personal interviews can vary depending on the needs of the research and the convenience of the respondents. Researchers may conduct interviews in person, over the phone, or online, depending on the study's goals and the participant's preferences. Factors that may influence the location of interviews include the type of information the researcher needs, the time and resources available, and the research design. Therefore, the statement is true.

Quiz 11: Collecting Data by Communication

Structure refers to how much variation is used with the data collection instrument.

Low degrees of structure are usually associated with greater reliability,or consistency,of answers obtained.

Which of the following are advantages of highly structured questionnaires?

Information control refers to resource issues such as the time and monetary costs of different data collection methods.

The use of high structure greatly simplifies data coding and analysis.

Mail surveys provide little control in verifying that a response actually came from the intended recipient.

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?

The survey type that makes sense for any business that caters to a unique clientele or that wants to measure service quality or satisfaction while the experience is fresh in the consumer's mind is a(n)