Question 1

Content analysis could be profitably employed in the analysis of structured questions.

Accepted Answer

Content analysis is most effectively used for analyzing unstructured data, such as interviews, open-ended survey responses, and media content, rather than structured questions which typically have predefined answers.

Question 2

Telephone interviews may be further classified as traditional telephone interviews or ________ (Figure 6.1 in the text).

Accepted Answer

The text explicitly states that telephone interviews may be classified as traditional telephone interviews or computer-assisted telephone interviews (CATI), therefore, only option B is correct. Option A is not a type of telephone interview and option C is incorrect as it includes both options which is not necessary. Option D is also incorrect as there are two options mentioned in the text.

Question 3

Which of the following is not a personal interview method?

Accepted Answer

E-mail is not a personal interview method as it is conducted remotely and not face-to-face. The other options (mall intercept, in-home, CAPI) all involve direct interaction between the interviewer and respondent.

Question 4

Unstructured observation is most appropriate for conclusive research.

Accepted Answer

Unstructured observation is actually most appropriate for exploratory research, where the main goal is to gather information and generate hypotheses. Conclusive research, on the other hand, requires more structured and controlled methods to test specific hypotheses and reach definitive conclusions.

Question 5

Computer assisted personal interviews tend to be the most expensive mode of data collection per completed response.

Accepted Answer

The answer of Computer assisted personal interviews tend to be...

Question 6

Voice pitch analysis measures emotional reactions through changes in the respondent's voice and is a type of mechanical observation.

Accepted Answer

Voice pitch analysis does measure emotional reactions through changes in the respondent's voice, and it is a type of mechanical observation.

Question 7

In unstructured observation,potential for observer bias is high.For this reason,the observation findings should be treated as hypotheses to be tested rather than as conclusive findings.

Accepted Answer

Unstructured observation is subjective and can be influenced by observer bias. Therefore, the findings should be treated as hypotheses to be tested and confirmed rather than as conclusive evidence.

Question 8

Generally,the pantry audit is conducted in conjunction with one of the survey methods.

Accepted Answer

The pantry audit is usually conducted in conjunction with one of the survey methods to provide a comprehensive understanding of a household's food and nutrition status. This allows for a more accurate assessment of food availability, accessibility, and utilization within the household.

Question 9

An example of structured observation would be an auditor performing inventory analysis in a store.

Accepted Answer

Structured observation involves a highly controlled and planned observation process that focuses on specific behaviors or events. In this case, the auditor is observing the inventory analysis process in a store, which involves a specific set of behaviors and events that can be systematically observed and recorded.

Question 10

________ interviewing uses a computerized questionnaire administered to respondents over the telephone.

Accepted Answer

Computer-assisted telephone interviews (CATI) use a computerized questionnaire administered to respondents over the telephone. This allows for standardized questions to be asked and consistent data to be collected.

Question 11

Response latency is used as a measure of the relative preference for various alternatives.

Accepted Answer

Response latency is indeed used as a measure of the relative preference for various alternatives. It refers to the amount of time it takes for an individual to make a decision or respond to a stimulus, and is often compared across different options to determine which option is preferred or chosen more quickly.

Question 12

The various data-collection modes are mutually exclusive.

Accepted Answer

The various data-collection modes are not mutually exclusive. Multiple modes can be used in combination to collect data, such as using both online surveys and in-person interviews.

Question 13

A primary method of observation using the Internet is to count the number of times a Web page is visited.

Accepted Answer

Counting the number of times a web page is visited is a common method of observing online activity and can be easily tracked through website analytics tools.

Question 14

Which of the following statements is not correct about computer-assisted telephone interviewing (CATI)?

Accepted Answer

CATI typically presents one question at a time, not multiple questions on the screen at once.

Question 15

Observing children playing with new toys is an example of unstructured observation.

Accepted Answer

Unstructured observation allows researchers to record behavior in a natural setting without any specific directions or pre-determined categories. Observing children playing with new toys in a natural setting would be an example of unstructured observation.

Question 16

It is best to view observation as a complement to survey methods,rather than as being in competition with them.

Accepted Answer

Observation and survey methods can both provide valuable insights and have their own strengths and weaknesses. They can be used together to gain a more comprehensive understanding of a phenomenon.

Question 17

Which telephone interview method involves phoning a sample of respondents and asking them a series of questions with the interviewer using a paper questionnaire to record the responses with a pencil?

Accepted Answer

The method described is the traditional telephone interview method, which involves phoning respondents and asking them questions using a paper questionnaire and a pencil.

Question 18

The pantry audit is a type of audit where the researcher inventories the brands,quantities,and package sizes of products in a consumer's home.

Accepted Answer

The statement is true.

Question 19

Which of the following is a disadvantage of the survey method of data collection?

Accepted Answer

Wording questions properly can be difficult, as the way a question is phrased can influence the responses received. This can lead to issues with the validity of the data collected. While the other options listed are also features of the survey method, they are not disadvantages.

Question 20

Questions that require respondents to choose from a set of predetermined answers are ________ questions.

Accepted Answer

Fixed alternative questions provide a limited set of answer options for respondents to choose from, making it easier for the researcher to analyze and categorize responses. Dual response questions ask respondents to choose between two options (e.g. yes or no) and open-ended questions do not provide predetermined answer options, allowing respondents to answer in their own words.

Quiz 6: Descriptive Research Design: Survey and Observation