Question 1

Respondent's impression of the interviewer impacts interviewer error.

Accepted Answer

A) True 
 B)False  True

Question 2

The length of the questionnaire is immaterial in any type of research.

Accepted Answer

A) True 
 B)False  False

Question 3

How can the problem of interviewer errors be minimized?

Accepted Answer

A)  switching to an alternative mode of data collection 
B)  increasing the sample size 
C)  proper recruiting, selecting, training, motivation, and control of interviewers 
D)  disguising the purpose of the research project 
E)  none of the above 
A)  switching to an alternative mode of data collection 
B)  increasing the sample size 
C)  proper recruiting, selecting, training, motivation, and control of interviewers 
D)  disguising the purpose of the research project 
E)  none of the above C

Question 4

___________ are the most costly form of data collection.

Accepted Answer

A) Telephone interviews 
B) Mail surveys 
C) Personal interviews 
D) Fax surveys 
E) E-mail surveys 
A) Telephone interviews 
B) Mail surveys 
C) Personal interviews 
D) Fax surveys 
E) E-mail surveys

Question 5

Toward the end of a long interview, the accuracy of responses is likely to decline.

Accepted Answer

A) True 
 B)False

Question 6

A researcher who is doing a survey has the advantage of being able to collect a great deal of data about an individual respondent at one time.

Accepted Answer

A) True 
 B)False

Question 7

Inaccuracy in response refers to all of the following except

Accepted Answer

A) distortion of answers to an income question. 
B) respondents who refuse to clarify their answers and who seem anxious to end the interview. 
C) respondents who forget how many times in the past month they have been shopping and who underestimate or overestimate the number of
Times when asked. 
D) a wife who makes educated guesses about her husband's reading habits. 
E) an interviewer who makes up survey answers to questions that seem silly and obvious. 
A) distortion of answers to an income question. 
B) respondents who refuse to clarify their answers and who seem anxious to end the interview. 
C) respondents who forget how many times in the past month they have been shopping and who underestimate or overestimate the number of
Times when asked. 
D) a wife who makes educated guesses about her husband's reading habits. 
E) an interviewer who makes up survey answers to questions that seem silly and obvious.

Question 8

Open-ended questions are most suited for self-administered questionnaires.

Accepted Answer

A) True 
 B)False

Question 9

One of the reasons people refuse to participate in surveys is fear of the motives of an interviewer or of the uses to which the data will be put.

Accepted Answer

A) True 
 B)False

Question 10

Using projective tests and unobtrusive measures to circumvent the need for a respondent's consent

Accepted Answer

A) True 
 B)False

Question 11

Group administered surveys are marked by poor response rates.

Accepted Answer

A) True 
 B)False

Question 12

People who refuse to be interviewed are likely to be different in important respects from those who agree to participate.For this reason, a high rate of refusal may be a major source of survey error.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is a survey method in which the environment plays no part in the data collection process?

Accepted Answer

A)  Telephone interview 
B)  Self-administered survey 
C)  Personal interview 
D)  All of the above 
E)  None of the above 
A)  Telephone interview 
B)  Self-administered survey 
C)  Personal interview 
D)  All of the above 
E)  None of the above

Question 14

There is consistent evidence that people's willingness to answer survey questions is related to their belief that market research studies benefit the public.

Accepted Answer

A) True 
 B)False

Question 15

The reading and writing skills of the respondents and their motivation to cooperate are two salient considerations in choosing a mode of data collection.

Accepted Answer

A) True 
 B)False

Question 16

Measuring behavior often means assessing the aspects of what, where, when, and how often

Accepted Answer

A) True 
 B)False

Question 17

One way to reduce nonresponse error is to try to interview respondents in ways that are less intrusive in their lives.

Accepted Answer

A) True 
 B)False

Question 18

A phenotypic source of refusals refers to

Accepted Answer

A) the indigenous characteristics of respondents such as age, sex and occupation) 
B) characteristics of the data collection procedure questions asked, length of the interview) 
C) respondents who refuse to clarify their answers and who seem anxious to end the interview. 
D) respondents who forget how many times in the past month they have been shopping and who underestimate or overestimate the number of
Times when asked. 
E) None of the above. 
A) the indigenous characteristics of respondents such as age, sex and occupation) 
B) characteristics of the data collection procedure questions asked, length of the interview) 
C) respondents who refuse to clarify their answers and who seem anxious to end the interview. 
D) respondents who forget how many times in the past month they have been shopping and who underestimate or overestimate the number of
Times when asked. 
E) None of the above.

Question 19

The best solution to minimizing interview errors involves

Accepted Answer

A) the recruitment and selection of interviewers. 
B) the training of interviewers. 
C) the motivation of interviewers. 
D) the control of interviewers. 
E) all of these. 
A) the recruitment and selection of interviewers. 
B) the training of interviewers. 
C) the motivation of interviewers. 
D) the control of interviewers. 
E) all of these.

Question 20

A researcher should be aware that, when in doubt, a respondent will give too little rather than too much information about past behavior.

Accepted Answer

A) True 
 B)False

Exam 9: Information From Respondents: Issues in Data Collection

Respondent's impression of the interviewer impacts interviewer error.

The length of the questionnaire is immaterial in any type of research.

How can the problem of interviewer errors be minimized?

___________ are the most costly form of data collection.

Toward the end of a long interview, the accuracy of responses is likely to decline.

A researcher who is doing a survey has the advantage of being able to collect a great deal of data about an individual respondent at one time.

Inaccuracy in response refers to all of the following except

Open-ended questions are most suited for self-administered questionnaires.

One of the reasons people refuse to participate in surveys is fear of the motives of an interviewer or of the uses to which the data will be put.

Using projective tests and unobtrusive measures to circumvent the need for a respondent's consent

Group administered surveys are marked by poor response rates.

People who refuse to be interviewed are likely to be different in important respects from those who agree to participate.For this reason, a high rate of refusal may be a major source of survey error.

Which of the following is a survey method in which the environment plays no part in the data collection process?

There is consistent evidence that people's willingness to answer survey questions is related to their belief that market research studies benefit the public.

The reading and writing skills of the respondents and their motivation to cooperate are two salient considerations in choosing a mode of data collection.

Measuring behavior often means assessing the aspects of what, where, when, and how often

One way to reduce nonresponse error is to try to interview respondents in ways that are less intrusive in their lives.

A phenotypic source of refusals refers to

The best solution to minimizing interview errors involves

A researcher should be aware that, when in doubt, a respondent will give too little rather than too much information about past behavior.

A Decision Making Perspective on Marketing Intelligence

Marketing Research in Practice

The Marketing Research Process

Research Design and Implementation

Secondary Sources of Marketing Data

Standardized Sources of Marketing Data

Marketing Research on the Internet

Information Collection: Qualitative and Observational Methods

Information From Respondents: Survey Methods

Attitude Measurement

Designing the Questionnaire

Experimentation

Sampling Fundamentals

Sample Size and Statistical Theory

Fundamentals of Data Analysis

Hypothesis Testing: Basic Concepts and Tests of Association

Hypothesis Testing: Means and Proportions

Correlation Analysis and Regression Analysis

Discriminant, Factor and Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Presenting the Results

Marketing-Mix Measures

Brand and Customer Metrics

New Age Strategies

Filters