Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Adaptability refers to the ability to respond to respondent differences. Which method is best suited for adaptability?

Accepted Answer

A)  computer-administered surveys 
B)  self-administered surveys 
C)  drop-off surveys 
D)  person-administered surveys 
E)  CATI 
A)  computer-administered surveys 
B)  self-administered surveys 
C)  drop-off surveys 
D)  person-administered surveys 
E)  CATI

Question 3

Typically, mail surveys attain response rates of:

Accepted Answer

A)  about 50 percent 
B)  more than 80 percent 
C)  between 30 and 40 percent 
D)  less than 20 percent 
E)  less than 10 percent 
A)  about 50 percent 
B)  more than 80 percent 
C)  between 30 and 40 percent 
D)  less than 20 percent 
E)  less than 10 percent

Question 4

The CATI approach has many benefits, but it does not eliminate the need for editing completed questionnaires.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is not a question to consider when choosing a survey method?

Accepted Answer

A)  What is the incidence rate? 
B)  How much money is there for data collection? 
C)  How much time is there for data collection? 
D)  What type of respondent interaction is required? 
E)  Which is the easiest method for the researcher? 
A)  What is the incidence rate? 
B)  How much money is there for data collection? 
C)  How much time is there for data collection? 
D)  What type of respondent interaction is required? 
E)  Which is the easiest method for the researcher?

Question 6

Which of the following data collection modes comes closest to being patterned after the "man-on-the-street" interview?

Accepted Answer

A)  person-on-the-street interview 
B)  mall-intercept interview 
C)  drop-off survey 
D)  mail survey 
E)  interviewer approach interview 
A)  person-on-the-street interview 
B)  mall-intercept interview 
C)  drop-off survey 
D)  mail survey 
E)  interviewer approach interview

Question 7

Telephone surveys, although yielding high-quality samples, do not have fast turnaround times. This is why they are rarely used for political polling.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

A disadvantage of in-office interviews is respondents are difficult to find, in spite of the fact that they are easily persuaded to participate.

Accepted Answer

A) True 
 B)False

Question 10

Central location telephone interviewing offers significantly fewer opportunities for interviewer cheating than traditional telephone interviewing.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is NOT a method for collecting survey data?

Accepted Answer

A)  person-administered surveys 
B)  computer-administered surveys 
C)  self-administered surveys 
D)  mixed-mode surveys 
E)  multiple modal surveys 
A)  person-administered surveys 
B)  computer-administered surveys 
C)  self-administered surveys 
D)  mixed-mode surveys 
E)  multiple modal surveys

Question 12

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

A)  previous drug studies conducted 
B)  drug legislation 
C)  time horizon 
D)  budget 
E)  incidence rate 
A)  previous drug studies conducted 
B)  drug legislation 
C)  time horizon 
D)  budget 
E)  incidence rate

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is a NOT a disadvantage of person-administered surveys?

Accepted Answer

A)  slow speed 
B)  high cost 
C)  prone to human error 
D)  adaptable 
E)  interview evaluation 
A)  slow speed 
B)  high cost 
C)  prone to human error 
D)  adaptable 
E)  interview evaluation

Question 15

Traditional telephone interviews have a great potential for errors.

Accepted Answer

A) True 
 B)False

Question 16

Mail surveys suffer from low response rates.

Accepted Answer

A) True 
 B)False

Question 17

Alberville Research specializes in conducting completely automated telephone surveys (CATS). As such, which of the following would NOT be done at Alberville Research?

Accepted Answer

A)  customer satisfaction studies 
B)  service quality monitoring 
C)  election day polls 
D)  warranty registration 
E)  website evaluations 
A)  customer satisfaction studies 
B)  service quality monitoring 
C)  election day polls 
D)  warranty registration 
E)  website evaluations

Question 18

Key factors influencing the choice of a survey data collection method include the researchers' time and budget.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

The structure of a group self-administered survey does not allow for interaction with the client or researcher.

Accepted Answer

A) True 
 B)False

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

Adaptability refers to the ability to respond to respondent differences. Which method is best suited for adaptability?

Typically, mail surveys attain response rates of:

The CATI approach has many benefits, but it does not eliminate the need for editing completed questionnaires.

Which of the following is not a question to consider when choosing a survey method?

Which of the following data collection modes comes closest to being patterned after the "man-on-the-street" interview?

Telephone surveys, although yielding high-quality samples, do not have fast turnaround times. This is why they are rarely used for political polling.

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

A disadvantage of in-office interviews is respondents are difficult to find, in spite of the fact that they are easily persuaded to participate.

Central location telephone interviewing offers significantly fewer opportunities for interviewer cheating than traditional telephone interviewing.

Which of the following is NOT a method for collecting survey data?

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

Which of the following is a NOT a disadvantage of person-administered surveys?

Traditional telephone interviews have a great potential for errors.

Mail surveys suffer from low response rates.

Alberville Research specializes in conducting completely automated telephone surveys (CATS). As such, which of the following would NOT be done at Alberville Research?

Key factors influencing the choice of a survey data collection method include the researchers' time and budget.

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

The structure of a group self-administered survey does not allow for interaction with the client or researcher.

Introducing Marketing Research

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Survey Measurement Scales

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters

Exam 6: Quantitative Data Collection Methods

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

Adaptability refers to the ability to respond to respondent differences. Which method is best suited for adaptability?

Typically, mail surveys attain response rates of:

The CATI approach has many benefits, but it does not eliminate the need for editing completed questionnaires.

Which of the following is not a question to consider when choosing a survey method?

Which of the following data collection modes comes closest to being patterned after the "man-on-the-street" interview?

Telephone surveys, although yielding high-quality samples, do not have fast turnaround times. This is why they are rarely used for political polling.

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

A disadvantage of in-office interviews is respondents are difficult to find, in spite of the fact that they are easily persuaded to participate.

Central location telephone interviewing offers significantly fewer opportunities for interviewer cheating than traditional telephone interviewing.

Which of the following is NOT a method for collecting survey data?

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

Which of the following is a NOT a disadvantage of person-administered surveys?

Traditional telephone interviews have a great potential for errors.

Mail surveys suffer from low response rates.

Alberville Research specializes in conducting completely automated telephone surveys (CATS). As such, which of the following would NOT be done at Alberville Research?

Key factors influencing the choice of a survey data collection method include the researchers' time and budget.

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

The structure of a group self-administered survey does not allow for interaction with the client or researcher.

Introducing Marketing Research

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Survey Measurement Scales

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters