Question 1

Most CATI systems are programmed to make wrong answers impossible.

Accepted Answer

A) True 
 B)False

Question 2

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

A)  under 20 percent 
B)  between 35 and 37 percent 
C)  above 60 percent 
D)  around 30 percent 
E)  about 55 percent 
A)  under 20 percent 
B)  between 35 and 37 percent 
C)  above 60 percent 
D)  around 30 percent 
E)  about 55 percent

Question 3

What type of interview technique could be used if it was NOT necessary for the researcher to watch the respondent to ensure correct procedures are followed?

Accepted Answer

A)  telephone interview 
B)  in-office interview 
C)  in-home interview 
D)  mall-intercept interview 
E)  confidential interview 
A)  telephone interview 
B)  in-office interview 
C)  in-home interview 
D)  mall-intercept interview 
E)  confidential interview

Question 4

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

A) True 
 B)False

Question 5

Which data collection mode requires interviewers to "navigate around gatekeepers"?

Accepted Answer

A)  gatekeeper interviews 
B)  in-office interviews 
C)  CATI and CAPI 
D)  CAPI and CATS 
E)  online surveys 
A)  gatekeeper interviews 
B)  in-office interviews 
C)  CATI and CAPI 
D)  CAPI and CATS 
E)  online surveys

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

Online surveys are fast but better-quality data can be obtained from established panels of respondents.

Accepted Answer

A) True 
 B)False

Question 8

Self-selection bias is very strong in in-home interviewing.

Accepted Answer

A) True 
 B)False

Question 9

Two variations of computer-administered telephone interview systems are (1) using a human interviewer and (2) using a computer, sometimes with a synthesized or recorded voice.

Accepted Answer

A) True 
 B)False

Question 10

The essential objective of the drop-off survey is:

Accepted Answer

A)  low cost because there is no mail-out expense 
B)  to gain a prospective respondent's cooperation 
C)  to minimize item omission bias 
D)  to not have paid interviewers 
E)  to increase the speed of response 
A)  low cost because there is no mail-out expense 
B)  to gain a prospective respondent's cooperation 
C)  to minimize item omission bias 
D)  to not have paid interviewers 
E)  to increase the speed of response

Question 11

Some of the major advantages of using online surveys are:

Accepted Answer

A)  easy-to-use SPAMBOTS collect e-mail addresses and lower costs 
B)  real time access to data and availability of many respondents through sending out random e-mails 
C)  low cost, speed, and sample representativeness 
D)  low cost, speed, and real-time access to data 
E)  a high-tech image for the firm 
A)  easy-to-use SPAMBOTS collect e-mail addresses and lower costs 
B)  real time access to data and availability of many respondents through sending out random e-mails 
C)  low cost, speed, and sample representativeness 
D)  low cost, speed, and real-time access to data 
E)  a high-tech image for the firm

Question 12

The least expensive, per-respondent, type of self-administered survey is the:

Accepted Answer

A)  group self-administered surveys 
B)  drop-off surveys 
C)  e-mail surveys 
D)  mail surveys 
E)  anonymous surveys 
A)  group self-administered surveys 
B)  drop-off surveys 
C)  e-mail surveys 
D)  mail surveys 
E)  anonymous surveys

Question 13

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

A)  use an interviewer only one time 
B)  call back a sample of the interviewer's respondents to verify that they were interviewed 
C)  have all interviewers take polygraph tests on a regular basis 
D)  pay interviewers to watch their peers 
E)  put video cameras in all work stations 
A)  use an interviewer only one time 
B)  call back a sample of the interviewer's respondents to verify that they were interviewed 
C)  have all interviewers take polygraph tests on a regular basis 
D)  pay interviewers to watch their peers 
E)  put video cameras in all work stations

Question 14

Which of the following is considered a computer-assisted interview?

Accepted Answer

A)  a human uses a computer 
B)  a database is used to record data 
C)  a DVD is used to explain the survey 
D)  a CD-ROM is used to record data 
E)  a software program is used to progress through a survey 
A)  a human uses a computer 
B)  a database is used to record data 
C)  a DVD is used to explain the survey 
D)  a CD-ROM is used to record data 
E)  a software program is used to progress through a survey

Question 15

What is a technique that is NOT a variation of person-administered surveys?

Accepted Answer

A)  in-home interview 
B)  mall-intercept interview 
C)  drop-off survey 
D)  telephone interview 
E)  in-office interview 
A)  in-home interview 
B)  mall-intercept interview 
C)  drop-off survey 
D)  telephone interview 
E)  in-office interview

Question 16

The availability of improved technology has made access to respondents via a phone much easier.

Accepted Answer

A) True 
 B)False

Question 17

Karen, of Standard Research, contemplates which survey method she will use for a client. She must balance:

Accepted Answer

A)  the cost of the project with the level of statistical analysis that will be used 
B)  the time limitation of the client with the requirement that the surveys be representative 
C)  the lower quality of information generated by using a totally computer-administered survey with the desire to make additional profits using the latest technology 
D)  the quality of information desired with time deadlines, budget constraints, and any special considerations 
E)  the wishes of the employees at Standard Research 
A)  the cost of the project with the level of statistical analysis that will be used 
B)  the time limitation of the client with the requirement that the surveys be representative 
C)  the lower quality of information generated by using a totally computer-administered survey with the desire to make additional profits using the latest technology 
D)  the quality of information desired with time deadlines, budget constraints, and any special considerations 
E)  the wishes of the employees at Standard Research

Question 18

Karen has just started her first research project for her new firm, Standard Research. After meeting with the project team, Karen knows that the client, Cookies! Cookies! Cookies! (C!C!C!), is interested in statistical analyses to help decide on a new cookie flavour for their "health-conscious" line. C!C!C! needs to test whether the concept of the new flavour sounds appealing; consumers do not actually need to taste the product. Which of the following survey data collection methods noted best meet the client's needs?

Accepted Answer

A)  telephone interview 
B)  mall intercept 
C)  in-office interview 
D)  in-home interview 
E)  mail survey 
A)  telephone interview 
B)  mall intercept 
C)  in-office interview 
D)  in-home interview 
E)  mail survey

Question 19

Which of the following will increase mail survey response rates?

Accepted Answer

A)  use of colour 
B)  stamps, rather than preprinted postage paid on the return envelopes 
C)  use of a recognizable brand name 
D)  confidentiality 
E)  use of a mail panel 
A)  use of colour 
B)  stamps, rather than preprinted postage paid on the return envelopes 
C)  use of a recognizable brand name 
D)  confidentiality 
E)  use of a mail panel

Question 20

Which of the following is NOT an inherent shortcoming of the telephone survey?

Accepted Answer

A)  respondent cannot be shown anything 
B)  does not permit the interviewer to make various face-to-face judgments and evaluations 
C)  does not permit a high quality sample 
D)  does not allow for the observation of body language, facial expressions, or eye contact 
E)  limit in the quantity and types of information that can be obtained 
A)  respondent cannot be shown anything 
B)  does not permit the interviewer to make various face-to-face judgments and evaluations 
C)  does not permit a high quality sample 
D)  does not allow for the observation of body language, facial expressions, or eye contact 
E)  limit in the quantity and types of information that can be obtained

Most CATI systems are programmed to make wrong answers impossible.

What type of interview technique could be used if it was NOT necessary for the researcher to watch the respondent to ensure correct procedures are followed?

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.

Which data collection mode requires interviewers to "navigate around gatekeepers"?

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

Online surveys are fast but better-quality data can be obtained from established panels of respondents.

Self-selection bias is very strong in in-home interviewing.

Two variations of computer-administered telephone interview systems are (1) using a human interviewer and (2) using a computer, sometimes with a synthesized or recorded voice.

The essential objective of the drop-off survey is:

Some of the major advantages of using online surveys are:

The least expensive, per-respondent, type of self-administered survey is the:

Which of the following is considered a computer-assisted interview?

What is a technique that is NOT a variation of person-administered surveys?

The availability of improved technology has made access to respondents via a phone much easier.

Karen, of Standard Research, contemplates which survey method she will use for a client. She must balance:

Which of the following will increase mail survey response rates?

Which of the following is NOT an inherent shortcoming of the telephone survey?

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

Most CATI systems are programmed to make wrong answers impossible.

What type of interview technique could be used if it was NOT necessary for the researcher to watch the respondent to ensure correct procedures are followed?

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.

Which data collection mode requires interviewers to "navigate around gatekeepers"?

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

Online surveys are fast but better-quality data can be obtained from established panels of respondents.

Self-selection bias is very strong in in-home interviewing.

Two variations of computer-administered telephone interview systems are (1) using a human interviewer and (2) using a computer, sometimes with a synthesized or recorded voice.

The essential objective of the drop-off survey is:

Some of the major advantages of using online surveys are:

The least expensive, per-respondent, type of self-administered survey is the:

Which of the following is considered a computer-assisted interview?

What is a technique that is NOT a variation of person-administered surveys?

The availability of improved technology has made access to respondents via a phone much easier.

Karen, of Standard Research, contemplates which survey method she will use for a client. She must balance:

Which of the following will increase mail survey response rates?

Which of the following is NOT an inherent shortcoming of the telephone survey?

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