Test Bank CHAPTER 10 Information From Respondents: Survey Methods True-False 1.

Aided recall questions always uncover more activity, and the information they provide is more accurate than that from unaided recall questions.

F

2.

Respondents may have trouble giving meaningful answers to direct questions about their motivation.

T

3.

Good rapport between an interviewer and a respondent is most likely established by common interests. Demographic characteristics are irrelevant.

F

4.

Most of the sources of interviewer error are due to human nature and are beyond the control of the researcher.

F

5.

The most common interviewer error is insufficient probing.

T

6.

Interviewer cheating may occur in the respondent selection process or in filling out survey information.

T

7.

Mail surveys are preferred when a large amount of information is required and when the questions are complex.

F

8.

The cost per completed interview is generally higher for personal interviewing than for telephone interviewing.

T

9.

Shopping center interviews are widely used because shoppers are representative of the general population.

F

10.

While telephone interviewing generally has the advantages of being faster and more economical, personal interviewing has fewer administrative problems.

F

11.

Mail surveys apparently produce more accurate responses, but only among those who complete the survey.

F

12.

The researcher who uses a mail survey does not have control over who answers the survey or the order in which the respondent reads the questions.

T

13.

The evidence shows that researchers can improve the response rate of a mail survey by personalizing the mail and promising the respondents’ anonymity.

F

14.

One method of coping with nonresponse to mail surveys is to assume that those who take longer to respond are much like nonrespondents and to extrapolate from this group the projected answers of nonrespondents.

T

15.

The major advantage of using a mail panel is a high response rate.

T

16.

The researcher does not have to deal with selection bias when using a mail panel because panel members are recruited to match the general population.

F

17.

Personal interviewing is characterized by the interaction of four entities: the researcher, the interviewer, the interviewee, and the research environment.

T

1

18.

The door-to-door method is not a viable method to do long detailed interviews.

F

19.

Self-administered questionnaires are used in countries that have a low telephone ownership.

F

20.

The purchase intercept technique combines both in-store observation and in-store interviewing to assess shopping behavior and the reasons behind that behavior.

T

21.

The major disadvantage of the purchase intercept technique is that it does not aid in buyer recall.

F

22.

The advantage of the purchase intercept technique is that it samples not only the purchasers but also those who influence the purchase decision.

F

23.

Each telephone number has an equal chance of being called in a systematic random digit dialing.

T

24.

The cost per completed interview is higher in a telephone interview as compared to a personal interview.

F

25.

A mail panel is a representative sample of people who have agreed to participate in a limited number of mail surveys each year.

T

26.

Personal interviewing is a dominant mode of data collection outside the United States.

T

27.

High illiteracy rates plague the effectiveness of mail surveys in the international marketing research context.

T

28.

In international industrial marketing research, use of telephone surveys may be more effective as compared to the international consumer research.

T

26.

Web-based surveys need continuous monitoring to determine its direction, appropriate use and long term effectiveness

T

30.

Web-based surveys are not fast and not efficient.

F

31.

Poor translation of well designed surveys to electronic versions is a problem in e-research

T

32.

People changing their email addresses very often does not create problems for well defined samples.

F

33.

e-research surveys have lower response rate, statistical value and validity.

T

34.

Personal interview is usually preferred when a large amount of information is required

T

35.

Screening questions increase fieldwork costs

F

36.

Telephone interviewing does not give rise to sample bias

F

37.

In international marketing research, telephone interviews are always advantageous

F

2

Multiple Choice

1.

Random digit dialing is designed to a) increase the response rate in telephone surveys b) reduce costs in telephone surveys c) increase the representativeness of the sample in the telephone interviews d) relate telephone sampling to street addresses rather than phone book numbers e) provide the best cost estimates from research suppliers

c

2.

Which of the following is true about computer scanner check-outs ? i) They record purchases by passing them over a laser scanner ii) One of their advantages to the researcher is the ability to look at data over short periods of time iii) Consumers' purchase data can be instantly accessed a) i b) ii c) iii d) ii and iii e) I, ii and iii

e

3.

A survey conducted by a market research service which can be purchased by any organization and customized by adding one or more questions of its choice is called a) audit b) non-profit study c) panel survey d) omnibus survey e) test market survey

4.

High refusal rates a) are more likely in personal interviewing than in mail survey b) are a major source of error, since those who refuse to participate are likely to differ in important aspects from respondents are beyond a researcher’s control c) are not a problem in some surveys because those who refuse to participate can be replaced by cooperative respondents e) none of the above

b

5.

Long and complicated questionnaires are generally best handled in a. telephone interviews. b. omnibus surveys. c. personal interviews. d. mail surveys. e. all of these.

c

6.

Types of interviewing from most to least common are a. personal door-to-door, mail, and telephone. b. mail, personal door-to-door, and telephone. c. personal door-to-door, telephone, and mail. d. telephone, mail, and personal door-to-door. e. telephone, personal door-to-door, and mail.

c

d

3

7.

Which of the following is true of telephone interviewing? a. It is characterized by flexibility and is preferred when a large amount of information is required. b. It dominates the personal interview with respect to speed, absence of administrative problems, and lower cost per completed interview. c. It is regularly scheduled, with questions provided by a number of clients. d. It does not give the researcher adequate control over a number of variables and may make it hard for the researcher to predict response rates. e. None of the above.

b

8.

A researcher who must collect survey data as inexpensively as possible will probably choose a a. telephone interview. b. shopping center intercept interview. c. mail survey. d. personal door-to-door interview. e. telephone call, followed by a personal survey.

c

9.

All of the following have been found to influence the response rate in mail surveys except a. follow-up letters. b. personalized mail. c. persuasive cover letters. d. providing stamped return envelopes. e. monetary incentives.

b

10.

A researcher who wants to survey a special sample of a small subgroup of the population would be advised to use a a. mail panel. b. telephone interview. c. personal door-to-door interview. d. shopping center intercept interview. e. none of the above.

a

11.

The method wherein the respondent is seated at a computer terminal and enters the responses is a. computer assisted telephone interviewing. b. computer interactive interviewing. c. computerized personal interview. d. computer assisted personal interview. e. none of the above.

b

12.

The interviewer reads the question and enters the responses. The computer skips ahead to the next appropriate question. This method is a. computer assisted telephone interviewing. b. computer interactive interviewing. c. computerized personal interview. d. computer assisted personal interview. e. none of the above.

a

13.

Self-administered questionnaires are useful for a. a captive audience. b. a highly educated audience. c. highly motivated individuals. d. highly knowledgeable subjects. e. none of the above.

a

4

14.

Which of the following statements is correct? a. The response rate of a mail panel is typically higher than that of a mail survey. b. The response rate of a mail panel is typically lower than that of a mail survey. c. The response rate of a mail panel is exactly the same as that of a mail survey. d. The response rate of a mail panel is roughly the same as that of a mail survey. e. None of the above

a

15.

The most popular primary data collection method in marketing research is a. observation. b. survey. c. focus group. d. experiment. e. none of the above.

b

16.

In door-to-door interviewing

a

a. consumers are interviewed in person in their homes. b. business people are interviewed at their offices concerning industrial products or services. c. interviewers randomly approach respondents. d. no interviewer is involved e. none of the above. 17.

In executive interviewing

b

a. consumers are interviewed in person in their homes. b. business people are interviewed at their offices concerning industrial products or services. c. interviewers randomly approach respondents in the malls. d. no interviewer is involved e. none of the above. 18.

In mall intercept surveys

c

a. consumers are interviewed in person in their homes. b. business people are interviewed at their offices concerning industrial products or services. c. interviewers randomly approach respondents. d. no interviewer is involved e. none of the above. 19.

In self administered interviewing

d

a. consumers are interviewed in person in their homes. b. business people are interviewed at their offices concerning industrial products or services. c. interviewers randomly approach respondents. d. no interviewer is involved e. none of the above.

5

20.

Purchase Intercept technique a. dominates the personal interview with respect to speed, absence of administrative problems, and lower cost per completed interview. b. It does not give the researcher adequate control over a number of variables and may make it hard for the researcher to predict response rates.. c. is to schedule personal interview surveys with questions provided by a number of clients. d. combines both in-store observation and in-store interviewing to asses shopping behavior. e. none of the above.

d

21.

Omnibus Surveys a. dominate the personal interview with respect to speed, absence of administrative problems, and lower cost per completed interview. b. does not give the researcher adequate control over a number of variables and may make it hard for the researcher to predict response rates.. e. are scheduled personal interview surveys with questions provided by a number of clients. f. combine both in-store observation and in-store interviewing to asses shopping behavior. b. none of the above.

c

22.

Validity of online surveys depends on a. Sample selection b. Survey design c. Response tendencies d. Technology challenges. e. All of the above

e

23.

The choice of sampling units in e-research is in the form of a. E-mail addresses b. Electronic subscription groups c. Heavily visited web sites d. All of the above

d

6