Deck 13: Using Primary Data Sources

Question 1

An advantage of questionnaire surveys is the low cost relative to the amount of data that can be collected.

Answer 1

True

Question 2

Online surveys that can handle open-ended questions are an unlikely development.

Answer 2

False

Question 3

Most, if not all, polls are set up to reveal responses to poll participants.
B. Multiple Choice - For the following items, select the most appropriate choice (a-d).

Answer 3

True

Question 4

Passive data collection involves interviewing subjects.

Question 5

To make online surveys easy to access, companies can post them on Facebook.

Question 6

Which measurement scale is BEST for evaluating the clarity of a trainer's instructions to trainees?

A) Nominal
B) Ordinal
C) Interval
D) Ratio

Question 7

Which data collection method is likely to be the BEST source for accurate historical data?

A) Electronic survey
B) Focus group
C) Personal interview
D) Search of records

Question 8

An advantage of the personal interview is the accuracy of sensitive data collected by that means.

Question 9

The main use of online polls is customer feedback.

Question 10

Which data collection method is likely to be MOST costly relative to the amount of data collected?

A) Electronic survey
B) Focus group
C) Personal interview
D) Search of records

Question 11

Which data collection is likely to be the LEAST flexible with respect to scheduling?

A) Electronic survey
B) Focus group
C) Personal interview
D) Search of records

Question 12

Which of the following questions does NOT help determine the relevance of an item on a data collection instrument?

A) Can I ask this question in an inoffensive way?
B) Do I need this information to fulfill the purpose of my study?
C) Is this the best way to obtain the information I need?
D) Will this question help to establish rapport with the interviewee?

Question 13

The validity of data collected in a focus group interview should be questioned.

Question 14

Company records are an example of a primary data source.

Question 15

Collecting data by asking subjects to complete a questionnaire is an active method of data collection.

Question 16

Which scale is BEST to measure the increase in book sales for the past year?

A) Nominal
B) Ordinal
C) Interval
D) Ratio

Question 17

Offering an inducement to complete a questionnaire survey will reduce validity of the data.

Question 18

A nominal scale allows data to be classified but limits statistical analysis of that data.

Question 19

Online surveys are limited to true-false and multiple choice questions.

Question 20

Observation is an unreliable data collection method because observers may have different perceptions of what they see.

Question 21

With respect to collection of primary data, confidentiality-

A) is not an issue when data are collected from company records.
B) means that primary data sources should not be acknowledged.
C) requires that private information not be collected during an interview.
D) sometimes comes into conflict with the need to acknowledge data sources.

Question 22

Many consumers view telephone marketing surveys to be an invasion of privacy, but professional interviewers often say that such surveys help both consumers and businesses by enabling businesses to respond to consumer needs. What is your position? Defend that position.

Question 23

Which of the following items violates a principle of questionnaire design?

A) Annual Income: Under $20,000 $20,000 - $40,000
$40,000 - $60,000
Over $60,000
B) Annual Income: $0 - $20,000 $20,001- $40,000
$40,001- $60,000
$60,001+
C) Annual Income: Under $20,000 $20,001 - $40,000
$40,001 - $60,000
Over $60,000
D) Annual Income: _____________

Question 24

Which business task is NOT aided by online surveys?

A) Customer feedback
B) Market analysis
C) Event planning
D) Website design

Question 25

Which statement is NOT an advantage of one-question polls?

A) Poll answers of one group can be compared with answers of another group.
B) Response rate is high because of the ease and speed of responding to polls.
C) Poll results can give basic insight into complex situations.
D) Polls are easy to post and check.

Question 26

To ensure that a questionnaire is capable of collecting valid and reliable data, the researcher should always test the questionnaire before giving it to potential subjects.

Question 27

Much primary research requires gathering data from or about people. A major ethical issue concerns how people are used for the researcher's advantage.

Question 28

A transmittal message that accompanies a questionnaire should-

A) explain the role of survey participants.
B) focus on the sender, not the receiver.
C) mask the purpose of the study.
D) not offer an incentive to participate.

Question 29

Which statement gives sound advice about questionnaire format?

A) Leave little blank space.
B) Limit the questionnaire to one page.
C) Place spaces for responses near the items to be answered.
D) Use more closed questions than open ones.

Question 30

One-question polls are here to stay, but they cannot replace thorough market research.

Question 31

Which adjectives BEST describe effective language for a questionnaire or interview guide?

A) Positive and patronizing
B) Positive and confident
C) Positive and leading
D) Unbiased and hesitant

Question 32

Which statement provides the LEAST accurate information about invasion of privacy?

A) It's a fundamental human right guaranteed by Supreme Court interpretations of the U.S. Constitution.
B) It's a minor concern to most participants in telephone surveys.
C) It should be avoided during data collection if possible.
D) It should not affect the design of a data collection instrument.

Question 33

Which of the following questions does NOT lead a respondent?

A) What level of health care, if any, should the Federal government guarantee for people who cannot afford to buy private insurance?
B) What level of health care should the Federal government provide for people who cannot afford to buy private insurance?
C) Should parents who cannot afford to buy health insurance be banned from seeking emergency room care for their children?
D) Should the Federal government provide a health care program for parents of young children who cannot afford to buy private insurance?