Deck 7: Evaluating Survey Data Collection Methods

Question 1

As more and more respondents have access to the Internet,online surveys,a form of computer-administered surveys,are often combined with some other method,such as telephone surveying,a form of person-administered surveying.This is an example of what type of survey?

A)Computer and self-administered survey
B)Multiple methodology survey
C)Combination methodology
D)Mixed-mode survey

Answer 1

D

Question 2

Some interview techniques do not require the researcher to watch the respondent complete the survey and ensure correct procedures are followed.Which of the following is that type of technique?

A)Mall-intercept interview
B)Telephone interview
C)In-office interview
D)In-home interviews

Answer 2

B

Question 3

Over and above the expense associated with person-administered surveys,there are other disadvantages.Which of the following is NOT a disadvantage of person-administered surveys?

A)Adaptability
B)Human error
C)Slow speed
D)Interview evaluation

Answer 3

A

Question 4

Regardless of which variation of computer-assisted surveys is considered,at least four advantages of computer-assisted surveys are evident.Which of the following is NOT an advantage of computer-assisted surveys?

A)Speed
B)Relatively error-free
C)Technical skills requirement
D)Able to capture data in real-time

Question 5

Which of the following is NOT an advantage of using survey methods?

A)Standardardization
B)Insensitivity to subgroup differences
C)Ease of administration
D)Suitability to tabulation and statistical analysis

Question 6

Which of the following is NOT an advantage of person-administered surveys?

A)Feedback
B)Rapport
C)Quality control
D)Suitability

Question 7

When an interviewer reads questions,either face-to-face or over the telephone,to the respondent and records his or her answers without the use of a computer this is what type of data collection?

A)Computer-administered survey
B)Self-administered survey
C)Person-administered survey
D)Computer assisted

Question 8

While self-administered surveys have several important advantages,they also have disadvantages.Which of the following could be considered BOTH an advantage as well as a disadvantage?

A)Cost
B)Respondent control
C)Lack of monitoring
D)High questionnaire requirements

Question 9

Computer-administered surveys provide a variety of advantages.Which of the following is NOT one of those advantages?

A)Many user-friendly features
B)Relatively inexpensive
C)High qualification rates of respondents
D)Reduction of interview evaluation concern in respondents

Question 10

Which of the following is NOT a type of a person-administered/computer-assisted survey?

A)Mail survey
B)Mall-intercept interview
C)In-home interview
D)Telephone interview

Question 11

A disadvantage of the mall-intercept survey is:

A)Difficult to obtain permission of mall management.
B)Unreliability of mall-intercept interviewers.
C)Mall shoppers may not be representative of the target market population.
D)Interviewers in mall-intercept studies are often distracted by mall activities.

Question 12

Compared to observation or other qualitative methods,________ allow the collection of significant amounts of data in a systematic,economical,and efficient manner,and they typically involve large sample sizes.

A)survey methods
B)focus group methods
C)neuromarketing methods
D)mixed methods

Question 13

________ allows for recruitment and training to be conducted at a central location,monitoring of the actual interviews by a supervisor,checking of completed interviews"on the spot,"and control of interviewers' schedules.

A)Call center surveying
B)Central location telephone surveying
C)Remote telephone interviewing
D)Central location mall intercepts

Question 14

Self-administered surveys have several important advantages.Which of the following is NOT one of these important advantages?

A)Reduced cost
B)Respondent control
C)Reduced interview evaluation apprehension
D)Enhanced monitoring ability

Question 15

While person-administered surveys were the industry mainstay,________ have grown to a dominant position in developed countries.

A)computer-administered survey methods
B)computer-assisted survey methods
C)self-administered survey methods
D)proxy-assisted survey methods

Question 16

The rise of technology and the ________ by consumers underlie a troublesome data collection dilemma faced by marketing researchers all over the globe.

A)rapid adoption of sophisticated personal communication systems
B)rapid adoption of social media
C)Internet privacy concerns
D)rise of new communications technologies

Question 17

The"man-on-the-street"interview is closest to which data collection mode?

A)Telephone interview
B)Mall-intercept interview
C)Mail survey
D)In-person interview

Question 18

________ has advanced significantly and opened new,efficient ways for marketing researchers to collect data.

A)New types of software solutions
B)Relaxation of privacy restrictions
C)Computer and telecommunications technology
D)The explosion of social media

Question 19

Rising nonresponse rates have caused marketing researchers to rethink the use of:

A)traditional paper surveys.
B)software technologies.
C)focus groups.
D)traditional data collection methods.

Question 20

Which of the following is NOT among the four methods of data collection?

A)Person-administered surveys
B)Proxy-assisted surveys
C)Computer-administered surveys
D)Computer-assisted surveys

Question 21

A group self-administered survey entails administering a questionnaire to respondents in groups rather than individually:

A)to maximize respondent time and effort.
B)for convenience and to gain economies of scale.
C)to benefit from groupthink and opinions.
D)to maximize interviewer costs of administration.

Question 22

________ are not inexpensive,do not deliver random samples,and are sometimes overworked.

A)Focus groups companies' participants
B)Social media research companies' participants
C)Panel companies' participants
D)Media research companies' participants

Question 23

Which type of company dominates the data collection landscape?

A)Social media research companies
B)Panel companies
C)Micromarketing companies
D)Media research companies

Question 24

The advantages of cost,quality,and speed are characterized by the:

A)Mall-intercept interview.
B)In-home interview.
C)Telephone interview.
D)In-office interview.

Question 25

Drawbacks of ________ include sample representativeness,respondent validation,and difficulty in asking probing types of questions.

A)online interviews
B)in-office interviews
C)mall-intercept interviews
D)telephone interviews

Question 26

An application for a radio license with the FCC is due in six weeks,and a listenership study of other stations in the area must be conducted.Which would be the preferred method of data collection?

A)Mail survey
B)Telephone survey
C)In-home surveys
D)In-depth interviews

Question 27

The ________ is characterized by non-responsiveness and self-selection bias.

A)online survey
B)in-office interview
C)mall-intercept survey
D)mail survey

Question 28

Which survey technique is generally believed to obtain response quality equal to telephone surveys?

A)Mail surveys
B)Online surveys
C)Mall-intercept surveys
D)In-office surveys

Question 29

Online surveys have major advantages,which include:

A)Easy-to-obtain email addresses,less expensive,and increased speed.
B)Real time access to data and availability of many respondents.
C)Low cost,speed,and sample representativeness.
D)Low cost,speed,and real-time access to data.

Question 30

Completely automated telephone surveys(CATS)have been successfully used in all of the following situations EXCEPT for:

A)Customer satisfaction studies.
B)Service quality monitoring.
C)In-store product tests.
D)Election Day polls.

Question 31

Some companies are experimenting with ________ to match up with mobile consumers who use social media.

A)multiple mobile media modes
B)mobile media
C)targeted media methods
D)social media

Question 32

________ requires interviewers to"navigate around gatekeepers."

A)In-office interviewing
B)Mall intercepts
C)CATI and CAPI
D)CAPI and CATS

Question 33

Another variation of the self-administered survey is the drop-off survey,which must be self-explanatory because:

A)the sample population is not necessarily representative.
B)generally time and cost are very important.
C)the surveys are left with the respondents,who fill them out without assistance.
D)there are no survey interviewers to retrieve the completed forms.

Question 34

A ________ recruits large numbers of potential respondents who agree to take part in surveys for compensation.

A)panel company
B)focus group company
C)social media research company
D)media research company

Question 35

________ can deliver targeted samples,but not random samples.

A)Media research companies
B)Social media research companies
C)Micromarketing research companies
D)Panel research companies

Question 36

In selecting a data collection mode,a researcher balances quality against:

A)Cost,time,and other considerations.
B)Cost,time,and data analytics.
C)Time,interviewer expertise,and other considerations.
D)Cost,sample size,and software capabilities.

Question 37

Because there is reluctance worldwide to take part in surveys and in combination with technological advances,________ have become a viable and popular means of data collection.

A)focus group companies
B)mass media entertainment research companies
C)panel companies
D)social media research companies

Question 38

When a research budget is austere,a researcher might opt for which type of data collection method?

A)Mail survey
B)Telephone survey
C)Online survey
D)In-depth interviews

Question 39

The ________ is a poor choice for conducting a survey with many open-ended questions.

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

Question 40

Panel companies have become a popular means of data collection.Which of the following does NOT characterize an advantage of panel companies?

A)Fast turnaround
B)High-quality database information
C)Access to targeted respondents
D)Less costly than other sources

Question 41

Key advantages of surveys include standardization,ease of administration,ability to tap the"unseen,"suitability to tabulation and statistical analysis,and sensitivity to subgroup differences.

Question 42

If respondents need to see,handle,or experience something,the data collection mode must:

A)Be done in focus groups.
B)Be performed as part of in-depth interviews.
C)Have an expansive budget.
D)Accommodate these requirements.

Question 43

In the past two decades,there has been a dramatic increase in the willingness of the general public to take part in surveys.

Question 44

Rising nonresponse rates have caused marketing researchers to rethink the use of traditional data collection methods.

Question 45

________ are often touted as affordable ways for researchers to access the low-incidence panel members who have been previously identified.

A)Focus groups
B)Telephone surveys
C)In-person interviews
D)Online panels

Question 46

Which of the following should NOT be a consideration when choosing a survey method?

A)The budget
B)Easiest method for the researcher
C)Deadline
D)Type of target respondent

Question 47

If a respondent needs to observe a short video or moving graphic,which method of data collection would be the most appropriate?

A)In-person interview
B)Focus group
C)Online surveys
D)Mall intercept

Question 48

If a respondent is required to actually use a product in a realistic setting,________ may be the only data collection method that will work.

A)in-home interviews
B)mall intercepts
C)focus groups
D)online surveys

Question 49

Telephone surveys have been largely supplanted by Internet-based or online surveys that afford a host of efficiencies.

Question 50

Historically,survey data collection has been largely driven by technology.The earliest technology was the telephone survey.

Question 51

Technology opened doors to new data collection methods,which helped solve the nonresponse problem.

Question 52

Though not economical,survey methods allow the collection of significant amounts of data in a systematic,efficient manner,and involve large sample sizes.

Question 53

The newest and currently most popular form of data collection is the use of social media,which are immense groups of potential respondents who are recruited and compensated by companies that provide access to them for a fee.

Question 54

Two primary reasons for the technology push are the rising costs of traditional data collection such as CATI and consumers' adoption of new communication systems.

Question 55

Data collection method choice is shaped by ________ such as cultural norms and/or communication or other systems that are in place.

A)incidence rate factors
B)situational factors
C)target population rate factors
D)environmental factors

Question 56

________ is the percentage of the population that possesses some characteristic necessary to be included in the survey.

A)Population percentage
B)Situation rate
C)Incidence rate
D)Target population rate

Question 57

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

Question 58

Changes due to technological advances are making the data collection process faster,simpler,more secure,and less expensive with corresponding increasing levels of participation globally.

Question 59

Computer and telecommunications technology has advanced significantly and opened new,efficient ways for marketing researchers to collect data.

Question 60

Despite the impression that online surveys are eclipsing all other methods,data collection is currently a blend of traditional,or low technology,methods and contemporary,or high technology,approaches.

Question 61

Interviewing businesspeople face-to-face has essentially the same advantages and drawbacks as mall intercept interviewing.

Question 62

The most advanced central location telephone interview companies operate with computer-assisted telephone interviews(CATI).

Question 63

In a computer-administered survey,a computer plays an integral role in posing the questions and recording respondents' answers.

Question 64

While computer technology can result in increases in productivity,there can be high setup costs associated with getting some of these systems in place and operational.

Question 65

While person-administered surveys were the industry mainstay,computer-assisted survey methods have grown to a dominant position in emerging countries.

Question 66

While computer-administered interviews are faster and error free,they may make respondents feel less at ease because of the technology challenges.

Question 67

Interview evaluation may occur when another person is involved in the interviewing process and some respondents are apprehensive that they are answering"correctly."

Question 68

There are four common variations of person-administered/computer-assisted interviews: the in-home interview,the mall-intercept interview,the in-office interview,and the telephone interview.

Question 69

The disadvantages of self-administered surveys are respondent control,lack of monitoring,high cost,and high questionnaire requirements.

Question 70

While there are disadvantages of person-administered surveys such as human error,slow data collection,and interview evaluation apprehension among respondents,they are less expensive than other methods.

Question 71

Personal interviewers should not adapt to differences in respondents,since it may result in alteration of the meaning of a question.

Question 72

In a person-administered survey,an interviewer reads questions,either face-to-face or over the telephone,to the respondent and records his or her answers with the use of a computer.

Question 73

Generally,mixed-mode surveys afford better coverage of the population,result in somewhat higher response rates,sometimes shorten questionnaire lengths,and may lessen total survey costs.

Question 74

Recent growth of non-mall retailing concepts,such as catalogs and stand-alone discounters such as Walmart and online vendors such as Amazon,mean that more mall visitors are recreational shoppers rather than convenience-oriented shoppers,resulting in the need to scrutinize mall-intercept samples as to what consumer groups they actually represent.

Question 75

The immediate capture of data by computer-administered surveys is both an important advantage and disadvantage of this data collection mode.

Question 76

There are three important advantages to self-administered surveys: reduced cost,respondent control,and no interview evaluation apprehension.

Question 77

A company develops a new type of countertop toaster oven that is designed to remain perfectly clean,which requires special set-up including set up according to different cooking situations.The mall intercept would be the most appropriate data collection method.

Question 78

In a self-administered survey,the respondent completes the survey on his or her own with the aid of a human or computer agent.

Question 79

Personal interviewers can create trust and understanding that nonpersonal forms of data collection cannot achieve,which eases the ability to collect needed data.

Question 80

A review article concluded that,compared to face-to-face interviews,telephone interviews elicit more suspicion and less cooperation,generate more"no opinions"and socially desirable answers,and foster more dissatisfaction with long interviews.