Quiz 10: Surveys

A communication approach to data collection involves _____. A) observing behavior B) recording trace evidence C) surveying people D) data mining E) linguistic behavior analysis

Surveys are used in _____ research studies. A) monitoring B) communication C) observation D) behavioral observation E) nonbehavioral observation

All of the following are sources of error in communication research except _____. A) measurement questions B) observers C) survey questionnaires D) interviewers E) participants

Emma is responding to a survey about her experience using the NetFlix streaming delivery service.One question on the questionnaire asks "How satisfied are you with your overall experience with NetFlix?" The questionnaire response options provided are Strongly Agree to Strongly Disagree.Which of the following sources of error in communication research is present in this example? A) Measurement questions B) Observers C) Interviewers D) Participants E) All of the above

Rachel is conducting telephone interviews for Blockbuster on perceptions of its new "No Late Fees" program.When she interviews customers of the NetFlix service,she tends to change the wording of the question from "How loyal are you to using Blockbuster for your rental needs?" to "So you aren't loyal to Blockbuster,are you?" Which of the following sources of error in communication research is present in this example? A) Measurement questions B) Observers C) Interviewers D) Participants E) All of the above

Mike resents getting calls from telemarketers and pollsters.A research firm called yesterday to question him concerning his preference for radio stations.When Mike was asked to report his household income,he inflated his income to the highest range offered.He also misreported his age and occupation.Which of the following sources of error in communication research is presented in this example? A) Measurement questions B) Observers C) Interviewers D) Participants E) All of the above

The failure to secure full participant cooperation for a study can result in _____ error. A) measurement B) instrumentation C) data entry D) sampling E) nonresponse

Interviewer error may be caused by _____. A) an unwillingness to participate B) participant faulty recall C) the falsification of answers D) social desirability responding E) all of the above

Which type of error occurs when the interviewer summarizes or interprets participant answers? A) Measurement B) Instrumentation C) Data entry D) Sampling E) Nonresponse

Which of the following factors will tend to decrease participant motivation? A) Prestige of research sponsor B) Perceived importance of the topic C) Interest in the topic D) Competing activities E) Conscientiousness

A study reported in the Journal of Management Research concluded that individuals are more motivated to respond to surveys when _____. A) the topic is salient B) incentives are offered C) respondents have a strong social network D) they can respond at work E) they know others like themselves have already responded

_____ occurs when the responses of participants differ in some systematic way from the responses of nonparticipants. A) Measurement error B) Data entry error C) Sampling error D) Response error E) Nonresponse error

David's Bridal is conducting a survey of the trends in dress preferences among women who will marry sometime in the next 12 months.Questionnaires were mailed to 100,000 women but only 1,000 responded resulting in a response rate of 1%.This study is threatened by _____. A) nonresponse error B) response error C) sampling error D) measurement error E) coverage error

In a telephone survey one question asks participants whether they have donated money to the American Red Cross following the recent flood and fire loss disasters.This type of question is subject to _____. A) nonresponse bias B) acquiescence C) social desirability bias D) satisficing E) sampling error

The tendency for respondents to give answers that are perceived as being socially desirable,whether or not the answers are truthful,is known as _____. A) nonresponse B) item nonresponse C) acquiescence D) social desirability responding E) impression management

The tendency for respondents to be agreeable is called _____. A) social desirability responding B) acquiescence C) elaboration likelihood D) agreeableness E) conscientiousness

Self-administered questionnaires may be delivered via all of the following channels except _____. A) mail B) fax C) telephone D) Internet E) disk-by-mail

Which type of communication data collection is typically the lowest-cost option? A) Self-administered B) Telephone interview C) Personal interview D) Record analysis E) Observation

An instrument completed by the participant without additional contact with an interviewer beyond the initial delivery of the instrument is called a _____. A) computer-assisted self-interview B) disk-by-mail survey C) mail survey D) self-administered questionnaire E) web survey

Which of the following is NOT a reason for the growth in web-based surveys? A) Participant perceptions of anonymity B) Ability to use visual stimuli C) Speed of response D) Cost efficiencies E) Internet penetration rates

Surveys conducted via the Internet reduce costs by eliminating the costs associated with _____. A) interviewers B) postage C) data entry D) printing E) all of the above

Sample accessibility is generally maximized by the use of _____ surveys. A) telephone B) mobile phone C) mail D) Internet E) fax

Which of the following types of telephone calls are forbidden for individuals participating in the national Do Not Call registry? A) Political polling B) Telephone surveys C) Requests for charitable donations D) Telemarketing E) All of the above

The survey mode with the greatest perceived anonymity is the _____. A) electronic mail (e-mail) survey B) mail survey C) telephone survey D) person-administered survey E) intercept survey

The respondents' perceptions that the interviewer will not be able to discern their identity refers to the _____. A) response rate B) social desirability responding C) perception of anonymity D) refusal rate E) incidence rate

One rule of thumb is that participants should be able to answer the questions in a self-administered survey in no more than _____. A) 10 minutes B) 15 minutes C) 30 minutes D) 45 minutes E) there are no guidelines related to survey length

The _____ suggests that a participant's burden should be minimized in the survey response process by creating questionnaires that are easy to read,offer clear response directions,include personalized communication,notify the participant about the survey in advance,and encourage the respondent to participate. A) Survey Design Bible B) economic decision making literature C) Total Design Method D) Gallup organization E) theory of reciprocation

Which type of incentive has been shown to consistently improve response rates to surveys? A) Free product samples B) Money C) Gift certificates D) Prize draw chance E) Receipt of post-study results

Response rates to self-administered surveys can be improved by using all of the following techniques except _____. A) advance notification B) reminders C) promise of anonymity D) monetary incentives E) appeal for participation

The presence of a(n)_____ is the primary difference between a computer-assisted telephone interview and a computer-administered telephone survey. A) computer B) human interviewer C) supervisor D) participant E) recording device

Phoebe is working at a call center for a research company.She has a carrel with a personal computer that is networked to the phone system and to the central data processing unit.The computer selects telephone numbers,dials each number,and accepts responses as Phoebe enters what the respondents tell her.A software program prompts her with each question and precoded response options.Phoebe is collecting data using _____. A) computer-assisted telephone interviewing B) OTS software C) computer-administered telephone surveys D) computer-delivered surveys E) computer-assisted personal interviewing

For which type of telephone interview is the refusal rate the highest? A) Computer-assisted telephone interviewing B) OTS C) Computer-administered telephone surveys D) Computer-delivered surveys E) Computer-assisted personal interviewing

The ratio of participants who decline the interview to all eligible contacts is the _____ rate. A) nonresponse B) noncontact C) incidence D) refusal E) reachable

Which term below refers to the ratio of potential contacts that were never reached to all potential contacts? A) Nonresponse B) Noncontact C) Incidence D) Refusal E) Reachable

Which of the following trends is increasing the noncontact rate associated with telephone surveys? A) Penetration of mobile telephones B) Replacement of land line telephones with mobile telephones C) Caller identification systems on phones D) Voice mail systems on phones E) All of the above

Which of the following trends is increasing the refusal rate associated with telephone surveys? A) Penetration of mobile telephones B) Replacement of land line telephones with mobile telephones C) Caller id systems D) Negative attitudes toward survey participation E) Voice mail

Which limitation listed below can be overcome by the use of random digit dialing in telephone surveys? A) Inaccessible households B) Inaccurate or private listings in the telephone book C) Limited interview length D) Ease of interview termination E) Low participant involvement

Personal interviewing with computer-sequenced questions capable of employing visualization techniques is called _____. A) computer-assisted telephone interviewing B) computer-administered telephone interviewing C) computer-assisted personal interviewing D) computer-administered surveying E) personal-assisted computer interviewing

Which of the following is NOT a type of personal interview data collection method? A) In-home B) Mall intercept survey C) Computer-assisted personal interview D) Electronic mail survey E) All of the above are personal interview methods

An intercept interview is most likely to occur at a _____. A) mall B) school C) hospital D) home E) all of the above

Brittany is considering an intercept survey as the data collection mode for the drinking behavior and sexual activity study.To execute this type of study,she could _____. A) email a questionnaire to students B) mail a questionnaire to a student's permanent address C) approach students outside the dining hall D) telephone students using cell phone numbers E) text message students using cell phone numbers

Which term is used to describe the act of surveying prospects or customers who have given permission for such engagement? A) Opt-in B) Choice C) Opt-out D) Permission surveying E) Direct surveying

Which data collection mode imposes the fewest time constraints on the participant? A) Mail B) Telephone C) Computer-administered D) CATI E) CAPI

In considering the use of a Web survey for conducting polls of the general population,the greatest disadvantage of the mode is _____. A) cost B) time constraints C) Internet coverage D) dial-up modems E) inability to use monetary incentives

Alex is responding to a computer-administered telephone survey.The computer instructs Alex to respond by choosing the appropriate answer using his telephone key pad such that 1 = yes and 2 = no.This system is using the _____ mode of computer-administered survey. A) automatic speech recognition B) voice recognition C) automatic entry D) touch-tone data entry E) record analysis

When a computer-administered telephone survey is capable of recognizing and recording a wide range of verbal responses,it is capable of _____. A) automatic speech recognition B) voice recognition C) automatic entry D) touch-tone data entry E) record analysis

Computer-administered telephone surveys that can recognize yes and no answers spoken by respondents are of the _____ mode. A) automatic speech recognition B) voice recognition C) automatic entry D) touch-tone data entry E) record analysis

The Internet is fastest growing survey data collection mode.Which of the following is NOT a reason for the growth in this mode? A) Speed of response B) Cost savings C) Elimination of data entry D) Ease of providing monetary incentives E) All of the above are reasons

When a participant does not know the answer to a survey question,but there isn't a "Don't Know" response option offered,_____ will occur. A) response bias B) measurement error C) sampling error D) nonresponse bias E) unit nonresponse

Which type of data collection mode is most appropriate for a survey requiring 45 minutes to complete? A) Telephone B) Computer-administered telephone C) Mail D) Online E) Intercept

Collecting data over time using a panel of respondents can NOT be used with ____ surveys? A) Telephone B) Computer-administered telephone C) Mail D) Online E) Intercept

Response error in surveys occurs when ____ surveys? A) Interviewer modifies the questions between participants B) Participant gives an inaccurate answer C) Interviewer fails to encourage a participant to take a survey D) Participant answers only some of the questions on a questionnaire E) None of the above

Your instructor provides to each student a URL link via email to a course evaluation following the last class session.Sally accessed her university intranet and completes the survey using her iPad.This is an example of a _____. A) Self-administered survey B) Computer-assisted self-interview (CASI) C) Electronic e-mail survey D) Mobile/web survey E) None of the above

Identify the three sources of error in communication research.Explain how each source can contribute to error.

Explain the meaning of nonresponse error.How can researchers reduce the potential for nonresponse error?

Off-the-shelf Web survey software offers many advantages over traditional programming for researchers as they build surveys for deployment on the Internet.Identify five of these advantages.

Compare and contrast computer-assisted telephone interviewing with the use of computer-administered telephone surveys.