Chapter 7 Survey Research
TRUE/FALSE
1. The people who answer survey questions are called respondents.
ANS: T PTS: 1
OBJ: 07-1
DIF: Easy REF: p. 152
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
2. Some aspects of surveys may be qualitative.
ANS: T PTS: 1 DIF: Moderate REF: p. 153 OBJ: 07-1
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
3. Surveys provide accurate means of assessing information about a population, but they are expensive and an inefficient means of doing so.
ANS: F
Surveys provide a quick, often inexpensive, efficient, and accurate means of assessing information about a population.
PTS: 1 DIF: Hard REF: p. 153 OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
4. Two major sources of survey error are random sampling error and nonrandom sampling error.
ANS: F
Two major sources of survey error are random sampling error and systematic error.
PTS: 1 DIF: Moderate REF: p. 154 OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
5. Systematic errors are nonsampling errors.
ANS: T PTS: 1 DIF: Moderate REF: p. 154 OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
6. A respondent error exists when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter.
ANS: F This is a sample bias.
PTS: 1 DIF: Moderate REF: p. 155 OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
7. Two general categories of systematic error are Type I errors and Type II errors.
ANS: F
The two general categories of systematic error are respondent error and administrative error.
PTS: 1 DIF: Moderate REF: p. 155
OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
8. Nonresponse is a type of interviewer error.
ANS: F
Nonresponse is a type of respondent error.
PTS: 1 DIF: Moderate REF: p. 155 OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
9. The number of "no contacts" in survey research has been decreasing because of the increased use of technology that allows people to screen calls.
ANS: F
The number of no contacts in survey research has been increasing because of the proliferation of answering machines, mobile phones, and the growing use of caller ID to screen calls.
PTS: 1 DIF: Moderate REF: p. 155 OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
10. No contacts occur when people are unwilling to participate in the research.
ANS: F
This type of error is referred to as refusals. No contacts are potential respondents in the sense that they are members of the sampling frame but who do not receive the request to participate in the research.
PTS: 1 DIF: Moderate REF: p. 155 OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
11. Self-selection biases in survey research overrepresent indifferent responses and underrepresent extreme consumer positions.
ANS: F
Self-selection biases in survey research underrepresent indifferent responses and overrepresent extreme consumer positions.
PTS: 1 DIF: Hard REF: p. 156 OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
12. A response bias occurs when respondents tend to answer questions with a certain slant.
ANS: T PTS: 1 DIF: Moderate REF: p. 156
OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
13. The categories of response bias are mutually exclusive from one another.
ANS: F
These categories overlap and are not mutually exclusive.
PTS: 1 DIF: Hard REF: p. 157
OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
14. When a respondent exaggerates his income and education in an interview in order to make a favorable impression on the interviewer, this is an example of auspices bias.
ANS: F
This is social desirability bias.
PTS: 1
DIF: Hard REF: p. 158
OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
15. When an interviewer is not able to write fast enough to record the respondent’s answers verbatim, this is an example of interviewer error.
ANS: T PTS: 1 DIF: Moderate REF: p. 159 OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
16. Interactive survey approaches are those that allow spontaneous two-way interaction between the interviewer and the respondent.
ANS: T PTS: 1 DIF: Moderate REF: p. 160
OBJ: 07-3
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
17. An advantage of personal interviews is the opportunity for feedback.
ANS: T PTS: 1 DIF: Easy REF: p. 161
OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
18. The personal interview is especially useful for obtaining unstructured information.
ANS: T PTS: 1
DIF: Hard REF: p. 161 OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
19. The interaction between an interviewer and a respondent increases the chances that the respondent will answer all of the survey questions over what would be likely to occur in a mail survey.
ANS: T PTS: 1
DIF: Easy REF: p. 162 OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
20. Personal interviews are typically less costly per respondent than telephone surveys.
ANS: F
Personal interviews are expensive, generally substantially more costly than mail, e-mail, Internet, and phone surveys.
PTS: 1 DIF: Moderate REF: p. 163 OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
21. Door-to-door interviews are still used heavily by marketing researchers.
ANS: F
Door-to-door interviews are becoming a thing of the past due to security reasons or executives who are too busy to grant personal interviews during business hours.
PTS: 1 DIF: Moderate REF: p. 164
OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
22. Callbacks are attempts to reconnect individuals selected for the sample who were not available initially.
ANS: T PTS: 1
OBJ: 07-4
DIF: Moderate REF: p. 164
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
23. Marketing researchers cannot contact phone numbers on the National Do-Not-Call registry.
ANS: F
Marketers cannot call these numbers, but marketing research efforts do not always fall under the legislation.
PTS: 1 DIF: Hard REF: p. 165 OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
24. Respondents are typically less willing to answer potentially embarrassing questions in a phone interview than in a face-to-face interview.
ANS: F
They may be more willing to answer these types of questions.
PTS: 1 DIF: Moderate REF: p. 168 OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
25. Mail surveys can reach geographically dispersed respondents who are otherwise difficult to contact.
ANS: T PTS: 1 DIF: Easy REF: p. 171
OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
26. Mail surveys allow respondents to check facts that they may be unable to recall.
ANS: T PTS: 1 DIF: Moderate REF: p. 172
OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
27. The basic calculation for obtaining a response rate is to count the number of eligible people who were asked to participate in the survey, then divide that by the number of questionnaires returned or completed.
ANS: F
The basic calculation for obtaining a response rate is to count the number of questionnaires returned or completed, then divide that by the number of sample members provided a chance to participate in the survey.
PTS: 1 DIF: Hard REF: p. 173 OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
28. The first paragraph of a cover letter that accompanies a questionnaire should explain the purpose of the study.
ANS: F
The first paragraph of a cover letter that accompanies a questionnaire should explain why the study is important, not necessarily the purpose of the study.
PTS: 1 DIF: Hard REF: p. 174 OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
29. One way to increase response rates in mail surveys is to notify potential respondents in advance.
ANS: T PTS: 1 DIF: Easy REF: p. 174
OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
30. An Internet survey is the same thing as an e-mail survey.
ANS: F
E-mail surveys involve making the questionnaire available to a potential respondent via e-mail, whereas an Internet survey is a self-administered questionnaire posted on a website. An e-mail can include a hyperlink within the body of an e-mail that directs the respondent to a website that contains the questionnaire, in essence, making the e-mail an Internet survey at this point.
PTS: 1 DIF: Moderate REF: p. 177 OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
31. With Internet surveys, the click rate represents how many people responded to the survey.
ANS: F
The click rate is the portion of potential respondents exposed to a hyperlink to a survey who actually click through to view the questionnaire, but they may not complete he questionnaire.
PTS: 1 DIF: Hard REF: p. 178 OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
32. Internet surveys have real-time data capture, which allow respondents to record their own answers directly into a data file.
ANS: T PTS: 1 DIF: Moderate REF: p. 179
OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
33. Internet surveys allow researchers to vary the questions to respondents based on their answers to previous questions in the survey.
ANS: T PTS: 1 DIF: Moderate REF: p. 179
OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
34. Pretesting involves a trial run with a group of colleagues or actual respondents to iron out fundamental problems in the instructions or design of a questionnaire.
ANS: T PTS: 1
OBJ: 07-5
DIF: Easy REF: p. 183
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
35. One way to avoid ethical dilemmas in survey research using e-mail is to focus on consumers who opt in and thus give their explicit approval to receive e-mails.
ANS: T PTS: 1
OBJ: 07-6
DIF: Easy REF: p. 184
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
MULTIPLE CHOICE
1. The people who answer survey questions are referred to as _____.
a. researchers
b. clients
c. respondents
d. users
ANS: C PTS: 1
OBJ: 07-1
DIF: Easy REF: p. 152
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
2. A survey can collect information using which of the following techniques?
a. telephone
b. face-to-face interviews
c. e-mail
d. all of these choices
ANS: D PTS: 1
OBJ: 07-1
DIF: Easy REF: p. 152
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
3. All of the following are advantages of survey research EXCEPT ____.
a. free from errors
b. quick
c. accurate means of assessing information about a population
d. flexible
ANS: A PTS: 1
OBJ: 07-2
DIF: Hard REF: p. 153
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
4. Which type of error arises because of inadequacies of the actual respondents to represent the population of interest?
a. population error
b. systematic error
c. response error
d. sampling error
ANS: D PTS: 1
DIF: Moderate REF: p. 154
OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
5. When a research study is not conducted according to the plan in the proposal for the research study, what kind of error has occurred?
a. random sampling error
b. systematic error
c. respondent error
d. implementation error
ANS: B PTS: 1 DIF: Hard REF: p. 154
OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
6. Systematic errors are _____ because they include all sources of error other than those introduced directly by the sampling procedure.
a. random sampling errors
b. interviewer errors
c. nonresponse errors
d. nonsampling errors
ANS: D PTS: 1 DIF: Moderate REF: p. 154
OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
7. _____ refers to some true value of a phenomenon within a population.
a. Parameter estimate
b. Population parameter
c. True parameter
d. Sample parameter
ANS: B PTS: 1 DIF: Moderate REF: p. 154
OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
8. Systematic error is divided into which two general categories?
a. respondent error and administrative error
b. random sampling error and administrative error
c. response bias and interview error
d. primary error and secondary error
ANS: A PTS: 1 DIF: Hard REF: p. 155
OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
9. People who are not contacted or who refuse to cooperate are called _____.
a. random errors
b. biased respondents
c. sample selection errors
d. nonrespondents
ANS: D PTS: 1 DIF: Moderate REF: p. 155
OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
10. Barbara received a phone call asking her to participate in a survey. She told the interviewer that she was too busy and could not participate. This is an example of a(n)_____.
a. random sampling error
b. administrative error
c. nonresponse error
d. respondent error
ANS: C PTS: 1 DIF: Hard REF: p. 155
OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
11. People who are unwilling to participate in a research project are referred to as _____.
a. refusals
b. deviations
c. no contacts
d. random errors
ANS: A PTS: 1 DIF: Moderate REF: p. 155
OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
12. In a research study, a potential respondent who is not at home at either the first or second attempt to reach this person by phone is called a(n) _____.
a. sample bias
b. no contact
c. interviewee
d. random sampling error
ANS: B PTS: 1 DIF: Hard REF: p. 155
OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
13. When a restaurant customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for her food that was cold, this is an example of _____.
a. random sampling error
b. self-selection bias
c. auspices bias
d. social desirability bias
ANS: B PTS: 1 DIF: Hard REF: p. 156
OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
14. Which of the following occurs when respondents tend to answer questions with a certain slant?
a. interviewer bias
b. self-selection bias
c. self-preservation bias
d. response bias
ANS: D PTS: 1 DIF: Moderate REF: p. 156
OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
15. When a respondent tells an interviewer that his annual income last year was $50,000 because he is embarrassed to admit that it was $25,000, this is an example of _____.
a. nonresponse error
b. auspices bias
c. interviewer cheating
d. deliberate falsification
ANS: D PTS: 1
OBJ: 07-2
DIF: Hard REF: p. 156
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
16. All of the following are types of response bias EXCEPT _____.
a. acquiescence bias
b. extremity bias
c. self-selection bias
d. interviewer bias
ANS: C PTS: 1
OBJ: 07-2
DIF: Hard REF: p. 157
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
17. The tendency for respondents to agree with most questions in a survey is known as _____.
a. auspices bias
b. interviewer bias
c. extremity bias
d. acquiescence bias
ANS: D PTS: 1
OBJ: 07-2
DIF: Moderate REF: p. 157
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
18. When a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer, this is an example of _____.
a. interviewer bias
b. auspices bias
c. administrative bias
d. acquiescence bias
ANS: A PTS: 1
OBJ: 07-2
DIF: Hard REF: p. 157
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
19. Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer?
a. random sampling bias
b. social desirability bias
c. administrative bias
d. interviewer cheating
ANS: B PTS: 1
OBJ: 07-2
DIF: Moderate REF: p. 158
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
20. When a research company pulls a random sample of people from a phone book and that sample does not include people with unlisted numbers or who do not have landline telephone service, we say that the sample contains _____.
a. sample selection error
b. acquiescence bias
c. social desirability error
d. auspices bias
ANS: A PTS: 1 DIF: Hard REF: p. 158
OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
21. When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, this is an example of _____.
a. interviewer cheating
b. auspices bias
c. interviewer error
d. social desirability bias
ANS: C PTS: 1 DIF: Hard REF: p. 159
OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
22. Carl is an interviewer, and he is supposed to write down everything respondents say. However, he has difficulty getting everything down. This is an example of _____.
a. curb-stoning
b. interviewer error
c. auspices bias
d. interviewer cheating
ANS: B PTS: 1 DIF: Hard REF: p. 159
OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
23. Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist?
a. curb-stoning
b. auspices bias
c. sugging
d. mere-measurement effect
ANS: A PTS: 1 DIF: Moderate REF: p. 159
OBJ: 07-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
24. The two approaches that marketer researchers conduct surveys are referred to as _____.
a. interactive and noninteractive
b. personal and impersonal
c. mail and telephone
d. interviewer and noninterviewer
ANS: A PTS: 1 DIF: Moderate REF: p. 160
OBJ: 07-3
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
25. Josh received a research questionnaire in the mail. He completed it and sent it back to the marketing researcher. Which type of survey approach is this researcher using?
a. mixed-mode survey approach
b. simple survey approach
c. noninteractive survey approach
d. interactive survey approach
ANS: C PTS: 1
OBJ: 07-3
DIF: Hard REF: p. 160
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
26. All of the following are advantages of personal interviews EXCEPT _____.
a. interviewer influence
b. opportunity for feedback
c. probing complex answers
d. high participation rate
ANS: A PTS: 1
OBJ: 07-4
DIF: Hard REF: p. 160
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
27. "Can you tell me more about what you mean by that?" is an example of _____.
a. a mall intercept
b. a self-administered questionnaire
c. a probe
d. the drop-off method
ANS: C PTS: 1
OBJ: 07-4
DIF: Hard REF: p. 161
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
28. Which of the following has been considered the mainstay of commercial survey research for years?
a. mall-intercept interviews
b. Internet surveys
c. telephone interviews
d. e-mail surveys
ANS: C PTS: 1
OBJ: 07-4
DIF: Moderate REF: p. 165
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
29. Which of the following is FALSE regarding mobile phone interviews?
a. Phones have varying abilities for automated responses and differing keypads.
b. Area codes for mobile phones are not necessarily tied to geography.
c. Telemarketing calls can be directed toward mobile phone numbers in the United States, but it is illegal to do so in Europe.
d. The recipient of a mobile phone call is even more distracted than the recipient of a home or office call.
ANS: C PTS: 1
OBJ: 07-4
DIF: Hard REF: p. 167
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
30. Which of the following eliminates the counting of names in a list and subjectively determining whether a telephone directory listing is a business, institution, or legitimate household?
a. mixed-mode survey
b. predictive calling
c. computer-assisted telephone interviewing (CATI)
d. random digit dialing
ANS: D PTS: 1
OBJ: 07-4
DIF: Hard REF: p. 167
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
31. A callback procedure should be used for all of the following situations EXCEPT _____.
a. a busy signal
b. a respondent who does not answer the phone
c. a respondent who is not at home
d. a respondent who answers but refuses to participate
ANS: D PTS: 1
OBJ: 07-4
DIF: Hard REF: p. 169
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
32. When a research agency conducts all telephone interviews from one location where they can hire a staff of professional interviewers and supervise and control the quality of interviewing more effectively, this is an example of _____.
a. central location interviewing
b. single-mode interviewing
c. synergistic interviewing
d. quick-response interviewing
ANS: A PTS: 1
OBJ: 07-4
DIF: Moderate REF: p. 170
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
33. Surveys in which the respondent takes the responsibility for reading and answering questions are called _____.
a. self-administered questionnaires
b. independent questionnaires
c. stand-alone surveys
d. interactive questionnaires
ANS: A PTS: 1
OBJ: 07-4
DIF: Easy REF: p. 171
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
34. For mail surveys, the time period between the first mailing and the cut-off date after which no additional surveys will be analyzed is typically about:
a. 1-2 weeks
b. 2-3 weeks
c. 3-5 weeks
d. 6-8 weeks
ANS: D PTS: 1
OBJ: 07-4
DIF: Hard REF: p. 173
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
35. The number of questionnaires returned or completed divided by the total number of sample members provided a chance to participate is called _____.
a. churn
b. click rate
c. response rate
d. success rate
ANS: C PTS: 1
OBJ: 07-4
DIF: Moderate REF: p. 173
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
36. Suppose that a mail survey is sent to 220 people and 20 surveys are returned because they were mailed to the wrong address. If completed surveys are received from 60 people, the response rate for this study was _____.
a. 27.3 percent
b. 30 percent
c. 40 percent
d. 55.6 percent
ANS: B PTS: 1
OBJ: 07-4
DIF: Hard REF: p. 173
NAT: AACSB Analytic| CB&E Model Research| Blooms Application
37. The cover letter for a mail survey should include all of the following EXCEPT _____.
a. a description of the incentive for participating in the study
b. a comment on the postage-paid reply envelope to use to return the survey
c. a description of how the person was selected for the study
d. names of other potential respondents
ANS: D PTS: 1 DIF: Hard REF: p. 174
OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
38. Which of the following has typically been shown to produce the highest response rates in mail surveys as an incentive for participation in the study?
a. an enclosed ball-point pen
b. a monetary incentive
c. an appeal for help
d. a list of other potential respondents
ANS: B PTS: 1
OBJ: 07-4
DIF: Hard REF: p. 174
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
39. All of the following are ways to increase response rates for mail surveys EXCEPT _____.
a. cover letter
b. interesting questions
c. advance notification
d. always revealing the sponsor of the research
ANS: D PTS: 1
OBJ: 07-4
DIF: Hard REF: p. 174
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
40. Which of the following is an advantage of including a questionnaire in an e-mail?
a. lower distribution costs than a mail survey
b. faster turnaround time than a mail survey
c. faster speed of distribution
d. all of these choices
ANS: D PTS: 1 DIF: Easy REF: p. 178
OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
41. A(n) _____ survey is a self-administered questionnaire posted on a website.
a. e-mail
b. kiosk
c. Internet
d. electronic
ANS: C PTS: 1 DIF: Easy REF: p. 178
OBJ: 07-1
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
42. Clark was asked to complete a self-administered questionnaire posted at MySurvey.com. What type of survey did Clark complete?
a. Internet survey
b. mixed-mode survey
c. computer-assisted interactive survey
d. networked survey
ANS: A PTS: 1 DIF: Hard REF: p. 178
OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
43. The portion of potential respondents exposed to a hyperlink to a survey who actually click through to view the questionnaire is called the _____.
a. response rate
b. click rate
c. hit ratio
d. viewer rate
ANS: B PTS: 1 DIF: Moderate REF: p. 178
OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
44. All of the following are advantages of Internet surveys EXCEPT _____.
a. random sampling
b. speed
c. visual appeal
d. accurate real-time data capture
ANS: A PTS: 1 DIF: Hard REF: p. 178
OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
45. Which of the following methods offers the lowest degree of geographic flexibility?
a. telephone interview
b. door-to-door personal interview
c. Internet survey
d. mail survey
ANS: B PTS: 1 DIF: Hard REF: p. 182
OBJ: 07-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
46. Which of the following survey research methods offers the lowest degree of respondent anonymity?
a. telephone interview
b. mail survey
c. mall intercept interview
d. Internet survey
ANS: C PTS: 1
OBJ: 07-4
DIF: Hard REF: p. 182
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
47. Which of the following survey research methods is the most expensive?
a. door-to-door personal interview
b. mall intercept personal interview
c. telephone interview
d. mail survey
ANS: A PTS: 1
OBJ: 07-4
DIF: Hard REF: p. 182
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
48. Which of the following has the highest item non-response rate?
a. door-to-door interview
b. mail survey
c. telephone interview
d. Internet survey
ANS: B PTS: 1
OBJ: 07-4
DIF: Hard REF: p. 182
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
49. A trial run of a survey with a group of respondents who are representative of the target group for the survey is called a _____.
a. callback
b. pretest
c. drop-off method
d. dry run
ANS: B PTS: 1
OBJ: 07-5
DIF: Moderate REF: p. 183
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
50. Which of the following can be considered to be a pretest?
a. screening the questionnaire with other research colleagues
b. screening the questionnaire with a client or the research manager who ordered the research
c. a trial run with data collected from a small number of respondents
d. all of these choices
ANS: D PTS: 1
OBJ: 07-5
DIF: Easy REF: p. 183
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
COMPLETION
1. The person who answers questions in a mail survey is called a(n) ______.
ANS: respondent
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