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Copyright?2012PearsonEducation,Inc.
AdvertisingResearch:TheoryandPractice,2e(Davis)
Chapter10DataCollectionThroughSurveys
1)Surveysprovidea"pointintime"snapshotofrespondents'attitudes,beliefsandbehaviors.
Answer:TRUE
PageRef:247
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
2)Considerthemethodsshownbelow.Howmanyofthesemethodscanbeusedtocollectinformationviasurveys?
-telephone
-mailorpaper,self-completed
-personal,face-to-face
-online
A)1
B)2
C)3
D)4
Answer:D
PageRef:247
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
3)Foranygivenresearchsituation,thepreferredapproachtocollectingsurveydataistheapproachthathasthegreatestlikelihoodofprovidingthemostaccurateinformationintheshortesttimeatthelowestcost.
Answer:TRUE
PageRef:247
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
4)________interviewsmustalwaysoccurinaface-to-facesetting.
A)Personal
B)Periodic
C)Focusgroup
D)Hybrid
E)Dynamic
Answer:A
PageRef:247
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
5)Thetwotypesofpersonalinterviewsare:pre-recruitedand________.
A)online
B)preplanned
C)intercept
D)interrogation
Answer:C
PageRef:247
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
6)A(n)________interviewrecruitsrespondents"onthespot."
A)online
B)pre-recruited
C)intercept
D)interrogation
Answer:C
PageRef:247
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
7)Youarewalkingthroughthemallandaninterviewerfromasurveycompanyasksyoutoparticipateinaresearchstudy.Thiswouldbeanexampleofa(n)________interview.
A)pre-recruited
B)preplanned
C)intercept
D)interrogation
Answer:C
PageRef:247
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:AnalyticSkills
8)Interceptapproachestodatacollectionworkwelltofind________individuals.
A)low-incidence
B)high-incidence
C)hardtolocate
D)randomsamplesof
E)generalizablesamplesof
Answer:B
PageRef:247
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
9)Youwishtoconductpersonalinterviewsamongdoctors.Youwouldmostlikelyusea(n)________interview.
A)pre-recruited
B)preplanned
C)intercept
D)interrogation
Answer:A
PageRef:247
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:AnalyticSkills
10)Thetextdiscussesseveraladvantagesofpersonalinterviews.Whichofthefollowingisnotedasoneoftheadvantagesversusotherdatacollectionmethods?
A)lowerincost
B)quickertocollectdata
C)workswellwithlongorcomplexquestionnaires
D)easytoobtainnationallyrepresentativesamples
Answer:C
PageRef:248
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
11)CATIstandsfor________.
A)ComputerAidedTelecommerceInterviewing
B)ComputerAssistedTeleconferencedInterviews
C)ComputerAidedTeleconferencedInterviews
D)ComputerAssistedTelephoneInterviewing
Answer:D
PageRef:248
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
12)AninterviewerusingaCATIsystemmanuallydeterminesthenextquestiontoaskinasurvey,particularlywhenskippatternsareinvolved.
Answer:FALSE
PageRef:248
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
13)Thetextdiscussesseveraladvantagesoftelephoneversuspersonalinterviews.WhichofthefollowingisNOTnotedasanadvantageoftelephoneversuspersonalinterviewsasadatacollectionmethod?
A)lowermarginalcosts
B)easiertoincorporatevisualstimuliintotheinterview
C)easiertoadministercomplexskippatterns
D)easiertoobtainnationallyrepresentativesamples
Answer:B
PageRef:248
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:AnalyticSkills
14)ThetwostatementsbelowrefertotheresearchconductedbythePewResearchCenter.
I. ThePewResearchCenter'sapproachtosampleselectionfortelephoneinterviews
takesthepointofviewthatalandlineonlysampleisalwayspreferabletoasample
withamixoflandlineandcellphoneusers.
II. TheapproachtotelephonesamplingusedbythePewResearchCenterislabeled
a"FullDualFrameSampleDesign."
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:B
PageRef:250
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
15)A________panelisacontinuinggroupofprerecruitedindividualswhohaveagreedtoparticipateinsurveyresearchstudies.
A)synergistic
B)personalized
C)focusgroup
D)hybrid
E)mail
Answer:E
PageRef:251
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
16)Imaginethatyouareplanningtoconductasurveyviathemail.WhichofthefollowingisNOTanadvantageofusingamailpanelversusamailingtoarandomsampleofthepopulation.
A)responseratestendtobehigher
B)respondentsare"fresh"andhaveneverbeforeparticipatedinasurveyresearchstudy
C)costefficienciestendtobegreater
D)pre-screeningoflowincidencepopulationscanbeefficientlyconducted
Answer:B
PageRef:251
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:AnalyticSkills
17)Thefollowingtwostatementsrefertoconductingresearchviathemail.
I. Onestrengthofmailsurveysistheirhighresponserate.
II. Mailsurveysshouldbeavoidedwhenthequestionnaireislongand/orcomplex.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:B
PageRef:251
Difficulty:Difficult
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
18)Aself-administeredpapersurveyiscommonlyusedtomeasurecustomersatisfaction.
Answer:TRUE
PageRef:252
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
19)OnlinesurveyscanbeadministeredovertheInternetandtakenonone'scomputer.
Answer:FALSE
PageRef:253
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
20)Anonlinesurveycontainsthreecomponents:________,questionnairedesign/posting,anddatacollection.
A)invitation
B)standardization
C)cookiedevelopment
D)HTMLcoding
Answer:A
PageRef:253
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
21)Thefollowingtwostatementsrefertoonlinedatacollection.
I. Onlinedatacollectionisespeciallyappropriatewhenthequestionnaire
hasoneormorecomplexskippatterns.
II. Onlinedatacollectioncostsarerelativelyhigherthanothermethodswhen
oneneedstointerviewmembersofrareorhardtolocatepopulations.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)IandIiarebothtrue
D)NeitherInorIIaretrue
Answer:A
PageRef:253
Difficulty:Difficult
LearningObj.:LO2
Classification:Application
AACSBStandard:AnalyticSkills
22)Whatisthenamegiventoaresearchdesignthatcombinestwoormoreapproachestodatacollection,forexample,collectingdatathroughbothonlineandtelephoneinterviews.
A)Composite
B)Metacombined
C)Hybrid
D)Heterogeneous
Answer:C
PageRef:253
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
23)Multi-modaldesignshavethepotentialtoincreasedataqualitythrough________.
A)increasedresponserate
B)lowercostperrespondent
C)higherpercentagesoftargetaudienceselection
Answer:A
PageRef:254
Difficulty:Difficult
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
24)Thetextdiscussescriteriaforselectingadatacollectionmethod.Howmanyofthecriteriashownbelowarerecommendedcriteria?
-cost
-timingrequirements
-clientpreference
-fieldserviceexpertise
A)1
B)2
C)3
D)4
Answer:B
PageRef:254
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
25)Thetextdiscussesfactorswhichcaninfluencethecostofasurvey.Howmanyofthefactorsnotedbelowwerenotedasinfluencersofcost.
-thecostoflongdistancetelephonecalls
-requiredresponserate
-samplecharacteristics
-degreeofclientparticipationinresearchplanning
A)1
B)2
C)3
D)4
Answer:B
PageRef:254
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
26)Whenfacedwithcomparableparameters,personalinterviews(versusotherapproachestodatacollection)tendtobethemostexpensiveformofdatacollection.
Answer:TRUE
PageRef:254
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
27)Whenplanningaresearchstudy,aresearchershouldalwaysselectthedatacollectionmethodthathastheabsolutelowestcost.
Answer:FALSE
PageRef:254
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
28)Telephoneand________surveysgenerallyrequiretheleastamountoftimetocollectthedata.
A)online
B)personal,face-to-face
C)mail
Answer:A
PageRef:255
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
29)Personalinterviewsarealmostalwaysthe________formofdatacollection.
A)slowest
B)leastexpensive
C)leastinteresting
D)mostcomplex
Answer:A
PageRef:255
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
30)________controlreferstotheextenttowhicharesearchercancontrolwhorespondstoasurvey.
A)Administrative
B)Survey
C)Sample
D)Interview
Answer:C
PageRef:255
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
31)________controlreferstotheextenttowhicharesearcherhascontroloverthecircumstancesinwhicharespondentprovideshisorheranswerstoasurvey.
A)Administrative
B)Survey
C)Sample
D)Interview
Answer:D
PageRef:255
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
32)Considerthetwostatementsbelow.
I. Personalandtelephoneinterviewsprovidethegreatestdegreeofinterviewcontrol.
II. Mailandonlinesurveysprovideweaksamplecontrol.
Which,ifany,ofthesestatementsis(are)correct?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:A
PageRef:255
Difficulty:Difficult
LearningObj.:LO2
Classification:Conceptual
33)________controlreferstothedegreetowhicharesearcherisabletomonitorinterviewerquality.
A)Administrative
B)Survey
C)Sample
D)Interview
Answer:A
PageRef:255
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
34)Theconceptofadministrativecontrolisonlyappropriateforonlinesurveys.
Answer:FALSE
PageRef:256
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
35)Thebestmethodforcollectingcompleteandconsideredresponsesis________interviews.
A)personal,face-to-face
B)telephone
C)mail
D)online
Answer:A
PageRef:256
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
36)________interviewsaremostappropriatewhenboththetopicandquestionnairearecomplex.
A)Personal,face-to-face
B)Telephone
C)Mail
D)Online
Answer:A
PageRef:256
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
37)________interviewsaremostappropriateforrelativelysimpletopicswithorwithoutquestionnairecomplexity.
A)Personal,face-to-face
B)Telephone
C)Mail
D)Online
Answer:D
PageRef:256
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
38)Personalcontactisessentialforlongersurveys.
Answer:TRUE
PageRef:257
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
39)________referstothepercentageofthevalidsamplewhocompletedanintervieworsurvey.
A)Surveyratio
B)Responserate
C)Responseratio
D)Ratingcompletes
E)Respondentratio
Answer:B
PageRef:258
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
40)Aresponserateiscalculatedbydividingthenumberofrespondents________bythenumberofrespondentsinthevalidsample.
A)contacted
B)completingthesurvey
C)inthesampleframe
D)inthepopulationofinterest
Answer:B
PageRef:258
Difficulty:Difficult
LearningObj.:LO3
Classification:Application
AACSBStandard:AnalyticSkills
41)Aresearchstudyhasaresponserateof75%.Thenonresponseratewouldbe:
A)15%
B)20%
C)25%
D)cannotbedeterminedwiththeinformationprovided
Answer:C
PageRef:258
Difficulty:Moderate
LearningObj.:LO3
Classification:CriticalThinking
AACSBStandard:AnalyticSkills
42)Nonresponseerrorhasthepotentialtodistortthefindingsofsurveyresearch.
Answer:TRUE
PageRef:258-260
Difficulty:Easy
LearningObj.:LO3
Classification:Conceptual
43)Thetwomainsourcesofnonresponseerrorare:________andnot-at-homes.
A)refusals
B)lackofalandline
C)inabilitytousemobileapps
D)riseofsocialmedia
Answer:A
PageRef:260
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
44)Thefollowingtwostatementsrefertoresponserate.
I. Suggestionsforincreasingtheresponserateinmailinterviewsinclude
usingincentivesatappropriatelevelsandusingadvancenotification.
II. Along,detailedscreenerislikelytoincreaseresponserateinmallintercept
interviews.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:A
PageRef:261
Difficulty:Moderate
LearningObj.:LO4
Classification:Application
AACSBStandard:AnalyticSkills
45)Whenthinkingaboutane-mailinvitationtoanonlinesurvey,whichofthefollowingisNOTarecommendedguideline?
A)reassurepeopleregardingprivacyandconfidentiality
B)makecertainthesurveylinkisclickable
C)avoidpersonalizationortheuseofrealnamesinthe"From"field
D)keepitshort
Answer:C
PageRef:263
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
46)Youwanttotestthreeadvertisingconceptsinordertoidentifythestrengthsandweaknessesofeach.Youarenotconcernedaboutobtainingarandomsampleasthisresearchisdiagnosticinnature.Thequestionnaireislong,andseveralquestionshavetypicallybeendifficultforrespondentstoanswer.Wouldyourecommendconductingthisresearchviatelephone,online,orin-person?
Answer:In-personisthebestchoice.Thisapproachwouldensurethatallindividualswereexposedtotheadvertisingconceptand,inaddition,thepresenceofapersonalinterviewerisrecommendedwheneverthequestionnaireislongorcontainscomplexquestions(asisthecasehere.)
PageRef:247-253
Difficulty:Difficult
LearningObj.:LO3
Classification:Synthesis
AACSBStandard:AnalyticSkills
47)Youwanttoconductatelephonesurveyamongcollegestudents.Wouldyourecommendtheuseofalandlineonlysample,acellphoneonlysample,oradualframedesign?
Answer:Adualframedesign,suchasthatusedbythePewCenter,isthebestdesignasitwouldincludeacellphonesamplewithoutbiasingthetotalsample.Thecellphonesampleisimportantbecausethisistheprimaryphoneformanycollegestudents,butitwouldbebiasingtoexcludeasample
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