NAIMMCQ: MKT 3413 Chapter 6

Choice of survey method can be made by answering which of the following questions? (Choose the most complete answer.)

A) "Which of the data collection methods will be the least expensive?"
B) "Which data collection method is the customer most comfortable with?"
C) "What data collection method will generate the most complete and generalizable information within the time horizon and without exceeding the allowable expenditure for data collection?"
D) "Which data collection method is the researcher most comfortable with?"
E) "How many data collection methods can be used to validate the data?"

Answer: C

When given a low data collection budget, a researcher's choice of the data collection method is typically limited to:

A) person-administered methods and in-office interviewing
B) mail, online and telephone
C) mail, in-home and out-of-office interviewing
D) mall intercept and mail
E) in-home, online or in-office interviewing

Answer: B

If the respondent needs to watch a twenty-minute infomercial, which of the following data collection might be chosen?

A) person-administered methods and in-office interviewing
B) mail and telephone
C) mail, in-home and out-of-office interviewing
D) mall intercept
E) in-home, online or in-office interviewing

Answer: D

Which of the following is discussed in your text with respect to data collection methods and cultural norms?

A) In Scandinavia, residents are uncomfortable allowing strangers in their homes.
B) In India, less than 10% of the residents have a telephone, and online access is very low; therefore door-to-door interviewing is used often.
C) In South America, door-to-door interviewing is used often.
D) In Canada, where incentives are typically not offered to prospective respondents, there is heavy use of telephone surveys, but online research continues to grow.
E) In China, face-to-face interviews embody respect and are preferred.

Answer: C

Which of the following refers to the percentage of the population that possesses some characteristics necessary to be included in a survey?

A) selection bias
B) incidence rate
C) population evaluation
D) action standard percentage
E) none of the above

Answer: B

Which of the following is NOT true of group-administered surveys?

A) Variations for group-administered surveys are limitless.
B) Students can be administered surveys in their classes.
C) Twenty to thirty people might be recruited to view a television program sprinkled with test commercials.
D) The researcher will often compensate the group with a monetary payment as a means of recruiting the support of the group's leaders.
E) A survey administrator works the whole group through the survey as a group, rather than an individual pace.

Answer: E

In selecting the proper survey method, researchers balance:

A) the cost of the project with what the client is willing to pay
B) the time limitation of the client with the speed with which surveys must be conducted in order to have a profitable research firm
C) the quality of information desired with the requirement to take advantage of today's technology
D) the quality of information desired with time deadlines, budget constraints, and other considerations
E) none of the above

Answer: D

When time is an important consideration, which data collection method is best?

A) mail surveys
B) drop-off surveys
C) in-home interviews
D) telephone surveys
E) in-office surveys

Answer: D

_____ means that those who do respond to questionnaires are probably different from those who do not fill out the questionnaire.

A) Nonresponse
B) Interview evaluation
C) Self-selection bias
D) Omission bias
E) Survey bias

Answer: C

_____ refers to questionnaires that are not returned.

A) Nonresponse
B) Interview evaluation
C) Self-selection bias
D) Omission bias
E) Survey bias

Answer: A

Which of the following will increase mail survey response rates over 90%?

A) use of color
B) stamps, rather than preprinted postage paid on the return envelopes
C) use of a recognizable brand name
D) use of a celebrity endorser
E) none of the above

Answer: E

The essential objective of the drop-off survey is:

A) low cost because there is no mail-out expense
B) to gain a prospective respondent's cooperation
C) to minimize item omission bias
D) to combine computerization with telephone surveying
E) all of the above

Answer: B

Which of the following would be considered an example of the drop-off survey?

A) researcher brings questionnaire to respondent's home and leaves it to be completed
B) a hotel leaves a questionnaire in a room for customers to evaluate their accommodations
C) a retail store offers a customer a survey and promises a gift certificate if they return the questionnaire on their next visit
D) giving a survey to persons at work and asking them to return the completed survey when they return to work the next day
E) all of the above would be considered drop-off surveys

Answer: E

Which of the following is NOT true of a drop-off survey?

A) The respondent is told the questionnaire is self-explanatory.
B) The questionnaire will be left and filled out at the respondent's leisure.
C) The representative might return to pick up the questionnaire.
D) The respondent may be instructed to complete and return it by prepaid mail.
E) Normally, the representative will return the following week to pick up the completed questionnaire.

Answer: B

Some of the major advantages of using online surveys are:

A) easy to use SPAMBOTS to collect email addresses ; this lowers the cost and increases speed
B) real time access to data and availability of many respondents by sending out randomly selected emails
C) low cost, speed, and sample representativeness
D) representativeness and verifiability of samples
E) fast, easy and inexpensive

Answer: E

Which of the following was NOT discussed as a way that "Online data collection has profoundly changed the marketing research landscape, particularly in the case of online panels"?

A) Company managers can retrieve tabulated customer reactions on a daily basis.
B) Online surveys are generally believed to effect response quality equal to telephone or mail surveys.
C) Because the researcher can monitor the progress of the online survey on a continual basis, it is possible to spot problems with the survey and to make adjustments to correct these problems.
D) The speed, convenience, and flexibility of online surveys make them very attractive.
E) Online questionnaires afford a great deal of control to marketing researchers, normally with the survey being self-administered.

Answer: E

Which is a self-administered survey?

A) group self-administered survey
B) in home surveys
C) telephone surveys
D) CATI surveys
E) dual data collection

Answer: A

Collecting survey data from a church group would be:

A) an example of improper data collection
B) against the AMA's Code of Ethics
C) an example of group, self-administered surveying
D) a nonrepresentative sample
E) a form of dual data collection

Answer: C

CATS stands for:

A) completely automated telephone survey
B) computerized aromatic telegraphed senses (surveys involving the sense of smell)
C) computerized aerial telegraphy survey (surveys taken from airplanes)
D) completely aided toll standard (calls are automatically charged to individual clients as they are made)
E) completely aided T-line service

Answer: A

Which of the following is NOT an advantage of CATS?

A) All of the advantages of computer-driven interviewing are found in this approach.
B) The interviewer expense or extra cost of human voice communication capability for the computer is eliminated.
C) Because respondents' answers are saved in a file during the interview itself, tabulation can take place on a daily basis.
D) Even if the interviews are conducted in remote locations across the United States, it is a simple matter to download the files to the central facility for daily tabulations.
E) Researchers can take the advantages of different modes to achieve their data collection goals.

Answer: E