Q&A Hero

Q: A disadvantage of personal interviews is ____. A.interviewer influence B.high cost C.lack of anonymity of respondent D.all of these choices

Q: Failure of a respondent to provide an answer to a survey question is called a(n) _____. A.drop-off respondent B.item nonresponse C.callback D.missing item

Q: "Can you tell me more about what you mean by that?" is an example of a(n)_____. A.sequence B.follow-up C.probe D.drop-off

Q: 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

Q: A personal interview may be conducted in which of the following locations? A.respondent's home B.shopping malls C.telephone D.all of these choices

Q: Hale received a research questionnaire in the mail. He completed it and sent it back to the research company. Which type of survey approach is this research using? A.mixed-mode survey approach B.simple survey approach C.noninteractive survey approach D.interactive survey approach

Q: 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.

Q: A mixed-mode survey is a study that employs any combination of survey methods.

Q: Using a kiosk interactive survey is a very effective means of collecting a representative sample.

Q: One drawback of Internet surveys is that they cannot be personalized for specific respondents.

Q: Internet surveys have real-time data capture, which allows for real-time data analysis.

Q: Internet surveys allow researchers to vary the questions to respondents based on their answers to previous questions in the survey.

Q: The drop-box method of distributing self-administered questionnaires requires the interviewer to travel to the respondent's location to drop off questionnaires that will be picked up later.

Q: An Internet survey is the same thing as an e-mail survey.

Q: One way to increase response rates in mail surveys is to notify potential respondents in advance.

Q: The first paragraph of a cover letter that accompanies a questionnaire should explain the purpose of the study.

Q: 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.

Q: One disadvantage of mail surveys is that respondents can"t verify the information they put for answers.

Q: Mail surveys can reach geographically dispersed respondents who are otherwise difficult to contact.

Q: The problem of unlisted phone numbers can be partially resolved through the use of random digit dialing.

Q: Respondents are typically more willing to answer potentially embarrassing questions in a phone interview than in a face-to-face interview.

Q: Researchers cannot contact phone numbers on the National Do-Not-Call registry.

Q: In a mall-interview, the interviewer is able to assemble a representative sample of the total population of people in the city.

Q: Callbacks are attempts to reconnect individuals selected for the sample who were not available initially.

Q: Door-to-door interviews are still used heavily by researchers.

Q: Personal interviews are typically less costly per respondent than telephone surveys.

Q: The presence of an interviewer typically decreases the response rate over what typically happens in a mail survey.

Q: 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.

Q: The personal interview is especially useful for obtaining unstructured information.

Q: An advantage of personal interviews is the opportunity for feedback.

Q: Interactive survey approaches are those that allow spontaneous two-way interaction between the interviewer and the respondent.

Q: Discuss the stages in the total quality management process and the importance of survey research at each stage.

Q: A company is interested in consumers' attitudes toward its brands and how they may change over time. Is a cross-sectional study or a longitudinal study most appropriate? Explain.

Q: Name and describe the types of response bias and give examples of each.

Q: A business owner is hesitant to spend money on a survey of his customers because he thinks surveys give erroneous and useless results. Convince him that a survey can be useful for his business.

Q: Describe the purpose of surveys and the type of information that may be gathered in a survey.

Q: _____ is a business philosophy that emphasizes market-driven quality as a top organizational priority.

Q: A group of consumers who participate in a longitudinal study in which they record their shopping behavior for food items is called a(n) ______ .

Q: A(n) _____ study in one in which various segments of a population are sampled and data are collected at a single moment in time.

Q: When an interviewer asks a respondent, "Why do you use that brand of dish soap?", this is an example of a(n) ______ question.

Q: When a respondent is asked to check his or her gender as Male or Female, this is an example of a(n) ______ question.

Q: When an interviewer does not record the respondent's answers correctly, this is an example of ______ error.

Q: A researcher mistakenly entered data incorrectly into a spreadsheet. This type of error is called a(n) _____ error.

Q: When a mistake is made in carrying out the design of a research study, this is called ______ error.

Q: If the interviewer's presence influences respondents to give untrue or modified answers, the survey will be marred by _____.

Q: One study found that Asian respondents are more likely to respond more favorably than Western respondents and that they usually used the most positive responses available on a survey. This is an example of _____ bias.

Q: Highly opinionated respondents may create _____ bias because they are more likely to respond to surveys.

Q: A person who hangs up the phone when he is asked to answer a few questions about his television viewing habits because he is not interested in participating in the study is called a(n) ______.

Q: Carly was not at home when a researcher called to conduct a survey. Carly is called a(n) ______.

Q: People who are not contacted or who refuse to cooperate are called ______.

Q: When the people who answer a mail survey are different in important ways (e.g. income level) from the people who did not answer the survey, the survey is said to have ______ error.

Q: When the results of a sample deviate in a significant way from the true value of the population mean, we say that the study has _____ bias.

Q: When a mistake in the implementation of the design of a research study is made, we say that the study has ______ error.

Q: Chance variations in sampling due to the elements selected in the sample are called ______ error.

Q: When primary data are collected by asking respondents questions, these data are generated by a(n) ______.

Q: The person who answers questions in a mail survey is called a(n) ______.

Q: Which dimension of quality is being studied for a Harley motorcycle when a survey asks them to record the number of years that they have owned that particular Harley? A.serviceability B.durability C.reliability D.features

Q: Which dimension of quality is being studied for a Honda lawnmower when customers are asked to rate its ability to start on the first or second try? A.aesthetic design B.reliability C.serviceability D.competence

Q: In which stage of the total quality management process does research establish quantitative measures that can serve as points of comparison against which to evaluate future efforts? A.exploration stage B.initial quality improvement stage C.benchmarking stage D.continuous quality improvement stage

Q: All of the following are stages in the total quality management process EXCEPT _____. A.benchmarking stage B.testing and revising stage C.continuous quality improvement stage D.commitment and exploration stage

Q: What is the first stage of the total quality management process? A.benchmarking stage B.continuous quality improvement stage C.initial quality improvement stage D.commitment and exploration stage

Q: Which of the following is a business strategy that emphasizes market-driven quality as a top priority? A.inside-out management B.outside-in management C.total quality management D.benchmark management

Q: Which of the following is a type of longitudinal study that gathers data from the same sample of individuals or households that record their purchases over time? A.cross-sectional study B.consistent sample C.consumer panel D.tracking study

Q: One research firm uses successive samples the week following the Super Bowl each year to compare trends and identify changes in consumers' awareness of and attitudes towards Super Bowl advertising. This type of longitudinal study is called a _____. A.consumer panel B.progressive study C.subsequent study D.tracking study

Q: Longitudinal studies that survey several different samples at different times are called _____. A.cohort studies B.structured studies C.segmented studies D.linked studies

Q: The United States Department of Defense is conducting a study in which it asks a group of veterans who were in the military during the 1980s to complete a survey every five years. The survey asks about health-related topics and examines how the health of this group of veterans changes as they age. This type of longitudinal study is referred to as a _____ study. A.longitudinal B.stepwise C.segmented D.progressive

Q: Alice is participating in a research study in which she completes a questionnaire every year. She has been doing this for the past five years, and the purpose of the research is to study how consumers' attitudes and preferences toward various food products change as they age. This type of study in which respondents are questioned at multiple points in time is called a _____. A.cross-sectional study B.longitudinal study C.permanent study D.structured study

Q: Which of the following is a survey of respondents at different times, thus allowing analysis of response continuity and changes over time? A.cross-sectional study B.longitudinal study C.time-based study D.structured study

Q: A researcher collecting data from households across the country at the same time is conducting a(n) _____ study. A.spanning B.longitudinal C.cross-sectional D.linked

Q: Data collected at a single point in time represent a _____. A.longitudinal study B.point study C.static study D.cross-sectional study

Q: Straightforward questions that assume the respondent is willing to answer are called _____. A.structured questions B.undisguised questions C.unstructured questions D.obvious questions

Q: When an interviewer asks a respondent: "Why do you shop at Macy's department store?", this is an example of a(n) ____. A.structured question B.disguised question C.unstructured question D.curb-stone question

Q: What type of question does not restrict the respondents' answers? A.structured question B.unstructured question C.unbounded question D.ambiguous question

Q: When an interviewer asks the respondent to state which of six salary categories represents his gross income the previous year, this is an example of a(n): _____. A.unstructured question B.social desirability question C.structured question D.disguised question

Q: Which type of question imposes a limit on the number of allowable responses? A.structured question B.undisguised question C.determinant question D.bounded question

Q: Surveys are classified based on all of the following EXCEPT _____. A.number of questions B.method of communication C.degrees of structure and disguise in the questionnaire D.time frame in which the data are gathered

Q: Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist? A.curbstoning B.auspices bias C.sugging D.mere-measurement effect

Q: 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.acquiescence error B.interviewer error C.auspices bias D.interviewer cheating

Q: 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

Q: 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