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Q:
Name and describe the types of response bias and give an example 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:
When a researcher uses a trial run with a group of people to try to discover any problems with a survey before it is mailed to the sample of potential respondents, this is called a(n) ______ of the survey.
Q:
The _____ is the portion of potential respondents exposed to a hyperlink to a survey who actually click through to view the questionnaire.
Q:
A self-administered questionnaire posted on a website is called a(n) ______ survey.
Q:
A researcher who takes a questionnaire to a respondent's office or home and then comes back to pick it up is using the _____ method.
Q:
The letter that is on top of a mail survey that explains why the potential respondent should fill out the survey is called the ______.
Q:
The percentage found when the number of completed surveys returned in a mail survey is divided by the total number of sample members provided a chance to participate is known as the ______.
Q:
A self-administered questionnaire that is sent to potential respondents through a postal service is called a(n) ______.
Q:
When a respondent is asked to read the questions on a survey and to answer them by himself or herself, this is an example of a(n) ______.
Q:
When use of telephone exchanges and random numbers to develop a sample of respondents in a landline phone survey is used, this is called ______.
Q:
An attempt to re-contact a potential respondent in a phone survey when no one answered the phone on a previous attempt is called a(n) ______.
Q:
When a respondent is asked to participate in a research study while walking through a shopping mall, this is an example of a(n) ______.
Q:
When a respondent fails to answer a survey question in a personal interview, this is called an item ______.
Q:
When an interviewer asks a respondent to clarify what he or she meant by a response, this is known as ______.
Q:
A face-to-face communication in which an interviewer asks a respondent questions is called a(n) ______.
Q:
A survey approach that does not facilitate two-way communication is called a(n) _____ survey approach.
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:
Error arising because of inadequacies of the actual respondents to represent the population of interest is 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 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
Q:
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
Q:
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
Q:
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
Q:
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
Q:
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
Q:
All of the following are advantages of Internet surveys EXCEPT _____.
a. random sampling
b. speed
c. visual appeal
d. accurate real-time data capture
Q:
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
Q:
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
Q:
A(n) _____ survey is a self-administered questionnaire posted on a website.
a. e-mail
b. kiosk
c. Internet
d. electronic
Q:
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
Q:
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
Q:
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
Q:
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
Q:
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
Q:
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
Q:
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
Q:
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
Q:
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
Q:
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
Q:
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
Q:
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.
Q:
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
Q:
"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
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:
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
Q:
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
Q:
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
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. curb-stoning
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
Q:
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
Q:
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
Q:
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
Q:
All of the following are types of response bias EXCEPT _____.
a. acquiescence bias
b. extremity bias
c. self-selection bias
d. interviewer bias
Q:
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
Q:
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
Q:
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
Q:
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
Q:
People who are unwilling to participate in a research project are referred to as _____.
a. refusals
b. deviations
c. no contacts
d. random errors
Q:
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
Q:
People who are not contacted or who refuse to cooperate are called _____.
a. random errors
b. biased respondents
c. sample selection errors
d. nonrespondents
Q:
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
Q:
_____ refers to some true value of a phenomenon within a population.
a. Parameter estimate
b. Population parameter
c. True parameter
d. Sample parameter
Q:
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
Q:
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
Q:
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