Burns05 Tif 09

Chapter 9: Survey Data-Collection Methods
Chapter 9
SURVEY DATA-COLLECTION METHODS
GENERAL CONCEPT MULTIPLE CHOICE QUESTIONS
1.
The Himalayan research project mentioned in the text used ________ for data collection.
a. surveys
b. content analyses
c. ethnographies
d. A and C
e. B and C
Answer: (a) Difficulty: (Easy) Page: 236

2.
Which of the following is part of the definition of surveys?

a. interviews
b. large number of respondents
c. predesigned questionnaires
d. All of the above
e. None of the above
Answer: (d) Difficulty: (Moderate) Page: 234

3.
Which of the following is an advantage to the use of survey methods?

a. standardization
b. high response rates
c. nonsuitability to tabulation and statistical analysis
d. unique answers for each respondent
e. very low cost
Answer: (a) Difficulty: (Moderate) Page: 235

4.
Recording a consumer's motives in purchasing a Jaguar automobile would be an example of:

a. tapping the unseen in survey research
b. computer-administered surveys
c. self-administered surveys
d. subgroup analysis
e. mail surveys
Answer: (a) Difficulty: (Easy) Pages: 235236
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5.
Which of the following is a method for collecting survey data?

a. person-administered surveys
b. computer-administered surveys
c. self-administered surveys
d. a and c only
e. All of the above
Answer: (e) Difficulty: (Easy) Page: 237

6.
What is NOT a unique advantage to using person-administered surveys?

a. feedback
b. rapport
c. quality control
d. speed
e. adaptability
Answer: (d) Difficulty: (Moderate) Pages: 238239

7.
Adaptability refers to the ability to respond to respondent differences. Which method is best suited
for adaptability?
a. computer-administered surveys
b. self-administered surveys
c. drop-off surveys
d. person-administered surveys
e. CATI

8.
Which of the following is a NOT a disadvantage of person-administered surveys?

a. They are slower than other methods.
b. They are more expensive.
c. They are prone to errors.
d. They are rigid, not adaptable.
e. Respondents may fear interview evaluation.

9.
Which of the following is NOT an advantage of computer-administered surveys?

a. ability to develop rapport with the respondent
b. speed
c. error-free interviewing
d. use of pictures, videos, and graphics
e. possible cost savings
Answer: (a) Difficulty: (Moderate) Page: 240
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10.
Interview evaluation refers to:

a. an evaluation of the quality of the interviews by an editor
b. an evaluation of the interviews by the client/manager
c. an overall procedure for evaluation of the quality of the entire interviewing process
d. respondent anxieties caused by the presence of an interviewer
e. interviewer anxieties caused by the interview procedure
Answer: (d) Difficulty: (Difficult) Page: 240

11.
The primary disadvantage of computer-administered surveys is that:

a. real-time data capture provides error-prone data
b. because the data is entered directly into the computer, interview evaluation time is limited
c. costs of design, programming, debugging, and set up
d. limited number of people with access to computers
e. technology anxiety
Answer: (c) Difficulty: (Moderate) Page: 241

12.
Which of the following is NOT an advantage of self-administered surveys?

a. reduced cost
b. respondent can control the pace of the survey
c. there is no interviewer apprehension
d. there is considerable interviewer-evaluation apprehension
e. a respondents may be more honest without an interviewer

13.
Which is true regarding a disadvantage of self-administered surveys?

a. Because interviewers are not present, evaluation of the interview is impossible.
b. The primary burden of respondent understanding is placed upon the questionnaire.
c. The primary burden of respondent understanding is placed upon the field editor.
d. Respondents feel anxious because they control the administration process.
e. Respondents interpret the questions themselves so the questionnaire can be somewhat vague.

14.
What is a technique that is NOT a variation of person-administered surveys?

a. in-home interview
b. mall-intercept interview
c. drop-off survey
d. telephone interview
e. in-office interview
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15.
Which of the following data collection modes comes closest to being patterned after the "man-onthe-street" interview?
a. person-on-the-street interview
b. mall-intercept interview
c. drop-off survey
d. mail survey
e. interviewer approach interview
Answer: (b) Difficulty: (Moderate) Page: 245

16.
Research companies who select shopping malls for the purpose of conducting mall-intercept
interviews tend to select malls:
a. only in the largest cities
b. that have a regional versus local market area
c. where the crime rates are exceptionally low
d. in cities where interview cooperation rates are the highest
e. with a wide variety of shops

17.
One disadvantage of mall-intercept interviewing is:

a. mall-intercepts, because they require the cooperation of all stores in a mall, are difficult to
implement
b. have high turnover rates
c. mall shoppers may not be representative of the target market population
d. interviewers in mall-intercept studies are often distracted by mall activities
e. high assault rates of interviewers

18.
Which of the following data collection modes would be more appropriate for research on a product
requiring demonstration that is targeted to the business-to-business market as opposed to the
consumer market?
a. CATI
b. business-to-business surveying
c. in-office interview
d. drop-off survey
e. detailed online survey with graphics
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19.
Which data collection mode requires interviewers to "navigate around gatekeepers"?

a. gatekeeper interviewing
b. in-office interviewing
c. CATI and CAPI
d. CAPI and CATS
e. online surveys
Answer: (b) Difficulty: (Difficult) Page: 247

20.
What type of interview technique could be used if it was not necessary for the researcher to watch
the respondent to ensure correct procedures are followed?
a. telephone interview
b. in-office interview
c. in-home interview
d. mall-intercept interview
e. confidential interviews
Answer: (a) Difficulty: (Easy) Page: 247

21.
Which type of interview technique offers the advantages of cost, quality, and speed?
a. in-office interview
b. telephone interview
c. mall-intercept interview
d. in-home interview
e. "man-on-the-street" interview

22.
Which of the following is NOT a potential shortcoming of the telephone survey?

a. The respondent cannot be shown anything.
b. It does not permit the interviewer to make various face-to-face judgments and evaluations.
c. It does not permit a high quality sample.
d. It does not allow for the observation of body language, facial expressions, or eye contact.
e. The increased use of answering machines.
Answer: (c) Difficulty: (Easy) Pages: 247248

23.
What are some of the problems associated with traditional telephone interviews?
a. mistakes in administering the questions
b. insufficient call back for not-at-homes
c. dishonest interviewers
d. All of the above
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24.
Which of the following is a standard method of verifying that a telephone interviewer did, in fact,
conduct interviews he or she has reported?
a. use an interviewer only one time
b. call back a sample of the interviewer's respondents to verify that they were interviewed
c. have all interviewers take polygraph tests on a regular basis
d. pay interviewers to watch their peers
e. put video cameras in all work stations

25.
Which of the following data collection modes allows for recruitment and training to be conducted
at a central location, monitoring of the actual interviews by a supervisor, checking completed
interviews "on the spot," and offers control of interviewers' schedules?
a. drop-off survey
b. CATI or CAPS
c. central location telephone interviewing
d. traditional telephone interviewing
e. central location mall intercepts
Answer: (c) Difficulty: (Moderate) Pages: 249250

26.
Which of the following is considered a computer-assisted interview?

a. a human uses a computer
b. there is no human, instead a voice (synthesized) is used by the computer
c. both a and b
d. a CD-ROM is used to record data

27.
Advantages of CATI include:

a. interviews can be conducted via TV cable
b. cable and TV interviewing may be conducted simultaneously
c. the computer dials the respondent, brings up the questions to the interviewer, and moves ahead
to the appropriate question
d. can be enhanced with the drop-off survey technique
e. low setup costs
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28.
Which of the following best describes CATI's Achilles' heel?

a. the need for a telephone interviewer; a real problem for global research
b. the need for intensive CATI training
c. the need for regulations to be standardized between different CATI manufacturers
d. the lack of CATI manufacturers
e. CATI is illegal in four states, and phone numbers from these states must be left out of call lists
Answer: (a) Difficulty: (Difficult) Page: 253

29.
Some of the major advantages of using online surveys are:

a. It is easy to use SPAMBOTS to collect e-mail addresses and this lowers the cost and increases
speed.
b. real time access to data and availability of many respondents by sending out randomly selected
e-mails
c. low cost, speed, and sample representativeness
d. low cost, speed, and real-time access to data
e. a high-tech image for the firm

30.
If the number of people who take the online survey is much less than the number invited to
participate, which of the following improvements could be made?
a. make the survey shorter
b. hint at an incentive
c. play up the marketing hype
d. remove the survey topic to avoid confusion
e. avoid reference to a sponsor company to reduce bias

31.
The most popular type of self-administered survey is the:

a. group self-administered surveys
b. drop-off surveys
c. e-mail surveys
d. mail surveys
e. anonymous surveys

32.
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. not have to pay interviewers
e. increase the speed of response

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33.
Which of the following would be considered an example of the drop-off survey?

a. A researcher brings a questionnaire to a 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. A graduate student hands surveys out to other students to be placed in a drop box when
completed.
e. All of the above would be considered drop-off surveys.
Answer: (e) Difficulty: (Moderate) Page: 257

34.
Which of the following are serious disadvantages to the mail surveys?

a. nonresponse
b. interview evaluation
c. self-selection bias
d. both a and c
e. both b and c

35.
Typically mail surveys attain response rates of:

a. about 50 percent
b. more than 80 percent
c. between 30 and 40 percent
d. less than 20 percent
e. around 75 percent

36.
Which of the following will increase mail survey response rates?

a. use of color
b. stamps, rather than preprinted postage paid on the return envelopes
c. use of a recognizable brand name
d. confidentiality
Answer: (e) Difficulty: (Difficult) Page: 257

37.
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 and budget constraints
e. what their employer wants with what they want

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38.
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 interviews
Answer: (d) Difficulty: (Easy) Page: 260

39.
When given a data collection budget, a researcher's choice of the data collection method is:
a. enhanced
b. limited to those methods falling within the budget
c. not to be influenced by an arbitrarily determined budget
d. flexible
e. negotiable

TRUE/FALSE QUESTIONS
40.
Surveys are the most widely used method of data collection in marketing research.
Answer: (True) Difficulty: (Easy) Page: 234

41.
One of the advantages of surveys is that they can tap the "unseen": motives, interests, attitudes, and
intentions.

42.
Surveys allow for large samples, which are suitable for tabulation and statistical analysis.
Answer: (True) Difficulty: (Moderate) Page: 236

43.
The three major ways to collect data are: have a person ask the questions, have a computer assist or
conduct the questioning, or allow the respondents themselves to complete the survey.

44.
One of the advantages of the person-administered survey is that the interviewer is able to respond to
questions asked by respondents.
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45.
One of the disadvantages of computer-administered surveys is that they cannot depict pictures,
video, or other graphics to the respondent.
Answer: (False) Difficulty: (Easy) Page: 240

46.
Real-time capture of data is available only through the use of in-home interviewing provided the
researcher has a modem and may transmit the survey results to a computer shortly after the
interview.
Answer: (False) Difficulty: (Moderate) Page: 240

47.
Interview evaluation refers to the fact that some people become anxious about the possible reactions
the interviewer may have to their answers to survey questions.
Answer: (True) Difficulty: (Difficult) Page: 240

48.
Surveys conducted without the presence of an agenthuman or computerare referred to as selfadministered surveys.

49.
Whereas self-administered surveys are faster than personal or computer-assisted surveys, they have
the highest cost.

50.
Self-administered surveys eliminate interviewerevaluation apprehension.

51.
Self-administered surveys place a very high premium on proper questionnaire design.

52.
It is believed that conducting an interview in the respondent's home improves the quality of the data
and facilitates the rapport between interviewer and interviewee.

53.
All malls allow for as many research firms who wish to do so to intercept shoppers in the malls
because it attracts more customers to the malls.
Answer: (False) Difficulty: (Difficult) Page: 245

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54.
Because shopping malls usually draw customers from a large area, they excel in terms of providing
representative samples.

55.
A disadvantage of in-office interviews is that interviewers must be at a certain place at an exact

time.

56.
An advantage of in-office interviews is that they have low costs.

57.
Telephone surveys have the potential to provide a high-quality sample.

58.
Telephone surveys, although yielding high-quality samples, do not have fast turnaround times. This
is why they are rarely used for political polling.

59.
Telephone surveys may be preferable to face-to-face surveys when the topics being addressed are
sensitive.

60.
Because respondents are comfortable in their own homes, very long surveys are most appropriate
when administered by the telephone survey method.

61.
Traditional telephone interviewing offers opportunities for interviewer cheating.

62.
Central location telephone interviewing is in many ways the research industry standard.
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63.
Central location telephone interviewing offers good control of interviewers.

64.
The CATI approach has many benefits, but it does not eliminate the need for editing completed
questionnaires.

65.
With CATI systems, tabulations may be run at any time during the study and, as a result, questions
may be added or deleted from the study.

66.
In CATI systems questionnaires are left with the respondent to complete at a later time.

67.
A CATI is a form of person-administered interview.
Answer: (False) Difficulty: (Easy) Page: 251

68.
CAPI stands for computer-assisted personal interviewing.

69.
With a CATS system, interviews are conducted entirely by computers.

70.
Online surveys are making profound changes in the marketing research landscape.

71.
One of the disadvantages of online surveys is that they may lack sample representativeness.

72.
Drop-off surveys are especially appropriate for local market research undertakings in which travel is
necessary but limited.

135
73.
Self-selection bias is very strong in in-home interviewing.

74.
Mail surveys suffer from low response rates.

75.
Key factors influencing the choice of a survey data collection method include the researchers' time
and budget.
APPLICATION QUESTIONS
76.
Karen has just started her first research project for her new firm, Standard Research. After meeting
with the project team, Karen knows that the client, Cookies! Cookies! Cookies! (C!C!C!), is
interested in statistical analyses to help decide on a new cookie flavor for their "healthy" line. C!C!
C! needs to test whether the concept of the new flavor sounds appealing; consumers do not actually
need to taste the flavor. Which of the following survey data collection methods should be used to
best meet the client's needs?
a.
telephone interview
b.
mall intercept
c.
in-office interview
d.
in-home interview
e.
mail survey

77.
Karen, of Standard Research, contemplates which survey method she will use for a client. She must
balance:
a. the cost of the project with the level of statistical analysis that will be used
b. the time limitation of the client with the requirement that the surveys be representative
c. the lower quality of information generated by using a totally computer administered survey
with the desire to make additional profits using the latest technology
d. the quality of information desired with time deadlines and budget constraints
e. the wishes of the employees at Standard Research
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78.
Rick Smith of Smith & Associates Research has decided that a client's project should use telephone
interviewing as the method of data collection. He knows that there are disadvantages to the
telephone interview method he has chosen, and he must be ready to discuss theses limitations with
the client. Which of the following disadvantages will he be discussing?
a. mistakes in administering the questions
b. insufficient call back for not-at-homes
c. dishonest interviewers
d. a and b
e. a, b, and c
Answer: (e) Difficulty: (Moderate) Page: 249

79.
Karl Pittman commissioned a research project from the research firm of ADVICE, INC. The
results of the project will be presented in a court case and Karl wonders if the opposing lawyers in
the trial will question whether or not the telephone calls, used to collect the data, were actually
made. Sue Miller, project director at ADVICE, INC., had thought ahead and verified that the
interviews were actually conducted. She used the standard industry method for verification. Which
of the following did she use?
a. use an interviewer only one time
b. call back a sample of the interviewer's respondents to verify that they were interviewed
c. have all interviewers take polygraph tests on a regular basis
d. pay interviewers to watch their peers
e. put video cameras in all work stations

80.
Tom Cardinal of "Healthy" Cookies is concerned about the costs of conducting some upcoming
research. He understands that mail surveys have some of the lowest costs of all the data collection
methods. He asks Jeanne Daniel, marketing research consultant, what would happen if a mail
survey were used. Jeanne explained that, compared to online or telephone surveys, a mail survey
would have taken much longer, and the response rate would have been:
a. under 20 percent
b. between 35 and 37 percent
c. above 60 percent
d. around 30 percent
e. about 55 percent
137

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Chapter 9: Survey Data-Collection Methods

Answer: (a) Difficulty: (Easy) Page: 236

Which of the following is part of the definition of surveys?

Answer: (d) Difficulty: (Moderate) Page: 234

Which of the following is an advantage to the use of survey methods?

Answer: (a) Difficulty: (Moderate) Page: 235

Recording a consumer's motives in purchasing a Jaguar automobile would be an example of:

Answer: (a) Difficulty: (Easy) Pages: 235236

Chapter 9: Survey Data-Collection Methods

Which of the following is a method for collecting survey data?

Answer: (e) Difficulty: (Easy) Page: 237

What is NOT a unique advantage to using person-administered surveys?

Answer: (d) Difficulty: (Moderate) Pages: 238239

Answer: (d) Difficulty: (Moderate) Page: 239

Which of the following is a NOT a disadvantage of person-administered surveys?

Answer: (d) Difficulty: (Moderate) Page: 239

Which of the following is NOT an advantage of computer-administered surveys?

Answer: (a) Difficulty: (Moderate) Page: 240

Chapter 9: Survey Data-Collection Methods

Interview evaluation refers to:

Answer: (d) Difficulty: (Difficult) Page: 240

The primary disadvantage of computer-administered surveys is that:

Answer: (c) Difficulty: (Moderate) Page: 241

Which of the following is NOT an advantage of self-administered surveys?

Answer: (d) Difficulty: (Difficult) Page: 242

Which is true regarding a disadvantage of self-administered surveys?

Answer: (c) Difficulty: (Moderate) Page: 242

What is a technique that is NOT a variation of person-administered surveys?

Answer: (c) Difficulty: (Moderate) Page: 243

Chapter 9: Survey Data-Collection Methods

Answer: (b) Difficulty: (Moderate) Page: 245

Answer: (b) Difficulty: (Moderate) Page: 245

One disadvantage of mall-intercept interviewing is:

Answer: (c) Difficulty: (Moderate) Page: 246

Answer: (c) Difficulty: (Moderate) Page: 247

Chapter 9: Survey Data-Collection Methods

Which data collection mode requires interviewers to "navigate around gatekeepers"?

Answer: (b) Difficulty: (Difficult) Page: 247

Answer: (a) Difficulty: (Easy) Page: 247

Answer: (b) Difficulty: (Moderate) Page: 247

Which of the following is NOT a potential shortcoming of the telephone survey?

Answer: (c) Difficulty: (Easy) Pages: 247248

Answer: (d) Difficulty: (Moderate) Page: 249

Chapter 9: Survey Data-Collection Methods

Answer: (b) Difficulty: (Moderate) Page: 249

Answer: (c) Difficulty: (Moderate) Pages: 249250

Which of the following is considered a computer-assisted interview?

Answer: (c) Difficulty: (Moderate) Page: 251

Advantages of CATI include:

Answer: (c) Difficulty: (Moderate) Page: 251

Chapter 9: Survey Data-Collection Methods

Which of the following best describes CATI's Achilles' heel?

Answer: (a) Difficulty: (Difficult) Page: 253

Some of the major advantages of using online surveys are:

Answer: (d) Difficulty: (Moderate) Page: 253

Answer: (a) Difficulty: (Difficult) Page: 254

The most popular type of self-administered survey is the:

Answer: (d) Difficulty: (Moderate) Page: 255

The essential objective of the drop-off survey is:

Answer: (b) Difficulty: (Moderate) Page: 256

Chapter 9: Survey Data-Collection Methods

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

Answer: (e) Difficulty: (Moderate) Page: 257

Which of the following are serious disadvantages to the mail surveys?