Chapter 7

Question 1

The purpose of survey research is to collect secondary data

Answer 1

False

The purpose of survey research is to collect primary data.

Question 2

All marketing-related survey research is conducted with the ultimate consumer in mind.

Answer 2

False

Studies also focus on wholesalers, retailers, or industrial buyers.

Question 3

Most survey research is descriptive research.

Answer 3

True

Question 4

Some aspects of surveys may be qualitative.

Answer 4

True

Question 5

Surveys provide a quick, often inexpensive, efficient, and accurate means of assessing information about a population.

Answer 5

True

Question 6

Survey results are better than the quality of the sample and answers obtained.

Answer 6

False

Survey results are no better than the quality of the sample and answers obtained.

Question 7

Total survey error contains two major sources: sampling error and systematic error.

Answer 7

True

Question 8

Even with technically proper random probability samples, however, statistical errors occur because of chance variation

Answer 8

True

Question 9

Systematic errors are nonsampling errors

Answer 9

True

Question 10

A sample bias exists when the results of a sample show a persistent tendency to deviate in one direction from the true
value of the population parameter.

Answer 10

True

Question 11

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

Answer 11

True

Question 12

Nonresponse error is a type of respondent error.

Answer 12

True

Question 13

Comparing the sample demographics with the demographics of the target population provides one means of checking
for potential response bias

Answer 13

True

Question 14

The number of “no contacts” in survey research has been decreasing because of the increased use of telephone
answering machines by consumers

Answer 14

False

Question 15

When someone is unwilling to participate in the research and tells the interviewer not to call them again, a “nocontact” has occurred.

Answer 15

False
This type of error is referred to as refusals. No contacts are people who are not accessible on the first and second contact.

Question 16

Self-selection biases in survey research tend to overrepresent indifferent responses and underrepresent extreme
consumer positions.

Answer 16

False
Self-selection biases in survey research underrepresent indifferent responses and overrepresent extreme consumer positions

Question 17

A response bias occurs when respondents tend to answer questions with a certain slant

Answer 17

True

Question 18

The five categories of response bias are mutually exclusive from one another.

Answer 18

False

These categories overlap and are not mutually exclusive

Question 19

When a respondent “puffs up” his answers in an interview in order to make a favorable impression on the interviewer,
acquiescence bias has occurred.

Answer 19

False
Social desirability bias occurs when a respondent “puffs up” his answers in an interview in order to make a favorable impression on the interviewer

Question 20

When an interviewer is not able to write fast enough to record the respondent’s answers verbatim, the error called
interviewer cheating has occurred.

Answer 20

False
Interviewer error can occur when an interviewer is not able to write fast enough to record the respondent’s answers verbatim.

Question 21

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

Answer 21

True

Question 22

One of the most important advantages of personal interviews is the opportunity for feedback.

Answer 22

True

Question 23

The personal interview is especially useful for obtaining unstructured information

Answer 23

True

Question 24

The interaction between an interviewer and a respondent decreases the chances that the respondent will answer all of
the survey questions.

Answer 24

False
The social interaction between a well-trained interviewer and a respondent in a personal interview increases the likelihood that the respondent will answer all the items on the questionnaire.

Question 25

The presence of an interviewer typically decreases the response rate in comparison to what would be found with a mail survey.

Answer 25

False

Question 26

People who provide answers to survey questions are often called ____.

a. researchers
b. clients
c. respondents
d. users

Answer 26

c

Question 27

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

Answer 27

a

Question 28

All of the following are advantages of Internet surveys EXCEPT ____.

a. random sampling
b. speed
c. visual appeal
d. accurate real-time data capture

Answer 28

a

Question 29

All of the following are typically advantages of Internet survey research EXCEPT that it is ____.

a. relatively low in cost
b. representative of the population
c. efficient in gathering large amounts of data
d. accurate means of collecting information

Answer 29

b

Question 30

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

Answer 30

b

Question 31

Systematic errors are also called ____.

a. random sampling error
b. interviewer error
c. nonresponse error
d. nonsampling errors

Answer 31

d

Question 32

Systematic error is divided into ____.
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

Answer 32

a

Question 33

People who cannot be contacted or who refuse to participate are called ____.

a. random errors
b. biased respondents
c. sample selection errors
d. nonrespondents

Answer 33

d

Question 34

Barbara received a phone call asking her to participate in a survey. She told the interviewer that she was too busy and
would not participate. This is an example of ____.
a. random sampling error
b. administrative error
c. nonresponse error
d. interviewer error

Answer 34

c

Question 35

People who are unwilling to participate in a research project are referred to as ____.

a. refusals
b. deviations
c. no contacts
d. random errors

Answer 35

a

Question 36

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 classified as a(n) \_\_\_\_.
a. sample bias
b. no contact
c. interviewee
d. random sampling error

Answer 36

b

Question 37

When a hotel customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for
room service to deliver his dinner, ____ has occurred.
a. random sampling error
b. self-selection bias
c. auspices bias
d. social desirability bias

Answer 37

b

Question 38

Which type of bias 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

Answer 38

d

Question 39

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, ____ has occurred.
a. nonresponse error
b. auspices bias
c. interviewer cheating
d. deliberate falsification

Answer 39

d

Question 40

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

Answer 40

d

Question 41

Which type of bias is occurring when a respondent tells the interviewer that he reads The Wall Street Journal on a
daily basis so that he can impress the interviewer?
a. interviewer bias
b. auspices bias
c. administrative bias
d. acquiescence bias

Answer 41

a

Question 42

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

Answer 42

b

Question 43

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

Answer 43

a

Question 44

When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview,
\_\_\_\_ has occurred.
a. interviewer cheating
b. auspices bias
c. interviewer error
d. social desirability bias

Answer 44

c

Question 45

When an interviewer fails to write the respondent’s answer to a question verbatim because the respondent talks faster
than the interviewer can write, ____ has occurred.
a. acquiescence error
b. interviewer error
c. auspices bias
d. interviewer cheating

Answer 45

b

Question 46

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. self-selection
d. mere-measurement effect

Answer 46

a

Question 47

The number of questionnaires returned or completed divided by the number of eligible people who were asked to
participate in the survey is called _______________.
a. churn
b. return ratio
c. response rate
d. success rate

Answer 47

c

Question 48

When a research agency conducts all telephone interviews from a single location where they can hire a staff of
professional interviewers and supervise and control the quality of interviewing more effectively, ____ is being used.
a. central location interviewing
b. single-mode interviewing
c. synergistic interviewing
d. quick-response interviewing

Answer 48

a

Question 49

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

Answer 49

a

Question 50

John was called by a market researcher and asked a few questions about his television viewing habits. The researcher
then asked him to go to a Web site to complete a more comprehensive survey. This type of study that employs a
combination of survey methods is called a ____.
a. two-stage survey
b. pre- and posttest
c. multi-media survey
d. mixed-mode survey

Answer 50

d

Question 51

Which survey method offers the least geographic flexibility?

a. telephone interview
b. door-to-door personal interview
c. Internet survey
d. mail survey

Answer 51

b

Question 52

Which survey research method offers the lowest degree of respondent anonymity?

a. telephone interview
b. mail survey
c. mall intercept interview
d. Internet survey

Answer 52

c

Question 53

Which survey research method is typically the most expensive?

a. door-to-door personal interview
b. mall intercept personal interview
c. telephone interview
d. mail survey

Answer 53

a

Question 54

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

Answer 54

b

Question 55

Survey software can require someone to answer a question but this too could be seen as unethical. How can the ethical
issue best be resolved?
a. This issue cannot be resolved, so the question should be removed.
b. Respondents can be told in the informed consent process that there are required questions.
c. Respondents can be paid or given some other incentive to answer the question.
d. A “do not know” or “prefer not to answer” alternative can be included with the question.

Answer 55

d

Question 56

The person who answers questions in a mail survey is called a(n) ____________________.

Answer 56

respondent

Question 57

When primary data are collected by asking respondents questions, these data are being obtained via a(n)
____________________.

Answer 57

survey

Question 58

Chance variations in sampling due to the elements included in the sample are called ____________________ error

Answer 58

random sampling

Question 59

When a mistake in the implementation of the design of a research study is made, we say that the study has
____________________ error

Answer 59

systematic

Question 60

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.

Answer 60

sample

Question 61

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.

Answer 61

nonresponse

Question 62

People who are cannot be contacted or who refuse to participate in a survey are called ____________________.

Answer 62

nonrespondents

Question 63

A person who is not at home when an interviewer calls is called a(n) ____________________.

Answer 63

no contact

Question 64

A person 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. This behavior is called a(n) ____________________.

Answer 64

refusal

Question 65

If the interviewer’s presence influences respondents to give untrue or modified answers, the survey will be marred by
____________________.

Answer 65

interviewer bias

Question 66

When a mistake is made in carrying out the design of a research study, ____________________ error has occurred.

Answer 66

administrative

Question 67

When an interviewer does not record the respondent’s answers correctly, ____________________ error has occurred.

Answer 67

interviewer

Question 68

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) ____________________.

Answer 68

callback

Question 69

When a table of random numbers is used to generate phone numbers that will be called to contact potential
respondents in a phone survey, ____________________ is being used.

Answer 69

random digit dialing

Question 70

When answers to a phone survey can be entered directly into a computer to speed up the time needed for data
processing, ____________________ is being used.

Answer 70

CATI

Question 71

Define surveys and describe the type of information that may be gathered in a survey

Answer 71

A survey is defined as a method of collecting primary data based on communication with a
representative sample of individuals. The type of information gathered in a survey varies
considerably depending on its objectives. Typically, surveys attempt to describe what is
happening, what people believe, what they are like or to learn the reasons for a particular
marketing activity. More specifically, surveys gather information to assess consumer
knowledge and awareness of products, brands, or issues and to measure consumer attitudes
and feelings. Surveys can describe consumer characteristics including purchasing patterns,
brand usage, and descriptive characteristics including demographics and lifestyle. Not all
survey research is conducted with the ultimate consumer - some focus on wholesalers,
retailers, or industrial buyers. Although most surveys are conducted to quantify certain factual
information, some aspects of surveys may also be qualitative.

Question 72

Explain the advantages and disadvantages of surveys

Answer 72

Survey research presents numerous advantages. They provide a quick, often inexpensive,
efficient, and accurate means of assessing information about a population. Researchers can
apply fairly straightforward statistical tools in analyzing sample survey results. However, they
can also be ineffective or misleading when researchers do not follow basic research
principles, such as taking care in designing both the survey instrument and the sampling
frame. Surveys are also an additional source of error when the researchers intend to study
actual behavior because the respondent may error answering questions about what they have
done or what they will do. Each survey tool also introduces some unique disadvantages.
However, errors, such as random sampling errors and systematic errors, are common to all
forms of surveys.

Question 73

Name and describe the types of response bias

Answer 73

Responses bias falls into four specific categories:
(1) Acquiescence bias: a tendency to agree with all or most questions.
(2) Extremity bias: results because some individuals tend to use extremes when responding
to questions.
(3) Interviewer bias: occurs because the presence of the interviewer influences respondents’
answers.
(4) Social desirability bias: may occur either consciously or unconsciously because the
respondent wishes to create a favorable impression or save face in the presence of an
interviewer.

Question 74

Discuss the advantages and disadvantages of mail surveys.

Answer 74

A traditional mail survey is a self-administered questionnaire sent to respondents through a
postal service. This paper-and-pencil method has several advantages and disadvantages. Mail
questionnaires can reach a geographically dispersed sample simultaneously because
interviewers are not required. They are relatively inexpensive compared with personal
interviews, though they are not cheap. They can be filled out when the respondents have the
time, so respondents are more likely to take time to think about their replies. They also allow
respondents to collect facts that they may not be able to recall. Anonymity of respondents
may result in them being more likely to provide sensitive or embarrassing information as well as reducing social desirability bias. Although the absence of an interviewer can induce
respondents to reveal sensitive or socially undesirable information, this lack of personal
contact can also be a disadvantage. Once the respondent receives the questionnaire, the
questioning process is beyond the researcher’s control. While mail questionnaires are highly
standardized, this could be a disadvantage due to the difficulty in changing the format of the
questions. If time is an issue, mail surveys may not be a good communication medium.
Finally, mail questionnaires can be relatively long in length.

Question 75

Explain how response rates are determined for surveys and discuss ways to increase response rates for mail surveys.

Answer 75

The response rate is the number of questionnaires returned or completed divided by the
number of eligible people who were asked to participate in the survey. Typically, the number
in the denominator is adjusted for faulty addresses and similar problems that reduce the
number of eligible participants.
Below are ways to increase response rates for mail surveys:
(1) Include a cover letter.
(2) Offer monetary incentive or premiums.
(3) Include interesting questions.
(4) Conduct follow-ups, which may include a duplicate questionnaire or merely be a reminder
to return the survey; use codes to key questionnaires.
(5) Notify respondents in advance.
(6) Keep survey sponsor anonymous.
(7) Other techniques include types of envelopes, stamps, and color of questionnaire paper.