Chapter 7 Evaluating Survey Data Collection Methods

Question 1

_________ of surveys include standardization, ease of administration, tapping the “unseen”, ease of analysis, and subgroup differences.

Answer 1

Advantages

Question 2

In a __________, an interviewer reads questions to a respondent and records his or her answers without the use of a computer.

Answer 2

person-administered survey

Question 3

Personal interviewers can build _______ with respondents who are initially distrustful or suspicious of a survey.

Answer 3

rapport

Question 4

__________ of person-administered surveys include human error, slow data collection, high cost, and interview apprehension among respondents.

Answer 4

Disadvantages

Question 5

_________ occurs when the interviewer’s presence creates concerns in respondents that may cause them to alter their normal responses.

Answer 5

Interview evaluation

Question 6

___________, the interviewer basically verbalizes the questions while relying on computer technology to facilitate the interview work

Answer 6

computer-assisted, person-administered survey

Question 7

_______ are fast, error free, capable of using images or graphics, and able to capture data in real time.

Answer 7

Computer-assisted surveys

Question 8

The __________ by computer-assisted surveys is an important advantage of this data collection mode.

Answer 8

immediate capture of data

Question 9

________ of computer-assisted data collection include the requirement of technical skills, and possibly high setup costs.

Answer 9

Disadvantages

Question 10

In a _________, the respondent completes the survey alone: no human or computer administers the interview.

Answer 10

self-administered survey

Question 11

Self-administered survey _________ include reduced cost, respondent control, and no interview evaluation apprehension.

Answer 11

advantages

Question 12

________ of self-administered surveys include respondent control, lack of monitoring, and high questionnaire requirements.

Answer 12

Disadvantages

Question 13

With self-administered surveys, the _______ must be especially thorough and precise to minimize respondent errors.

Answer 13

questionnaire

Question 14

___________ are user friendly, inexpensive, and non-threatening to respondents.

Answer 14

Computer-administered surveys

Question 15

_______ or hybrid surveys use multiple data collection modes.

Answer 15

Mixed-mode

Question 16

With a _________, the researcher can use the advantages of each of the various modes to achieve data collection goals.

Answer 16

mixed-mode survey

Question 17

A _________ of the mixed-mode survey is that the researcher must consider the effects the modes may have on responses.

Answer 17

disadvantage

Question 18

Multiple modes add _______ to data collection, such as differences in instructions and integration of data from different sources.

Answer 18

complexities

Question 19

Person-administered/computer-assisted (when a computer is used to facilitate) surveys:

Answer 19

In-home survey
Mall-intercept survey
In-office survey
Telephone survey

Question 20

Computer-administered surveys:

Answer 20

Fully automated survey

Online survey

Question 21

Self-administered surveys:

Answer 21

Group self-administered survey
Drop-off survey
Mail survey

Question 22

Use ______ interviews when respondents must interact with a product prototype, and when the comfort of respondents’ homes is important in ensuring the quality of the data collected.

Answer 22

in-home

Question 23

______ interviews facilitate interviewer–interviewee rapport.

Answer 23

In-home

Question 24

_______ interviews are conducted in large shopping malls, and they are less expensive per interview than in-home interviews.

Answer 24

Mall-intercept

Question 25

_______ interviews are conducted at executives’ or managers’ places of work because these are the most suitable locations.

Answer 25

In-office

Question 26

______ personal interviews incur costs because of difficulties accessing qualified respondents.

Answer 26

In-office

Question 27

Advantages of telephone interviews include _______

Answer 27

cost, quality, and speed.

Question 28

The _______ is a poor medium for a survey with many open-ended questions.

Answer 28

telephone

Question 29

______ interviewers must contend with the negative impression people have of telemarketers.

Answer 29

Telephone

Question 30

________ interviewing affords efficient control of interviewers.

Answer 30

Central location

Question 31

With CATI, the interviewer reads questions on a computer screen and enters respondents’ answers directly into the computer.

Answer 31

computer-assisted telephone interviews (CATI)

Question 32

With CATI, the _______ is the “voice” of the computer.

Answer 32

interviewer

Question 33

Most CATI systems are programmed to disallow “_______” answers.

Answer 33

impossible

Question 34

_________ in which the survey is administered by a computer, but not online. With one such system, a computer dials a phone number, and a recording is used to introduce the survey. The respondent then uses the push buttons on his or her telephone to make responses, thereby interacting directly with the computer. In the research industry, this approach is known as completely automated telephone survey (CATS)

Answer 34

fully automated surveys

Question 35

________, also called a “web survey” or “online survey,” in which the respondent answers questions online has become the industry standard for surveys in virtually all high-Internet-penetration countries

Answer 35

Internet-based questionnaire

Question 36

______ allow respondents to participate while in relaxed and comfortable surroundings.

Answer 36

Online surveys

Question 37

________ surveys economize in time and money because a group of respondents participates at the same time.

Answer 37

Group self-administered

Question 38

_______ surveys must be self-explanatory because they are left with respondents, who fill them out without assistance.

Answer 38

Drop-off

Question 39

______ surveys suffer from nonresponse and self-selection bias.

Answer 39

Mail

Question 40

_______, which refers to questionnaires that are not returned.

Answer 40

nonresponse

Question 41

_______, which means that those who do respond are probably different from those who do not fill out the questionnaire and return it; therefore, the sample gained through this method is nonrepresentative of the general population.

Answer 41

self-selection bias

Question 42

______ companies recruit thousands of ready-to-respond survey takers.

Answer 42

Panel

Question 43

_______ company advantages include fast turnaround, high quality, and database information.

Answer 43

Panel

Question 44

Panel company ________ include nonrandom samples, potentially overworked respondents, and cost.

Answer 44

disadvantages

Question 45

In selecting a ______, the researcher balances quality against cost, time, and other considerations.

Answer 45

data collection mode

Question 46

A _______ may dictate which data collection method to use.

Answer 46

short deadline

Question 47

If respondents need to see, handle, or experience something, the ________ mode must accommodate these requirements.

Answer 47

data collection

Question 48

The ________, or the percentage of the population that qualifies to be included in a survey, affects decisions about data collection modes for that survey.

Answer 48

incidence rate

Question 49

______ and/or limited communications systems may limit data collection mode choices.

Answer 49

Cultural norms