w6 module

Question 1

• A statistical fluctuation that occurs because of chance variation in the elements selected for a sample.

Answer 1

Random Sampling Error

Question 2

Error resulting from some imperfect aspect of the research design that causes respondent error or from a mistake in the execution of the research.

Answer 2

Systematic Error

Question 3

A persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameter.

The many sources of error that in some way systematically influence answers can be divided
into two general categories: respondent error and administrative error.

Answer 3

Sample Bias

Question 4

A category of sample bias resulting from some respondent action or inaction such as nonresponse or response bias.

Answer 4

Respondent Error

Question 5

The statistical differences between a survey that includes only Those who responded and a perfect survey that would also include those who failed to
respond.

Answer 5

Nonresponse Error -

Question 6

People who are not contacted or who refuse to cooperate in the
research.

Answer 6

Non Respondents

Question 7

People who are not at home or who are otherwise inaccessible on the first and second contact.

Answer 7

No Contacts

Question 8

________- People who are unwilling to participate in a research project.

Answer 8

Refusals

Question 9

• A bias that occurs because people who feel strongly about a subject are more likely to respond to survey questions than people who feel indifferent about
  it.

Answer 9

Self-Selection Bias

Question 10

A bias that occurs when respondents either consciously or unconsciously tend to answer questions with a certain slant that misrepresents the truth.

Answer 10

Response Bias

Question 11

A response bias may occur when people misrepresent answers to appear intelligent, conceal personal information, avoid embarrassment, and so on.

Answer 11

Falsification

Question 12

Even when a respondent is consciously trying to be
truthful and cooperative, response bias can arise from the question format, the question
content, or some other stimulus.

Answer 12

Unconscious Misrepresentation

Question 13

Type of Response Bias

Answer 13

1. Acquiescence Bias
2. Extremity Bias
3. Interviewer Bias
4. Social Desirability Bias

Question 14

A tendency for respondents to agree with all or
most questions asked of them in a survey.

Answer 14

Acquiescence Bias -

Question 15

A category of response bias that results because some individuals tend to use extremes when responding to questions.

Answer 15

Extremity Bias

Question 16

• A response bias that occurs because the presence of the interviewer influences respondents’ answers.

Answer 16

Interviewer Bias

Question 17

• Bias in responses caused by respondents’ desire, either conscious or unconscious, to gain prestige or appear in a different social role.

Answer 17

Social Desirability Bias

Question 18

• An error caused by the improper administration or execution of the research task.

Answer 18

Administrative Error

Question 19

A category of administrative error that occurs because of
incorrect data entry, incorrect computer programming, or other procedural errors during
data analysis.

Answer 19

Data-Processing Error

Question 20

• An administrative error caused by improper sample design or sampling procedure execution.

Answer 20

Sample Selection Error

Question 21

• Mistakes made by interviewers failing to record survey responses correctly

Answer 21

interviewer error

Question 22

The practice of filling in fake answers or falsifying questionnaires while working as an interviewer.

Answer 22

interviewer cheating

Question 23

______________ may be classified based on the method of communication, the degrees of structure and disguise in the questionnaire, and the time frame in which the data are gathered temporal classification).

Answer 23

Survey

Question 24

A question that imposes a limit on the number of allowable
responses.

Answer 24

Structured Question

Question 25

A question that does not restrict the respondents’ answers.

Answer 25

Unstructured Question

Question 26

Straightforward questions that assume the respondent is willing to answer.

Answer 26

Undisguised Questions

Question 27

• Indirect questions that assume the purpose of the study must be hidden from the respondent. Temporal Classification

Answer 27

Disguised Questions

Question 28

A study in which various segments of a population are sampled and data are collected at a single moment in time.

Answer 28

Cross-Sectional Study

Question 29

• A survey of respondents at different times, thus allowing analysis of response continuity and changes over time.

Answer 29

Longitudinal Study

Question 30

• A type of longitudinal study that uses successive samples to compare trends and identify changes in variables such as consumer satisfaction, brand image, or advertising awareness.

Answer 30

Tracking Study

Question 31

A longitudinal survey of the same sample of individuals or
households to record their attitudes, behavior, or purchasing habits over time.

Answer 31

Consumer Panel

Question 32

When two people engage in a conversation, human interaction takes place.

Human interactive media are a personal form of communication.

One human being directs a message to and interacts with another individual (or a small group). When most people think of interviewing, they envision two people engaged in a face-to-face dialogue or a conversation on the telephone. Electronic interactive media allow researchers to reach a large audience, personalize individual messages, and interact using digital technology.

Answer 32

Interactive Communication

Question 33

The traditional questionnaire received by mail and completed by the respondent does not allow a dialogue or an exchange of information providing immediate feedback.

So, from our perspective, self-administered questionnaires printed on paper are noninteractive.

This fact does not mean that they are without merit, just that this type of survey is less flexible than surveys using interactive communication media.

Answer 33

Non-interactive Media

Question 34

Face-to-face communication in which an interviewer asks a respondent to answer questions.

Answer 34

Personal Interviews

Question 35

Personal interviews conducted at respondents’ doorsteps in an effort to increase the participation rate in the survey.

Answer 35

Door-to-Door Interviews

Question 36

Attempts to recontact individuals selected for a sample who were not available initially.

Answer 36

Callbacks

Question 37

• Personal interviews conducted in a shopping mall.

Answer 37

Mall Intercept Interviews

Question 38

• Personal interviews conducted by telephone, the mainstay of commercial survey research.

Answer 38

Telephone Interviews

Question 39

• Mobile phone interviews differ from landline phones most obviously because they are directed toward a mobile (i.e., cell) phone number. However, there are other less obvious distinctions.

Answer 39

Mobile Phone Interviews

Question 40

____________________ Characteristics

✓ Speed
✓ Cost
✓ Absence of Face-to-Face Contact
✓ Cooperation
✓ Incentives to Respond
✓ Representative Samples
✓ Callbacks
✓ Limited Duration
✓ Lack of Visual Medium

Answer 40

Phone Interview Characteristics

Question 41

• Telephone interviews conducted from a central location
  allowing firms to hire a staff of professional interviewers and to supervise and control the
  quality of interviewing more effectively.

Answer 41

Central Location Interviewing

Question 42

Technology that allows answers to telephone interviews to be entered directly into a computer for processing.

Answer 42

Computer-Assisted Telephone Interviewing (CATI) -

Question 43

• Technological advances have combined computerized telephone dialing and voice-activated computer messages to allow researchers to conduct telephone interviews without human interviewers. However, researchers have found that computerized voice-activated telephone interviewing works best with very short, simple questionnaires.

Answer 43

Computerized Voice-Activated Telephone Interview

Question 44

• Surveys in which the respondent takes the responsibility for reading and answering the questions.

Answer 44

Self-Administered Questionnaires

Question 45

• A self-administered questionnaire sent to respondents through the mail.

Answer 45

Mail Survey

Question 46

• A survey method that requires the interviewer to travel to the respondent’s location to drop off questionnaires that will be picked up later.

Answer 46

Drop-Off Method

Question 47

• A survey that uses fax machines as a way for respondents to receive and return questionnaires.

Answer 47

Fax Survey

Question 48

• Surveys distributed through electronic mail.

Answer 48

E-Mail Surveys

Question 49

• A self-administered questionnaire posted on a Web site.

Answer 49

Internet Surveys

Question 50

The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey.

Answer 50

Response Rate

Question 51

Screening procedure that involves a trial run with a group of respondents to iron out fundamental problems in the survey design.

Answer 51

Pretesting