Chapter 9—Survey Research: An Overview. All Answers

1. The purpose of survey research is to collect secondary data. F The purpose of survey research is to collect primary data. PTS: 1 DIF: Moderate REF: p. 185 OBJ: LO: 09-01 NAT: AACSB Reflective Thinking| CB&E M ...

1. The purpose of survey research is to collect secondary data. F The purpose of survey research is to collect primary data. PTS: 1 DIF: Moderate REF: p. 185 OBJ: LO: 09-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 2. The people who answer survey questions are called respondents. T PTS: 1 DIF: Easy REF: p. 185 OBJ: LO: 09-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 3. Most survey research is descriptive research. T PTS: 1 DIF: Moderate REF: p. 186 OBJ: LO: 09-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 4. Some aspects of surveys may be qualitative. T PTS: 1 DIF: Moderate REF: p. 186 OBJ: LO: 09-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 5. Surveys provide accurate means of assessing information about a population, but they are expensive and an inefficient means of doing so. F Surveys provide a quick, often inexpensive, efficient, and accurate means of assessing information about a population. PTS: 1 DIF: Moderate REF: p. 186 OBJ: LO: 09-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 6. Survey research techniques and standards are still quite unscientific. F Survey research techniques and standards have become quite scientific and accurate. PTS: 1 DIF: Moderate REF: p. 187 OBJ: LO: 09-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 7. Two major sources of survey error are random sampling error and nonrandom sampling error. F Two major sources of survey error are random sampling error and systematic error. PTS: 1 DIF: Moderate REF: p. 187 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 8. Unless sample size is increased, random sampling errors are unavoidable in survey research. T PTS: 1 DIF: Moderate REF: p. 188 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 9. Systematic errors are also called sampling errors. F Systematic errors are also called nonsampling errors. PTS: 1 DIF: Moderate REF: p. 188 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 10. A respondent error exists when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter. F This is a sample bias. PTS: 1 DIF: Moderate REF: p. 188 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 11. Two general categories of systematic error are Type I errors and Type II errors. F The two general categories of systematic error are respondent error and administrative error. PTS: 1 DIF: Moderate REF: p. 188 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 12. Nonresponse is a type of interviewer error. F Nonresponse is a type of respondent error. PTS: 1 DIF: Moderate REF: p. 189 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 13. The number of "no contacts" in survey research has been decreasing because of the increased use of technology that allows people to screen calls. F The number of no contacts in survey research has been increasing because of the proliferation of answering machines, mobile phones, and the growing use of caller ID to screen calls. PTS: 1 DIF: Moderate REF: p. 189 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 14. No contacts occur when people are unwilling to participate in the research. F This type of error is referred to as refusals. No contacts are people who are not accessible on the first and second contact. PTS: 1 DIF: Moderate REF: p. 189 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 15. Self-selection biases in survey research overrepresent indifferent responses and underrepresent extreme consumer positions. F Self-selection biases in survey research underrepresent indifferent responses and overrepresent extreme consumer positions. PTS: 1 DIF: Moderate REF: p. 190 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 16. A response bias occurs when respondents tend to answer questions with a certain slant. T PTS: 1 DIF: Moderate REF: p. 190 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 17. The categories of response bias are mutually exclusive from one another. F These categories overlap and are not mutually exclusive. PTS: 1 DIF: Moderate REF: p. 191 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 18. When a respondent exaggerates his income and education in an interview in order to make a favorable impression on the interviewer, this is an example of auspices bias. F This is social desirability bias. PTS: 1 DIF: Hard REF: p. 192 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 19. When an interviewer is not able to write fast enough to record the respondent’s answers verbatim, this is an example of interviewer error. T PTS: 1 DIF: Moderate REF: p. 193 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 20. Surveys 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. T PTS: 1 DIF: Moderate REF: p. 194 OBJ: LO: 09-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 21. An undisguised question limits the number of allowable responses. F This describes a structured question. An undisguised question is a straightforward question that assumes the respondent is willing to answer, and it could be structured or unstructured. PTS: 1 DIF: Moderate REF: p. 194 OBJ: LO: 09-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 22. When the same respondents are questioned several times over a period of months, this is an example of a structured study. F This is an example of a longitudinal study. PTS: 1 DIF: Moderate REF: p. 196 OBJ: LO: 09-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 23. A longitudinal study that gathers data from the same sample of individuals or households over time is called a repeated measures study. F This is a consumer panel. Cohort studies survey several different samples at different times. PTS: 1 DIF: Moderate REF: p. 196 OBJ: LO: 09-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 24. Total quality management is a business strategy that emphasizes market-driven quality as a top priority. T PTS: 1 DIF: Moderate REF: p. 197 OBJ: LO: 09-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 25. Implementing a total quality management program requires considerable survey research. T PTS: 1 DIF: Moderate REF: p. 198 OBJ: LO: 09-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension MULTIPLE CHOICE 1. The people who answer survey questions are referred to as _____. a. researchers b. clients c. respondents d. users C PTS: 1 DIF: Moderate REF: p. 185 OBJ: LO: 09-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 2. A survey can collect information using which of the following techniques? a. telephone b. face-to-face interviews c. mail d. all of these choices D PTS: 1 DIF: Moderate REF: p. 185 OBJ: LO: 09-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 3. Which of the following can be the target of survey research techniques? a. wholesalers b. employees c. consumers d. all of these choices D PTS: 1 DIF: Easy REF: p. 186 OBJ: LO: 09-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 4. All of the following are advantages of survey research EXCEPT _____. a. inexpensive b. random c. efficient d. accurate B PTS: 1 DIF: Hard REF: p. 187 OBJ: LO: 09-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 5. Two major sources of survey errors are _____. a. Type I and Type II errors b. random sampling error and systematic error c. respondent error and systematic error d. respondent error and interviewer error B PTS: 1 DIF: Moderate REF: p. 187 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 6. 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 B PTS: 1 DIF: Moderate REF: p. 188 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 7. Systematic errors are _____ because they include all sources of error other than those introduced directly by the sampling procedure. a. random sampling error b. interviewer error c. nonresponse error d. nonsampling errors D PTS: 1 DIF: Moderate REF: p. 188 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 8. 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 A PTS: 1 DIF: Moderate REF: p. 188 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 9. People who are not contacted or who refuse to cooperate are called _____. a. random errors b. biased respondents c. sample selection errors d. nonrespondents D PTS: 1 DIF: Moderate REF: p. 189 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 10. 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. interviewer error C PTS: 1 DIF: Hard REF: p. 189 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 11. People who are unwilling to participate in a research project are referred to as _____. a. refusals b. deviations c. no contacts d. random errors A PTS: 1 DIF: Moderate REF: p. 189 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 12. 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 B PTS: 1 DIF: Moderate REF: p. 189 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 13. 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, this is an example of _____. a. random sampling error b. self-selection bias c. auspices bias d. social desirability bias B PTS: 1 DIF: Hard REF: p. 190 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 14. 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 D PTS: 1 DIF: Moderate REF: p. 190 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 15. 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 D PTS: 1 DIF: Hard REF: p. 190 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 16. All of the following are types of response bias EXCEPT _____. a. acquiescence bias b. extremity bias c. self-selection bias d. interviewer bias C PTS: 1 DIF: Hard REF: p. 191 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 17. 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 D PTS: 1 DIF: Moderate REF: p. 192 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 18. 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 A PTS: 1 DIF: Hard REF: p. 192 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 19. 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 B PTS: 1 DIF: Moderate REF: p. 192 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 20. What type of error is caused by the improper administration or execution of the research task? a. bias error b. administrative error c. sampling error d. structural error B PTS: 1 DIF: Moderate REF: p. 193 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 21. All of the following are types of administrative errors EXCEPT _____. a. data-processing error b. sample selection error c. interviewer cheating d. response error D PTS: 1 DIF: Hard REF: p. 193 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 22. 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 A PTS: 1 DIF: Hard REF: p. 193 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 23. 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 C PTS: 1 DIF: Moderate REF: p. 193 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 24. 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. acquiescence error b. interviewer error c. auspices bias d. interviewer cheating B PTS: 1 DIF: Hard REF: p. 193 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 25. Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist? a. curbstoning b. auspices bias c. sugging d. mere-measurement effect A PTS: 1 DIF: Hard REF: p. 194 OBJ: LO: 09-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 26. Surveys are classified based on all of the following EXCEPT _____. a. number of questions b. method of communication c. degrees of structure and disguise in the questionnaire d. time frame in which the data are gathered A PTS: 1 DIF: Hard REF: p. 194 OBJ: LO: 09-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 27. Which type of question imposes a limit on the number of allowable responses? a. structured question b. undisguised question c. determinant question d. bounded question A PTS: 1 DIF: Moderate REF: p. 194 OBJ: LO: 09-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 28. When an interviewer asks the respondent to state which of six salary categories represents his gross income the previous year, this is an example of a(n): _____. a. unstructured question b. social desirability question c. structured question d. disguised question C PTS: 1 DIF: Hard REF: p. 194 OBJ: LO: 09-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 29. What type of question does not restrict the respondents’ answers? a. structured question b. unstructured question c. unbounded question d. ambiguous question B PTS: 1 DIF: Moderate REF: p. 194 OBJ: LO: 09-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 30. When an interviewer asks a respondent: "Why do you shop at Macy's department store?", this is an example of a(n) ____. a. structured question b. disguised question c. unstructured question d. curb-stone question C PTS: 1 DIF: Hard REF: p. 194 OBJ: LO: 09-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 31. Straightforward questions that assume the respondent is willing to answer are called _____. a. structured questions b. undisguised questions c. unstructured questions d. obvious questions B PTS: 1 DIF: Moderate REF: p. 194 OBJ: LO: 09-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 32. Data collected at a single point in time represent a _____. a. longitudinal study b. point study c. static study d. cross-sectional study D PTS: 1 DIF: Moderate REF: p. 195 OBJ: LO: 09-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 33. A researcher collecting data from households across the country at the same time is conducting a(n) _____ study. a. spanning b. longitudinal c. cross-sectional d. linked C PTS: 1 DIF: Hard REF: p. 195 OBJ: LO: 09-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 34. Which of the following is a survey of respondents at different times, thus allowing analysis of response continuity and changes over time? a. cross-sectional study b. longitudinal study c. time-based study d. structured study B PTS: 1 DIF: Moderate REF: p. 196 OBJ: LO: 09-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 35. Alice is participating in a research study in which she completes a questionnaire every year. She has been doing this for the past five years, and the purpose of the research is to study how consumers’ attitudes and preferences toward various food products change as they age. This type of study in which respondents are questioned at multiple points in time is called a _____. a. cross-sectional study b. longitudinal study c. permanent study d. structured study B PTS: 1 DIF: Hard REF: p. 195 OBJ: LO: 09-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 36. The United States Department of Defense is conducting a study in which it asks a group of veterans who were in the military during the 1980s to complete a survey every five years. The survey asks about health-related topics and examines how the health of this group of veterans changes as they age. This type of longitudinal study is referred to as a _____ study. a. longitudinal b. stepwise c. segmented d. progressive A PTS: 1 DIF: Hard REF: p. 196 OBJ: LO: 09-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 37. Longitudinal studies that survey several different samples at different times are called _____. a. cohort studies b. structured studies c. segmented studies d. linked studies A PTS: 1 DIF: Hard REF: p. 196 OBJ: LO: 09-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 38. One research firm uses successive samples the week following the Super Bowl each year to compare trends and identify changes in consumers’ awareness of and attitudes towards Super Bowl advertising. This type of longitudinal study is called a _____. a. consumer panel b. progressive study c. subsequent study d. tracking study D PTS: 1 DIF: Hard REF: p. 197 OBJ: LO: 09-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 39. Which of the following is a type of longitudinal study that gathers data from the same sample of individuals or households that record their purchases over time? a. cross-sectional study b. consistent sample c. consumer panel d. tracking study C PTS: 1 DIF: Moderate REF: p. 197 OBJ: LO: 09-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 40. Which of the following is a business strategy that emphasizes market-driven quality as a top priority? a. inside-out management b. outside-in management c. total quality management d. benchmark management C PTS: 1 DIF: Moderate REF: p. 197 OBJ: LO: 09-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 41. What is the first stage of the total quality management process? a. benchmarking stage b. continuous quality improvement stage c. initial quality improvement stage d. commitment and exploration stage D PTS: 1 DIF: Moderate REF: p. 198 OBJ: LO: 09-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 42. All of the following are stages in the total quality management process EXCEPT _____. a. benchmarking stage b. testing and revising stage c. continuous quality improvement stage d. commitment and exploration stage B PTS: 1 DIF: Hard REF: p. 198 OBJ: LO: 09-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 43. In which stage of the total quality management process does research establish quantitative measures that can serve as points of comparison against which to evaluate future efforts? a. exploration stage b. initial quality improvement stage c. benchmarking stage d. continuous quality improvement stage C PTS: 1 DIF: Moderate REF: p. 198 OBJ: LO: 09-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 44. Which dimension of quality is being studied for a Honda lawnmower when customers are asked to rate its ability to start on the first or second try? a. aesthetic design b. reliability c. serviceability d. competence B PTS: 1 DIF: Hard REF: p. 201 OBJ: LO: 09-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 45. Which dimension of quality is being studied for a Harley motorcycle when a survey asks them to record the number of years that they have owned that particular Harley? a. serviceability b. durability c. reliability d. features B PTS: 1 DIF: Hard REF: p. 201 OBJ: LO: 09-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application COMPLETION 1. The person who answers questions in a mail survey is called a(n) ______. 2. When primary data are collected by asking respondents questions, these data are generated by a(n) ______. 3. Chance variations in sampling due to the elements selected in the sample are called ______ error. 4. When a mistake in the implementation of the design of a research study is made, we say that the study has ______ error. 5. 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. 6. 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. 7. People who are not contacted or who refuse to cooperate are called ______. 8. Carly was not at home when a researcher called to conduct a survey. Carly is called a(n) ______. 9. 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) ______. 10. Highly opinionated respondents may create _____ bias because they are more likely to respond to surveys. 11. 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. 12. If the interviewer’s presence influences respondents to give untrue or modified answers, the survey will be marred by _____. 13. When a mistake is made in carrying out the design of a research study, this is called ______ error. 14. A researcher mistakenly entered data incorrectly into a spreadsheet. This type of error is called a(n) _____ error. 15. When an interviewer does not record the respondent's answers correctly, this is an example of ______ error. 16. When a respondent is asked to check his or her gender as Male or Female, this is an example of a(n) ______ question. 17. When an interviewer asks a respondent, "Why do you use that brand of dish soap?", this is an example of a(n) ______ question. 18. A(n) _____ study in one in which various segments of a population are sampled and data are collected at a single moment in time. 19. A group of consumers who participate in a longitudinal study in which they record their shopping behavior for food items is called a(n) ______ . 20. _____ is a business philosophy that emphasizes market-driven quality as a top organizational priority. ESSAY 1. Describe the purpose of surveys and the type of information that may be gathered in a survey. 2. 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. 3. Name and describe the types of response bias and give examples of each. 4. A company is interested in consumers’ attitudes toward its brands and how they may change over time. Is a cross-sectional study or a longitudinal study most appropriate? Explain. 5. Discuss the stages in the total quality management process and the importance of survey research at each stage.