Chapter 10—Survey Research: Communicating with Respondents. All Answers

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1. Interactive survey approaches are those that allow spontaneous two-way interaction between the interviewer and the respondent. T PTS: 1 DIF: Moderate REF: p. 206 OBJ: LO: 10-01 NAT: AACSB Re... flective Thinking| CB&E Model Research| Blooms Comprehension 2. An advantage of personal interviews is the opportunity for feedback. T PTS: 1 DIF: Moderate REF: p. 207 OBJ: LO: 10-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 3. The personal interview is especially useful for obtaining unstructured information. T PTS: 1 DIF: Moderate REF: p. 208 OBJ: LO: 10-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 4. The interaction between an interviewer and a respondent increases the chances that the respondent will answer all of the survey questions over what would be likely to occur in a mail survey. T PTS: 1 DIF: Easy REF: p. 209 OBJ: LO: 10-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 5. The presence of an interviewer typically decreases the response rate over what typically happens in a mail survey. F It typically increases the response rate over what typically happens in a mail survey. PTS: 1 DIF: Moderate REF: p. 209 OBJ: LO: 10-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 6. Personal interviews are typically less costly per respondent than telephone surveys. F Personal interviews are expensive, generally substantially more costly than mail, e-mail, Internet, and phone surveys. PTS: 1 DIF: Moderate REF: p. 210 OBJ: LO: 10-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 7. Door-to-door interviews are still used heavily by researchers. F Door-to-door interviews are becoming a thing of the past due to security reasons or executives who are too busy to grant personal interviews during business hours. PTS: 1 DIF: Moderate REF: p. 210 OBJ: LO: 10-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 8. Callbacks are attempts to reconnect individuals selected for the sample who were not available initially. T PTS: 1 DIF: Moderate REF: p. 211 OBJ: LO: 10-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 9. In a mall-interview, the interviewer is able to assemble a representative sample of the total population of people in the city. F Each mall has its own target market’s characteristics, and there is likely to be a larger bias than with careful household probability sampling. PTS: 1 DIF: Hard REF: p. 211 OBJ: LO: 10-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 10. Researchers cannot contact phone numbers on the National Do-Not-Call registry. F Telemarketers cannot call these numbers, but research efforts do not always fall under the legislation. PTS: 1 DIF: Hard REF: p. 212 OBJ: LO: 10-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 11. Respondents are typically more willing to answer potentially embarrassing questions in a phone interview than in a face-to-face interview. T PTS: 1 DIF: Easy REF: p. 213 OBJ: LO: 10-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 12. The problem of unlisted phone numbers can be partially resolved through the use of random digit dialing. T PTS: 1 DIF: Easy REF: p. 215 OBJ: LO: 10-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 13. Mail surveys can reach geographically dispersed respondents who are otherwise difficult to contact. T PTS: 1 DIF: Easy REF: p. 218 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 14. One disadvantage of mail surveys is that respondents can’t verify the information they put for answers. F Mail surveys allow respondents to check facts that they may be unable to recall. PTS: 1 DIF: Moderate REF: p. 218 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 15. The basic calculation for obtaining a response rate is to count the number of eligible people who were asked to participate in the survey, then divide that by the number of questionnaires returned or completed. F The basic calculation for obtaining a response rate is to count the number of questionnaires returned or completed, then divide that by the number of eligible people who were asked to participate in the survey. PTS: 1 DIF: Hard REF: p. 219 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 16. The first paragraph of a cover letter that accompanies a questionnaire should explain the purpose of the study. F The first paragraph of a cover letter that accompanies a questionnaire should explain why the study is important, not necessarily the purpose of the study. PTS: 1 DIF: Hard REF: p. 220 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 17. One way to increase response rates in mail surveys is to notify potential respondents in advance. T PTS: 1 DIF: Easy REF: p. 222 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 18. An Internet survey is the same thing as an e-mail survey. F E-mail surveys involve making the questionnaire available to a potential respondent via e-mail, whereas an Internet survey is a self-administered questionnaire posted on a website. An e-mail can include a hyperlink within the body of an e-mail that directs the respondent to a website that contains the questionnaire, in essence, making the e-mail an Internet survey at this point. PTS: 1 DIF: Moderate REF: p. 224| p. 225 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 19. The drop-box method of distributing self-administered questionnaires requires the interviewer to travel to the respondent’s location to drop off questionnaires that will be picked up later. F This is called the drop-off method. PTS: 1 DIF: Moderate REF: p. 223 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 20. Internet surveys allow researchers to vary the questions to respondents based on their answers to previous questions in the survey. T PTS: 1 DIF: Moderate REF: p. 227 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 21. Internet surveys have real-time data capture, which allows for real-time data analysis. T PTS: 1 DIF: Easy REF: p. 227 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 22. One drawback of Internet surveys is that they cannot be personalized for specific respondents. F Internet surveys allow researchers to personalize invitations to potential respondents to try to increase the response rate for the survey. PTS: 1 DIF: Moderate REF: p. 227 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 23. Using a kiosk interactive survey is a very effective means of collecting a representative sample. F Self-selection is a problem when a computer with a touch screen is used at a kiosk at a trade show to collect survey information. PTS: 1 DIF: Moderate REF: p. 228 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 24. A mixed-mode survey is a study that employs any combination of survey methods. T PTS: 1 DIF: Moderate REF: p. 229 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 25. Pretesting involves a trial run with a group of colleagues or actual respondents to iron out fundamental problems in the instructions or design of a questionnaire. T PTS: 1 DIF: Moderate REF: p. 231 OBJ: LO: 10-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge MULTIPLE CHOICE 1. Hale received a research questionnaire in the mail. He completed it and sent it back to the research company. Which type of survey approach is this research using? a. mixed-mode survey approach b. simple survey approach c. noninteractive survey approach d. interactive survey approach C PTS: 1 DIF: Hard REF: p. 206 OBJ: LO: 10-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 2. A personal interview may be conducted in which of the following locations? a. respondent's home b. shopping malls c. telephone d. all of these choices D PTS: 1 DIF: Easy REF: p. 206 OBJ: LO: 10-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 3. All of the following are advantages of personal interviews EXCEPT _____. a. interviewer influence b. opportunity for feedback c. probing complex answers d. high participation rate A PTS: 1 DIF: Hard REF: p. 207 OBJ: LO: 10-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 4. "Can you tell me more about what you mean by that?" is an example of a(n)_____. a. sequence b. follow-up c. probe d. drop-off C PTS: 1 DIF: Hard REF: p. 208 OBJ: LO: 10-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 5. Failure of a respondent to provide an answer to a survey question is called a(n) _____. a. drop-off respondent b. item nonresponse c. callback d. missing item B PTS: 1 DIF: Moderate REF: p. 209 OBJ: LO: 10-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 6. A disadvantage of personal interviews is ____. a. interviewer influence b. high cost c. lack of anonymity of respondent d. all of these choices D PTS: 1 DIF: Easy REF: p. 209 OBJ: LO: 10-01 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 7. Personal interviews conducted at respondents’ doorsteps in an effort to increase the participation rate in the survey are referred to as _____ interviews. a. home-based b. local c. home-intercept d. door-to-door D PTS: 1 DIF: Moderate REF: p. 210 OBJ: LO: 10-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 8. Attempts to recontact individuals selected for a sample who were not available initially are known as _____. a. callbacks b. rebounds c. recontacts d. tracers A PTS: 1 DIF: Moderate REF: p. 211 OBJ: LO: 10-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 9. Interviews with respondents that take place in shopping malls are called _____. a. pretesting b. mall intercept interviews c. the drop-off method of surveys d. mixed-mode surveys B PTS: 1 DIF: Easy REF: p. 211 OBJ: LO: 10-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 10. Which of the following has been considered the mainstay of commercial survey research for years? a. mall-intercept interviews b. Internet surveys c. telephone interviews d. e-mail surveys C PTS: 1 DIF: Moderate REF: p. 212 OBJ: LO: 10-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 11. Which of the following is FALSE regarding mobile phone interviews? a. Phones have varying abilities for automated responses and differing keypads. b. Area codes for mobile phones are not necessarily tied to geography. c. Telemarketing calls can be directed toward mobile phone numbers in the United States, but it is illegal to do so in Europe. d. The recipient of a mobile phone call is even more distracted than the recipient of a home or office call. C PTS: 1 DIF: Hard REF: p. 213 OBJ: LO: 10-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 12. Which of the following eliminates the counting of names in a list and subjectively determining whether a telephone directory listing is a business, institution, or legitimate household? a. mixed-mode survey b. predictive calling c. computer-assisted telephone interviewing (CATI) d. random digit dialing D PTS: 1 DIF: Moderate REF: p. 215 OBJ: LO: 10-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 13. A callback procedure should be used for all of the following situations EXCEPT _____. a. a busy signal b. a respondent who does not answer the phone c. a respondent who is not at home d. a respondent who answers but refuses to participate D PTS: 1 DIF: Easy REF: p. 215 OBJ: LO: 10-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 14. When a research agency conducts all telephone interviews from one location where they can hire a staff of professional interviewers and supervise and control the quality of interviewing more effectively, this is an example of _____. a. central location interviewing b. single-mode interviewing c. synergistic interviewing d. quick-response interviewing A PTS: 1 DIF: Moderate REF: p. 215 OBJ: LO: 10-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 15. Call Interactive, Inc. is a telephone survey research firm. Telephone interviewers sit at computer monitors that display the questions one question at a time along with precoded possible responses for each question. The interviewer reads the question, and when the respondent answers, the interviewer enters his or her answers directly into the computer. This is an example of _____. a. voice-activated telephone interviewing b. computer-assisted telephone interviewing c. random digit dialing d. noninteractive interviewing B PTS: 1 DIF: Hard REF: p. 216 OBJ: LO: 10-02 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 16. 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 A PTS: 1 DIF: Moderate REF: p. 217 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 17. For mail surveys, the time period between the first mailing and the cut-off date after which no additional surveys will be analyzed is typically about _____. a. 1 week b. 2-3 weeks c. 4-5 weeks d. 6-8 weeks D PTS: 1 DIF: Moderate REF: p. 219 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 18. 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. turnover rate b. return ratio c. response rate d. success rate C PTS: 1 DIF: Moderate REF: p. 219 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 19. Suppose that a mail survey is sent to 220 people and 20 surveys are returned because they were mailed to the wrong address. If completed surveys are received from 60 people, the response rate for this study was _____. a. 27.3 percent b. 30 percent c. 40 percent d. 55.6 percent B PTS: 1 DIF: Hard REF: p. 219 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 20. The cover letter for a mail survey should include all of the following EXCEPT _____. a. a description of the incentive for participating in the study b. a comment on the postage-paid reply envelope to use to return the survey c. a description of how the person was selected for the study d. names of other potential respondents D PTS: 1 DIF: Hard REF: p. 220 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 21. Which of the following has typically been shown to produce the highest response rates in mail surveys as an incentive for participation in the study? a. an enclosed ball-point pen b. a monetary incentive c. an appeal for help d. a donation to a charity B PTS: 1 DIF: Hard REF: p. 220 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 22. All of the following are ways to increase response rates for mail surveys EXCEPT _____. a. cover letter b. interesting questions c. advance notification d. always revealing the sponsor of the research D PTS: 1 DIF: Hard REF: p. 220 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 23. For mail surveys, the ______ attempts made to try to obtain a returned survey from a potential respondent, the ______ their chance of their responding to the survey. a. more; less b. fewer; greater c. more; greater d. none of these choices C PTS: 1 DIF: Moderate REF: p. 221 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 24. Which of the following is an advantage of including a questionnaire in an e-mail? a. lower distribution costs than a mail survey b. faster turnaround time than a mail survey c. faster speed of distribution d. all of these choices D PTS: 1 DIF: Easy REF: p. 224 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 25. A(n) _____ survey is a self-administered questionnaire posted on a website. a. e-mail b. kiosk c. Internet d. electronic C PTS: 1 DIF: Easy REF: p. 225 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 26. Susan completed a self-administered questionnaire on what attributes make up a good manager posted at Zoomerang.com. What type of survey did Susan complete? a. Internet survey b. mixed-mode survey c. computer-assisted interactive survey d. networked survey A PTS: 1 DIF: Hard REF: p. 225 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 27. All of the following are advantages of Internet surveys EXCEPT _____. a. random sampling b. speed c. visual appeal d. accurate real-time data capture A PTS: 1 DIF: Hard REF: p. 225 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 28. Carly was called by a researcher and asked a few questions about her driving habits. The researcher then asked her to go to a website 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. multidimensional survey c. combination survey d. mixed-mode survey D PTS: 1 DIF: Hard REF: p. 229 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application 29. Which of the following methods offers the lowest degree of geographic flexibility? a. telephone interview b. door-to-door personal interview c. Internet survey d. mail survey B PTS: 1 DIF: Hard REF: p. 230 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 30. Which of the following survey research methods offers the lowest degree of respondent anonymity? a. telephone interview b. mail survey c. mall intercept interview d. Internet survey C PTS: 1 DIF: Hard REF: p. 230 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 31. Which of the following survey research methods is the most expensive? a. door-to-door personal interview b. mall intercept personal interview c. telephone interview d. mail survey A PTS: 1 DIF: Hard REF: p. 230 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 32. Which of the following has the highest item non-response rate? a. door-to-door interview b. mail survey c. telephone interview d. Internet survey B PTS: 1 DIF: Hard REF: p. 230 OBJ: LO: 10-03 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 33. 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 B PTS: 1 DIF: Moderate REF: p. 231 OBJ: LO: 10-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge 34. Which of the following can be considered to be a pretest? a. screening the questionnaire with other research colleagues b. screening the questionnaire with a client or the research manager who ordered the research c. a trial run with data collected from a small number of respondents d. all of these choices D PTS: 1 DIF: Easy REF: p. 231 OBJ: LO: 10-04 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension 35. Which of the following is an ethical issue in survey research? a. respondents’ right to privacy b. respondents’ right to be informed about the purpose of the research c. need for objectivity in reporting data d. all of these choices D PTS: 1 DIF: Easy REF: p. 231 OBJ: LO: 10-05 NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension COMPLETION 1. A survey approach that does not facilitate two-way communication is called a(n) _____ survey approach. 2. A face-to-face communication in which an interviewer asks a respondent questions is called a(n) ______. 3. When a respondent fails to answer a survey question in a personal interview, this is called an item ______. 4. An attempt to recontact a potential respondent in a phone survey when no one answered the phone on a previous attempt is called a(n) ______. 5. When a respondent is asked to participate in a research study while walking through a shopping mall, this is an example of a(n) ______. 6. When use of telephone exchanges and random numbers to develop a sample of respondents in a landline phone survey is used, this is called ______. 7. Conducting telephone interviews from one location allowing firms to hire a staff of professional interviewers and to supervise and control the quality of interviewing more effectively is called _____ interviewing. 8. When a respondent is asked to read the questions on a survey and to answer them by himself or herself in writing, this is an example of a(n) ______. 9. A self-administered questionnaire that is sent to potential respondents through the mail is called a(n) ______ survey. 10. The percentage found when the number of completed surveys returned in a mail survey is divided by the total number of sample members provided a chance to participate is known as the ______. 11. The letter that is on top of a mail survey that explains why the potential respondent should fill out the survey is called the ______. 12. When the researcher travels to the respondent's place of business and leaves a survey to be filled out and that she will pick up the next day, this method of questionnaire distribution is called the ______ . 13. A self-administered questionnaire posted on a website is called a(n) ______ survey. 14. _____ are windows that open on a computer screen to prompt the user to enter information. 15. When a researcher uses a "trial run" with a group of people to try to discover any problems with a survey before it is mailed to the sample of potential respondents, this is called a(n) ______ of the survey. ESSAY 1. Discuss the advantages and disadvantages of conducting surveys using personal interviews. 2. Explain how computer technology has enhanced telephone interviewing. 3. Discuss the advantages and disadvantages of mail surveys. 4. Explain how response rates are determined for surveys and discuss ways to increase response rates for mail surveys. 5. Compare and contrast door-to-door personal interviews with telephone interviews with respect to speed of data collection, geographic flexibility, respondent cooperation, and questionnaire length. 6. A business research company has been commissioned to conduct an Internet survey with 5,000 potential respondents. Explain how a researcher can uncover potential problems with a survey design before launching it. [Show More]

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