BA 5310bChapter 9--Survey Research

Chapter 9--Survey Research: An Overview Student: ___________________________________________________________________________ 1. The purpose of survey research is to collect secondary data. True False 2. The people wh ...

Chapter 9--Survey Research: An Overview Student: ___________________________________________________________________________ 1. The purpose of survey research is to collect secondary data. True False 2. The people who answer survey questions are called respondents. True False 3. Most survey research is descriptive research. True False 4. Some aspects of surveys may be qualitative. True False 5. Surveys provide accurate means of assessing information about a population, but they are expensive and an inefficient means of doing so. True False 6. Survey research techniques and standards are still quite unscientific. True False 7. Two major sources of survey error are random sampling error and nonrandom sampling error. True False 8. Unless sample size is increased, random sampling errors are unavoidable in survey research. True False9. Systematic errors are also called sampling errors. True False 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. True False 11. Two general categories of systematic error are Type I errors and Type II errors. True False 12. Nonresponse is a type of interviewer error. True False 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. True False 14. No contacts occur when people are unwilling to participate in the research. True False 15. Self-selection biases in survey research overrepresent indifferent responses and underrepresent extreme consumer positions. True False 16. A response bias occurs when respondents tend to answer questions with a certain slant. True False 17. The categories of response bias are mutually exclusive from one another. True False18. 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. True False 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. True False 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. True False 21. An undisguised question limits the number of allowable responses. True False 22. When the same respondents are questioned several times over a period of months, this is an example of a structured study. True False 23. A longitudinal study that gathers data from the same sample of individuals or households over time is called a repeated measures study. True False 24. Total quality management is a business strategy that emphasizes market-driven quality as a top priority. True False 25. Implementing a total quality management program requires considerable survey research. True False26. The people who answer survey questions are referred to as _____. A. researchers B. clients C. respondents D. users 27. 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 28. Which of the following can be the target of survey research techniques? A. wholesalers B. employees C. consumers D. all of these choices 29. All of the following are advantages of survey research EXCEPT _____. A. inexpensive B. random C. efficient D. accurate 30. 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 31. 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 error32. 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 33. 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 34. People who are not contacted or who refuse to cooperate are called _____. A. random errors B. biased respondents C. sample selection errors D. nonrespondents 35. 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 36. People who are unwilling to participate in a research project are referred to as _____. A. refusals B. deviations C. no contacts D. random errors 37. 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 error38. 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 39. 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 40. 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 41. All of the following are types of response bias EXCEPT _____. A. acquiescence bias B. extremity bias C. self-selection bias D. interviewer bias 42. 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 bias43. 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 44. 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 45. 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 46. All of the following are types of administrative errors EXCEPT _____. A. data-processing error B. sample selection error C. interviewer cheating D. response error 47. 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 bias48. 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 49. 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 50. 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 51. 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 52. 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 53. 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 question54. What type of question does not restrict the respondents’ answers? A. structured question B. unstructured question C. unbounded question D. ambiguous question 55. 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 56. Straightforward questions that assume the respondent is willing to answer are called _____. A. structured questions B. undisguised questions C. unstructured questions D. obvious questions 57. Data collected at a single point in time represent a _____. A. longitudinal study B. point study C. static study D. cross-sectional study 58. 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 59. 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 study60. 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 61. 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 62. Longitudinal studies that survey several different samples at different times are called _____. A. cohort studies B. structured studies C. segmented studies D. linked studies 63. 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 64. 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 study65. 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 66. 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 67. 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 68. 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 69. 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. competence70. 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 71. The person who answers questions in a mail survey is called a(n) ______. ________________________________________ 72. When primary data are collected by asking respondents questions, these data are generated by a(n) ______. ________________________________________ 73. Chance variations in sampling due to the elements selected in the sample are called ______ error. ________________________________________ 74. When a mistake in the implementation of the design of a research study is made, we say that the study has ______ error. ________________________________________ 75. 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. ________________________________________ 76. 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. ________________________________________ 77. People who are not contacted or who refuse to cooperate are called ______. ________________________________________78. Carly was not at home when a researcher called to conduct a survey. Carly is called a(n) ______. ________________________________________ 79. 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) ______. ________________________________________ 80. Highly opinionated respondents may create _____ bias because they are more likely to respond to surveys. ________________________________________ 81. 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. ________________________________________ 82. If the interviewer’s presence influences respondents to give untrue or modified answers, the survey will be marred by _____. ________________________________________ 83. When a mistake is made in carrying out the design of a research study, this is called ______ error. ________________________________________ 84. A researcher mistakenly entered data incorrectly into a spreadsheet. This type of error is called a(n) _____ error. ________________________________________ 85. When an interviewer does not record the respondent's answers correctly, this is an example of ______ error. ________________________________________86. When a respondent is asked to check his or her gender as Male or Female, this is an example of a(n) ______ question. ________________________________________ 87. When an interviewer asks a respondent, "Why do you use that brand of dish soap?", this is an example of a(n) ______ question. ________________________________________ 88. A(n) _____ study in one in which various segments of a population are sampled and data are collected at a single moment in time. ________________________________________ 89. A group of consumers who participate in a longitudinal study in which they record their shopping behavior for food items is called a(n) ______ . ________________________________________ 90. _____ is a business philosophy that emphasizes market-driven quality as a top organizational priority. ________________________________________ 91. Describe the purpose of surveys and the type of information that may be gathered in a survey.92. 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. 93. Name and describe the types of response bias and give examples of each. 94. 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. 95. Discuss the stages in the total quality management process and the importance of survey research at each stage.