Question 1

With computer automated telephone surveying, human intervention is needed to record the questions to be asked during the phone survey.

Accepted Answer

A) True 
 B)False

Question 2

Response latency is used as a measure of the relative preference for various alternatives.

Accepted Answer

A) True 
 B)False

Question 3

The various data- collection modes are mutually exclusive.

Accepted Answer

A) True 
 B)False

Question 4

is a method of last resort.

Accepted Answer

A)   Content analysis
B)   The mail interview
C)   Trace analysis
D)   The mall intercept interview

Question 5

According to Table 6.3 in the text, the comparative evaluation of survey methods, interviewers and supervisors involved in data collection refers to the criteria.

Accepted Answer

A)   social desirability/sensitive information
B)   perceived anonymity
C)   control of field force
D)   response rate

Question 6

An example of structured observation would be an auditor performing inventory analysis in a store.

Accepted Answer

A) True 
 B)False

Question 7

If the use of physical stimuli is necessary, such as the product, a product prototype, commercials, or promotional displays during the interview, in- home interviews are preferable to personal interviews conducted at central locations (mall intercept and CAPI).

Accepted Answer

A) True 
 B)False

Question 8

Which of the following statements about sample control is true?

Accepted Answer

A)   Mailing lists for mail surveys are sometimes unavailable, outdated, or incomplete.
B)   It can be difficult to prevent respondents from completing an Internet survey multiple times.
C)   It is possible to identify specific user groups within a mail panel and to direct the survey to households with specific characteristics.
D)   All of the above statements are true.

Question 9

Mail panels can be used to obtain information from the same respondents repeatedly.

Accepted Answer

A) True 
 B)False

Question 10

Table 6.3 in the text provides a comparative evaluation of survey methods. Which two methods were shown as high on the flexibility of data collection criteria?

Accepted Answer

A)   computer assisted telephone interviews (CATI) ; mall intercept interviews
B)   Internet; mall intercept interviews
C)   in- home interviews; mall intercept interviews
D)   in- home interviews; computer assisted telephone interviews (CATI)

Question 11

The Internet is the fastest method of obtaining data from a large number of respondents. There are many reasons for this speed. Which of the following is not one of those reasons?

Accepted Answer

A)   the speed with which the data are returned
B)   the speed with which the incentive is sent
C)   the speed with which the questionnaire is distributed to respondents
D)   the speed with which the questionnaire can be created

Question 12

Less effort is required of the respondent in a personal interview than in a telephone or mail interview.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following statements is true about ethnographic research?

Accepted Answer

A)   It is the study of human behavior in its natural context and involves observation of behavior and setting along with depth interviews.
B)   Sometimes audio and visual recordings are obtained.
C)   Both A and B are correct.
D)   Neither A nor B is correct.

Question 14

Telephones offer access to geographically dispersed respondents and hard to reach areas.

Accepted Answer

A) True 
 B)False

Question 15

The random digit dialing (rdd) technique is used to overcome the bias of business and recent numbers.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is a disadvantage of the survey method of data collection?

Accepted Answer

A)   Wording questions properly is not easy.
B)   The data obtained are reliable because the responses are limited to the alternatives stated.
C)   Coding, analysis, and interpretation of data are relatively simple.
D)   The questionnaire is simple to administer.

Question 17

Briefly discuss mechanical observation. What is it and why is it used? Describe two devices used for mechanical observation that do not require the respondent's direct participation.

Accepted Answer

In mechanical observation, mechanical de...

Question 18

It is best to view observation as a complement to survey methods, rather than as being in competition with them.

Accepted Answer

A) True 
 B)False

Question 19

Which statement is false concerning the different observation methods?

Accepted Answer

A)   Observation bias is high in the case of mechanical observation because a human observer is involved.
B)   Mechanical observation can vary widely from low to high structure depending upon on the methods used.
C)   The degree of disguise is low in the case of audits, as it is difficult to conceal the identity of auditors.
D)   The ability to observe in a natural setting is low in trace analysis because the observation takes place after the behavior has occurred.

Question 20

Mail surveys, mail panels, e- mail, and Internet surveys require a large field force.

Accepted Answer

A) True 
 B)False

Exam 6: Descriptive Research Design

The random digit dialing (rdd) technique is used to overcome the bias of business and recent numbers.

Correct AnswerverifiedShow Answer

It is best to view observation as a complement to survey methods, rather than as being in competition with them.

Correct AnswerverifiedShow Answer

Mail panels can be used to obtain information from the same respondents repeatedly.

Correct AnswerverifiedShow Answer

According to Table 6.3 in the text, the comparative evaluation of survey methods, interviewers and supervisors involved in data collection refers to the criteria.

Correct AnswerverifiedShow Answer

is a method of last resort.

Correct AnswerverifiedShow Answer

The various data- collection modes are mutually exclusive.

Correct AnswerverifiedShow Answer

Which of the following statements is true about ethnographic research?

Correct AnswerverifiedShow Answer

Table 6.3 in the text provides a comparative evaluation of survey methods. Which two methods were shown as high on the flexibility of data collection criteria?

Correct AnswerverifiedShow Answer

Less effort is required of the respondent in a personal interview than in a telephone or mail interview.

Correct AnswerverifiedShow Answer

The Internet is the fastest method of obtaining data from a large number of respondents. There are many reasons for this speed. Which of the following is not one of those reasons?

Correct AnswerverifiedShow Answer

Mail surveys, mail panels, e- mail, and Internet surveys require a large field force.

Correct AnswerverifiedShow Answer

With computer automated telephone surveying, human intervention is needed to record the questions to be asked during the phone survey.

Correct AnswerverifiedShow Answer

An example of structured observation would be an auditor performing inventory analysis in a store.

Correct AnswerverifiedShow Answer

If the use of physical stimuli is necessary, such as the product, a product prototype, commercials, or promotional displays during the interview, in- home interviews are preferable to personal interviews conducted at central locations (mall intercept and CAPI).

Correct AnswerverifiedShow Answer

Which of the following statements about sample control is true?

Correct AnswerverifiedShow Answer

Response latency is used as a measure of the relative preference for various alternatives.

Correct AnswerverifiedShow Answer

Which of the following is a disadvantage of the survey method of data collection?

Correct AnswerverifiedShow Answer

Which statement is false concerning the different observation methods?

Correct AnswerverifiedShow Answer

Telephones offer access to geographically dispersed respondents and hard to reach areas.

Correct AnswerverifiedShow Answer

Briefly discuss mechanical observation. What is it and why is it used? Describe two devices used for mechanical observation that do not require the respondent's direct participation.

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In mechanical observation, mechanical de...
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