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Chapter 4: Multiple Choice questions 1. The difference between the sample value and the true value in the population under study is referred to as: A. sampling error B. systematic error C. measurement error D. chance variation...

Chapter 4: Multiple Choice questions 1. The difference between the sample value and the true value in the population under study is referred to as: A. sampling error B. systematic error C. measurement error D. chance variation Ans: D Response: See page 125 Difficulty: Easy 4. _____________ results from mistakes or problems in the research design. A. Systematic error B. Processing error C. Interviewer error D. Random error Ans: A Response: See page 125 Difficulty: Easy 5. Which of the following would NOT be a type of sample design error? A. population specification error B. surrogate information error C. selection error D. frame error Ans: B Response: See page 125-126 Difficulty: Medium 6. The fact that not every household has a published phone number can cause which type of error in telephone surveys? A. sample frame error B. random error C. population specification error D. surrogate information error Ans: A 5-1 Response: See page 125 Difficulty: Medium 7. When a researcher uses an incomplete sampling frame for a study, this is referred to as __________. E. surrogate information error F. selection error G. frame error H. none of the above Ans: C Difficulty: Medium Response: See page 125 8. A manufacturer of desserts developed a new five-minute dessert. A marketing research firm surveyed females and found an overall poor response to the quickie dessert. A follow-up focus group revealed that working females without children were not interested in the new idea, but females with children were. What kind of error was evident in the initial survey? A. sample frame error B. random error C. population specification error D. surrogate information error Ans: C Response: See page 125-126 Difficulty: Medium 9. This type of sample design error can occur even when the population is correctly specified and a proper sample frame is being used. A. measurement error B. random error C. processing error D. selection error Ans: D Response: See page 126 Difficulty: Medium 10. A researcher hired students to conduct door-to-door interviews. While verifying responses, the researcher found that one interviewer surveyed consecutive houses in a particular subdivision, instead of selecting every third house. What kind of error has occurred here? A. selection error B. measurement error C. processing error D. interviewer error Ans: A 5-2 Response: See page 126 Difficulty: Medium 11. The Bureau of the Census reported that a more accurate estimate of the total population in the U.S. could be accomplished by a carefully selected sample, rather than with a census attempting to count all members of the population. What broad classification of errors is the researcher indirectly alluding to? A. random error B. selection error C. measurement error D. frame error Ans: C Response: See page 126 Difficulty: Difficult 12. A marketing researcher subcontracted data collection to a field services firm. After the data is collected, the researcher finds many mistakes. Skip patterns were not followed, and difficult questions were often left blank. The researcher contacts the interviewers and finds they received little or no training and no supervision. What kind of error is evident here? A. processing error B. interviewer error or bias C. surrogate information error D. measurement instrument bias Ans: B Response: See page 126-127 Difficulty: Medium 13. In the pretesting of a questionnaire, a researcher finds that respondents perceive several of the questions as biased, and others as confusing. If the researcher does not make revisions to the questionnaire, there will probably be a large amount of which of the following? A. processing error B. interviewer error C. surrogate information error D. measurement instrument bias Ans: D Response: See page 127 Difficulty: Medium 14. A questionnaire that is not computer coded, thereby increasing the complexity of inputting the questionnaire data into a database, will probably suffer from which of the following? A. processing error 5-3  B. interviewer error C. surrogate information error D. measurement instrument bias Ans: A Response: See page 127 Difficulty: Easy 15a. A researcher conducts a mail survey in a high-end area of Silicon Valley and finds that of the 3,000 questionnaires mailed out, only 150 are returned, for a 5% response rate. In addition, the census data for the area indicate a much higher income than that of the returned surveys. The type of error (bias) prominent here is: A. surrogate information error B. refusal rate error C. nonresponse bias (error) D. measurement instrument bias (error) Ans: C Response: See page 127 Difficulty: Difficult 15. In terms of refusal rate, very few respondents refuse to take a survey A. before the survey introduction B. after the introduction C. after the warm-up questions D. once the survey is well underway Ans: D Response: See page 127 Difficulty: Medium 16. At which point do people typically refuse to take a survey? a. before the survey introduction b. after the introduction c. after the warm-up questions d. once the survey is well underway e. the rate of refusal is about the same for each of the above Ans: A Difficulty: Medium Response: See page 127 17. When survey respondents deliberately falsify their income this is known as which type of bias? A. interviewer bias B. nonresponse bias C. measurement instrument bias 5-4  D. response bias Ans: D Response: See page 128 Difficulty: Easy 17b. When the researcher achieves a very low response rate, he/she should be concerned with ______________. A. surrogate information error B. refusal rate error C. nonresponse bias (error) D. measurement instrument bias (error) E. none of the above Ans: C Difficulty: Medium Response: See page 127 18. Which of the following is currently the least popular type of data collection? a. Internet surveys b. mall-intercept interviews c. door-to-door interviews d. telephone surveys Ans: C Difficulty: Easy Response: See page 129 19. A researcher is studying farmers in a developing country to see which types of government communications about crop rotation are most effective. What type of survey method is most likely to be used? A. Internet panel B. door-to-door interviews C. central location telephone D. self-administered interviews Ans: B Response: See page 129 Difficulty: Difficult 20. Which of the following is a disadvantage of mall-intercept interviewing over door-to-door interviewing? A. representative samples B. less travel time C. interviewer spends a higher percentage of their time doing interviews 5-5  D. lower sampling costs Ans: A Response: See page 131 Difficulty: Medium 21. Which of the following data collection techniques can produce excellent sample quality? A. executive interviews B. mall intercept C. central location telephone D. self-administered interviews Ans: C Response: See page 133 Difficulty: Medium 22. A researcher who wants to use probing should consider using which type of questionnaire? a. mail b. Internet c. telephone d. none of the above Ans: C Difficulty: Medium Response: See page 131-133 23. Which of the following is an advantage of CATI? a. automatically handling respondent selection b. automatically handling skip patterns c. eliminating selection bias d. computer tabulation of data can occur at any time e. All of the above are advantages of CATI. Ans: E Difficulty: Hard Response: See page 133-134 24. Which of the following is a disadvantage of CATI? A. increasing response rates and respondent cooperation B. automatically handling respondent selection and skip patterns C. customized questionnaires according to responses D. computer tabulation of data can occur at any time E. None of the above Ans: E 5-6 Response: See page 133-134 Difficulty: Medium 25. Which of the following is an example of a self-administered questionnaire? A. telephone survey B. door-to-door survey C. mail survey D. mall intercept Ans: C Response: See page 134-135 Difficulty: Easy 26. To determine how the same group of respondents feels at different points of time, the researcher must use what kind of study? a. mail b. Internet c. telephone d. longitudinal Ans: D Difficulty: Difficult Response: See page 137 27. A mail panel is a type of which kind of study? A. Ad hoc B. qualitative C. CATI D. Longitudinal Ans: D Response: See page 137 Difficulty: Medium 28. Which is NOT a tactic employed to increase mail survey response rates? A. Monetary Incentives B. Emotional Appeals C. Premiums D. Promise of future opportunities Ans: D Response: See page 137 Difficulty: Medium 5-7 29. Non-response bias occurs in ad-hoc mail surveys with which group of people? A. those with interest in the topic B. those with less education C. students D. men Ans: B Response: See page 137 Difficulty: Medium 30. If a researcher requires excellent sampling precision in a survey, the most likely method would be: A. central-location telephone interview with random-digit dialing B. online survey recruited through banner advertising on news websites C. intercept interviews conducted at major airports D. self-administered questionnaire distributed with delivered newspapers Ans: A Response: See page 139 Difficulty: Medium 31. A food products manufacturer would like to conduct a taste test of its new diet cookie. The most logical survey method would be: A. multiple Internet panels B. mall intercept interviews C. computer assisted telephone surveys D. mail surveys to grocery store employees Ans: B Response: See page 138 Difficulty: Medium True – False 32. Surveys have a low rate of usage in marketing research compared to other means of data collection. Ans: False Response: See page 123 Difficulty: Easy 5-8 33. The total amount of error in a particular project involving a survey is referred to as random error. Ans: False Difficulty: Hard Response: See page 124 34. Most marketing research is completely error free. Ans: False Difficulty: Medium Response: See pages 124-125 35. Although the odds are 50-50, if you flip a coin ten times, you could get 10 tails. Similarly in a survey with a very small sample size, you could get all females. This error is random sampling error. Ans: True Response: See pages 125 Difficulty: Medium 36. Random error can be reduced by increasing sample size. Ans: True Response: See page 125 Difficulty: Easy 37. A survey of Florida residents showed that respondents were more educated than the rate reported by the U.S. Census. This bias is called systematic error. Ans: True Response: See page 125 Difficulty: Medium 38. Using a phone book as a sampling frame is likely to result in sampling frame error. Ans: True Response: See page 125 Difficulty: Medium 39. A new mall intercept interviewer was nervous about his first day at work and decided to interview only his friends who had come to the mall. This error is called surrogate information error. ANSWER: False Response: See page 126 Difficulty: Medium 40. Measurement error is often a more serious threat to survey accuracy than is random error. 5-9 Ans: True Difficulty: Hard Response: See page 126 41. When interviewers falsify data, the type of error introduced is interviewer error. Ans: True Difficulty: Medium Response: See page 126 42. One of the major causes of surrogate information error is failure to properly define the research problem. Ans: True Difficulty: Medium Response: See page 126 43. Most of the refusals to participate in a survey occur after the introduction is read. ANSWER: False Response: See page 127 Difficulty: Medium 44. Across all survey methods, the majority of people refuse to answer surveys. Ans: True Response: See page 127 Difficulty: Medium 45. It is possible for respondents to falsify answers unconsciously. Ans: True Response: See page 129 Difficulty: Easy 46. Mall-intercept interviewing is seen as a low-cost alternative to door-to-door interviewing, if the population definition is that of mall shoppers. Ans: True Response: See page 131 5-10 Difficulty: Medium 47. Mall-intercept interviewing is being replaced by some researchers with in-store research. Ans: True Difficulty: Medium Response: See page 131 48. Random-digit dialing enables market researchers to reach households with unlisted phone numbers. Ans: True Response: See page 131-132 Difficulty: Easy 49. New technologies such as random-digit dialing, caller ID, and answering machines have increased the efficiency of telephone interviewing. Ans: False Response: See page 131-133 Difficulty: Medium 50. Most current telephone research is biased due to the fact that most people have abandoned land lines in favor of cell phones. Ans: False Difficulty: Hard Response: See page 131-133 51. Inability to probe is a major disadvantage of mail and self-administered interviews. Ans: True Response: See page 134 Difficulty: Easy 52. Mail surveys are a type of self-administered questionnaire. Ans: True Response: See page 134-136 Difficulty: Easy 53. An advantage of mail panel surveys is the ability to conduct longitudinal research. Ans: True 5-11 Response: See page 136 Difficulty: Easy 54. Ad hoc mail surveys generally produce higher response rates than mail panel surveys. Ans: False Response: See page 136-137 Difficulty: Medium 55. More people participate in mail surveys than in any other type of traditional survey research. Ans: True Difficulty: Hard Response: See page 138 56. Excellent samples can be obtained from central location telephone surveys. Ans. True Difficulty: Medium Response: See page 141 57. When employing special measurement techniques, the researcher should invoke a telephone interview. Ans. False Difficulty: Medium Response: See page 140 5-12