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Exam 5: Survey Research

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Question 1

Multiple Choice

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Of the following survey methods listed, which is likely to result in the lowest item nonresponse rate?

A) Mail survey
B) Door-to-door interview
C) Telephone interview
D) Mall intercept interview

E) A) and D)
F) All of the above

Correct Answer

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Question 2

Multiple Choice

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When an interviewer asks a respondent, 'Why do you shop at Coles?', it is an example of which type of question?

A) Disguised
B) Structured
C) Unstructured
D) Ill-defined

E) A) and B)
F) A) and C)

Correct Answer

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C

Question 3

True/False

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A category of sample bias resulting from some respondent actions or inaction is called respondent error.

Tracking studies assess aggregate trends over time, but do not allow you to track individuals over time.

A business that selects its sample from the phone book will have some random sampling error, because unlisted numbers are not included.

An advantage of kiosk interactive surveys, where respondents interact with an on-site computer, is that they can be used to help reduce self-selection bias.

An advantage of conducting personal interviews is that you can demonstrate new product ideas through the use of props and visual aids.

A persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameter is called sample bias.

Two general types of random sampling error are respondent error and administrative error.

A random bias exists when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter.

Response rates in email and online surveys have been found to be higher than in traditional survey methods.

Which of the following types of response bias is particularly prominent in new product research?

A bias that occurs because people who feel strongly about a subject are more likely to respond to survey questions than people who feel indifferent about it is referred to as:

Which of the following survey methods is most appropriate when the researcher needs to ask highly confidential questions?

A researcher who must ask highly confidential questions may use a mail survey to avoid interviewer bias.

The statistical differences between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond are referred to as:

Screening the questionnaire with other research professionals is a form of pretesting.

Screening your questionnaire with other research professionals will help identifying all of the following potential problems except:

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, it is an example of:

When a respondent tells an interviewer that his annual income last year was $40 000 (because he is embarrassed to admit that it was $20 000) , it is an example of: