Verified Test Bank Ch9 Stage 2 Data Collection Design Survey

Business Research Methods, 13e (Schindler)

Chapter 9 Stage 2: Data Collection Design: Survey Research

1) A communication approach to data collection involves ________.

A) observing behavior

B) recording trace evidence

C) surveying people

D) data analytics

E) linguistic behavior analysis

2) Surveys are used in ________ research studies.

A) monitoring

B) communication

C) observation

D) behavioral observation

E) nonbehavioral observation

3) All of the following are sources of error in communication research except ________.

A) measurement questions

B) observers

C) survey questionnaires

D) interviewers

E) participants

4) Emma is responding to a survey about her experience using the NetFlix streaming delivery service. One question on the questionnaire asks "How satisfied are you with your overall experience with NetFlix?" The questionnaire response options provided are Strongly Agree to Strongly Disagree. Which of the following sources of error in communication research is present in this example?

A) Measurement questions

B) Observers

C) Interviewers

D) Participants

E) All of the above are correct.

5) Rachel is conducting telephone interviews for Redbox on perceptions of its new "No Late Fees" program. When she interviews customers of the Redbox service, she tends to change the wording of the question from "How loyal are you to using Redbox for your rental needs?" to "So you aren't loyal to Redbox, are you?" Which of the following sources of error in communication research is present in this example?

A) Measurement questions

B) Observers

C) Interviewers

D) Participants

E) All of the above are correct.

6) Mike resents getting calls from telemarketers and pollsters. A research firm called yesterday to question him concerning his preference for radio stations. When Mike was asked to report his household income, he inflated his income to the highest range offered. He also misreported his age and occupation. Which of the following sources of error in communication research is presented in this example?

A) Measurement questions

B) Observers

C) Interviewers

D) Participants

E) All of the above are correct.

7) The failure to secure full participant cooperation for a study can result in ________ error.

A) measurement

B) instrumentation

C) data entry

D) sampling

E) nonresponse

8) Interviewer error may be caused by ________.

A) an unwillingness to participate

B) participant faulty recall

C) the falsification of answers

D) social desirability responding

E) All of the above are correct.

9) Which type of error occurs when the interviewer summarizes or interprets participant answers when recording them?

A) Measurement

B) Instrumentation

C) Interviewer

D) Participant

E) Nonresponse

10) Which of the following factors will tend to decrease participant motivation?

A) Prestige of research sponsor

B) Perceived importance of the topic

C) Interest in the topic

D) Competing activities

E) Conscientiousness

11) A study reported in the Journal of Management Research concluded that individuals are more motivated to respond to surveys when ________.

A) the topic is important

B) incentives are offered

C) participants have a strong social network

D) they can respond at work

E) they know others like themselves have already responded

12) ________ occurs when the responses of participants differ in some systematic way from the responses of nonparticipants.

A) Measurement error

B) Data entry error

C) Sampling error

D) Response error

E) Nonresponse error

13) David's Bridal is conducting a survey of the trends in dress preferences among women who will marry sometime in the next 12 months. Questionnaires were mailed to 100,000 women, but only 1000 responded resulting in a response rate of 1%. This study is threatened by ________.

A) nonresponse error

B) response error

C) sampling error

D) measurement error

E) coverage error

14) In a telephone survey, one question asks participants whether they have donated money to the American Red Cross following the recent flood and fire loss disasters. This type of question is subject to ________.

A) nonresponse bias

B) acquiescence

C) social desirability bias

D) satisficing

E) sampling error

15) The tendency for participants to give answers that are perceived as being socially acceptable, whether or not the answers are truthful, is known as ________.

A) nonresponse

B) item nonresponse

C) acquiescence

D) social desirability bias

E) impression management

16) The tendency for participants to be agreeable is called ________.

A) social desirability responding

B) acquiescence bias

C) elaboration likelihood

D) agreeableness

E) conscientiousness

17) Self-administered questionnaires may be delivered via all of the following channels except ________.

A) mail

B) fax

C) telephone

D) Internet

E) smartphone

18) Which type of communication data collection is typically the lowest-cost option?

A) Self-administered

B) Telephone interview

C) Personal interview

D) Record analysis

E) Observation

19) An instrument completed by the participant without additional contact with an interviewer beyond the initial delivery of the instrument is called a ________.

A) computer-assisted self-interview

B) disk-by-mail survey

C) mail survey

D) self-administered questionnaire

E) Web survey

20) Which of the following is not a reason for the growth in Web-based surveys?

A) Participant perceptions of anonymity

B) Ability to use visual stimuli

C) Speed of response

D) Cost efficiencies

E) Recruiting a probability sample is easy

21) Surveys conducted via the Internet or mobile phone reduce costs by eliminating the costs associated with ________.

A) interviewers

B) postage

C) data entry

D) printing

E) All of the above are correct.

22) Sample accessibility is generally maximized by the use of ________ surveys.

A) telephone

B) mobile phone

C) mail

D) Internet

E) fax

23) Confusion between telemarketing calls and legitimate telephone surveys has caused an increase in ________.

A) noncontract rate

B) refusal rate

C) social desirability bias

D) acquiescence bias

E) physical presence bias

24) The survey mode with the greatest perceived anonymity is the ________.

A) electronic mail (e-mail) survey

B) mail survey

C) telephone survey

D) person-administered survey

E) intercept survey

25) The participants' perceptions that the interviewer will not be able to discern their identity refers to the ________.

A) response rate

B) social desirability responding

C) perception of anonymity

D) refusal rate

E) incidence rate

26) One rule of thumb is that participants should be able to answer the questions in a self-administered survey in no more than ________.

A) 10 minutes

B) 15 minutes

C) 30 minutes

D) 45 minutes

E) There are no guidelines related to survey length.

27) The ________ suggests that a participant's burden should be minimized in the survey response process by creating questionnaires that are easy to read, offer clear response directions, include personalized communication, notify the participant about the survey in advance, and encourage the participant to participate.

A) Survey Design Bible

B) economic decision-making literature

C) Total Design Method

D) Gallup Organization

E) theory of reciprocation

28) Which type of incentive has been shown to consistently improve response rates to surveys?

A) Free product samples

B) Money

C) Gift certificates

D) Prize draw chance

E) Receipt of poststudy results

29) Response rates to self-administered surveys can be improved by using all of the following techniques except ________.

A) advance notification

B) reminders to complete

C) promise of anonymity

D) monetary incentives

E) appeal for participation

30) The presence of a(n) ________ is the primary difference between a computer-assisted telephone interview and a computer-administered telephone survey.

A) computer

B) human interviewer

C) supervisor

D) participant

E) recording device

31) Phoebe is working at a call center for a research company. She sits in an individual carrel with a personal computer that is networked to the phone system and to the central data processing unit. The computer selects telephone numbers, dials each number, and accepts responses as Phoebe enters what the participants tell her. A software program prompts her with each question and precoded response options. Phoebe is collecting data using ________.

A) computer-assisted telephone interviewing

B) OTS software

C) computer-administered telephone surveys

D) computer-delivered surveys

E) computer-assisted personal interviewing

32) For which type of telephone interview is the refusal rate the highest?

A) Computer-assisted telephone interviewing

B) OTS

C) Computer-administered telephone surveys

D) Computer-delivered surveys

E) Computer-assisted personal interviewing

33) The ratio of those contacted who decline the interview to all eligible contacts is the ________ rate.

A) nonresponse

B) noncontact

C) incidence

D) refusal

E) reachable

34) Which term below refers to the ratio of potential contacts that were never reached to all potential contacts?

A) Nonresponse

B) Noncontact

C) Incidence

D) Refusal

E) Reachable

35) Which of the following trends is increasing the noncontact rate associated with telephone surveys?

A) Penetration of mobile telephones

B) Replacement of land line telephones with mobile telephones

C) Caller identification systems on phones

D) Voice mail systems on phones

E) All of the above are correct.

36) Which of the following trends is increasing the refusal rate associated with telephone surveys?

A) Penetration of mobile telephones

B) Replacement of land line telephones with mobile telephones

C) Caller id systems

D) Negative attitudes toward survey participation

E) Voice mail

37) Which limitation listed below can be overcome by the use of random dialing in telephone surveys?

A) Inaccessible households

B) Inaccurate or private listings in the telephone book

C) Limited interview length

D) Ease of interview termination

E) Low participant involvement

38) Personal interviewing with computer-sequenced questions capable of employing visualization techniques is called ________.

A) computer-assisted telephone interviewing

B) computer-administered telephone interviewing

C) computer-assisted personal interviewing

D) computer-administered surveying

E) personal-assisted computer interviewing

39) Which of the following is not a type of personal interview data collection method?

A) In-home

B) Mall intercept survey

C) Computer-assisted personal interview

D) Email survey

E) All of the above are personal interview methods.

40) Of the three locations provided, an intercept interview is most likely to occur at a ________.

A) mall

B) school

C) hospital

D) home

E) All of the above are correct.

41) Brittany is considering an intercept survey as the data collection mode for her study on drinking behaviors and sexual activity. To execute this type of study, she could ________.

A) email a questionnaire to students

B) mail a questionnaire to a student's permanent address

C) approach students outside the dining hall

D) telephone students using cell phone numbers

E) text message students using cell phone numbers

42) Which term is used to describe the act of obtaining permission to survey prospects or customers?

A) Opt-in

B) Choice

C) Opt-out

D) Informed consent

E) Direct surveying

43) Which data collection mode imposes the fewest time constraints on the participant?

A) Mail

B) Telephone

C) Computer-administered

D) CATI

E) CAPI

44) In considering the use of a Web survey for conducting surveys of the general population, the greatest disadvantage of the mode is ________.

A) cost

B) participant's perceived anonymity

C) inconsistent Internet coverage

D) ability to do numerous surveys over time

E) geographic scope of participants

45) People who volunteer to join a community and express willingness to participate in surveys as part of that community are called panels.

46) The mobile phone is the fastest growing survey data collection mode. Which of the following would not be a reason for the growth in this mode?

A) Speed of response

B) Immediate data entry

C) Ability to incorporate pictures and video uploads from participants

D) Ability to customize survey to participant's location

E) All of the above are reasons.

47) A participant does not know the answer to a survey question, but there is not a "Don't know" response option offered so they choose an answer randomly; a ________ will occur.

A) response error

B) measurement error

C) sampling error

D) nonresponse error

E) unit nonresponse

48) Which type of data collection mode is most appropriate for a survey requiring 45 minutes to complete?

A) Telephone

B) Computer-administered telephone

C) Mail

D) Online

E) Intercept

49) Collecting data over time using a panel of participants cannot be used with ________ surveys?

A) telephone

B) computer-administered telephone

C) mail

D) online

E) intercept

50) Response error in surveys occurs when ________ surveys?

A) interviewer modifies the questions between participants

B) participant gives an inaccurate answer

C) interviewer fails to encourage a participant to take a survey

D) participant answers only some of the questions on a questionnaire

E) None of the above is correct.

51) Your instructor provides to each student a URL link via email to a course evaluation following the last class session. Sally accesses her university intranet and completes the survey using her iPad. This is an example of a(n) ________.

A) self-administered survey

B) computer-assisted self-interview

C) electronic e-mail survey

D) mobile/Web survey

E) None of the above is correct.

52) The failure to secure full participant cooperation for a study can result in ________ error.

A) measurement question

B) observer

C) interviewer

D) participant

E) All of the above are correct.

53) Which of the following might cause physical presence bias in survey research?

A) Body language of the participant

B) Language used by the participant

C) Clothing of the interviewer

D) Age of the interviewer

E) Clothing of the interviewer and age of the interviewer

54) A special characteristic of surveys via personal and telephone interviews, compared to self-administered surveys, is the ability to use probes.

55) An individual with a reputation for community involvement refuses to participate in a self-administered survey about the need for critical infrastructure improvements in their county (roads, bridges, sewer, power). Which factor affecting participation is likely a major factor in her refusal?

A) Participation must be perceived as having no negative consequences.

B) Participation must reinforce self-image as a dutiful citizen.

C) Participation must reinforce image of self-importance.

D) Participation should not make the participant feel ignorant or diminished.

E) Participant must have liking or compassion for interviewer.

56) If a participant chooses not to answer a particular question on a survey, they are executing their ________.

A) right to privacy

B) informed consent

C) right to confidentiality

D) right of safety

E) right to quality research

57) If a participant is not told the topics that will be covered in a questionnaire, prior to asking for their consent to participate, the research includes deception.

58) If an interviewer does not tell the participant the research objective of the survey, prior to asking for participant consent, the research includes deception.

59) Mobile surveys have severe limitations on their depth of topic coverage.

60) When a business uses agile research methodology for a self-administered survey, they do so to increase the speed of completing the project.

61) If a business has only one or two measurement questions to which it needs answers, it can obtain the answers from a large sample by using an omnibus survey.

62) In a phone survey, the interviewer makes discouraging noises when participants make a particular choice with which the interviewer does not agree. Which source of interviewer error should be of concern?

A) Failure to record answers accurately or completely

B) Failure to secure participant cooperation

C) Failure to consistently execute interview procedures

D) Inappropriate influencing behavior

E) Physical presence bias

63) An individual believes that they will get more unwanted telemarketing calls if they participate in a telephone survey. Which factor affecting survey participation is affected?

A) Participation must be perceived as pleasant and satisfying.

B) Participation must be perceived as relevant.

C) Participation must be perceived as having no negative consequences.

D) Participation must be perceived as enhancing personal prestige or self-worth.

E) Participation must not conflict with other important activities.

64) An organization trains boy scouts to conduct a telephone survey of adults about candy consumption. The boys introduce themselves as a member of a local boy scout troop. Their survey has a very low refusal rate. This is likely based on which factor affecting participation?

A) Participation must be perceived as eliminating loneliness.

B) Participation must be perceived as relevant.

C) Participant must have a liking or compassion for interviewer.

D) Participation must be perceived as enhancing personal prestige or self-worth.

E) Participation must not conflict with other important activities.

65) An avid nonsmoker is intercepted in the mall for a survey about the use of electronic nicotine-vapor devices. She refuses to participate. Her refusal is likely most influenced by which factor affecting participation?

A) Participation must be perceived as having no negative consequences.

B) Participation must reinforce self-image as a dutiful citizen.

C) Participation must reinforce image of self-importance.

D) Participation must be on a topic the participant likes.

E) Participant must have liking or compassion for interviewer.

66) Submitting your questionnaire for Institutional Review Board review is a process for ensuring that questionnaire complies with government guidelines to protect participants from harm. This addresses which ethical right?

A) Right to privacy

B) Informed consent

C) Right to confidentiality

D) Right to safety

E) Right to quality research

67) Identify the three categories of error in communication research. Explain how each source can contribute to error.

68) Explain the meaning of nonresponse error. How can researchers reduce the potential for nonresponse error in surveys?

69) Compare and contrast computer-assisted telephone interviewing with the use of computer-administered telephone surveys.