Essentials of Marketing Research 5th Edition Zikmund Test Bank

Essentials of Marketing Research 5th
Edition Zikmund Test Bank

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Chapter 7—Survey Research
TRUE/FALSE
1. The people who answer survey questions are called respondents.
ANS: T PTS: 1 DIF: Easy REF: p. 152

OBJ: 07-1
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
2. Some aspects of surveys may be qualitative.
ANS: T PTS: 1 DIF: Moderate REF: p. 153

OBJ: 07-1
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
3. Surveys provide accurate means of assessing information about a population, but they are expensive
and an inefficient means of doing so.
ANS: F
Surveys provide a quick, often inexpensive, efficient, and accurate means of assessing information
about a population.
PTS: 1 DIF: Hard REF: p. 153 OBJ: 07-2

4. Two major sources of survey error are random sampling error and nonrandom sampling error.
ANS: F
Two major sources of survey error are random sampling error and systematic error.
PTS: 1 DIF: Moderate REF: p. 154 OBJ: 07-2

5. Systematic errors are nonsampling errors.

OBJ: 07-2
6. 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.
ANS: F
This is a sample bias.

7. Two general categories of systematic error are Type I errors and Type II errors.
ANS: F
The two general categories of systematic error are respondent error and administrative error.

8. Nonresponse is a type of interviewer error.
ANS: F
Nonresponse is a type of respondent error.

9. The number of "no contacts" in survey research has been decreasing because of the increased use of
technology that allows people to screen calls.
ANS: F
The number of no contacts in survey research has been increasing because of the proliferation of
answering machines, mobile phones, and the growing use of caller ID to screen calls.

10. No contacts occur when people are unwilling to participate in the research.
ANS: F
This type of error is referred to as refusals. No contacts are potential respondents in the sense that
they are members of the sampling frame but who do not receive the request to participate in the
research.

11. Self-selection biases in survey research overrepresent indifferent responses and underrepresent
extreme consumer positions.
ANS: F
Self-selection biases in survey research underrepresent indifferent responses and overrepresent
extreme consumer positions.

12. A response bias occurs when respondents tend to answer questions with a certain slant.

OBJ: 07-2
13. The categories of response bias are mutually exclusive from one another.
ANS: F
These categories overlap and are not mutually exclusive.
14. 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.
ANS: F
This is social desirability bias.

NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
15. When an interviewer is not able to write fast enough to record the respondent’s answers verbatim, this
is an example of interviewer error.

OBJ: 07-2
16. Interactive survey approaches are those that allow spontaneous two-way interaction between the
interviewer and the respondent.

OBJ: 07-3
17. An advantage of personal interviews is the opportunity for feedback.

OBJ: 07-4
18. The personal interview is especially useful for obtaining unstructured information.
ANS: T PTS: 1 DIF: Hard REF: p. 161

OBJ: 07-4
19. The interaction between an interviewer and a respondent increases the chances that the respondent will
answer all of the survey questions over what would be likely to occur in a mail survey.

OBJ: 07-4
20. Personal interviews are typically less costly per respondent than telephone surveys.
ANS: F
Personal interviews are expensive, generally substantially more costly than mail, e-mail, Internet, and
phone surveys.

21. Door-to-door interviews are still used heavily by marketing researchers.
ANS: F
Door-to-door interviews are becoming a thing of the past due to security reasons or executives who are
too busy to grant personal interviews during business hours.

22. Callbacks are attempts to reconnect individuals selected for the sample who were not available
initially.

OBJ: 07-4
23. Marketing researchers cannot contact phone numbers on the National Do-Not-Call registry.
ANS: F
Marketers cannot call these numbers, but marketing research efforts do not always fall under the
legislation.

24. Respondents are typically less willing to answer potentially embarrassing questions in a phone
interview than in a face-to-face interview.
ANS: F
They may be more willing to answer these types of questions.

25. Mail surveys can reach geographically dispersed respondents who are otherwise difficult to contact.

OBJ: 07-4
26. Mail surveys allow respondents to check facts that they may be unable to recall.

OBJ: 07-4
27. The basic calculation for obtaining a response rate is to count the number of eligible people who were
asked to participate in the survey, then divide that by the number of questionnaires returned or
completed.
ANS: F
The basic calculation for obtaining a response rate is to count the number of questionnaires returned or
completed, then divide that by the number of sample members provided a chance to participate in the
survey.
28. The first paragraph of a cover letter that accompanies a questionnaire should explain the purpose of the
study.
ANS: F
The first paragraph of a cover letter that accompanies a questionnaire should explain why the study is
important, not necessarily the purpose of the study.

29. One way to increase response rates in mail surveys is to notify potential respondents in advance.

OBJ: 07-4
30. An Internet survey is the same thing as an e-mail survey.
ANS: F
E-mail surveys involve making the questionnaire available to a potential respondent via e-mail,
whereas an Internet survey is a self-administered questionnaire posted on a website. An e-mail can
include a hyperlink within the body of an e-mail that directs the respondent to a website that contains
the questionnaire, in essence, making the e-mail an Internet survey at this point.

31. With Internet surveys, the click rate represents how many people responded to the survey.
ANS: F
The click rate is the portion of potential respondents exposed to a hyperlink to a survey who actually
click through to view the questionnaire, but they may not complete he questionnaire.

32. Internet surveys have real-time data capture, which allow respondents to record their own answers
directly into a data file.

OBJ: 07-4
33. Internet surveys allow researchers to vary the questions to respondents based on their answers to
previous questions in the survey.

OBJ: 07-4
34. Pretesting involves a trial run with a group of colleagues or actual respondents to iron out fundamental
problems in the instructions or design of a questionnaire.

OBJ: 07-5
35. One way to avoid ethical dilemmas in survey research using e-mail is to focus on consumers who opt
in and thus give their explicit approval to receive e-mails.

OBJ: 07-6
MULTIPLE CHOICE
1. The people who answer survey questions are referred to as _____.

a. researchers
b. clients
c. respondents
d. users
ANS: C PTS: 1 DIF: Easy REF: p. 152
OBJ: 07-1
2. A survey can collect information using which of the following techniques?

a. telephone
b. face-to-face interviews
c. e-mail
d. all of these choices
ANS: D PTS: 1 DIF: Easy REF: p. 152
OBJ: 07-1
3. All of the following are advantages of survey research EXCEPT ____.

a. free from errors
b. quick
c. accurate means of assessing information about a population
d. flexible
ANS: A PTS: 1 DIF: Hard REF: p. 153
OBJ: 07-2
4. Which type of error arises because of inadequacies of the actual respondents to represent the
population of interest?
a. population error
b. systematic error
c. response error
d. sampling error
ANS: D PTS: 1 DIF: Moderate REF: p. 154
OBJ: 07-2
5. 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 error
ANS: B PTS: 1 DIF: Hard REF: p. 154
OBJ: 07-2
6. Systematic errors are _____ because they include all sources of error other than those introduced
directly by the sampling procedure.
a. random sampling errors
b. interviewer errors
c. nonresponse errors
d. nonsampling errors
OBJ: 07-2
7. _____ refers to some true value of a phenomenon within a population.

a. Parameter estimate
b. Population parameter
c. True parameter
d. Sample parameter
ANS: B PTS: 1 DIF: Moderate REF: p. 154
OBJ: 07-2
8. 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
OBJ: 07-2
9. People who are not contacted or who refuse to cooperate are called _____.
a. random errors
b. biased respondents
c. sample selection errors
d. nonrespondents
OBJ: 07-2
10. 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)_____.
b. administrative error
c. nonresponse error
d. respondent error
ANS: C PTS: 1 DIF: Hard REF: p. 155
OBJ: 07-2
11. People who are unwilling to participate in a research project are referred to as _____.
a. refusals
b. deviations
c. no contacts
d. random errors
ANS: A PTS: 1 DIF: Moderate REF: p. 155
OBJ: 07-2
12. 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 error
OBJ: 07-2
13. When a restaurant customer decides to fill out a customer satisfaction survey to complain about having
to wait an hour for her food that was cold, this is an example of _____.
b. self-selection bias
c. auspices bias
d. social desirability bias
OBJ: 07-2
14. 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
OBJ: 07-2
15. 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
ANS: D PTS: 1 DIF: Hard REF: p. 156
OBJ: 07-2
16. All of the following are types of response bias EXCEPT _____.
a. acquiescence bias
b. extremity bias
c. self-selection bias
d. interviewer bias
OBJ: 07-2
17. 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 bias
OBJ: 07-2
18. 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
OBJ: 07-2
19. 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
OBJ: 07-2
20. 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 bias
OBJ: 07-2
21. 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
OBJ: 07-2
22. 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. curb-stoning
b. interviewer error
c. auspices bias
d. interviewer cheating
OBJ: 07-2
23. Which term is sometimes used to refer to interviewers filling in responses for respondents that do not
really exist?
a. curb-stoning
b. auspices bias
c. sugging
d. mere-measurement effect
OBJ: 07-2
24. The two approaches that marketer researchers conduct surveys are referred to as _____.
a. interactive and noninteractive
b. personal and impersonal
c. mail and telephone
d. interviewer and noninterviewer
OBJ: 07-3
25. Josh received a research questionnaire in the mail. He completed it and sent it back to the marketing
researcher. Which type of survey approach is this researcher using?
a. mixed-mode survey approach
b. simple survey approach
c. noninteractive survey approach
d. interactive survey approach
OBJ: 07-3
26. All of the following are advantages of personal interviews EXCEPT _____.
a. interviewer influence
b. opportunity for feedback
c. probing complex answers
d. high participation rate
OBJ: 07-4
27. "Can you tell me more about what you mean by that?" is an example of _____.
a. a mall intercept
b. a self-administered questionnaire
c. a probe
d. the drop-off method
OBJ: 07-4
28. Which of the following has been considered the mainstay of commercial survey research for years?
a. mall-intercept interviews
b. Internet surveys
c. telephone interviews
d. e-mail surveys
ANS: C PTS: 1 DIF: Moderate REF: p. 165
OBJ: 07-4
29. Which of the following is FALSE regarding mobile phone interviews?

a. Phones have varying abilities for automated responses and differing keypads.
b. Area codes for mobile phones are not necessarily tied to geography.
c. Telemarketing calls can be directed toward mobile phone numbers in the United States,
but it is illegal to do so in Europe.
d. The recipient of a mobile phone call is even more distracted than the recipient of a home
or office call.
OBJ: 07-4
30. Which of the following eliminates the counting of names in a list and subjectively determining
whether a telephone directory listing is a business, institution, or legitimate household?
a. mixed-mode survey
b. predictive calling
c. computer-assisted telephone interviewing (CATI)
d. random digit dialing
OBJ: 07-4
31. A callback procedure should be used for all of the following situations EXCEPT _____.
a. a busy signal
b. a respondent who does not answer the phone
c. a respondent who is not at home
d. a respondent who answers but refuses to participate
OBJ: 07-4
32. When a research agency conducts all telephone interviews from one location where they can hire a
staff of professional interviewers and supervise and control the quality of interviewing more
effectively, this is an example of _____.
a. central location interviewing
b. single-mode interviewing
c. synergistic interviewing
d. quick-response interviewing
OBJ: 07-4
33. Surveys in which the respondent takes the responsibility for reading and answering questions are
called _____.
a. self-administered questionnaires
b. independent questionnaires
c. stand-alone surveys
d. interactive questionnaires
ANS: A PTS: 1 DIF: Easy REF: p. 171
OBJ: 07-4
34. For mail surveys, the time period between the first mailing and the cut-off date after which no
additional surveys will be analyzed is typically about:
a. 1-2 weeks
b. 2-3 weeks
c. 3-5 weeks
d. 6-8 weeks
OBJ: 07-4
35. The number of questionnaires returned or completed divided by the total number of sample members
provided a chance to participate is called _____.
a. churn
b. click rate
c. response rate
d. success rate
ANS: C PTS: 1 DIF: Moderate REF: p. 173
OBJ: 07-4
36. Suppose that a mail survey is sent to 220 people and 20 surveys are returned because they were mailed
to the wrong address. If completed surveys are received from 60 people, the response rate for this
study was _____.
a. 27.3 percent
b. 30 percent
c. 40 percent
d. 55.6 percent
OBJ: 07-4 NAT: AACSB Analytic| CB&E Model Research| Blooms Application
37. The cover letter for a mail survey should include all of the following EXCEPT _____.
a. a description of the incentive for participating in the study
b. a comment on the postage-paid reply envelope to use to return the survey
c. a description of how the person was selected for the study
d. names of other potential respondents
OBJ: 07-4
38. Which of the following has typically been shown to produce the highest response rates in mail surveys
as an incentive for participation in the study?
a. an enclosed ball-point pen
b. a monetary incentive
c. an appeal for help
d. a list of other potential respondents
OBJ: 07-4
39. All of the following are ways to increase response rates for mail surveys EXCEPT _____.
a. cover letter
b. interesting questions
c. advance notification
d. always revealing the sponsor of the research
OBJ: 07-4
40. Which of the following is an advantage of including a questionnaire in an e-mail?

a. lower distribution costs than a mail survey
b. faster turnaround time than a mail survey
c. faster speed of distribution
OBJ: 07-4
41. A(n) _____ survey is a self-administered questionnaire posted on a website.
a. e-mail
b. kiosk
c. Internet
d. electronic
ANS: C PTS: 1 DIF: Easy REF: p. 178
OBJ: 07-1
42. Clark was asked to complete a self-administered questionnaire posted at MySurvey.com. What type
of survey did Clark complete?
a. Internet survey
b. mixed-mode survey
c. computer-assisted interactive survey
d. networked survey
OBJ: 07-4
43. The portion of potential respondents exposed to a hyperlink to a survey who actually click through to
view the questionnaire is called the _____.
a. response rate
b. click rate
c. hit ratio
d. viewer rate
OBJ: 07-4
44. All of the following are advantages of Internet surveys EXCEPT _____.
a. random sampling
b. speed
c. visual appeal
d. accurate real-time data capture
OBJ: 07-4
45. Which of the following methods offers the lowest degree of geographic flexibility?
a. telephone interview
b. door-to-door personal interview
c. Internet survey
d. mail survey
OBJ: 07-4
46. Which of the following survey research methods offers the lowest degree of respondent anonymity?
a. telephone interview
b. mail survey
c. mall intercept interview
d. Internet survey
OBJ: 07-4
47. Which of the following survey research methods is the most expensive?
a. door-to-door personal interview
b. mall intercept personal interview
c. telephone interview
d. mail survey
OBJ: 07-4
48. Which of the following has the highest item non-response rate?
a. door-to-door interview
b. mail survey
c. telephone interview
d. Internet survey
OBJ: 07-4
49. A trial run of a survey with a group of respondents who are representative of the target group for the
survey is called a _____.
a. callback
b. pretest
c. drop-off method
d. dry run
OBJ: 07-5
50. Which of the following can be considered to be a pretest?

a. screening the questionnaire with other research colleagues
b. screening the questionnaire with a client or the research manager who ordered the research
c. a trial run with data collected from a small number of respondents
OBJ: 07-5
COMPLETION
1. The person who answers questions in a mail survey is called a(n) ______.
ANS: respondent
PTS: 1 DIF: Easy REF: p. 152 OBJ: 07-1
2. When primary data are collected by asking respondents questions, these data are generated by a(n)
______.
ANS: survey

3. Error arising because of inadequacies of the actual respondents to represent the population of interest
is called _____ error.
ANS: sampling

4. When a mistake in the implementation of the design of a research study is made, we say that the study
has ______ error.
ANS: systematic

5. 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.
ANS: sample

6. 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.
ANS: nonresponse

7. People who are not contacted or who refuse to cooperate are called ______.
ANS: nonrespondents

8. Carly was not at home when a researcher called to conduct a survey. Carly is called a(n) ______.
ANS: no contact
9. 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) ______.
ANS: refusal

10. Highly opinionated respondents may create _____ bias because they are more likely to respond to
surveys.
ANS: self-selection

11. 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.
ANS: extremity

12. If the interviewer’s presence influences respondents to give untrue or modified answers, the survey
will be marred by _____.
ANS: interviewer bias

13. When a mistake is made in carrying out the design of a research study, this is called ______ error.
ANS: administrative

14. A researcher mistakenly entered data incorrectly into a spreadsheet. This type of error is called a(n)
_____ error.
ANS: data processing

15. When an interviewer does not record the respondent's answers correctly, this is an example of ______
error.
ANS: interviewer

16. A survey approach that does not facilitate two-way communication is called a(n) _____ survey
approach.
ANS: noninteractive

17. A face-to-face communication in which an interviewer asks a respondent questions is called a(n)
______.
ANS: personal interview

18. When an interviewer asks a respondent to clarify what he or she meant by a response, this is known as
______.
ANS: probing

19. When a respondent fails to answer a survey question in a personal interview, this is called an item
______.
ANS: nonresponse

20. When a respondent is asked to participate in a research study while walking through a shopping mall,
this is an example of a(n) ______.
ANS: mall intercept interview

21. An attempt to re-contact a potential respondent in a phone survey when no one answered the phone on
a previous attempt is called a(n) ______.
ANS: callback

22. When use of telephone exchanges and random numbers to develop a sample of respondents in a
landline phone survey is used, this is called ______.
ANS: random digit dialing

23. When a respondent is asked to read the questions on a survey and to answer them by himself or
herself, this is an example of a(n) ______.
ANS: self-administered questionnaire

24. A self-administered questionnaire that is sent to potential respondents through a postal service is called
a(n) ______.
ANS: mail survey

25. The percentage found when the number of completed surveys returned in a mail survey is divided by
the total number of sample members provided a chance to participate is known as the ______.
ANS: response rate

26. The letter that is on top of a mail survey that explains why the potential respondent should fill out the
survey is called the ______.
ANS: cover letter

27. A researcher who takes a questionnaire to a respondent’s office or home and then comes back to pick
it up is using the _____ method.
ANS: drop-off

28. A self-administered questionnaire posted on a website is called a(n) ______ survey.
ANS: Internet

29. The _____ is the portion of potential respondents exposed to a hyperlink to a survey who actually click
through to view the questionnaire.
ANS: click rate

30. When a researcher uses a trial run with a group of people to try to discover any problems with a survey
before it is mailed to the sample of potential respondents, this is called a(n) ______ of the survey.
ANS: pretest

ESSAY
1. Describe the purpose of surveys and the type of information that may be gathered in a survey.
ANS:
A survey represents a way of describing public opinion by collecting primary data by communicating
directly with individual sampling units. The type of information gathered in a survey varies
considerably depending on its objectives. Typically, surveys attempt to describe what is happening,
what people believe, what they are like or to learn the reasons for a particular marketing activity.
More specifically, surveys gather information to assess consumer knowledge and awareness of
products, brands, or issues and to measure consumer attitudes and feelings. Surveys can describe
consumer characteristics including purchasing patterns, brand usage, and descriptive characteristics
including demographics and lifestyle. Not all survey research is conducted with the ultimate
consumer - some focus on wholesalers, retailers, or industrial buyers. Although most surveys are
conducted to quantify certain factual information, some aspects of surveys may also be qualitative.

2. 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.
ANS:
Survey research presents numerous advantages. They provide a quick, often inexpensive, efficient,
and accurate means of assessing information about a population. Researchers can apply fairly
straightforward statistical tools in analyzing sample survey results. One of the key disadvantages,
though, is that survey results are no better than the quality of the sample and answers obtained. A
survey opens the door to errors in general and those errors contribute to misleading results. In
addition to these general disadvantages, each individual survey tool introduces unique disadvantages.
By understanding the nature of the errors that can result, researchers can hopefully better match a
survey data collection approach and reduce the likelihood of erroneous or useless results.

3. Name and describe the types of response bias and give an example of each.
ANS:
Responses bias falls into four specific categories:
(1) Acquiescence bias - a tendency to agree with all or most questions. For example,
respondents may respond favorably to a new product concept to please the researcher
but have no intention to purchase the product.
(2) Extremity bias - results because some individuals tend to use extremes when
responding to questions. For example, a respondent may always respond “extremely
likely” or “extremely unlikely” and never use the options in between.
(3) Interviewer bias - occurs because the presence of the interviewer influences
respondents’ answers. For example, a respondent may want to appear intelligent and
say they read the newspaper every day when in reality they do not.
(4) Social desirability bias - may occur either consciously or unconsciously because the
respondent wishes to create a favorable impression or save face in the presence of an
interviewer. For example, a respondent may say they only drink alcohol occasionally
when they really drink quite a bit every day.

4. Discuss the different ways researchers conduct surveys and explain which one you think is the best
approach.
ANS:
We can summarize all the ways that marketing researchers communicate with survey respondents
broadly into interactive and noninteractive media. Interactive survey approaches are those that
allow spontaneous two-way interaction between the interviewer and the respondent. These can be
either personal or electronic. These approaches try to capture the dynamic exchange that is possible
through face-to-face interviews. Noninteractive survey approaches are those that do not facilitate
two-way communication and are thus largely a vehicle by which respondents give answers to static
questions. Self-administered questionnaires printed on paper are noninteractive.
No one approaches is the “best.” Each technique for conducting surveys has merits and shortcomings.
While a noninteractive self-administered questionnaire is less flexible than surveys using interactive
communication media, this may be the best approach in some situations. For example, simple opinion
polls, awareness studies and even surveys assessing consumer attitudes can generally be collected
adequately via one-way communication.

5. Discuss the advantages and disadvantages of conducting surveys using personal interviews.
ANS:
A personal interview is a form of direct communication in which an interviewer asks respondents
questions face-to-face. It offers many unique advantages:
(1) Opportunity for feedback
(2) Opportunity to follow up by probing
(3) Can be longer than other forms of surveys
(4) Item nonresponse is low
(5) Can use props and visual aids
(6) High participation rate
Personal interviews also have some disadvantages:
(1) Interviewer may influence respondents’ answers
(2) Respondents are not anonymous and may be reluctant to provide confidential
information to another person
(3) Expensive

6. Discuss the advantages and disadvantages of mail surveys.
ANS:
A traditional mail survey is a self-administered questionnaire sent to respondents through a postal
service. This paper-and-pencil method has several advantages and disadvantages. Mail
questionnaires can reach a geographically dispersed sample simultaneously because interviewers are
not required. They are relatively inexpensive compared with personal interviews, though they are not
cheap. They are convenient for respondents because they can be filled out when the respondents have
the time, and respondents are more likely to take time to think about their replies. They also allow
respondents to collect facts that they may not be able to recall. Anonymity of respondents may result
in them being more likely to provide sensitive or embarrassing information as well as reducing social
desirability bias. Although the absence of an interviewer can induce respondents to reveal sensitive or
socially undesirable information, this lack of personal contact can also be a disadvantage. Once the
respondent receives the questionnaire, the questioning process is beyond the researcher’s control.
While mail questionnaires are highly standardized, this could be a disadvantage due to the difficulty in
changing the format of the questions. If time is an issue, mail surveys may not be a good
communication medium. Finally, mail questionnaires can be relatively long in length.

7. Explain how response rates are determined for surveys and discuss ways to increase response rates for
mail surveys.
ANS:
The response rate is the number of questionnaires returned or completed divided by the number of
sample members provided a chance to participate. Typically, the number in the denominator is
adjusted for faulty addresses and similar problems that reduce the number of eligible participants.
Ways to increase response rates for mail surveys include:

(1) Include a cover letter
(2) Offer incentives
(3) Include interesting questions
(4) Notify respondents in advance
(5) Keep survey sponsor anonymous
(6) Keying questionnaires with codes to track who has responded

8. A marketing research company has been commissioned to conduct an Internet survey with 5,000
potential respondents. Explain how a researcher can uncover potential problems with a survey design
before launching it.
ANS:
Pretesting involves trial runs using the survey instrument with a group of colleagues or actual
respondents to iron out fundamental problems in instructions, items, or design of a questionnaire.
Researchers benefit by spotting problems in the pretest and rightly inferring that a problem with this
very small sample will likely be a problem in the full sample once data collection actually begins.


Essentials of Marketing Research 5th Edition Zikmund Test Bank

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Essentials of Marketing Research 5th Edition Zikmund Test Bank

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Essentials of Marketing Research 5th

Edition Zikmund Test Bank

1. The people who answer survey questions are called respondents.

ANS: T PTS: 1 DIF: Easy REF: p. 152

2. Some aspects of surveys may be qualitative.

ANS: T PTS: 1 DIF: Moderate REF: p. 153

PTS: 1 DIF: Hard REF: p. 153 OBJ: 07-2

PTS: 1 DIF: Moderate REF: p. 154 OBJ: 07-2

5. Systematic errors are nonsampling errors.

ANS: T PTS: 1 DIF: Moderate REF: p. 154

PTS: 1 DIF: Moderate REF: p. 155 OBJ: 07-2

PTS: 1 DIF: Moderate REF: p. 155 OBJ: 07-2

8. Nonresponse is a type of interviewer error.

PTS: 1 DIF: Moderate REF: p. 155 OBJ: 07-2

PTS: 1 DIF: Moderate REF: p. 155 OBJ: 07-2

PTS: 1 DIF: Moderate REF: p. 155 OBJ: 07-2

PTS: 1 DIF: Hard REF: p. 156 OBJ: 07-2

ANS: T PTS: 1 DIF: Moderate REF: p. 156

PTS: 1 DIF: Hard REF: p. 158 OBJ: 07-2

ANS: T PTS: 1 DIF: Moderate REF: p. 159

ANS: T PTS: 1 DIF: Moderate REF: p. 160

17. An advantage of personal interviews is the opportunity for feedback.

ANS: T PTS: 1 DIF: Easy REF: p. 161

ANS: T PTS: 1 DIF: Hard REF: p. 161

ANS: T PTS: 1 DIF: Easy REF: p. 162

PTS: 1 DIF: Moderate REF: p. 163 OBJ: 07-4

PTS: 1 DIF: Moderate REF: p. 164 OBJ: 07-4

ANS: T PTS: 1 DIF: Moderate REF: p. 164

PTS: 1 DIF: Hard REF: p. 165 OBJ: 07-4

PTS: 1 DIF: Moderate REF: p. 168 OBJ: 07-4

ANS: T PTS: 1 DIF: Easy REF: p. 171

ANS: T PTS: 1 DIF: Moderate REF: p. 172

PTS: 1 DIF: Hard REF: p. 174 OBJ: 07-4

ANS: T PTS: 1 DIF: Easy REF: p. 174

30. An Internet survey is the same thing as an e-mail survey.

PTS: 1 DIF: Moderate REF: p. 177 OBJ: 07-4

PTS: 1 DIF: Hard REF: p. 178 OBJ: 07-4

ANS: T PTS: 1 DIF: Moderate REF: p. 179

ANS: T PTS: 1 DIF: Moderate REF: p. 179

ANS: T PTS: 1 DIF: Easy REF: p. 183

ANS: T PTS: 1 DIF: Easy REF: p. 184

1. The people who answer survey questions are referred to as _____.

2. A survey can collect information using which of the following techniques?

3. All of the following are advantages of survey research EXCEPT ____.

7. _____ refers to some true value of a phenomenon within a population.

8. Systematic error is divided into which two general categories?

29. Which of the following is FALSE regarding mobile phone interviews?

40. Which of the following is an advantage of including a questionnaire in an e-mail?

50. Which of the following can be considered to be a pretest?

PTS: 1 DIF: Moderate REF: p. 152 OBJ: 07-1

PTS: 1 DIF: Moderate REF: p. 154 OBJ: 07-2

PTS: 1 DIF: Moderate REF: p. 154 OBJ: 07-2

PTS: 1 DIF: Moderate REF: p. 155 OBJ: 07-2

PTS: 1 DIF: Moderate REF: p. 155 OBJ: 07-2

PTS: 1 DIF: Moderate REF: p. 155 OBJ: 07-2

PTS: 1 DIF: Hard REF: p. 156 OBJ: 07-2

PTS: 1 DIF: Hard REF: p. 156 OBJ: 07-2

PTS: 1 DIF: Hard REF: p. 157 OBJ: 07-2

ANS: interviewer bias

PTS: 1 DIF: Moderate REF: p. 157 OBJ: 07-2

PTS: 1 DIF: Moderate REF: p. 158 OBJ: 07-2

ANS: data processing

PTS: 1 DIF: Hard REF: p. 158 OBJ: 07-2

PTS: 1 DIF: Moderate REF: p. 159 OBJ: 07-2