Interviews conducted by Procter & Gamble on Olay Beauty Bar, where the respondents actually

washed their hands and face with the bar in a test area before responding to a survey falls under
which of the following categories?
A) traditional telephone interviews
B) computer-assisted telephone interviewing
C) personal in-home interviews
D) mall-intercept personal interviews
E) mail interviews
D
A structured questionnaire is given to a sample of a population and is designed to elicit specific
information from respondents when using the ________.
A) focus group method
B) exploratory method
C) survey method
D) sampling method
E) motivation elicitation technique
C
According to the text, which of the following types of questions does NOT apply to survey research?
A) questions regarding behavior
B) questions regarding attitudes
C) questions regarding lifestyle characteristics
D) questions regarding observational research
E) questions regarding motivations
D
Which of the following is NOT an advantage of using the survey method?
A) ease of use
B) reliability
C) cost
D) validity
E) All are advantages.
A

Use of a formal questionnaire that presents questions in a prearranged order is called ________.
A) exploratory data collection
B) structured data collection
C) randomized data collection
D) hypothetical data collection
E) pre-arranged data collection
B
Which of the following is NOT recognized as a classification for the various methods of collecting
survey data?
A) telephone interview
B) mail interview
C) observational interview
D) electronic interview
E) personal interview
C
The method of interviewing that is one of the most popular in the United States for collecting survey
data is the ________.
A) Internet interview
B) mail interview
C) telephone interview
D) mall intercept interview
E) in-home personal interview
A
Which of the following methods of collecting survey data is the least popular in the United States?
A) telephone interview
B) mail interview
C) observational interview
D) electronic interview
E) personal interview
B
Which of the following statements is NOT correct about computer-assisted telephone interviewing
(CATI)?
A) The computer checks the responses for appropriateness and consistency.
B) Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data-
collection process, coding questionnaires and entering the data into the computer, are eliminated.
C) The CATI software cannot perform skip patterns.
D) Interim and update reports on data collection or results can be provided almost instantaneously.
C
A list of the disadvantages of telephone interviewing would include which of the following?
A) Questioning is restricted to the spoken word.
B) Interviewers cannot use physical stimuli such as visual illustrations or product demonstrations.
C) Personal rapport and commitment are difficult to establish.
D) Respondents are less tolerant of lengthy interviews.
E) all of the above
E
________ is the ability of the survey mode to reach the units specified in the sample effectively and
efficiently.
A) Social desirability
B) Interviewer bias
C) Nonresponse bias
D) Efficiency effect
E) Sample control
E
The percentage of the total attempted interviews that are completed is referred to as ________.
A) sample control
B) response rate
C) social desirability
D) interviewer bias
E) cooperation rate
B
Which of the following is NOT a category of personal interviewing methods?
A) mail panel
B) in-home
C) mall intercept
D) computer-assisted
E) All of the above are categories of personal interviewing.
A
All of the following are examples of advantages of using in-home interviewing to collect research data
EXCEPT that ________.
A) it enables the interviewer to provide clarifications to the respondent, allowing for complex
questions
B) it permits the use of physical stimuli and allows the interviewer to display or demonstrate the
product
C) it provides very good sample control since homes can be selected without generating a list of all
the homes in a given area
D) it allows for longer interviews
E) it permits easy interviewer supervision and control as the interviewers are traveling door-to-door
E
Which of the following is NOT an advantage of using telephone interviewing to collect research data?
A) large quantity of data can be collected
B) high sample control
C) good control of the field force
D) good response rate
E) fast
A
Which of the following disadvantages does NOT apply to using telephone interviewing to collect
research data?
A) no use of physical stimuli
B) limited to simple questions
C) low quantity of data
D) poor response rate
E) labor costs
D
Which of the following advantages does NOT apply to using in-home interviewing to collect research
data?
A) good for physical stimuli
B) relatively inexpensive
C) good sample control
D) large quantity of data can be collected
E) complex questions can be asked
B
Which of the following disadvantages does NOT apply to using in-home interviewing to collect
research data?
A) low control of field force
B) potential for interviewer bias
C) poor sample control
D) most expensive
E) may take long to collect the data
C
Which of the following is NOT an advantage of using mall intercept interviews to collect research
data?
A) good for physical stimuli
B) good control of the environment
C) low cost
D) good response rate
E) complex questions can be asked
C
The disadvantages of using mall intercept interviews to collect research data include all of the
following EXCEPT ________.
A) poor response rate
B) potential for interviewer bias
C) moderate quantity of data can be collected
D) high cost
E) high social desirability
A
Which of the following is NOT an advantage of using computer-assisted personal interviewing to
collect research data?
A) good response rate
B) low cost
C) low potential for interviewer bias
D) good for physical stimuli
E) very good control of environment
B
All of the following are recognized as disadvantages of using computer-assisted personal interviewing
to collect research data EXCEPT ________.
A) high social desirability
B) moderate quantity of data can be collected
C) high cost
D) poor response rate
E) accessibility
D
Which of the following is NOT recognized as an advantage of using mail interviews to collect research
data?
A) no interviewer bias
B) good control of environment
C) low social desirability
D) low/moderate cost
E) no field force problems
B
The disadvantages of using mail interviews to collect research data include all of the following EXCEPT
________.
A) high interviewer bias
B) limited to simple questions
C) low sample control for cold mail
D) no control of environment
E) low speed
A
Which of the following is NOT recognized as an advantage of using electronic interviewing to collect
research data?
A) no interviewer bias
B) high speed
C) low cost
D) high sample control
E) hard-to-reach-respondent contact
D
All of the following are recognized as disadvantages of using electronic interviewing to collect
research data EXCEPT ________.
A) high interviewer bias
B) limited to simple questions
C) low sample control
D) low response rate
E) moderate quantity of data
A
The tendency of the respondents to give answers that may not be accurate but that may be desirable
from a social standpoint is called ________.
A) interviewer bias
B) social desirability
C) nonresponse error
D) response rate
E) the fundamental attribution error
B
________ is defined as the error due to the interviewer's failure to follow the correct interviewing
procedures.
A) Social desirability
B) Nonresponse error
C) Interviewer bias
D) Response bias
E) The fundamental attribution error
C
A large and nationally representative sample of households who have agreed to periodically
participate in mail questionnaires, product tests, and telephone surveys are called ________.
A) focus groups
B) electronic groups
C) exploratory groups
D) mail panels
E) household constituencies
D
________ is the bias that arises when actual respondents differ from those who refuse to participate
in ways that affect the survey results.
A) Response bias
B) Nonresponse bias
C) Social desirability
D) Interviewer bias
E) Facsimile bias
B
Limitations of e-mail surveys include all of the following EXCEPT ________.
A) questionnaires cannot utilize programmed skip patterns, logic checks, or randomization
B) skipping instructions (e.g., "If the answer to question 5 is yes, go to question 9") must appear
explicitly, just as on paper
C) there is inherent self-selection bias
D) some e-mail software products limit the length of the body of an e-mail message
C
Which of the following is NOT a disadvantage of electronic methods of data collection?
A) no control of the environment
B) low sample control
C) low response rate
D) only moderate quantities of data can be obtained
E) low social desirability
E
Advantages of Internet surveys over e-mail surveys include which of the following?
A) Graphs, images, animations, and links to other Web pages may be integrated into or around the
survey.
B) It is possible to validate responses as they are entered.
C) Skip patterns can be programmed and performed automatically.
D) All of the above are correct.
D
Which of the following is NOT mentioned in the text as a method used to improve response rates?
A) prior notification
B) incentives
C) follow-up
D) personalization
E) All of these methods are used to improve response rates.
E
Which of the following types of incentives is included with the survey or questionnaire?
A) promised incentive
B) observed incentive
C) prepaid incentive
D) virtual incentive
E) Hollywood incentive
C
A(n) ________ is sent to only those respondents who complete the survey.
A) promised incentive
B) observed incentive
C) prepaid incentive
D) virtual incentive
E) completion incentive
A
Which of the survey methods listed below is preferable when using physical stimuli?
A) in-home
B) mall intercept
C) CAPI
D) A and C only
E) A, B and C
E
The recording of behavioral patterns of people, objects, and events in a systematic manner to obtain
information about the phenomenon of interest is called ________.
A) projection
B) observation
C) description
D) exploration
E) micro-pattern research
B
________ is an observational research strategy in which human observers record the phenomenon
being observed as it occurs.
A) Mechanical observation
B) Virtual observation
C) Personal observation
D) Perceptual observation
E) Simultaneous rigor
C
An observational research strategy in which mechanical devices, rather than human observers, record
the phenomenon being observed is called ________.
A) personal observation
B) virtual observation
C) perceptual observation
D) mechanical observation
E) device recording
D
Which of the following is NOT a relative disadvantage of using personal observation methods?
A) high observation bias
B) high analysis bias
C) unsuitable in natural settings
D) All of the selections are relative disadvantages of using personal observation methods.
E) A and B only
C
Which of the following is a disadvantage of observational data?
A) Attitudes, motivations and values can't be assessed.
B) perceptual differences among observers
C) Infrequent behaviors are too expensive to record.
D) difficulty in observing behaviors
E) all of the above
E
Telephone interviewing is not a popular mode of administering questionnaires in countries that
________.
A) have a low rate of households with telephones
B) have a high rate of households with telephones
C) use English as a national language
D) use Spanish as a national language
E) all of the above
A
Which of the following is NOT mentioned as an advantage of social media for conducting surveys?
A) wider coverage
B) survey administration is easy to control
C) simplicity in implementing surveys
D) ability to field more complex questions
E) responses are more candid
B
Which of the following is NOT mentioned as a disadvantage of social media for conducting surveys?
A) surveys do not address the responses from nonusers of social media
B) survey administration is difficult to control.
C) inability to field more complex questions
D) response rates may be low
E) confidentiality is an issue
C