21. ______ occur when data from a survey instrument either : 1260325.
21. ______ occur when data from a survey instrument are either incorrectly coded or incorrectly entered into the computer program that is being used to tally the data and to analyze results.
A) process error
B) interviewer error
C) measurement instrument error
D) frame error
22. ______ occurs with the questionnaire itself, such as question wording leading respondents or confusing them as to what is being asked.
A) process error
B) interviewer error
C) measurement instrument error
D) frame error
23. The traditional methods of telephone and mail surveys have been steadily declining in usage in favor of online methods and mixed modes due to
A) cost and speed of response
B) response rates
C) both of the above
D) none of the above
24. Before the 1990s, __________ research was the most popular method of conducting survey research
A) mail survey
B) land line telephone
C) door to door in-person
D) internet-based
25. Research has shown that the advance letter (to a telephone interview) will increase the response rate about _______over no advance letters
A) 1% to 2%
B) 8% to 10%
C) 20% to 30%
D) 50% to 55%
26. When it comes to marketing research and telephones,
A) currently there are no legal restrictions that apply to cell phones that do not apply to land lines
B) the transitory nature of people makes it difficult to know which consumers with cell phones live in a particular geographic area of interest.
C) both of the above
D) none of the above
27. Difficulties of cell phones and marketing research include:
A) the owner and user of cell phones may be two different individuals. Many cell phones are used by children, but owned by parents.
B) the person answering the phone may be anywhere and engaged in any number of activities such as at work, at a restaurant, shopping, or driving a vehicle that may prevent the subject from completing a survey.
C) both of the above
D) none of the above
28. Advantages of mail surveys include:
A) confidentiality
B) response rate
C) both of the above
D) none of the above
29. For online surveys:
A) It is possible to personalize surveys to increase the response rate
B) they are often more representative of the population in general
C) professional respondents are less of a concern versus traditional mail surveys
D) data quality is usually better than mail surveys
30. The least costly method for survey data collection tends to be:
A) traditional land line telephone surveys
B) online panels
C) mail surveys
D) mall intercept surveys
31. Because of culture and language differences, ________ error is a greater concern with international marketing research
A) systemic
B) systematic
C) random
D) none of the above
32. According to the text, in conducting a telephone or personal interview in the United States it is customary to:
A) normally launch directly into the study’s introduction and then move onto the first question.
B) engage in small talk before asking the interviewee for his or her cooperation
C) both of the above
D) none of the above
33. To understanding the accuracy of the results based on sample data, it is critical to understanding the:
A) margin of error, associated with research studies
B) confidence intervals, associated with research studies
C) confidence level associated with research studies is critical to understanding the accuracy of the results based on sample data
D) all of the above
E) none of the above
34. The __________ determines how close the results obtained from your sample are compared to what you might find if you surveyed the entire population when evaluating proportions.
A) margin of error
B) nonresponse bias
C) confidence level
D) confidence interval
35. The __________ determines how close the results obtained from your sample are compared to what you might find if you surveyed the entire population when evaluating means.
A) margin of error
B) nonresponse bias
C) confidence level
D) confidence interval
21. ______ occur when data from a survey instrument either : 1260325
