Marketing Research, 8e (Burns/Bush)
Chapter 7 Evaluating Survey Data Collection Methods
1) Compared to observation or other qualitative methods, ________ allow the collection of
significant amounts of data in a systematic, economical, and efficient manner, and they typically
involve large sample sizes.
A) survey methods
B) focus group methods
C) neuromarketing methods
D) mixed methods
2) Which of the following is NOT an advantage of using survey methods?
A) Standardardization
B) Insensitivity to subgroup differences
C) Ease of administration
D) Suitability to tabulation and statistical analysis
3) ________ has advanced significantly and opened new, efficient ways for marketing
researchers to collect data.
A) New types of software solutions
B) Relaxation of privacy restrictions
C) Computer and telecommunications technology
D) The explosion of social media
4) Rising nonresponse rates have caused marketing researchers to rethink the use of:
A) traditional paper surveys.
B) software technologies.
C) focus groups.
D) traditional data collection methods.
5) The rise of technology and the ________ by consumers underlie a troublesome data collection
dilemma faced by marketing researchers all over the globe.
A) rapid adoption of sophisticated personal communication systems
B) rapid adoption of social media
C) Internet privacy concerns
D) rise of new communications technologies
6) Which of the following is NOT among the four methods of data collection?
A) Person-administered surveys
B) Proxy-assisted surveys
C) Computer-administered surveys
D) Computer-assisted surveys
7) When an interviewer reads questions, either face-to-face or over the telephone, to the
respondent and records his or her answers without the use of a computer this is what type of data
collection?
A) Computer-administered survey
B) Self-administered survey
C) Person-administered survey
D) Computer assisted
8) Which of the following is NOT an advantage of person-administered surveys?
A) Feedback
B) Rapport
C) Quality control
D) Suitability
9) Over and above the expense associated with person-administered surveys, there are other
disadvantages. Which of the following is NOT a disadvantage of person-administered surveys?
A) Adaptability
B) Human error
C) Slow speed
D) Interview evaluation
10) While person-administered surveys were the industry mainstay, ________ have grown to a
dominant position in developed countries.
A) computer-administered survey methods
B) computer-assisted survey methods
C) self-administered survey methods
D) proxy-assisted survey methods
11) Regardless of which variation of computer-assisted surveys is considered, at least four
advantages of computer-assisted surveys are evident. Which of the following is NOT an
advantage of computer-assisted surveys?
A) Speed
B) Relatively error-free
C) Technical skills requirement
D) Able to capture data in real–time
12) Self-administered surveys have several important advantages. Which of the following is
NOT one of these important advantages?
A) Reduced cost
B) Respondent control
C) Reduced interview evaluation apprehension
D) Enhanced monitoring ability
13) While self-administered surveys have several important advantages, they also have
disadvantages. Which of the following could be considered BOTH an advantage as well as a
disadvantage?
A) Cost
B) Respondent control
C) Lack of monitoring
D) High questionnaire requirements
14) Computer-administered surveys provide a variety of advantages. Which of the following is
NOT one of those advantages?
A) Many user-friendly features
B) Relatively inexpensive
C) High qualification rates of respondents
D) Reduction of interview evaluation concern in respondents
15) As more and more respondents have access to the Internet, online surveys, a form of
computer-administered surveys, are often combined with some other method, such as telephone
surveying, a form of person-administered surveying. This is an example of what type of survey?
A) Computer and self-administered survey
B) Multiple methodology survey
C) Combination methodology
D) Mixed-mode survey
16) Which of the following is NOT a type of a person-administered/computer-assisted survey?
A) Mail survey
B) Mall-intercept interview
C) In-home interview
D) Telephone interview
17) Some interview techniques do not require the researcher to watch the respondent complete
the survey and ensure correct procedures are followed. Which of the following is that type of
technique?
A) Mall-intercept interview
B) Telephone interview
C) In-office interview
D) In-home interviews
18) The “man-on-the-street” interview is closest to which data collection mode?
A) Telephone interview
B) Mall-intercept interview
C) Mail survey
D) In-person interview
19) A disadvantage of the mall-intercept survey is:
A) Difficult to obtain permission of mall management.
B) Unreliability of mall-intercept interviewers.
C) Mall shoppers may not be representative of the target market population.
D) Interviewers in mall-intercept studies are often distracted by mall activities.
20) ________ allows for recruitment and training to be conducted at a central location,
monitoring of the actual interviews by a supervisor, checking of completed interviews “on the
spot,” and control of interviewers’ schedules.
A) Call center surveying
B) Central location telephone surveying
C) Remote telephone interviewing
D) Central location mall intercepts
21) Completely automated telephone surveys (CATS) have been successfully used in all of the
following situations EXCEPT for:
A) Customer satisfaction studies.
B) Service quality monitoring.
C) In-store product tests.
D) Election Day polls.
22) Online surveys have major advantages, which include:
A) Easy-to-obtain email addresses, less expensive, and increased speed.
B) Real time access to data and availability of many respondents.
C) Low cost, speed, and sample representativeness.
D) Low cost, speed, and real-time access to data.
23) Some companies are experimenting with ________ to match up with mobile consumers who
use social media.
A) multiple mobile media modes
B) mobile media
C) targeted media methods
D) social media
24) ________ requires interviewers to “navigate around gatekeepers.”
A) In-office interviewing
B) Mall intercepts
C) CATI and CAPI
D) CAPI and CATS
25) Which survey technique is generally believed to obtain response quality equal to telephone
surveys?
A) Mail surveys
B) Online surveys
C) Mall-intercept surveys
D) In-office surveys
26) The advantages of cost, quality, and speed are characterized by the:
A) Mall-intercept interview.
B) In-home interview.
C) Telephone interview.
D) In-office interview.
27) The ________ is a poor choice for conducting a survey with many open-ended questions.
A) in-home interview
B) in-office interview
C) mall-intercept interview
D) telephone interview
28) Drawbacks of ________ include sample representativeness, respondent validation, and
difficulty in asking probing types of questions.
A) online interviews
B) in-office interviews
C) mall-intercept interviews
D) telephone interviews
29) A group self-administered survey entails administering a questionnaire to respondents in
groups rather than individually:
A) to maximize respondent time and effort.
B) for convenience and to gain economies of scale.
C) to benefit from groupthink and opinions.
D) to maximize interviewer costs of administration.
30) Another variation of the self-administered survey is the drop-off survey, which must be self-
explanatory because:
A) the sample population is not necessarily representative.
B) generally time and cost are very important.
C) the surveys are left with the respondents, who fill them out without assistance.
D) there are no survey interviewers to retrieve the completed forms.
31) The ________ is characterized by non-responsiveness and self-selection bias.
A) online survey
B) in-office interview
C) mall-intercept survey
D) mail survey
32) Because there is reluctance worldwide to take part in surveys and in combination with
technological advances, ________ have become a viable and popular means of data collection.
A) focus group companies
B) mass media entertainment research companies
C) panel companies
D) social media research companies
33) A ________ recruits large numbers of potential respondents who agree to take part in
surveys for compensation.
A) panel company
B) focus group company
C) social media research company
D) media research company
34) Panel companies have become a popular means of data collection. Which of the following
does NOT characterize an advantage of panel companies?
A) Fast turnaround
B) High-quality database information
C) Access to targeted respondents
D) Less costly than other sources
35) ________ are not inexpensive, do not deliver random samples, and are sometimes
overworked.
A) Focus groups companies’ participants
B) Social media research companies’ participants
C) Panel companies’ participants
D) Media research companies’ participants
36) Which type of company dominates the data collection landscape?
A) Social media research companies
B) Panel companies
C) Micromarketing companies
D) Media research companies
37) ________ can deliver targeted samples, but not random samples.
A) Media research companies
B) Social media research companies
C) Micromarketing research companies
D) Panel research companies
38) In selecting a data collection mode, a researcher balances quality against:
A) Cost, time, and other considerations.
B) Cost, time, and data analytics.
C) Time, interviewer expertise, and other considerations.
D) Cost, sample size, and software capabilities.
39) An application for a radio license with the FCC is due in six weeks, and a listenership study
of other stations in the area must be conducted. Which would be the preferred method of data
collection?
A) Mail survey
B) Telephone survey
C) In-home surveys
D) In-depth interviews
40) When a research budget is austere, a researcher might opt for which type of data collection
method?
A) Mail survey
B) Telephone survey
C) Online survey
D) In-depth interviews
41) If respondents need to see, handle, or experience something, the data collection mode must:
A) Be done in focus groups.
B) Be performed as part of in-depth interviews.
C) Have an expansive budget.
D) Accommodate these requirements.
42) If a respondent needs to observe a short video or moving graphic, which method of data
collection would be the most appropriate?
A) In-person interview
B) Focus group
C) Online surveys
D) Mall intercept
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43) If a respondent is required to actually use a product in a realistic setting, ________ may be
the only data collection method that will work.
A) in-home interviews
B) mall intercepts
C) focus groups
D) online surveys
44) Which of the following should NOT be a consideration when choosing a survey method?
A) The budget
B) Easiest method for the researcher
C) Deadline
D) Type of target respondent
45) ________ is the percentage of the population that possesses some characteristic necessary to
be included in the survey.
A) Population percentage
B) Situation rate
C) Incidence rate
D) Target population rate
46) ________ are often touted as affordable ways for researchers to access the low–incidence
panel members who have been previously identified.
A) Focus groups
B) Telephone surveys
C) In-person interviews
D) Online panels
47) Data collection method choice is shaped by ________ such as cultural norms and/or
communication or other systems that are in place.
A) incidence rate factors
B) situational factors
C) target population rate factors
D) environmental factors
48) Surveys involve interviews with a large number of respondents using a predesigned
questionnaire.
49) Historically, survey data collection has been largely driven by technology. The earliest
technology was the telephone survey.
50) Telephone surveys have been largely supplanted by Internet-based or online surveys that
afford a host of efficiencies.