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
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
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
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
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
d.
all of these choices
41. A(n) _____ survey is a self-administered questionnaire posted on a website.
a.
e-mail
b.
kiosk
c.
Internet
d.
electronic
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
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
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
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
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
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
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
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
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
d.
all of these choices
COMPLETION
1. The person who answers questions in a mail survey is called a(n) ______.
2. When primary data are collected by asking respondents questions, these data are generated by a(n)
______.
3. Error arising because of inadequacies of the actual respondents to represent the population of interest
is called _____ error.
4. When a mistake in the implementation of the design of a research study is made, we say that the study
has ______ error.
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.
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.
7. People who are not contacted or who refuse to cooperate are called ______.
8. Carly was not at home when a researcher called to conduct a survey. Carly is called a(n) ______.
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) ______.
10. Highly opinionated respondents may create _____ bias because they are more likely to respond to
surveys.
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.
12. If the interviewer’s presence influences respondents to give untrue or modified answers, the survey
will be marred by _____.
13. When a mistake is made in carrying out the design of a research study, this is called ______ error.
14. A researcher mistakenly entered data incorrectly into a spreadsheet. This type of error is called a(n)
_____ error.
15. When an interviewer does not record the respondent’s answers correctly, this is an example of ______
error.
16. A survey approach that does not facilitate two-way communication is called a(n) _____ survey
approach.
17. A face-to-face communication in which an interviewer asks a respondent questions is called a(n)
______.
18. When an interviewer asks a respondent to clarify what he or she meant by a response, this is known as
______.
19. When a respondent fails to answer a survey question in a personal interview, this is called an item
______.
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) ______.
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) ______.
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 ______.
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) ______.
24. A self-administered questionnaire that is sent to potential respondents through a postal service is called
a(n) ______.
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 ______.
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 ______.
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.
28. A self-administered questionnaire posted on a website is called a(n) ______ survey.
29. The _____ is the portion of potential respondents exposed to a hyperlink to a survey who actually click
through to view the questionnaire.
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.
ESSAY
1. Describe the purpose of surveys and the type of information that may be gathered in a survey.
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.
3. Name and describe the types of response bias and give an example of each.
4. Discuss the different ways researchers conduct surveys and explain which one you think is the best
approach.
5. Discuss the advantages and disadvantages of conducting surveys using personal interviews.
6. Discuss the advantages and disadvantages of mail surveys.
7. Explain how response rates are determined for surveys and discuss ways to increase response rates for
mail surveys.
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.
