1. Which of the following is true about quantitative survey research designs?
A. They have high response rates.
2. Which of the following is a disadvantage associated with quantitative survey research
designs?
A. Concepts and relationships that are not directly measurable cannot be studied using
quantitative survey designs.
3. Which of the following is true about sampling errors?
E. They occur when the findings based on the sample and the true values for a population
overlap.
4. Which of the following is true about nonsampling errors?
A. They are not controllable.
B. They can be directly measured.
5. Which of the following is an advantage of person-administered survey methods?
A. They eliminate the possibility of the interviewer-respondent interaction error.
B. They ensure that there are no recording errors.
6. When compared with mall-intercept interviews, in-house interviews:
A. are person-administered surveys.
7. Which of the following is a disadvantage of the mall-intercept interview method?
A. It is more expensive than an in-home interview.
B. It is more time consuming than an in-home interview.
8. Which of the following is a disadvantage of telephone interviews?
A. They make the supervision of interviewers difficult.
9. Computer-assisted telephone interviewing (CATI) refers to interviews in which:
D. a computer is used to dial and send a survey to potential respondents through fax. The
respondents return the survey via fax or mail.
E. the respondents are asked questions through mails.
10. Which of the following is an advantage of conducting a wireless phone survey?
A. It allows researchers to use the autodialing feature.
11. Which of the following is an advantage of self–administered surveys?
E. They are quicker in obtaining data than other data collection methods.
12. Which of the following statements is true of mail panel surveys?
E. They are person-administered surveys.
13. In the context of a drop-off survey, which of the following is true?
A. It is a face-to-face personal interview that takes place in a shopping mall.
E. In this survey, the researcher arranges for a computer–assisted telephone interview with the
respondents.
14. Which of the following is a disadvantage of online surveys?
E. They require coding.
15. Assume that respondents aged 70 or older are only one-third as likely to be in an Internet
sample as their actual incidence in the population. Using the propensity scoring method, their
responses would be:
A. excluded from the sample to avoid any potential bias.
16. Data generalizability is the:
D. degree to which respondents share certain similarities.
E. percentage of the general population that is the subject of a market research survey.
17. Data precision is the:
A. degree to which a specific question or an investigated issue leads a respondent to give a
socially expected response.
18. _____ is the degree to which a specific survey question leads a respondent to give a
socially acceptable response.
A. Incidence rate
19. Jenna participates in a face–to-face interview, which is part of a research study on
sexually transmitted diseases. When the interviewer asks Jenna if she had any extramarital
relationship in the last three years, Jenna lies to the interviewer saying that she does not engage
in such relationships. In the context of survey research methods, which of the following
characteristics is best exemplified in this scenario?
A. Knowledge level
20. Incidence rate is the:
A. degree to which a specific question or an investigated issue leads a respondent to give a
socially expected response.
21. Unlike descriptive research, causal research requires researchers to:
A. establish a negative relationship between two dependent variables X and Y.
22. Which of the following is true of independent variables?
D. Their values change only with changes in the values of dependent variables.
E. They do not affect the outcome of an experiment.
23. In the context of experimental research, _____ refers to the extent to which a research
design accurately identifies causal relationships.
D. topic sensitivity
E. internal validity
24. Compared to lab experiments, field experiments:
A. are less realistic.
B. are more controllable.
25. Neptune Inc., a cosmetics company, has come up with a new bodywash. The marketing
department of Neptune conducts market research to determine an appropriate price for the
product. The representatives of the company go to various malls and sell the product at different
prices. The sales volume for each price is measured, and they are compared to determine the
optimal price. This is an example of:
A. laboratory experimentation.
26. If the research objective is to determine whether differences exist between groups, it is
advisable to use descriptive research designs.
27. Sampling error can be reduced by decreasing sample size.
28. Nonresponse error is a systematic bias that occurs when the final sample differs from the
planned sample.
29. When respondents provide wrong answers due to impaired memory, then it leads to a
nonresponse error.
30. In-home interviewing may be completed through door–to-door canvassing of geographic
areas.
31. Person-administered surveys are less expensive than telephone-administered surveys.
32. Telephone interviews facilitate interviews with respondents across a wide geographic
area.
33. Telephone surveys are not limited by national borders.
34. Wireless phone surveys are declining in use due to the low percentage of wireless phone
usage.
35. Wireless phone surveys are most suitable for research that involves long and/or complex
questions and responses.
36. Online surveys can eliminate the effects of question order on responses because of their
ability to randomize the order of questions within a group.
37. In the context of selecting the appropriate survey method, budget determinations are
frequently much more arbitrary than researchers would prefer.
38. Long time frames give researchers the luxury of selecting the method that will produce the
highest quality data.
39. Data that are generalizable cannot be accurately projected to a target population.
40. In low-incidence situations, personal interview surveys prove to be most effective.
41. In the context of selecting the appropriate survey method, the less detailed the
information needed, the higher respondents’ knowledge level must be to get them to participate
in a survey.
42. Questions examining causal relationships between variables are framed with the focus
being on the specific impact one variable causes on another variable.
43. Experimental research is primarily a hypothesis-testing method.
44. Field experiments are less expensive to conduct than laboratory experiments.
45. Test marketing is the most common type of field experiment.
46. Discuss the types of errors in surveys.
47. Discuss the drawbacks of wireless phone surveys.
48. Discuss some of the major advantages of online surveys.
49. Define independent variables, dependent variables, control variables, and extraneous
variables.
50. What are the main objectives of test marketing?