Homework answers / question archive / What are some of the problems associated with traditional telephone interviews? Question options:        a)    Mistakes in administering the     questions       b)    Insufficient call back for     not-at-homes       c)    Dishonest interviewers       d)    All of the above   Question 2 What is NOT a unique advantage of using person-administered surveys? Question options:        a)    Feedback       b)    Rapport       c)    Quality control       d)    Speed   Question 3 Which is TRUE regarding a disadvantage of self-administered surveys? Question options:        a)    Because interviewers are not     present, evaluation of the interview is impossible

What are some of the problems associated with traditional telephone interviews? Question options:        a)    Mistakes in administering the     questions       b)    Insufficient call back for     not-at-homes       c)    Dishonest interviewers       d)    All of the above   Question 2 What is NOT a unique advantage of using person-administered surveys? Question options:        a)    Feedback       b)    Rapport       c)    Quality control       d)    Speed   Question 3 Which is TRUE regarding a disadvantage of self-administered surveys? Question options:        a)    Because interviewers are not     present, evaluation of the interview is impossible

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What are some of the problems associated with traditional telephone interviews?

Question options:

  

   

a) 

 

Mistakes in administering the     questions

 

   

b) 

 

Insufficient call back for     not-at-homes

 

   

c) 

 

Dishonest interviewers

 

   

d) 

 

All of the above

 

Question 2

What is NOT a unique advantage of using person-administered surveys?

Question options:

  

   

a) 

 

Feedback

 

   

b) 

 

Rapport

 

   

c) 

 

Quality control

 

   

d) 

 

Speed

 

Question 3

Which is TRUE regarding a disadvantage of self-administered surveys?

Question options:

  

   

a) 

 

Because interviewers are not     present, evaluation of the interview is impossible.

 

   

b) 

 

The primary burden of respondent     understanding is placed on the questionnaire.

 

   

c) 

 

The primary burden of respondent     understanding is placed on the field editor.

 

   

d) 

 

Respondents feel anxious because     they control the administration process.

 

Question 4

Which of the following will increase mail survey response rates?

Question options:

  

   

a) 

 

Use of color

 

   

b) 

 

Stamps, rather than preprinted     postage paid on the return envelopes

 

   

c) 

 

Use of a recognizable brand name

 

   

d) 

 

Use of an alert letter

 

Question 5

Which of the following answers represents the four guidelines of question wording?

Question options:

  

   

a) 

 

Focused, simple, complete,     crystal clear

 

   

b) 

 

General, simple, brief, crystal     clear

 

   

c) 

 

Focused, simple, brief, crystal     clear

 

   

d) 

 

Focused, elaborate, brief,     crystal clear

 

Question 6

A typical computer-assisted questionnaire design program will assist the designer by offering computerized menus for design issues such as which of the following?

Question options:

  

   

a) 

 

The type of question format

 

   

b) 

 

The number of response     categories

 

   

c) 

 

Whether multiple responses are     to be used

 

   

d) 

 

All of the above features are     typically offered.

 

Question 7

Age, income, gender, and interest in buying product X would all be considered __________ of the consumer, or object.

Question options:

  

   

a) 

 

descriptions

 

   

b) 

 

properties

 

   

c) 

 

subjective descriptors

 

   

d) 

 

objectives descriptors

 

Question 8

Adaptability refers to the ability to react to respondent differences. Which survey method is best suited for adaptability?

Question options:

  

   

a) 

 

Computer-administered surveys

 

   

b) 

 

Self-administered surveys

 

   

c) 

 

Drop-off surveys

 

   

d) 

 

Person-administered surveys

 

Question 9

Which of the following is NOT an advantage of computer-administered surveys?

Question options:

  

   

a) 

 

Ability to develop rapport with     the respondent

 

   

b) 

 

Speed

 

   

c) 

 

Error-free interviewing

 

   

d) 

 

Use of pictures, videos, and     graphics

 

Question 10

Which of the following scale types best defines a scale measure in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric continuum for each of a series of statements?

Question options:

  

   

a) 

 

Semantic differential scale

 

   

b) 

 

Nominal scale

 

   

c) 

 

Likert scale

 

   

d) 

 

Bipolar scale

 

Question 11

Which type of interview technique offers the advantages of cost, quality, and speed?

Question options:

  

   

a) 

 

In-office interview

 

   

b) 

 

Telephone interview

 

   

c) 

 

Mall-intercept interview

 

   

d) 

 

In-home interview

 

Question 12

Validity is best illustrated by which of the following?

Question options:

  

   

a) 

 

Accuracy or truthfulness of the     measurement

 

   

b) 

 

The extent to which the     reliability coefficient approaches 1.0

 

   

c) 

 

The ability to repeat     measurements

 

   

d) 

 

Tendency to respond in the same manner     to different questions

 

Question 13

If the distance between 2 - 3 and 6 - 7 on a scale are equal, the scale would likely be at least:

Question options:

  

   

a) 

 

nominal.

 

   

b) 

 

ordinal.

 

   

c) 

 

interval.

 

   

d) 

 

ratio.

 

Question 14

Some of the major advantages of using online surveys are:

Question options:

  

   

a) 

 

easy-to-use SPAMBOTS to collect     email addresses, lowering cost and increasing speed.

 

   

b) 

 

real-time access to data and     availability of many respondents attained by sending out randomly selected     emails.

 

   

c) 

 

low cost, speed, and sample     representativeness.

 

   

d) 

 

low cost, speed, and real-time     access to data.

 

Question 15

Which of the following is the MOST accurate statement regarding the importance of the questionnaire in the research process?

Question options:

  

   

a) 

 

Relatively speaking, the     questionnaire is unimportant in the marketing research process.

 

   

b) 

 

Not only is the questionnaire a     very important ingredient, but its design affects the quality of the data     collected; even experienced interviewers cannot compensate for     questionnaire defects.

 

   

c) 

 

The questionnaire is tied with     the written report as being the most important item in the marketing     research process.

 

   

d) 

 

Not only is the questionnaire a     very important ingredient, but its design affects the quality of the data     collected, though experienced interviewers often compensate for     questionnaire defects.

 

Question 16

One disadvantage of mall-intercept interviewing is that:

Question options:

  

   

a) 

 

mall-intercepts, because they     require the cooperation of all stores in a mall, are difficult to     implement.

 

   

b) 

 

turnover rates are high.

 

   

c) 

 

mall shoppers may not be     representative of the target market population.

 

   

d) 

 

interviewers in mall-intercept     studies are often distracted by mall activities.

 

Question 17

Which single characteristic is unique to a nominal type of measurement?

Question options:

  

   

a) 

 

Description

 

   

b) 

 

Order

 

   

c) 

 

Distance

 

   

d) 

 

Origin

 

Question 18

Questionnaire organization refers to:

Question options:

  

   

a) 

 

the way questionnaires are     organized in a filing system.

 

   

b) 

 

the sequence of statements and     questions that make up a questionnaire.

 

   

c) 

 

organizations mainly existing to     construct questionnaires.

 

   

d) 

 

determining if the question     looks right.

 

Question 19

A leading question is one that:

Question options:

  

   

a) 

 

is used to begin the     questionnaire and must be carefully worded for ease of response and also     for interest.

 

   

b) 

 

is used to begin the     questionnaire and should address the key issue of the research project in     case respondents refuse to answer further questions.

 

   

c) 

 

is worded in such a way that     gives the respondent a clue as to how to answer and should be avoided.

 

   

d) 

 

is worded in such a way that     gives the respondent a clue as to how to answer and should be used to help     the researcher achieve the desired results.

 

Question 20

Which type of scale measure takes into account the values and personality traits of people as reflected in their unique activities, interests, and opinions toward their work, leisure time, and purchases?

Question options:

  

   

a) 

 

Intensity series scale

 

   

b) 

 

Lifestyle inventory

 

   

c) 

 

Semantic differential scale

 

   

d) 

 

AIO scale