广告调查（第二版）英文 答案 Chapter 10 Data Collection Through Surveys

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AdvertisingResearch:TheoryandPractice,2e(Davis)

Chapter10DataCollectionThroughSurveys

1)Surveysprovidea"pointintime"snapshotofrespondents'attitudes,beliefsandbehaviors.

Answer:TRUE

PageRef:247

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

2)Considerthemethodsshownbelow.Howmanyofthesemethodscanbeusedtocollectinformationviasurveys?

-telephone

-mailorpaper,self-completed

-personal,face-to-face

-online

A)1

B)2

C)3

D)4

Answer:D

PageRef:247

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

3)Foranygivenresearchsituation,thepreferredapproachtocollectingsurveydataistheapproachthathasthegreatestlikelihoodofprovidingthemostaccurateinformationintheshortesttimeatthelowestcost.

Answer:TRUE

PageRef:247

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

4)________interviewsmustalwaysoccurinaface-to-facesetting.

A)Personal

B)Periodic

C)Focusgroup

D)Hybrid

E)Dynamic

Answer:A

PageRef:247

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

5)Thetwotypesofpersonalinterviewsare:pre-recruitedand________.

A)online

B)preplanned

C)intercept

D)interrogation

Answer:C

PageRef:247

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

6)A(n)________interviewrecruitsrespondents"onthespot."

A)online

B)pre-recruited

C)intercept

D)interrogation

Answer:C

PageRef:247

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

7)Youarewalkingthroughthemallandaninterviewerfromasurveycompanyasksyoutoparticipateinaresearchstudy.Thiswouldbeanexampleofa(n)________interview.

A)pre-recruited

B)preplanned

C)intercept

D)interrogation

Answer:C

PageRef:247

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

8)Interceptapproachestodatacollectionworkwelltofind________individuals.

A)low-incidence

B)high-incidence

C)hardtolocate

D)randomsamplesof

E)generalizablesamplesof

Answer:B

PageRef:247

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

9)Youwishtoconductpersonalinterviewsamongdoctors.Youwouldmostlikelyusea(n)________interview.

A)pre-recruited

B)preplanned

C)intercept

D)interrogation

Answer:A

PageRef:247

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

10)Thetextdiscussesseveraladvantagesofpersonalinterviews.Whichofthefollowingisnotedasoneoftheadvantagesversusotherdatacollectionmethods?

A)lowerincost

B)quickertocollectdata

C)workswellwithlongorcomplexquestionnaires

D)easytoobtainnationallyrepresentativesamples

Answer:C

PageRef:248

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

11)CATIstandsfor________.

A)ComputerAidedTelecommerceInterviewing

B)ComputerAssistedTeleconferencedInterviews

C)ComputerAidedTeleconferencedInterviews

D)ComputerAssistedTelephoneInterviewing

Answer:D

PageRef:248

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

12)AninterviewerusingaCATIsystemmanuallydeterminesthenextquestiontoaskinasurvey,particularlywhenskippatternsareinvolved.

Answer:FALSE

PageRef:248

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

13)Thetextdiscussesseveraladvantagesoftelephoneversuspersonalinterviews.WhichofthefollowingisNOTnotedasanadvantageoftelephoneversuspersonalinterviewsasadatacollectionmethod?

A)lowermarginalcosts

B)easiertoincorporatevisualstimuliintotheinterview

C)easiertoadministercomplexskippatterns

D)easiertoobtainnationallyrepresentativesamples

Answer:B

PageRef:248

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

14)ThetwostatementsbelowrefertotheresearchconductedbythePewResearchCenter.

I. ThePewResearchCenter'sapproachtosampleselectionfortelephoneinterviews

takesthepointofviewthatalandlineonlysampleisalwayspreferabletoasample

withamixoflandlineandcellphoneusers.

II. TheapproachtotelephonesamplingusedbythePewResearchCenterislabeled

a"FullDualFrameSampleDesign."

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:B

PageRef:250

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

15)A________panelisacontinuinggroupofprerecruitedindividualswhohaveagreedtoparticipateinsurveyresearchstudies.

A)synergistic

B)personalized

C)focusgroup

D)hybrid

E)mail

Answer:E

PageRef:251

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

16)Imaginethatyouareplanningtoconductasurveyviathemail.WhichofthefollowingisNOTanadvantageofusingamailpanelversusamailingtoarandomsampleofthepopulation.

A)responseratestendtobehigher

B)respondentsare"fresh"andhaveneverbeforeparticipatedinasurveyresearchstudy

C)costefficienciestendtobegreater

D)pre-screeningoflowincidencepopulationscanbeefficientlyconducted

Answer:B

PageRef:251

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:AnalyticSkills

17)Thefollowingtwostatementsrefertoconductingresearchviathemail.

I. Onestrengthofmailsurveysistheirhighresponserate.

II. Mailsurveysshouldbeavoidedwhenthequestionnaireislongand/orcomplex.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:B

PageRef:251

Difficulty:Difficult

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

18)Aself-administeredpapersurveyiscommonlyusedtomeasurecustomersatisfaction.

Answer:TRUE

PageRef:252

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

19)OnlinesurveyscanbeadministeredovertheInternetandtakenonone'scomputer.

Answer:FALSE

PageRef:253

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

20)Anonlinesurveycontainsthreecomponents:________,questionnairedesign/posting,anddatacollection.

A)invitation

B)standardization

C)cookiedevelopment

D)HTMLcoding

Answer:A

PageRef:253

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

21)Thefollowingtwostatementsrefertoonlinedatacollection.

I. Onlinedatacollectionisespeciallyappropriatewhenthequestionnaire

hasoneormorecomplexskippatterns.

II. Onlinedatacollectioncostsarerelativelyhigherthanothermethodswhen

oneneedstointerviewmembersofrareorhardtolocatepopulations.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIiarebothtrue

D)NeitherInorIIaretrue

Answer:A

PageRef:253

Difficulty:Difficult

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

22)Whatisthenamegiventoaresearchdesignthatcombinestwoormoreapproachestodatacollection,forexample,collectingdatathroughbothonlineandtelephoneinterviews.

A)Composite

B)Metacombined

C)Hybrid

D)Heterogeneous

Answer:C

PageRef:253

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

23)Multi-modaldesignshavethepotentialtoincreasedataqualitythrough________.

A)increasedresponserate

B)lowercostperrespondent

C)higherpercentagesoftargetaudienceselection

Answer:A

PageRef:254

Difficulty:Difficult

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

24)Thetextdiscussescriteriaforselectingadatacollectionmethod.Howmanyofthecriteriashownbelowarerecommendedcriteria?

-cost

-timingrequirements

-clientpreference

-fieldserviceexpertise

A)1

B)2

C)3

D)4

Answer:B

PageRef:254

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

25)Thetextdiscussesfactorswhichcaninfluencethecostofasurvey.Howmanyofthefactorsnotedbelowwerenotedasinfluencersofcost.

-thecostoflongdistancetelephonecalls

-requiredresponserate

-samplecharacteristics

-degreeofclientparticipationinresearchplanning

A)1

B)2

C)3

D)4

Answer:B

PageRef:254

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

26)Whenfacedwithcomparableparameters,personalinterviews(versusotherapproachestodatacollection)tendtobethemostexpensiveformofdatacollection.

Answer:TRUE

PageRef:254

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

27)Whenplanningaresearchstudy,aresearchershouldalwaysselectthedatacollectionmethodthathastheabsolutelowestcost.

Answer:FALSE

PageRef:254

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

28)Telephoneand________surveysgenerallyrequiretheleastamountoftimetocollectthedata.

A)online

B)personal,face-to-face

C)mail

Answer:A

PageRef:255

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

29)Personalinterviewsarealmostalwaysthe________formofdatacollection.

A)slowest

B)leastexpensive

C)leastinteresting

D)mostcomplex

Answer:A

PageRef:255

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

30)________controlreferstotheextenttowhicharesearchercancontrolwhorespondstoasurvey.

A)Administrative

B)Survey

C)Sample

D)Interview

Answer:C

PageRef:255

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

31)________controlreferstotheextenttowhicharesearcherhascontroloverthecircumstancesinwhicharespondentprovideshisorheranswerstoasurvey.

A)Administrative

B)Survey

C)Sample

D)Interview

Answer:D

PageRef:255

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

32)Considerthetwostatementsbelow.

I. Personalandtelephoneinterviewsprovidethegreatestdegreeofinterviewcontrol.

II. Mailandonlinesurveysprovideweaksamplecontrol.

Which,ifany,ofthesestatementsis(are)correct?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:A

PageRef:255

Difficulty:Difficult

LearningObj.:LO2

Classification:Conceptual

33)________controlreferstothedegreetowhicharesearcherisabletomonitorinterviewerquality.

A)Administrative

B)Survey

C)Sample

D)Interview

Answer:A

PageRef:255

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

34)Theconceptofadministrativecontrolisonlyappropriateforonlinesurveys.

Answer:FALSE

PageRef:256

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

35)Thebestmethodforcollectingcompleteandconsideredresponsesis________interviews.

A)personal,face-to-face

B)telephone

C)mail

D)online

Answer:A

PageRef:256

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

36)________interviewsaremostappropriatewhenboththetopicandquestionnairearecomplex.

A)Personal,face-to-face

B)Telephone

C)Mail

D)Online

Answer:A

PageRef:256

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

37)________interviewsaremostappropriateforrelativelysimpletopicswithorwithoutquestionnairecomplexity.

A)Personal,face-to-face

B)Telephone

C)Mail

D)Online

Answer:D

PageRef:256

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

38)Personalcontactisessentialforlongersurveys.

Answer:TRUE

PageRef:257

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

39)________referstothepercentageofthevalidsamplewhocompletedanintervieworsurvey.

A)Surveyratio

B)Responserate

C)Responseratio

D)Ratingcompletes

E)Respondentratio

Answer:B

PageRef:258

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

40)Aresponserateiscalculatedbydividingthenumberofrespondents________bythenumberofrespondentsinthevalidsample.

A)contacted

B)completingthesurvey

C)inthesampleframe

D)inthepopulationofinterest

Answer:B

PageRef:258

Difficulty:Difficult

LearningObj.:LO3

Classification:Application

AACSBStandard:AnalyticSkills

41)Aresearchstudyhasaresponserateof75%.Thenonresponseratewouldbe:

A)15%

B)20%

C)25%

D)cannotbedeterminedwiththeinformationprovided

Answer:C

PageRef:258

Difficulty:Moderate

LearningObj.:LO3

Classification:CriticalThinking

AACSBStandard:AnalyticSkills

42)Nonresponseerrorhasthepotentialtodistortthefindingsofsurveyresearch.

Answer:TRUE

PageRef:258-260

Difficulty:Easy

LearningObj.:LO3

Classification:Conceptual

43)Thetwomainsourcesofnonresponseerrorare:________andnot-at-homes.

A)refusals

B)lackofalandline

C)inabilitytousemobileapps

D)riseofsocialmedia

Answer:A

PageRef:260

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

44)Thefollowingtwostatementsrefertoresponserate.

I. Suggestionsforincreasingtheresponserateinmailinterviewsinclude

usingincentivesatappropriatelevelsandusingadvancenotification.

II. Along,detailedscreenerislikelytoincreaseresponserateinmallintercept

interviews.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:A

PageRef:261

Difficulty:Moderate

LearningObj.:LO4

Classification:Application

AACSBStandard:AnalyticSkills

45)Whenthinkingaboutane-mailinvitationtoanonlinesurvey,whichofthefollowingisNOTarecommendedguideline?

A)reassurepeopleregardingprivacyandconfidentiality

B)makecertainthesurveylinkisclickable

C)avoidpersonalizationortheuseofrealnamesinthe"From"field

D)keepitshort

Answer:C

PageRef:263

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

46)Youwanttotestthreeadvertisingconceptsinordertoidentifythestrengthsandweaknessesofeach.Youarenotconcernedaboutobtainingarandomsampleasthisresearchisdiagnosticinnature.Thequestionnaireislong,andseveralquestionshavetypicallybeendifficultforrespondentstoanswer.Wouldyourecommendconductingthisresearchviatelephone,online,orin-person?

Answer:In-personisthebestchoice.Thisapproachwouldensurethatallindividualswereexposedtotheadvertisingconceptand,inaddition,thepresenceofapersonalinterviewerisrecommendedwheneverthequestionnaireislongorcontainscomplexquestions(asisthecasehere.)

PageRef:247-253

Difficulty:Difficult

LearningObj.:LO3

Classification:Synthesis

AACSBStandard:AnalyticSkills

47)Youwanttoconductatelephonesurveyamongcollegestudents.Wouldyourecommendtheuseofalandlineonlysample,acellphoneonlysample,oradualframedesign?

Answer:Adualframedesign,suchasthatusedbythePewCenter,isthebestdesignasitwouldincludeacellphonesamplewithoutbiasingthetotalsample.Thecellphonesampleisimportantbecausethisistheprimaryphoneformanycollegestudents,butitwouldbebiasingtoexcludeasample