当代市场调研 （原第12版）测试题及答案 ch06

Chapter6 Testbank

Chapter6:TraditionalSurveyResearch

MultipleChoice

Whichofthefollowingisnotareasonsurveyshaveahighrateofusageinmarketingresearch?

a. theneedtoknowwhycertainthingsaredoneornotdone

b. theneedtoknowwhodoescertainthings

c. theneedtoexplaincauseandeffectrelationships

d. theneedtoknowhowconsumersmakedecisions

e. Allarereasonsforthehighrateofusageofsurveysinmarketingresearch.

Answer:c

Collectinginformationsuchasconsumerdemographicsandlifestylecharacteristicswouldbeillustrativeofwhichreasonforthehighusageofsurveysinmarketingresearch?

a. Theneedtoknowwhycertainthingsaredoneornotdone

b. Theneedtoknowwhodoescertainthings

c. Theneedtoexplaincauseandeffectrelationships

d. Theneedtoknowhowconsumersmakedecisions

e. Allarereasonsforthehighrateofusageofsurveysinmarketingresearch

Answer:b

Thedifferencebetweenthesamplevalueandthetruevalueinthepopulationunderstudyisreferredtoas_______.

a. samplingerror

b. randomerror

c. measurementerror

d. chancecorrelation

e. noneofthese

Answer:a

_____________resultsfrommistakesorproblemsintheresearchdesign.

a. Systematicerror

b. Processingerror

c. Interviewererror

d. Randomerror

e. Noneofthese

Answer:a

Whenaresearcherusesanincompletesamplingframeforastudy,thisisreferredtoas__________.

a. surrogateinformationerror

b. selectionerror

c. frameerror

d. noneofthese

Answer:c

Amanufacturerofdessertstestedanewfive-minutedessertonworkingfemales.Amarketingresearchfirmwasemployedtomeasureconsumerresponsetothedessert.Theresultsofthesurveyweredismal.Themanufacturerwassurethenewquickiedessertwouldbeappealingtoworkingfemales.Afollow-upfocusgrouprevealedthatworkingfemaleswithoutchildrenwerenotinterestedinthenewidea,butworkingfemaleswithchildrenwere.Whatkindoferrorwasevidentintheinitialsurvey?

a. sampleframeerror

b. randomerror

c. populationspecificationerror

d. surrogateinformationerror

e. noneofthese

Answer:c

Thefactthatnoteveryhouseholdhasapublishedphonenumbercancausewhichtypeoferrorintelephonesurveys?

a. sampleframeerror

b. randomerror

c. populationspecificationerror

d. surrogateinformationerror

e. surrogatesamplingvariation

Answer:a

Thistypeofsampledesignerrorcanoccurevenwhenthepopulationiscorrectlyspecifiedandapropersampleframeisbeingused.

a. measurementerror

b. interviewererror

c. processingerror

d. selectionerror

e. nonsystematicerror

Answer:d

Aresearcherhired20interviewerstoconductdoor-to-doorinterviewsinaparticularcity.Intheprocessofverifyingtheresponsesforoneoftheinterviewers,theresearcherfoundthattheinterviewersurveyedconsecutivehousesinaparticularsubdivision,insteadofselectingeverythirdhouse.Whatkindoferrorhasoccurredhere?

a. selectionerror

b. measurementerror

c. processingerror

d. interviewererror

e. surrogateinformationerror

Answer:a

Amarketingresearchersubcontractsthedatacollectionprocesstoafieldservicesfirm.Afterthedataiscollected,theresearcheriseditingthequestionnaires,andfindsalargenumberofmistakes.Inmanycasesskippatternswerenotfollowed,anddifficultquestionswereoftenskipped.Theresearchercontactsseveralofthepersonsthatdidtheinterviewingandfindsthattheyreceivedlittle,andinsomecases,notrainingorsupervision.Whatkindoferrorisevidenthere?

a. processingerror

b. interviewererror(bias)

c. surrogateinformationerror

d. questionnairebias

e. samplingerror

Answer:b

Inthepretestingofaquestionnaire,aresearcherfindsthatrespondentsperceiveseveralofthequestionsasleading,andothersasdifficulttounderstand.Iftheresearcherdoesnotmakethenecessaryrevisionstothequestionnaire,therewillprobablybealargeamountofwhichofthefollowing?

a. processingerror

b. interviewererror

c. surrogateinformationerror

d. questionnairebias

e. over-archingbias

Answer:d

Aquestionnairethatisnotcomputercoded,therebyincreasingthecomplexityofinputtingthequestionnairedataintoadatabase,willprobablysufferfromwhichofthefollowing?

a. processingerror

b. interviewererror

c. surrogateinformationerror

d. questionnairebias

e. bigdataerror

Answer:a

Whentheresearcherachievesaverylowresponserate,he/sheshouldbeconcernedwith______________.

a. surrogateinformationerror

b. refusalrateerror

c. nonresponsebias(error)

d. questionnairebias(error)

e. responsebias

Answer:c

Whensurveyrespondentsdeliberatelyfalsifytheirincomethisisknownaswhichtypeofbias?

a. interviewerbias

b. nonresponsebias

c. questionnairebias

d. responsebias

e. selectionbias

Answer:d

Whichofthefollowingiscurrentlytheleastpopulartypeofdatacollection?

a. Internetsurveys

b. mailsurveys

c. door-to-doorinterviews

d. telephonesurveys

Answer:c

Whichofthefollowingdatacollectiontechniquescanproduceexcellentsamplequality?

a. mailsurveys

b. mallintercept

c. centrallocationtelephone

d. self-administeredinterviews

e. executiveinterviews

Answer:c

WhichofthefollowingisanadvantageofCATI?

a. theinterviewingprocesscanbemonitored

b. thecomputercanhelpcustomizequestionnaires

c. eliminatingselectionbias

d. computertabulationofdatacanoccuratanytime

e. AlloftheseareadvantagesofCATI.

Answer:e

Whichofthefollowingisanexampleofaself-administeredquestionnaire?

a. telephonesurvey

b. door-to-doorsurvey

c. mailsurvey

d. mallintercept

e. depthinterview

Answer:c

Aresearcherwhowantstouseprobingshouldconsiderusingwhichtypeofquestionnaire?

a. mail

b. Internet

c. telephone

d. Kioskquestionnaire

Answer:c

Todeterminehowthesamegroupofrespondentsfeelsatdifferentpointsoftime,theresearchermustusewhatkindofstudy?

a. mail

b. Internet

c. telephone

d. longitudinal

Answer:d

__________istheindustrialequivalentofdoor-to-doorinterviewing.

a. Mall-interceptinterviewing

b. Telephoneinterviewing

c. Corporateinterview

d. Executiveinterview

Answer:d

Whatinterviewsareconductedbyrunningintopeopleinabigshoppingareaandinterviewingthemface-to-face?

a. Mall-interceptinterviews

b. Door-to-doorinterviews

c. Executiveinterviews

d. Randominterviews

Answer:a

Whatreferstotheextenttowhichthequestionnairefollowsasetsequenceororder,hasapredeterminedwordingofquestions,andreliesonclosed-endedquestion?

a. Arrangement

b. Structure

c. Configuration

d. Organization

Answer:b

Allofthefollowingareexamplesofsampledesignerrorexcept?

a. selectionerror

b. frameerror

c. measurementbiaserror

d. populationspecificationerror

e. allofthesearesampledesignerrors

Answer:c

Whichofthefollowingisnotadeterminationofthesurveymethod?

a. samplingprecision

b. qualityofdata

c. budget

d. lengthofquestionnaire

e. allofthesearedeterminationsofthesurveymethod

Answer:e

Whichofthefollowingdoesnotmatchitsrecommendedtimelimitforthemodeofresearch?

a. Face-to-face(in-home,office):20minutes

b. Telephone:15minutes

c. Mallintercept:15minutes

d. Online:15minutes

e. Individualdepthinterview:10minutes

Answer:e

Whichofthefollowingerrorscanbereducedonlybyincreasingthesamplesize?

a. systematicerror

b. randomsamplingerror

c. frameerror

d. responsebias

e. selectionerror

Answer:b

TheBureauoftheCensusreportedthatamoreaccurateestimateofthetotalpopulationintheU.S.couldbeaccomplishedbyacarefullyselectedsample,ratherthanwithacensus.Whatbroadclassificationoferrorsistheresearcherindirectlyalludingto?

a. randomerror

b. selectionerror

c. measurementerror

d. frameerror

e. noneofthese

Answer:c

Iftheclientneedstohavesurveyresultsquickly,whichofthefollowingmethodswouldbebest?

a. Internet

b. MallIntercept

c. Telephone

d. ExecutiveInterview

Answer:a

Telephonesurveycompletionratesfallintowhichofthefollowingranges?

a. 0–5percent

b. 6–10percent

c. 11–15percent

d. 16–20percent

e. Over20percent

Answer:b

Whichofthefollowingsurveytypeshasthelongestmaximumrecommendedlength?

a. Telephone

b. Mall-intercept

c. Online

d. Face-to-face

e. Individualdepthinterview

Answer:e

Whichofthefollowingsurveytypeshastheshortestmaximumrecommendedlength?

a. Telephone

b. Mall-intercept

c. Online

d. Theyareallaboutthesame

Answer:d

True/False

Surveyshavealowrateofusageinmarketingresearchcomparedtoothermeansofdatacollection.

Answer:False

Thetotalamountoferrorinaparticularprojectinvolvingasurveyisreferredtoasrandomerror.

Answer:False

Mostmarketingresearchiscompletelyerrorfree.

Answer:False

Measurementerrorisoftenamoreseriousthreattosurveyaccuracythanisrandomerror.

Answer:True

Usingaphonebookasasamplingframewouldnotresultinsamplingframeerror.

Answer:False

Wheninterviewersfalsifydata,thetypeoferrorintroducedisinterviewererror.

Answer:True

Oneofthemajorcausesofsurrogateinformationerrorisfailuretoproperlydefinetheresearchproblem.

Answer:True

Itispossibleforrespondentstofalsifyanswersunconsciously.

Answer:True

Random-digitdialingenablesmarketresearcherstoreachhouseholdswithunlistedphonenumbers.

Answer:True

Inabilitytoprobeisamajordisadvantageofmailandself-administeredinterviews.

Answer:True

Mailsurveysareatypeofself-administeredquestionnaire.

Answer:True

Thequalityofdataismeasuredintermsofvalidityandreliability.

Answer:True

Iftheclientneedstohavesurveyresultsquickly,theInternetisnotthebestchoice.

Answer:False

Interviewersaretypicallythemaininterfacewithconsumersandare,therefore,avitallinktoconsumercooperation.

Answer:True

Door-to-doorinterviewswereatonetimethoughttobethebestsurveymethod.

Answer:True

Mall-interceptinterviewsarenolongeracommonmethodforconductingpersonalinterviews.

Answer:False

Interviewererrorisaresultofaproblemwiththequestionnaire.

Answer:False

Dataacquisitionbiasisatypeofsampledesignerror.

Answer:False

Randomdigitdialingthatincludescellphonesmayyieldamoreefficientsamplethanamailsurvey.

Answer:True

Self-administeredinterviewsareoftenusedinmallsorothercentrallocationswheretheresearcherhasaccesstoacaptiveaudience.

Answer:True

Alateralstudyisonethatquestionsthesamerespondentsatdifferentpointsintime.

Answer:False

Itiseasiertoreacharespondentwhentheyuseasmartphoneratherthanalandlinephone.

Answer:False

Culturecancreateseveralformsofresponsebias.

Answer:True

Shoppingmalltraffichasincreaseddramaticallyinthepasttenyears.

Answer:False

Itiseasiernowthanevertofindaqualifiedrespondentinamall-interceptsurvey.

Answer:False

EssayQuestions

Whattypesoferrorwouldbemostlikelyineachofthefollowingcircumstances?A.telephonesurveyusingonlyatelephonebook.B.havingmembersoftheDallasCowboysCheerleadingSquadadministermall-interceptinterviewsaskingrespondentshowmuchtheyspendoneatingoutinayear.C.mailsurveyofphysicians“Pleaseindicateyourannualhouseholdincome.”

Answer:A.sampleframeerror,especiallyifthetelephonebookismorethansixmonthsold.Wouldalsomissindividualswhoonlyhaveacellphone.B.interviewerbias,inthatrespondentswouldbecomedistractedwiththeappearanceoftheinterviewer;andresponsebias,asthetimeperiodistoolongforrespondentstobeabletoaccuratelyestimatehowmuchtheyspenteatingout.C.nonresponsebias,asprofessionalsaretheleastlikelytorespondtoasurveyunlessitissomethingthatdirectlyaffectsthem,andmailsurveysgenerallyhaveproblemswithhighnonresponserates;andresponsebiasintheformofdeliberatefalsification,astheincomequestionproduceshighrefusalratesevenwhencategorized.Askingfortheexactamountwillresultineitherrefusalorfalsificationoftheamount.

Whatarethemajorfactorsthatdeterminetheselectionofaparticularsurveymethod?

Answer:

Budget

Needtoexposerespondenttovariousstimuliandhaverespondentperformspecializedtasks

Lengthofquestionnaire

Incidencerate

Degreeofstructureofquestionnaire

Timeavailabletocompletesurvey

Aclientiscontractingwithamarketingresearchsupplierconcerningasurveythatwouldbeansweredmultipletimesoveraperiodoftime.Whichofthenon-Internetformsofsurveyresearchwouldbemostappropriate?

Answer:Longitudinalresearchcanbestbeaccomplishedviamailpanels,astherespondentshaveusuallyagreedtoparticipateinanumberofsurveysoveraperiodoftime.Theothernon-Internetsurveymethodsdonotconsistofasampleframeinwhichthepotentialrespondentshaveagreedtoparticipateforaperiodoftime.

Apotentialmarketingresearchclientcontactsasupplieraboutapossiblesurvey.Itseemsthattheclient