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Survey Research
Survey Research
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Review of concepts taught in Marketing Survey Research
Flashcards
24 cards
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Practice quiz
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Questions
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Answers
1
Error that occurs when sampling procedures are not followed or no clearly defined
Sample design error
Frame error
Selection error
Population error
2
Error that occurs when questions are not clear or incorrectly constructed
Measurement error
Interviewer bias
Measurement instrument error
Process error
3
Advantages of Internet surveys include all of the following EXCEPT
Can be personalized
Speed of data collection
Clients don't have to monitor results real-time
Lower cost
4
Advantages of mail surveys include all of the following EXCEPT
Good for longer surveys
Convenient for participants
Responses can be confidential
Low response rate
5
The difference between responses given and true responses is called
Measurement error
Measurement instrument error
Process error
Interviewer bias
6
What type of error cannot be eliminated from a study?
Total error
Systematic error
All error can be eliminated
Random error
7
Disadvantages of Internet surveys include all of the following EXCEPT
Mobile devices could limit sophisticated studies
Cannot use images
Sample may not be representative of the population
Spam may decrease response rate
8
Study that is conducted at a single point in time and provides a snapshot of a topic is called
Qualitative study
Cross sectional study
Quantitative study
Longitudnal study
9
Which if the following survey methods is typically lowest cost?
Online
Telephone
Mail
Personal interviews
10
The % of individuals within a population that that would be qualified as potential respondents
Population
Response rate
Sample
Incidence rate
11
# respondents/# contacted =
Response bias
Response rate
Respondent error
Non-response bias
12
The list of population members from which the sample will be selected is called
Sampling frame
Selection
Sample
Population
13
Error that occurs when questionnaire is incorrectly codes or entered into computer
Measurement error
Interviewer bias
Measurement instrument error
Process error
14
Error that occurs when interviewer influences respondent's answers
Interviewer bias
Measurement error
Measurement instrument error
Process error
15
Disadvantages of phone surveys include all of the following EXCEPT
Sample distortion
Slow data collection
Declining # land lines
Screening devices
16
Error that occurs when participant deliberately falsifies or unconsciously omits or makes error
Respondent error
Non-response bias
Response rate
Response error
17
Advantages of telephone research include all of the following EXCEPT
Higher response rate
Screening devices
Low cost
Fast
18
Error of no correctly identifying the population is called
Selection error
Population error
Frame error
Sample design error
19
Disadvantages of mail surveys include all of the following EXCEPT
Cannot ask for clarification
Higher cost
Do not know who is completing the survey
High response rate
20
Error that occurs when there is a difference between responses of participants and non-partic's
Non-response error
Response rate
Response error
Respondent error
21
The only way to test for non-response bias is to
Increase the sample size
Omit responses
Conduct a second wave
Ask participants why they are not responding
22
Advantages of personal interviews and intercept studies include all of the following EXCEPT
Answers tend to be more complete
Questions can be clarified if not understood by participant
Visual aids can be used
Lack of respondent anonymity
23
Error that occurs when incorrect or incomplete sampling frame is used to select participants
Selection error
Frame error
Population error
Sample design error
24
Disadvantages of personal interviews and intercept studies include all of the following EXCEPT
Interviewer bias
Lack of respondent anonymity
Lower costs because interviewer can conduct one at a time
Poor for sensitive or embarrassing topics
