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Exam 7: Survey Research

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Question 21

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Explain the advantages and disadvantages of surveys.

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Survey research presents numerous advant...

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Question 22

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Self-selection biases in survey research tend to overrepresent indifferent responses and underrepresent extreme consumer positions.

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Question 23

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When a table of random numbers is used to generate phone numbers that will be called to contact potential respondents in a phone survey, ____________________ is being used.

Survey researchers generally choose from the following ways of pretesting EXCEPT

Surveys provide a quick, often inexpensive, efficient, and accurate means of assessing information about a population.

Name and describe the types of response bias.

Systematic errors are also called ____

When a respondent tells an interviewer that his annual income last year was $50, 000 because he is embarrassed to admit that it was $25, 000, ____ has occurred.

Clark was asked to complete a self-administered questionnaire posted at MySurvey.com.What type of survey did Clark complete?

The five categories of response bias are mutually exclusive from one another.

When an interviewer is not able to write fast enough to record the respondent's answers verbatim, the error called interviewer cheating has occurred.

All marketing-related survey research is conducted with the ultimate consumer in mind.

Define surveys and describe the type of information that may be gathered in a survey.

Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer?

When a hotel customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for room service to deliver his dinner, ____ has occurred.

Survey results are better than the quality of the sample and answers obtained.

When an interviewer does not record the respondent's answers correctly, ____________________ error has occurred.

The only distinction between an Internet survey and an e-mail survey hosted on a Web platform like Qualtrics is the way the researcher ____

The person who answers questions in a mail survey is called a(n)____________________

The basic calculation for obtaining a response bias is to the number of legitimately completed questionnaires returned divided by the total number of sample members provided a chance to participate.