Question 1

The potential for non-response bias increases as the response rate decreases.

Accepted Answer

A) True 
 B)False

Question 2

In the context of the department store patronage project, analyzing store charge card slips to examine customer store credit usage behaviors is an example of ________.

Accepted Answer

A)  mechanical observation
B)  personal observation
C)  content analysis
D)  trace analysis

Question 3

A primary method of observation using the Internet is to count the number of times a Web page is visited.

Accepted Answer

A) True 
 B)False  True

Question 4

Which statement is false concerning the different observation methods?

Accepted Answer

A)  Mechanical observation can vary widely from low to high structure depending upon on the methods used.
B)  The degree of disguise is low in the case of audits, as it is difficult to conceal the identity of auditors.
C)  Observation bias is high in the case of mechanical observation because a human observer is involved.
D)  The ability to observe in a natural setting is low in trace analysis because the observation takes place after the behavior has occurred. C

Question 5

Observational methods may be ________ or ________.

Accepted Answer

A)  structured; unstructured
B)  direct; indirect
C)  conducted in a natural environment; conducted in a contrived environment
D)  all of the above

Question 6

________ is a method of last resort.

Accepted Answer

A)  The mail interview
B)  Content analysis
C)  Trace analysis
D)  The mall intercept interview

Question 7

According to Table 6.2 in the text, the comparative evaluation of survey methods, interviewers and supervisors involved in data collection refers to the ________ criteria.

Accepted Answer

A)  response rate
B)  control of field force
C)  social desirability/sensitive information
D)  perceived anonymity

Question 8

A mail panel consists of a large, nationally representative sample of businesses that have agreed to participate in periodic mail questionnaires and product tests.

Accepted Answer

A) True 
 B)False

Question 9

Table 6.2 in the text provides a comparative evaluation of survey methods. Which two methods were shown as high on the flexibility of data collection criteria?

Accepted Answer

A)  in-home interviews; computer assisted telephone interviews (CATI) 
B)  in-home interviews; mall intercept interviews
C)  Internet; mall intercept interviews
D)  computer assisted telephone interviews (CATI) ; mall intercept interviews

Question 10

Table 6.2 in the text provides a comparative evaluation of survey methods. Which two methods are shown as low on the quantity of data criteria?

Accepted Answer

A)  traditional telephone interviews; computer assisted telephone interviews (CATI) 
B)  in-home interviews; mall intercept interviews
C)  Internet; mall intercept interviews
D)  computer assisted telephone interviews (CATI) ; mall intercept interviews A

Question 11

Voice pitch analysis measures emotional reactions through changes in the respondent's voice and is a type of mechanical observation.

Accepted Answer

A) True 
 B)False

Question 12

What are the researcher's responsibilities with regards to anonymity in survey and observation research?

Accepted Answer

An ethical issue that is salient in surv...

Question 13

Mail panels can be used to obtain information from the same respondents repeatedly.

Accepted Answer

A) True 
 B)False

Question 14

When Canon Cameras was losing market share in the United States to Minolta, Canon decided that its distributor, Bell & Howell, was not giving adequate support. Canon sent Tatehiro Tsuruta to the United States to look into the problem. On entering a camera store, he would act just like a customer. He would note how the cameras were displayed and how the clerks served customers. Canon utilized ________, ________ observation in a ________ setting.

Accepted Answer

A)  unstructured; disguised; contrived
B)  unstructured; disguised; natural
C)  structured; undisguised; natural
D)  structured; undisguised; contrived

Question 15

Discuss the personal interviewing methods.

Accepted Answer

Personal interviewing methods may be cat...

Question 16

Decisions related to "monetary versus non-monetary" and "prepaid versus promised amount" relate to which portion of the mail interview package?

Accepted Answer

A)  outgoing envelope
B)  cover letter
C)  questionnaire
D)  incentive

Question 17

________ is an approach in which data collection is based on physical traces, or evidence, of past behavior.

Accepted Answer

A)  Mechanical observation
B)  Personal observation
C)  Content analysis
D)  Trace analysis

Question 18

In unstructured observation, potential for observer bias is high. For this reason, the observation findings should be treated as hypotheses to be tested rather than as conclusive findings.

Accepted Answer

A) True 
 B)False

Question 19

Discuss the traditional mail interview method and the typical mail interview package.

Accepted Answer

In the traditional mail interview, quest...

Question 20

________ interviewing uses a computerized questionnaire administered to respondents over the telephone.

Accepted Answer

A)  Traditional telephone
B)  In-home
C)  Computer-assisted telephone interviews (CATI) 
D)  Internet

Exam 6: Descriptive Research Design: Survey and Observation

The potential for non-response bias increases as the response rate decreases.

Correct Answer
verified

In the context of the department store patronage project, analyzing store charge card slips to examine customer store credit usage behaviors is an example of ________.

Correct Answer
verified

A primary method of observation using the Internet is to count the number of times a Web page is visited.

Correct Answer
verified
True

Which statement is false concerning the different observation methods?

Correct Answer
verified
C

Observational methods may be or .

Correct Answer
verified

________ is a method of last resort.

Correct Answer
verified

According to Table 6.2 in the text, the comparative evaluation of survey methods, interviewers and supervisors involved in data collection refers to the ________ criteria.

Correct Answer
verified

A mail panel consists of a large, nationally representative sample of businesses that have agreed to participate in periodic mail questionnaires and product tests.

Correct Answer
verified

Table 6.2 in the text provides a comparative evaluation of survey methods. Which two methods were shown as high on the flexibility of data collection criteria?

Correct Answer
verified

Table 6.2 in the text provides a comparative evaluation of survey methods. Which two methods are shown as low on the quantity of data criteria?

Correct Answer
verified
A

Voice pitch analysis measures emotional reactions through changes in the respondent's voice and is a type of mechanical observation.

Correct Answer
verified

What are the researcher's responsibilities with regards to anonymity in survey and observation research?

Correct Answer
verified
An ethical issue that is salient in surv...
View Answer

Mail panels can be used to obtain information from the same respondents repeatedly.

Correct Answer
verified

Correct Answer
verified

Discuss the personal interviewing methods.

Correct Answer
verified
Personal interviewing methods may be cat...
View Answer

Decisions related to "monetary versus non-monetary" and "prepaid versus promised amount" relate to which portion of the mail interview package?

Correct Answer
verified

________ is an approach in which data collection is based on physical traces, or evidence, of past behavior.

Correct Answer
verified

In unstructured observation, potential for observer bias is high. For this reason, the observation findings should be treated as hypotheses to be tested rather than as conclusive findings.

Correct Answer
verified

Discuss the traditional mail interview method and the typical mail interview package.

Correct Answer
verified
In the traditional mail interview, quest...
View Answer

________ interviewing uses a computerized questionnaire administered to respondents over the telephone.

Correct Answer
verified

Exam 6: Descriptive Research Design: Survey and Observation

The potential for non-response bias increases as the response rate decreases.

Correct AnswerverifiedShow Answer

In the context of the department store patronage project, analyzing store charge card slips to examine customer store credit usage behaviors is an example of ________.

Correct AnswerverifiedShow Answer

A primary method of observation using the Internet is to count the number of times a Web page is visited.

Correct AnswerverifiedTrue

Which statement is false concerning the different observation methods?

Correct AnswerverifiedC

Observational methods may be ________ or ________.

Correct AnswerverifiedShow Answer

________ is a method of last resort.

Correct AnswerverifiedShow Answer

According to Table 6.2 in the text, the comparative evaluation of survey methods, interviewers and supervisors involved in data collection refers to the ________ criteria.

Correct AnswerverifiedShow Answer

A mail panel consists of a large, nationally representative sample of businesses that have agreed to participate in periodic mail questionnaires and product tests.

Correct AnswerverifiedShow Answer

Table 6.2 in the text provides a comparative evaluation of survey methods. Which two methods were shown as high on the flexibility of data collection criteria?

Correct AnswerverifiedShow Answer

Table 6.2 in the text provides a comparative evaluation of survey methods. Which two methods are shown as low on the quantity of data criteria?

Correct AnswerverifiedA

Voice pitch analysis measures emotional reactions through changes in the respondent's voice and is a type of mechanical observation.

Correct AnswerverifiedShow Answer

What are the researcher's responsibilities with regards to anonymity in survey and observation research?

Correct AnswerverifiedAn ethical issue that is salient in surv...View AnswerShow Answer

Mail panels can be used to obtain information from the same respondents repeatedly.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Discuss the personal interviewing methods.

Correct AnswerverifiedPersonal interviewing methods may be cat...View AnswerShow Answer

Decisions related to "monetary versus non-monetary" and "prepaid versus promised amount" relate to which portion of the mail interview package?

Correct AnswerverifiedShow Answer

________ is an approach in which data collection is based on physical traces, or evidence, of past behavior.

Correct AnswerverifiedShow Answer

In unstructured observation, potential for observer bias is high. For this reason, the observation findings should be treated as hypotheses to be tested rather than as conclusive findings.

Correct AnswerverifiedShow Answer

Discuss the traditional mail interview method and the typical mail interview package.

Correct AnswerverifiedIn the traditional mail interview, quest...View AnswerShow Answer

________ interviewing uses a computerized questionnaire administered to respondents over the telephone.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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True

Correct Answer
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C

Observational methods may be or .

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
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A

Correct Answer
verified

Correct Answer
verified
An ethical issue that is salient in surv...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Personal interviewing methods may be cat...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
In the traditional mail interview, quest...
View Answer

Correct Answer
verified