Evaluating Survey Data Collection Methods

Marketing Research, 7/E (Burns/Bush)

Chapter 7 Evaluating Survey Data Collection Methods

1) Which of the following is NOT part of the definition of survey?

A) interviews

B) large number

C) predesigned questionnaires

D) respondents

E) computer

Answer: E

Difficulty: Moderate

Objective: 1

Question type: Concept

Course LO: Compare and contrast data collection methods

2) Which of the following is an advantage to the use of survey methods?

A) standardization

B) high response rates

C) nonsuitability to tabulation and statistical analysis

D) unique answers for each respondent

E) very low cost

Answer: A

Difficulty: Moderate

Objective: 1

Question type: Concept

Course LO: Compare and contrast data collection methods

3) The four questions of who, what, why and how are relevant to which of the following aspects of conducting surveys?

A) tapping the unseen in survey research

B) computer-administered surveys

C) self-administered surveys

D) subgroup analysis

E) simplified administration

Answer: A

Difficulty: Moderate

Objective: 1

Question type: Concept

Course LO: Compare and contrast data collection methods

4) Which of the following is NOT a method for collecting survey data?

A) person-administered surveys

B) computer-administered surveys

C) self-administered surveys

D) multiple modal surveys

E) mixed-mode surveys

Answer: D

Difficulty: Easy

Objective: 1

Question type: Concept

Course LO: Compare and contrast data collection methods

5) What is NOT a unique advantage of using person-administered surveys?

A) feedback

B) rapport

C) quality control

D) speed

E) adaptability

Answer: D

Difficulty: Moderate

Objective: 2

Question type: Concept

Course LO: Compare and contrast data collection methods

6) Adaptability refers to the ability to react to respondent differences. Which survey method is best suited for adaptability?

A) computer-administered surveys

B) self-administered surveys

C)...