Business Research Methods Zikmund Chapter 10 Testbank PDF

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Chapter 9 Survey Research: An Overview

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Chapter 9 Survey Research: An Overview True-False Questions F 1. 175

The purpose of survey research is to collect secondary data.

T 2. 183

An interviewer's appearance and behavior can influence respondents' answers.

F 3. 182

Respondents may imply that they have more education than they actually do; this is an example of acquiescence bias.

T 4. 178

People who are not contacted are called nonrespondents.

T 5. 178

People who refuse to participate are called nonrespondents.

T 6. 189

Quality assurance means more than just meeting minimum standards.

T 7. 178

Self-selection bias allows extreme positions to be overrepresented typically while those who are indifferent are typically underrepresented.

T 8. 183

If the National Rifle Association conducts a survey on gun control using its own letterhead, it is likely that auspices bias will occur.

T 9. 175

The people who answer survey questions are called respondents.

T 10. 186

Most surveys ask both structured and unstructured questions.

T 11. 188

Total quality management is a business philosophy for integrating customer-driven quality throughout an organization.

Chapter 9 Survey Research: An Overview

74

F 12. 192

Many studies have shown that there is little difference between the level of service that customers expect and the way front-line personnel deliver the service.

F 13. 175

Most survey research is causal research.

F 14. 175

The purpose of survey research is to collect secondary data.

F 15. 192

It is impossible to apply total quality management principles to services, since it is much more difficult to measure the quality of a service than of a tangible product.

F 16. 187

In a longitudinal study, various segments of the population are sampled at a single point in time so that relationships among variables may be investigated by cross-tabulation.

F 17. 186

The purpose of a cross-sectional study is to examine the continuity of response and to observe changes that occur over time.

T 18. 187

One form of the longitudinal study is the panel study.

T 19. 186

A structured question limits the number of responses available to a particular question.

T 20. 184

A mistake in the execution of a research design can result in administrative error.

T 21. 175

Surveys provide a quick, inexpensive, efficient, and accurate means of accessing information about the population.

T 22. 175

The two major sources or categories of survey error are random sampling error and systematic error.

T 23. 177

Nonsampling error is another name for systematic error.

T 24. 178

One way to study the possible self-selection bias in respondents is to compare the demographics of the target group with the demographics of the sample respondents.

T 25.

The statistical difference between a survey that includes only those who responded and

Chapter 9 Survey Research: An Overview

178 T 26. 180

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a survey that would also include those who failed to respond would be referred to as nonresponse error. The situation in which a survey is administered can cause bias.

T 27. 175

The term "survey" can be defined as a method of data collection based on communication with a representative sample of individuals.

T 28. 181

When respondents misunderstand a question in a survey, they may unconsciously give a biased answer to the question.

T 29. 182

In research on new products, acquiescence bias is a common problem.

T 30. 178

A person who is unwilling to answer a survey is called a refusal.

F 31. 184

Improper administration of a research design can cause social desirability error.

F 32. 185

Systematic error can only occur from some imperfect aspect of research design.

T 33. 187

In longitudinal surveys, respondents are questioned at different points in time.

T 34. 185

When an interviewer cannot write fast enough to record an answer verbatim, this is called interviewer error.

T 35. 175

Surveys are based on the assumption that the information the marketer requires may be obtained simply by asking people.

T 36. 175

The term sample survey emphasizes that the purpose of contacting respondents in an interview or with a questionnaire is to obtain a representative sample of the target population.

F 37. 182

When the results to a survey are biased by yea-sayers who are very agreeable to the interviewer asking questions about a new brand, the survey has auspices bias.

T 38. 183 T 39. 186

The systematic overreporting of the consumption or purchase of a product with a positive connotation, such as milk, is an example of social desirability bias. The typical means of analyzing the data from a cross-sectional study is to divide the sample into subgroups.

Chapter 9 Survey Research: An Overview

76

T 40. 186

Disguised questions may be used to probe sensitive subjects.

F 41. 178

Nonresponse errors can only occur in mail surveys because of the methods used to collect the data.

F 42. 178

The statistical difference between a survey that includes only those who responded and a survey that also includes those who failed to respond is referred to as unintentional error.

T 43. 178

An example of self-selection bias might be the increased likelihood of response by a man who has had his flight reservation bumped and then finds a self-administered questionnaire left at the airline reservation counter.

T 44. 187

The collection of data from the same households over time is called a panel study.

F 45. 178

Self-selection biases a survey because it allows extreme positions to be underrepresented, while those who are indifferent are overrepresented.

T 46. 185

The error caused by an interviewer who fakes the answers to a questionnaire would be administrative error.

T 47. 183

When an interviewer's presence influences a respondent to say he does not have a particular appliance in his home (when he actually does), a social desirability bias has occurred.

Multiple Choice Questions B 1. 183

When investigating Americans' eating habits, researchers often find that people exaggerate their consumption of vegetables and fruit, while minimizing their consumption of fast food. This is an example of: A. nonresponse error. B. social desirability bias. C. self-selection bias. D. acquiescence bias.

A 2. 183

If a respondent wants to make a good impression on the interviewer, this could lead to: A. social desirability bias.

Chapter 9 Survey Research: An Overview

B. C. D.

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semantic confusion. sample selection error. nonresponse error.

A 3. 175

Most survey research represents which type of research? A. Descriptive research B. Predictive research C. Causal research D. Experimental research.

A 4. 190

The total quality management process begins with a(n) A. commitment and exploration B. benchmarking C. customer satisfaction analysis D. initial quality improvement

D 5. 175

Surveys have the advantage that they are: A. quick. B. relatively inexpensive. C. accurate. D. all of the above.

D 6. 182

All of the following are examples of response bias EXCEPT: A. extremity bias. B. auspices bias. C. social desirability bias. D. sample selection error.

C 7. 178

A business owner, contacted at her home office, declines to participate in a telephone survey because she doesn't have time. This is an example of: A. self-selection bias. B. a not-at-home. C. a refusal. D. extremity bias.

A 8. 184

Which of the following is NOT an example of data processing error? A. choosing an unrepresentative sample B. typographical errors during data entry C. accidentally combining answers from two respondents during data entry D. inaccurate computer software A is a study in which various segments of a population are sampled and data is collected at a single moment in time. A. panel study

B 9. 186

stage.

Chapter 9 Survey Research: An Overview

B. C. D.

78

cross-sectional study longitudinal study tracking study

A 10. 187

Which of the following is NOT a characteristic of panel studies? A. Members are selected at random. B. Panels are expensive. C. Phone interviews are often used. D. Diaries are used to aid members' recall.

B 11. 184

All of the following are examples of administrative error EXCEPT: A. data processing error. B. auspices bias. C. sample selection error. D. interviewer cheating.

D 12. 182

Which of the following is an example of response bias? A. Extremity bias B. Auspices bias C. Social desirability bias D. All of the above

D 13. 182

Research on new product development typically includes which type of response bias? A. Interviewer bias B. Auspices bias C. Extremity bias D. Acquiescence bias

C 14. 183

If the use of male interviewers in a study involving personal interviews with female respondents yields less candid responses that would be the case if female interviewers were used, this is an example of: A. social desirability bias. B. extremity bias. C. interviewer bias. D. acquiescence bias.

C 15. 186

When a respondent is asked to indicate his annual income in one of five categories, this is an example of: A. an unstructured question. B. a disguised question.

Chapter 9 Survey Research: An Overview

C. D.

79

a structured question. an unstructured-disguised question.

D 16. 183

Which of the following characteristics of an interviewer can create interviewer bias in personal interviews? A. Dress B. Gender C. Age D. All of the above

D 17. 175

A method of primary data collection based on communication with a representative sample of individuals is called A. conclusive research. B. scientific observation. C. an experiment. D. a survey.

D 18. 175

Which of the following statements does NOT adequately describe surveys? A. Surveys provide a quick, efficient, and accurate means of inferring information about the population. B. When surveys are poorly designed, the survey may be worse than none at all because the sponsor may be misled. C. Surveys require communication with a respondent. D. Surveys lack versatility and flexibility with respect to the type of issues, problems, and concepts that may be investigated.

B 19. 175

Which of the following statements about surveys is FALSE? A. The person who answers an interviewer's question is called a respondent. B. Surveys can obtain information about attitudes, but not demographic information. C. A survey is a method of primary data collection. D. Surveys may be conducted to quantify certain factual information.

C 20. 176

When total error is broken down into two major sources of survey error, they are: A. random sampling error and sample selection error. B. random sampling error and administrative error. C. random sampling error and systematic error (bias). D. sample selection error and response bias.

Chapter 9 Survey Research: An Overview

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B 21. 183

If respondents inflate their annul income figures during a personal interviewer in an attempt to please the interviewer, this is an example of: A. sample selection error. B. social desirability bias. C. unintentional error. D. self-selection error.

D 22. 176

Which of the following statements about surveys is FALSE? A. Most surveys try to represent a cross-section of a particular target population. B. Surveys require asking people questions. These people are called respondents. C. Most survey research is descriptive research. D. With a technically proper probability sample, random sampling error is eliminated.

A 23. 175

Most survey research is A. descriptive B. causal C. exploratory D. cross-sectional

B 24. 184

If mall-intercept studies conducted during the morning hours underrepresent working women in the sample, this is an example of: A. interviewer bias. B. sample selection error. C. auspices bias. D. social desirability bias.

C 25. 185

If an interviewer is unable to write fast enough to record answers verbatim during a personal interview, this is an example of: A. auspices bias. B. social desirability bias. C. interviewer error. D. random sampling error.

C 26. 178

An example of might be the increased likelihood of response by a man who has had his flight reservation bumped and then finds a self-administered questionnaire left at the airline reservation counter. A. authority error B. auspices bias C. self-selection bias

in nature.

Chapter 9 Survey Research: An Overview

D.

81

self-administered error

A 27. 185

When an interviewer intentionally skips over questions that deal with sensitive topics during a personal interview, this is an example of: A. interviewer cheating. B. auspices bias. C. social desirability bias. D. random sampling error.

B 28. 177

A results from some imperfect aspect of the research design that causes respondent error or from a mistake in the execution of the research. A. design fault B. systematic error C. random sampling error D. none of the above

A 29. 186

If a response to a survey question asks the respondent to say whether he or she is “under 35 or over 35”, this is an example of a(n): A. structured question. B. disguised question. C. cross-sectional question.. D. longitudinal question.

D 30. 185

The error caused by an interviewer who fakes the answers to a questionnaire would be: A. nonresponse error. B. systemic error. C. interviewer bias. D. interviewer cheating.

B 31. 190

At which stage of the total quality management process should the organization determine an initial measure of the frequency of customer problems? A. Commitment and exploration stage B. Benchmarking stage C. Initial quality improvement stage D. Continuous quality improvement stage

Fill in the Blank 1. 184

A(n) error is an error caused by the improper administration or execution of a research task. administrative

Chapter 9 Survey Research: An Overview

2. 183

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If respondents' answers are influenced by the organization conducting the study, this could lead to . auspices bias

3. 183

If respondents' answers are affected by their desire to appear wealthier than they actually are, this reflects . social desirability bias

4. 183

If the interviewer somehow influences the responses of people being interviewed, this is called . interviewer bias

5. 190

The total quality management process begins with a(n) stage, during which management commits to total quality assurance and researchers explore customers' needs and beliefs. (Answer could be several words). commitment and exploration

6. 190

During the stage of TQM, researchers establish quantitative measures of quality that can serve as points of comparison to evaluate future efforts. benchmarking

7. 190

The stage of TQM consists of many consecutive waves with the same purpose--to improve over the previous period. (Answer could be several words). continuous quality improvement

8. 190

During the stage of TQM, the firm begins to establish quality improvement processes within the organization. (Answer could be several words).

9. 175

initial quality improvement Surveys require asking people, who are called or written questioning.

, for information using either verbal

respondents 10. 176

The two major sources of survey error (at the most general level) are error.

error and

Chapter 9 Survey Research: An Overview

83

random sampling, systematic 11. 177

If some aspect of the research design is imperfect, or a mistake is made in the execution of the research, can result. systematic error

12. 178

The statistical difference between a survey that includes only those that responded and a survey that also includes those who failed to respond is called . nonresponse error

13. 178

We can break down response bias into two categories: misrepresentation.

and unconscious

deliberate falsification 14. 183

If respondents tend to agree with all questions, this could lead to

.

acquiescence bias 15. 183

When individuals tend to use extremes when responding to questions, we would say that their answers are characterized by . extremity bias

16. 177

A(n) exists when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter. sample bias

17. 178

Self-selection biases the survey because extreme positions may be while those who are indifferent may be represented.

represented,

over, under 18. 184

A survey that samples respondents during daytime hours in shopping centers, excluding working people who mainly shop by mail or by telephone, is an example of error.

Chapter 9 Survey Research: An Overview

84

sample selection 19. 186 20. 187

In designing a questionnaire,

limit the number of responses available.

structured questions In surveys, respondents are questioned at different points in time. longitudinal

21. 186

When researchers want to investigate different market segments in the same survey, they may choose a(n) study in which all the data are collected at a single point in time. cross-sectional

22. 178

A woman who had soup spilled on her at a restaurant is likely to fill out a questionnaire left at the table. This might result in an error of . self-selection

23. 187

A study that asks the same group of people to keep track of all their purchases for a period of time is called a(n) . panel study

24. 188

A business philosophy for integrating customer-driven quality throughout an organization is called . total quality management

25. 178

A type of bias which occurs frequently in self-administered questionnaires is called _____ bias. self-selection

26. 193

The dimension of quality for goods and services which attempts to answer the question: “Will this washing machine work properly each time it is use...