Ch09 testbank of guc for bi and management PDF

Preview

Summary

Ch09 testbank of guc for bi and management not owned by guc or publisher at all this is just help and document exchange...

Description

Chapter 9—Survey Research: An Overview TRUE/FALSE 1. The purpose of survey research is to collect secondary data. ANS: F The purpose of survey research is to collect primary data. PTS: 1

REF: p. 186

NAT: AACSB: Reflective Thinking

2. All survey research is conducted with consumers. ANS: F Studies also focus on wholesalers, retailers, industrial buyers, or within the organization itself. PTS: 1

REF: p. 186

NAT: AACSB: Reflective Thinking

3. Most survey research is descriptive research. ANS: T PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 186

4. Some aspects of surveys may be qualitative. ANS: T PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 186

5. Surveys provide a quick, often inexpensive, efficient, and accurate means of assessing information about a population. ANS: T PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 187

6. Survey research techniques and standards are still quite unscientific. ANS: F Survey research techniques and standards have become quite scientific and accurate. PTS: 1

REF: p. 187

NAT: AACSB: Reflective Thinking

7. Two major sources of survey error are random sampling error and systematic error. ANS: T PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 188

8. Unless sample size is increased, random sampling errors are unavoidable in survey research. ANS: T PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 188

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

9. Systematic errors are also called nonsampling errors. ANS: T PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 189

10. A sample bias exists when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter. ANS: T PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 189

11. Two general categories of systematic error are Type I errors and Type II errors. ANS: F The two general categories of systematic error are respondent error and administrative error. PTS: 1

REF: p. 189

NAT: AACSB: Reflective Thinking

12. Nonresponse is a type of respondent error. ANS: T PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 189

13. In evaluating the value of survey research, the researcher should be sure that those who did not respond to the survey are representative of those who did respond to the survey on important characteristics. ANS: T PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 190

14. The number of "no contacts" in survey research has been decreasing because of the increased use of telephone answering machines by consumers. ANS: F The number of no contacts in survey research has been increasing because of the proliferation of answering machines, mobile phones, and the growing use of caller ID to screen calls. PTS: 1

REF: p. 190

NAT: AACSB: Reflective Thinking

15. No contacts occur when people are unwilling to participate in the research. ANS: F This type of error is referred to as refusals. No contacts are people who are not accessible on the first and second contact. PTS: 1

REF: p. 190

NAT: AACSB: Reflective Thinking

16. Self-selection biases in survey research overrepresent indifferent responses and underrepresent extreme consumer positions. © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

ANS: F Self-selection biases in survey research underrepresent indifferent responses and overrepresent extreme consumer positions. PTS: 1

REF: p. 191

NAT: AACSB: Reflective Thinking

17. A response bias occurs when respondents tend to answer questions with a certain slant. ANS: T PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 191

18. The categories of response bias are mutually exclusive from one another. ANS: F These categories overlap and are not mutually exclusive. PTS: 1

REF: p. 192

NAT: AACSB: Reflective Thinking

19. When a respondent "puffs up" his answers in an interview in order to make a favorable impression on the interviewer, this is an example of exaggeration bias. ANS: F This is social desirability bias. PTS: 1

REF: p. 193

NAT: AACSB: Reflective Thinking

20. When an interviewer is not able to write fast enough to record the respondent’s answers verbatim, this is an example of interviewer cheating. ANS: F This is an example of interviewer error. PTS: 1

REF: p. 194

NAT: AACSB: Reflective Thinking

21. Surveys may be classified based on the method of communication, the degrees of structure and disguise in the questionnaire, and the time frame in which the data are gathered. ANS: T PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 195

22. When the same respondents are questioned several times over a period of months, this is an example of a longitudinal study. ANS: T PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 197

23. A longitudinal study that gathers data from the same sample of individuals or households over time is called a cohort study.

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

ANS: F This is a consumer panel. Cohort studies survey several different samples at different times. PTS: 1

REF: p. 198

NAT: AACSB: Reflective Thinking

24. Total quality management is a business strategy that emphasizes market-driven quality as a top priority. ANS: T PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 198

25. Implementing a total quality management program requires considerable survey research. ANS: T PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 199

MULTIPLE CHOICE 1. The people who answer survey questions are referred to as: a. researchers b. clients c. respondents d. users

ANS: C PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 186

2. A survey can collect information using which of the following techniques? a. telephone b. face-to-face interviews c. mail d. all of the above

ANS: D PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 186

3. Which of the following can be the target of survey research techniques? a. wholesalers b. employees c. consumers d. all of the above

ANS: D PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 186

4. All of the following are advantages of survey research EXCEPT: © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

a. b. c. d.

inexpensive random efficient accurate

ANS: B PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 187

5. When a research study is not conducted according to the plan in the proposal for the research study, what kind of error has occurred? a. random sampling error b. systematic error c. respondent error d. implementation error

ANS: B PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 189

6. Systematic errors are also called: a. random sampling error b. interviewer error c. nonresponse error d. nonsampling errors

ANS: D PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 189

7. Systematic error is divided into which two general categories? a. respondent error and administrative error b. random sampling error and administrative error c. response bias and interview error d. primary error and secondary error

ANS: A PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 189

8. People who are not contacted or who refuse to cooperate are called: a. random errors b. biased respondents c. sample selection errors d. nonrespondents

ANS: D PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 190

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

9. Barbara received a phone call asking her to participate in a survey. She told the interviewer that she was too busy and could not participate. This is an example of: a. random sampling error b. administrative error c. nonresponse error d. interviewer error

ANS: C PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 190

10. People who are unwilling to participate in a research project are referred to as: a. refusals b. deviations c. no contacts d. random errors

ANS: A PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 190

11. In a research study, a potential respondent who is not at home at either the first or second attempt to reach this person by phone is called a(n): a. sample bias b. no contact c. interviewee d. random sampling error

ANS: B PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 190

12. 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, this is an example of: a. random sampling error b. self-selection bias c. auspices bias d. social desirability bias

ANS: B PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 190

13. Which of the following occurs when respondents tend to answer questions with a certain slant? a. interviewer bias b. self-selection bias c. self-preservation bias d. response bias © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

ANS: D PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 191

14. 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), this is an example of: a. nonresponse error b. auspices bias c. interviewer cheating d. deliberate falsification

ANS: D PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 191

15. The tendency for respondents to agree with most questions in a survey is known as: a. auspices bias b. interviewer bias c. extremity bias d. acquiescence bias

ANS: D PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 192

16. When a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer, this is an example of: a. interviewer bias b. auspices bias c. administrative bias d. acquiescence bias

ANS: A PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 193

17. Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer? a. random sampling bias b. social desirability bias c. administrative bias d. interviewer cheating

ANS: B PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 193

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

18. When a research company pulls a random sample of people from a phone book and that sample does not include people with unlisted numbers or who do not have landline telephone service, we say that the sample contains: a. sample selection error b. acquiescence bias c. social desirability error d. auspices bias

ANS: A PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 194

19. When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, this is an example of: a. interviewer cheating b. auspices bias c. interviewer error d. social desirability bias

ANS: C PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 194

20. When an interviewer fails to write the respondent's answer to a question verbatim because the respondent talks faster than the interviewer can write, this is an example of: a. acquiescence error b. interviewer error c. auspices bias d. interviewer cheating

ANS: B PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 194

21. Which term is sometimes used to refer to interviewers filling in responses for respondents that do not really exist? a. curb-stoning b. auspices bias c. sugging d. mere-measurement effect

ANS: A PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 195

22. Surveys are classified based on all of the following EXCEPT: a. number of questions b. method of communication c. degrees of structure and disguise in the questionnaire © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

d. time frame in which the data are gathered

ANS: A PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 195

23. When an interviewer asks the respondent to state which of six salary categories represents his gross income the previous year, this is an example of a(n): a. unstructured question b. social desirability question c. structured question d. disguised question

ANS: C PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 195

24. When an interviewer asks a respondent: "Why do you shop at Macy's department store?", this is an example of a(n) a. structured question b. disguised question c. unstructured question d. curb-stone question

ANS: C PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 196

25. Data collected at a single point in time represent a: a. longitudinal study b. point study c. static study d. cross-sectional study

ANS: D PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 196

26. Lori is participating in a research study in which she completes a questionnaire every year. She has been doing this for the past five years, and the purpose of the research is to study how consumers’ attitudes and preferences toward various food products change as they age. This type of study in which respondents are questioned at multiple points in time is called a: a. cross-sectional study b. longitudinal study c. permanent study d. structured study

ANS: B

PTS: 1

REF: p. 197

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

NAT: AACSB: Reflective Thinking 27. Longitudinal studies that survey several different samples at different times are called: a. cohort studies b. structured studies c. segmented studies d. linked studies

ANS: A PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 197

28. One research firm uses successive samples the week following the Super Bowl each year to compare trends and identify changes in consumers’ awareness of and attitudes towards Super Bowl advertising. This type of longitudinal study is called a: a. consumer panel b. progressive study c. subsequent study d. tracking study

ANS: D PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 198

29. Which of the following is a type of longitudinal study that gathers data from the same sample of individuals or households that record their purchases over time? a. cross-sectional b. cohort c. consumer panel d. tracking study

ANS: C PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 198

30. Which of the following is a business strategy that emphasizes market-driven quality as a top priority? a. inside-out management b. outside-in management c. total quality management d. benchmark management

ANS: C PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 198

31. What is the first stage of the total quality management process? a. benchmarking stage b. continuous quality improvement stage c. initial quality improvement stage © 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

d. commitment and exploration stage

ANS: D PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 200

32. All of the following are stages in the total quality management process EXCEPT: a. benchmarking stage b. testing and revising stage c. continuous quality improvement stage d. commitment and exploration stage

ANS: B PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 200

33. In which stage of the total quality management process does research establish quantitative measures that can serve as points of comparison against which to evaluate future efforts? a. exploration stage b. initial quality improvement stage c. benchmarking stage d. continuous quality improvement stage

ANS: C PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 201

34. Which dimension of quality is being studied for a Honda lawnmower when customers are asked to rate its ability to start on the first or second try? a. aesthetic design b. reliability c. serviceability d. competence

ANS: B PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 202

35. Which dimension of quality is being studied for a Harley motorcycle when a survey asks them to record the number of years that they have owned that particular Harley? a. serviceability b. durability c. reliability d. features

ANS: B PTS: 1 NAT: AACSB: Reflective Thinking

REF: p. 202

© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

COMPLETION 1. The person who answers questions in a mail survey is called a(n) ____________________. ANS: respondent PTS: 1

REF: p. 186

NAT: AACSB: Reflective Thinking

2. When primary data are collected by asking respondents questions, these data are generated by a(n) ____________________. ANS: survey PTS: 1

REF: p. 186

NAT: AACSB: Reflective Thinking

3. Chance variations in sampling due to the elements selected in the sample are called ____________________ error. ANS: random sampling PTS: 1

REF: p. 188

NAT: AACSB: Reflective Thinking

4. When a mistake in the implementation of the design of a research study is made, we say that the study has ____________________ error. ANS: systematic PTS: 1

REF: p. 189

NAT: AACSB: Reflective Thinking

5. When the results of a sample deviate in a significant way from the true value of the population mean, we say that the study has ____________________ bias. ANS: sample PTS: 1

REF: p. 189

NAT: AACSB: Reflective Thinking

6. When the people who answer a mail survey are different in important ways (e.g. income level) from the people who did not answer the survey, the survey is said to have ____________________ error. ANS: nonresponse PTS: 1

REF: p. 189

NAT: AACSB: Reflective Thinking

7. People who are not contacted or who refuse to cooperate are called ____________________. ANS: nonrespondents PTS: 1

REF: p. 190

NAT: AACSB: Reflective Thinking

8. A person wh...