Test Bank for Marketing Research, 11th edition by David A. Aaker, V. Kumar, George S.

Day an

Test Bank for Marketing Research, 11th edition by

David A. Aaker, V. Kumar, George S. Day and Robert
P. Leone

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 Test Bank

Chapter 9: Information From Respondents: Issues in Data Collection

True-False
1. A researcher who is doing a survey has the advantage of being able T
to collect a great deal of data about an individual respondent at
one time.
2. Survey data only cover knowledge, behavior, and classification F
variables. A survey is inadequate for recording a respondent's
attitudes.
3. People who refuse to be interviewed are likely to be different in T
important respects from those who agree to participate. For this
reason, a high rate of refusal may be a major source of survey
error.
4. One of the reasons which motivates people to answer survey questions T
is the opportunity for social interaction.
5. In general, a researcher may assume that one person can speak for F
all members of a household.
6. A researcher should be aware that, when in doubt, a respondent will F
give too little rather than too much information about past
behavior.
7. One of the reasons people refuse to participate in surveys is fear T
of the motives of an interviewer or of the uses to which the data
will be put.
8. There is consistent evidence that people's willingness to answer F
survey questions is related to their belief that market research
studies benefit the public.
9. Respondents who answer questions to which they do not know the F
answers can be classified as basically deceptive.
10. Toward the end of a long interview, the accuracy of responses is T
likely to decline.
11. Telephone survey is the least expense form of data collection. F
12. The length of the questionnaire is immaterial in any type of F
research.
13. Open-ended questions are most suited for self-administered F
questionnaires.
14. The reading and writing skills of the respondents and their T
motivation to cooperate are two salient considerations in choosing a
mode of data collection.
15. Group administered surveys are marked by poor response rates. F

16. One way to reduce nonresponse error is to try to interview respondents in ways T
that are less intrusive in their lives

17. Respondent’s impression of the interviewer impacts interviewer error T

1
Multiple Choice
1. An interview conducted using a given list of questions asking third person
questions is an example of b

a) structured direct interview

b) structured indirect interview
c) unstructured direct interview
d) unstructured indirect interview
e) none of the above

2. The homophily criterion states that a

a) communication is enhanced when the interviewer and the interviewee
are, or perceive themselves to be, relatively similar
b) a “home-like” environment is best suited for personal interviewing
c) interviewers should be chosen with similar characteristics
d) males are better discussion group leaders than females
e) none of the above

3. How can the problem of interviewer bias be minimized? c

a) switching to an alternative mode of data collection
b) increasing the sample size
c) validating a certain percentage of completed interviews
d) disguising the purpose of the research project
e) none of the above

4. Which one of the following is not true of collecting data by telephone? d

a) virtually everyone can be reached
b) cost is relatively low
c) a good way to reach executives and other important people
d) eliminates interviewer bias
e) none of the above

5. The best way to improve the response rate of mail interviews is to a

a) offer an incentive
b) pre-notify people of the survey
c) use colored questionnaires
d) use first class mail
e) none of the above

6. Which of the following conditions must a researcher reasonably e

satisfy in order to get meaningful survey results?
1. The population has been correctly defined and the sample
is representative of the population.
2. The respondents who are selected are willing to participate.
3. The respondents understand the interviewers' questions and
the interviewers correctly record the questions.
a. 1
b. 2
c. 3
d. 2 and 3
e. 1, 2, and 3

2
7. High refusal rates b
a. are more likely in personal interviewing than in a mail survey.
b. are a major source of error, since those who refuse to
participate are likely to differ in important respects from
respondents.
c. are beyond a researcher's control.

d. are not a problem in some surveys because those who refuse to

participate can be replaced by cooperative respondents.
e. none of the above.

8. All of the following are sources of interviewer error except a

a. an interviewer who shares with a respondent basic
characteristics, such as age and social class.
b. an interviewer in a shopping center who selects a respondent on
the basis of appearance.
c. an interviewer who tailors the language of the questionnaire to
fit an individual respondent's social characteristics.
d. an interviewer who establishes rapport with a respondent by
agreeing with the respondent's views.
e. all of these are sources of interviewer error.

9. Inaccuracy in response refers to all of the following except e

a. distortion of answers to an income question.
b. respondents who refuse to clarify their answers and who seem
anxious to end the interview.
c. respondents who forget how many times in the past month they have
been shopping and who underestimate or overestimate the number of
times when asked.
d. a wife who makes educated guesses about her husband's reading
habits.
e. an interviewer who makes up survey answers to questions that
seem silly and obvious.

10. The best solution to minimizing interview errors involves e

a. the recruitment and selection of interviewers.
b. the training of interviewers.
c. the motivation of interviewers.
d. the control of interviewers.
e. all of these.

11. The length of the questionnaire depends upon e

a. the research information sought.
b. the quantity of information required.
c. the availability of respondents.
d. the budget allocated for the research study.
e. the survey method employed.

12. In the case of a self-administered questionnaire, it is better to b

opt for ____________ questions.
a. open-ended
b. close-ended
c. visual
d. long
e. double-barreled

3
13. Group administered surveys are characterized by c
a. no response rates.
b. low response rates.
c. high response rates.
d. nonfeasibility.
e. none of the above.

14. ___________ are the most costly form of data collection. c

a. Telephone interviews
b. Mail surveys
c. Personal interviews
d. Fax surveys
e. E-mail surveys

15. The primary data collection method widely used in marketing research a
is the
a. survey method.
b. observation method.
c. focus group method.
d. experiment method.
e. Thematic appreciation test.

16. A phenotypic source of refusals refers to b

a. the indigenous characteristics of respondents
(such as age, sex and occupation)
b. characteristics of the data collection procedure
(questions asked, length of the interview)
c. respondents who refuse to clarify their answers and who seem
anxious to end the interview.
d. respondents who forget how many times in the past month they have
been shopping and who underestimate or overestimate the number of
times when asked.
e. None of the above.

17. A genotypic source of refusals refers to a

a. the indigenous characteristics of respondents
(such as age, sex and occupation)
b. characteristics of the data collection procedure
(questions asked, length of the interview)
c. respondents who refuse to clarify their answers and who seem
anxious to end the interview.
d. respondents who forget how many times in the past month they have
been shopping and who underestimate or overestimate the number of
times when asked.
e. None of the above.

18. Measuring behavior usually involves: e

a. what the respondents did or did not do
b. where the action takes place
c. the timing of action

4
Test Bank for Marketing Research, 11th edition by David A. Aaker, V. Kumar, George S. Day an

d. the frequency or persistence of behavior

e. all of the above

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