Jane Doe wants to administer a short survey on student driving habits to a representative sample of ...

Jane Doe wants to administer a short survey on student driving habits to a representative sample of students at the local university. She secures a list of students from the student directory. She assigns each student a unique number and then uses a random number table to select her sample. The student directory from which Jane selects her sample of students to contact is referred to as:
 a. sampling frame.
  b. sampling control.
  c. sampling error.
  d. sampling directory.
  e. None of the above.

Question 2

The question: What was your reaction to the Budweiser advertisement you saw on television during the Super Bowl? is an example of a type of question where the respondents are free to answer in their own words rather than being limited to choosing from among a set of alternatives:
 a. open-ended questions.
  b. closed-ended questions.
  c. scaled-response questions.
  d. ad reaction measurement.
  e. None of the above.

Question 3

John was stopped at the local shopping centers and asked if he would be willing to participate in a research study. Since John was alone and mainly doing window-shopping, he agreed to participate. John was taken to a room and shown four new advertisements and asked various questions related to the ads. This type of technique is called?
 a. Person-on-the-street interview
  b. Mall-intercept interview
  c. Drop-off survey
  d. Ad recall interview
  e. None of the above.

Question 4

Which of the following questionnaire administration methods is the LEAST expensive?
 a. Personal interviews
  b. Email/Web-based surveys
  c. Mail surveys
  d. Depth interview
  e. Telephone surveys

Question 5

Methods of questionnaire administration rank as follows in terms of time required to collect the data (quickest to slowest):
 a. Personal interviews, Web-based surveys, telephone surveys, mail surveys.
  b. Web-based surveys, telephone surveys, personal interviews, mail surveys.
  c. Web-based surveys, mail surveys, telephone surveys, personal interviews.
  d. Mail surveys, personal interviews, telephone surveys, Web-based surveys.
  e. None of the above, since all methods take about the same amount of time.

Question 6

Which of the following data collection methods provides the fastest turnaround?
 a. Mail surveys
  b. Mall interviews
  c. E-mail surveys
  d. In-home personal interviews
  e. Fax surveys

Question 7

Which of the following data collection methods is most versatile?
 a. Personal interviews
  b. E-mail surveys
  c. Fax surveys
  d. Mail surveys
  e. Phone interviews

Question 8

Which of the following statements are NOT true of mall intercepts?
 a. Due to the biased nature of the sampling frame, mall intercepts have become less popular with marketers in recent years.
  b. One problem with a mall intercept approach is that not everyone shops at malls.
  c. One problem with a mall intercept approach is that the frequency with which a person shops at a mall affects his or her likelihood of being asked to participate in the study.
  d. Both a and c.
  e. All of the above are true of mall intercepts.

Question 9

Which of the following is an accurate statement with regard to personal interviews?
 a. In general they tend to be the least expensive per completed contact.
  b. As the number of interviewers increases, so do problems of interviewer-related variations in responses.
  c. It takes as long to get replies from a small sample as from a large sample.
  d. Interviewer-induced bias is minimal.
  e. They are less costly than telephone interviews.