MKTG 351 Marketing Rsch Tech/Appl-Survey Research: An Overview

Chapter 8—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. 189 NAT: AACSB: Reflective Thinking

2. All survey research is conducted with the ultimate consumer.

ANS: F
Studies also focus on wholesalers, retailers, or industrial buyers.

PTS: 1 REF: p. 190 NAT: AACSB: Reflective Thinking

3. Most survey research is descriptive research.

ANS: T PTS: 1 REF: p. 190
NAT: AACSB: Reflective Thinking

4. Some aspects of surveys may be qualitative.

ANS: T PTS: 1 REF: p. 190
NAT: AACSB: Reflective Thinking

5. Surveys provide a quick, often inexpensive, efficient, and accurate means of assessing information
about a population.

ANS: T PTS: 1 REF: p. 191
NAT: AACSB: Reflective Thinking

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. 191 NAT: AACSB: Reflective Thinking

7. Two major sources of survey error are random sampling error and systematic error.

ANS: T PTS: 1 REF: p. 192
NAT: AACSB: Reflective Thinking

8. Unless sample size is increased, random sampling errors are unavoidable in survey research.

ANS: T PTS: 1 REF: p. 192
NAT: AACSB: Reflective Thinking

9. Systematic errors are also called nonsampling errors.

, ANS: T PTS: 1 REF: p. 192
NAT: AACSB: Reflective Thinking

10. A sample bias exists when the results of a sample show a persistent tendency to deviate in one direc-
tion from the true value of the population parameter.

ANS: T PTS: 1 REF: p. 192
NAT: AACSB: Reflective Thinking

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. 192 NAT: AACSB: Reflective Thinking

12. Nonresponse is a type of respondent error.

ANS: T PTS: 1 REF: p. 193
NAT: AACSB: Reflective Thinking

13. In evaluating the value of survey research, the researcher should be sure that those who did not re-
spond to the survey are representative of those who did respond to the survey on important characteris-
tics.

ANS: T PTS: 1 REF: p. 193
NAT: AACSB: Reflective Thinking

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 an-
swering machines, mobile phones, and the growing use of caller ID to screen calls.

PTS: 1 REF: p. 193 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. 193 NAT: AACSB: Reflective Thinking

16. Self-selection biases in survey research overrepresent indifferent responses and underrepresent ex-
treme consumer positions.

ANS: F
Self-selection biases in survey research underrepresent indifferent responses and overrepresent ex-
treme consumer positions.

PTS: 1 REF: p. 194 NAT: AACSB: Reflective Thinking