Test bank herman aguinis – performance management ch09
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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
9. Systematic errors are also called nonsampling errors.
© 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: 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.
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
© 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.
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.
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
© 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.
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:
a. inexpensive
b. random
c. efficient
d. 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:
© 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.
random sampling error
interviewer error
nonresponse error
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
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
© 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.
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
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
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.
NAT: AACSB: Reflective Thinking
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
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
© 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.
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
NAT: AACSB: Reflective Thinking
REF: p. 197
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
REF: p. 198
© 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
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
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
© 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: 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
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
© 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.
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 who is not at home when an interviewer calls is called a(n) ____________________.
ANS: no contact
PTS: 1
REF: p. 190
NAT: AACSB: Reflective Thinking
9. A person who hangs up the phone when he is asked to answer a few questions about his television
viewing habits because he is not interested in participating in the study is called a(n)
____________________.
ANS: refusal
PTS: 1
REF: p. 190
NAT: AACSB: Reflective Thinking
10. If the interviewer’s presence influences respondents to give untrue or modified answers, the survey
will be marred by ____________________.
ANS: interviewer bias
PTS: 1
REF: p. 193
NAT: AACSB: Reflective Thinking
11. When a mistake is made in carrying out the design of a research study, this is called
____________________ error.
ANS: administrative
PTS: 1
REF: p. 194
NAT: AACSB: Reflective Thinking
12. When an interviewer does not record the respondent's answers correctly, this is an example of
____________________ error.
ANS: interviewer
PTS: 1
REF: p. 194
NAT: AACSB: Reflective Thinking
13. When a respondent is asked to check his or her gender as Male or Female, this is an example of a(n)
____________________ question.
ANS: structured
PTS: 1
REF: p. 195
NAT: AACSB: Reflective Thinking
14. When an interviewer asks a respondent, "Why do you use that brand of dish soap?", this is an example
of a(n) ____________________ question.
© 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: unstructured
PTS: 1
REF: p. 196
NAT: AACSB: Reflective Thinking
15. A group of consumers who participate in a longitudinal study in which they record their shopping
behavior for food items is called a(n) ____________________.
ANS: consumer panel
PTS: 1
REF: p. 198
NAT: AACSB: Reflective Thinking
ESSAY
1. Define surveys and describe the type of information that may be gathered in a survey.
ANS:
A survey is defined as a method of collecting primary data based on communication with a
representative sample of individuals. The type of information gathered in a survey varies considerably
depending on its objectives. Typically, surveys attempt to describe what is happening, what people
believe, what they are like or to learn the reasons for a particular activity. More specifically, surveys
gather information to assess consumer knowledge and awareness of products, brands, or issues and to
measure consumer attitudes and feelings. Surveys can describe consumer characteristics including
purchasing patterns, brand usage, and descriptive characteristics including demographics and lifestyle.
Not all survey research is conducted with the ultimate consumer - some focus on wholesalers, retailers,
or industrial buyers. Although most surveys are conducted to quantify certain factual information,
some aspects of surveys may also be qualitative.
PTS: 1
REF: p. 186
NAT: AACSB: Reflective Thinking| AACSB: Communication
2. Explain the advantages of surveys.
ANS:
Survey research presents numerous advantages. They provide a quick, often inexpensive, efficient,
and accurate means of assessing information about a population. Researchers can apply fairly
straightforward statistical tools in analyzing sample survey results.
PTS: 1
REF: p. 187
NAT: AACSB: Reflective Thinking| AACSB: Communication
3. Name and describe the types of response bias.
ANS:
Responses bias falls into four specific categories:
(1) Acquiescence bias - a tendency to agree with all or most questions.
(2) Extremity bias - results because some individuals tend to use extremes when responding to
questions.
(3) Interviewer bias - occurs because the presence of the interviewer influences respondents’ answers.
(4) Social desirability bias - may occur either consciously or unconsciously because the respondent
wishes to create a favorable impression or save face in the presence of an interviewer.
PTS: 1
REF: pp. 192-194
NAT: AACSB: Reflective Thinking| AACSB: Communication
© 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.
4. Compare and contrast cross-sectional studies and longitudinal studies.
ANS:
Although most surveys are for individual research projects conducted only once over a short time
period, other projects require multiple surveys over a long period. A cross-sectional study is one in
which various segments of a population are sampled and data are collected in a single moment in time.
Most research surveys fall into this category. In a longitudinal study, respondents are questioned at
multiple points in time. The purpose is to examine continuity of response and to observe changes that
occur over time. Some longitudinal studies are similar to cross-sectional studies in that they survey
different samples every time the study is conducted (e.g., cohort study). However, other longitudinal
studies gather data from the same sample of individuals over time (e.g., consumer panel).
PTS: 1
REF: pp. 196-197
NAT: AACSB: Reflective Thinking| AACSB: Communication
5. Discuss the stages in the total quality management process and the importance of survey research at
each stage.
ANS:
Total quality management is a business strategy that emphasizes market-driven quality as a top
priority. Research is important at each of the following stages:
(1) Commitment and exploration stage - exploratory study to determine the quality of customer
wants, discover customer problems, and identify the importance of specific attributes. Exploratory
study is also useful to determine employees’ awareness of quality standards for their job.
(2) Benchmarking stage - conduct a study to measure overall satisfaction and quality rating of
specific attributes and to measure employees’ actual performance and perceptions about performance.
(3) Initial quality improvement stage - tracking wave 1 measures trends in satisfaction and quality
ratings and comparing what is actually happening with what should be happening. Research is also
conducted to establish whether the company is conforming to its quality standards.
(4) Continuous quality improvement stage - tracking wave 2 measures trends in satisfaction and
quality ratings and trends in quality improvement.
PTS: 1
REF: pp. 198-201
NAT: AACSB: Reflective Thinking| AACSB: Communication
© 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.
