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Multiple Choice Quiz
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1

Mike is responding to a survey about his experience using a pizza delivery service. One set of questions on the survey asks questions such as "How satisfied are you with your overall experience?" The survey response options provided are Strongly Agree to Strongly Disagree. Which of the following sources of error in communication research is present in this example?
A)measurement questions
B)observers
C)interviewers
D)participants
E)all of the above
2

Which of the following can create interviewer error?
A)an unwillingness to participate
B)participant faulty recall
C)the falsification of answers
D)social desirability responding
E)all of the above
3

Individuals are more motivated to respond to surveys when _____.
A)the topic is salient
B)incentives are offered
C)respondents have a strong social network
D)they can respond at work
E)they know others like themselves have already responded
4

A researcher mailed surveys to 100,000 people but only 1,000 responded resulting in a response rate of 1%. This study is threatened by _____.
A)nonresponse error
B)response error
C)sampling error
D)measurement error
E)coverage error
5

Which type of communication data collection is typically the lowest-cost option?
A)self-administered
B)telephone interview
C)personal interview
D)record analysis
E)observation
6

Self-administered surveys should take no more than _____ for a respondent to complete.
A)10 minutes
B)15 minutes
C)30 minutes
D)45 minutes
E)there are no guidelines related to survey length
7

The refusal rate is the highest for _____
A)computer-assisted telephone interviewing
B)OTS
C)computer-administered telephone surveys
D)computer-delivered surveys
E)computer-assisted personal interviewing
8

Which limitation listed below can be overcome by the use of random digit dialing in telephone surveys?
A)inaccessible households
B)inaccurate or private listings in the telephone book
C)limited interview length
D)ease of interview termination
E)low participant involvement
9

Where might an intercept interview most likely occur?
A)mall
B)school
C)hospital
D)home
E)all of the above
10

What is the greatest disadvantage of using Web surveys for surveys of the general population?
A)cost
B)time constraints
C)Internet coverage
D)dial-up modems
E)inability to use monetary incentives





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