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| 1 | |
A Web survey should probably NOT be used for what group? |
| | A) | Professional users of Web services |
| | B) | Companies, organizations or institutions |
| | C) | Consumers who shop the Web |
| | D) | Women not employed outside the home |
| | E) | Educational or scientific occupations |
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| 2 | |
With Web questionnaires, taking the answer to a question and including it in the expression of a later question is called "response ________." |
| | A) | skipping. |
| | B) | branching. |
| | C) | rotation. |
| | D) | piping. |
| | E) | validation. |
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| 3 | |
If a Web survey program checks to see if a respondent is the type being sought before accepting that person's participation, this is called: |
| | A) | real-time processing. |
| | B) | qualification and quota control. |
| | C) | duplicate control. |
| | D) | data validation. |
| | E) | skipping. |
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| 4 | |
Which is NOT a method of Web survey duplicate control? |
| | A) | Cookies |
| | B) | Singular IP |
| | C) | Unique URL |
| | D) | Unique passwords |
| | E) | Shielding |
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| 5 | |
Which is NOT a way of classifying Web survey samples identified in the text? |
| | A) | Business versus consumer |
| | B) | Method of contact and recruitment |
| | C) | Means of inducement |
| | D) | Degree or screening |
| | E) | Duration of participation |
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| 6 | |
If a Web survey recruiter contacts only those who meet the criteria to participate, this is known as "________ screening." |
| | A) | invitational |
| | B) | selective |
| | C) | participative |
| | D) | qualification |
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| 7 | |
________ Web surveys do NOT require an inducement to respond. |
| | A) | Very few |
| | B) | Some |
| | C) | Most |
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| 8 | |
Continuing Web survey panels are a ________ source of data. |
| | A) | consistently reliable |
| | B) | relatively valid |
| | C) | quick, easy |
| | D) | well-tested and proven |
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| 9 | |
Researchers new to Web surveys would be well advised to ________ full service Web research facilities. |
| | A) | use |
| | B) | explore |
| | C) | avoid |
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| 10 | |
The cosmetic aspects of postal mail surveys are ________ important than the appearance of interview questionnaires. |
| | A) | much more |
| | B) | more |
| | C) | less |
| | D) | much less |
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| 11 | |
If a mail questionnaire uses "small print" to save space, this will often create: |
| | A) | random error. |
| | B) | systematic bias. |
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| 12 | |
Response to a mail questionnaire is greater if: |
| | A) | there is more white space, even though there are more pages. |
| | B) | there are fewer pages, even though there is less white space. |
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| 13 | |
Most firms that provide mailing lists or "namelists" have a minimum order quantity of about: |
| | A) | 500 to 1,000 |
| | B) | 5,000 to 10,000 |
| | C) | 50,000 to 100,000 |
| | D) | 500,000 to 1,000,000 |
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| 14 | |
The principal customers of mailing houses are: |
| | A) | full-service market research firms. |
| | B) | advertising agencies and their clients. |
| | C) | direct mail marketing companies. |
| | D) | government and military units. |
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| 15 | |
Which is NOT a question a cover letter should answer? |
| | A) | How will this be used? |
| | B) | Who wants to know? |
| | C) | How long will it take? |
| | D) | All these questions should be answered. |
| | E) | None of these questions should be answered. |
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| 16 | |
Which is NOT a function of good response inducements? |
| | A) | To show good will |
| | B) | To pay for time and effort |
| | C) | To be a token of appreciation |
| | D) | To catch recipients' attention |
| | E) | To improve recipients' moods |
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| 17 | |
Which is NOT a criteria for selecting inducements? |
| | A) | Economy |
| | B) | Uniqueness |
| | C) | Individualization |
| | D) | Reactivity |
| | E) | Value |
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| 18 | |
When using mail survey inducements to respond, the search for a suitable inducement should begin ________ before the survey will be sent. |
| | A) | about a year |
| | B) | several months |
| | C) | several weeks |
| | D) | a few weeks |
| | E) | several days |
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| 19 | |
Ordinarily, over 95 percent of all returns that will eventually be received from a mail survey will arrive within: |
| | A) | 1 week. |
| | B) | 2 weeks. |
| | C) | 3 to 4 weeks. |
| | D) | 1 to 2 months. |
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| 20 | |
When the initial mailing of a survey is followed by another mailing of the same questionnaire, but to different recipients, this is called: |
| | A) | remailing. |
| | B) | redropping. |
| | C) | resending. |
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