Data Collection & Survey Methods Flashcards

Which of the following is a method of collecting primary data in market research?

Answer: Conducting in-person surveys

Primary data in market research refers to information collected directly by the researcher for the specific purpose of the current study. Conducting in-person surveys is a direct method of gathering original data from respondents. This contrasts with secondary data, which involves analyzing existing information like historical sales records or government census data.

What is the purpose of using stratified sampling in surveys?

Answer: To ensure subgroup representation

Stratified sampling is a technique used to ensure that specific subgroups within a population are adequately represented in a survey sample. The population is divided into homogeneous strata (subgroups), and then a random sample is drawn from each stratum. This method improves the representativeness of the sample and the accuracy of findings, especially when comparing different segments of the population.

Which type of question allows respondents to answer in their own words?

Answer: Open-ended

An open-ended question allows respondents to provide detailed, qualitative answers in their own words, rather than selecting from predefined options. This type of question is valuable for gathering rich, nuanced insights, opinions, and explanations that might not be captured by multiple-choice or rating scale questions. It encourages respondents to express their thoughts freely.

Which is a disadvantage of using online surveys?

Answer: Sampling bias

Online surveys often suffer from sampling bias because they tend to reach specific demographics (e.g., those with internet access, tech-savvy individuals) and exclude others. This can lead to a non-representative sample, meaning the survey results may not accurately reflect the broader target population. While other options can be issues, sampling bias is a prominent and inherent disadvantage due to the nature of online distribution.

Which tool is most commonly used for collecting quantitative data?

Answer: Structured questionnaire

Structured questionnaires are designed with predefined questions and response options, making it easy to collect numerical data from a large number of respondents. This format allows for systematic quantification and statistical analysis, which are hallmarks of quantitative research. In contrast, ethnographic observation, unstructured interviews, and focus groups are primarily qualitative methods, yielding rich, descriptive data rather than numerical measurements.

Why is a pretest important in survey design?

Answer: To verify clarity and structure

A pretest involves administering the survey to a small sample group before the main data collection. Its primary purpose is to identify any ambiguities, confusing questions, or structural issues in the survey instrument. By verifying clarity and structure, researchers can refine the survey, ensuring that respondents understand the questions as intended and provide accurate, relevant data, thereby improving the overall quality of the research.

What is the main characteristic of a reliable data collection method?

Answer: Consistent outcomes over trials

Reliability in data collection refers to the consistency and stability of the measurement. A reliable method will produce the same or very similar results if the measurement is repeated under the same conditions. This ensures that the data collected is dependable and not subject to random fluctuations or errors, making the findings trustworthy.

Which data collection method is best suited for studying consumer behavior in a retail store?

Answer: Observation

Observation is ideal for studying consumer behavior in a retail store because it allows researchers to directly witness and record actual actions, interactions, and decision-making processes in a natural setting. This method captures authentic behavior that consumers might not accurately report in surveys or interviews. It provides insights into how products are chosen, handled, and purchased, offering a rich understanding of in-store dynamics.

Which of the following can help minimize interviewer bias?

Answer: Using standardized interview scripts

Interviewer bias occurs when an interviewer's personal opinions, expectations, or mannerisms influence a respondent's answers. Using standardized interview scripts ensures that all interviewers ask the same questions in the same way, maintaining consistency across interviews. This reduces the variability introduced by different interviewers and helps to minimize the potential for bias, leading to more objective and comparable data.