Question 1

A question that asks the age of a respondent in years would be scaled as:

Accepted Answer

A) nominal. 
B) ordinal. 
C) interval. 
D) ratio. 
E) rank-order. 
A) nominal. 
B) ordinal. 
C) interval. 
D) ratio. 
E) rank-order.

Question 2

Which of the following is defined as determining if and how much of a property is possessed by an object?

Accepted Answer

A) scale level 
B) attributes of properties 
C) subjective and objective properties 
D) measurement 
E) intensity determination 
A) scale level 
B) attributes of properties 
C) subjective and objective properties 
D) measurement 
E) intensity determination

Question 3

A double-barreled question is one that:

Accepted Answer

A) achieves two objectives efficiently. 
B) has two subjects and two verbs. 
C) poses two different questions in one question and should be used whenever possible to save space. 
D) poses two different questions in one question and should be avoided. 
E) feels like an attack on the respondent. 
A) achieves two objectives efficiently. 
B) has two subjects and two verbs. 
C) poses two different questions in one question and should be used whenever possible to save space. 
D) poses two different questions in one question and should be avoided. 
E) feels like an attack on the respondent.

Question 4

Rick Irizarry of Irizarry Insurance Company is conducting a survey of potential customers.Age is an important issue in determining life insurance premiums.Rick considers asking for age by asking the respondents to:
Check appropriate category:
___ 16 to 19
___ 20 to 25
___ 26 to 35
___ 36 to 50
___ over 50
Rick should consider the type of the measurement scale to be:

Accepted Answer

A) nominal. 
B) ordinal. 
C) interval. 
D) ratio. 
E) age-related. 
A) nominal. 
B) ordinal. 
C) interval. 
D) ratio. 
E) age-related.

Question 5

Coding refers to placing numbers on the questionnaire to facilitate data entry after the survey is completed.

Accepted Answer

A) True 
 B)False

Question 6

To keep respondents from having to respond to long questionnaires and to reduce respondent fatigue,it is okay to introduce several topics in one question.

Accepted Answer

A) True 
 B)False

Question 7

Which single characteristic is unique to a nominal type of measurement?

Accepted Answer

A) description 
B) order 
C) distance 
D) origin 
E) numbers 
A) description 
B) order 
C) distance 
D) origin 
E) numbers

Question 8

Because every research project is different,it is wise to develop a new and novel scale format to suit the particular needs of the existing situation.

Accepted Answer

A) True 
 B)False

Question 9

One of the functions of the questionnaire is that it serves as the tool for standardizing questions and response choices so that every respondent responds to identical stimuli.

Accepted Answer

A) True 
 B)False

Question 10

When the distances between scale descriptors are absolute and known,the scale is referred to as an assumed interval scale.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following statements is most accurate in terms of the questionnaire development process?

Accepted Answer

A) Clients will not be involved until there has been considerable development and evaluation by the researcher. 
B) Clients typically work with researchers on the initial drafts. 
C) Clients do not get involved with the questionnaire because it is the domain of the professional researcher. 
D) Clients typically devise questionnaires by themselves because they are closest to the research problem. 
E) Clients design each question,and then send it to the researcher for approval. 
A) Clients will not be involved until there has been considerable development and evaluation by the researcher. 
B) Clients typically work with researchers on the initial drafts. 
C) Clients do not get involved with the questionnaire because it is the domain of the professional researcher. 
D) Clients typically devise questionnaires by themselves because they are closest to the research problem. 
E) Clients design each question,and then send it to the researcher for approval.

Question 12

If the distance between 2 - 3 and 6 - 7 on a scale are equal,the scale would likely be at least:

Accepted Answer

A) nominal. 
B) ordinal. 
C) interval. 
D) ratio. 
E) equal. 
A) nominal. 
B) ordinal. 
C) interval. 
D) ratio. 
E) equal.

Question 13

A measure can be reliable but invalid.

Accepted Answer

A) True 
 B)False

Question 14

Validity is best illustrated by which of the following?

Accepted Answer

A) accuracy or truthfulness of the measurement 
B) the extent to which the reliability coefficient approaches 1.0 
C) the ability to repeat measurements 
D) tendency to respond in the same manner to different questions 
E) tendency to respond in the same manner to the same questions 
A) accuracy or truthfulness of the measurement 
B) the extent to which the reliability coefficient approaches 1.0 
C) the ability to repeat measurements 
D) tendency to respond in the same manner to different questions 
E) tendency to respond in the same manner to the same questions

Question 15

Which of the following is NOT a leading question?

Accepted Answer

A) As a Cadillac owner,you are satisfied with your car,aren't you? 
B) Have you heard about the satellite radio system everyone is talking about? 
C) Don't you see any problems with using your credit card for online purchases? 
D) Wouldn't you like to purchase one of the new video games? 
E) Do you see any problems with carrying cash while on vacation? 
A) As a Cadillac owner,you are satisfied with your car,aren't you? 
B) Have you heard about the satellite radio system everyone is talking about? 
C) Don't you see any problems with using your credit card for online purchases? 
D) Wouldn't you like to purchase one of the new video games? 
E) Do you see any problems with carrying cash while on vacation?

Question 16

Even a single word can alter the responses to a question on a survey.

Accepted Answer

A) True 
 B)False

Question 17

The question "Don't you see any problem with using your credit card online?" is a:

Accepted Answer

A) clear and focused question. 
B) loaded question. 
C) leading question. 
D) double-barreled question. 
E) compound question. 
A) clear and focused question. 
B) loaded question. 
C) leading question. 
D) double-barreled question. 
E) compound question.

Question 18

Which type of scale measure contains bipolar descriptors such as "hot-cold," "wet-dry," "convenient-inconvenient," and so on?

Accepted Answer

A) constant sum scale 
B) lifestyle inventory 
C) semantic differential scale 
D) graphic intensity 
E) agreement scale 
A) constant sum scale 
B) lifestyle inventory 
C) semantic differential scale 
D) graphic intensity 
E) agreement scale

Question 19

A reliable measure is one that is truthful.

Accepted Answer

A) True 
 B)False

Question 20

There is nothing wrong with the following question: "How much do you think you would pay for a pair of sunglasses that will protect your eyes from the sun's harmful ultraviolet rays,which are known to cause blindness?"

Accepted Answer

A) True 
 B)False

A question that asks the age of a respondent in years would be scaled as:

Which of the following is defined as determining if and how much of a property is possessed by an object?

A double-barreled question is one that:

Coding refers to placing numbers on the questionnaire to facilitate data entry after the survey is completed.

To keep respondents from having to respond to long questionnaires and to reduce respondent fatigue,it is okay to introduce several topics in one question.

Which single characteristic is unique to a nominal type of measurement?

Because every research project is different,it is wise to develop a new and novel scale format to suit the particular needs of the existing situation.

One of the functions of the questionnaire is that it serves as the tool for standardizing questions and response choices so that every respondent responds to identical stimuli.

When the distances between scale descriptors are absolute and known,the scale is referred to as an assumed interval scale.

Which of the following statements is most accurate in terms of the questionnaire development process?

If the distance between 2 - 3 and 6 - 7 on a scale are equal,the scale would likely be at least:

A measure can be reliable but invalid.

Validity is best illustrated by which of the following?

Which of the following is NOT a leading question?

Even a single word can alter the responses to a question on a survey.

The question "Don't you see any problem with using your credit card online?" is a:

Which type of scale measure contains bipolar descriptors such as "hot-cold," "wet-dry," "convenient-inconvenient," and so on?

A reliable measure is one that is truthful.

There is nothing wrong with the following question: "How much do you think you would pay for a pair of sunglasses that will protect your eyes from the sun's harmful ultraviolet rays,which are known to cause blindness?"

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Secondary Data Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Selecting the Sample

Determining the Size of a Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

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Exam 8: Understanding Measurement, developing Questions, and Designing the Questionnaire

A question that asks the age of a respondent in years would be scaled as:

Which of the following is defined as determining if and how much of a property is possessed by an object?

A double-barreled question is one that:

Coding refers to placing numbers on the questionnaire to facilitate data entry after the survey is completed.

To keep respondents from having to respond to long questionnaires and to reduce respondent fatigue,it is okay to introduce several topics in one question.

Which single characteristic is unique to a nominal type of measurement?

Because every research project is different,it is wise to develop a new and novel scale format to suit the particular needs of the existing situation.

One of the functions of the questionnaire is that it serves as the tool for standardizing questions and response choices so that every respondent responds to identical stimuli.

When the distances between scale descriptors are absolute and known,the scale is referred to as an assumed interval scale.

Which of the following statements is most accurate in terms of the questionnaire development process?

If the distance between 2 - 3 and 6 - 7 on a scale are equal,the scale would likely be at least:

A measure can be reliable but invalid.

Validity is best illustrated by which of the following?

Which of the following is NOT a leading question?

Even a single word can alter the responses to a question on a survey.

The question "Don't you see any problem with using your credit card online?" is a:

Which type of scale measure contains bipolar descriptors such as "hot-cold," "wet-dry," "convenient-inconvenient," and so on?

A reliable measure is one that is truthful.

There is nothing wrong with the following question: "How much do you think you would pay for a pair of sunglasses that will protect your eyes from the sun's harmful ultraviolet rays,which are known to cause blindness?"

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Secondary Data Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Selecting the Sample

Determining the Size of a Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters