Question 1

What happens immediately prior to client approval during the questionnaire development process?

Accepted Answer

A) Data is gathered. 
B) Questions are formulated for the next section of the questionnaire. 
C) The questionnaire is revised. 
D) The questionnaire is finalized. 
E) A pretest is conducted. 
A) Data is gathered. 
B) Questions are formulated for the next section of the questionnaire. 
C) The questionnaire is revised. 
D) The questionnaire is finalized. 
E) A pretest is conducted.

Question 2

James Strubel is a young attorney who is reviewing a proposed research survey to be used in an upcoming trial.The case involves potential deceptive advertising claims made in a TV commercial advertising over-the-counter (i.e. ,nonprescription)medicine by the defendant firm.James is commissioning research to determine consumers' understanding of the claims after they have watched the TV commercial.James wants to separate respondents into two categories: (a)those who recall having actually seen the TV commercial and (b)those who do not recall having seen it.For those who do not recall having seen the commercial,they will be asked to view it before asking questions about their beliefs of the claims made.James views the questionnaire proposed by the research firm.One of the questions is: 3.Do you recall having watched a TV commercial featuring XYZ,a pain reliever for arthritis? If "yes," continue.If "no," go to Question 12.This question would be considered a(n):

Accepted Answer

A) disguised question. 
B) skip question. 
C) screening question. 
D) undisguised question. 
E) classification question. 
A) disguised question. 
B) skip question. 
C) screening question. 
D) undisguised question. 
E) classification question.

Question 3

The question,"Because the Founding Fathers of the United States provided citizens the right to keep and bear arms in the Bill of Rights,shouldn't you be against gun control legislation?" is:

Accepted Answer

A) a loaded question. 
B) a question that will trigger confusion. 
C) a double-barreled question. 
D) appropriate if you are "for" gun control legislation. 
E) appropriate if you are "against" gun control legislation. 
A) a loaded question. 
B) a question that will trigger confusion. 
C) a double-barreled question. 
D) appropriate if you are "for" gun control legislation. 
E) appropriate if you are "against" gun control legislation.

Question 4

Categorical scales represent scales that are either nominal or ordinal.

Accepted Answer

A) True 
 B)False

Question 5

Pretests should involve at least one hundred and preferably up to five hundred trial interviews.

Accepted Answer

A) True 
 B)False

Question 6

Researchers measure:

Accepted Answer

A) properties of objects. 
B) numbers of customers. 
C) objects of measurements. 
D) objects of properties. 
E) types of products. 
A) properties of objects. 
B) numbers of customers. 
C) objects of measurements. 
D) objects of properties. 
E) types of products.

Question 7

Questionnaire organization refers to:

Accepted Answer

A) the way questionnaires are organized in a filing system. 
B) the sequence of statements and questions that make up a questionnaire. 
C) organizations mainly existing to construct questionnaires. 
D) determining if the question looks right. 
E) the clarity of a question. 
A) the way questionnaires are organized in a filing system. 
B) the sequence of statements and questions that make up a questionnaire. 
C) organizations mainly existing to construct questionnaires. 
D) determining if the question looks right. 
E) the clarity of a question.

Question 8

One reason to disguise the true sponsor of a survey is to prevent alerting competitors to the survey.

Accepted Answer

A) True 
 B)False

Question 9

To maintain objectivity,clients should not be involved in the questionnaire design process.Once the research objectives are defined,it is up to the researcher to next provide the final research report.

Accepted Answer

A) True 
 B)False

Question 10

Under conditions of anonymity,the researcher assures the respondent that his name will never be associated with his responses.

Accepted Answer

A) True 
 B)False

Question 11

Warm-up questions are simple and easy-to-answer questions that may or may not pertain to the research objectives.

Accepted Answer

A) True 
 B)False

Question 12

One of the appealing aspects of the semantic differential scale is that the researcher may compute averages and plot them on the scale.This creates a "profile" of the object being measured - store,brand,and so on.

Accepted Answer

A) True 
 B)False

Question 13

An incentive may be used to encourage respondent participation.This means that the respondent's name is known by the researcher but will not be divulged to a third party,namely the client:

Accepted Answer

A) respondent/client indemnity. 
B) anonymity. 
C) confidentiality. 
D) "ghost respondent agreement." 
E) respondent protection. 
A) respondent/client indemnity. 
B) anonymity. 
C) confidentiality. 
D) "ghost respondent agreement." 
E) respondent protection.

Question 14

A consumer likes the restaurant Red Lobster and answers "Very Satisfied" to a survey about many dimensions of the restaurant without really paying attention to each specific dimension,such as price,product quality,atmosphere,and so on.This is an example of what is known as the halo effect.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is the wrong way to ask if someone has viewed an episode of Lost?

Accepted Answer

A) Have you ever seen Lost? 
B) Do you always watch Lost? 
C) Have you never watched Lost? 
D) Have you ever watched and recorded an episode of Lost? 
E) All of the above should be avoided. 
A) Have you ever seen Lost? 
B) Do you always watch Lost? 
C) Have you never watched Lost? 
D) Have you ever watched and recorded an episode of Lost? 
E) All of the above should be avoided.

Question 16

Which of the following is true and should be remembered when developing questions?

Accepted Answer

A) Once the client and researcher agree on what needs to be asked,wording a question is easy. 
B) As long as the question contains words we commonly use in speaking,there will be no bias. 
C) Respondents will not use literal interpretations to answer questions. 
D) A single word can make a difference in how respondents respond to a question. 
E) The word "anybody" is always safe to use in question development. 
A) Once the client and researcher agree on what needs to be asked,wording a question is easy. 
B) As long as the question contains words we commonly use in speaking,there will be no bias. 
C) Respondents will not use literal interpretations to answer questions. 
D) A single word can make a difference in how respondents respond to a question. 
E) The word "anybody" is always safe to use in question development.

Question 17

Which type of scale measure takes into account the values and personality traits of people as reflected in their unique activities,interests,and opinions toward their work,leisure time,and purchases?

Accepted Answer

A) intensity series scale 
B) lifestyle inventory 
C) semantic differential scale 
D) AIO scale 
E) graphic intensity scale 
A) intensity series scale 
B) lifestyle inventory 
C) semantic differential scale 
D) AIO scale 
E) graphic intensity scale

Question 18

Question bias is defined as wording questions in such a way that they influence the responses.Researchers should try to maximize question bias in order to achieve the results desired by clients.

Accepted Answer

A) True 
 B)False

Question 19

The organization of a questionnaire can cause respondents to stop answering questions.

Accepted Answer

A) True 
 B)False

Question 20

Tommy Cole was reviewing a new employee's work at MAXIM Research.Tommy had several years of experience in research and was regarded as the company expert in designing questionnaires.As Tommy read the questionnaire proposed by the new employee,he found the following question,which had been drafted to measure the occupational status of respondents:
Check one of the following categories which describes your occupational status.
___ Full-time employment
___ Full-time student
___ Part-time student
___ Unemployed
___ Retired
Which of the following best describes the appropriate action Tommy should take regarding this question?

Accepted Answer

A) Approve it;this is a perfectly good question. 
B) Approve it;but break "retired" into categories such as "retired military," "retired government employee," and so on. 
C) Disapprove it;the question is "leading" in that it assumes all occupations are either full-time or part-time. 
D) Disapprove it;the question is "loaded" in that it assumes everyone should either be employed or a student. 
E) Disapprove it;the question is "double-barreled" in that someone could be retired and a full-time student. 
A) Approve it;this is a perfectly good question. 
B) Approve it;but break "retired" into categories such as "retired military," "retired government employee," and so on. 
C) Disapprove it;the question is "leading" in that it assumes all occupations are either full-time or part-time. 
D) Disapprove it;the question is "loaded" in that it assumes everyone should either be employed or a student. 
E) Disapprove it;the question is "double-barreled" in that someone could be retired and a full-time student.

What happens immediately prior to client approval during the questionnaire development process?

The question,"Because the Founding Fathers of the United States provided citizens the right to keep and bear arms in the Bill of Rights,shouldn't you be against gun control legislation?" is:

Categorical scales represent scales that are either nominal or ordinal.

Pretests should involve at least one hundred and preferably up to five hundred trial interviews.

Researchers measure:

Questionnaire organization refers to:

One reason to disguise the true sponsor of a survey is to prevent alerting competitors to the survey.

To maintain objectivity,clients should not be involved in the questionnaire design process.Once the research objectives are defined,it is up to the researcher to next provide the final research report.

Under conditions of anonymity,the researcher assures the respondent that his name will never be associated with his responses.

Warm-up questions are simple and easy-to-answer questions that may or may not pertain to the research objectives.

One of the appealing aspects of the semantic differential scale is that the researcher may compute averages and plot them on the scale.This creates a "profile" of the object being measured - store,brand,and so on.

An incentive may be used to encourage respondent participation.This means that the respondent's name is known by the researcher but will not be divulged to a third party,namely the client:

A consumer likes the restaurant Red Lobster and answers "Very Satisfied" to a survey about many dimensions of the restaurant without really paying attention to each specific dimension,such as price,product quality,atmosphere,and so on.This is an example of what is known as the halo effect.

Which of the following is the wrong way to ask if someone has viewed an episode of Lost?

Which of the following is true and should be remembered when developing questions?

Which type of scale measure takes into account the values and personality traits of people as reflected in their unique activities,interests,and opinions toward their work,leisure time,and purchases?

Question bias is defined as wording questions in such a way that they influence the responses.Researchers should try to maximize question bias in order to achieve the results desired by clients.

The organization of a questionnaire can cause respondents to stop answering questions.

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

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

What happens immediately prior to client approval during the questionnaire development process?

The question,"Because the Founding Fathers of the United States provided citizens the right to keep and bear arms in the Bill of Rights,shouldn't you be against gun control legislation?" is:

Categorical scales represent scales that are either nominal or ordinal.

Pretests should involve at least one hundred and preferably up to five hundred trial interviews.

Researchers measure:

Questionnaire organization refers to:

One reason to disguise the true sponsor of a survey is to prevent alerting competitors to the survey.

To maintain objectivity,clients should not be involved in the questionnaire design process.Once the research objectives are defined,it is up to the researcher to next provide the final research report.

Under conditions of anonymity,the researcher assures the respondent that his name will never be associated with his responses.

Warm-up questions are simple and easy-to-answer questions that may or may not pertain to the research objectives.

One of the appealing aspects of the semantic differential scale is that the researcher may compute averages and plot them on the scale.This creates a "profile" of the object being measured - store,brand,and so on.

An incentive may be used to encourage respondent participation.This means that the respondent's name is known by the researcher but will not be divulged to a third party,namely the client:

A consumer likes the restaurant Red Lobster and answers "Very Satisfied" to a survey about many dimensions of the restaurant without really paying attention to each specific dimension,such as price,product quality,atmosphere,and so on.This is an example of what is known as the halo effect.

Which of the following is the wrong way to ask if someone has viewed an episode of Lost?

Which of the following is true and should be remembered when developing questions?

Which type of scale measure takes into account the values and personality traits of people as reflected in their unique activities,interests,and opinions toward their work,leisure time,and purchases?

Question bias is defined as wording questions in such a way that they influence the responses.Researchers should try to maximize question bias in order to achieve the results desired by clients.

The organization of a questionnaire can cause respondents to stop answering questions.

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