Question 1

Which of the following refers to a scale having a true zero beginning point?

Accepted Answer

A) nominal 
B) ordinal 
C) interval 
D) ratio 
E) neutral 
A) nominal 
B) ordinal 
C) interval 
D) ratio 
E) neutral

Question 2

Regarding client approval of a questionnaire:

Accepted Answer

A) it serves to let the client understand the technical aspects of the research. 
B) it serves as a check that the researcher is still in tune with the survey's objectives. 
C) when signed by the client,it means that the questionnaire should not be changed for any reason,even if it performs poorly in the pretest. 
D) client approval of the questionnaire is carried out at the original signing of the agreement to conduct research but it merely gives the researcher approval to use a questionnaire as clients should not be involved in approving the final questionnaire developed by expert researchers. 
E) client approval is merely a legal requirement,and researchers do not encourage clients to review a questionnaire prior to its approval. 
A) it serves to let the client understand the technical aspects of the research. 
B) it serves as a check that the researcher is still in tune with the survey's objectives. 
C) when signed by the client,it means that the questionnaire should not be changed for any reason,even if it performs poorly in the pretest. 
D) client approval of the questionnaire is carried out at the original signing of the agreement to conduct research but it merely gives the researcher approval to use a questionnaire as clients should not be involved in approving the final questionnaire developed by expert researchers. 
E) client approval is merely a legal requirement,and researchers do not encourage clients to review a questionnaire prior to its approval.

Question 3

Scale development is a process used by marketing researchers to adapt rating scale formats which facilitate consistent translation of unobservable constructs.

Accepted Answer

A) True 
 B)False

Question 4

Gaining the client's approval signature for the questionnaire design is not done until after the pretest.

Accepted Answer

A) True 
 B)False

Question 5

An overstated question is one that:

Accepted Answer

A) asks the same thing over and over. 
B) is two different questions posed as one. 
C) places undue emphasis on some aspect of the topic. 
D) cues the respondent how to answer. 
E) uses words that most respondents would not understand. 
A) asks the same thing over and over. 
B) is two different questions posed as one. 
C) places undue emphasis on some aspect of the topic. 
D) cues the respondent how to answer. 
E) uses words that most respondents would not understand.

Question 6

Which of the following answers represents the four guidelines of question wording?

Accepted Answer

A) focused,simple,complete,crystal clear 
B) general,simple,brief,crystal clear 
C) focused,simple,brief,crystal clear 
D) focused,elaborate,brief,crystal clear 
E) general,simple,complete,crystal clear 
A) focused,simple,complete,crystal clear 
B) general,simple,brief,crystal clear 
C) focused,simple,brief,crystal clear 
D) focused,elaborate,brief,crystal clear 
E) general,simple,complete,crystal clear

Question 7

In question development,face validity means that:

Accepted Answer

A) the respondent can put a face on the interviewer. 
B) the interviewer can see the respondent to determine if the respondent is telling the truth. 
C) the respondent will answer the same way repeatedly. 
D) other researchers believe the question looks right. 
E) the question gives the respondent a bad feeling. 
A) the respondent can put a face on the interviewer. 
B) the interviewer can see the respondent to determine if the respondent is telling the truth. 
C) the respondent will answer the same way repeatedly. 
D) other researchers believe the question looks right. 
E) the question gives the respondent a bad feeling.

Question 8

Which of the following scale types best defines a scale measure in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric continuum for each of a series of statements?

Accepted Answer

A) semantic differential scale 
B) nominal scale 
C) Likert scale 
D) bipolar scale 
E) lifestyle inventory 
A) semantic differential scale 
B) nominal scale 
C) Likert scale 
D) bipolar scale 
E) lifestyle inventory

Question 9

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 in the following way: How old are you? ___ years
Rick should consider the type of the measurement scale to be:

Accepted Answer

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

Question 10

Which type of validity is concerned with the degree to which a measurement "looks like" it is measuring that which it is intended?

Accepted Answer

A) face validity 
B) predictive validity 
C) convergent validity 
D) discriminant validity 
E) relative validity 
A) face validity 
B) predictive validity 
C) convergent validity 
D) discriminant validity 
E) relative validity

Question 11

The terms "greater than" or "less than" are most commonly used in ordinal scale measurement techniques.

Accepted Answer

A) True 
 B)False

Question 12

Questionnaire organization has the potential to:

Accepted Answer

A) affect the quality of the information gathered. 
B) motivate respondents to be conscientious. 
C) discourage respondents. 
D) cause respondents to stop answering questions. 
E) all of the above 
A) affect the quality of the information gathered. 
B) motivate respondents to be conscientious. 
C) discourage respondents. 
D) cause respondents to stop answering questions. 
E) all of the above

Question 13

Rick Irizarry of Irizarry Insurance Company is conducting a survey of potential customers.One of his questions asks how much customers would be willing to pay in annual premium for a $100,000 life insurance policy.Respondents are asked to:
Check appropriate category:
___ $1 to $10 month
___ $11 to $20 month
___ $21 to $30 month
___ $31 to $40 month
___ $41 to $50 month
Rick should consider the type of measurement scale to be:

Accepted Answer

A) nominal. 
B) ordinal. 
C) interval. 
D) ratio. 
E) none of the above 
A) nominal. 
B) ordinal. 
C) interval. 
D) ratio. 
E) none of the above

Question 14

Because there are many meanings for most words and phrases,questionnaire questions should be very long to properly define the words contained in the question.

Accepted Answer

A) True 
 B)False

Question 15

In a mail survey,the introduction is normally provided in the "cover letter."

Accepted Answer

A) True 
 B)False

Question 16

All scale measures must have a middle,neutral response option.

Accepted Answer

A) True 
 B)False

Question 17

Complicated and difficult-to-answer questions should be asked at the very beginning of the questionnaire before the respondent becomes fatigued.

Accepted Answer

A) True 
 B)False

Question 18

There is nothing wrong with the following question: "Do you believe Nichols Seafood Restaurant has good prices and service?"

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is the most accurate statement regarding the importance of the questionnaire in the research process?

Accepted Answer

A) Relatively speaking,the questionnaire is unimportant in the marketing research process. 
B) Not only is the questionnaire a very important ingredient,but its design affects the quality of the data collected;even experienced interviewers cannot compensate for questionnaire defects. 
C) The questionnaire is tied with the written report as being the most important item in the marketing research process. 
D) Not only is the questionnaire a very important ingredient,but its design affects the quality of the data collected,though experienced interviewers often compensate for questionnaire defects. 
E) Questionnaire design is the most important step in the marketing research process. 
A) Relatively speaking,the questionnaire is unimportant in the marketing research process. 
B) Not only is the questionnaire a very important ingredient,but its design affects the quality of the data collected;even experienced interviewers cannot compensate for questionnaire defects. 
C) The questionnaire is tied with the written report as being the most important item in the marketing research process. 
D) Not only is the questionnaire a very important ingredient,but its design affects the quality of the data collected,though experienced interviewers often compensate for questionnaire defects. 
E) Questionnaire design is the most important step in the marketing research process.

Question 20

When a scale has a "true zero" point,it is a nominal scale.

Accepted Answer

A) True 
 B)False

Which of the following refers to a scale having a true zero beginning point?

Regarding client approval of a questionnaire:

Scale development is a process used by marketing researchers to adapt rating scale formats which facilitate consistent translation of unobservable constructs.

Gaining the client's approval signature for the questionnaire design is not done until after the pretest.

An overstated question is one that:

Which of the following answers represents the four guidelines of question wording?

In question development,face validity means that:

Which of the following scale types best defines a scale measure in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric continuum for each of a series of statements?

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 in the following way: How old are you? ___ years Rick should consider the type of the measurement scale to be:

Which type of validity is concerned with the degree to which a measurement "looks like" it is measuring that which it is intended?

The terms "greater than" or "less than" are most commonly used in ordinal scale measurement techniques.

Questionnaire organization has the potential to:

Because there are many meanings for most words and phrases,questionnaire questions should be very long to properly define the words contained in the question.

In a mail survey,the introduction is normally provided in the "cover letter."

All scale measures must have a middle,neutral response option.

Complicated and difficult-to-answer questions should be asked at the very beginning of the questionnaire before the respondent becomes fatigued.

There is nothing wrong with the following question: "Do you believe Nichols Seafood Restaurant has good prices and service?"

Which of the following is the most accurate statement regarding the importance of the questionnaire in the research process?

When a scale has a "true zero" point,it is a nominal scale.

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

Which of the following refers to a scale having a true zero beginning point?

Regarding client approval of a questionnaire:

Scale development is a process used by marketing researchers to adapt rating scale formats which facilitate consistent translation of unobservable constructs.

Gaining the client's approval signature for the questionnaire design is not done until after the pretest.

An overstated question is one that:

Which of the following answers represents the four guidelines of question wording?

In question development,face validity means that:

Which of the following scale types best defines a scale measure in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric continuum for each of a series of statements?

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 in the following way: How old are you? ___ years Rick should consider the type of the measurement scale to be:

Which type of validity is concerned with the degree to which a measurement "looks like" it is measuring that which it is intended?

The terms "greater than" or "less than" are most commonly used in ordinal scale measurement techniques.

Questionnaire organization has the potential to:

Because there are many meanings for most words and phrases,questionnaire questions should be very long to properly define the words contained in the question.

In a mail survey,the introduction is normally provided in the "cover letter."

All scale measures must have a middle,neutral response option.

Complicated and difficult-to-answer questions should be asked at the very beginning of the questionnaire before the respondent becomes fatigued.

There is nothing wrong with the following question: "Do you believe Nichols Seafood Restaurant has good prices and service?"

Which of the following is the most accurate statement regarding the importance of the questionnaire in the research process?

When a scale has a "true zero" point,it is a nominal scale.

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