Question 1

Which is the best interpretation of question bias?

Accepted Answer

A) the ability of a question's wording or format to influence respondents' answers 
B) the ability of a question's wording to change a research project's objectives 
C) questions being developed that have neither neutral nor positive positions 
D) when a respondent is biased against a particular question 
E) when a respondent is biased against a certain type of scale 
A) the ability of a question's wording or format to influence respondents' answers 
B) the ability of a question's wording to change a research project's objectives 
C) questions being developed that have neither neutral nor positive positions 
D) when a respondent is biased against a particular question 
E) when a respondent is biased against a certain type of scale

Question 2

Patrick Donaldson is using a research firm to better understand a potential target market for his company's new product,a pain medication.The research design proposed by the research firm includes randomly surveying consumers who are likely to take the medication (those older than 65 who have arthritis pains).Patrick views the questionnaire proposed by the research firm.Two of the questions are: (1)Are you older than 65? If "yes," continue to Question 2.(2)Do you experience pain from arthritis? If "yes," continue to Question 3.Questions 1 and 2 are considered to be:

Accepted Answer

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

Question 3

The only time coding is NOT fairly straightforward is when:

Accepted Answer

A) there are many questions on the questionnaire. 
B) any time scaled-response questions are used. 
C) there are questions for which there may be multiple responses. 
D) closed-ended questions are used. 
E) both open-ended and closed-ended questions are used. 
A) there are many questions on the questionnaire. 
B) any time scaled-response questions are used. 
C) there are questions for which there may be multiple responses. 
D) closed-ended questions are used. 
E) both open-ended and closed-ended questions are used.

Question 4

If we were measuring age,income,height,number of bottles purchased,and so on,we would be measuring:

Accepted Answer

A) objective properties. 
B) subjective properties. 
C) objective objects. 
D) subjective objects. 
E) objective subjects. 
A) objective properties. 
B) subjective properties. 
C) objective objects. 
D) subjective objects. 
E) objective subjects.

Question 5

In terms of locating types of questions on the questionnaire,which of the following is true?

Accepted Answer

A) Warm-ups come first,followed by screens,followed by classification questions. 
B) Warm-ups are first,transitions are second,and classification questions are last. 
C) Screens are first,warm-ups second,and classification questions are last. 
D) Complicated and difficult to answer questions must be avoided altogether. 
E) Demographic questions should be avoided because they might offend respondents. 
A) Warm-ups come first,followed by screens,followed by classification questions. 
B) Warm-ups are first,transitions are second,and classification questions are last. 
C) Screens are first,warm-ups second,and classification questions are last. 
D) Complicated and difficult to answer questions must be avoided altogether. 
E) Demographic questions should be avoided because they might offend respondents.

Question 6

Screening questions are used to screen out questions that are deemed to be too difficult or ambiguous for respondents.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is NOT included in the introduction part of the questionnaire?

Accepted Answer

A) identification of the sponsor/researcher 
B) the purpose of the survey 
C) explanation of how the respondent was selected 
D) demographic questions 
E) request for participation 
A) identification of the sponsor/researcher 
B) the purpose of the survey 
C) explanation of how the respondent was selected 
D) demographic questions 
E) request for participation

Question 8

Which of the following is most accurate regarding the pretest of the questionnaire?

Accepted Answer

A) The client should always be present for the pretest. 
B) At least five pretests should be conducted. 
C) The pretest should be conducted on a small sample. 
D) The pretest should be conducted on a small and representative sample. 
E) As many respondents as possible should be used in a pretest. 
A) The client should always be present for the pretest. 
B) At least five pretests should be conducted. 
C) The pretest should be conducted on a small sample. 
D) The pretest should be conducted on a small and representative sample. 
E) As many respondents as possible should be used in a pretest.

Question 9

Erik Cartman just took a new position with Colorado Research,Inc.Erik's first customer,the president of a local bank,wanted a bank image study to be conducted measuring not only the client's bank's image,but that of his competitors as well.In designing the research project,Erik talked to several of his friends one night about how they viewed their banks.Erik charged the client for this and billed it as "Exploratory Research-Focus Group." The next day Erik tried to remember most of what his friends had told him.Some of the issues were "closeness to home" of branch locations,"cool online banking," and "friendly tellers." Erik took these issues,made up some of his own and put them into a semantic differential scale format.After the research study,Erik wrote a report and referred to the semantic differential scale he devised as a "Standard Marketing Research Scale to Measure the Construct of Bank Image." What Erik did was:

Accepted Answer

A) correct;he used exploratory research to generate most of the items for his measurement of bank image. 
B) correct;although he used some of his own opinions,they were based upon experience and he did make use of a focus group. 
C) incorrect;the measurement of bank image was incorrect as bank image should be measured only by using Likert scales. 
D) incorrect;we do not know if the scale Mr.Cartman devised was valid or reliable,but he was unethical in presenting the measurement as "standard marketing research." 
E) correct;Erik saved considerable time and money by creating his own measurement of the construct. 
A) correct;he used exploratory research to generate most of the items for his measurement of bank image. 
B) correct;although he used some of his own opinions,they were based upon experience and he did make use of a focus group. 
C) incorrect;the measurement of bank image was incorrect as bank image should be measured only by using Likert scales. 
D) incorrect;we do not know if the scale Mr.Cartman devised was valid or reliable,but he was unethical in presenting the measurement as "standard marketing research." 
E) correct;Erik saved considerable time and money by creating his own measurement of the construct.

Question 10

"What are the considerations that would come to your mind while you are confronted with the decision to have some type of repair done on the automatic icemaker in your refrigerator,assuming that you noticed it was not making ice cubes as well as it did when you first bought it?" violates which question wording guideline?

Accepted Answer

A) focused 
B) brief 
C) general 
D) elaborate 
E) complete 
A) focused 
B) brief 
C) general 
D) elaborate 
E) complete

Question 11

"All that apply" questions are questions that:

Accepted Answer

A) ask respondents to pick more than one item from a list of possible responses. 
B) allow respondents to respond in any way they wish. 
C) ask respondents to apply ideas. 
D) encourage respondents to find connections between concepts. 
E) ask respondents to pick one item from a list of possible responses. 
A) ask respondents to pick more than one item from a list of possible responses. 
B) allow respondents to respond in any way they wish. 
C) ask respondents to apply ideas. 
D) encourage respondents to find connections between concepts. 
E) ask respondents to pick one item from a list of possible responses.

Question 12

With display logic,the questionnaire displays or asks questions that are appropriate based on the respondent's prior answers.

Accepted Answer

A) True 
 B)False

Question 13

A valid measure is one in which a respondent answers in the same or in a very similar manner to
an identical or nearly identical question.

Accepted Answer

A) True 
 B)False

Question 14

We attempt to measure the properties - sometimes called attributes or qualities - of objects.

Accepted Answer

A) True 
 B)False

Question 15

Pretests of questionnaires for a study on toy buying by young parents can be done on colleagues in the research firm,as long as the colleagues are objective and have not been involved in the development of the questionnaire.

Accepted Answer

A) True 
 B)False

Question 16

A loaded question is a question that:

Accepted Answer

A) asks the same thing over and over. 
B) places undue emphasis on some aspect of the topic. 
C) is two different questions posed as one. 
D) has buried word elements that make references to universal beliefs. 
E) uses words that most respondents would not understand. 
A) asks the same thing over and over. 
B) places undue emphasis on some aspect of the topic. 
C) is two different questions posed as one. 
D) has buried word elements that make references to universal beliefs. 
E) uses words that most respondents would not understand.

Question 17

A scale that is simply "yes" or "no" is said to have origin.

Accepted Answer

A) True 
 B)False

Question 18

Agnes Montgomery is the director of marketing for Ideal Plastics,Inc.Ideal has distributors all over the world.Last year,Agnes developed a system for measuring the distributors' satisfaction levels with Ideal on 20 different dimensions.Each dimension of company service,such as "Return Policy" and "Ease of Placing an Order," was evaluated by the distributors on a semantic differential scale ranging from "Very Satisfied" to "Very Dissatisfied." Now,several months after implementing the system,Agnes has data to analyze.She noticed that the Asian countries seemed to have different means from the countries in the UK,United States,and Western Europe.Agnes looked carefully at the actual scores and saw that Asian distributors seemed to have much stronger feelings,either positively or negatively.Agnes should:

Accepted Answer

A) immediately conduct some exploratory research within the Asian division to determine why the mean scores are so different. 
B) take aggressive action in the Asian division by changing the company's procedures on all the service dimensions having lower means than the other divisions. 
C) view the results between countries with major cultural differences cautiously because different cultural influences affect how individuals respond to scales. 
D) view the results among countries with similar cultures cautiously because differences in means on service dimensions are likely due to reference group influences instead of real differences in company performance. 
E) all of the above 
A) immediately conduct some exploratory research within the Asian division to determine why the mean scores are so different. 
B) take aggressive action in the Asian division by changing the company's procedures on all the service dimensions having lower means than the other divisions. 
C) view the results between countries with major cultural differences cautiously because different cultural influences affect how individuals respond to scales. 
D) view the results among countries with similar cultures cautiously because differences in means on service dimensions are likely due to reference group influences instead of real differences in company performance. 
E) all of the above

Question 19

In determining approaches to question organization on a questionnaire,the most important guiding principle to keep in mind is how researchers will later be able to analyze the questions.

Accepted Answer

A) True 
 B)False

Question 20

Question development refers to the practice of selecting appropriate response formats and wording questions that are understandable,unambiguous,and unbiased.

Accepted Answer

A) True 
 B)False

Which is the best interpretation of question bias?

The only time coding is NOT fairly straightforward is when:

If we were measuring age,income,height,number of bottles purchased,and so on,we would be measuring:

In terms of locating types of questions on the questionnaire,which of the following is true?

Screening questions are used to screen out questions that are deemed to be too difficult or ambiguous for respondents.

Which of the following is NOT included in the introduction part of the questionnaire?

Which of the following is most accurate regarding the pretest of the questionnaire?

"All that apply" questions are questions that:

With display logic,the questionnaire displays or asks questions that are appropriate based on the respondent's prior answers.

A valid measure is one in which a respondent answers in the same or in a very similar manner to an identical or nearly identical question.

We attempt to measure the properties - sometimes called attributes or qualities - of objects.

Pretests of questionnaires for a study on toy buying by young parents can be done on colleagues in the research firm,as long as the colleagues are objective and have not been involved in the development of the questionnaire.

A loaded question is a question that:

A scale that is simply "yes" or "no" is said to have origin.

In determining approaches to question organization on a questionnaire,the most important guiding principle to keep in mind is how researchers will later be able to analyze the questions.

Question development refers to the practice of selecting appropriate response formats and wording questions that are understandable,unambiguous,and unbiased.

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 is the best interpretation of question bias?

The only time coding is NOT fairly straightforward is when:

If we were measuring age,income,height,number of bottles purchased,and so on,we would be measuring:

In terms of locating types of questions on the questionnaire,which of the following is true?

Screening questions are used to screen out questions that are deemed to be too difficult or ambiguous for respondents.

Which of the following is NOT included in the introduction part of the questionnaire?

Which of the following is most accurate regarding the pretest of the questionnaire?

"All that apply" questions are questions that:

With display logic,the questionnaire displays or asks questions that are appropriate based on the respondent's prior answers.

A valid measure is one in which a respondent answers in the same or in a very similar manner to an identical or nearly identical question.

We attempt to measure the properties - sometimes called attributes or qualities - of objects.

Pretests of questionnaires for a study on toy buying by young parents can be done on colleagues in the research firm,as long as the colleagues are objective and have not been involved in the development of the questionnaire.

A loaded question is a question that:

A scale that is simply "yes" or "no" is said to have origin.

In determining approaches to question organization on a questionnaire,the most important guiding principle to keep in mind is how researchers will later be able to analyze the questions.

Question development refers to the practice of selecting appropriate response formats and wording questions that are understandable,unambiguous,and unbiased.

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