Question 1

________ specify the set of response alternatives and the response format.

Accepted Answer

A) Filter questions 
B) Structured questions 
C) Unstructured questions 
D) Branching questions 
A) Filter questions 
B) Structured questions 
C) Unstructured questions 
D) Branching questions

Question 2

According to the guidelines of Marketing Research and Intelligence Association of Canada,with the exception of ________,questionnaires that take more than ________ minutes to complete are generally considered "overly" long.

Accepted Answer

A) in-home personal interviews;60 
B) computer-assisted personal interviews;60 
C) in-home personal interviews;30 
D) computer-assisted personal interviews;30 
A) in-home personal interviews;60 
B) computer-assisted personal interviews;60 
C) in-home personal interviews;30 
D) computer-assisted personal interviews;30

Question 3

When developing questionnaire questions,if you are considering order position bias and the set of all possible response alternatives,you are developing ________ questions.

Accepted Answer

A) multiple choice 
B) dichotomous 
C) scale 
D) branching 
A) multiple choice 
B) dichotomous 
C) scale 
D) branching

Question 4

Observational forms should specify the who,what,and when of the behavior to be observed.The forms should also specify all of the items below except

Accepted Answer

A) where 
B) whether 
C) why 
D) way 
A) where 
B) whether 
C) why 
D) way

Question 5

A principal disadvantage of structured questions is that potential for interviewer bias is high.

Accepted Answer

A) True 
 B)False

Question 6

Research indicates that questions that rely on unaided recall can underestimate the actual occurrence of an event.

Accepted Answer

A) True 
 B)False

Question 7

Omission error takes place when a respondent "remembers" and event that did not actually occur.

Accepted Answer

A) True 
 B)False

Question 8

Respondents that are unwilling to give responses should be given aids such as pictures,maps,and descriptions to help them articulate their responses.

Accepted Answer

A) True 
 B)False

Question 9

Most "why" questions about the use of a product or choice alternative involve two aspects: ________ and ________.

Accepted Answer

A) attributes of the product;influences leading to knowledge of the product 
B) attributes of the product;how the product is used 
C) how the product is used;influences leading to knowledge of the product 
D) none of the above 
A) attributes of the product;influences leading to knowledge of the product 
B) attributes of the product;how the product is used 
C) how the product is used;influences leading to knowledge of the product 
D) none of the above

Question 10

Protocol analysis and debriefing are two commonly used procedures in pretesting.

Accepted Answer

A) True 
 B)False

Question 11

________ is the testing of the questionnaire on a small sample of respondents for the purpose of improving the questionnaire by identifying and eliminating potential problems.

Accepted Answer

A) Funneling 
B) Telescoping 
C) Posttesting 
D) Pretesting 
A) Funneling 
B) Telescoping 
C) Posttesting 
D) Pretesting

Question 12

Omission,telescoping,and creation are errors that may occur if the respondent has a problem remembering the information asked in the questionnaire.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following statements is not true about unstructured questions?

Accepted Answer

A) Open-ended questions are useful in exploratory research. 
B) Precoding can overcome some of the disadvantages of unstructured questions. 
C) Open-ended questions are useful as opening questions. 
D) Unstructured questions can suffer from order or position bias. 
A) Open-ended questions are useful in exploratory research. 
B) Precoding can overcome some of the disadvantages of unstructured questions. 
C) Open-ended questions are useful as opening questions. 
D) Unstructured questions can suffer from order or position bias.

Question 14

Which of the following is not a part of the questionnaire design process?

Accepted Answer

A) Specify the type of interviewing method. 
B) Arrange questions in proper order. 
C) Reproduce the questionnaire. 
D) Develop sampling plan. 
A) Specify the type of interviewing method. 
B) Arrange questions in proper order. 
C) Reproduce the questionnaire. 
D) Develop sampling plan.

Question 15

Which of the following is not an objective of a questionnaire?

Accepted Answer

A) A questionnaire must translate the information needed into a set of specific questions that the respondents can and will answer. 
B) A questionnaire must be easy to use. 
C) A questionnaire must uplift,motivate,and encourage the respondent to become involved in the interview,to cooperate,and to complete the interview. 
D) A questionnaire should minimize response error. 
A) A questionnaire must translate the information needed into a set of specific questions that the respondents can and will answer. 
B) A questionnaire must be easy to use. 
C) A questionnaire must uplift,motivate,and encourage the respondent to become involved in the interview,to cooperate,and to complete the interview. 
D) A questionnaire should minimize response error.

Question 16

Information should be obtained in the following order: basic,identification,classification.

Accepted Answer

A) True 
 B)False

Question 17

What guidelines are available for deciding on the length of a questionnaire in mobile marketing research?

Accepted Answer

In terms of individual question content,

Question 18

The more diversified the respondent group,the more difficult it is to design a single questionnaire that is appropriate for the entire group.

Accepted Answer

A) True 
 B)False

Question 19

The statement "Questions should be specific,not general." pertains to the ________ aspect of questionnaire development.

Accepted Answer

A) avoid implicit assumptions 
B) avoid implicit alternatives 
C) avoid generalizations and estimates 
D) use unambiguous words 
A) avoid implicit assumptions 
B) avoid implicit alternatives 
C) avoid generalizations and estimates 
D) use unambiguous words

Question 20

Filter questions enable the researcher to filter out respondents who are not adequately informed.

Accepted Answer

A) True 
 B)False

Exam 10: Questionnaire and Form Design

________ specify the set of response alternatives and the response format.

According to the guidelines of Marketing Research and Intelligence Association of Canada,with the exception of ________,questionnaires that take more than ________ minutes to complete are generally considered "overly" long.

When developing questionnaire questions,if you are considering order position bias and the set of all possible response alternatives,you are developing ________ questions.

Observational forms should specify the who,what,and when of the behavior to be observed.The forms should also specify all of the items below except

A principal disadvantage of structured questions is that potential for interviewer bias is high.

Research indicates that questions that rely on unaided recall can underestimate the actual occurrence of an event.

Omission error takes place when a respondent "remembers" and event that did not actually occur.

Respondents that are unwilling to give responses should be given aids such as pictures,maps,and descriptions to help them articulate their responses.

Most "why" questions about the use of a product or choice alternative involve two aspects: ________ and ________.

Protocol analysis and debriefing are two commonly used procedures in pretesting.

________ is the testing of the questionnaire on a small sample of respondents for the purpose of improving the questionnaire by identifying and eliminating potential problems.

Omission,telescoping,and creation are errors that may occur if the respondent has a problem remembering the information asked in the questionnaire.

Which of the following statements is not true about unstructured questions?

Which of the following is not a part of the questionnaire design process?

Which of the following is not an objective of a questionnaire?

Information should be obtained in the following order: basic,identification,classification.

What guidelines are available for deciding on the length of a questionnaire in mobile marketing research?

The more diversified the respondent group,the more difficult it is to design a single questionnaire that is appropriate for the entire group.

The statement "Questions should be specific,not general." pertains to the ________ aspect of questionnaire development.

Filter questions enable the researcher to filter out respondents who are not adequately informed.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution,cross-Tabulation,and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

Filters

According to the guidelines of Marketing Research and Intelligence Association of Canada,with the exception of ,questionnaires that take more than minutes to complete are generally considered "overly" long.

Most "why" questions about the use of a product or choice alternative involve two aspects: and .