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

Computer-assisted questionnaire design software packages offer several advantages.Which of the following is NOT one of those advantages?

The ________ technique was originated by advertising strategists who wanted to obtain descriptions of groups of consumers as a means of establishing more effective advertising.

Researchers measure ________,which are the specific features or characteristics of an object that can be used to distinguish it from another object.

Marketing researchers describe measures in several different ways.Describe the three measures used by SPSS: nominal,ordinal,and scale.Give examples of each type of measurement.

Measuring subjective properties is difficult;the marketing researcher must adapt or develop rating scale formats that are very clear and used identically by respondents.

Constructs are the specific features or characteristics of an object that can be used to distinguish it from another object.

The construction of a semantic differential scale begins with the determination of a concept or object to be rated,usually a brand or company with the researcher then selecting bipolar pairs of words or phrases that could be used to describe the object's salient properties.

It is not good practice to invent a novel scale format with every questionnaire.

Ratio scale measures are ones in which a true zero origin exists.

Using"tried and true"standardized scaled-response formats expedites the questionnaire design process by saving time and money;however,it does not offer the opportunity to assess its reliability or validity.

________ amounts to scrutinizing the wording of a question to ensure that question bias is minimized and that the question is worded so that respondents understand it and can respond to it with relative ease.

The process of designing questions and response formats to measure the subjective properties of an object is known as:

Measurement is not a simple process when measuring objective properties such as physically verifiable characteristics like age,income,number of bottles purchased,store last visited,and so on.

Given that it serves all of these functions,the questionnaire is at the center of the research process with questionnaire design directly affecting the quality of the data collected.

A Stapel scale relies not on positive and negative numbers but on bipolar terms.

A questionnaire is the vehicle used to present the questions the researcher desires respondents to answer.Of the following,which is not one of the functions a questionnaire fulfills?

When a survey displays or asks questions that are appropriate based on the respondent's prior answers,this is known as:

A questionnaire is the vehicle used to present the questions the researcher desires respondents to answer.Why is the questionnaire at the center of the research? Why does questionnaire design directly affect the quality of the data collected?

There are several parameters regarding the pretest of a questionnaire.Of the following,which is MOST accurate?

The two most critical aspects of questionnaire organization are the actual flow of questions in the questionnaire body and screening of the respondent.