Question 1

Certain words such as all, every, and never should be avoided in question development for questionnaire design.

Accepted Answer

A) True 
 B)False  True

Question 2

The question "Don't you see any problem with using your credit card online?" is a:

Accepted Answer

A)  clear and focused question 
B)  loaded question 
C)  leading question 
D)  "double-barreled" question 
E)  compound question 
A)  clear and focused question 
B)  loaded question 
C)  leading question 
D)  "double-barreled" question 
E)  compound question C

Question 3

The "sections approach" to questionnaire design organizes question flow from specific to general questions.

Accepted Answer

A) True 
 B)False  False

Question 4

If a question has multiple possible answers, such as a question that asks a respondent to "indicate all that apply," it requires special consideration in terms of coding.

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

Patrick 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. Patrick is commissioning research to determine consumers' understanding of the claims after they have watched the TV commercial. Patrick 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. Patrick 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 7

A typical computer-assisted questionnaire design program will assist the designer by offering computerized menus for design issues such as:

Accepted Answer

A)  the type of question format 
B)  the number of response categories 
C)  whether multiple responses are to be used 
D)  if skip questions are to be used 
E)  All of the above features are typically offered. 
A)  the type of question format 
B)  the number of response categories 
C)  whether multiple responses are to be used 
D)  if skip questions are to be used 
E)  All of the above features are typically offered.

Question 8

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 9

Classification questions are:

Accepted Answer

A)  usually put in the middle of the questionnaire and are used to classify respondents into various groups for purposes of analysis 
B)  usually put at the beginning of the questionnaire and are used to classify respondents into various groups for purposes of analysis 
C)  usually put at the end of the questionnaire and are used to classify respondents into various groups for purposes of analysis 
D)  usually put at the end of the questionnaire and are used to classify the questions themselves, so that report writing is made easier after data collection and analysis are complete 
E)  usually put at the beginning of the questionnaire and are used to classify the questions themselves, so that report writing is made easier after data collection and analysis are complete 
A)  usually put in the middle of the questionnaire and are used to classify respondents into various groups for purposes of analysis 
B)  usually put at the beginning of the questionnaire and are used to classify respondents into various groups for purposes of analysis 
C)  usually put at the end of the questionnaire and are used to classify respondents into various groups for purposes of analysis 
D)  usually put at the end of the questionnaire and are used to classify the questions themselves, so that report writing is made easier after data collection and analysis are complete 
E)  usually put at the beginning of the questionnaire and are used to classify the questions themselves, so that report writing is made easier after data collection and analysis are complete

Question 10

There is nothing wrong with the following question: "Should people be allowed to protect themselves from harm by using mace as a self-defense?"

Accepted Answer

A) True 
 B)False

Question 11

You should always use the word "always" in designing questions so that you place a specific time parameter around an event.

Accepted Answer

A) True 
 B)False

Question 12

A double-barreled question is one that:

Accepted Answer

A)  achieves two objectives efficiently 
B)  has two subjects and two verbs 
C)  poses two different questions in one question and should be used whenever possible to save space 
D)  poses two different questions in one question and should be avoided 
E)  feels like an attack on the respondent 
A)  achieves two objectives efficiently 
B)  has two subjects and two verbs 
C)  poses two different questions in one question and should be used whenever possible to save space 
D)  poses two different questions in one question and should be avoided 
E)  feels like an attack on the respondent

Question 13

To keep respondents from having to respond to long questionnaires and to reduce respondent fatigue, it is okay to introduce several topics in one question.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following best represents what your author has to say about guidelines for developing a questionnaire in a foreign language?

Accepted Answer

A)  never attempt it 
B)  always form a strategic alliance with another firm in the appropriate foreign country 
C)  you should follow a process of designing the questionnaire in the foreign language, then have it translated back into English so you can evaluate each question's wording before releasing the questionnaire 
D)  you should follow a process of designing the questionnaire in your language, having it translated into the target language, and then "back-translated" by independent translators into your language, then revise and pretest 
E)  you should follow a process of designing the questionnaire in your language, having it translated into three or more foreign languages, and then pretest the questionnaires to determine which language you will use for the final version 
A)  never attempt it 
B)  always form a strategic alliance with another firm in the appropriate foreign country 
C)  you should follow a process of designing the questionnaire in the foreign language, then have it translated back into English so you can evaluate each question's wording before releasing the questionnaire 
D)  you should follow a process of designing the questionnaire in your language, having it translated into the target language, and then "back-translated" by independent translators into your language, then revise and pretest 
E)  you should follow a process of designing the questionnaire in your language, having it translated into three or more foreign languages, and then pretest the questionnaires to determine which language you will use for the final version

Question 15

Which approach to organizing the flow of questions would order them from general to specific or from wide to narrow?

Accepted Answer

A)  the inductive approach 
B)  the deductive approach 
C)  the funnel approach 
D)  the work approach 
E)  the sections approach 
A)  the inductive approach 
B)  the deductive approach 
C)  the funnel approach 
D)  the work approach 
E)  the sections approach

Question 16

"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 17

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

Accepted Answer

A) True 
 B)False

Question 18

J. J. Yarbrough works for a marketing research firm in Los Angeles and one of her clients is a multinational firm with interests in 12 countries. J. J.'s client's next research project involves surveying household members in Germany. J. J. speaks English and Korean but does not speak any German. She is responsible for designing the questionnaire. Which of the following best represents the procedure J. J. should use in developing a questionnaire in a foreign language?

Accepted Answer

A)  Create the questionnaire in the universal language of English, then have it translated into the target audience's language, German. 
B)  Create the questionnaire in the universal language of English, then have it translated into the target audience's language, German, then have it translated by independent translators back into English. 
C)  Create the questionnaire in the universal language of English, then have it translated into the target audience's language, German, then have it translated by independent translators back into English, then have it translated back into the target language after revisions are made. 
D)  Create the questionnaire in the universal language of English, then have it translated into the target audience's language, German, then have it translated by independent translators back into English, then have it translated back into the target language after revisions are made, and finally, conduct pretests using persons who speak the target language, German. 
E)  Never attempt to create a questionnaire in a language other than one's own native language; it is wise to not accept such research projects and to refer the client to a marketing research firm in the country in which the research is to be conducted. 
A)  Create the questionnaire in the universal language of English, then have it translated into the target audience's language, German. 
B)  Create the questionnaire in the universal language of English, then have it translated into the target audience's language, German, then have it translated by independent translators back into English. 
C)  Create the questionnaire in the universal language of English, then have it translated into the target audience's language, German, then have it translated by independent translators back into English, then have it translated back into the target language after revisions are made. 
D)  Create the questionnaire in the universal language of English, then have it translated into the target audience's language, German, then have it translated by independent translators back into English, then have it translated back into the target language after revisions are made, and finally, conduct pretests using persons who speak the target language, German. 
E)  Never attempt to create a questionnaire in a language other than one's own native language; it is wise to not accept such research projects and to refer the client to a marketing research firm in the country in which the research is to be conducted.

Question 19

Computer-assisted questionnaire design programs try to ease the researcher's task in designing questionnaires and often include "question libraries," which contain standard questions for constructs often measured in marketing research studies such as importance, satisfaction, or usage.

Accepted Answer

A) True 
 B)False

Question 20

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 whose main job is 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 whose main job is to construct questionnaires 
D)  determining if the question looks right 
E)  the clarity of a question

Certain words such as all, every, and never should be avoided in question development for questionnaire design.

The question "Don't you see any problem with using your credit card online?" is a:

The "sections approach" to questionnaire design organizes question flow from specific to general questions.

If a question has multiple possible answers, such as a question that asks a respondent to "indicate all that apply," it requires special consideration in terms of coding.

An overstated question is one that:

A typical computer-assisted questionnaire design program will assist the designer by offering computerized menus for design issues such as:

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

Classification questions are:

There is nothing wrong with the following question: "Should people be allowed to protect themselves from harm by using mace as a self-defense?"

You should always use the word "always" in designing questions so that you place a specific time parameter around an event.

A double-barreled question is one that:

To keep respondents from having to respond to long questionnaires and to reduce respondent fatigue, it is okay to introduce several topics in one question.

Which of the following best represents what your author has to say about guidelines for developing a questionnaire in a foreign language?

Which approach to organizing the flow of questions would order them from general to specific or from wide to narrow?

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

Computer-assisted questionnaire design programs try to ease the researcher's task in designing questionnaires and often include "question libraries," which contain standard questions for constructs often measured in marketing research studies such as importance, satisfaction, or usage.

Questionnaire organization refers to:

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters

Exam 11: Designing the Questionnaire

Certain words such as all, every, and never should be avoided in question development for questionnaire design.

The question "Don't you see any problem with using your credit card online?" is a:

The "sections approach" to questionnaire design organizes question flow from specific to general questions.

If a question has multiple possible answers, such as a question that asks a respondent to "indicate all that apply," it requires special consideration in terms of coding.

An overstated question is one that:

A typical computer-assisted questionnaire design program will assist the designer by offering computerized menus for design issues such as:

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

Classification questions are:

There is nothing wrong with the following question: "Should people be allowed to protect themselves from harm by using mace as a self-defense?"

You should always use the word "always" in designing questions so that you place a specific time parameter around an event.

A double-barreled question is one that:

To keep respondents from having to respond to long questionnaires and to reduce respondent fatigue, it is okay to introduce several topics in one question.

Which of the following best represents what your author has to say about guidelines for developing a questionnaire in a foreign language?

Which approach to organizing the flow of questions would order them from general to specific or from wide to narrow?

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

Computer-assisted questionnaire design programs try to ease the researcher's task in designing questionnaires and often include "question libraries," which contain standard questions for constructs often measured in marketing research studies such as importance, satisfaction, or usage.

Questionnaire organization refers to:

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters