Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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 3

Question bias is defined as wording questions in such a way that they influence the responses. Researchers should try to maximize question bias in order to achieve the results desired by clients.

Accepted Answer

A) True 
 B)False

Question 4

One leading question can get the same information as a series of organized, interlocking, nonleading questions.

Accepted Answer

A) True 
 B)False

Question 5

Under conditions of anonymity, the researcher assures the respondent that his name will never be associated with his responses.

Accepted Answer

A) True 
 B)False

Question 6

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 7

The question: "Because the Founding Fathers of the United States provided citizens the right to keep and bear arms in the Bill of Rights, shouldn't you be against gun control legislation?" is:

Accepted Answer

A)  a loaded question 
B)  a question that will trigger confusion 
C)  a double-barreled question 
D)  appropriate if you are "for" gun control legislation 
E)  appropriate if you are "against" gun control legislation 
A)  a loaded question 
B)  a question that will trigger confusion 
C)  a double-barreled question 
D)  appropriate if you are "for" gun control legislation 
E)  appropriate if you are "against" gun control legislation

Question 8

Which is true regarding questionnaire design and computer technology?

Accepted Answer

A)  There has been little progress toward integrating questionnaire design and new computer technology; the only advance has been achieved through word processing programs. 
B)  The field is very advanced; no one designs questionnaires any longer without the aid of computer software designed for this purpose. 
C)  Some companies have bridged the gap between basic word processing and the finished, polished questionnaire; their products are referred to as computer-assisted questionnaire design programs. 
D)  Very few computer-assisted questionnaire design programs allow for publication to the Internet. 
E)  Computer-assisted questionnaire design is difficult and time consuming. 
A)  There has been little progress toward integrating questionnaire design and new computer technology; the only advance has been achieved through word processing programs. 
B)  The field is very advanced; no one designs questionnaires any longer without the aid of computer software designed for this purpose. 
C)  Some companies have bridged the gap between basic word processing and the finished, polished questionnaire; their products are referred to as computer-assisted questionnaire design programs. 
D)  Very few computer-assisted questionnaire design programs allow for publication to the Internet. 
E)  Computer-assisted questionnaire design is difficult and time consuming.

Question 9

Qualtrics is a computer-assisted questionnaire design program that was discussed in the textbook.

Accepted Answer

A) True 
 B)False

Question 10

Which one of the following is NOT a function of a questionnaire?

Accepted Answer

A)  standardizes questions and response categories 
B)  translates the research objectives into specific questions 
C)  serves as a permanent record of the research 
D)  fosters cooperation with respondents 
E)  creates alpha levels to be used in conducting tests of statistical significance 
A)  standardizes questions and response categories 
B)  translates the research objectives into specific questions 
C)  serves as a permanent record of the research 
D)  fosters cooperation with respondents 
E)  creates alpha levels to be used in conducting tests of statistical significance

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

Which of the following is the wrong way to ask if someone has viewed an episode of Lost?

Accepted Answer

A)  Have you ever seen Lost? 
B)  Do you always watch Lost? 
C)  Have you never watched Lost? 
D)  Have you ever watched and recorded an episode of Lost? 
E)  All of the above should be avoided. 
A)  Have you ever seen Lost? 
B)  Do you always watch Lost? 
C)  Have you never watched Lost? 
D)  Have you ever watched and recorded an episode of Lost? 
E)  All of the above should be avoided.

Question 13

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 14

One means of conducting online survey research is to use computer-assisted questionnaire design software such as Qualtrics.

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

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

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

Accepted Answer

A) True 
 B)False

Question 18

Screening questions are used to:

Accepted Answer

A)  increase reliability by screening out respondents with inconsistent answers 
B)  shield the true purpose of a question from a respondent 
C)  determine whether or not a potential respondent qualifies to take part in a survey based on certain selection criteria the researcher has deemed essential 
D)  increase response rates by screening out unlikely respondents 
E)  ensure that certain results will be achieved by choosing your respondents 
A)  increase reliability by screening out respondents with inconsistent answers 
B)  shield the true purpose of a question from a respondent 
C)  determine whether or not a potential respondent qualifies to take part in a survey based on certain selection criteria the researcher has deemed essential 
D)  increase response rates by screening out unlikely respondents 
E)  ensure that certain results will be achieved by choosing your respondents

Question 19

Coding refers to placing numbers on the questionnaire to facilitate data entry after the survey is completed.

Accepted Answer

A) True 
 B)False

Question 20

"Now, for the next few questions, I want to ask about your family's TV viewing habits" is an example of a:

Accepted Answer

A)  screen 
B)  transition 
C)  demographic question 
D)  warm-up 
E)  complicated question 
A)  screen 
B)  transition 
C)  demographic question 
D)  warm-up 
E)  complicated question

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

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

Question bias is defined as wording questions in such a way that they influence the responses. Researchers should try to maximize question bias in order to achieve the results desired by clients.

One leading question can get the same information as a series of organized, interlocking, nonleading questions.

Under conditions of anonymity, the researcher assures the respondent that his name will never be associated with his responses.

Questionnaire organization has the potential to:

The question: "Because the Founding Fathers of the United States provided citizens the right to keep and bear arms in the Bill of Rights, shouldn't you be against gun control legislation?" is:

Which is true regarding questionnaire design and computer technology?

Qualtrics is a computer-assisted questionnaire design program that was discussed in the textbook.

Which one of the following is NOT a function of a questionnaire?

"All that apply" questions are questions that:

Which of the following is the wrong way to ask if someone has viewed an episode of Lost?

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

One means of conducting online survey research is to use computer-assisted questionnaire design software such as Qualtrics.

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

A loaded question is a question that:

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

Screening questions are used to:

Coding refers to placing numbers on the questionnaire to facilitate data entry after the survey is completed.

"Now, for the next few questions, I want to ask about your family's TV viewing habits" is an example of a:

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

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

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

Question bias is defined as wording questions in such a way that they influence the responses. Researchers should try to maximize question bias in order to achieve the results desired by clients.

One leading question can get the same information as a series of organized, interlocking, nonleading questions.

Under conditions of anonymity, the researcher assures the respondent that his name will never be associated with his responses.

Questionnaire organization has the potential to:

The question: "Because the Founding Fathers of the United States provided citizens the right to keep and bear arms in the Bill of Rights, shouldn't you be against gun control legislation?" is:

Which is true regarding questionnaire design and computer technology?

Qualtrics is a computer-assisted questionnaire design program that was discussed in the textbook.

Which one of the following is NOT a function of a questionnaire?

"All that apply" questions are questions that:

Which of the following is the wrong way to ask if someone has viewed an episode of Lost?

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

One means of conducting online survey research is to use computer-assisted questionnaire design software such as Qualtrics.

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

A loaded question is a question that:

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

Screening questions are used to:

Coding refers to placing numbers on the questionnaire to facilitate data entry after the survey is completed.

"Now, for the next few questions, I want to ask about your family's TV viewing habits" is an example of a:

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