Question 1

Which of the following statements is most accurate in terms of the questionnaire development process?

Accepted Answer

A)  Clients will not be involved until there has been considerable development and evaluation by the researcher. 
B)  Clients typically work with researchers on the initial drafts. 
C)  Clients do not get involved with the questionnaire because it is the domain of the professional researcher. 
D)  Clients typically devise questionnaires by themselves because they are closest to the research problem. 
E)  Clients design each question, and then send it to the researcher for approval. 
A)  Clients will not be involved until there has been considerable development and evaluation by the researcher. 
B)  Clients typically work with researchers on the initial drafts. 
C)  Clients do not get involved with the questionnaire because it is the domain of the professional researcher. 
D)  Clients typically devise questionnaires by themselves because they are closest to the research problem. 
E)  Clients design each question, and then send it to the researcher for approval.

Question 2

An incentive may be used to encourage respondent participation. This means that the respondent's name is known by the researcher, but will not be divulged to a third party, namely the client:

Accepted Answer

A)  respondent/client indemnity 
B)  anonymity 
C)  confidentiality 
D)  the "ghost respondent agreement" 
E)  respondent protection 
A)  respondent/client indemnity 
B)  anonymity 
C)  confidentiality 
D)  the "ghost respondent agreement" 
E)  respondent protection

Question 3

Which of the following is the most accurate statement regarding the importance of the questionnaire in the research process?

Accepted Answer

A)  Relatively speaking, the questionnaire is unimportant in the marketing research process. 
B)  Not only is the questionnaire a very important ingredient, but its design affects the quality of the data collected; even experienced interviewers cannot compensate for questionnaire defects. 
C)  The questionnaire is tied with the written report as being the top two most important items in the marketing research process. 
D)  Not only is the questionnaire a very important ingredient, but its design affects the quality of the data collected, though experienced interviewers often compensate for questionnaire defects. 
E)  Questionnaire design is THE most important step in the marketing research process. 
A)  Relatively speaking, the questionnaire is unimportant in the marketing research process. 
B)  Not only is the questionnaire a very important ingredient, but its design affects the quality of the data collected; even experienced interviewers cannot compensate for questionnaire defects. 
C)  The questionnaire is tied with the written report as being the top two most important items in the marketing research process. 
D)  Not only is the questionnaire a very important ingredient, but its design affects the quality of the data collected, though experienced interviewers often compensate for questionnaire defects. 
E)  Questionnaire design is THE most important step in the marketing research process.

Question 4

Questionnaire design is really a process of several interrelated steps.

Accepted Answer

A) True 
 B)False

Question 5

A leading question is one that:

Accepted Answer

A)  is used to begin the questionnaire and must be carefully worded for ease of response and also for interest 
B)  is used to begin the questionnaire and should address the key issue of the research project in case respondents refuse to answer further questions 
C)  is worded in such a way that gives the respondent a clue as to how to answer and should be avoided 
D)  is worded in such a way that gives the respondent a clue as to how to answer and should be used to help the researcher achieve the desired results 
E)  all of the above 
A)  is used to begin the questionnaire and must be carefully worded for ease of response and also for interest 
B)  is used to begin the questionnaire and should address the key issue of the research project in case respondents refuse to answer further questions 
C)  is worded in such a way that gives the respondent a clue as to how to answer and should be avoided 
D)  is worded in such a way that gives the respondent a clue as to how to answer and should be used to help the researcher achieve the desired results 
E)  all of the above

Question 6

The research design 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 7

Screening questions should be asked at the very end of the questionnaire.

Accepted Answer

A) True 
 B)False

Question 8

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 9

Research has demonstrated that questionnaire design is so important that it directly affects the quality of the data collected.

Accepted Answer

A) True 
 B)False

Question 10

Warm-up questions are simple and easy-to-answer questions that may or may not pertain to the research objectives.

Accepted Answer

A) True 
 B)False

Question 11

Although computer-assisted questionnaire design programs allow for the development of questionnaires, only data analysis-dedicated software programs allow for the data to be analyzed.

Accepted Answer

A) True 
 B)False

Question 12

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 13

There is nothing wrong with the following question: "How much do you think you would pay for a pair of sunglasses that will protect your eyes from the sun's harmful ultraviolet rays, which are known to cause blindness?"

Accepted Answer

A) True 
 B)False

Question 14

Regarding client approval of a questionnaire:

Accepted Answer

A)  it serves to let the client understand the technical aspects of the research 
B)  it serves as a check that the researcher is still in tune with the survey's objectives 
C)  when signed by the client, it means that the questionnaire should not be changed for any reason, even if it performs poorly in the pretest 
D)  client approval of the questionnaire is carried out at the original signing of the agreement to conduct research; it merely gives the researcher approval to use a questionnaire, as clients should not be involved in approving the final questionnaire developed by expert researchers 
E)  client approval is merely a legal requirement and researchers do not encourage clients to review a questionnaire prior to its approval 
A)  it serves to let the client understand the technical aspects of the research 
B)  it serves as a check that the researcher is still in tune with the survey's objectives 
C)  when signed by the client, it means that the questionnaire should not be changed for any reason, even if it performs poorly in the pretest 
D)  client approval of the questionnaire is carried out at the original signing of the agreement to conduct research; it merely gives the researcher approval to use a questionnaire, as clients should not be involved in approving the final questionnaire developed by expert researchers 
E)  client approval is merely a legal requirement and researchers do not encourage clients to review a questionnaire prior to its approval

Question 15

"Are you satisfied with the restaurant's food and service?" is an example of what kind of question?

Accepted Answer

A)  double-barreled 
B)  overstated 
C)  leading 
D)  loaded 
E)  focused 
A)  double-barreled 
B)  overstated 
C)  leading 
D)  loaded 
E)  focused

Question 16

Tommy Cole was reviewing a new employee's work at MAXIM Research. Tommy had several years of experience in research and was regarded as the company expert in designing questionnaires. As Tommy read the questionnaire proposed by the new employee, he found the following question, which had been drafted to measure the occupational status of respondents: "Check one of the following categories which describes your occupational status?"
___ Full-time employment
___ Full-time student
___ Part-time student
___ Unemployed
___ Retired
Which of the following best describes the appropriate action Tommy should take regarding this question?

Accepted Answer

A)  approve it; this is a perfectly good question 
B)  approve it; but break "retired" into categories such as "retired military," "retired government employee," and so on 
C)  disapprove it; the question is "leading" in that it assumes all occupations are either full-time or part-time 
D)  disapprove it; the question is "loaded" in that it assumes everyone should either be employed or a student 
E)  disapprove it; the question is "double-barreled" in that someone could be retired and a full-time student 
A)  approve it; this is a perfectly good question 
B)  approve it; but break "retired" into categories such as "retired military," "retired government employee," and so on 
C)  disapprove it; the question is "leading" in that it assumes all occupations are either full-time or part-time 
D)  disapprove it; the question is "loaded" in that it assumes everyone should either be employed or a student 
E)  disapprove it; the question is "double-barreled" in that someone could be retired and a full-time student

Question 17

Which of the following is NOT a leading question?

Accepted Answer

A)  As a Cadillac owner, you are satisfied with your car, aren't you? 
B)  Have you heard about the satellite radio system everyone is talking about? 
C)  Don't you see any problems with using your credit card for online purchases? 
D)  Wouldn't you like to purchase one of the new video games? 
E)  Do you see any problems with carrying cash while on vacation? 
A)  As a Cadillac owner, you are satisfied with your car, aren't you? 
B)  Have you heard about the satellite radio system everyone is talking about? 
C)  Don't you see any problems with using your credit card for online purchases? 
D)  Wouldn't you like to purchase one of the new video games? 
E)  Do you see any problems with carrying cash while on vacation?

Question 18

In terms of developing questions, your text identified several "shoulds" of question wording. Which of the following is NOT a "should"?

Accepted Answer

A)  The question should be focused on a single issue or topic. 
B)  The question should be brief. 
C)  The question should attempt to cover as many topics as possible in order to reduce the questionnaire's length. 
D)  The question should be grammatically simple. 
E)  The questions should be crystal clear. 
A)  The question should be focused on a single issue or topic. 
B)  The question should be brief. 
C)  The question should attempt to cover as many topics as possible in order to reduce the questionnaire's length. 
D)  The question should be grammatically simple. 
E)  The questions should be crystal clear.

Question 19

Which of the following is the name of the computer-assisted questionnaire design system illustrated in the textbook?

Accepted Answer

A)  Qualtrics 
B)  Surveys with Confidence 
C)  SPSQutility 
D)  SurveyDesigner 
E)  E-Z Surveys 
A)  Qualtrics 
B)  Surveys with Confidence 
C)  SPSQutility 
D)  SurveyDesigner 
E)  E-Z Surveys

Question 20

What happens immediately prior to client approval during the questionnaire development process?

Accepted Answer

A)  Data is gathered. 
B)  Questions are formulated for the next section of the questionnaire. 
C)  The questionnaire is revised. 
D)  The questionnaire is finalized. 
E)  A pretest is conducted. 
A)  Data is gathered. 
B)  Questions are formulated for the next section of the questionnaire. 
C)  The questionnaire is revised. 
D)  The questionnaire is finalized. 
E)  A pretest is conducted.

Which of the following statements is most accurate in terms of the questionnaire development process?

An incentive may be used to encourage respondent participation. This means that the respondent's name is known by the researcher, but will not be divulged to a third party, namely the client:

Which of the following is the most accurate statement regarding the importance of the questionnaire in the research process?

Questionnaire design is really a process of several interrelated steps.

A leading question is one that:

Screening questions should be asked at the very end of the questionnaire.

Which is the best interpretation of question bias?

Research has demonstrated that questionnaire design is so important that it directly affects the quality of the data collected.

Warm-up questions are simple and easy-to-answer questions that may or may not pertain to the research objectives.

Although computer-assisted questionnaire design programs allow for the development of questionnaires, only data analysis-dedicated software programs allow for the data to be analyzed.

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

There is nothing wrong with the following question: "How much do you think you would pay for a pair of sunglasses that will protect your eyes from the sun's harmful ultraviolet rays, which are known to cause blindness?"

Regarding client approval of a questionnaire:

"Are you satisfied with the restaurant's food and service?" is an example of what kind of question?

Which of the following is NOT a leading question?

In terms of developing questions, your text identified several "shoulds" of question wording. Which of the following is NOT a "should"?

Which of the following is the name of the computer-assisted questionnaire design system illustrated in the textbook?

What happens immediately prior to client approval during the questionnaire development process?

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

Which of the following statements is most accurate in terms of the questionnaire development process?

An incentive may be used to encourage respondent participation. This means that the respondent's name is known by the researcher, but will not be divulged to a third party, namely the client:

Which of the following is the most accurate statement regarding the importance of the questionnaire in the research process?

Questionnaire design is really a process of several interrelated steps.

A leading question is one that:

Screening questions should be asked at the very end of the questionnaire.

Which is the best interpretation of question bias?

Research has demonstrated that questionnaire design is so important that it directly affects the quality of the data collected.

Warm-up questions are simple and easy-to-answer questions that may or may not pertain to the research objectives.

Although computer-assisted questionnaire design programs allow for the development of questionnaires, only data analysis-dedicated software programs allow for the data to be analyzed.

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

There is nothing wrong with the following question: "How much do you think you would pay for a pair of sunglasses that will protect your eyes from the sun's harmful ultraviolet rays, which are known to cause blindness?"

Regarding client approval of a questionnaire:

"Are you satisfied with the restaurant's food and service?" is an example of what kind of question?

Which of the following is NOT a leading question?

In terms of developing questions, your text identified several "shoulds" of question wording. Which of the following is NOT a "should"?

Which of the following is the name of the computer-assisted questionnaire design system illustrated in the textbook?

What happens immediately prior to client approval during the questionnaire development process?

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