Question 1

In terms of locating types of questions on the questionnaire, which of the following is true?

Accepted Answer

A)  warm-ups come first, followed by screens, followed by classification questions 
B)  warm-ups are first, transitions are second, and classification questions are last 
C)  screens are first, warm-ups second, and classification questions are last 
D)  complicated and difficult to answer questions must be avoided altogether 
E)  demographic questions should be avoided because they might offend respondents 
A)  warm-ups come first, followed by screens, followed by classification questions 
B)  warm-ups are first, transitions are second, and classification questions are last 
C)  screens are first, warm-ups second, and classification questions are last 
D)  complicated and difficult to answer questions must be avoided altogether 
E)  demographic questions should be avoided because they might offend respondents

Question 2

In question development, face validity means:

Accepted Answer

A)  the respondent can put a face on the interviewer 
B)  the interviewer can see the respondent to determine if the respondent is telling the truth 
C)  that the respondent will answer the same way repeatedly 
D)  whether or not the question looks right 
E)  that the question gives the respondent a bad feeling 
A)  the respondent can put a face on the interviewer 
B)  the interviewer can see the respondent to determine if the respondent is telling the truth 
C)  that the respondent will answer the same way repeatedly 
D)  whether or not the question looks right 
E)  that the question gives the respondent a bad feeling

Question 3

Screening questions are used to screen out questions that are deemed to be too difficult or ambiguous for respondents.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is true and should be remembered when developing questions?

Accepted Answer

A)  Once the client and researcher agree on what needs to be asked, wording a question is easy. 
B)  As long as the question contains words we commonly use in speaking, there will be no bias. 
C)  Respondents will not use literal interpretations to answer questions. 
D)  A single word can make a difference in how respondents respond to a question. 
E)  The word anybody is always safe to use in question development. 
A)  Once the client and researcher agree on what needs to be asked, wording a question is easy. 
B)  As long as the question contains words we commonly use in speaking, there will be no bias. 
C)  Respondents will not use literal interpretations to answer questions. 
D)  A single word can make a difference in how respondents respond to a question. 
E)  The word anybody is always safe to use in question development.

Question 5

There is nothing wrong with the following question: "As a BMW owner, you are satisfied with your car, aren't you?"

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is an overstated question?

Accepted Answer

A)  How much would you pay for sunglasses that will protect your eyes? 
B)  How much would you pay for shoes with a cushioning gel in them? 
C)  How much would you pay for a child's swimsuit that had a built-in flotation device? 
D)  How much do you think you would pay for a car with features that would save your life and possibly the lives of your family members, if you were in a car accident? 
E)  How much would you pay for a PDA that also provided Internet access? 
A)  How much would you pay for sunglasses that will protect your eyes? 
B)  How much would you pay for shoes with a cushioning gel in them? 
C)  How much would you pay for a child's swimsuit that had a built-in flotation device? 
D)  How much do you think you would pay for a car with features that would save your life and possibly the lives of your family members, if you were in a car accident? 
E)  How much would you pay for a PDA that also provided Internet access?

Question 7

Research questions do NOT measure which of the following?

Accepted Answer

A)  attitudes 
B)  beliefs 
C)  behaviors 
D)  ideas 
E)  demographics 
A)  attitudes 
B)  beliefs 
C)  behaviors 
D)  ideas 
E)  demographics

Question 8

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

Accepted Answer

A)  There is no process; a questionnaire is simply prepared based upon the research objectives. 
B)  The process is undertaken by the researcher and the client does not view the questionnaire until after the collection of data to avoid biased questions. 
C)  The process consists of several steps, but is an iterative process meaning that revisions occur often during the process. 
D)  Once the process begins, there is no changing it. 
E)  none of the above 
A)  There is no process; a questionnaire is simply prepared based upon the research objectives. 
B)  The process is undertaken by the researcher and the client does not view the questionnaire until after the collection of data to avoid biased questions. 
C)  The process consists of several steps, but is an iterative process meaning that revisions occur often during the process. 
D)  Once the process begins, there is no changing it. 
E)  none of the above

Question 9

Pretests of questionnaires for a study on toy buying by young parents can be done on colleagues in the research firm, as long as the colleagues are objective and have not been involved in the development of the questionnaire.

Accepted Answer

A) True 
 B)False

Question 10

In a personal interview, the introduction is normally provided in the opening comments.

Accepted Answer

A) True 
 B)False

Question 11

Pretests should include as many interviews as possible.

Accepted Answer

A) True 
 B)False

Question 12

Even a single word can alter the responses to a question on a survey.

Accepted Answer

A) True 
 B)False

Question 13

Coding questions refers to:

Accepted Answer

A)  placing numbers on the questionnaire to facilitate data entry after the survey has been conducted 
B)  predetermining the responses; this makes report writing easier because the report may be started early, although it is recognized that it will have to be modified once the true results are reported 
C)  coding is no longer used; it has been replaced totally by automated, computerized interviewing software 
D)  analysis methods for scaled-response questions only 
E)  conducting a dry run of the survey to see which questions "work" 
A)  placing numbers on the questionnaire to facilitate data entry after the survey has been conducted 
B)  predetermining the responses; this makes report writing easier because the report may be started early, although it is recognized that it will have to be modified once the true results are reported 
C)  coding is no longer used; it has been replaced totally by automated, computerized interviewing software 
D)  analysis methods for scaled-response questions only 
E)  conducting a dry run of the survey to see which questions "work"

Question 14

Leading questions that lead with phonics deal with question content.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is NOT mentioned in the text as the name of a feature in the computer-assisted questionnaire design program Qualtrics?

Accepted Answer

A)  skip logic 
B)  matrix table 
C)  Automatic Scale Points 
D)  data correction window 
E)  Look and Feel 
A)  skip logic 
B)  matrix table 
C)  Automatic Scale Points 
D)  data correction window 
E)  Look and Feel

Question 16

Complicated and difficult- to-answer questions should be asked at the very beginning of the questionnaire before the respondent becomes fatigued.

Accepted Answer

A) True 
 B)False

Question 17

The major reason to disguise a survey is:

Accepted Answer

A)  to encourage response; if respondents don't think they are participating in a survey they are more likely to participate 
B)  dependent upon the research objectives; the identity of the sponsor may bias the results 
C)  that it takes time and respondents do not care 
D)  to violate the "Do not call" rule 
E)  to avoid providing incentives 
A)  to encourage response; if respondents don't think they are participating in a survey they are more likely to participate 
B)  dependent upon the research objectives; the identity of the sponsor may bias the results 
C)  that it takes time and respondents do not care 
D)  to violate the "Do not call" rule 
E)  to avoid providing incentives

Question 18

Question development refers to the practice of selecting appropriate response formats and wording questions that are understandable, unambiguous, and unbiased.

Accepted Answer

A) True 
 B)False

Question 19

In determining approaches to question organization on a questionnaire, the most important guiding principle to keep in mind is how researchers will later be able to analyze the questions.

Accepted Answer

A) True 
 B)False

Question 20

The only time coding is not fairly straightforward is when:

Accepted Answer

A)  there are many questions on the questionnaire 
B)  any time scaled-response questions are used 
C)  there are questions for which there may be multiple responses 
D)  closed-ended questions are used 
E)  both open-ended and closed-ended questions are used 
A)  there are many questions on the questionnaire 
B)  any time scaled-response questions are used 
C)  there are questions for which there may be multiple responses 
D)  closed-ended questions are used 
E)  both open-ended and closed-ended questions are used

In terms of locating types of questions on the questionnaire, which of the following is true?

In question development, face validity means:

Screening questions are used to screen out questions that are deemed to be too difficult or ambiguous for respondents.

Which of the following is true and should be remembered when developing questions?

There is nothing wrong with the following question: "As a BMW owner, you are satisfied with your car, aren't you?"

Which of the following is an overstated question?

Research questions do NOT measure which of the following?

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

Pretests of questionnaires for a study on toy buying by young parents can be done on colleagues in the research firm, as long as the colleagues are objective and have not been involved in the development of the questionnaire.

In a personal interview, the introduction is normally provided in the opening comments.

Pretests should include as many interviews as possible.

Even a single word can alter the responses to a question on a survey.

Coding questions refers to:

Leading questions that lead with phonics deal with question content.

Which of the following is NOT mentioned in the text as the name of a feature in the computer-assisted questionnaire design program Qualtrics?

Complicated and difficult- to-answer questions should be asked at the very beginning of the questionnaire before the respondent becomes fatigued.

The major reason to disguise a survey is:

Question development refers to the practice of selecting appropriate response formats and wording questions that are understandable, unambiguous, and unbiased.

In determining approaches to question organization on a questionnaire, the most important guiding principle to keep in mind is how researchers will later be able to analyze the questions.

The only time coding is not fairly straightforward is when:

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

In terms of locating types of questions on the questionnaire, which of the following is true?

In question development, face validity means:

Screening questions are used to screen out questions that are deemed to be too difficult or ambiguous for respondents.

Which of the following is true and should be remembered when developing questions?

There is nothing wrong with the following question: "As a BMW owner, you are satisfied with your car, aren't you?"

Which of the following is an overstated question?

Research questions do NOT measure which of the following?

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

Pretests of questionnaires for a study on toy buying by young parents can be done on colleagues in the research firm, as long as the colleagues are objective and have not been involved in the development of the questionnaire.

In a personal interview, the introduction is normally provided in the opening comments.

Pretests should include as many interviews as possible.

Even a single word can alter the responses to a question on a survey.

Coding questions refers to:

Leading questions that lead with phonics deal with question content.

Which of the following is NOT mentioned in the text as the name of a feature in the computer-assisted questionnaire design program Qualtrics?

Complicated and difficult- to-answer questions should be asked at the very beginning of the questionnaire before the respondent becomes fatigued.

The major reason to disguise a survey is:

Question development refers to the practice of selecting appropriate response formats and wording questions that are understandable, unambiguous, and unbiased.

In determining approaches to question organization on a questionnaire, the most important guiding principle to keep in mind is how researchers will later be able to analyze the questions.

The only time coding is not fairly straightforward is when:

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