Question 1

"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 2

Pretests should involve at least thirty respondents to be able to calculate inferential statistics.

Accepted Answer

A) True 
 B)False

Question 3

"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 4

In questionnaires certain words are avoided because they are extreme absolutes, meaning that they place respondents in a situation where they must either agree fully or completely disagree with the extreme position in the question.

Accepted Answer

A) True 
 B)False

Question 5

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 compared with the data analysis. 
B)  Questionnaire design directly 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 two most important items in the marketing research process. 
D)  Questionnaire design affects the quality of the data collected, though experienced interviewers will 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 compared with the data analysis. 
B)  Questionnaire design directly 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 two most important items in the marketing research process. 
D)  Questionnaire design affects the quality of the data collected, though experienced interviewers will often compensate for questionnaire defects. 
E)  Questionnaire design is THE most important step in the marketing research process.

Question 6

Which of the following statements is the 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)  Should a client sign the questionnaire authorizing formal approval, a pretest is no longer required. 
D)  Once the process begins, there is no stopping or repeating of steps. 
E)  Generally, the client will not be involved in the evaluation of the questionnaire until it has undergone numerous revisions. 
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)  Should a client sign the questionnaire authorizing formal approval, a pretest is no longer required. 
D)  Once the process begins, there is no stopping or repeating of steps. 
E)  Generally, the client will not be involved in the evaluation of the questionnaire until it has undergone numerous revisions.

Question 7

Under conditions of anonymity, the researcher assures the respondent that his name will never be divulged to a third party.

Accepted Answer

A) True 
 B)False

Question 8

Terms like "price point" or "brand equity" are acceptable when the respondents are marketing managers.

Accepted Answer

A) True 
 B)False

Question 9

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.

Question 10

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 11

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

Question 12

How does the textbook discuss the use of a pretest?

Accepted Answer

A)  The client should always be present for the pretest. 
B)  A pretest needs to be done on each question with the client prior to it going into the questionnaire. 
C)  A pretest is only necessary if you are not using a computer-assisted questionnaire design program. 
D)  A pretest involves conducting the survey on a small, representative set of respondents in order to reveal questionnaire errors before the survey is launched. 
E)  A pretest is the analysis that occurs after "back-translation." 
A)  The client should always be present for the pretest. 
B)  A pretest needs to be done on each question with the client prior to it going into the questionnaire. 
C)  A pretest is only necessary if you are not using a computer-assisted questionnaire design program. 
D)  A pretest involves conducting the survey on a small, representative set of respondents in order to reveal questionnaire errors before the survey is launched. 
E)  A pretest is the analysis that occurs after "back-translation."

Question 13

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 14

When developing a questionnaire in a foreign language, the questionnaire should be created first in the foreign language rather than in the researcher's native language.

Accepted Answer

A) True 
 B)False

Question 15

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)  keeps respondents motivated throughout 
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)  keeps respondents motivated throughout 
E)  creates alpha levels to be used in conducting tests of statistical significance.

Question 16

Which of the following best represents what your textbook 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 so they can do the study 
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 using individuals whose native tongue is the other language 
E)  you should follow a process of designing the questionnaire in your language, having it translated into the foreign language, and then pretest using individuals whose native tongue is the other language 
A)  never attempt it 
B)  always form a strategic alliance with another firm in the appropriate foreign country so they can do the study 
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 using individuals whose native tongue is the other language 
E)  you should follow a process of designing the questionnaire in your language, having it translated into the foreign language, and then pretest using individuals whose native tongue is the other language

Question 17

There are three different ways that a question can "lead" a respondent to give a particular answer. What are they?

Accepted Answer

A)  with words, with pictures, and by sound 
B)  by use of structure, content, and clarity 
C)  with loaded, double-barreled, and biased wording 
D)  by form, with facts, and with phonics 
E)  with form, logic, and emotion 
A)  with words, with pictures, and by sound 
B)  by use of structure, content, and clarity 
C)  with loaded, double-barreled, and biased wording 
D)  by form, with facts, and with phonics 
E)  with form, logic, and emotion

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

Precoding questions refers to:

Accepted Answer

A)  placing numbers on the question responses 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. 
C)  precoding 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 question responses 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. 
C)  precoding 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 20

One reason to disguise the true sponsor of a survey is to prevent alerting competitors to the survey.

Accepted Answer

A) True 
 B)False

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

Pretests should involve at least thirty respondents to be able to calculate inferential statistics.

"All that apply" questions are questions that:

In questionnaires certain words are avoided because they are extreme absolutes, meaning that they place respondents in a situation where they must either agree fully or completely disagree with the extreme position in the question.

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

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

Under conditions of anonymity, the researcher assures the respondent that his name will never be divulged to a third party.

Terms like "price point" or "brand equity" are acceptable when the respondents are marketing managers.

Questionnaire organization refers to:

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

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

How does the textbook discuss the use of a pretest?

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.

When developing a questionnaire in a foreign language, the questionnaire should be created first in the foreign language rather than in the researcher's native language.

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

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

There are three different ways that a question can "lead" a respondent to give a particular answer. What are they?

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

Precoding questions refers to:

One reason to disguise the true sponsor of a survey is to prevent alerting competitors to the survey.

Introducing Marketing Research

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Quantitative Data Collection Methods

Survey Measurement Scales

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters

Exam 8: Questionnaire Design

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

Pretests should involve at least thirty respondents to be able to calculate inferential statistics.

"All that apply" questions are questions that:

In questionnaires certain words are avoided because they are extreme absolutes, meaning that they place respondents in a situation where they must either agree fully or completely disagree with the extreme position in the question.

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

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

Under conditions of anonymity, the researcher assures the respondent that his name will never be divulged to a third party.

Terms like "price point" or "brand equity" are acceptable when the respondents are marketing managers.

Questionnaire organization refers to:

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

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

How does the textbook discuss the use of a pretest?

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.

When developing a questionnaire in a foreign language, the questionnaire should be created first in the foreign language rather than in the researcher's native language.

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

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

There are three different ways that a question can "lead" a respondent to give a particular answer. What are they?

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

Precoding questions refers to:

One reason to disguise the true sponsor of a survey is to prevent alerting competitors to the survey.

Introducing Marketing Research

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Quantitative Data Collection Methods

Survey Measurement Scales

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters