Exam 8: Questionnaire Design

J. J. Yamamoto works for a marketing research firm in Vancouver 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 China. J. J. speaks English and Japanese but does not speak any Chinese dialects. She is responsible for designing the questionnaire. Which of the following best represents the procedure J. J. should use in developing the questionnaire for her client?

One of the functions of the questionnaire is that it serves as the tool for standardizing questions and response choices so that every respondent responds to identical stimuli.

Although open-ended questions are valuable when exploring topics, it is desirable to have predefined answer options for ease of analysis. Open-ended questions are used in questionnaires during pretesting in order to:

A double-barreled question is one that:

Ambiguous words should be avoided, whereas words like "frequently" and "often" are crystal clear.

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

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

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

Classification questions are:

"What brands of pain relievers did you see the last time you went to the store and bought some?" This question should not be used in a questionnaire simply because common sense dictates that respondents would not be able to answer it.

Transition questions include "skip" questions that determine which question, or set of questions, will be asked next.

Common sense should be used in developing questions. Which of the following is implementing common sense?

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

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.

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.

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

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

Open-ended questions are never used in a questionnaire because they are more time consumer to quantify and analyze than closed-ended questions.

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 child's eyes from the sun's ultraviolet rays which are known to cause permanent blindness?"

Questionnaire organization has the potential to do all the following EXCEPT: