Question 1

Questionnaire design has become a fairly exact science that can be mastered by strictly following the set of rules for their creation.

Accepted Answer

A) True 
 B)False  False

Question 2

Identify the five sections of a questionnaire.

Accepted Answer

The sections are:
1.identification data
2.request for cooperation
3.instructions
4.information sought
5.classification data

Question 3

Each question included in the questionnaire should relate to a specific

Accepted Answer

A)  research objective 
B)  information need 
C)  measurement scale 
D)  marketing problem 
A)  research objective 
B)  information need 
C)  measurement scale 
D)  marketing problem B

Question 4

What can cause respondents to be unable to answer a question accurately?

Accepted Answer

Respondents may be unable to a

Question 5

Measurement error in the design of questionnaires

Accepted Answer

A)  can easily be calculated within a given number of standard deviations 
B)  may be of unknown direction and magnitude 
C)  does not require the degree of concern that is typically associated with sampling error 
D)  results from questions which measure something other than what they are intended to measure 
E)  both b and d 
A)  can easily be calculated within a given number of standard deviations 
B)  may be of unknown direction and magnitude 
C)  does not require the degree of concern that is typically associated with sampling error 
D)  results from questions which measure something other than what they are intended to measure 
E)  both b and d

Question 6

The questionnaire should be comprehensible to that segment of the population with the least vocabulary skills.

Accepted Answer

A) True 
 B)False

Question 7

The questionnaire design stage presumes that the research project is well under way and that research objective and information needs have already been identified.

Accepted Answer

A) True 
 B)False

Question 8

Outline the broad interrelated guidelines in constructing a questionnaire.

Accepted Answer

The guidelines are:
1.review preliminary

Question 9

The question "How many cans of soft drinks do you purchase in a year?" violates which of the following guidelines for question wording?

Accepted Answer

A)  avoid implicit alternatives 
B)  avoid implicit assumptions 
C)  avoid estimates 
D)  avoid biasing questions 
E)  avoid double-barreled questions 
A)  avoid implicit alternatives 
B)  avoid implicit assumptions 
C)  avoid estimates 
D)  avoid biasing questions 
E)  avoid double-barreled questions

Question 10

Assuming that the desired data are relevant to the decision problem,the researcher must be sensitive to the respondent's ability to provide the data,including all of the following except

Accepted Answer

A)  whether the respondent is uninformed 
B)  whether the respondent is forgetful 
C)  whether the respondent is unwilling to answer 
D)  whether the respondent misremembers 
A)  whether the respondent is uninformed 
B)  whether the respondent is forgetful 
C)  whether the respondent is unwilling to answer 
D)  whether the respondent misremembers

Question 11

A dichotomous question is an extreme form of the multiple-choice question.

Accepted Answer

A) True 
 B)False

Question 12

A question should be phrased so as to permit the respondent to admit a lack of knowledge.

Accepted Answer

A) True 
 B)False

Question 13

The classification data section of the questionnaire contains the characteristics of the respondent,which is primarily

Accepted Answer

A)  geodemographic data 
B)  personal historical data 
C)  psychographic data 
D)  behavioral data 
A)  geodemographic data 
B)  personal historical data 
C)  psychographic data 
D)  behavioral data

Question 14

An example of using _______________ would be asking respondents the question "What advertisements do you remember seeing last week?"

Accepted Answer

A)  unaided recall 
B)  aided recall 
C)  recognition 
D)  pre-testing 
A)  unaided recall 
B)  aided recall 
C)  recognition 
D)  pre-testing

Question 15

The aided recall approach,as the name implies,is intended to overcome respondents' unwillingness to respond to particular questions.

Accepted Answer

A) True 
 B)False

Question 16

Often researchers will elect to include the purpose of the study in the _______________ section,if disclosing it will not bias respondent outcomes

Accepted Answer

A)  identification data 
B)  request for cooperation 
C)  instructions 
D)  information sought 
E)  classification data 
A)  identification data 
B)  request for cooperation 
C)  instructions 
D)  information sought 
E)  classification data

Question 17

What are four methods for mitigating bias from respondents being unwilling to answer sensitive questions?

Accepted Answer

Methods to mitigate this bias

Question 18

The instructions are comments to _______________ about how to interact with and eventually complete the questionnaire

Accepted Answer

A)  the respondent 
B)  the interviewer 
C)  both the interviewer and respondent 
D)  the interviewer or the respondent 
A)  the respondent 
B)  the interviewer 
C)  both the interviewer and respondent 
D)  the interviewer or the respondent

Question 19

The more homogeneous the respondent group,the more difficult it is to design a single questionnaire that is universally appropriate.

Accepted Answer

A) True 
 B)False

Question 20

A(n)_______________ question includes words or phrases that are emotionally colored and that suggest a feeling of approval or disapproval.

Accepted Answer

A)  leading 
B)  ambiguous 
C)  biasing 
D)  double-barreled 
A)  leading 
B)  ambiguous 
C)  biasing 
D)  double-barreled

Questionnaire design has become a fairly exact science that can be mastered by strictly following the set of rules for their creation.

Identify the five sections of a questionnaire.

Each question included in the questionnaire should relate to a specific

What can cause respondents to be unable to answer a question accurately?

Measurement error in the design of questionnaires

The questionnaire should be comprehensible to that segment of the population with the least vocabulary skills.

The questionnaire design stage presumes that the research project is well under way and that research objective and information needs have already been identified.

Outline the broad interrelated guidelines in constructing a questionnaire.

The question "How many cans of soft drinks do you purchase in a year?" violates which of the following guidelines for question wording?

Assuming that the desired data are relevant to the decision problem,the researcher must be sensitive to the respondent's ability to provide the data,including all of the following except

A dichotomous question is an extreme form of the multiple-choice question.

A question should be phrased so as to permit the respondent to admit a lack of knowledge.

The classification data section of the questionnaire contains the characteristics of the respondent,which is primarily

An example of using _______________ would be asking respondents the question "What advertisements do you remember seeing last week?"

The aided recall approach,as the name implies,is intended to overcome respondents' unwillingness to respond to particular questions.

Often researchers will elect to include the purpose of the study in the _______________ section,if disclosing it will not bias respondent outcomes

What are four methods for mitigating bias from respondents being unwilling to answer sensitive questions?

The instructions are comments to _______________ about how to interact with and eventually complete the questionnaire

The more homogeneous the respondent group,the more difficult it is to design a single questionnaire that is universally appropriate.

A(n)_______________ question includes words or phrases that are emotionally colored and that suggest a feeling of approval or disapproval.

The Purpose and Process of Marketing Research

Research Design and Data Sources

Measurement in Marketing Research

Causal Designs and Marketing Experiments

Data Collection: Exploratory and Conclusive Research

Sampling

Data Analysis and Statistical Methods: Univariate and Bivariate Analyses

Multiple Regression: Modeling Multivariate Relationships

Multivariate Methods of Marketing Research I: Factor, cluster, and Discriminant Analyses

Multivariate Methods of Marketing Reseach Ii: Conjoint Analysis and Multidimensional Scaling

Advanced Topics, research Frontiers, and Preparing the Final Report

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Exam 6: Designing Surveys and Data Collection Instruments

Questionnaire design has become a fairly exact science that can be mastered by strictly following the set of rules for their creation.

Identify the five sections of a questionnaire.

Each question included in the questionnaire should relate to a specific

What can cause respondents to be unable to answer a question accurately?

Measurement error in the design of questionnaires

The questionnaire should be comprehensible to that segment of the population with the least vocabulary skills.

The questionnaire design stage presumes that the research project is well under way and that research objective and information needs have already been identified.

Outline the broad interrelated guidelines in constructing a questionnaire.

The question "How many cans of soft drinks do you purchase in a year?" violates which of the following guidelines for question wording?

Assuming that the desired data are relevant to the decision problem,the researcher must be sensitive to the respondent's ability to provide the data,including all of the following except

A dichotomous question is an extreme form of the multiple-choice question.

A question should be phrased so as to permit the respondent to admit a lack of knowledge.

The classification data section of the questionnaire contains the characteristics of the respondent,which is primarily

An example of using _______________ would be asking respondents the question "What advertisements do you remember seeing last week?"

The aided recall approach,as the name implies,is intended to overcome respondents' unwillingness to respond to particular questions.

Often researchers will elect to include the purpose of the study in the _______________ section,if disclosing it will not bias respondent outcomes

What are four methods for mitigating bias from respondents being unwilling to answer sensitive questions?

The instructions are comments to _______________ about how to interact with and eventually complete the questionnaire

The more homogeneous the respondent group,the more difficult it is to design a single questionnaire that is universally appropriate.

A(n)_______________ question includes words or phrases that are emotionally colored and that suggest a feeling of approval or disapproval.

The Purpose and Process of Marketing Research

Research Design and Data Sources

Measurement in Marketing Research

Causal Designs and Marketing Experiments

Data Collection: Exploratory and Conclusive Research

Sampling

Data Analysis and Statistical Methods: Univariate and Bivariate Analyses

Multiple Regression: Modeling Multivariate Relationships

Multivariate Methods of Marketing Research I: Factor, cluster, and Discriminant Analyses

Multivariate Methods of Marketing Reseach Ii: Conjoint Analysis and Multidimensional Scaling

Advanced Topics, research Frontiers, and Preparing the Final Report

Filters