Question 1

Sequence any questions that are embarrassing,sensitive,complex,or dull

Accepted Answer

A)  at the beginning of the questionnaire 
B)  near the beginning of the questionnaire 
C)  well down in the questionnaire 
D)  with a more interesting question before and after 
A)  at the beginning of the questionnaire 
B)  near the beginning of the questionnaire 
C)  well down in the questionnaire 
D)  with a more interesting question before and after

Question 2

The _______________ component of the questionnaire is an opening statement designed to enlist the respondent's help regarding the interview.

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 3

In multiple-response questions,the order in which the response alternatives are listed tends to bias the data.

Accepted Answer

A) True 
 B)False

Question 4

In mitigating bias resulting from respondents' unwillingness to respond to questions accurately,the _______________ approach begins the question with a statement suggesting that the subject behavior is rather common and then ask the respondent the question.

Accepted Answer

A)  counterbiasing statement 
B)  indirect statement 
C)  labeled response categories 
D)  randomized response technique 
A)  counterbiasing statement 
B)  indirect statement 
C)  labeled response categories 
D)  randomized response technique

Question 5

To code verbal data in the "excruciatingly correct" manner requires considerable time and _______________ people.

Accepted Answer

A)  three 
B)  five 
C)  six 
D)  eight 
A)  three 
B)  five 
C)  six 
D)  eight

Question 6

Classification data are typically collected among the first five questions of a questionnaire.

Accepted Answer

A) True 
 B)False

Question 7

Discuss the advantages and disadvantages of using multiple-response questions.

Accepted Answer

Advantages include:
1.reduce interviewer

Question 8

To help individuals recall an event,without biasing information,researchers can use all of the following methods except

Accepted Answer

A)  unaided recall 
B)  aided recall 
C)  labeled response categories 
D)  recognition 
A)  unaided recall 
B)  aided recall 
C)  labeled response categories 
D)  recognition

Question 9

The open-ended response format can be used in the pretest to determine appropriate response categories for what will become a multiple-response question in the final questionnaire.

Accepted Answer

A) True 
 B)False

Question 10

An approach that lists alternative responses to a sensitive question by letters or numbers and permits the respondent to answer with a letter or number employs

Accepted Answer

A)  randomized responses 
B)  labeled response categories 
C)  counterbiasing statements 
D)  indirect responses 
E)  split design 
A)  randomized responses 
B)  labeled response categories 
C)  counterbiasing statements 
D)  indirect responses 
E)  split design

Question 11

Discuss the advantages and disadvantages of open-ended questions.

Accepted Answer

Advantages include:
1.can serve as an ex

Question 12

An observational form should require the observer to summarize rather than list in detail the behavior observed.

Accepted Answer

A) True 
 B)False

Question 13

When response alternatives are listed for a multiple-response question,the _______________ alternative has a greater chance of being chosen.

Accepted Answer

A)  first 
B)  last 
C)  center 
D)  penultimate 
A)  first 
B)  last 
C)  center 
D)  penultimate

Question 14

When a list of numbers (such as prices or how many times per week a respondent visits a store)is given for the alternatives in a multiple-response question,there is a high probably that position bias will occur.In this case,the bias would be

Accepted Answer

A)  toward the lowest numbers 
B)  toward the central position 
C)  toward the highest numbers 
D)  toward the first number in the series 
E)  toward the last number in the series 
A)  toward the lowest numbers 
B)  toward the central position 
C)  toward the highest numbers 
D)  toward the first number in the series 
E)  toward the last number in the series

Question 15

To reduce measurement error from respondents misremembering,researchers can use all of the following methods except

Accepted Answer

A)  use recognition tests 
B)  use scales that provide appropriate time referents 
C)  ask the questions in multiple ways to different respondents 
D)  rely more on aided recall 
A)  use recognition tests 
B)  use scales that provide appropriate time referents 
C)  ask the questions in multiple ways to different respondents 
D)  rely more on aided recall

Question 16

The issue of whether to include a neutral response alternative in a dichotomous question is best decided on the basis of the proportion of the respondent group who are truly neutral.

Accepted Answer

A) True 
 B)False

Question 17

The overriding concern when deciding the sequence of questions is that it retain respondent interest and attention without introducing bias.

Accepted Answer

A) True 
 B)False

Question 18

Identification data collected on a questionnaire are typically used only internally and are not reported along with research results for reasons of confidentiality.

Accepted Answer

A) True 
 B)False

Question 19

All of the following would be considered advantages of open-ended questions except

Accepted Answer

A)  can serve as an excellent first question on a topic 
B)  are relatively easy to code and analyze 
C)  can establish rapport and gain the respondent's cooperation 
D)  exert minimal influence on subsequent responses, because respondents are not biased by predetermined set of response alternatives 
A)  can serve as an excellent first question on a topic 
B)  are relatively easy to code and analyze 
C)  can establish rapport and gain the respondent's cooperation 
D)  exert minimal influence on subsequent responses, because respondents are not biased by predetermined set of response alternatives

Question 20

The recognition method

Accepted Answer

A)  is a form of unaided recall 
B)  may create suggestion bias 
C)  involves presenting to the respondent the actual event 
D)  all of the above 
E)  both b and c 
A)  is a form of unaided recall 
B)  may create suggestion bias 
C)  involves presenting to the respondent the actual event 
D)  all of the above 
E)  both b and c

Sequence any questions that are embarrassing,sensitive,complex,or dull

The _______________ component of the questionnaire is an opening statement designed to enlist the respondent's help regarding the interview.

In multiple-response questions,the order in which the response alternatives are listed tends to bias the data.

In mitigating bias resulting from respondents' unwillingness to respond to questions accurately,the _______________ approach begins the question with a statement suggesting that the subject behavior is rather common and then ask the respondent the question.

To code verbal data in the "excruciatingly correct" manner requires considerable time and _______________ people.

Classification data are typically collected among the first five questions of a questionnaire.

Discuss the advantages and disadvantages of using multiple-response questions.

To help individuals recall an event,without biasing information,researchers can use all of the following methods except

The open-ended response format can be used in the pretest to determine appropriate response categories for what will become a multiple-response question in the final questionnaire.

An approach that lists alternative responses to a sensitive question by letters or numbers and permits the respondent to answer with a letter or number employs

Discuss the advantages and disadvantages of open-ended questions.

An observational form should require the observer to summarize rather than list in detail the behavior observed.

When response alternatives are listed for a multiple-response question,the _______________ alternative has a greater chance of being chosen.

When a list of numbers (such as prices or how many times per week a respondent visits a store)is given for the alternatives in a multiple-response question,there is a high probably that position bias will occur.In this case,the bias would be

To reduce measurement error from respondents misremembering,researchers can use all of the following methods except

The issue of whether to include a neutral response alternative in a dichotomous question is best decided on the basis of the proportion of the respondent group who are truly neutral.

The overriding concern when deciding the sequence of questions is that it retain respondent interest and attention without introducing bias.

Identification data collected on a questionnaire are typically used only internally and are not reported along with research results for reasons of confidentiality.

All of the following would be considered advantages of open-ended questions except

The recognition method

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

Sequence any questions that are embarrassing,sensitive,complex,or dull

The _______________ component of the questionnaire is an opening statement designed to enlist the respondent's help regarding the interview.

In multiple-response questions,the order in which the response alternatives are listed tends to bias the data.

In mitigating bias resulting from respondents' unwillingness to respond to questions accurately,the _______________ approach begins the question with a statement suggesting that the subject behavior is rather common and then ask the respondent the question.

To code verbal data in the "excruciatingly correct" manner requires considerable time and _______________ people.

Classification data are typically collected among the first five questions of a questionnaire.

Discuss the advantages and disadvantages of using multiple-response questions.

To help individuals recall an event,without biasing information,researchers can use all of the following methods except

The open-ended response format can be used in the pretest to determine appropriate response categories for what will become a multiple-response question in the final questionnaire.

An approach that lists alternative responses to a sensitive question by letters or numbers and permits the respondent to answer with a letter or number employs

Discuss the advantages and disadvantages of open-ended questions.

An observational form should require the observer to summarize rather than list in detail the behavior observed.

When response alternatives are listed for a multiple-response question,the _______________ alternative has a greater chance of being chosen.

When a list of numbers (such as prices or how many times per week a respondent visits a store)is given for the alternatives in a multiple-response question,there is a high probably that position bias will occur.In this case,the bias would be

To reduce measurement error from respondents misremembering,researchers can use all of the following methods except

The issue of whether to include a neutral response alternative in a dichotomous question is best decided on the basis of the proportion of the respondent group who are truly neutral.

The overriding concern when deciding the sequence of questions is that it retain respondent interest and attention without introducing bias.

Identification data collected on a questionnaire are typically used only internally and are not reported along with research results for reasons of confidentiality.

All of the following would be considered advantages of open-ended questions except

The recognition method

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