Question 1

Preparing the final questionnaire copy is the last step in the questionnaire design process.

Accepted Answer

A) True 
 B)False

Question 2

In the marketing research process,the questionnaire precedes survey objectives and comes after data analysis.

Accepted Answer

A) True 
 B)False

Question 3

In a survey,there should never be a model introduction/opening and closing.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following would not be a good practice regarding question sequencing?

Accepted Answer

A) general questions at the end 
B) general questions at the beginning 
C) sensitive questions at the end 
D) questions requiring work in the middle 
E) none of these 
A) general questions at the end 
B) general questions at the beginning 
C) sensitive questions at the end 
D) questions requiring work in the middle 
E) none of these

Question 5

In questionnaire design,what is a "skip pattern?" Provide an example to illustrate your answer.

Accepted Answer

A skip pattern is a sequence in which qu

Question 6

Design three open-ended and three closed-ended questions to measure consumers' attitudes toward Honda Civic automobiles.

Accepted Answer

An example is as follows:
<B>Open-ended:

Question 7

Going through each question to ensure that skip patterns are followed and that required questions are answered is _______.

Accepted Answer

A) coding 
B) scaling 
C) editing 
D) closing 
E) none of these 
A) coding 
B) scaling 
C) editing 
D) closing 
E) none of these

Question 8

Which of the following is an incorrect statement concerning questionnaire layout?

Accepted Answer

A) Position threatening or sensitive questions last. 
B) Allow plenty of space for open-ended questions. 
C) Always place demographics questions at the beginning. 
D) Position questions that require the most effort in the middle. 
E) None of these is an incorrect statement. 
A) Position threatening or sensitive questions last. 
B) Allow plenty of space for open-ended questions. 
C) Always place demographics questions at the beginning. 
D) Position questions that require the most effort in the middle. 
E) None of these is an incorrect statement.

Question 9

__________ is achieved by avoiding ambiguous terminology,using reasonable,vernacular language adjusted to the target group,and asking only one question at a time. 1

Accepted Answer

A) Leadership
2 
B) Clarity
3 
C) Precision
4 
D) None of these 
A) Leadership
2 
B) Clarity
3 
C) Precision
4 
D) None of these

Question 10

Once a questionnaire has been developed,what other factors need to be considered before putting the questionnaire into the hands of interviewers?

Accepted Answer

Has it been approved by all relevant par

Question 11

Which of the following is not a true statement concerning questionnaire development and the Internet?

Accepted Answer

A) It can be used to facilitate questionnaire development. 
B) There is specialized software for online questionnaire development and
Implementation. 
C) Questionnaires can be delivered to potential respondents via email. 
D) Questionnaires can be posted on the market researcher's website. 
E) All of these are true. 
A) It can be used to facilitate questionnaire development. 
B) There is specialized software for online questionnaire development and
Implementation. 
C) Questionnaires can be delivered to potential respondents via email. 
D) Questionnaires can be posted on the market researcher's website. 
E) All of these are true.

Question 12

"First National Bank is…..progressive ____|____|____|____|____ backward" is which of the following question formats?

Accepted Answer

A) scaled response 
B) dichotomous 
C) open ended 
D) closed ended 
E) none of these 
A) scaled response 
B) dichotomous 
C) open ended 
D) closed ended 
E) none of these

Question 13

Which type of question would be located in the screener?

Accepted Answer

A) transitional 
B) warm up 
C) demographic 
D) qualifying 
E) none of these 
A) transitional 
B) warm up 
C) demographic 
D) qualifying 
E) none of these

Question 14

A researcher wants to develop a questionnaire that asks users of the product different questions than non-users.What technique should s/he use to accomplish this? 1

Accepted Answer

A) open-ended questions
2 
B) piping
3 
C) branching
4 
D) non-response 
A) open-ended questions
2 
B) piping
3 
C) branching
4 
D) non-response

Question 15

Which of the following is not part of the criteria for a good questionnaire?

Accepted Answer

A) considers the respondent 
B) considers the computer hardware tabulating the results 
C) provides decision-making information 
D) meets data-processing requirements 
E) All are part of the criteria for a good questionnaire. 
A) considers the respondent 
B) considers the computer hardware tabulating the results 
C) provides decision-making information 
D) meets data-processing requirements 
E) All are part of the criteria for a good questionnaire.

Question 16

It is important for surveys to include supervisor's instructions in order to assist the _______.

Accepted Answer

A) client 
B) field services firm 
C) respondent 
D) none of these 
A) client 
B) field services firm 
C) respondent 
D) none of these

Question 17

A researcher who wants to know consumers' perceptions of the taste and temperature of a restaurant's food should combine these attributes into a single question.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following questions potentially biases the respondents?

Accepted Answer

A) "We are conducting a study concerning the high quality of First National
Bank services" 
B) "Do you shop at a store like Wal-Mart?" 
C) "How satisfied are you with McDonald's food quality and location?" 
D) all of these 
A) "We are conducting a study concerning the high quality of First National
Bank services" 
B) "Do you shop at a store like Wal-Mart?" 
C) "How satisfied are you with McDonald's food quality and location?" 
D) all of these

Question 19

"In the space below,please write down your three favorite flavors of ice cream" is an example of what type of question?

Accepted Answer

A) scaled response 
B) dichotomous 
C) open ended 
D) closed ended 
E) none of these 
A) scaled response 
B) dichotomous 
C) open ended 
D) closed ended 
E) none of these

Question 20

Comment on each problem you find in the short questionnaire that follows.Then revise the questionnaire so that it is reliable.
Objective of the questionnaire: to determine respondent buyer intentions regarding the purchase of a new car.
Please indicate your income: _____________________
When will buy your next car? ____________
Age Category: ___0-18	___19-24	___35-44	___45 & over
How much will spend on your next car? ___________
List the types of cars you will consider in your next purchase:
_______________________
_______________________
_______________________
What is the make and model of your present car? __________________

Accepted Answer

This questionnaire has some ob

Preparing the final questionnaire copy is the last step in the questionnaire design process.

In the marketing research process,the questionnaire precedes survey objectives and comes after data analysis.

In a survey,there should never be a model introduction/opening and closing.

Which of the following would not be a good practice regarding question sequencing?

In questionnaire design,what is a "skip pattern?" Provide an example to illustrate your answer.

Design three open-ended and three closed-ended questions to measure consumers' attitudes toward Honda Civic automobiles.

Going through each question to ensure that skip patterns are followed and that required questions are answered is _______.

Which of the following is an incorrect statement concerning questionnaire layout?

__________ is achieved by avoiding ambiguous terminology,using reasonable,vernacular language adjusted to the target group,and asking only one question at a time. 1

Once a questionnaire has been developed,what other factors need to be considered before putting the questionnaire into the hands of interviewers?

Which of the following is not a true statement concerning questionnaire development and the Internet?

"First National Bank is…..progressive |||| backward" is which of the following question formats?

Which type of question would be located in the screener?

A researcher wants to develop a questionnaire that asks users of the product different questions than non-users.What technique should s/he use to accomplish this? 1

Which of the following is not part of the criteria for a good questionnaire?

It is important for surveys to include supervisor's instructions in order to assist the _______.

A researcher who wants to know consumers' perceptions of the taste and temperature of a restaurant's food should combine these attributes into a single question.

Which of the following questions potentially biases the respondents?

"In the space below,please write down your three favorite flavors of ice cream" is an example of what type of question?

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters

Exam 12: Questionnaire Design

Preparing the final questionnaire copy is the last step in the questionnaire design process.

In the marketing research process,the questionnaire precedes survey objectives and comes after data analysis.

In a survey,there should never be a model introduction/opening and closing.

Which of the following would not be a good practice regarding question sequencing?

In questionnaire design,what is a "skip pattern?" Provide an example to illustrate your answer.

Design three open-ended and three closed-ended questions to measure consumers' attitudes toward Honda Civic automobiles.

Going through each question to ensure that skip patterns are followed and that required questions are answered is _______.

Which of the following is an incorrect statement concerning questionnaire layout?

__________ is achieved by avoiding ambiguous terminology,using reasonable,vernacular language adjusted to the target group,and asking only one question at a time. 1

Once a questionnaire has been developed,what other factors need to be considered before putting the questionnaire into the hands of interviewers?

Which of the following is not a true statement concerning questionnaire development and the Internet?

"First National Bank is…..progressive ____|____|____|____|____ backward" is which of the following question formats?

Which type of question would be located in the screener?

A researcher wants to develop a questionnaire that asks users of the product different questions than non-users.What technique should s/he use to accomplish this? 1

Which of the following is not part of the criteria for a good questionnaire?

It is important for surveys to include supervisor's instructions in order to assist the _______.

A researcher who wants to know consumers' perceptions of the taste and temperature of a restaurant's food should combine these attributes into a single question.

Which of the following questions potentially biases the respondents?

"In the space below,please write down your three favorite flavors of ice cream" is an example of what type of question?

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters

"First National Bank is…..progressive |||| backward" is which of the following question formats?