Question 1

Sensitive topics should be placed at the beginning of the questionnaire to get the difficult questions over with.

Accepted Answer

A) True 
 B)False  False

Question 2

"Do you like to fly when traveling short distances?" is an example of a(n)________.

Accepted Answer

A) implicit assumption 
B) implicit alternative 
C) generalization 
D) All of the above are correct. 
A) implicit assumption 
B) implicit alternative 
C) generalization 
D) All of the above are correct. B

Question 3

Qualifying questions should not serve as opening questions.

Accepted Answer

A) True 
 B)False  False

Question 4

The researcher has the ethical responsibility of designing the questionnaire so as to obtain the required information in a biased manner.

Accepted Answer

A) True 
 B)False

Question 5

Information on demographic characteristics such as marital status, education, household size, occupation, income, and dwelling unit may have to be specified differently for different countries, as these variables may not be directly comparable across countries.

Accepted Answer

A) True 
 B)False

Question 6

Creation error is the inability to recall an event that actually took place.

Accepted Answer

A) True 
 B)False

Question 7

Respondents may not be able to respond because they are unable to articulate a response, they may not be informed, or they may not remember.

Accepted Answer

A) True 
 B)False

Question 8

What are the guidelines for the placement of branching questions?

Accepted Answer

Placement of branching questions is impo

Question 9

The responses obtained from the pretest should be coded and analyzed.

Accepted Answer

A) True 
 B)False

Question 10

________ that measure familiarity, product use, and past experience should be asked before questions about the topics themselves.

Accepted Answer

A) Branching questions 
B) Filler questions 
C) Dichotomous questions 
D) Filter questions 
A) Branching questions 
B) Filler questions 
C) Dichotomous questions 
D) Filter questions

Question 11

A standardized questionnaire or form will ensure comparability of the data, increase speed and accuracy of recording, and facilitate data processing.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following statements is not true about unstructured questions?

Accepted Answer

A) Open-ended questions are useful in exploratory research. 
B) Precoding can overcome some of the disadvantages of unstructured questions. 
C) Open-ended questions are useful as opening questions. 
D) Unstructured questions can suffer from order or position bias. 
A) Open-ended questions are useful in exploratory research. 
B) Precoding can overcome some of the disadvantages of unstructured questions. 
C) Open-ended questions are useful as opening questions. 
D) Unstructured questions can suffer from order or position bias.

Question 13

A well-designed questionnaire can motivate the respondents and increase the response rate.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following practices should be avoided when reproducing the questionnaire?

Accepted Answer

A) If the printed questionnaire runs to several pages, it should take the form of a booklet. 
B) Sideways formatting and splitting should be done to conserve space. 
C) Directions or instructions should be placed as close to the questions as possible. 
D) Surveys directed at different respondent groups can be reproduced on different colored paper. 
A) If the printed questionnaire runs to several pages, it should take the form of a booklet. 
B) Sideways formatting and splitting should be done to conserve space. 
C) Directions or instructions should be placed as close to the questions as possible. 
D) Surveys directed at different respondent groups can be reproduced on different colored paper.

Question 15

The more diversified the respondent group, the more difficult it is to design a single questionnaire that is appropriate for the entire group.

Accepted Answer

A) True 
 B)False

Question 16

If a researcher were trying to overcome the unwillingness of respondents to answer by considering the effort required of the respondents, what might he/she do to make the respondent more willing to respond? Develop an example question (showing the incorrect and correct way to best overcome the respondents unwillingness to answer)to clarify your response.

Accepted Answer

The researcher should minimize the effor

Question 17

Which of the following statements are true concerning questionnaire design for international marketing research?

Accepted Answer

A) The questionnaire may have to be suitable for administration by more than one method. 
B) It is desirable to have two or more simple questions rather than a single complex question. 
C) Unstructured or open-ended questions should be used with caution in countries with high illiteracy rates. 
D) All of the above statements are true. 
A) The questionnaire may have to be suitable for administration by more than one method. 
B) It is desirable to have two or more simple questions rather than a single complex question. 
C) Unstructured or open-ended questions should be used with caution in countries with high illiteracy rates. 
D) All of the above statements are true.

Question 18

When determining if a question is necessary, in some situations it may be necessary to ask questions that are not directly related to the information that is needed. Which of the reasons stated below were given in your text as reasons why questions not related to the information needed might be included in the questionnaire?

Accepted Answer

A) to establish involvement and rapport 
B) to disguise the purpose or sponsorship of the project 
C) to generate client support for the project 
D) all of the above 
A) to establish involvement and rapport 
B) to disguise the purpose or sponsorship of the project 
C) to generate client support for the project 
D) all of the above

Question 19

Omission error takes place when a respondent "remembers" and event that did not actually occur.

Accepted Answer

A) True 
 B)False

Question 20

The first step in the questionnaire design process is ________.

Accepted Answer

A) specify the type of interview method 
B) identify the form and layout 
C) specify the information needed 
D) determine the content of individual questions 
A) specify the type of interview method 
B) identify the form and layout 
C) specify the information needed 
D) determine the content of individual questions

Exam 10: Questionnaire and Form Design

Sensitive topics should be placed at the beginning of the questionnaire to get the difficult questions over with.

"Do you like to fly when traveling short distances?" is an example of a(n)________.

Qualifying questions should not serve as opening questions.

The researcher has the ethical responsibility of designing the questionnaire so as to obtain the required information in a biased manner.

Information on demographic characteristics such as marital status, education, household size, occupation, income, and dwelling unit may have to be specified differently for different countries, as these variables may not be directly comparable across countries.

Creation error is the inability to recall an event that actually took place.

Respondents may not be able to respond because they are unable to articulate a response, they may not be informed, or they may not remember.

What are the guidelines for the placement of branching questions?

The responses obtained from the pretest should be coded and analyzed.

________ that measure familiarity, product use, and past experience should be asked before questions about the topics themselves.

A standardized questionnaire or form will ensure comparability of the data, increase speed and accuracy of recording, and facilitate data processing.

Which of the following statements is not true about unstructured questions?

A well-designed questionnaire can motivate the respondents and increase the response rate.

Which of the following practices should be avoided when reproducing the questionnaire?

The more diversified the respondent group, the more difficult it is to design a single questionnaire that is appropriate for the entire group.

Which of the following statements are true concerning questionnaire design for international marketing research?

Omission error takes place when a respondent "remembers" and event that did not actually occur.

The first step in the questionnaire design process is ________.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution, Cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

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