Question 1

Respondents exhibiting order or position bias tend to check the first or last statement in a list.

Accepted Answer

A) True 
 B)False

Question 2

Questions such as "What did you have for lunch a week ago?" are correct questions because consumers are very good at remembering quantities of products consumed.

Accepted Answer

A) True 
 B)False

Question 3

According to your test, SurveySite recruited 87 American and Canadian Web sites to participate in a study to determine what design features and experiences make visitors return to a site. The results of the survey found that ________ was the most important factor in determining whether or not a site would receive repeat visit visitors.

Accepted Answer

A) whether or not the respondent found the site visit enjoyable 
B) content 
C) quality of the organization of the site and its degree of uniqueness 
D) frivolous content 
A) whether or not the respondent found the site visit enjoyable 
B) content 
C) quality of the organization of the site and its degree of uniqueness 
D) frivolous content

Question 4

Observational forms should specify the who, what, and when of the behavior to be observed. The forms should also specify all of the items below except

Accepted Answer

A) where 
B) whether 
C) why 
D) way 
A) where 
B) whether 
C) why 
D) way

Question 5

Forms for recording observational data are more difficult to construct than questionnaires.

Accepted Answer

A) True 
 B)False

Question 6

Choosing between the questions "Do you think the distribution of soft drinks is adequate?" (Incorrect) and "Do you think soft drinks are readily available when you want to buy them?" (Correct)are examples of situations that pertain to ________.

Accepted Answer

A) avoiding leading questions 
B) avoiding ambiguous words 
C) using positive and negative statements 
D) using ordinary words 
A) avoiding leading questions 
B) avoiding ambiguous words 
C) using positive and negative statements 
D) using ordinary words

Question 7

When developing a questionnaire, to ensure that the information obtained fully addresses all components of the problem, the researcher should ________.

Accepted Answer

A) review components of the problem and the approach 
B) prepare a set of dummy tables 
C) have a clear idea of the target population 
D) all of the above 
A) review components of the problem and the approach 
B) prepare a set of dummy tables 
C) have a clear idea of the target population 
D) all of the above

Question 8

Omission, telescoping, and creation are errors that may occur if the respondent has a problem remembering the information asked in the questionnaire.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following statements is correct about implicit alternatives?

Accepted Answer

A) Making an implied alternative explicit may increase the percentage of people selecting that alternative. 
B) When alternatives are close in preference or large in number, the alternatives at the end of the list have a greater chance of being selected. 
C) The split ballot technique should be used to rotate the order in which a list of alternatives appear. 
D) All of the above are correct. 
A) Making an implied alternative explicit may increase the percentage of people selecting that alternative. 
B) When alternatives are close in preference or large in number, the alternatives at the end of the list have a greater chance of being selected. 
C) The split ballot technique should be used to rotate the order in which a list of alternatives appear. 
D) All of the above are correct.

Question 10

In questionnaire design, assigning a code to every conceivable response before data collection is called pre-coding.

Accepted Answer

A) True 
 B)False

Question 11

A principal disadvantage of unstructured questions is that potential for interviewer bias is high.

Accepted Answer

A) True 
 B)False

Question 12

What is the one acute problem of dichotomous questions?

Accepted Answer

A) There is potential for position bias. 
B) It is difficult to obtain information on alternatives not listed. 
C) The response can be influenced by the wording of the question. 
D) none of the above 
A) There is potential for position bias. 
B) It is difficult to obtain information on alternatives not listed. 
C) The response can be influenced by the wording of the question. 
D) none of the above

Question 13

Respondents' inability to remember leads to three types of error.Which of the errors listed below is not mentioned in the text as one of the types of errors created by respondents?

Accepted Answer

A) telescoping 
B) creation error 
C) recall error 
D) omission error 
A) telescoping 
B) creation error 
C) recall error 
D) omission error

Question 14

Respondents that are unwilling to give responses should be given aids such as pictures, maps, and descriptions to help them articulate their responses.

Accepted Answer

A) True 
 B)False

Question 15

A "don't know" option does not appear to reduce uninformed responses without reducing the overall response rate or the response rate for questions about which the respondents have information.

Accepted Answer

A) True 
 B)False

Question 16

A ________ describes how the analysis will be structured once the data have been collected.

Accepted Answer

A) dummy table 
B) analysis table 
C) dummy plan 
D) none of the above 
A) dummy table 
B) analysis table 
C) dummy plan 
D) none of the above

Question 17

Opening questions should be used to get at the purpose of the questionnaire quickly.

Accepted Answer

A) True 
 B)False

Question 18

Which statement is correct concerning the effect on subsequent questions?

Accepted Answer

A) As a rule of thumb, general questions should precede specific questions to prevent specific questions from biasing responses to general questions. 
B) The inverted funnel approach is useful when respondents have no strong feelings or have not formulated a point of view. 
C) The inverted funnel approach is particularly useful when information has to be obtained about respondents' general choice behavior and their evaluations of specific products. 
D) All are correct. 
A) As a rule of thumb, general questions should precede specific questions to prevent specific questions from biasing responses to general questions. 
B) The inverted funnel approach is useful when respondents have no strong feelings or have not formulated a point of view. 
C) The inverted funnel approach is particularly useful when information has to be obtained about respondents' general choice behavior and their evaluations of specific products. 
D) All are correct.

Question 19

Respondents do not answer questions on which they are not informed.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is not a part of the questionnaire design process?

Accepted Answer

A) Specify the type of interviewing method. 
B) Arrange questions in proper order. 
C) Reproduce the questionnaire. 
D) Develop sampling plan. 
A) Specify the type of interviewing method. 
B) Arrange questions in proper order. 
C) Reproduce the questionnaire. 
D) Develop sampling plan.

Exam 10: Questionnaire and Form Design

Respondents exhibiting order or position bias tend to check the first or last statement in a list.

Questions such as "What did you have for lunch a week ago?" are correct questions because consumers are very good at remembering quantities of products consumed.

Observational forms should specify the who, what, and when of the behavior to be observed. The forms should also specify all of the items below except

Forms for recording observational data are more difficult to construct than questionnaires.

Choosing between the questions "Do you think the distribution of soft drinks is adequate?" (Incorrect) and "Do you think soft drinks are readily available when you want to buy them?" (Correct)are examples of situations that pertain to ________.

When developing a questionnaire, to ensure that the information obtained fully addresses all components of the problem, the researcher should ________.

Omission, telescoping, and creation are errors that may occur if the respondent has a problem remembering the information asked in the questionnaire.

Which of the following statements is correct about implicit alternatives?

In questionnaire design, assigning a code to every conceivable response before data collection is called pre-coding.

A principal disadvantage of unstructured questions is that potential for interviewer bias is high.

What is the one acute problem of dichotomous questions?

Respondents' inability to remember leads to three types of error.Which of the errors listed below is not mentioned in the text as one of the types of errors created by respondents?

Respondents that are unwilling to give responses should be given aids such as pictures, maps, and descriptions to help them articulate their responses.

A "don't know" option does not appear to reduce uninformed responses without reducing the overall response rate or the response rate for questions about which the respondents have information.

A ________ describes how the analysis will be structured once the data have been collected.

Opening questions should be used to get at the purpose of the questionnaire quickly.

Which statement is correct concerning the effect on subsequent questions?

Respondents do not answer questions on which they are not informed.

Which of the following is not a part of the questionnaire design process?

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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