Question 1

Data collection should never begin until you have pretested the questionnaire.

Accepted Answer

A) True 
 B)False

Question 2

When designing questionnaires, hypotheses can be used:

Accepted Answer

A)  as a guide to determine what information will be sought. 
B)  to determine the type of question. 
C)  to determine the form of response. 
D)  Both a and b 
E)  a, b, and c. 
A)  as a guide to determine what information will be sought. 
B)  to determine the type of question. 
C)  to determine the form of response. 
D)  Both a and b 
E)  a, b, and c.

Question 3

Which of the following is TRUE?

Accepted Answer

A)  In forming a question for a questionnaire, a question should be worded so as to secure an answer with only the required detail, not so as to generate additional information. 
B)  It is wise to break one question into two when different frames of reference could be used by the respondent. 
C)  The open-ended question is often employed as the beginning question in that it can provide insight into the respondent's frame of reference. 
D)  When determining if the individual has the necessary information, the researcher should take into account how important the event was likely to be to the individual and how long ago it took place. 
E)  All of the above are true. 
A)  In forming a question for a questionnaire, a question should be worded so as to secure an answer with only the required detail, not so as to generate additional information. 
B)  It is wise to break one question into two when different frames of reference could be used by the respondent. 
C)  The open-ended question is often employed as the beginning question in that it can provide insight into the respondent's frame of reference. 
D)  When determining if the individual has the necessary information, the researcher should take into account how important the event was likely to be to the individual and how long ago it took place. 
E)  All of the above are true.

Question 4

Which of the following is FALSE?

Accepted Answer

A)  When using the funnel approach to questionnaire design, the researcher will start with broad questions and progressively narrow the scope of further questions. 
B)  Classification information is the heart of the survey and is so called because it will be classified into the appropriate categories of the dummy tables. 
C)  Basic information should be secured first and classification information last. 
D)  In dealing with sensitive issues when designing a questionnaire, the preferred alternative is to avoid these types of questions altogether, if at all possible. 
E)  One way of dealing with sensitive questions is to hide them in a group of more innocuous questions. 
A)  When using the funnel approach to questionnaire design, the researcher will start with broad questions and progressively narrow the scope of further questions. 
B)  Classification information is the heart of the survey and is so called because it will be classified into the appropriate categories of the dummy tables. 
C)  Basic information should be secured first and classification information last. 
D)  In dealing with sensitive issues when designing a questionnaire, the preferred alternative is to avoid these types of questions altogether, if at all possible. 
E)  One way of dealing with sensitive questions is to hide them in a group of more innocuous questions.

Question 5

There is nothing wrong with the following question: "How much do you think you would pay for a pair of sunglasses that will protect your eyes from the sun's harmful ultraviolet rays, which are known to cause blindness?"

Accepted Answer

A) True 
 B)False

Question 6

"Order bias" refers to the:

Accepted Answer

A)  potential for responses to be affected by the sequence in which the alternatives are presented. 
B)  tendency of individuals to order their thoughts in a chronological manner. 
C)  desire of individuals to live in an "ordered world." 
D)  tendency of respondents to follow the instructions given by an interviewer literally. 
E)  tendency of respondents to complete questions in the order they are presented by an interviewer. 
A)  potential for responses to be affected by the sequence in which the alternatives are presented. 
B)  tendency of individuals to order their thoughts in a chronological manner. 
C)  desire of individuals to live in an "ordered world." 
D)  tendency of respondents to follow the instructions given by an interviewer literally. 
E)  tendency of respondents to complete questions in the order they are presented by an interviewer.

Question 7

The following is an example of a(n) ____

Accepted Answer

A)  double-barreled question. 
B)  leading question. 
C)  ambiguous question. 
D)  implied alternative. 
E)  branching question. 
A)  double-barreled question. 
B)  leading question. 
C)  ambiguous question. 
D)  implied alternative. 
E)  branching question.

Question 8

Which of the following is FALSE?

Accepted Answer

A)  Respondents tend to choose either the first or the last response to a multiple-choice question. 
B)  Item nonresponse invalidates the results of a research project. 
C)  When designing questionnaires it is good to keep in mind that many people have difficulty with relatively simple tasks. 
D)  A leading question is one formed so as to give the respondent a clue as to how he or she should answer. 
E)  Many dichotomous questions can be framed as multichotomous questions and vice versa. 
A)  Respondents tend to choose either the first or the last response to a multiple-choice question. 
B)  Item nonresponse invalidates the results of a research project. 
C)  When designing questionnaires it is good to keep in mind that many people have difficulty with relatively simple tasks. 
D)  A leading question is one formed so as to give the respondent a clue as to how he or she should answer. 
E)  Many dichotomous questions can be framed as multichotomous questions and vice versa.

Question 9

The words occasionally, sometimes, regularly and often are considered ambiguous.

Accepted Answer

A) True 
 B)False

Question 10

A recruiting script is a(n):

Accepted Answer

A)  introduction to a questionnaire. 
B)  method of statistical analysis. 
C)  list containing respondent details. 
D)  type of rating scale. 
E)  example of response order bias. 
A)  introduction to a questionnaire. 
B)  method of statistical analysis. 
C)  list containing respondent details. 
D)  type of rating scale. 
E)  example of response order bias.

Question 11

There is nothing wrong with the following question: "Do you believe McDonald's has fair prices, quality food, and excellent service?"

Accepted Answer

A) True 
 B)False

Question 12

The "funnel approach" refers to:

Accepted Answer

A)  asking simple questions first. 
B)  a method of data analysis. 
C)  successively narrowing the focus of related questions. 
D)  using a funnel as a visual aid when asking sensitive questions in a personal interview. 
E)  successively broadening the scope of related questions. 
A)  asking simple questions first. 
B)  a method of data analysis. 
C)  successively narrowing the focus of related questions. 
D)  using a funnel as a visual aid when asking sensitive questions in a personal interview. 
E)  successively broadening the scope of related questions.

Question 13

"Please indicate your opinion on congressional spending and tax reform." This question:

Accepted Answer

A)  would be a good closing question for a survey. 
B)  uses the funnel approach. 
C)  contains an implicit assumption. 
D)  is double-barreled. 
E)  is branching. 
A)  would be a good closing question for a survey. 
B)  uses the funnel approach. 
C)  contains an implicit assumption. 
D)  is double-barreled. 
E)  is branching.

Question 14

Which of the following is TRUE?

Accepted Answer

A)  Smaller questionnaires that do not appear crowded are better at securing cooperation than larger ones. 
B)  One thing that seems to promote respondent cooperation is physically numbering the questions on a questionnaire. 
C)  The first pretest should uncover any problems with question wording or question sequence. 
D)  The second pretest should reveal any problems unique to the planned mode of administration. 
E)  All of the above are true. 
A)  Smaller questionnaires that do not appear crowded are better at securing cooperation than larger ones. 
B)  One thing that seems to promote respondent cooperation is physically numbering the questions on a questionnaire. 
C)  The first pretest should uncover any problems with question wording or question sequence. 
D)  The second pretest should reveal any problems unique to the planned mode of administration. 
E)  All of the above are true.

Question 15

If a question has multiple possible answers, such as a question that asks a respondent to "indicate all that apply," it requires special consideration in terms of precoding.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following statements is INCORRECT with respect to the randomized-response model?

Accepted Answer

A)  The respondent answers one of several paired questions at random. 
B)  The interviewer knows which question is being answered by the respondent. 
C)  It is not possible to link responses to the paired questions with other responses such as demographic characteristics. 
D)  The respondent is less likely to refuse to answer or to answer untruthfully if the randomized-response model is used. 
E)  Answers to sensitive questions are more likely to be truthful. 
A)  The respondent answers one of several paired questions at random. 
B)  The interviewer knows which question is being answered by the respondent. 
C)  It is not possible to link responses to the paired questions with other responses such as demographic characteristics. 
D)  The respondent is less likely to refuse to answer or to answer untruthfully if the randomized-response model is used. 
E)  Answers to sensitive questions are more likely to be truthful.

Question 17

Which of the following is FALSE?

Accepted Answer

A)  Multiple-choice questions tend to bias results by the order in which the alternatives are given. 
B)  An important advantage of open-ended questions is that respondents may answer them in their own words and are not limited to a set of alternative answers. 
C)  Because respondents are able to better clarify their answers with open-ended questions than with other types of questions, the results can be more easily coded by the researcher. 
D)  Both b and c 
E)  a, b, and c. 
A)  Multiple-choice questions tend to bias results by the order in which the alternatives are given. 
B)  An important advantage of open-ended questions is that respondents may answer them in their own words and are not limited to a set of alternative answers. 
C)  Because respondents are able to better clarify their answers with open-ended questions than with other types of questions, the results can be more easily coded by the researcher. 
D)  Both b and c 
E)  a, b, and c.

Question 18

The problem with using the following words: "like", "for example" in a question is:

Accepted Answer

A)  it is used to introduce an example and the choice of an example influences response. 
B)  it refers to something akin to the subject of the sentence, yet is not the subject of the sentence. 
C)  it does not translate easily into foreign languages. 
D)  All of the above are problems with using "like" or "for example" 
E)  None of the above; that is, it's ok to use the word "like." 
A)  it is used to introduce an example and the choice of an example influences response. 
B)  it refers to something akin to the subject of the sentence, yet is not the subject of the sentence. 
C)  it does not translate easily into foreign languages. 
D)  All of the above are problems with using "like" or "for example" 
E)  None of the above; that is, it's ok to use the word "like."

Question 19

The respondent's "frame of reference" refers to the:

Accepted Answer

A)  respondent's native language. 
B)  viewpoint a respondent adopts when answering a question. 
C)  dictionary commonly used by the respondent. 
D)  respondent's stage in the family life cycle. 
E)  respondent's native culture. 
A)  respondent's native language. 
B)  viewpoint a respondent adopts when answering a question. 
C)  dictionary commonly used by the respondent. 
D)  respondent's stage in the family life cycle. 
E)  respondent's native culture.

Question 20

If you were told that a young monk was rebuffed by his superior when he asked if he could "smoke while he prayed." A friend advised the monk to ask the question a different way: "May I pray while I smoke?" This illustrates that:

Accepted Answer

A)  questions may be worded to always get a positive response. 
B)  questions may be worded so that the response is biased by the question itself. 
C)  questions should be worded to support the interests of the research sponsor. 
D)  monks shouldn't smoke. 
E)  a, b, and c. 
A)  questions may be worded to always get a positive response. 
B)  questions may be worded so that the response is biased by the question itself. 
C)  questions should be worded to support the interests of the research sponsor. 
D)  monks shouldn't smoke. 
E)  a, b, and c.

Data collection should never begin until you have pretested the questionnaire.

When designing questionnaires, hypotheses can be used:

Which of the following is TRUE?

Which of the following is FALSE?

There is nothing wrong with the following question: "How much do you think you would pay for a pair of sunglasses that will protect your eyes from the sun's harmful ultraviolet rays, which are known to cause blindness?"

"Order bias" refers to the:

The following is an example of a(n) ____

Which of the following is FALSE?

The words occasionally, sometimes, regularly and often are considered ambiguous.

A recruiting script is a(n):

There is nothing wrong with the following question: "Do you believe McDonald's has fair prices, quality food, and excellent service?"

The "funnel approach" refers to:

"Please indicate your opinion on congressional spending and tax reform." This question:

Which of the following is TRUE?

If a question has multiple possible answers, such as a question that asks a respondent to "indicate all that apply," it requires special consideration in terms of precoding.

Which of the following statements is INCORRECT with respect to the randomized-response model?

Which of the following is FALSE?

The problem with using the following words: "like", "for example" in a question is:

The respondent's "frame of reference" refers to the:

If you were told that a young monk was rebuffed by his superior when he asked if he could "smoke while he prayed." A friend advised the monk to ask the question a different way: "May I pray while I smoke?" This illustrates that:

Marketing Research: From Data to Information to Action

The Research Question: Formulation of the Problem

Exploratory, Descriptive, and Causal Research Designs

Collecting Secondary Data from Inside and Outside the Organization

Collecting Primary Data by Observation

Collecting Primary Data by Communication

Asking Good Questions

Developing the Sampling Plan

Data Collection: Enhancing Response Rates while Limiting Errors

Data Preparation for Analysis

Analysis & Interpretation: Individual Variables Independently

Analysis & Interpretation: Multiple Variables Simultaneously

The Research Report

Filters

Exam 8: Designing the Questionnaire

Data collection should never begin until you have pretested the questionnaire.

When designing questionnaires, hypotheses can be used:

Which of the following is TRUE?

Which of the following is FALSE?

There is nothing wrong with the following question: "How much do you think you would pay for a pair of sunglasses that will protect your eyes from the sun's harmful ultraviolet rays, which are known to cause blindness?"

"Order bias" refers to the:

The following is an example of a(n) ____

Which of the following is FALSE?

The words occasionally, sometimes, regularly and often are considered ambiguous.

A recruiting script is a(n):

There is nothing wrong with the following question: "Do you believe McDonald's has fair prices, quality food, and excellent service?"

The "funnel approach" refers to:

"Please indicate your opinion on congressional spending and tax reform." This question:

Which of the following is TRUE?

If a question has multiple possible answers, such as a question that asks a respondent to "indicate all that apply," it requires special consideration in terms of precoding.

Which of the following statements is INCORRECT with respect to the randomized-response model?

Which of the following is FALSE?

The problem with using the following words: "like", "for example" in a question is:

The respondent's "frame of reference" refers to the:

If you were told that a young monk was rebuffed by his superior when he asked if he could "smoke while he prayed." A friend advised the monk to ask the question a different way: "May I pray while I smoke?" This illustrates that:

Marketing Research: From Data to Information to Action

The Research Question: Formulation of the Problem

Exploratory, Descriptive, and Causal Research Designs

Collecting Secondary Data from Inside and Outside the Organization

Collecting Primary Data by Observation

Collecting Primary Data by Communication

Asking Good Questions

Developing the Sampling Plan

Data Collection: Enhancing Response Rates while Limiting Errors

Data Preparation for Analysis

Analysis & Interpretation: Individual Variables Independently

Analysis & Interpretation: Multiple Variables Simultaneously

The Research Report

Filters