Question 1

In any study there should be two pretests,the first should be conducted by ____ and the second by ____.

Accepted Answer

A) personal interview,mail 
B) the planned method of administration,mail 
C) personal interview,the planned method of administration 
D) the planned method of administration,the planned method of administration 
E) There is no one best way to conduct the pretests. 
A) personal interview,mail 
B) the planned method of administration,mail 
C) personal interview,the planned method of administration 
D) the planned method of administration,the planned method of administration 
E) There is no one best way to conduct the pretests. C

Question 2

The following is an example of a(n)____. Do you think gun control legislation is an effective way to end the senseless slaughter rampant in the inner cities?

Accepted Answer

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

Question 3

A researcher developing a questionnaire becomes aware of an interesting additional relationship that could be investigated at very little cost and effort.He knows that this is not vital to his present research purpose.He should

Accepted Answer

A) investigate it to a limited extent. 
B) forget it. 
C) evaluate the cost. 
D) investigate it carefully. 
E) investigate it,as this is likely to reduce sampling error. 
A) investigate it to a limited extent. 
B) forget it. 
C) evaluate the cost. 
D) investigate it carefully. 
E) investigate it,as this is likely to reduce sampling error. B

Question 4

The tendency for earlier questions to affect respondent's answers to later questions is called question order bias.

Accepted Answer

A) True 
 B)False

Question 5

The Marketing Research Corporation of America has been hired to administer a series of "yes/no" questions to shoppers in a local mall.If questions on a survey have only two possible answers (such as "yes/no" questions),this type of questions are called

Accepted Answer

A) open-ended questions. 
B) double-barreled questions. 
C) dichotomous questions. 
D) multichotomous questions. 
E) Both b and c. 
A) open-ended questions. 
B) double-barreled questions. 
C) dichotomous questions. 
D) multichotomous questions. 
E) Both b and c.

Question 6

Questions that place the respondent "on the spot" or which might offend him or her,but which are vital to the research effort,should be

Accepted Answer

A) hidden among a group of other questions. 
B) avoided. 
C) phrased in terms of "other people." 
D) All the above. 
E) Both a and c. 
A) hidden among a group of other questions. 
B) avoided. 
C) phrased in terms of "other people." 
D) All the above. 
E) Both a and c.

Question 7

The question in a restaurant survey,"What is your evaluation of the speed and courtesy of your waitperson?" is an example of a(n)

Accepted Answer

A) unambiguous question. 
B) branching question. 
C) double-barreled question. 
D) generalization. 
E) redundant question. 
A) unambiguous question. 
B) branching question. 
C) double-barreled question. 
D) generalization. 
E) redundant question.

Question 8

Which of the following is FALSE?

Accepted Answer

A) One problem with all questionnaires is that a question and the way it is asked will affect the response. 
B) Initial pretests are best done by personal interview even if the survey is to be handled by mail or telephone. 
C) Initial pretests are best done by personal interview unless the survey is to be handled by mail. 
D) Both a and b. 
E) Both a and c. 
A) One problem with all questionnaires is that a question and the way it is asked will affect the response. 
B) Initial pretests are best done by personal interview even if the survey is to be handled by mail or telephone. 
C) Initial pretests are best done by personal interview unless the survey is to be handled by mail. 
D) Both a and b. 
E) Both a and c.

Question 9

When the pretest results are analyzed and recorded in the dummy tables,which of the following is most likely to have occurred if some part of a table remains empty?

Accepted Answer

A) The response rate was poor. 
B) The interviewer asked leading questions. 
C) Some respondents did not understand a particular question. 
D) A necessary option was omitted. 
E) The researcher has no way of knowing. 
A) The response rate was poor. 
B) The interviewer asked leading questions. 
C) Some respondents did not understand a particular question. 
D) A necessary option was omitted. 
E) The researcher has no way of knowing.

Question 10

The most versatile type of question format used by researchers is the ____________________ question.

Accepted Answer

The answer of The most versatile type of question format...

Question 11

"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 literally the instructions given by an interviewer. 
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 literally the instructions given by an interviewer. 
E) tendency of respondents to complete questions in the order they are presented by an interviewer.

Question 12

A(n)____________________ question is framed so as to give the respondent a clue as to how he or she should answer.

Accepted Answer

The answer of A(n)____________________ question is framed so as to...

Question 13

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 14

Information that the respondent has forgotten creates a type of error called

Accepted Answer

A) telescoping 
B) response latency 
C) recall loss 
D) systematic error 
E) random error 
A) telescoping 
B) response latency 
C) recall loss 
D) systematic error 
E) random error

Question 15

The following is an example of a ____ question. Do you own your own home?

Accepted Answer

A) multichotomous 
B) bi-polar 
C) free response 
D) dichotomous 
E) projective 
A) multichotomous 
B) bi-polar 
C) free response 
D) dichotomous 
E) projective

Question 16

What type of question is the following: "Do you feel that the quality of electronics manufactured in America are as good as those manufactured in Japan?"

Accepted Answer

A) Double-barreled question 
B) Leading question 
C) Ambiguous question 
D) Sensitive question 
E) All of the above. 
A) Double-barreled question 
B) Leading question 
C) Ambiguous question 
D) Sensitive question 
E) All of the above.

Question 17

Which of the following is TRUE?

Accepted Answer

A) In the randomized response model,the interviewer must know which question is being answered to determine how many people answered the sensitive question in the affirmative. 
B) Behavior can be linked to demographic characteristics when using the randomized response model. 
C) Recall loss is a term used to describe the situation in which respondents,for whatever reasons,forget important events that have occurred recently. 
D) Generally speaking,the more a respondent has to work to provide an answer to a researcher's question,the higher the quality of the answer. 
E) All of the above are false. 
A) In the randomized response model,the interviewer must know which question is being answered to determine how many people answered the sensitive question in the affirmative. 
B) Behavior can be linked to demographic characteristics when using the randomized response model. 
C) Recall loss is a term used to describe the situation in which respondents,for whatever reasons,forget important events that have occurred recently. 
D) Generally speaking,the more a respondent has to work to provide an answer to a researcher's question,the higher the quality of the answer. 
E) All of the above are false.

Question 18

In a multichotomous question,respondents are asked to choose from two categories.

Accepted Answer

A) True 
 B)False

Question 19

"Did you vote in the last presidential election?" is an example of which of the following question types?

Accepted Answer

A) Filter question 
B) Leading question 
C) Multichotomous question 
D) Double-barreled question 
E) Telescoping question 
A) Filter question 
B) Leading question 
C) Multichotomous question 
D) Double-barreled question 
E) Telescoping question

Question 20

Physically numbering the questions on a questionnaire

Accepted Answer

A) promotes respondent cooperation. 
B) is a hindrance when filter-type questions are used. 
C) makes it harder to edit the responses. 
D) causes respondent suspicion. 
E) is unnecessary. 
A) promotes respondent cooperation. 
B) is a hindrance when filter-type questions are used. 
C) makes it harder to edit the responses. 
D) causes respondent suspicion. 
E) is unnecessary.

Exam 14: Designing the Questionnaire or Observation Form

In any study there should be two pretests,the first should be conducted by ____ and the second by ____.

The following is an example of a(n)____. Do you think gun control legislation is an effective way to end the senseless slaughter rampant in the inner cities?

A researcher developing a questionnaire becomes aware of an interesting additional relationship that could be investigated at very little cost and effort.He knows that this is not vital to his present research purpose.He should

The tendency for earlier questions to affect respondent's answers to later questions is called question order bias.

The Marketing Research Corporation of America has been hired to administer a series of "yes/no" questions to shoppers in a local mall.If questions on a survey have only two possible answers (such as "yes/no" questions),this type of questions are called

Questions that place the respondent "on the spot" or which might offend him or her,but which are vital to the research effort,should be

The question in a restaurant survey,"What is your evaluation of the speed and courtesy of your waitperson?" is an example of a(n)

Which of the following is FALSE?

When the pretest results are analyzed and recorded in the dummy tables,which of the following is most likely to have occurred if some part of a table remains empty?

The most versatile type of question format used by researchers is the ____________________ question.

"Order bias" refers to the

A(n)____________________ question is framed so as to give the respondent a clue as to how he or she should answer.

Which of the following is FALSE?

Information that the respondent has forgotten creates a type of error called

The following is an example of a ____ question. Do you own your own home?

What type of question is the following: "Do you feel that the quality of electronics manufactured in America are as good as those manufactured in Japan?"

Which of the following is TRUE?

In a multichotomous question,respondents are asked to choose from two categories.

"Did you vote in the last presidential election?" is an example of which of the following question types?

Physically numbering the questions on a questionnaire

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters

In any study there should be two pretests,the first should be conducted by and the second by .