Question 1

The question,"How would you judge the price and quality of this product?" is

Accepted Answer

A) double-barreled. 
B) leading. 
C) contains an implied alternative. 
D) contains an implied assumption. 
E) forces generalization on the part of the respondent. 
A) double-barreled. 
B) leading. 
C) contains an implied alternative. 
D) contains an implied assumption. 
E) forces generalization on the part of the respondent.

Question 2

Which of the following about questionnaire design is TRUE?

Accepted Answer

A) If the early steps in questionnaire design are carefully followed,the questionnaire usually does not need to be revised. 
B) When designing questionnaires,the researcher should expect to do a good deal of iteration and looping among the steps. 
C) As a general rule,larger questionnaires are favored over smaller ones,because they are less crowded. 
D) Both a and b. 
E) a,b,and c. 
A) If the early steps in questionnaire design are carefully followed,the questionnaire usually does not need to be revised. 
B) When designing questionnaires,the researcher should expect to do a good deal of iteration and looping among the steps. 
C) As a general rule,larger questionnaires are favored over smaller ones,because they are less crowded. 
D) Both a and b. 
E) a,b,and c.

Question 3

Which of the following is FALSE?

Accepted Answer

A) Respondents tend to answer questions even when they do not possess the necessary information to give reasonable answers. 
B) Some questionnaire studies fail because the respondent is willing but is unable to provide the information needed. 
C) A respondent may be more willing to provide information to a researcher if he or she is capable of articulating answers to the researcher's questions. 
D) Any response given by the respondent is good. 
E) Offering an incentive often affects the respondent's willingness to participate. 
A) Respondents tend to answer questions even when they do not possess the necessary information to give reasonable answers. 
B) Some questionnaire studies fail because the respondent is willing but is unable to provide the information needed. 
C) A respondent may be more willing to provide information to a researcher if he or she is capable of articulating answers to the researcher's questions. 
D) Any response given by the respondent is good. 
E) Offering an incentive often affects the respondent's willingness to participate.

Question 4

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 5

Branching questions are less appropriate with

Accepted Answer

A) personal interviews. 
B) telephone interviews. 
C) mail questionnaires. 
D) mall intercepts interviews. 
E) Both a and b. 
A) personal interviews. 
B) telephone interviews. 
C) mail questionnaires. 
D) mall intercepts interviews. 
E) Both a and b.

Question 6

You should try to use the word "always" in designing questions so that you place a specific time parameter around an event.

Accepted Answer

A) True 
 B)False

Question 7

A researcher is interested in obtaining information from a respondent about a purchase event that occurred recently.Which of the following statements is FALSE?

Accepted Answer

A) The telescoping effect is larger while recall loss effect is smaller. 
B) The recall loss effect is larger while the telescoping effect is smaller. 
C) The telescoping effect and recall loss effect are about the same. 
D) Both a and c are false. 
E) Both b and c are false. 
A) The telescoping effect is larger while recall loss effect is smaller. 
B) The recall loss effect is larger while the telescoping effect is smaller. 
C) The telescoping effect and recall loss effect are about the same. 
D) Both a and c are false. 
E) Both b and c are false.

Question 8

A pretest of the questionnaire is useful for all of the following reasons EXCEPT

Accepted Answer

A) to assess individual questions. 
B) to assess sequence of questions. 
C) to determine interviewer problems with questions. 
D) to determine if data collected is suitable for analysis. 
E) a pretest is useful for all of the above reasons. 
A) to assess individual questions. 
B) to assess sequence of questions. 
C) to determine interviewer problems with questions. 
D) to determine if data collected is suitable for analysis. 
E) a pretest is useful for all of the above reasons.

Question 9

One method of handling potentially embarrassing questions uses

Accepted Answer

A) branching questions. 
B) the telescoping technique. 
C) fixed alternatives. 
D) item nonresponse. 
E) the randomized-response model. 
A) branching questions. 
B) the telescoping technique. 
C) fixed alternatives. 
D) item nonresponse. 
E) the randomized-response model.

Question 10

Which of the following is TRUE?

Accepted Answer

A) A double-barreled question is one that calls for two responses and thereby creates confusion for the respondent. 
B) It is extremely important that the first few questions on a questionnaire be simple,interesting,and in no way threatening to the respondents. 
C) Opinion questions are typically good openers for a questionnaire because people like to feel their opinion is important. 
D) Both a and b. 
E) a,b,and c. 
A) A double-barreled question is one that calls for two responses and thereby creates confusion for the respondent. 
B) It is extremely important that the first few questions on a questionnaire be simple,interesting,and in no way threatening to the respondents. 
C) Opinion questions are typically good openers for a questionnaire because people like to feel their opinion is important. 
D) Both a and b. 
E) a,b,and c.

Question 11

Which of the following is(are)useful in deciding what information will be sought in the development of a questionnaire?

Accepted Answer

A) Randomized response model 
B) "Dummy tables" used to structure data analysis 
C) The hypotheses 
D) Both a and b above. 
E) Both b and c above. 
A) Randomized response model 
B) "Dummy tables" used to structure data analysis 
C) The hypotheses 
D) Both a and b above. 
E) Both b and c above.

Question 12

Discuss at least five (5)rules researchers should keep in mind in trying to develop bias-free questions.

Accepted Answer

Among the rules of thumb that researcher

Question 13

There is nothing wrong with the following question: "Do you favor or disapprove of increased military spending next year,which,as you know,can protect our interests abroad and help us fight the war on terrorisms."

Accepted Answer

A) True 
 B)False

Question 14

A(n)____________________ error results from the fact that most people remember an event as having occurred more recently than it did.

Accepted Answer

The answer of A(n)____________________ error results from the fact that...

Question 15

____________________ refers to the potential for responses to be affected by the sequence in which alternatives are presented.

Accepted Answer

The answer of ____________________ refers to the potential for responses...

Question 16

Which of the following is TRUE?

Accepted Answer

A) Designing a questionnaire is often an iterative process,with steps or sequences of steps often being repeated. 
B) It is difficult,if not impossible,to state a question in such a way that it will mean exactly the same thing to every respondent. 
C) Gathering information by way of a questionnaire requires decisions with respect to structure and disguise and also whether it will be administered by mail,telephone,or personal interview. 
D) Both a and b. 
E) a,b,and c. 
A) Designing a questionnaire is often an iterative process,with steps or sequences of steps often being repeated. 
B) It is difficult,if not impossible,to state a question in such a way that it will mean exactly the same thing to every respondent. 
C) Gathering information by way of a questionnaire requires decisions with respect to structure and disguise and also whether it will be administered by mail,telephone,or personal interview. 
D) Both a and b. 
E) a,b,and c.

Question 17

John thought his exam was last week when it was actually three weeks ago.This is an example of

Accepted Answer

A) implicit alternatives. 
B) funnel error. 
C) response latency. 
D) telescoping error. 
E) recall loss. 
A) implicit alternatives. 
B) funnel error. 
C) response latency. 
D) telescoping error. 
E) recall loss.

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

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 20

Telescoping error is the tendency to remember an event as having occurred more recently than it did.

Accepted Answer

A) True 
 B)False

Exam 14: Designing the Questionnaire or Observation Form

The question,"How would you judge the price and quality of this product?" is

Which of the following about questionnaire design is TRUE?

Which of the following is FALSE?

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.

Branching questions are less appropriate with

You should try to use the word "always" in designing questions so that you place a specific time parameter around an event.

A researcher is interested in obtaining information from a respondent about a purchase event that occurred recently.Which of the following statements is FALSE?

A pretest of the questionnaire is useful for all of the following reasons EXCEPT

One method of handling potentially embarrassing questions uses

Which of the following is TRUE?

Which of the following is(are)useful in deciding what information will be sought in the development of a questionnaire?

Discuss at least five (5)rules researchers should keep in mind in trying to develop bias-free questions.

There is nothing wrong with the following question: "Do you favor or disapprove of increased military spending next year,which,as you know,can protect our interests abroad and help us fight the war on terrorisms."

A(n)____________________ error results from the fact that most people remember an event as having occurred more recently than it did.

____________________ refers to the potential for responses to be affected by the sequence in which alternatives are presented.

Which of the following is TRUE?

John thought his exam was last week when it was actually three weeks ago.This is an example of

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

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?"

Telescoping error is the tendency to remember an event as having occurred more recently than it did.

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

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