Question 1

Which of the following about observational forms is FALSE?

Accepted Answer

A) When using observational forms,interviewer/observer bias may still be a problem. 
B) When constructing an observational form it is best to loosely define what is to be observed so the observer is free to react to each individual situation. 
C) One of the most critical things in designing an observational form is to determine precisely what is to be observed. 
D) A paper-and-pencil observation form assessing purchasing behavior should parallel the logical sequence of the purchase act. 
E) All of the above are true. 
A) When using observational forms,interviewer/observer bias may still be a problem. 
B) When constructing an observational form it is best to loosely define what is to be observed so the observer is free to react to each individual situation. 
C) One of the most critical things in designing an observational form is to determine precisely what is to be observed. 
D) A paper-and-pencil observation form assessing purchasing behavior should parallel the logical sequence of the purchase act. 
E) All of the above are true.

Question 2

When using branching questions the researcher should

Accepted Answer

A) develop a flow chart of the logical possibilities and then prepare the questions and instructions to follow the chart. 
B) place the question branched to as close as possible to the question causing the branching. 
C) order the questions so the respondent can anticipate what information is required,and thus answer the questions more easily. 
D) place the question following the branch on a different page. 
E) Both a and b. 
A) develop a flow chart of the logical possibilities and then prepare the questions and instructions to follow the chart. 
B) place the question branched to as close as possible to the question causing the branching. 
C) order the questions so the respondent can anticipate what information is required,and thus answer the questions more easily. 
D) place the question following the branch on a different page. 
E) Both a and b.

Question 3

The statement "Do you believe wholesalers or retailers are responsible for the high cost of meat in supermarkets today" is an example of a(n)____ question.

Accepted Answer

A) double-barreled question 
B) leading question 
C) open-ended question 
D) ambiguous question 
E) All of the above. 
A) double-barreled question 
B) leading question 
C) open-ended question 
D) ambiguous question 
E) All of the above.

Question 4

Words like any,anybody,best,could,and ever are NOT good words to use in a questionnaire.

Accepted Answer

A) True 
 B)False

Question 5

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 6

Item nonresponse refers to

Accepted Answer

A) deception on the part of a respondent. 
B) respondent refusing to answer a question. 
C) respondent incorrectly answering a question. 
D) deception on the part of the researcher. 
E) poor phrasing of a question. 
A) deception on the part of a respondent. 
B) respondent refusing to answer a question. 
C) respondent incorrectly answering a question. 
D) deception on the part of the researcher. 
E) poor phrasing of a question.

Question 7

In the randomized response model,which of the following questions would NOT be appropriate for pairing with this question: "Have you ever shoplifted?"

Accepted Answer

A) "Were you born prior to 1960?" 
B) "Do you cheat on your income taxes?" 
C) "Is your birthday in September?" 
D) "Are you male or female?" 
E) All of the above could be paired with the question. 
A) "Were you born prior to 1960?" 
B) "Do you cheat on your income taxes?" 
C) "Is your birthday in September?" 
D) "Are you male or female?" 
E) All of the above could be paired with the question.

Question 8

A person's ability to remember an event is NOT influenced by the

Accepted Answer

A) length of time since the event. 
B) the event itself. 
C) stimulus used to facilitate recall. 
D) the importance attached to the event. 
E) the gender of the respondent. 
A) length of time since the event. 
B) the event itself. 
C) stimulus used to facilitate recall. 
D) the importance attached to the event. 
E) the gender of the respondent.

Question 9

The question "How much was the price per gallon of gasoline when you last purchased it at a full-service service station?" should be avoided because it

Accepted Answer

A) is beyond the respondent's ability or experience. 
B) uses a specific example to represent a general case. 
C) asks respondents for specifics when only generalities are likely to be remembered. 
D) is a double barreled question. 
E) There is nothing wrong with the question. 
A) is beyond the respondent's ability or experience. 
B) uses a specific example to represent a general case. 
C) asks respondents for specifics when only generalities are likely to be remembered. 
D) is a double barreled question. 
E) There is nothing wrong with the question.

Question 10

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 11

In determining the type of questionnaire and the method of administration the researcher need not specify

Accepted Answer

A) precisely what primary data are needed. 
B) how these data might be collected. 
C) what degree of structure will be used. 
D) what degree of disguise is warranted. 
E) the method of statistical analysis to be used. 
A) precisely what primary data are needed. 
B) how these data might be collected. 
C) what degree of structure will be used. 
D) what degree of disguise is warranted. 
E) the method of statistical analysis to be used.

Question 12

Which of the following statements is INCORRECT with respect to branching questions?

Accepted Answer

A) Branching questions are more appropriate for mail surveys than telephone or personal interviews. 
B) The evidence indicates that branching instructions increase the rate of item nonresponse for items immediately following the branch. 
C) When designing branching questions,it is generally good practice to develop a flow chart of the logical possibilities and then prepare the question to follow the flow chart. 
D) It is a good idea to order branching questions so that respondents cannot anticipate what additional information is required. 
E) Place the question that follows the branch as close as possible to the original question. 
A) Branching questions are more appropriate for mail surveys than telephone or personal interviews. 
B) The evidence indicates that branching instructions increase the rate of item nonresponse for items immediately following the branch. 
C) When designing branching questions,it is generally good practice to develop a flow chart of the logical possibilities and then prepare the question to follow the flow chart. 
D) It is a good idea to order branching questions so that respondents cannot anticipate what additional information is required. 
E) Place the question that follows the branch as close as possible to the original question.

Question 13

Which of the following does NOT affect a respondent's willingness to produce a response?

Accepted Answer

A) Amount of work involved. 
B) The person's ability to articulate an answer. 
C) The sensitivity of the issue. 
D) The individual's ability to remember the event. 
E) All of the above affect a respondent's willingness to provide a response. 
A) Amount of work involved. 
B) The person's ability to articulate an answer. 
C) The sensitivity of the issue. 
D) The individual's ability to remember the event. 
E) All of the above affect a respondent's willingness to provide a response.

Question 14

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

Accepted Answer

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

Question 15

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.

Question 16

Which of the following is NOT true about the randomized-response model?

Accepted Answer

A) The particular question asked is selected at random. 
B) The interviewer does not know which question the respondent is answering. 
C) The probability of the sensitive question asked is not known. 
D) The probability of the "innocuous" event occurring is known. 
E) It requires sophisticated statistical analysis. 
A) The particular question asked is selected at random. 
B) The interviewer does not know which question the respondent is answering. 
C) The probability of the sensitive question asked is not known. 
D) The probability of the "innocuous" event occurring is known. 
E) It requires sophisticated statistical analysis.

Question 17

The following is an example of a ____. Many people are using dry-cleaning less because of improved wash-and-wear clothes.How do you feel wash-and-wear clothes have affected your use of dry-cleaning facilities in the past 2-4 years?

Accepted Answer

A) double-barreled question 
B) leading question 
C) semantic differential scale 
D) dichotomous question 
E) All of the above. 
A) double-barreled question 
B) leading question 
C) semantic differential scale 
D) dichotomous question 
E) All of the above.

Question 18

Which of the following is TRUE?

Accepted Answer

A) An advantage of scales is that a great deal of information can be secured from the respondent in a short period of time. 
B) Item nonresponse is the group of respondents who refuse to participate in the survey being conducted. 
C) Once a good set of questions has been developed,it is of little consequence as to the order they are asked on the questionnaire. 
D) Both a and b. 
E) a,b,and c. 
A) An advantage of scales is that a great deal of information can be secured from the respondent in a short period of time. 
B) Item nonresponse is the group of respondents who refuse to participate in the survey being conducted. 
C) Once a good set of questions has been developed,it is of little consequence as to the order they are asked on the questionnaire. 
D) Both a and b. 
E) a,b,and c.

Question 19

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 20

The best way to insure that the response categories offered in a multichotomous question are exhaustive is to

Accepted Answer

A) provide an "other" category. 
B) provide a space for respondents to write in their answer,such as "e.____." 
C) use at least ten categories. 
D) use at least fifteen categories. 
E) do extensive prior research before formulating the response categories. 
A) provide an "other" category. 
B) provide a space for respondents to write in their answer,such as "e.____." 
C) use at least ten categories. 
D) use at least fifteen categories. 
E) do extensive prior research before formulating the response categories.

Exam 14: Designing the Questionnaire or Observation Form

Which of the following about observational forms is FALSE?

When using branching questions the researcher should

The statement "Do you believe wholesalers or retailers are responsible for the high cost of meat in supermarkets today" is an example of a(n)____ question.

Words like any,anybody,best,could,and ever are NOT good words to use in a questionnaire.

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

Item nonresponse refers to

In the randomized response model,which of the following questions would NOT be appropriate for pairing with this question: "Have you ever shoplifted?"

A person's ability to remember an event is NOT influenced by the

The question "How much was the price per gallon of gasoline when you last purchased it at a full-service service station?" should be avoided because it

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

In determining the type of questionnaire and the method of administration the researcher need not specify

Which of the following statements is INCORRECT with respect to branching questions?

Which of the following does NOT affect a respondent's willingness to produce a response?

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

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

Which of the following is NOT true about the randomized-response model?

The following is an example of a ____. Many people are using dry-cleaning less because of improved wash-and-wear clothes.How do you feel wash-and-wear clothes have affected your use of dry-cleaning facilities in the past 2-4 years?

Which of the following is TRUE?

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

The best way to insure that the response categories offered in a multichotomous question are exhaustive is to

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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