Question 1

A questionnaire using quality paper and printing techniques

Accepted Answer

A) is an unnecessary expense. 
B) reflects the importance of the study. 
C) is unimportant in gaining respondent cooperation. 
D) is unimportant to questionnaire design. 
E) causes mistrust in the respondent. 
A) is an unnecessary expense. 
B) reflects the importance of the study. 
C) is unimportant in gaining respondent cooperation. 
D) is unimportant to questionnaire design. 
E) causes mistrust in the respondent.

Question 2

Multichotomous questions

Accepted Answer

A) increase coding time for a questionnaire. 
B) do not permit individuals to elaborate their true position. 
C) are often used to begin a questionnaire. 
D) allow respondents to elaborate their position. 
E) can only be used for demographic information. 
A) increase coding time for a questionnaire. 
B) do not permit individuals to elaborate their true position. 
C) are often used to begin a questionnaire. 
D) allow respondents to elaborate their position. 
E) can only be used for demographic information.

Question 3

Which of the following is NOT recommended to facilitate handling and control of a questionnaire?

Accepted Answer

A) Stapling multiple pages together. 
B) Leaving enough room for open-ended questions. 
C) Numbering the questions. 
D) Using paper no larger than 8 1/2 x 11 inches. 
E) All of the above are all recommended to facilitate handling and control of questionnaires. 
A) Stapling multiple pages together. 
B) Leaving enough room for open-ended questions. 
C) Numbering the questions. 
D) Using paper no larger than 8 1/2 x 11 inches. 
E) All of the above are all recommended to facilitate handling and control of questionnaires.

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

Which of the following do NOT impact an individual's ability to remember information sought by a researcher?

Accepted Answer

A) The presence or absence of stimuli that assist in remembering an event. 
B) The importance of the event to be remembered. 
C) The length of time since the event to be remembered occurred. 
D) All of the above impact an individual's ability to remember information. 
E) Both b and c. 
A) The presence or absence of stimuli that assist in remembering an event. 
B) The importance of the event to be remembered. 
C) The length of time since the event to be remembered occurred. 
D) All of the above impact an individual's ability to remember information. 
E) Both b and c.

Question 6

In deciding to ask for specific information,researchers should ask which of the following questions?

Accepted Answer

A) Is the question necessary? 
B) Can two questions be combined in one? 
C) Do respondents have the necessary information? 
D) Researchers should ask all the above. 
E) Both a and c. 
A) Is the question necessary? 
B) Can two questions be combined in one? 
C) Do respondents have the necessary information? 
D) Researchers should ask all the above. 
E) Both a and c.

Question 7

The question,"Do you feel the government should be forced to stop picking our pockets with excessive taxes and return a portion of the taxes collected to taxpayers?"

Accepted Answer

A) Is leading. 
B) Contains an implicit alternative. 
C) Is double-barreled. 
D) Both a and c. 
E) None of the above. 
A) Is leading. 
B) Contains an implicit alternative. 
C) Is double-barreled. 
D) Both a and c. 
E) None of the above.

Question 8

Which of the following would NOT be an appropriate technique to use when asking sensitive questions?

Accepted Answer

A) Hide the question in a group of more innocuous questions. 
B) State up front that the subsequent question will be of a sensitive nature to prepare the respondent. 
C) Phrase the question in terms of other people and how they may feel or act. 
D) Leave sensitive questions until the end of the questionnaire. 
E) State that the behavior or attitude is not unusual. 
A) Hide the question in a group of more innocuous questions. 
B) State up front that the subsequent question will be of a sensitive nature to prepare the respondent. 
C) Phrase the question in terms of other people and how they may feel or act. 
D) Leave sensitive questions until the end of the questionnaire. 
E) State that the behavior or attitude is not unusual.

Question 9

What type of question is the following: "Do you feel that The Federal Reserve is concerned about raising taxes and reducing inflation?"

Accepted Answer

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

Question 10

In a recent McDonald's survey about new menu items,one question is "How much do you like the sugar-free apple pies? Check one: dislike,dislike slightly,do not dislike or like,like slightly,like a great deal." This is an example of a(n)____ question.

Accepted Answer

A) open-ended 
B) double-barreled 
C) dichotomous 
D) multichotomous 
E) Both a and d. 
A) open-ended 
B) double-barreled 
C) dichotomous 
D) multichotomous 
E) Both a and d.

Question 11

The questionnaire pretest serves the same role in a questionnaire design that test marketing serves in new product development.

Accepted Answer

A) True 
 B)False

Question 12

A fixed-alternative question with three possible responses is a(n)

Accepted Answer

A) open-ended question. 
B) dichotomous question. 
C) threatening question. 
D) multichotomous question. 
E) classification question. 
A) open-ended question. 
B) dichotomous question. 
C) threatening question. 
D) multichotomous question. 
E) classification question.

Question 13

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 14

The use of a "no opinion" option in multichotomous questions is

Accepted Answer

A) ineffectual,individuals will always express an opinion. 
B) recommended by all leading authorities on questionnaire design. 
C) not recommended since it allows individuals to "take the easy way out." 
D) a matter of controversy among researchers. 
E) not likely to affect the results of the survey. 
A) ineffectual,individuals will always express an opinion. 
B) recommended by all leading authorities on questionnaire design. 
C) not recommended since it allows individuals to "take the easy way out." 
D) a matter of controversy among researchers. 
E) not likely to affect the results of the survey.

Question 15

The physical appearance of a questionnaire is important in securing respondents' cooperation,particularly for

Accepted Answer

A) personal interviews. 
B) mail questionnaires. 
C) telephone interviews. 
D) All of the above. 
E) Both b and c. 
A) personal interviews. 
B) mail questionnaires. 
C) telephone interviews. 
D) All of the above. 
E) Both b and c.

Question 16

Which of the following is NOT true about question sequencing?

Accepted Answer

A) The first few questions should be simple and interesting to respondents. 
B) Narrow questions should be asked first and the questions should get progressively broader. 
C) Classification information should be asked last. 
D) Basic information,or the information most germane to the study,should be asked for first. 
E) Questions on sensitive issues should be asked later. 
A) The first few questions should be simple and interesting to respondents. 
B) Narrow questions should be asked first and the questions should get progressively broader. 
C) Classification information should be asked last. 
D) Basic information,or the information most germane to the study,should be asked for first. 
E) Questions on sensitive issues should be asked later.

Question 17

Sensitive question should always be put first in a questionnaire.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is TRUE?

Accepted Answer

A) Branching questions are easy to develop for a mail questionnaire. 
B) Sequence bias is potentially more of a problem in telephone interviews than in mail questionnaires. 
C) With the exception of telephone interview questionnaires (which are never seen by the respondents),it is generally appropriate to number the questions on a questionnaire. 
D) The physical appearance of a questionnaire is especially influential in securing cooperation to studies done by mail. 
E) All of the above are false. 
A) Branching questions are easy to develop for a mail questionnaire. 
B) Sequence bias is potentially more of a problem in telephone interviews than in mail questionnaires. 
C) With the exception of telephone interview questionnaires (which are never seen by the respondents),it is generally appropriate to number the questions on a questionnaire. 
D) The physical appearance of a questionnaire is especially influential in securing cooperation to studies done by mail. 
E) All of the above are false.

Question 19

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

Accepted Answer

A) dichotomous question. 
B) multiple-choice question. 
C) open-ended question. 
D) true-false question. 
E) multichotomous question. 
A) dichotomous question. 
B) multiple-choice question. 
C) open-ended question. 
D) true-false question. 
E) multichotomous question.

Question 20

The following is an example of a ____ question. Should Macy's continue its excellent gift-wrapping program during Christmas?

Accepted Answer

A) double-barreled question 
B) leading question 
C) sensitive question 
D) dichotomous question 
E) Both b and d. 
A) double-barreled question 
B) leading question 
C) sensitive question 
D) dichotomous question 
E) Both b and d.

Exam 14: Designing the Questionnaire or Observation Form

A questionnaire using quality paper and printing techniques

Multichotomous questions

Which of the following is NOT recommended to facilitate handling and control of a questionnaire?

Which of the following is FALSE?

Which of the following do NOT impact an individual's ability to remember information sought by a researcher?

In deciding to ask for specific information,researchers should ask which of the following questions?

The question,"Do you feel the government should be forced to stop picking our pockets with excessive taxes and return a portion of the taxes collected to taxpayers?"

Which of the following would NOT be an appropriate technique to use when asking sensitive questions?

What type of question is the following: "Do you feel that The Federal Reserve is concerned about raising taxes and reducing inflation?"

In a recent McDonald's survey about new menu items,one question is "How much do you like the sugar-free apple pies? Check one: dislike,dislike slightly,do not dislike or like,like slightly,like a great deal." This is an example of a(n)____ question.

The questionnaire pretest serves the same role in a questionnaire design that test marketing serves in new product development.

A fixed-alternative question with three possible responses is a(n)

When designing questionnaires,hypotheses can be used

The use of a "no opinion" option in multichotomous questions is

The physical appearance of a questionnaire is important in securing respondents' cooperation,particularly for

Which of the following is NOT true about question sequencing?

Sensitive question should always be put first in a questionnaire.

Which of the following is TRUE?

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

The following is an example of a ____ question. Should Macy's continue its excellent gift-wrapping program during Christmas?

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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