Question 1

The question,"Do you exercise often? seldom? sometimes?" is

Accepted Answer

A) leading. 
B) concrete. 
C) ambiguous. 
D) contains an implied alternative. 
E) contains an implied assumption. 
A) leading. 
B) concrete. 
C) ambiguous. 
D) contains an implied alternative. 
E) contains an implied assumption.

Question 2

A researcher who is investigating why consumers' tastes in cars are changing has developed lengthy attitude and motivation scales and several open-ended questions.She should use

Accepted Answer

A) a mail survey. 
B) personal interviews. 
C) the observation method. 
D) telephone interviews. 
E) Any of the above would be suitable. 
A) a mail survey. 
B) personal interviews. 
C) the observation method. 
D) telephone interviews. 
E) Any of the above would be suitable.

Question 3

A split-ballot refers to

Accepted Answer

A) the practice of using different phrasing or different orders for the alternatives on subsets of questionnaires to combat order bias. 
B) the practice of splitting the questionnaire responses in half for more accurate analysis. 
C) an administrative procedure in state elections. 
D) averaging in scale construction. 
E) None of the above. 
A) the practice of using different phrasing or different orders for the alternatives on subsets of questionnaires to combat order bias. 
B) the practice of splitting the questionnaire responses in half for more accurate analysis. 
C) an administrative procedure in state elections. 
D) averaging in scale construction. 
E) None of the above.

Question 4

A question that calls for two responses and creates confusion for the respondent is called a(n)____________________ question.

Accepted Answer

The answer of A question that calls for two responses...

Question 5

Observation forms are generally easier to construct because

Accepted Answer

A) they need not follow a logical pattern. 
B) they rely on observer judgment to determine response categories. 
C) response categories need not be exhaustive. 
D) the question and the way it is asked will not influence the respondent's actions. 
E) response categories need not be multichotomous in nature. 
A) they need not follow a logical pattern. 
B) they rely on observer judgment to determine response categories. 
C) response categories need not be exhaustive. 
D) the question and the way it is asked will not influence the respondent's actions. 
E) response categories need not be multichotomous in nature.

Question 6

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 7

When utilizing observational methods of data collection,which of the following should be specified by the researcher?

Accepted Answer

A) Who should be observed? 
B) What behaviors should be reported? 
C) When should the observations be made? 
D) Where should the observations be made? 
E) All of the above. 
A) Who should be observed? 
B) What behaviors should be reported? 
C) When should the observations be made? 
D) Where should the observations be made? 
E) All of the above.

Question 8

An interviewer gives the respondent very subtle cues such as saying "yes" and nodding his head to statements with which the interviewer agrees.This is an example of

Accepted Answer

A) double barreling the respondent. 
B) unintentional respondent fraud. 
C) leading the respondent. 
D) interviewer misunderstanding. 
E) there is nothing wrong with saying "yes." 
A) double barreling the respondent. 
B) unintentional respondent fraud. 
C) leading the respondent. 
D) interviewer misunderstanding. 
E) there is nothing wrong with saying "yes."

Question 9

Which of the following is NOT included in the introduction part of the questionnaire?

Accepted Answer

A) Identification of the sponsor/researcher. 
B) The purpose of the survey. 
C) Explanation of how the respondent was selected. 
D) Demographic questions. 
E) Almost anything can be in the introduction part of the questionnaire. 
A) Identification of the sponsor/researcher. 
B) The purpose of the survey. 
C) Explanation of how the respondent was selected. 
D) Demographic questions. 
E) Almost anything can be in the introduction part of the questionnaire.

Question 10

The question,"Are you in favor of the free-choice policy for determining which school your child attends?" is an example of a(n)

Accepted Answer

A) implicit alternative. 
B) double-barreled question. 
C) implicit assumption. 
D) leading question. 
E) classification question. 
A) implicit alternative. 
B) double-barreled question. 
C) implicit assumption. 
D) leading question. 
E) classification question.

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

For long reference periods,which of the following is FALSE?

Accepted Answer

A) Telescoping error is relatively small. 
B) Recall loss is relatively large. 
C) Telescoping error may outweigh recall loss. 
D) The two effects counterbalance each other. 
E) Recall loss may outweigh telescoping error. 
A) Telescoping error is relatively small. 
B) Recall loss is relatively large. 
C) Telescoping error may outweigh recall loss. 
D) The two effects counterbalance each other. 
E) Recall loss may outweigh telescoping error.

Question 13

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 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

Which of the following is TRUE?

Accepted Answer

A) A "filter" question can be used to determine if a questionnaire respondent is familiar with a certain topic. 
B) Any questionnaire response is a good response. 
C) Telescoping error refers to the fact that people tend to remember only events that have occurred rather recently. 
D) An optimal reference period used for framing questions is about one year. 
E) All of the above are false. 
A) A "filter" question can be used to determine if a questionnaire respondent is familiar with a certain topic. 
B) Any questionnaire response is a good response. 
C) Telescoping error refers to the fact that people tend to remember only events that have occurred rather recently. 
D) An optimal reference period used for framing questions is about one year. 
E) All of the above are false.

Question 16

A question that cues the respondent to the desired answer is

Accepted Answer

A) leading. 
B) double-barreled. 
C) multichotomous. 
D) dichotomous. 
E) open-ended. 
A) leading. 
B) double-barreled. 
C) multichotomous. 
D) dichotomous. 
E) open-ended.

Question 17

What is wrong with this question? "What is your annual income?" (please check)
____ $10,000-$25,000
____ $25,000-$40,000
____ $40,000-$55,000
____ $55,000-$70,000

Accepted Answer

A) The categories are not of equal ranges. 
B) The alternatives are not realistic. 
C) The categories are not mutually exclusive. 
D) The categories are too broad. 
E) The categories are too narrow. 
A) The categories are not of equal ranges. 
B) The alternatives are not realistic. 
C) The categories are not mutually exclusive. 
D) The categories are too broad. 
E) The categories are too narrow.

Question 18

Which of the following is FALSE?

Accepted Answer

A) There is a definite increase in claimed awareness when a respondent's memory is jogged using a recognition measure rather than an aided recall measure. 
B) One thing that affects a respondent's willingness to provide an answer is the amount of work involved in producing it. 
C) The only historically successful way of asking about a sensitive issue is to state that the behavior or attitude is not unusual before asking the specific questions of the respondent. 
D) In general it is better to address sensitive issues later,rather than earlier,in the survey. 
E) The randomized response model is sometimes used to secure sensitive information. 
A) There is a definite increase in claimed awareness when a respondent's memory is jogged using a recognition measure rather than an aided recall measure. 
B) One thing that affects a respondent's willingness to provide an answer is the amount of work involved in producing it. 
C) The only historically successful way of asking about a sensitive issue is to state that the behavior or attitude is not unusual before asking the specific questions of the respondent. 
D) In general it is better to address sensitive issues later,rather than earlier,in the survey. 
E) The randomized response model is sometimes used to secure sensitive information.

Question 19

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

Accepted Answer

The answer of Information that the respondent has forgotten creates...

Question 20

The first step in designing a questionnaire is to

Accepted Answer

A) determine the type of questionnaire and method of administration. 
B) specify what information will be sought. 
C) determine the content of individual questions. 
D) determine the form of response to each question. 
E) determine the wording of each question. 
A) determine the type of questionnaire and method of administration. 
B) specify what information will be sought. 
C) determine the content of individual questions. 
D) determine the form of response to each question. 
E) determine the wording of each question.

Exam 14: Designing the Questionnaire or Observation Form

The question,"Do you exercise often? seldom? sometimes?" is

A researcher who is investigating why consumers' tastes in cars are changing has developed lengthy attitude and motivation scales and several open-ended questions.She should use

A split-ballot refers to

A question that calls for two responses and creates confusion for the respondent is called a(n)____________________ question.

Observation forms are generally easier to construct because

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

When utilizing observational methods of data collection,which of the following should be specified by the researcher?

An interviewer gives the respondent very subtle cues such as saying "yes" and nodding his head to statements with which the interviewer agrees.This is an example of

Which of the following is NOT included in the introduction part of the questionnaire?

The question,"Are you in favor of the free-choice policy for determining which school your child attends?" is an example of a(n)

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

For long reference periods,which of the following is FALSE?

Which of the following is TRUE?

Which of the following is TRUE?

Which of the following is TRUE?

A question that cues the respondent to the desired answer is

What is wrong with this question? "What is your annual income?" (please check) ____ $10,000-$25,000 ____ $25,000-$40,000 ____ $40,000-$55,000 ____ $55,000-$70,000

Which of the following is FALSE?

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

The first step in designing a questionnaire 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

Filters

What is wrong with this question? "What is your annual income?" (please check) $10,000-$25,000 $25,000-$40,000 $40,000-$55,000 $55,000-$70,000