Question 1

Sensitive topics should be placed at the beginning of the questionnaire to get the difficult questions over with.

Accepted Answer

A) True 
 B)False

Question 2

What techniques can the researcher use when trying to overcome a respondent's inability to answer?

Accepted Answer

∙ To determine if respondents are inform

Question 3

A questionnaire can be a major source of response error.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following statements is correct about implicit alternatives?

Accepted Answer

A) Making an implied alternative explicit may increase the percentage of people selecting that alternative. 
B) When alternatives are close in preference or large in number,the alternatives at the end of the list have a greater chance of being selected. 
C) The split ballot technique should be used to rotate the order in which a list of alternatives appear. 
D) All of the above are correct. 
A) Making an implied alternative explicit may increase the percentage of people selecting that alternative. 
B) When alternatives are close in preference or large in number,the alternatives at the end of the list have a greater chance of being selected. 
C) The split ballot technique should be used to rotate the order in which a list of alternatives appear. 
D) All of the above are correct.

Question 5

Free-response questions are good as first questions on a topic.

Accepted Answer

A) True 
 B)False

Question 6

A ________ describes how the analysis will be structured once the data have been collected.

Accepted Answer

A) dummy table 
B) analysis table 
C) dummy plan 
D) none of the above 
A) dummy table 
B) analysis table 
C) dummy plan 
D) none of the above

Question 7

Respondents do not answer questions on which they are not informed.

Accepted Answer

A) True 
 B)False

Question 8

"Do you think Coca-Cola is a tasty and refreshing soft drink?" is an example of a ________.

Accepted Answer

A) structured question 
B) dichotomous question 
C) double-barreled question 
D) branching question 
A) structured question 
B) dichotomous question 
C) double-barreled question 
D) branching question

Question 9

The responses obtained from the pretest should be coded and analyzed.

Accepted Answer

A) True 
 B)False

Question 10

If a researcher were trying to overcome the unwillingness of respondents to answer by considering the effort required of the respondents,what might he/she do to make the respondent more willing to respond? Develop an example question (showing the incorrect and correct way to best overcome the respondents unwillingness to answer)to clarify your response.

Accepted Answer

The researcher should minimize the effor

Question 11

"Is the respondent informed?","Can the respondent remember?",and "Can the respondent articulate?" are all questions asked in the ________ stage of the questionnaire design process.

Accepted Answer

A) overcoming unwillingness to answer 
B) specify the type of interviewing method 
C) overcoming inability to answer 
D) choosing question wording 
A) overcoming unwillingness to answer 
B) specify the type of interviewing method 
C) overcoming inability to answer 
D) choosing question wording

Question 12

What are the guidelines for the placement of branching questions?

Accepted Answer

Placement of branching questions is impo

Question 13

Opening questions should be used to get at the purpose of the questionnaire quickly.

Accepted Answer

A) True 
 B)False

Question 14

Experiments on mail questionnaires for census of population revealed what about questionnaire form and layout?

Accepted Answer

A) Questions at the top of the page received more attention than those placed at the bottom. 
B) Sensitive information placed at the end of the questionnaire was answered more frequently than sensitive information placed elsewhere. 
C) Instructions printed in red made little difference except that they made the questionnaire appear more complicated to the respondents. 
D) Both A and C are correct. 
A) Questions at the top of the page received more attention than those placed at the bottom. 
B) Sensitive information placed at the end of the questionnaire was answered more frequently than sensitive information placed elsewhere. 
C) Instructions printed in red made little difference except that they made the questionnaire appear more complicated to the respondents. 
D) Both A and C are correct.

Question 15

In questionnaire design,assigning a code to every conceivable response before data collection is called pre-coding.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is not a reason why a respondent might be unwilling to answer a particular question?

Accepted Answer

A) The respondent may not be informed. 
B) Too much effort is required. 
C) The situation or context may not seem appropriate for disclosure. 
D) No legitimate purpose or need for the information requested is apparent. 
A) The respondent may not be informed. 
B) Too much effort is required. 
C) The situation or context may not seem appropriate for disclosure. 
D) No legitimate purpose or need for the information requested is apparent.

Question 17

Which of the following statements is not an advantage of unstructured questions?

Accepted Answer

A) Unstructured questions are good as first questions on a topic. 
B) Implicitly,unstructured questions give extra weight to respondents who are more articulate. 
C) Unstructured questions have a much less biasing influence on response than structured questions. 
D) Unstructured questions are useful in exploratory research. 
A) Unstructured questions are good as first questions on a topic. 
B) Implicitly,unstructured questions give extra weight to respondents who are more articulate. 
C) Unstructured questions have a much less biasing influence on response than structured questions. 
D) Unstructured questions are useful in exploratory research.

Question 18

Information on demographic characteristics such as marital status,education,household size,occupation,income,and dwelling unit may have to be specified differently for different countries,as these variables may not be directly comparable across countries.

Accepted Answer

A) True 
 B)False

Question 19

Which statement is correct concerning the effect on subsequent questions?

Accepted Answer

A) As a rule of thumb,general questions should precede specific questions to prevent specific questions from biasing responses to general questions. 
B) The inverted funnel approach is useful when respondents have no strong feelings or have not formulated a point of view. 
C) The inverted funnel approach is particularly useful when information has to be obtained about respondents' general choice behavior and their evaluations of specific products. 
D) All are correct. 
A) As a rule of thumb,general questions should precede specific questions to prevent specific questions from biasing responses to general questions. 
B) The inverted funnel approach is useful when respondents have no strong feelings or have not formulated a point of view. 
C) The inverted funnel approach is particularly useful when information has to be obtained about respondents' general choice behavior and their evaluations of specific products. 
D) All are correct.

Question 20

The researcher has the ethical responsibility of designing the questionnaire so as to obtain the required information in a biased manner.

Accepted Answer

A) True 
 B)False

Exam 10: Questionnaire and Form Design

Sensitive topics should be placed at the beginning of the questionnaire to get the difficult questions over with.

What techniques can the researcher use when trying to overcome a respondent's inability to answer?

A questionnaire can be a major source of response error.

Which of the following statements is correct about implicit alternatives?

Free-response questions are good as first questions on a topic.

A ________ describes how the analysis will be structured once the data have been collected.

Respondents do not answer questions on which they are not informed.

"Do you think Coca-Cola is a tasty and refreshing soft drink?" is an example of a ________.

The responses obtained from the pretest should be coded and analyzed.

"Is the respondent informed?","Can the respondent remember?",and "Can the respondent articulate?" are all questions asked in the ________ stage of the questionnaire design process.

What are the guidelines for the placement of branching questions?

Opening questions should be used to get at the purpose of the questionnaire quickly.

Experiments on mail questionnaires for census of population revealed what about questionnaire form and layout?

In questionnaire design,assigning a code to every conceivable response before data collection is called pre-coding.

Which of the following is not a reason why a respondent might be unwilling to answer a particular question?

Which of the following statements is not an advantage of unstructured questions?

Information on demographic characteristics such as marital status,education,household size,occupation,income,and dwelling unit may have to be specified differently for different countries,as these variables may not be directly comparable across countries.

Which statement is correct concerning the effect on subsequent questions?

The researcher has the ethical responsibility of designing the questionnaire so as to obtain the required information in a biased manner.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution,cross-Tabulation,and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

Filters