Question 1

Discuss at least three things that the researcher who is developing a questionnaire can do to increase the willingness of the respondent to answer.

Accepted Answer

Using the following techniques may encou

Question 2

A questionnaire is an informal set of questions for obtaining information from respondents.

Accepted Answer

A) True 
 B)False

Question 3

Forms for recording observational data are more difficult to construct than questionnaires.

Accepted Answer

A) True 
 B)False

Question 4

If you are deciding between personal interviews or computer-assisted interviewing,you are at which step of the questionnaire design process?

Accepted Answer

A) Specify the type of interviewing method. 
B) Determine the content of individual questions. 
C) Arrange the questions in proper order. 
D) Eliminate bugs by pretesting. 
A) Specify the type of interviewing method. 
B) Determine the content of individual questions. 
C) Arrange the questions in proper order. 
D) Eliminate bugs by pretesting.

Question 5

The inverted funnel is a strategy for ordering questions in a questionnaire in which the sequence starts with the general questions that are followed by progressively specific questions in order to prevent specific questions from biasing general questions.

Accepted Answer

A) True 
 B)False

Question 6

Qualifying questions should not serve as opening questions.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is not a type of structured question?

Accepted Answer

A) multiple choice 
B) dichotomous 
C) scale 
D) none of the above 
A) multiple choice 
B) dichotomous 
C) scale 
D) none of the above

Question 8

When trying to overcome respondents' unwillingness to answer,the researcher might list the possible responses a respondent might make.More specifically,the list is an effort by the researcher to ________.

Accepted Answer

A) increasing the unwillingness of respondents 
B) obtain sensitive information 
C) put the information request in context 
D) reduce the effort required of the respondents 
A) increasing the unwillingness of respondents 
B) obtain sensitive information 
C) put the information request in context 
D) reduce the effort required of the respondents

Question 9

Pretesting refers to the testing of the questionnaire on a small sample of respondents to identify and eliminate potential problems.Discuss what the researcher expects to gain from pretesting the questionnaire.

Accepted Answer

All aspects of the questionnaire should

Question 10

When developing questions,the researcher should avoid leading questions like "What is your favorite brand of toothpaste?"

Accepted Answer

A) True 
 B)False

Question 11

Unstructured questions reduce cultural bias because they do not impose any response alternatives.

Accepted Answer

A) True 
 B)False

Question 12

All aspects of the questionnaire should be pretested,including question content,wording,sequence,form and layout,question difficulty,and instructions.

Accepted Answer

A) True 
 B)False

Question 13

"What is your occupation?" is a free-answer question.

Accepted Answer

A) True 
 B)False

Question 14

________ is socioeconomic and demographic characteristics used to classify respondents.

Accepted Answer

A) Qualifying information 
B) Identification information 
C) Basic information 
D) Classification information 
A) Qualifying information 
B) Identification information 
C) Basic information 
D) Classification information

Question 15

All of the statements below are ways in which the researcher can encourage respondents to provide information they are unwilling to give except ________.

Accepted Answer

A) preface the question with a statement that the behavior of interest is common 
B) provide response categories rather than asking for specific figures 
C) use randomized techniques 
D) all of the above 
A) preface the question with a statement that the behavior of interest is common 
B) provide response categories rather than asking for specific figures 
C) use randomized techniques 
D) all of the above

Question 16

To control for order bias,several forms of the questionnaire should be prepared with the order in which alternatives are listed varied from form to form.

Accepted Answer

A) True 
 B)False

Question 17

An alternative that is not explicitly expressed in the options is an explicit alternative.

Accepted Answer

A) True 
 B)False

Question 18

When determining if a question is necessary,in some situations it may be necessary to ask questions that are not directly related to the information that is needed.Which of the reasons stated below were given in your text as reasons why questions not related to the information needed might be included in the questionnaire?

Accepted Answer

A) to establish involvement and rapport 
B) to disguise the purpose or sponsorship of the project 
C) to generate client support for the project 
D) all of the above 
A) to establish involvement and rapport 
B) to disguise the purpose or sponsorship of the project 
C) to generate client support for the project 
D) all of the above

Question 19

There is evidence that the response to a question is influenced by the directionality of the question.

Accepted Answer

A) True 
 B)False

Question 20

________ refer to open-ended questions that respondents answer in their own words.

Accepted Answer

A) Dichotomous questions 
B) Structured questions 
C) Unstructured questions 
D) Branching questions 
A) Dichotomous questions 
B) Structured questions 
C) Unstructured questions 
D) Branching questions

Exam 10: Questionnaire and Form Design

Discuss at least three things that the researcher who is developing a questionnaire can do to increase the willingness of the respondent to answer.

A questionnaire is an informal set of questions for obtaining information from respondents.

Forms for recording observational data are more difficult to construct than questionnaires.

If you are deciding between personal interviews or computer-assisted interviewing,you are at which step of the questionnaire design process?

The inverted funnel is a strategy for ordering questions in a questionnaire in which the sequence starts with the general questions that are followed by progressively specific questions in order to prevent specific questions from biasing general questions.

Qualifying questions should not serve as opening questions.

Which of the following is not a type of structured question?

When trying to overcome respondents' unwillingness to answer,the researcher might list the possible responses a respondent might make.More specifically,the list is an effort by the researcher to ________.

Pretesting refers to the testing of the questionnaire on a small sample of respondents to identify and eliminate potential problems.Discuss what the researcher expects to gain from pretesting the questionnaire.

When developing questions,the researcher should avoid leading questions like "What is your favorite brand of toothpaste?"

Unstructured questions reduce cultural bias because they do not impose any response alternatives.

All aspects of the questionnaire should be pretested,including question content,wording,sequence,form and layout,question difficulty,and instructions.

"What is your occupation?" is a free-answer question.

________ is socioeconomic and demographic characteristics used to classify respondents.

All of the statements below are ways in which the researcher can encourage respondents to provide information they are unwilling to give except ________.

To control for order bias,several forms of the questionnaire should be prepared with the order in which alternatives are listed varied from form to form.

An alternative that is not explicitly expressed in the options is an explicit alternative.

There is evidence that the response to a question is influenced by the directionality of the question.

________ refer to open-ended questions that respondents answer in their own words.

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