Question 1

A principal disadvantage of unstructured questions is that potential for interviewer bias is high.

Accepted Answer

A) True 
 B)False

Question 2

A principal disadvantage of structured questions is that potential for interviewer bias is high.

Accepted Answer

A) True 
 B)False

Question 3

The statement "Questions should be specific, not general." pertains to the aspect of questionnaire development.

Accepted Answer

A)  avoid implicit alternatives 
B)  avoid generalizations and estimates 
C)  use unambiguous words 
D)  avoid implicit assumptions 
A)  avoid implicit alternatives 
B)  avoid generalizations and estimates 
C)  use unambiguous words 
D)  avoid implicit assumptions

Question 4

Which statement is correct concerning the effect on subsequent questions?

Accepted Answer

A)  The inverted funnel approach is useful when respondents have no strong feelings or have not formulated a point of view. 
B)  As a rule of thumb, general questions should precede specific questions to prevent specific questions from biasing responses to general questions. 
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)  The inverted funnel approach is useful when respondents have no strong feelings or have not formulated a point of view. 
B)  As a rule of thumb, general questions should precede specific questions to prevent specific questions from biasing responses to general questions. 
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 5

The respondents' ability to remember an event is influenced by all of the following except .

Accepted Answer

A)  the time elapsed since the event 
B)  the presence or absence of events that would aid memory 
C)  where you were when the event occurred 
D)  the event itself 
A)  the time elapsed since the event 
B)  the presence or absence of events that would aid memory 
C)  where you were when the event occurred 
D)  the event itself

Question 6

Protocol analysis and debriefing are two commonly used procedures in pretesting.

Accepted Answer

A) True 
 B)False

Question 7

Most "why" questions about the use of a product or choice alternative involve two aspects: and .

Accepted Answer

A)  attributes of the product; influences leading to knowledge of the product 
B)  how the product is used; influences leading to knowledge of the product 
C)  attributes of the product; how the product is used 
D)  none of the above 
A)  attributes of the product; influences leading to knowledge of the product 
B)  how the product is used; influences leading to knowledge of the product 
C)  attributes of the product; how the product is used 
D)  none of the above

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

are questions used to guide an interviewer through a survey by directing the interviewer to different spots on the questionnaire depending on the answers given.

Accepted Answer

A)  Opening questions 
B)  Branching questions 
C)  Multiple choice questions 
D)  Leading questions 
A)  Opening questions 
B)  Branching questions 
C)  Multiple choice questions 
D)  Leading questions

Question 10

Two apparently similar ways of posing a question always yield the same information.

Accepted Answer

A) True 
 B)False

Question 11

is the translation of the desired question content and structure into words that respondents can clearly and easily understand.

Accepted Answer

A)  Overcoming inability to answer 
B)  Question wording 
C)  Determining the content of individual questions 
D)  The questionnaire design process 
A)  Overcoming inability to answer 
B)  Question wording 
C)  Determining the content of individual questions 
D)  The questionnaire design process

Question 12

All questions on a questionnaire should contribute to the information needed or serve some specific purpose.

Accepted Answer

A) True 
 B)False

Question 13

Omission error takes place when a respondent "remembers" and event that did not actually occur.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following statements is not true about unstructured questions?

Accepted Answer

A)  Open- ended questions are useful as opening questions. 
B)  Precoding can overcome some of the disadvantages of unstructured questions. 
C)  Unstructured questions can suffer from order or position bias. 
D)  Open- ended questions are useful in exploratory research. 
A)  Open- ended questions are useful as opening questions. 
B)  Precoding can overcome some of the disadvantages of unstructured questions. 
C)  Unstructured questions can suffer from order or position bias. 
D)  Open- ended questions are useful in exploratory research.

Question 15

The type of method influences questionnaire design. Considering how the questionnaire is administered under each method, which method is most appropriate if lengthy, complex, and varied questions need to be asked?

Accepted Answer

A)  telephone interview 
B)  mail questionnaire 
C)  personal interview 
D)  Internet questionnaire 
A)  telephone interview 
B)  mail questionnaire 
C)  personal interview 
D)  Internet questionnaire

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

What is the one acute problem of dichotomous questions?

Accepted Answer

A)  It is difficult to obtain information on alternatives not listed. 
B)  The response can be influenced by the wording of the question. 
C)  There is potential for position bias. 
D)  none of the above 
A)  It is difficult to obtain information on alternatives not listed. 
B)  The response can be influenced by the wording of the question. 
C)  There is potential for position bias. 
D)  none of the above

Question 18

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 19

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 20

Creation error is the inability to recall an event that actually took place.

Accepted Answer

A) True 
 B)False

Exam 10: Questionnaire and Form

A principal disadvantage of unstructured questions is that potential for interviewer bias is high.

A principal disadvantage of structured questions is that potential for interviewer bias is high.

The statement "Questions should be specific, not general." pertains to the aspect of questionnaire development.

Which statement is correct concerning the effect on subsequent questions?

The respondents' ability to remember an event is influenced by all of the following except .

Protocol analysis and debriefing are two commonly used procedures in pretesting.

Most "why" questions about the use of a product or choice alternative involve two aspects: and .

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

are questions used to guide an interviewer through a survey by directing the interviewer to different spots on the questionnaire depending on the answers given.

Two apparently similar ways of posing a question always yield the same information.

is the translation of the desired question content and structure into words that respondents can clearly and easily understand.

All questions on a questionnaire should contribute to the information needed or serve some specific purpose.

Omission error takes place when a respondent "remembers" and event that did not actually occur.

Which of the following statements is not true about unstructured questions?

The type of method influences questionnaire design. Considering how the questionnaire is administered under each method, which method is most appropriate if lengthy, complex, and varied questions need to be asked?

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

What is the one acute problem of dichotomous questions?

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.

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

Creation error is the inability to recall an event that actually took place.

Introduction to Marketing

Defining the Marketing Research

Research Design

Exploratory Research Design

Exploratory Research Design

Descriptive Research Design

Causal Research Design

Measurement and Scaling

Measurement and Scaling

Sampling: Design and

Sampling: Final and Initial

Fieldwork

Data Preparation

Frequency Distribution, Crosstabulation, and Hypothesis

Analysis of Variance and

Correlation and Regression

Discriminant and Logit

Factor Analysis

Cluster Analysis

Multidimensional Scaling and

Structural Equation Modeling

Report Preparation and

International Marketing

Filters