Question 1

You should always use the word "always" in designing questions so that you place a specific time parameter around an event.

Accepted Answer

A) True 
 B)False  False

Question 2

Each survey and its target respondent group may be unique, but a researcher can use a standardized introduction.

Accepted Answer

A) True 
 B)False  False

Question 3

Marketing research questions do NOT measure which of the following?

Accepted Answer

A)  attitudes 
B)  beliefs 
C)  behaviours 
D)  intelligence 
E)  demographics 
A)  attitudes 
B)  beliefs 
C)  behaviours 
D)  intelligence 
E)  demographics D

Question 4

Which of the following is true and should be remembered when developing questions?

Accepted Answer

A)  Once the client and researcher agree on what needs to be asked, wording a question is easy. 
B)  As long as the question contains words the respondents commonly use in speaking, there will be no bias. 
C)  Respondents will not use literal interpretations to answer questions. 
D)  A single word can make a difference in how respondents respond to a question. 
E)  The word normally is safe to use in question development. 
A)  Once the client and researcher agree on what needs to be asked, wording a question is easy. 
B)  As long as the question contains words the respondents commonly use in speaking, there will be no bias. 
C)  Respondents will not use literal interpretations to answer questions. 
D)  A single word can make a difference in how respondents respond to a question. 
E)  The word normally is safe to use in question development.

Question 5

In terms of locating types of questions on the questionnaire, which of the following lists represent the logical sequential order in a questionnaire?

Accepted Answer

A)  warm-ups, screens, classification, and complicated 
B)  warm-ups, classification, and complicated 
C)  screens, warm-ups, and classification 
D)  order does not matter as long as complicated and difficult are avoided altogether 
E)  order varies but transition questions are only needed if you have complicated questions 
A)  warm-ups, screens, classification, and complicated 
B)  warm-ups, classification, and complicated 
C)  screens, warm-ups, and classification 
D)  order does not matter as long as complicated and difficult are avoided altogether 
E)  order varies but transition questions are only needed if you have complicated questions

Question 6

Which of the following questions is a correct way to ask if someone has viewed a television episode of Big Bang Theory?

Accepted Answer

A)  Have you ever seen Big Bang Theory? 
B)  Do you always watch Big Bang Theory? 
C)  Have you seen any of the episodes of Big Bang Theory? 
D)  Have you ever watched and recorded an episode of Big Bang Theory? 
E)  Have you seen an episode of Big Bang Theory? 
A)  Have you ever seen Big Bang Theory? 
B)  Do you always watch Big Bang Theory? 
C)  Have you seen any of the episodes of Big Bang Theory? 
D)  Have you ever watched and recorded an episode of Big Bang Theory? 
E)  Have you seen an episode of Big Bang Theory?

Question 7

Screening questions are used to:

Accepted Answer

A)  increase reliability by screening out respondents with inconsistent answers. 
B)  shield the true purpose of a question from a respondent. 
C)  eliminate people who do not meet qualifications necessary to take part in the research study. 
D)  tell the respondent that changes in question topic or format are forthcoming. 
E)  ensure that certain results will be achieved by choosing the right respondents. 
A)  increase reliability by screening out respondents with inconsistent answers. 
B)  shield the true purpose of a question from a respondent. 
C)  eliminate people who do not meet qualifications necessary to take part in the research study. 
D)  tell the respondent that changes in question topic or format are forthcoming. 
E)  ensure that certain results will be achieved by choosing the right respondents.

Question 8

Leading questions that lead with phonics deal with question content.

Accepted Answer

A) True 
 B)False

Question 9

In terms of developing questions, your textbook identified "Do's" of question wording. Which of the following is NOT a "Do"?

Accepted Answer

A)  The question should be focused on a single issue or topic. 
B)  The question should be brief. 
C)  The question should give the respondent an expectation as to the answer. 
D)  The question should be a grammatically simple sentence. 
E)  The questions should be crystal clear. 
A)  The question should be focused on a single issue or topic. 
B)  The question should be brief. 
C)  The question should give the respondent an expectation as to the answer. 
D)  The question should be a grammatically simple sentence. 
E)  The questions should be crystal clear.

Question 10

Which is the best interpretation of question bias?

Accepted Answer

A)  the ability of a question's wording or format to influence respondents' answers 
B)  the ability of a question's wording to change a research project's objectives 
C)  questions being developed that have neither neutral nor positive positions 
D)  when a respondent is biased against a particular question 
E)  when a respondent is biased against a certain type of scale 
A)  the ability of a question's wording or format to influence respondents' answers 
B)  the ability of a question's wording to change a research project's objectives 
C)  questions being developed that have neither neutral nor positive positions 
D)  when a respondent is biased against a particular question 
E)  when a respondent is biased against a certain type of scale

Question 11

Privacy is an important incentive used to encourage respondent participation. Which method of privacy is represented by: "the respondent's name is known by the researcher, but it is not divulged to a third party, namely the client?"

Accepted Answer

A)  respondent/client indemnity 
B)  anonymity 
C)  confidentiality 
D)  the "ghost respondent agreement" 
E)  respondent protection 
A)  respondent/client indemnity 
B)  anonymity 
C)  confidentiality 
D)  the "ghost respondent agreement" 
E)  respondent protection

Question 12

"Would you say you never think about the warranty when buying a major electronic device?" is a properly worded question for a marketing research questionnaire.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following questions shows poor wording?

Accepted Answer

A)  Do you always buy audio products from Bose? 
B)  How often do you buy audio products from Bose? 
C)  To what extent is price a concern for you? 
D)  Did you consider other audio companies when you purchased your stereo? 
E)  Do you consult Consumer Reports before making a major purchase? 
A)  Do you always buy audio products from Bose? 
B)  How often do you buy audio products from Bose? 
C)  To what extent is price a concern for you? 
D)  Did you consider other audio companies when you purchased your stereo? 
E)  Do you consult Consumer Reports before making a major purchase?

Question 14

Which of the following does NOT relate to the use of screening questions?

Accepted Answer

A)  Screening questions can be used to select the respondent types desired by the researcher. 
B)  The first few questions of a questionnaire are normally screening questions. 
C)  Screening questions are always required. 
D)  Screening questions can be used with all forms of survey formats. 
E)  Not all surveys have screening questions. 
A)  Screening questions can be used to select the respondent types desired by the researcher. 
B)  The first few questions of a questionnaire are normally screening questions. 
C)  Screening questions are always required. 
D)  Screening questions can be used with all forms of survey formats. 
E)  Not all surveys have screening questions.

Question 15

Which approach to organizing the flow of questions would order them from general to specific or from wide to narrow?

Accepted Answer

A)  the inductive approach 
B)  the deductive approach 
C)  the funnel approach 
D)  the work approach 
E)  the sections approach 
A)  the inductive approach 
B)  the deductive approach 
C)  the funnel approach 
D)  the work approach 
E)  the sections approach

Question 16

The sections approach to questionnaire design organizes question flow from specific to general questions.

Accepted Answer

A) True 
 B)False

Question 17

A typical computer-assisted questionnaire design program will assist the designer by offering computerized menus for the design issues noted below EXCEPT for:

Accepted Answer

A)  the type of question format. 
B)  the number of response categories. 
C)  choice of scaled-response questions. 
D)  skip questions. 
E)  access to panel respondents. 
A)  the type of question format. 
B)  the number of response categories. 
C)  choice of scaled-response questions. 
D)  skip questions. 
E)  access to panel respondents.

Question 18

"What are the considerations that would come to your mind while you are confronted with the decision to have some type of repair done on the automatic icemaker in your refrigerator, assuming that you noticed it was not making ice cubes as well as it did when you first bought it?" This question violates which "Do" of question wording?

Accepted Answer

A)  focused 
B)  brief 
C)  general 
D)  elaborate 
E)  complete 
A)  focused 
B)  brief 
C)  general 
D)  elaborate 
E)  complete

Question 19

Precoding refers to placing numbers on the questionnaire to facilitate data entry after the survey is conducted.

Accepted Answer

A) True 
 B)False

Question 20

Regarding client approval of a questionnaire:

Accepted Answer

A)  it serves to let the client understand the technical aspects of the research 
B)  it serves as a check that the researcher is still in tune with the survey's objectives 
C)  when signed by the client, it means that the questionnaire should not be changed for any reason, even if it performs poorly in the pretest 
D)  client approval of the questionnaire is carried out at the original signing of the agreement to conduct research 
E)  client approval is merely a legal requirement and researchers do not encourage client feedback but merely acknowledgement that the questionnaire was developed 
A)  it serves to let the client understand the technical aspects of the research 
B)  it serves as a check that the researcher is still in tune with the survey's objectives 
C)  when signed by the client, it means that the questionnaire should not be changed for any reason, even if it performs poorly in the pretest 
D)  client approval of the questionnaire is carried out at the original signing of the agreement to conduct research 
E)  client approval is merely a legal requirement and researchers do not encourage client feedback but merely acknowledgement that the questionnaire was developed

You should always use the word "always" in designing questions so that you place a specific time parameter around an event.

Each survey and its target respondent group may be unique, but a researcher can use a standardized introduction.

Marketing research questions do NOT measure which of the following?

Which of the following is true and should be remembered when developing questions?

In terms of locating types of questions on the questionnaire, which of the following lists represent the logical sequential order in a questionnaire?

Which of the following questions is a correct way to ask if someone has viewed a television episode of Big Bang Theory?

Screening questions are used to:

Leading questions that lead with phonics deal with question content.

In terms of developing questions, your textbook identified "Do's" of question wording. Which of the following is NOT a "Do"?

Which is the best interpretation of question bias?

Privacy is an important incentive used to encourage respondent participation. Which method of privacy is represented by: "the respondent's name is known by the researcher, but it is not divulged to a third party, namely the client?"

"Would you say you never think about the warranty when buying a major electronic device?" is a properly worded question for a marketing research questionnaire.

Which of the following questions shows poor wording?

Which of the following does NOT relate to the use of screening questions?

Which approach to organizing the flow of questions would order them from general to specific or from wide to narrow?

The sections approach to questionnaire design organizes question flow from specific to general questions.

A typical computer-assisted questionnaire design program will assist the designer by offering computerized menus for the design issues noted below EXCEPT for:

Precoding refers to placing numbers on the questionnaire to facilitate data entry after the survey is conducted.

Regarding client approval of a questionnaire:

Introducing Marketing Research

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Quantitative Data Collection Methods

Survey Measurement Scales

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters

Exam 8: Questionnaire Design

You should always use the word "always" in designing questions so that you place a specific time parameter around an event.

Each survey and its target respondent group may be unique, but a researcher can use a standardized introduction.

Marketing research questions do NOT measure which of the following?

Which of the following is true and should be remembered when developing questions?

In terms of locating types of questions on the questionnaire, which of the following lists represent the logical sequential order in a questionnaire?

Which of the following questions is a correct way to ask if someone has viewed a television episode of Big Bang Theory?

Screening questions are used to:

Leading questions that lead with phonics deal with question content.

In terms of developing questions, your textbook identified "Do's" of question wording. Which of the following is NOT a "Do"?

Which is the best interpretation of question bias?

Privacy is an important incentive used to encourage respondent participation. Which method of privacy is represented by: "the respondent's name is known by the researcher, but it is not divulged to a third party, namely the client?"

"Would you say you never think about the warranty when buying a major electronic device?" is a properly worded question for a marketing research questionnaire.

Which of the following questions shows poor wording?

Which of the following does NOT relate to the use of screening questions?

Which approach to organizing the flow of questions would order them from general to specific or from wide to narrow?

The sections approach to questionnaire design organizes question flow from specific to general questions.

A typical computer-assisted questionnaire design program will assist the designer by offering computerized menus for the design issues noted below EXCEPT for:

Precoding refers to placing numbers on the questionnaire to facilitate data entry after the survey is conducted.

Regarding client approval of a questionnaire:

Introducing Marketing Research

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Quantitative Data Collection Methods

Survey Measurement Scales

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters