Question 1

Name and define the primary types of fixed-alternative questions.

Accepted Answer

The types of fixed-alternative questions are:
(1)Simple-dichotomy (dichotomous-alternative)question - requires the respondent to choose one of two alternatives.
(2)Multiple-choice question - requires the respondent to choose one--and only one-- response from among several possible alternatives.
(3)Frequency-determination question - a determinant-choice question that asks for an answer about the general frequency of occurrence.
(4)Checklist question - allows the respondent to provide multiple answers to a single question.

Question 2

Fixed-alternative questions require more interviewer skill to administer than open-ended response questions.

Accepted Answer

A) True 
 B)False  False

Question 3

Surveys used in telephone interviews should typically be written in a conversational style.

Accepted Answer

A) True 
 B)False  True

Question 4

A type of fixed-alternative question in which a respondent is asked to select the category that best represents his gross income for the previous year is an example of a(n)____________________ question.

Accepted Answer

multiple-c

Question 5

A questionnaire that collects information that is valid is said to be ____.

Accepted Answer

A) relevant 
B) accurate 
C) counterbalanced 
D) balanced 
A) relevant 
B) accurate 
C) counterbalanced 
D) balanced

Question 6

When the respondent's answers to previous questions in a questionnaire create a bias in his or her answers to later questions,this is known as ____________________ bias.

Accepted Answer

The answer of When the respondent's answers to previous questions...

Question 7

An introductory statement or preamble to a potentially embarrassing question that reduces a respondent's reluctance to answer by suggesting that certain behavior is not unusual is called a ____ statement.

Accepted Answer

A) filter 
B) lead-in 
C) reassurance 
D) counterbiasing 
A) filter 
B) lead-in 
C) reassurance 
D) counterbiasing

Question 8

When respondents think that recent events took place longer ago than they really did,what type of error is occurring?

Accepted Answer

A) telescoping 
B) squishing 
C) faltering 
D) misredemption 
A) telescoping 
B) squishing 
C) faltering 
D) misredemption

Question 9

In a personal interview,asking general questions before asking specific questions in order to create less bias in the responses is called the ____________________ technique.

Accepted Answer

The answer of In a personal interview,asking general questions before...

Question 10

A fixed-alternative question may tempt respondents to check an answer that is more prestigious or socially acceptable than the true answer.

Accepted Answer

A) True 
 B)False

Question 11

The anchoring technique involves asking general questions before specific questions.

Accepted Answer

A) True 
 B)False

Question 12

A pretest of a questionnaire can help to establish the likely response rate for mail surveys.

Accepted Answer

A) True 
 B)False

Question 13

Piping software allows answers from previous questions to be inserted into unfolding questions in an Internet survey.

Accepted Answer

A) True 
 B)False

Question 14

A questionnaire is accurate to the extent that no unnecessary information is collected in order to solve the marketing problem under study.

Accepted Answer

A) True 
 B)False

Question 15

A bar at the top of the page in an Internet survey that indicates how much of the survey still needs to be completed is called a(n)____ bar.

Accepted Answer

A) drop-down 
B) radio 
C) push 
D) status 
A) drop-down 
B) radio 
C) push 
D) status

Question 16

A question that "screens out" respondents because they do not qualify to answer a subsequent question (e.g.asking "Do you own a DVD player?" before asking the brand of DVD player)is called a(n)____________________ question.

Accepted Answer

The answer of A question that "screens out" respondents because...

Question 17

A respondent in a personal interview is asked questions about shopping at a specific department store in the shopping mall,and then is asked general questions about shopping at that mall.What type of mistake in design has been made?

Accepted Answer

A) filter effect 
B) order bias 
C) double-barreled effect 
D) loaded effect 
A) filter effect 
B) order bias 
C) double-barreled effect 
D) loaded effect

Question 18

Which technique recommends asking general questions before specific questions in order to obtain unbiased responses?

Accepted Answer

A) skip logic technique 
B) telescoping 
C) squishing 
D) funnel technique 
A) skip logic technique 
B) telescoping 
C) squishing 
D) funnel technique

Question 19

A(n)____________________ question allows the respondent to answer the question in a personal interview in his or her own words.

Accepted Answer

open-ended

Question 20

Compare and contrast open-ended and fixed-alternative questions and provide an example of each.

Accepted Answer

Open-ended response questions pose some

Exam 11: Questionnaire Design

Name and define the primary types of fixed-alternative questions.

Fixed-alternative questions require more interviewer skill to administer than open-ended response questions.

Surveys used in telephone interviews should typically be written in a conversational style.

A type of fixed-alternative question in which a respondent is asked to select the category that best represents his gross income for the previous year is an example of a(n)____________________ question.

A questionnaire that collects information that is valid is said to be ____.

When the respondent's answers to previous questions in a questionnaire create a bias in his or her answers to later questions,this is known as ____________________ bias.

An introductory statement or preamble to a potentially embarrassing question that reduces a respondent's reluctance to answer by suggesting that certain behavior is not unusual is called a ____ statement.

When respondents think that recent events took place longer ago than they really did,what type of error is occurring?

In a personal interview,asking general questions before asking specific questions in order to create less bias in the responses is called the ____________________ technique.

A fixed-alternative question may tempt respondents to check an answer that is more prestigious or socially acceptable than the true answer.

The anchoring technique involves asking general questions before specific questions.

A pretest of a questionnaire can help to establish the likely response rate for mail surveys.

Piping software allows answers from previous questions to be inserted into unfolding questions in an Internet survey.

A questionnaire is accurate to the extent that no unnecessary information is collected in order to solve the marketing problem under study.

A bar at the top of the page in an Internet survey that indicates how much of the survey still needs to be completed is called a(n)____ bar.

A question that "screens out" respondents because they do not qualify to answer a subsequent question (e.g.asking "Do you own a DVD player?" before asking the brand of DVD player)is called a(n)____________________ question.

A respondent in a personal interview is asked questions about shopping at a specific department store in the shopping mall,and then is asked general questions about shopping at that mall.What type of mistake in design has been made?

Which technique recommends asking general questions before specific questions in order to obtain unbiased responses?

A(n)____________________ question allows the respondent to answer the question in a personal interview in his or her own words.

Compare and contrast open-ended and fixed-alternative questions and provide an example of each.

The Role of Marketing Research

Information Systems and Knowledge Management

The Marketing Research Process

The Human Side of Marketing Research: Organizational and Ethical Issues

Qualitative Research Tools

Secondary Data Research in a Digital Age

Survey Research

Observation

Conducting Marketing Experiments

Measurement and Attitude Scaling

Sampling Designs and Sampling Procedures

Big Data Basics: Describing Samples and Populations

Basic Data Analysis

Testing for Differences Between Groups and for Predictive Relationships

Communicating Research Results

Beyond the Basics in Basic Data Analysis

Advanced Topics in Linear Analytics

Testing Hypotheses With Glm Procedures

Introducing Multivariate Data Analysis

Multivariate Data Analysis: Analytics With Interdependence Techniques

Primer on Structural Equations Modeling

Filters