Question 1

________ is a type of information obtained in a questionnaire that includes name,address,e-mail address and phone number.

Accepted Answer

A)  Basic information 
B)  Classification information 
C)  Problem-solving information 
D)  Identification information 
E)  Phone book information 
A)  Basic information 
B)  Classification information 
C)  Problem-solving information 
D)  Identification information 
E)  Phone book information

Question 2

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 3

A question that gives the respondent a clue as to what the answer should be is called a leading question.

Accepted Answer

A) True 
 B)False

Question 4

Open-ended questions that respondents answer in their own words are called unstructured questions.

Accepted Answer

A) True 
 B)False

Question 5

According to the text,________ should be used when the researcher has reason to believe that the respondent thinks of the topic in yes/no terms.

Accepted Answer

A)  open-ended questions 
B)  multiple-choice questions 
C)  dichotomous questions 
D)  random questions 
E)  yay-nay questions 
A)  open-ended questions 
B)  multiple-choice questions 
C)  dichotomous questions 
D)  random questions 
E)  yay-nay questions

Question 6

Results of crowding questions include all of the following EXCEPT:

Accepted Answer

A)  respondents give shorter answers to open-ended questions. 
B)  increase in data tabulation errors. 
C)  questions appear more complex. 
D)  none of the above 
E)  A, B, and C 
A)  respondents give shorter answers to open-ended questions. 
B)  increase in data tabulation errors. 
C)  questions appear more complex. 
D)  none of the above 
E)  A, B, and C

Question 7

Which of the following types of information is the most important aspect of a marketing research study?

Accepted Answer

A)  basic information 
B)  classification information 
C)  problem-solving information 
D)  identification information 
E)  quantification information 
A)  basic information 
B)  classification information 
C)  problem-solving information 
D)  identification information 
E)  quantification information

Question 8

For questionnaires to be used in surveys to be conducted in social media,the general principles and guidelines for questionnaire design remain the same as those for traditional media.

Accepted Answer

A) True 
 B)False

Question 9

Pretesting is the testing of the questionnaire on a small sample of respondents for the purpose of improving the questionnaire by identifying and eliminating potential problems before using it in the actual survey.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is the last step in the questionnaire design process?

Accepted Answer

A)  arrange the questions in proper order 
B)  eliminate bugs by pretesting 
C)  identify the form and layout 
D)  reproduce the questionnaire 
E)  present the results to the client 
A)  arrange the questions in proper order 
B)  eliminate bugs by pretesting 
C)  identify the form and layout 
D)  reproduce the questionnaire 
E)  present the results to the client

Question 11

All of the following are mentioned in the text as specific guidelines to follow to avoid problems in question wording EXCEPT:

Accepted Answer

A)  use ordinary words. 
B)  avoid ambiguous words. 
C)  use leading questions. 
D)  use positive and negative statements. 
E)  C and D 
A)  use ordinary words. 
B)  avoid ambiguous words. 
C)  use leading questions. 
D)  use positive and negative statements. 
E)  C and D

Question 12

When respondents are unable to articulate a response to a question,this usually indicates they have no opinion on that topic.

Accepted Answer

A) True 
 B)False

Question 13

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 14

An open-ended question is a structured question with only two response alternatives,such as yes or no.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A)  filtering 
B)  branching 
C)  precoding 
D)  funneling 
E)  pre-funneling 
A)  filtering 
B)  branching 
C)  precoding 
D)  funneling 
E)  pre-funneling

Question 16

According to the text,unstructured questions are also referred to as free-response or free-answer questions.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is NOT one of the three types of information that is obtained from a questionnaire?

Accepted Answer

A)  basic information 
B)  problem-solving information 
C)  classification information 
D)  identification information 
E)  C and D 
A)  basic information 
B)  problem-solving information 
C)  classification information 
D)  identification information 
E)  C and D

Question 18

A ________ is a question 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)  branching question 
B)  leading question 
C)  double-barreled question 
D)  filter question 
E)  break-out questions 
A)  branching question 
B)  leading question 
C)  double-barreled question 
D)  filter question 
E)  break-out questions

Question 19

According to the text,dichotomous questions should be used when the researcher has reason to believe that the respondent thinks of the topic in yes/no terms.

Accepted Answer

A) True 
 B)False

Question 20

Socioeconomic and demographic characteristics used to categorize respondents are referred to as basic information.

Accepted Answer

A) True 
 B)False

________ is a type of information obtained in a questionnaire that includes name,address,e-mail address and phone number.

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.

A question that gives the respondent a clue as to what the answer should be is called a leading question.

Open-ended questions that respondents answer in their own words are called unstructured questions.

According to the text,________ should be used when the researcher has reason to believe that the respondent thinks of the topic in yes/no terms.

Results of crowding questions include all of the following EXCEPT:

Which of the following types of information is the most important aspect of a marketing research study?

For questionnaires to be used in surveys to be conducted in social media,the general principles and guidelines for questionnaire design remain the same as those for traditional media.

Pretesting is the testing of the questionnaire on a small sample of respondents for the purpose of improving the questionnaire by identifying and eliminating potential problems before using it in the actual survey.

Which of the following is the last step in the questionnaire design process?

All of the following are mentioned in the text as specific guidelines to follow to avoid problems in question wording EXCEPT:

When respondents are unable to articulate a response to a question,this usually indicates they have no opinion on that topic.

An open-ended question is a structured question with only two response alternatives,such as yes or no.

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

According to the text,unstructured questions are also referred to as free-response or free-answer questions.

Which of the following is NOT one of the three types of information that is obtained from a questionnaire?

A ________ is a question used to guide an interviewer through a survey by directing the interviewer to different spots on the questionnaire depending on the answers given.

According to the text,dichotomous questions should be used when the researcher has reason to believe that the respondent thinks of the topic in yes/no terms.

Socioeconomic and demographic characteristics used to categorize respondents are referred to as basic information.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of 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 Collection

Data Preparation and Analysis Strategy

Frequency Distribution,hypothesis Testing,and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters

Exam 11: Questionnaire and Form Design

________ is a type of information obtained in a questionnaire that includes name,address,e-mail address and phone number.

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.

A question that gives the respondent a clue as to what the answer should be is called a leading question.

Open-ended questions that respondents answer in their own words are called unstructured questions.

According to the text,________ should be used when the researcher has reason to believe that the respondent thinks of the topic in yes/no terms.

Results of crowding questions include all of the following EXCEPT:

Which of the following types of information is the most important aspect of a marketing research study?

For questionnaires to be used in surveys to be conducted in social media,the general principles and guidelines for questionnaire design remain the same as those for traditional media.

Pretesting is the testing of the questionnaire on a small sample of respondents for the purpose of improving the questionnaire by identifying and eliminating potential problems before using it in the actual survey.

Which of the following is the last step in the questionnaire design process?

All of the following are mentioned in the text as specific guidelines to follow to avoid problems in question wording EXCEPT:

When respondents are unable to articulate a response to a question,this usually indicates they have no opinion on that topic.

An open-ended question is a structured question with only two response alternatives,such as yes or no.

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

According to the text,unstructured questions are also referred to as free-response or free-answer questions.

Which of the following is NOT one of the three types of information that is obtained from a questionnaire?

A ________ is a question used to guide an interviewer through a survey by directing the interviewer to different spots on the questionnaire depending on the answers given.

According to the text,dichotomous questions should be used when the researcher has reason to believe that the respondent thinks of the topic in yes/no terms.

Socioeconomic and demographic characteristics used to categorize respondents are referred to as basic information.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of 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 Collection

Data Preparation and Analysis Strategy

Frequency Distribution,hypothesis Testing,and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters