Question 1

A well-designed questionnaire can motivate the respondents and increase the response rate.

Accepted Answer

A) True 
 B)False  True

Question 2

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

Accepted Answer

A) structured questions 
B) unstructured questions 
C) double-barreled questions 
D) filtered questions 
E) free-bird questions 
A) structured questions 
B) unstructured questions 
C) double-barreled questions 
D) filtered questions 
E) free-bird questions B

Question 3

A(n)________ is a structured technique for data collection that consists of a series of questions, written or verbal, which a respondent answers.

Accepted Answer

A) questionnaire 
B) observation 
C) focus group 
D) test market 
E) set of time-series questions 
A) questionnaire 
B) observation 
C) focus group 
D) test market 
E) set of time-series questions A

Question 4

To avoid problems in question wording, a researcher should use leading questions when designing a questionnaire.

Accepted Answer

A) True 
 B)False

Question 5

In wording questions, the researcher should avoid doing all of the following EXCEPT ________.

Accepted Answer

A) use industry jargon 
B) avoid ambiguous words 
C) use leading questions 
D) use positive and negative statements 
E) All of the above are things a researcher should avoid doing when writing questions. 
A) use industry jargon 
B) avoid ambiguous words 
C) use leading questions 
D) use positive and negative statements 
E) All of the above are things a researcher should avoid doing when writing questions.

Question 6

Open-ended questions are most useful in ________ and as opening questions.

Accepted Answer

A) descriptive research 
B) exploratory research 
C) conclusive research 
D) virtual research 
E) confirmatory research 
A) descriptive research 
B) exploratory research 
C) conclusive research 
D) virtual research 
E) confirmatory research

Question 7

Which of the following is NOT a situation in which respondents are likely to refuse to answer a survey question?

Accepted Answer

A) They may feel there's simply too much effort involved. 
B) They may feel that the question is not needed. 
C) They may feel that the information is too sensitive. 
D) The question is a screening question. 
E) All of the selections represent a circumstance where respondents are likely to refuse to answer a survey question. 
A) They may feel there's simply too much effort involved. 
B) They may feel that the question is not needed. 
C) They may feel that the information is too sensitive. 
D) The question is a screening question. 
E) All of the selections represent a circumstance where respondents are likely to refuse to answer a survey question.

Question 8

Open-ended questions are most useful in conclusive research and as opening questions.

Accepted Answer

A) True 
 B)False

Question 9

In ________, the researcher provides a choice of answers, and respondents are asked to select one or more of the alternatives given.

Accepted Answer

A) open-ended questions 
B) dichotomous questions 
C) multiple-choice questions 
D) random questions 
E) response-alternative questions 
A) open-ended questions 
B) dichotomous questions 
C) multiple-choice questions 
D) random questions 
E) response-alternative questions

Question 10

Regarding international marketing research, which of the following statements is true?

Accepted Answer

A) Only one pretest is recommended in cross-national studies. 
B) Demographics questions can be used without modification in cross-national studies. 
C) Structured questions minimize the risk of cultural bias but are more sensitive to differences in educational levels. 
D) Personal interviewing is the dominant survey method. 
E) C and D 
A) Only one pretest is recommended in cross-national studies. 
B) Demographics questions can be used without modification in cross-national studies. 
C) Structured questions minimize the risk of cultural bias but are more sensitive to differences in educational levels. 
D) Personal interviewing is the dominant survey method. 
E) C and D

Question 11

To increase the likelihood of obtaining sensitive information, such topics should be placed in the middle of the questionnaire.

Accepted Answer

A) True 
 B)False

Question 12

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 13

Questions regarding identification information generally come before questions regarding demographics.

Accepted Answer

A) True 
 B)False

Question 14

A(n)________ is a structured question with only two response alternatives, such as yes or no.

Accepted Answer

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

Question 15

A strategy for ordering questions in a questionnaire in which the sequence starts with the general questions, which are followed by progressively more specific questions, in order to prevent specific questions from biasing general questions, is called the funnel approach.

Accepted Answer

A) True 
 B)False

Question 16

An analysis of social media content can aid in determining the content, structure, and wording of individual questions.

Accepted Answer

A) True 
 B)False

Question 17

According to the text, branching questions direct respondents to different places in the questionnaire based on their response to the question at hand.

Accepted Answer

A) True 
 B)False

Question 18

The last step in the questionnaire design process is to reproduce the questionnaire.

Accepted Answer

A) True 
 B)False

Question 19

Deciding if a question is necessary or if several questions are needed rather than one are decisions involved with ________.

Accepted Answer

A) determining the order of scales 
B) choosing question wording 
C) choosing question structure 
D) individual question content 
E) minimizing item nonresponse 
A) determining the order of scales 
B) choosing question wording 
C) choosing question structure 
D) individual question content 
E) minimizing item nonresponse

Question 20

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

A well-designed questionnaire can motivate the respondents and increase the response rate.

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

A(n)________ is a structured technique for data collection that consists of a series of questions, written or verbal, which a respondent answers.

To avoid problems in question wording, a researcher should use leading questions when designing a questionnaire.

In wording questions, the researcher should avoid doing all of the following EXCEPT ________.

Open-ended questions are most useful in ________ and as opening questions.

Which of the following is NOT a situation in which respondents are likely to refuse to answer a survey question?

Open-ended questions are most useful in conclusive research and as opening questions.

In ________, the researcher provides a choice of answers, and respondents are asked to select one or more of the alternatives given.

Regarding international marketing research, which of the following statements is true?

To increase the likelihood of obtaining sensitive information, such topics should be placed in the middle of the questionnaire.

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.

Questions regarding identification information generally come before questions regarding demographics.

A(n)________ is a structured question with only two response alternatives, such as yes or no.

A strategy for ordering questions in a questionnaire in which the sequence starts with the general questions, which are followed by progressively more specific questions, in order to prevent specific questions from biasing general questions, is called the funnel approach.

An analysis of social media content can aid in determining the content, structure, and wording of individual questions.

According to the text, branching questions direct respondents to different places in the questionnaire based on their response to the question at hand.

The last step in the questionnaire design process is to reproduce the questionnaire.

Deciding if a question is necessary or if several questions are needed rather than one are decisions involved with ________.

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.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design, Secondary and Syndicated Data

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters

Exam 8: Questionnaire and Form Design

A well-designed questionnaire can motivate the respondents and increase the response rate.

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

A(n)________ is a structured technique for data collection that consists of a series of questions, written or verbal, which a respondent answers.

To avoid problems in question wording, a researcher should use leading questions when designing a questionnaire.

In wording questions, the researcher should avoid doing all of the following EXCEPT ________.

Open-ended questions are most useful in ________ and as opening questions.

Which of the following is NOT a situation in which respondents are likely to refuse to answer a survey question?

Open-ended questions are most useful in conclusive research and as opening questions.

In ________, the researcher provides a choice of answers, and respondents are asked to select one or more of the alternatives given.

Regarding international marketing research, which of the following statements is true?

To increase the likelihood of obtaining sensitive information, such topics should be placed in the middle of the questionnaire.

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.

Questions regarding identification information generally come before questions regarding demographics.

A(n)________ is a structured question with only two response alternatives, such as yes or no.

A strategy for ordering questions in a questionnaire in which the sequence starts with the general questions, which are followed by progressively more specific questions, in order to prevent specific questions from biasing general questions, is called the funnel approach.

An analysis of social media content can aid in determining the content, structure, and wording of individual questions.

According to the text, branching questions direct respondents to different places in the questionnaire based on their response to the question at hand.

The last step in the questionnaire design process is to reproduce the questionnaire.

Deciding if a question is necessary or if several questions are needed rather than one are decisions involved with ________.

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.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design, Secondary and Syndicated Data

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters