Question 1

A researcher should use questions with positive statements only to avoid problems with question wording.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

Respondents for the pretest and for the actual survey should NOT be drawn from the same population.

Accepted Answer

A) True 
 B)False

Question 4

________ 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) Precoding 
B) Pretesting 
C) Sampling 
D) Encoding 
E) Consolidation 
A) Precoding 
B) Pretesting 
C) Sampling 
D) Encoding 
E) Consolidation

Question 5

Questions that prespecify the set of response alternatives and the response format are called structured questions.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is NOT a guideline that should be followed to avoid problems in question wording?

Accepted Answer

A) use positive statements only 
B) define the issue 
C) use ordinary words 
D) avoid ambiguous words 
E) avoid leading questions 
A) use positive statements only 
B) define the issue 
C) use ordinary words 
D) avoid ambiguous words 
E) avoid leading questions

Question 7

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

Question 8

In a short essay, discuss ethical issues of questionnaire design related to a)the researcher/respondent relationship, and b)the researcher/client relationship.

Accepted Answer

a.<b> Researcher/respondent relationship

Question 9

According to the text, classification information is information that relates directly to the marketing research problem.

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

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

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

A single question that attempts to cover two issues is called a double-barreled question.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is NOT mentioned in the text as a reason people typically cannot answer a survey question?

Accepted Answer

A) They may not be informed. 
B) They may not remember. 
C) They may not be able to articulate certain types of responses. 
D) All of the selections represent a reason people typically cannot answer a survey question. 
E) B and C 
A) They may not be informed. 
B) They may not remember. 
C) They may not be able to articulate certain types of responses. 
D) All of the selections represent a reason people typically cannot answer a survey question. 
E) B and C

Question 16

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

Accepted Answer

A) branching questions 
B) leading questions 
C) double-barreled questions 
D) filter questions 
E) break-out questions 
A) branching questions 
B) leading questions 
C) double-barreled questions 
D) filter questions 
E) break-out questions

Question 17

According to the text, identification information is usually positioned in which place in the questionnaire?

Accepted Answer

A) at the beginning 
B) right after the screening questions 
C) in the middle 
D) before the lifestyle questions 
E) at the end 
A) at the beginning 
B) right after the screening questions 
C) in the middle 
D) before the lifestyle questions 
E) at the end

Question 18

According to the text, pretests are best done by telephone interviews.

Accepted Answer

A) True 
 B)False

Question 19

________ 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 20

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

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

A researcher should use questions with positive statements only to avoid problems with question wording.

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

Respondents for the pretest and for the actual survey should NOT be drawn from the same population.

________ 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.

Questions that prespecify the set of response alternatives and the response format are called structured questions.

Which of the following is NOT a guideline that should be followed to avoid problems in question wording?

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.

In a short essay, discuss ethical issues of questionnaire design related to a)the researcher/respondent relationship, and b)the researcher/client relationship.

According to the text, classification information is information that relates directly to the marketing research problem.

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

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

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

A single question that attempts to cover two issues is called a double-barreled question.

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

Which of the following is NOT mentioned in the text as a reason people typically cannot answer a survey question?

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

According to the text, identification information is usually positioned in which place in the questionnaire?

According to the text, pretests are best done by telephone interviews.

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

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

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 researcher should use questions with positive statements only to avoid problems with question wording.

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

Respondents for the pretest and for the actual survey should NOT be drawn from the same population.

________ 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.

Questions that prespecify the set of response alternatives and the response format are called structured questions.

Which of the following is NOT a guideline that should be followed to avoid problems in question wording?

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.

In a short essay, discuss ethical issues of questionnaire design related to a)the researcher/respondent relationship, and b)the researcher/client relationship.

According to the text, classification information is information that relates directly to the marketing research problem.

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

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

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

A single question that attempts to cover two issues is called a double-barreled question.

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

Which of the following is NOT mentioned in the text as a reason people typically cannot answer a survey question?

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

According to the text, identification information is usually positioned in which place in the questionnaire?

According to the text, pretests are best done by telephone interviews.

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

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

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