Question 1

In a short essay, define unstructured questions and discuss at least two advantages and two disadvantages to using these types of questions.

Accepted Answer

Unstructured questions are open-e

Question 2

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

Accepted Answer

A) unstructured approach 
B) funnel approach 
C) diagnostic approach 
D) goal-oriented approach 
E) inverted-funnel approach 
A) unstructured approach 
B) funnel approach 
C) diagnostic approach 
D) goal-oriented approach 
E) inverted-funnel approach

Question 3

In a short essay, list and discuss at least four guidelines that should be followed in order to avoid problems in question wording.

Accepted Answer

a. Define the issue - questions s

Question 4

One consistency in conducting cross-national studies is the universal definition of "household" and "household size" across countries of the world.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

"Usually," "normally," and "frequently" are examples of words that are oftentimes considered confusing to respondents.

Accepted Answer

A) True 
 B)False

Question 7

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 8

In a short essay, list and discuss the three types of information that are obtained from a questionnaire.

Accepted Answer

The three types of information obtained

Question 9

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

Accepted Answer

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

Question 10

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

Accepted Answer

A) specify the information needed 
B) specify the type of interviewing method 
C) determine the content of individual questions 
D) decide on the question structure 
E) segment the customer base 
A) specify the information needed 
B) specify the type of interviewing method 
C) determine the content of individual questions 
D) decide on the question structure 
E) segment the customer base

Question 11

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 12

Which of the following is NOT mentioned in the text as a specific objective to consider when designing a questionnaire?

Accepted Answer

A) translate the researcher's information needs into a set of specific questions that respondents are willing and able to answer 
B) minimize demands imposed on respondents 
C) minimize response error 
D) collect demographic information that can be used in later direct mail campaigns 
E) minimize item nonresponse 
A) translate the researcher's information needs into a set of specific questions that respondents are willing and able to answer 
B) minimize demands imposed on respondents 
C) minimize response error 
D) collect demographic information that can be used in later direct mail campaigns 
E) minimize item nonresponse

Question 13

Which of the following types of information is considered most sensitive and, therefore, should appear at the end of the questionnaire?

Accepted Answer

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

Question 14

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

Accepted Answer

A) telephone 
B) electronic 
C) mail 
D) personal 
E) online 
A) telephone 
B) electronic 
C) mail 
D) personal 
E) online

Question 15

In a short essay, describe a questionnaire and discuss the three specific objectives of a questionnaire.

Accepted Answer

A questionnaire is a formalized s

Question 16

Which of the following types of questions allow respondents to express their attitudes or opinions without the bias associated with restricting responses to predefined alternatives?

Accepted Answer

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

Question 17

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 18

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

Accepted Answer

A) True 
 B)False

Question 19

Identification information is a type of information obtained in a questionnaire that includes name, address, and phone number.

Accepted Answer

A) True 
 B)False

Question 20

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

In a short essay, define unstructured questions and discuss at least two advantages and two disadvantages to using these types of questions.

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

In a short essay, list and discuss at least four guidelines that should be followed in order to avoid problems in question wording.

One consistency in conducting cross-national studies is the universal definition of "household" and "household size" across countries of the world.

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

"Usually," "normally," and "frequently" are examples of words that are oftentimes considered confusing to respondents.

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

In a short essay, list and discuss the three types of information that are obtained from a questionnaire.

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

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

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.

Which of the following is NOT mentioned in the text as a specific objective to consider when designing a questionnaire?

Which of the following types of information is considered most sensitive and, therefore, should appear at the end of the questionnaire?

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

In a short essay, describe a questionnaire and discuss the three specific objectives of a questionnaire.

Which of the following types of questions allow respondents to express their attitudes or opinions without the bias associated with restricting responses to predefined alternatives?

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

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

Identification information is a type of information obtained in a questionnaire that includes name, address, and phone number.

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

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

In a short essay, define unstructured questions and discuss at least two advantages and two disadvantages to using these types of questions.

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

In a short essay, list and discuss at least four guidelines that should be followed in order to avoid problems in question wording.

One consistency in conducting cross-national studies is the universal definition of "household" and "household size" across countries of the world.

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

"Usually," "normally," and "frequently" are examples of words that are oftentimes considered confusing to respondents.

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

In a short essay, list and discuss the three types of information that are obtained from a questionnaire.

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

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

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.

Which of the following is NOT mentioned in the text as a specific objective to consider when designing a questionnaire?

Which of the following types of information is considered most sensitive and, therefore, should appear at the end of the questionnaire?

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

In a short essay, describe a questionnaire and discuss the three specific objectives of a questionnaire.

Which of the following types of questions allow respondents to express their attitudes or opinions without the bias associated with restricting responses to predefined alternatives?

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

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

Identification information is a type of information obtained in a questionnaire that includes name, address, and phone number.

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

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