Question 1

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 2

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

Accepted Answer

A) True 
 B)False

Question 3

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-ended qu

Question 4

Basic information is the most important aspect of a marketing research study.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A)  structured questions 
B)  unstructured questions 
C)  double-barreled questions 
D)  filtered questions 
E)  own-voice questions 
A)  structured questions 
B)  unstructured questions 
C)  double-barreled questions 
D)  filtered questions 
E)  own-voice questions

Question 6

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

Question 7

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. researcher/respondent relationship -

Question 8

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 9

All of the following are mentioned in the text as disadvantages that are related to unstructured questions EXCEPT:

Accepted Answer

A)  respondent response limitations. 
B)  recording error. 
C)  data coding. 
D)  added complexity of analysis. 
E)  A and D 
A)  respondent response limitations. 
B)  recording error. 
C)  data coding. 
D)  added complexity of analysis. 
E)  A and D

Question 10

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 11

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 12

Collecting demographic information that can be used in direct mail campaigns is mentioned in the text as a specific objective of a questionnaire.

Accepted Answer

A) True 
 B)False

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

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

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

Basic information is the most important aspect of a marketing research study.

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

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

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

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

All of the following are mentioned in the text as disadvantages that are related to unstructured questions EXCEPT:

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

Collecting demographic information that can be used in direct mail campaigns is mentioned in the text as a specific objective of a questionnaire.

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

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

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

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

Basic information is the most important aspect of a marketing research study.

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

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

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

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

All of the following are mentioned in the text as disadvantages that are related to unstructured questions EXCEPT:

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

Collecting demographic information that can be used in direct mail campaigns is mentioned in the text as a specific objective of a questionnaire.

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