Question 1

Which of the following types of questions would have the highest cost associated with its interpretation and tabulation?

Accepted Answer

A) open ended 
B) dichotomous 
C) multiple choice 
D) scaled response 
E) The cost would be equal for all. 
A) open ended 
B) dichotomous 
C) multiple choice 
D) scaled response 
E) The cost would be equal for all. A

Question 2

A researcher who wants to know consumers' perceptions of the taste and temperature of a restaurant's food should combine these attributes into a single question.

Accepted Answer

A) True 
 B)False  False

Question 3

Which of the following is not characteristic of the questionnaire?

Accepted Answer

A) formalized schedule for collecting data 
B) a unique control device in the data collection process 
C) survey instrument 
D) set of questions designed to generate data for specific objectives 
E) All are characteristic of the questionnaire. 
A) formalized schedule for collecting data 
B) a unique control device in the data collection process 
C) survey instrument 
D) set of questions designed to generate data for specific objectives 
E) All are characteristic of the questionnaire. E

Question 4

Which of the following is a reason for increased costs of survey research?

Accepted Answer

A) premature termination of the interview 
B) adding a security screener 
C) trying to reach a qualified respondent 
D) None of the above are reasons for increased costs of survey research. 
E) All of the above are reasons for increased costs of survey research. 
A) premature termination of the interview 
B) adding a security screener 
C) trying to reach a qualified respondent 
D) None of the above are reasons for increased costs of survey research. 
E) All of the above are reasons for increased costs of survey research.

Question 5

Suppose the major attributes for iPad-type devices are as follows: 1)ability to download books;2)ability to connect to the Internet;3)backlit non-glare screens that you can read outside on a sunny day;4)priced under $250;and 5)ability to dock with a jump drive.Management wants to know which attributes are considered most important by potential consumers.Construct a question to meet such an objective.

Accepted Answer

There are several possibilities but prob

Question 6

"In the space below,please write down your three favorite flavors of ice cream" is an example of what type of question?

Accepted Answer

A) scaled response 
B) dichotomous 
C) open ended 
D) closed ended 
E) none of the above 
A) scaled response 
B) dichotomous 
C) open ended 
D) closed ended 
E) none of the above

Question 7

_______________ integrates responses from a question into later questions.

Accepted Answer

A) piping 
B) editing 
C) branching 
D) coding 
A) piping 
B) editing 
C) branching 
D) coding

Question 8

Which of the following is not specifically part of the questionnaire evaluation process?

Accepted Answer

A) evaluating questionnaire length 
B) the necessity of each of the questions 
C) getting approval from a client 
D) whether questions are needed to accomplish research objectives 
E) All are part of the questionnaire evaluation process. 
A) evaluating questionnaire length 
B) the necessity of each of the questions 
C) getting approval from a client 
D) whether questions are needed to accomplish research objectives 
E) All are part of the questionnaire evaluation process.

Question 9

"First National Bank is…..progressive ____|____|____|____|____ backward" is which of the following question formats?

Accepted Answer

A) scaled response 
B) dichotomous 
C) open ended 
D) closed ended 
E) none of the above 
A) scaled response 
B) dichotomous 
C) open ended 
D) closed ended 
E) none of the above

Question 10

Which type of question would be located in the screener?

Accepted Answer

A) transitional 
B) warm up 
C) demographic 
D) qualifying 
E) none of the above 
A) transitional 
B) warm up 
C) demographic 
D) qualifying 
E) none of the above

Question 11

When a questionnaire asks the respondent to skip question 4 if they answered "no" to question 3,this is an example of _______.

Accepted Answer

A) piping 
B) editing 
C) branching 
D) coding 
E) none of the above 
A) piping 
B) editing 
C) branching 
D) coding 
E) none of the above

Question 12

Going through each question to ensure that skip patterns are followed and that required questions are answered is _______.

Accepted Answer

A) coding 
B) scaling 
C) editing 
D) closing 
E) none of the above 
A) coding 
B) scaling 
C) editing 
D) closing 
E) none of the above

Question 13

It is important for surveys to include supervisor's instructions in order to assist the _______.

Accepted Answer

A) client 
B) field services firm 
C) respondent 
D) none of the above 
A) client 
B) field services firm 
C) respondent 
D) none of the above

Question 14

In a survey,there should never be a model introduction/opening and closing.

Accepted Answer

A) True 
 B)False

Question 15

Probes fall into three distinct categories.What are the categories?

Accepted Answer

A) Proactive,reactive,inactive 
B) Proactive,reactive,spontaneous 
C) Reactive,active,spontaneous 
D) Proactive,spontaneous,inactive 
A) Proactive,reactive,inactive 
B) Proactive,reactive,spontaneous 
C) Reactive,active,spontaneous 
D) Proactive,spontaneous,inactive

Question 16

Screening questions are used to determine if someone is qualified to participate in a study.

Accepted Answer

A) True 
 B)False

Question 17

Which type of question does not allow the researcher to perform statistical analysis?

Accepted Answer

A) closed ended 
B) multiple choice 
C) open-ended 
D) dichotomous 
A) closed ended 
B) multiple choice 
C) open-ended 
D) dichotomous

Question 18

A lower incidence population would cost more money to reach than a higher incidence population.

Accepted Answer

A) True 
 B)False

Question 19

Open-ended questions,by their nature,do not need to be coded for data analysis.

Accepted Answer

A) True 
 B)False

Question 20

Closed-ended questions require less time to prepare for data processing than open-ended questions.

Accepted Answer

A) True 
 B)False

Exam 12: A: Questionnaire Design

Which of the following types of questions would have the highest cost associated with its interpretation and tabulation?

A researcher who wants to know consumers' perceptions of the taste and temperature of a restaurant's food should combine these attributes into a single question.

Which of the following is not characteristic of the questionnaire?

Which of the following is a reason for increased costs of survey research?

"In the space below,please write down your three favorite flavors of ice cream" is an example of what type of question?

_______________ integrates responses from a question into later questions.

Which of the following is not specifically part of the questionnaire evaluation process?

"First National Bank is…..progressive ____|____|____|____|____ backward" is which of the following question formats?

Which type of question would be located in the screener?

When a questionnaire asks the respondent to skip question 4 if they answered "no" to question 3,this is an example of _______.

Going through each question to ensure that skip patterns are followed and that required questions are answered is _______.

It is important for surveys to include supervisor's instructions in order to assist the _______.

In a survey,there should never be a model introduction/opening and closing.

Probes fall into three distinct categories.What are the categories?

Screening questions are used to determine if someone is qualified to participate in a study.

Which type of question does not allow the researcher to perform statistical analysis?

A lower incidence population would cost more money to reach than a higher incidence population.

Open-ended questions,by their nature,do not need to be coded for data analysis.

Closed-ended questions require less time to prepare for data processing than open-ended questions.

The Role of Marketing Research in Management Decision Making

A: The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

A: The Marketing Research Industry and Research Ethics

Problem Definition,exploratory Research,and the Research Process

A: Problem Definition and the Research Process

Secondary Data and Databases

A: Secondary Data and Databases

Qualitative Research

A: Qualitative Research

Traditional Survey Research

A: Traditional Survey Research

Online Marketing Research

A: Online Marketing Research

Primary Data Collection: Observation

A: Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

A: Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

A: The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

A: Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

A: Basic Sampling Issues

Sample Size Determination

A: Sample Size Determination

Data Processing and Fundamental Data Analysis

A: Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

A: Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

A: Bivariate Correlation and Regression

Multivariate Data Analysis

A: Multivariate Data Analysis

Communicating the Research Results

A: Communicating the Research Results

Managing Marketing Research

A: Managing Marketing Research

Filters

"First National Bank is…..progressive |||| backward" is which of the following question formats?