Question 1

To control for order bias,several forms of the questionnaire should be prepared with the order in which alternatives are listed varied from form to form.

Accepted Answer

A) True 
 B)False

Question 2

A standardized questionnaire or form will ensure comparability of the data,increase speed and accuracy of recording,and facilitate data processing.

Accepted Answer

A) True 
 B)False

Question 3

A ________ describes how the analysis will be structured once the data have been collected.

Accepted Answer

A)  analysis table 
B)  dummy plan 
C)  dummy table 
D)  none of the above 
A)  analysis table 
B)  dummy plan 
C)  dummy table 
D)  none of the above

Question 4

Observational forms and questionnaires require adequate pretesting.

Accepted Answer

A) True 
 B)False

Question 5

Sensitive topics should be placed at the beginning of the questionnaire to get the difficult questions over with.

Accepted Answer

A) True 
 B)False

Question 6

What criteria should the researcher use when deciding whether to use a neutral alternative with dichotomous questions?

Accepted Answer

If a neutral alternative is not included

Question 7

________ 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.

Accepted Answer

A)  Telescoping 
B)  Pretesting 
C)  Posttesting 
D)  Funneling 
A)  Telescoping 
B)  Pretesting 
C)  Posttesting 
D)  Funneling

Question 8

Free-response questions are good as first questions on a topic.

Accepted Answer

A) True 
 B)False

Question 9

Respondents may not be able to respond because they are unable to articulate a response,they may not be informed,or they may not remember.

Accepted Answer

A) True 
 B)False

Question 10

What techniques can the researcher use when trying to overcome a respondent's inability to answer?

Accepted Answer

∙ To determine if respondents are inform

Question 11

________ is information that relates directly to the research problem.

Accepted Answer

A)  Qualifying information 
B)  Classification information 
C)  Identification information 
D)  Basic information 
A)  Qualifying information 
B)  Classification information 
C)  Identification information 
D)  Basic information

Question 12

When developing a questionnaire,to ensure that the information obtained fully addresses all components of the problem,the researcher should ________.

Accepted Answer

A)  have a clear idea of the target population 
B)  review components of the problem and the approach 
C)  prepare a set of dummy tables 
D)  all of the above 
A)  have a clear idea of the target population 
B)  review components of the problem and the approach 
C)  prepare a set of dummy tables 
D)  all of the above

Question 13

The respondents' ability to remember an event is influenced by all of the following except________.

Accepted Answer

A)  the event itself 
B)  the time elapsed since the event 
C)  where you were when the event occurred 
D)  the presence or absence of events that would aid memory 
A)  the event itself 
B)  the time elapsed since the event 
C)  where you were when the event occurred 
D)  the presence or absence of events that would aid memory

Question 14

The researcher can manipulate the context in which the questions are asked so that the questions seem appropriate.

Accepted Answer

A) True 
 B)False

Question 15

Choosing between the questions "Do you think the distribution of soft drinks is adequate?" (Incorrect)and "Do you think soft drinks are readily available when you want to buy them?" (Correct)are examples of situations that pertain to ________.

Accepted Answer

A)  using positive and negative statements 
B)  avoiding leading questions 
C)  using ordinary words 
D)  avoiding ambiguous words 
A)  using positive and negative statements 
B)  avoiding leading questions 
C)  using ordinary words 
D)  avoiding ambiguous words

Question 16

The first step in the questionnaire design process is ________.

Accepted Answer

A)  specify the information needed 
B)  specify the type of interview method 
C)  identify the form and layout 
D)  determine the content of individual questions 
A)  specify the information needed 
B)  specify the type of interview method 
C)  identify the form and layout 
D)  determine the content of individual questions

Question 17

Which of the following statements is not true about unstructured questions?

Accepted Answer

A)  Precoding can overcome some of the disadvantages of unstructured questions. 
B)  Unstructured questions can suffer from order or position bias. 
C)  Open-ended questions are useful as opening questions. 
D)  Open-ended questions are useful in exploratory research. 
A)  Precoding can overcome some of the disadvantages of unstructured questions. 
B)  Unstructured questions can suffer from order or position bias. 
C)  Open-ended questions are useful as opening questions. 
D)  Open-ended questions are useful in exploratory research.

Question 18

The great weakness of questionnaire design is lack of ________.

Accepted Answer

A)  theory 
B)  precision 
C)  consensus 
D)  accuracy 
A)  theory 
B)  precision 
C)  consensus 
D)  accuracy

Question 19

________ are questions 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 questions 
B)  Opening questions 
C)  Multiple choice questions 
D)  Leading questions 
A)  Branching questions 
B)  Opening questions 
C)  Multiple choice questions 
D)  Leading questions

Question 20

Which of the following practices should be avoided when reproducing the questionnaire?

Accepted Answer

A)  Surveys directed at different respondent groups can be reproduced on different colored paper. 
B)  Sideways formatting and splitting should be done to conserve space. 
C)  If the printed questionnaire runs to several pages,it should take the form of a booklet. 
D)  Directions or instructions should be placed as close to the questions as possible. 
A)  Surveys directed at different respondent groups can be reproduced on different colored paper. 
B)  Sideways formatting and splitting should be done to conserve space. 
C)  If the printed questionnaire runs to several pages,it should take the form of a booklet. 
D)  Directions or instructions should be placed as close to the questions as possible.

Exam 10: Questionnaire and Form Design

To control for order bias,several forms of the questionnaire should be prepared with the order in which alternatives are listed varied from form to form.

A standardized questionnaire or form will ensure comparability of the data,increase speed and accuracy of recording,and facilitate data processing.

A ________ describes how the analysis will be structured once the data have been collected.

Observational forms and questionnaires require adequate pretesting.

Sensitive topics should be placed at the beginning of the questionnaire to get the difficult questions over with.

What criteria should the researcher use when deciding whether to use a neutral alternative with dichotomous questions?

________ 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.

Free-response questions are good as first questions on a topic.

Respondents may not be able to respond because they are unable to articulate a response,they may not be informed,or they may not remember.

What techniques can the researcher use when trying to overcome a respondent's inability to answer?

________ is information that relates directly to the research problem.

When developing a questionnaire,to ensure that the information obtained fully addresses all components of the problem,the researcher should ________.

The respondents' ability to remember an event is influenced by all of the following except________.

The researcher can manipulate the context in which the questions are asked so that the questions seem appropriate.

Choosing between the questions "Do you think the distribution of soft drinks is adequate?" (Incorrect)and "Do you think soft drinks are readily available when you want to buy them?" (Correct)are examples of situations that pertain to ________.

The first step in the questionnaire design process is ________.

Which of the following statements is not true about unstructured questions?

The great weakness of questionnaire design is lack of ________.

________ are questions used to guide an interviewer through a survey by directing the interviewer to different spots on the questionnaire depending on the answers given.

Which of the following practices should be avoided when reproducing the questionnaire?

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Casual Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Non Comparative Scaling Techniques

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution, cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

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