Question 1

________ is the translation of the desired question content and structure into words that respondents can clearly and easily understand.

Accepted Answer

A)  Question wording 
B)  Overcoming inability to answer 
C)  Determining the content of individual questions 
D)  The questionnaire design process 
A)  Question wording 
B)  Overcoming inability to answer 
C)  Determining the content of individual questions 
D)  The questionnaire design process

Question 2

Qualifying questions should not serve as opening questions.

Accepted Answer

A) True 
 B)False

Question 3

A ________ is a question that gives the respondent a clue as to what answer is desired or leads the respondent to answer in a certain way.

Accepted Answer

A)  structured question 
B)  implicit alternative 
C)  filter question 
D)  leading question 
A)  structured question 
B)  implicit alternative 
C)  filter question 
D)  leading question

Question 4

________ refer to open-ended questions that respondents answer in their own words.

Accepted Answer

A)  Branching questions 
B)  Dichotomous questions 
C)  Structured questions 
D)  Unstructured questions 
A)  Branching questions 
B)  Dichotomous questions 
C)  Structured questions 
D)  Unstructured questions

Question 5

Another name for questionnaire is schedule instrument.

Accepted Answer

A) True 
 B)False

Question 6

When developing a questionnaire,if the researcher is asking him/herself if the word means what he/she intended;if it has any other meanings;if the word has more than one pronunciation;or if a simpler phrase is suggested,then he/she is probably concerned with ________.

Accepted Answer

A)  avoiding leading questions 
B)  using ordinary words 
C)  avoiding ambiguous words 
D)  using defining the issue 
A)  avoiding leading questions 
B)  using ordinary words 
C)  avoiding ambiguous words 
D)  using defining the issue

Question 7

Which of the following is not an objective of a questionnaire?

Accepted Answer

A)  A questionnaire must be easy to use. 
B)  A questionnaire should minimize response error. 
C)  A questionnaire must uplift,motivate,and encourage the respondent to become involved in the interview,to cooperate,and to complete the interview. 
D)  A questionnaire must translate the information needed into a set of specific questions that the respondents can and will answer. 
A)  A questionnaire must be easy to use. 
B)  A questionnaire should minimize response error. 
C)  A questionnaire must uplift,motivate,and encourage the respondent to become involved in the interview,to cooperate,and to complete the interview. 
D)  A questionnaire must translate the information needed into a set of specific questions that the respondents can and will answer.

Question 8

Opening questions should be used to get at the purpose of the questionnaire quickly.

Accepted Answer

A) True 
 B)False

Question 9

Experiments on mail questionnaires for census of population revealed what about questionnaire form and layout?

Accepted Answer

A)  Instructions printed in red made little difference except that they made the questionnaire appear more complicated to the respondents. 
B)  Sensitive information placed at the end of the questionnaire was answered more frequently than sensitive information placed elsewhere. 
C)  Questions at the top of the page received more attention than those placed at the bottom. 
D)  Both A and C are correct. 
A)  Instructions printed in red made little difference except that they made the questionnaire appear more complicated to the respondents. 
B)  Sensitive information placed at the end of the questionnaire was answered more frequently than sensitive information placed elsewhere. 
C)  Questions at the top of the page received more attention than those placed at the bottom. 
D)  Both A and C are correct.

Question 10

The type of method influences questionnaire design.Considering how the questionnaire is administered under each method,which method is most appropriate if lengthy,complex,and varied questions need to be asked?

Accepted Answer

A)  telephone interview 
B)  Internet questionnaire 
C)  personal interview 
D)  mail questionnaire 
A)  telephone interview 
B)  Internet questionnaire 
C)  personal interview 
D)  mail questionnaire

Question 11

Information should be obtained in the following order: basic,identification,classification.

Accepted Answer

A) True 
 B)False

Question 12

An alternative that is not explicitly expressed in the options is an explicit alternative.

Accepted Answer

A) True 
 B)False

Question 13

"What is your occupation?" is a free-answer question.

Accepted Answer

A) True 
 B)False

Question 14

The responses obtained from the pretest should be coded and analyzed.

Accepted Answer

A) True 
 B)False

Question 15

Which statement is correct concerning the effect on subsequent questions?

Accepted Answer

A)  The inverted funnel approach is particularly useful when information has to be obtained about respondents' general choice behavior and their evaluations of specific products. 
B)  As a rule of thumb,general questions should precede specific questions to prevent specific questions from biasing responses to general questions. 
C)  The inverted funnel approach is useful when respondents have no strong feelings or have not formulated a point of view. 
D)  All are correct. 
A)  The inverted funnel approach is particularly useful when information has to be obtained about respondents' general choice behavior and their evaluations of specific products. 
B)  As a rule of thumb,general questions should precede specific questions to prevent specific questions from biasing responses to general questions. 
C)  The inverted funnel approach is useful when respondents have no strong feelings or have not formulated a point of view. 
D)  All are correct.

Question 16

All questions on a questionnaire should contribute to the information needed or serve some specific purpose.

Accepted Answer

A) True 
 B)False

Question 17

Deciding if a question is necessary or if several questions are needed rather than one are decisions involved with ________.

Accepted Answer

A)  choosing question structure 
B)  individual question content 
C)  determining the order of scales 
D)  choosing question wording 
A)  choosing question structure 
B)  individual question content 
C)  determining the order of scales 
D)  choosing question wording

Question 18

When developing questions,the researcher should avoid leading questions like "What is your favorite brand of toothpaste?"

Accepted Answer

A) True 
 B)False

Question 19

Discuss at least three things that the researcher who is developing a questionnaire can do to increase the willingness of the respondent to answer.

Accepted Answer

Using the following techniques may encou

Question 20

"Do you think Coca-Cola is a tasty and refreshing soft drink?" is an example of a ________.

Accepted Answer

A)  double-barreled question 
B)  dichotomous question 
C)  structured question 
D)  branching question 
A)  double-barreled question 
B)  dichotomous question 
C)  structured question 
D)  branching question

Exam 10: Questionnaire and Form Design

________ is the translation of the desired question content and structure into words that respondents can clearly and easily understand.

Qualifying questions should not serve as opening questions.

A ________ is a question that gives the respondent a clue as to what answer is desired or leads the respondent to answer in a certain way.

________ refer to open-ended questions that respondents answer in their own words.

Another name for questionnaire is schedule instrument.

When developing a questionnaire,if the researcher is asking him/herself if the word means what he/she intended;if it has any other meanings;if the word has more than one pronunciation;or if a simpler phrase is suggested,then he/she is probably concerned with ________.

Which of the following is not an objective of a questionnaire?

Opening questions should be used to get at the purpose of the questionnaire quickly.

Experiments on mail questionnaires for census of population revealed what about questionnaire form and layout?

The type of method influences questionnaire design.Considering how the questionnaire is administered under each method,which method is most appropriate if lengthy,complex,and varied questions need to be asked?

Information should be obtained in the following order: basic,identification,classification.

An alternative that is not explicitly expressed in the options is an explicit alternative.

"What is your occupation?" is a free-answer question.

The responses obtained from the pretest should be coded and analyzed.

Which statement is correct concerning the effect on subsequent questions?

All questions on a questionnaire should contribute to the information needed or serve some specific purpose.

Deciding if a question is necessary or if several questions are needed rather than one are decisions involved with ________.

When developing questions,the researcher should avoid leading questions like "What is your favorite brand of toothpaste?"

Discuss at least three things that the researcher who is developing a questionnaire can do to increase the willingness of the respondent to answer.

"Do you think Coca-Cola is a tasty and refreshing soft drink?" is an example of a ________.

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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