Question 1

A questionnaire is a major source of response error.

Accepted Answer

A) True 
 B)False

Question 2

When trying to overcome respondents' unwillingness to answer,the researcher might list the possible responses a respondent might make.More specifically,the list is an effort by the researcher to ________.

Accepted Answer

A)  obtain sensitive information 
B)  increasing the unwillingness of respondents 
C)  reduce the effort required of the respondents 
D)  put the information request in context 
A)  obtain sensitive information 
B)  increasing the unwillingness of respondents 
C)  reduce the effort required of the respondents 
D)  put the information request in context

Question 3

Respondents with responses that are difficult to articulate should be given aids such as pictures,maps,and descriptions to help them articulate their responses.

Accepted Answer

A) True 
 B)False

Question 4

What is the one acute problem of dichotomous questions?

Accepted Answer

A)  There is potential for position bias. 
B)  The response can be influenced by the wording of the question. 
C)  It is difficult to obtain information on alternatives not listed. 
D)  none of the above 
A)  There is potential for position bias. 
B)  The response can be influenced by the wording of the question. 
C)  It is difficult to obtain information on alternatives not listed. 
D)  none of the above

Question 5

According to your test,SurveySite recruited 87 American and Canadian Web sites to participate in a study to determine what design features and experiences make visitors return to a site.The results of the survey found that ________ was the most important factor in determining whether or not a site would receive repeat visit visitors.

Accepted Answer

A)  content 
B)  whether or not the respondent found the site visit enjoyable 
C)  quality of the organization of the site and its degree of uniqueness 
D)  frivolous content 
A)  content 
B)  whether or not the respondent found the site visit enjoyable 
C)  quality of the organization of the site and its degree of uniqueness 
D)  frivolous content

Question 6

Omission error takes place when a respondent "remembers" and event that did not actually occur.

Accepted Answer

A) True 
 B)False

Question 7

Respondents' inability to remember leads to three types of error.Which of the errors listed below is not mentioned in the text as one of the types of errors created by respondents?

Accepted Answer

A)  telescoping 
B)  recall error 
C)  omission error 
D)  creation error 
A)  telescoping 
B)  recall error 
C)  omission error 
D)  creation error

Question 8

According to the guidelines of the Professional Marketing Research Society of Canada,with the exception of ________,questionnaires that take more than ________ minutes to complete are generally considered "overly" long.

Accepted Answer

A)  in-home personal interviews;60 
B)  computer-assisted personal interviews;30 
C)  computer-assisted personal interviews;60 
D)  in-home personal interviews;30 
A)  in-home personal interviews;60 
B)  computer-assisted personal interviews;30 
C)  computer-assisted personal interviews;60 
D)  in-home personal interviews;30

Question 9

In questionnaire design,assigning a code to every conceivable response before data collection is called pre-coding.

Accepted Answer

A) True 
 B)False

Question 10

Two apparently similar ways of posing a question always yields the same information.

Accepted Answer

A) True 
 B)False

Question 11

Research indicates that questions that rely on unaided recall can underestimate the actual occurrence of an event.

Accepted Answer

A) True 
 B)False

Question 12

Most "why" questions about the use of a product or choice alternative involve two aspects: ________ and ________.

Accepted Answer

A)  attributes of the product;how the product is used 
B)  attributes of the product;influences leading to knowledge of the product 
C)  how the product is used;influences leading to knowledge of the product 
D)  none of the above 
A)  attributes of the product;how the product is used 
B)  attributes of the product;influences leading to knowledge of the product 
C)  how the product is used;influences leading to knowledge of the product 
D)  none of the above

Question 13

If a researcher were trying to overcome the unwillingness of respondents to answer by considering the effort required of the respondents,what might he/she do to make the respondent more willing to respond? Develop an example question (showing the incorrect and correct way to best overcome the respondents unwillingness to answer)to clarify your response.

Accepted Answer

The researcher should minimize the effor

Question 14

Respondents that are unwilling to give responses should be given aids such as pictures,maps,and descriptions to help them articulate their responses.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following statements is not a disadvantage of unstructured questions?

Accepted Answer

A)  Unstructured questions are not suitable for self-administered questionnaires. 
B)  Implicitly,unstructured questions give extra weight to respondents who are more articulate. 
C)  Coding of responses is costly and time consuming. 
D)  Unstructured questions have a much less biasing influence on response than structured questions. 
A)  Unstructured questions are not suitable for self-administered questionnaires. 
B)  Implicitly,unstructured questions give extra weight to respondents who are more articulate. 
C)  Coding of responses is costly and time consuming. 
D)  Unstructured questions have a much less biasing influence on response than structured questions.

Question 16

The researcher has the ethical responsibility of designing the questionnaire so as to obtain the required information in a biased manner.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following statements is not a disadvantage of structured questions?

Accepted Answer

A)  Considerable effort is required to design effective multiple choice questions. 
B)  Showing respondents the list of possible answers produces biased responses. 
C)  Coding and processing of data are much less costly and time consuming. 
D)  It is difficult to obtain information on alternatives not listed. 
A)  Considerable effort is required to design effective multiple choice questions. 
B)  Showing respondents the list of possible answers produces biased responses. 
C)  Coding and processing of data are much less costly and time consuming. 
D)  It is difficult to obtain information on alternatives not listed.

Question 18

Which statement is not true about pretests?

Accepted Answer

A)  It is a good practice to employ only experienced interviewers to conduct pretests. 
B)  A variety of interviewers should be used for pretests. 
C)  The project director,the researcher who developed the questionnaire,and other key members of the research team should conduct some pretest interviews. 
D)  To the extent possible,a pretest should involve administering the questionnaire in an environment and context similar to that of the actual survey. 
A)  It is a good practice to employ only experienced interviewers to conduct pretests. 
B)  A variety of interviewers should be used for pretests. 
C)  The project director,the researcher who developed the questionnaire,and other key members of the research team should conduct some pretest interviews. 
D)  To the extent possible,a pretest should involve administering the questionnaire in an environment and context similar to that of the actual survey.

Question 19

The statement "Questions should be specific,not general." pertains to the ________ aspect of questionnaire development.

Accepted Answer

A)  avoid implicit alternatives 
B)  avoid implicit assumptions 
C)  use unambiguous words 
D)  avoid generalizations and estimates 
A)  avoid implicit alternatives 
B)  avoid implicit assumptions 
C)  use unambiguous words 
D)  avoid generalizations and estimates

Question 20

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

Accepted Answer

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

Exam 10: Questionnaire and Form Design

A questionnaire is a major source of response error.

When trying to overcome respondents' unwillingness to answer,the researcher might list the possible responses a respondent might make.More specifically,the list is an effort by the researcher to ________.

Respondents with responses that are difficult to articulate should be given aids such as pictures,maps,and descriptions to help them articulate their responses.

What is the one acute problem of dichotomous questions?

Omission error takes place when a respondent "remembers" and event that did not actually occur.

Respondents' inability to remember leads to three types of error.Which of the errors listed below is not mentioned in the text as one of the types of errors created by respondents?

According to the guidelines of the Professional Marketing Research Society of Canada,with the exception of ________,questionnaires that take more than ________ minutes to complete are generally considered "overly" long.

In questionnaire design,assigning a code to every conceivable response before data collection is called pre-coding.

Two apparently similar ways of posing a question always yields the same information.

Research indicates that questions that rely on unaided recall can underestimate the actual occurrence of an event.

Most "why" questions about the use of a product or choice alternative involve two aspects: ________ and ________.

Respondents that are unwilling to give responses should be given aids such as pictures,maps,and descriptions to help them articulate their responses.

Which of the following statements is not a disadvantage of unstructured questions?

The researcher has the ethical responsibility of designing the questionnaire so as to obtain the required information in a biased manner.

Which of the following statements is not a disadvantage of structured questions?

Which statement is not true about pretests?

The statement "Questions should be specific,not general." pertains to the ________ aspect of questionnaire development.

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

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

Filters

According to the guidelines of the Professional Marketing Research Society of Canada,with the exception of ,questionnaires that take more than minutes to complete are generally considered "overly" long.

Most "why" questions about the use of a product or choice alternative involve two aspects: and .