Question 1

Questions such as "What did you have for lunch a week ago?" are correct questions because consumers are very good at remembering quantities of products consumed.

Accepted Answer

A) True 
 B)False

Question 2

All aspects of the questionnaire should be tested,including question content,wording,sequence,form and layout,question difficulty,and instructions.

Accepted Answer

A) True 
 B)False

Question 3

Pretests are best done by personal interviews,even if the actual survey is to be conducted by mail,telephone,or electronic means.

Accepted Answer

A) True 
 B)False

Question 4

Observational forms should specify the who,what,and when of the behavior to be observed.The forms should also specify all of the items below except

Accepted Answer

A)  way 
B)  why 
C)  where 
D)  whether 
A)  way 
B)  why 
C)  where 
D)  whether

Question 5

"Describe your college experience" and "What is your occupation?" are ________ questions.

Accepted Answer

A)  filter 
B)  dichotomous 
C)  structured 
D)  unstructured 
A)  filter 
B)  dichotomous 
C)  structured 
D)  unstructured

Question 6

The more diversified the respondent group,the more difficult it is to design a single questionnaire that is appropriate for the entire group.

Accepted Answer

A) True 
 B)False

Question 7

Omission,telescoping,and creation are errors that may occur if the respondent has a problem remembering the information asked in the questionnaire.

Accepted Answer

A) True 
 B)False

Question 8

________ that measure familiarity,product use,and past experience should be asked before questions about the topics themselves.

Accepted Answer

A)  Dichotomous questions 
B)  Branching questions 
C)  Filter questions 
D)  Filler questions 
A)  Dichotomous questions 
B)  Branching questions 
C)  Filter questions 
D)  Filler questions

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

The steps in the questionnaire design process are interrelated and the development of a questionnaire will involve some iteration and looping.

Accepted Answer

A) True 
 B)False

Question 11

The inverted funnel is a strategy for ordering questions in a questionnaire in which the sequence starts with the general questions that are followed by progressively specific questions in order to prevent specific questions from biasing general questions.

Accepted Answer

A) True 
 B)False

Question 12

The inverted funnel approach is useful when respondents have no strong feelings or have not formulated a point of view.

Accepted Answer

A) True 
 B)False

Question 13

When determining if a question is necessary,in some situations it may be necessary to ask questions that are not directly related to the information that is needed.Which of the reasons stated below were given in your text as reasons why questions not related to the information needed might be included in the questionnaire?

Accepted Answer

A)  to disguise the purpose or sponsorship of the project 
B)  to generate client support for the project 
C)  to establish involvement and rapport 
D)  all of the above 
A)  to disguise the purpose or sponsorship of the project 
B)  to generate client support for the project 
C)  to establish involvement and rapport 
D)  all of the above

Question 14

A principal disadvantage of unstructured questions is that potential for interviewer bias is high.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is not a reason why a respondent might be unwilling to answer a particular question?

Accepted Answer

A)  The situation or context may not seem appropriate for disclosure. 
B)  The respondent may not be informed. 
C)  Too much effort is required. 
D)  No legitimate purpose or need for the information requested is apparent. 
A)  The situation or context may not seem appropriate for disclosure. 
B)  The respondent may not be informed. 
C)  Too much effort is required. 
D)  No legitimate purpose or need for the information requested is apparent.

Question 16

A questionnaire is an informal set of questions for obtaining information from respondents.

Accepted Answer

A) True 
 B)False

Question 17

What are the guidelines for the placement of branching questions?

Accepted Answer

Placement of branching questions is impo

Questions such as "What did you have for lunch a week ago?" are correct questions because consumers are very good at remembering quantities of products consumed.

All aspects of the questionnaire should be tested,including question content,wording,sequence,form and layout,question difficulty,and instructions.

Pretests are best done by personal interviews,even if the actual survey is to be conducted by mail,telephone,or electronic means.

Observational forms should specify the who,what,and when of the behavior to be observed.The forms should also specify all of the items below except

"Describe your college experience" and "What is your occupation?" are ________ questions.

The more diversified the respondent group,the more difficult it is to design a single questionnaire that is appropriate for the entire group.

Omission,telescoping,and creation are errors that may occur if the respondent has a problem remembering the information asked in the questionnaire.

________ that measure familiarity,product use,and past experience should be asked before questions about the topics themselves.

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

The steps in the questionnaire design process are interrelated and the development of a questionnaire will involve some iteration and looping.

The inverted funnel is a strategy for ordering questions in a questionnaire in which the sequence starts with the general questions that are followed by progressively specific questions in order to prevent specific questions from biasing general questions.

The inverted funnel approach is useful when respondents have no strong feelings or have not formulated a point of view.

A principal disadvantage of unstructured questions is that potential for interviewer bias is high.

Which of the following is not a reason why a respondent might be unwilling to answer a particular question?

A questionnaire is an informal set of questions for obtaining information from respondents.

What are the guidelines for the placement of branching questions?

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

Exam 10: Questionnaire and Form Design

Questions such as "What did you have for lunch a week ago?" are correct questions because consumers are very good at remembering quantities of products consumed.

All aspects of the questionnaire should be tested,including question content,wording,sequence,form and layout,question difficulty,and instructions.

Pretests are best done by personal interviews,even if the actual survey is to be conducted by mail,telephone,or electronic means.

Observational forms should specify the who,what,and when of the behavior to be observed.The forms should also specify all of the items below except

"Describe your college experience" and "What is your occupation?" are ________ questions.

The more diversified the respondent group,the more difficult it is to design a single questionnaire that is appropriate for the entire group.

Omission,telescoping,and creation are errors that may occur if the respondent has a problem remembering the information asked in the questionnaire.

________ that measure familiarity,product use,and past experience should be asked before questions about the topics themselves.

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

The steps in the questionnaire design process are interrelated and the development of a questionnaire will involve some iteration and looping.

The inverted funnel is a strategy for ordering questions in a questionnaire in which the sequence starts with the general questions that are followed by progressively specific questions in order to prevent specific questions from biasing general questions.

The inverted funnel approach is useful when respondents have no strong feelings or have not formulated a point of view.

A principal disadvantage of unstructured questions is that potential for interviewer bias is high.

Which of the following is not a reason why a respondent might be unwilling to answer a particular question?

A questionnaire is an informal set of questions for obtaining information from respondents.

What are the guidelines for the placement of branching questions?

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