Deck 15: Questionnaire Design

Question 1

Fixed-alternative questions give respondents specific limited-alternative responses and ask them to choose the one closest to their own viewpoints.

Answer 1

True

Question 2

One advantage of open-ended response questions is the possibility that interviewer bias will affect the results.

Answer 2

False
Interviewer bias is a disadvantage.

Question 3

Surveys used in telephone interviews should be written in a conversational style.

Answer 3

True

Question 4

Order bias in questionnaire design frequently occurs when broader questions are asked before specific issues are explored.

Question 5

Open-ended response questions are valuable at the beginning of personal interview sessions.

Question 6

Articulate respondents tend to give shorter answers to open-ended response questions than respondents who are less articulate.

Question 7

For a questionnaire to fulfill a researcher's purposes,the questions must meet the basic criteria of relevance and accuracy.

Question 8

A counterbiasing technique is used with the expectation that two alternative phrasings of the same question will yield a more accurate total response than will a single phrasing.

Question 9

A frequency-determination question allows the respondent to provide multiple answers to a single question.

Question 10

A questionnaire is accurate to the extent that no unnecessary information is collected in order to solve the marketing problem under study.

Question 11

A fixed-alternative question may tempt respondents to check an answer that is more prestigious or socially acceptable than the true answer.

Question 12

Open-ended response questions are frequently used in exploratory research.

Question 13

Fixed-alternative questions require more interviewer skill to administer than open-ended response questions.

Question 14

A loaded question suggests a socially desirable answer or is emotionally charged.

Question 15

A question covering several issues at once is referred to as a leading question.

Question 16

The cost of administering open-ended questions is much lower than that of administering fixed-alternative questions.

Question 17

Accuracy means that the information collected from a questionnaire is valid.

Question 18

There exists a step-by-step process for ensuring accuracy in the wording of questions in surveys.

Question 19

Two consequences of respondents' forgetting the exact details of their behavior are called telescoping and squishing.

Question 20

Question wording and sequence can substantially influence accuracy.

Question 21

What type of question is the following?

A)filter
B)pivot
C)open-ended response
D)determinant-choice

Question 22

"Do you own a cell phone? ____ Yes ____ No" is an example of what type of question?

A)leading
B)simple-dichotomy
C)loaded
D)open-ended response

Question 23

All of the following are disadvantages of open-ended response questions EXCEPT:

A)cost
B)interviewer bias
C)the information provided by responses is not useful to decision makers
D)articulate individuals give a large share of the responses but they may not be representative of the entire population

Question 24

Compared to open-ended response questions,fixed-alternative questions:

A)require less interviewer skill
B)take less time
C)are easier for the respondent to answer
D)all of the above

Question 25

A questionnaire that collects information that is valid is said to be:

A)relevant
B)accurate
C)counterbalanced
D)balanced

Question 26

A radio button is a message box that can be used to provide highlighted information.

Question 27

Which of the following scales is a type of fixed-alternative question?

A)Likert scale
B)Stapel scale
C)semantic differential scale
D)all of the above

Question 28

The paging layout format on an Internet questionnaire (going from screen to screen)greatly facilities skip patterns.

Question 29

What type of question is the following?

A)pivot question
B)filter question
C)checklist question
D)counterbalancing question

Question 30

Dichotomous or multiple-choice alternatives in fixed-alternative questions should not have overlap among categories,which means the categories should be:

A)exhaustive
B)mutually exclusive
C)positively worded
D)balanced

Question 31

"What is your favorite hobby,playing video games,or what?" is an example of what type of question?

A)loaded
B)pivot
C)filter
D)leading

Question 32

Which of the following refers to the extent that all information collected in a questionnaire addresses a research question that will help the decision maker address the current marketing problem?

A)relevant
B)accuracy
C)frequency
D)counterbalanced

Question 33

A question that poses some problem or topic and asks respondents to answer in their own words is called a(n):

A)sentence completion question
B)unbalanced question
C)fixed-alternative question
D)open-ended question

Question 34

"What is your gender? ____ M ____ F" is an example of what type of question?

A)loaded
B)leading
C)fixed-alternative
D)filter

Question 35

A pretest of a questionnaire can help to establish the likely response rate for mail surveys.

Question 36

All of the following are guidelines that help prevent the most common mistakes in designing questions EXCEPT:

A)avoid personal questions
B)avoid complexity
C)avoid leading questions
D)avoid double-barreled questions

Question 37

Asking general questions before specific questions in order to obtain unbiased responses is called the anchoring technique.

Question 38

Another term for fixed-alternative questions is ____ questions.

A)open-ended response
B)closed
C)pivot
D)concise

Question 39

Variable piping software allows variables,such as answers from previous questions,to be inserted into unfolding questions in an Internet survey.

Question 40

"Can you name five brands of tires?" is an example of what type of question?

A)fixed-alternative
B)pivot
C)open-ended response
D)filter

Question 41

An introductory statement or preamble to a potentially embarrassing question that reduces a respondent's reluctance to answer by suggesting that certain behavior is not unusual is called a:

A)filter question
B)lead-in statement
C)split-ballot question
D)counterbiasing statement

Question 42

Asking respondents to remember something without providing any clue is called:

A)unaided recall
B)aided recall
C)recognition
D)cognitive retrieval

Question 43

Which of the following are common ways of displaying questions on a computer screen?

A)drop-down box
B)check boxes
C)open-ended boxes
D)all of the above

Question 44

A bar at the top of the page in an Internet survey that indicates how much of the survey still needs to be completed is known as what type of bar?

A)drop-down
B)radio
C)push
D)status

Question 45

A space-saving device within Internet surveys that allows the respondent to "click here" to see a set of possible choices in a list at that point in the survey is known as a:

A)status box
B)drop-down box
C)radio box
D)status box

Question 46

The idea that the first concept measured on a questionnaire frequently becomes a comparison point from which subsequent questions are evaluated by the respondents,is known as a(n):

A)loaded effect
B)filter effect
C)pretest effect
D)anchoring effect

Question 47

"Should Dillard's keep its excellent department store credit card program? ____ Yes ____ No" is an example of:

A)using a pivot question
B)making assumptions
C)a double-barreled question
D)using a checklist

Question 48

A question such as: "Have you ever received a speeding ticket? ____ Yes ____ No," when followed by a question such as: "When did you receive that ticket?" is an example of what type of question?

A)double-barreled
B)leading
C)filter
D)anchoring

Question 49

When a respondent to an Internet survey has to click on the "NEXT" button at the bottom of the screen in order to continue to answer the questionnaire,this button is what type of button?

A)pull
B)push
C)radio
D)advancement

Question 50

Which technique recommends asking general questions before specific questions in order to obtain unbiased responses?

A)skip logic technique
B)telescoping
C)squishing
D)funnel technique

Question 51

"In light of the current economic crisis,do you agree or disagree that the President of the United States is doing a good job of managing the economy?" is an example of what type of question?

A)counterbalancing
B)order bias
C)double-barreled
D)loaded

Question 52

When half of the respondents are asked to agree or disagree with the statement: "Foreign cars are better made than cars made in the U.S." while the other half of the respondents are asked to agree or disagree with the statement: "Cars made in the U.S.are better made than foreign cars," this is an example of a:

A)pivot question
B)filter question
C)double-barreled question
D)split-ballot technique

Question 53

When respondents think that recent events took place longer ago than they really did,this is called:

A)telescoping
B)squishing
C)faltering
D)misredemption

Question 54

When a respondent in a personal interview is asked questions about shopping at a specific department store in the shopping mall,and then is asked general questions about shopping at that mall,what type of mistake has been made in questionnaire design?

A)filter effect
B)order bias
C)double-barreled effect
D)loaded effect

Question 55

"Do you agree or disagree with the statement: The Federal Reserve Bank and the large U.S.banks are responsible for the high foreclosures on home mortgages" is an example of what type of question?

A)counterbiasing
B)open-ended response
C)counterbalancing
D)double-barreled

Question 56

Which of the following occurs when respondents believe that past events happened more recently than they actually did?

A)telescoping
B)squishing
C)myopic remembering
D)zooming

Question 57

A filter question used to determine which version of a second question that will be asked is called a(n):

A)anchoring question
B)pivot question
C)funneling question
D)piping question

Question 58

Which type of question conserves space on a questionnaire?

A)pivot question
B)funnel question
C)multi-faceted question
D)multiple-grid question

Question 59

In political elections for candidates who are not well-known by many voters,such as judges,it frequently happens that the candidate who is listed first on the ballot receives the most votes,this is an example of a(n):

A)Hawthorne effect
B)self-fulfilling prophecy
C)order bias
D)split-ballot technique

Question 60

Which Internet questionnaire layout presents the entire questionnaire on one page?

A)paging layout
B)scrolling layout
C)continuous layout
D)perpetual layout

Question 61

Which of the following allows variables,such as answers from previous questions,to be inserted into unfolding questions on Internet surveys?

A)variable piping software
B)interactive software
C)error trapping software
D)funneling software

Question 62

In a personal interview,asking general questions before asking specific questions in order to create less bias in the responses is known as the ____________________ technique.

Question 63

A fixed-alternative question which lists ten possible services that could be provided by a local bank and asks respondents to check as many as apply to the question: "Which of the following banking services do you currently use for First City Bank?" is an example of a(n)____________________ question.

Question 64

A fixed-alternative question in which the respondent is asked to check either " _____ Yes or _____ No" is an example of a(n)____________________ question.

Question 65

When a respondent is attempting to subscribe to Southwest Airlines e-mail of flight sales and is presented with a box that says: "You must provide your zip code in order to complete your registration," this is an example of:

A)a double-barreled response
B)error trapping
C)a radio button
D)zoning

Question 66

When a customer is selecting a flight at Southwest Airlines Web site by clicking on a circular icon next to the flight of her choice,this is called a(n)____________________.

Question 67

A question in which the respondent is given a list of possible responses and is asked to choose one of them is an example of a(n)____________________ question.

Question 68

A question that is written in such a way that it really asks two questions at the same time (e.g.two separate ideas separated by "and")is called a(n)____________________ question.

Question 69

When the respondent's answers to previous questions in a questionnaire create a bias in his or her answers to later questions,this is known as ____________________ bias.

Question 70

A live,real-time support feature that solves problems or answers questions respondents may encounter in completing the questionnaire is called a(n):

A)search engine
B)interactive help desk
C)interactive tabulation
D)intervention

Question 71

A question that "screens out" respondents because they do not qualify to answer a subsequent question (e.g."Do you own a DVD player?")is called a(n)____________________ question.

Question 72

A(n)____________________ question allows the respondent to answer the question in a personal interview in his or her own words.

Question 73

A filter question that is used to determine which subsequent question will be asked depending on the respondent's answer to the filter question is called a(n)____________________ question.

Question 74

In an Internet questionnaire,boxes where respondents can type in their own answers to questions are called ____________________.

Question 75

A tabulation of the results of a pretest to help determine whether the questionnaire will meet the objectives of the research is referred to as:

A)preliminary tabulation
B)primary tabulation
C)initial tabulation
D)back translation

Question 76

Questions that suggest or imply a certain answer are called ____________________ questions.

Question 77

A type of fixed-alternative question in which a respondent is asked to select the category that best represents his gross income for the previous year is an example of a(n)____________________ question.

Question 78

When "Out of sight,out of mind" was translated into a foreign language,and then was translated back into English by a language expert in that language to become: "Invisible things are insane," this was an example of:

A)the linguistic effect
B)a loaded question
C)back translation
D)a counterbiasing statement

Question 79

A question that is written in such a way that it arouses strong emotion in the respondent is called a(n)____________________ question.

Question 80

The process of taking a questionnaire that has previously been translated from one language to another and having it translated back again by a second,independent translator is called ____________________.