Deck 13: Questionnaires and Instruments

Question 1

All of the following question types are asked of the survey participant except _____.

A) classification questions
B) target questions
C) supervisory questions
D) administrative questions
E) disguised questions

Answer 1

D

Question 2

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 _____.

A) avoiding leading questions
B) avoiding biased words
C) presuming knowledge
D) ensuring the right frame of reference
E) providing time for thought

Answer 2

D

Question 3

A(n)_____ describes how the analysis will be structured once the data have been collected.

A) dummy table
B) analysis table
C) analysis flowchart
D) dummy variable
E) branching design

Answer 3

A

Question 4

Which of the following terms is used to refer to questionnaires used in personal interviews?

A) Administrative questions
B) Interview schedules
C) Moderator guides
D) Survey schedules
E) Interview guides

Question 5

A study of donor behavior for the Tsunami Relief Fund seeks to identify participation from consumers through indirect gifts such as purchasing items of which a portion of proceeds will benefit Tsunami victims.Because such purchases do not record whether an individual made the purchase decision as a form of donation,a survey will be used to identify this behavior.In writing the target questions for the study,the instrument designer should be aware of errors arising from the issue of _____.

A) precision
B) time for though
C) sensitive information
D) recall and memory decay
E) presumed knowledge

Question 6

What type of question seeks to group participants' answers so that patterns can be revealed and studied?

A) Classification questions
B) Target questions
C) Supervisory questions
D) Administrative questions
E) Disguised questions

Question 7

What type of questions identifies the participant,interviewer,interview location,and conditions?

A) classification questions
B) Target questions
C) Administrative questions
D) Structured questions
E) Supervisory questions

Question 8

In a question related to approval of President George W.Bush's plan to save social security,the interviewer asks,"Don't you agree that something must be done to save social security?" This question suffers from _____.

A) sensitive information
B) double-barreled question
C) biased wording
D) frame of reference
E) recall and memory decay

Question 9

In which of the following situations should a study's objective be disguised?

A) When the study's objective is unlikely to affect the participants' responses
B) When requesting willingly shared, conscious-level information
C) When requesting reluctantly shared, conscious-level information
D) When requesting knowable, conscious-level information
E) When requesting willingly shared, knowable information

Question 10

What type of question seeks to address the investigative questions of a specific study?

A) classification questions
B) Target questions
C) Supervisory questions
D) Administrative questions
E) Disguised questions

Question 11

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 _____.

A) avoiding leading questions
B) avoiding double-barreled questions
C) choosing shared vocabulary
D) personalizing the questionnaire
E) providing a frame of reference

Question 12

All of the following questions must be answered prior to designing a questionnaire except _____.

A) What type of scale is needed to perform the desired analysis to answer the management question?
B) What data collection mode will be used?
C) Should the question be structured, unstructured, or some combination?
D) Should the questioning be disguised or undisguised?
E) How will the results be translated into managerial recommendations?

Question 13

Which issue related to the design of measurement questions addresses whether it is reasonable to assume that the participant can frame an answer to the question?

A) Precision
B) Frame of reference
C) Time for thought
D) Biased wording
E) Adequate alternatives

Question 14

Which of the following types of data are collected using a classification question?

A) Gender
B) Purchase behavior
C) Attitude toward the brand
D) Personality
E) Behavioral intent

Question 15

A(n)_____ question is one designed to conceal the question's and the study's true purpose.

A) undisguised
B) disguised
C) unstructured
D) structured
E) projective

Question 16

Which of the following questions is not useful for the instrument designer when selecting appropriate question content and writing questions?

A) Should this question be asked?
B) Is the question of proper scope and coverage?
C) Can the participant answer this question as asked?
D) Will the participant willingly answer this question as asked?
E) What data collection mode will be used?

Question 17

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

A) Unstructured questions are not suitable for self-administered questionnaires.
B) Coding of responses is costly and time consuming.
C) Unstructured questions tend to be less biasing influence on response than structured questions.
D) Implicitly, unstructured questions give extra weight to respondents who are more articulate.
E) Unstructured questions require the use of content analysis.

Question 18

When target questions present the participants with a fixed set of choices,they are _____.

A) unstructured
B) undisguised
C) structured
D) disguised
E) open-ended

Question 19

Classification questions seek to _____.

A) identify the participant, interviewer, interview locations, and conditions
B) measure the core investigative questions
C) measure sociological-demographic variables that allow participants' answers to be grouped
D) frame the context of target questions
E) address the primary management issue being studied

Question 20

Which of the following goals should a good survey instrument accomplish?

A) Encourage each participant to provide accurate responses
B) Encourage participants to be succinct in their responses
C) Encourage participants to answer only those questions they are comfortable answering
D) Encourage participants to end the survey when they feel they have contributed enough information
E) Ask as much as possible from the respondents

Question 21

Which form of order bias occurs when a participant tends to choose the last alternative presented as his or her response to a closed-ended question?

A) Recency effect
B) Primacy effect
C) Halo effect
D) Demand effect
E) Leniency

Question 22

Checklists with several items to be considered by respondents may be subject to _____.

A) halo effects
B) leniency effects
C) primacy effects
D) recency effects
E) presumption effects

Question 23

A question that asks "What sources of information do you consider when making purchase decisions?" is a _____ question.

A) rating
B) free-response
C) double-barreled
D) checklist
E) ranking

Question 24

In a study of grocery shopping behavior,one of the questions on the instrument asked,"To what extent are you comfortable with and willing to use self-serve checkout lines at grocery stores?" This question should be redesigned because it is _____.

A) leading
B) sensitive
C) subject to memory decay
D) too general
E) double-barreled

Question 25

Which form of order bias occurs when a participant tends to choose the first alternative presented as his or her response to a closed-ended question?

A) Recency effect
B) Primacy effect
C) Halo effect
D) Demand effect
E) Leniency

Question 26

A measurement question that includes two or more questions in one is said to be _____.

A) double-barreled
B) leading
C) sensitive
D) subjective
E) unfocused

Question 27

In surveys conducted with telephone interviews or in-person interviews,which form of order bias is likely to occur?

A) Recency effect
B) Primacy effect
C) Halo effect
D) Demand effect
E) Leniency

Question 28

In mail and in web-based surveys,which form of order bias is likely to occur?

A) Recency effect
B) Primacy effect
C) Halo effect
D) Demand effect
E) Leniency

Question 29

In a study of grocery shopping behavior,one of the questions asked,"Why do you shop at this grocery store?" The question was a multiple-choice,closed ended question and offered the following response options: a)it is near my home,b)it is on my way home from work,c)the prices are reasonable,d)it offers a good selection,and e)it stocks the items I like to buy.This question should be redesigned because _____.

A) it is double-barreled
B) the response options are not mutually exclusive
C) it suffers from memory decay
D) it requests sensitive information
E) it is too general

Question 30

A measurement question where the participant chooses the words to frame the answer is a _____ question.

A) double-barreled
B) leading
C) free-response
D) structured
E) multiple-choice

Question 31

A measurement question whose wording suggests to the participant the desired answer is a(n)_____ question.

A) double-barreled
B) leading
C) open-ended
D) forced-choice
E) free-response

Question 32

The issue of frame of reference in the design of questions and questionnaires asks _____.

A) does the question contain wording that implies the researcher's desire for the participant to respond in one way rather than another
B) is the question worded from the researcher's perspective or the participant's perspective
C) does the question ask the participant for information that relates to thoughts or activity too far in the participant's past to be remembered
D) does the question use words that have no meaning or a different meaning for the participant
E) is it reasonable to assume that the participant can frame an answer to the question

Question 33

How can an instrument designer counteract biases arising from primacy and recency effects?

A) Randomize the question order
B) Utilize the split-ballot technique
C) Include questions designed to measure a participant's susceptibility to order bias
D) Provide an other option in the response choices
E) All of the above

Question 34

The issue of biased wording in the design of questions asks _____.

A) does the question contain wording that implies the researcher's desire for the participant to respond in one way rather than another
B) is the question worded from the researcher's perspective or the participant's perspective
C) does the question ask the participant for information that relates to thoughts or activity too far in the participant's past to be remembered
D) does the question use words that have no meaning or a different meaning for the participant
E) is it reasonable to assume that the participant can frame an answer to the question

Question 35

The issue of shared vocabulary in the design of questions asks _____.

A) does the question contain wording that implies the researcher's desire for the participant to respond in one way rather than another
B) is the question worded from the researcher's perspective or the participant's perspective
C) does the question ask the participant for information that relates to thoughts or activity too far in the participant's past to be remembered
D) does the question use words that have no meaning or a different meaning for the participant
E) is it reasonable to assume that the participant can frame an answer to the question

Question 36

When a question asks a respondent to recall an experience or decision that happened a long time ago,the data may be affected by _____.

A) the sensitivity of the question
B) memory decay
C) lack of precision
D) an insufficient frame of reference
E) lack of balance

Question 37

Questions in Web surveys often use drop-down boxes as a manner of displaying the response choices for a question.This type of display method is particularly prone to _____.

A) halo effects
B) leniency effects
C) primacy effects
D) recency effects
E) presumption effects

Question 38

Which type of measurement question poses more than two response choices but seeks a single answer?

A) Free-response
B) Open-ended
C) Dichotomous
D) Multiple-choice
E) Checklist

Question 39

The issue of time for thought in the design of questions asks _____.

A) does the question contain wording that implies the researcher's desire for the participant to respond in one way rather than another
B) is the question worded from the researcher's perspective or the participant's perspective
C) does the question ask the participant for information that relates to thoughts or activity too far in the participant's past to be remembered
D) does the question use words that have no meaning or a different meaning for the participant
E) is it reasonable to assume that the participant can frame an answer to the question

Question 40

The issue of memory decay in the design of questions asks _____.

A) does the question contain wording that implies the researcher's desire for the participant to respond in one way rather than another
B) is the question worded from the researcher's perspective or the participant's perspective
C) does the question ask the participant for information that relates to thoughts or activity too far in the participant's past to be remembered
D) does the question use words that have no meaning or a different meaning for the participant
E) is it reasonable to assume that the participant can frame an answer to the question

Question 41

What are the steps in drafting and refining a survey instrument?

Question 42

How many answer choices are provided in a free-response question?

A) 2
B) 3-10
C) 10 or fewer
D) None
E) It depends on the question

Question 43

There are several possible issues that may affect measurement questions.Explain the possible effects of shared vocabulary,biased wording,and adequate alternatives on the quality of resulting data.

Question 44

Every time a Netflix customer returns a DVD,Netflix asks the customer to evaluate the DVD on a scale of one to five.A five means that the customer thoroughly enjoyed the DVD while a one means that the customer hated the DVD.Netflix is using a(n)_____ question to learn customer preferences.

A) administrative
B) checklist
C) ranking
D) rating
E) semantic differential

Question 45

Where in a survey should personal or potentially sensitive questions be placed?

A) At the beginning
B) In the middle
C) Near the end
D) After screen questions
E) It doesn't matter

Question 46

A survey of preferences among frequent air travelers will be conducted at airports nationwide.Prior to asking target questions regarding respondent preferences,which of the following should occur?

A) Screen questions should ensure that participants are frequent air travelers
B) Socio-economic questions should be asked
C) Questions about terrorist concerns should be asked
D) Branching questions can distinguish between frequent air travelers and less frequent travelers
E) Free-response questions should be asked

Question 47

A question that is used to qualify a participant's knowledge about the questions of interest or experience necessary to participate is a(n)_____ question.

A) administrative
B) screen
C) target
D) branched
E) classification

Question 48

A(n)_____ question is a measurement question the sequence of which is determined by the participant's previous answers.

A) administrative
B) screen
C) target
D) branched
E) classification

Question 49

What are the three types of questions that can be used when multiple responses to a single question are desired from the respondent? Explain each type of question.

Question 50

Explain the meaning of pretesting and why instrument designers should pretest questionnaires prior to using them in a study.

Question 51

What type of measurement question is designed to establish rapport with the participant?

A) Screen
B) Branch
C) Target
D) Buffer
E) Administrative

Question 52

Every time a Netflix customer returns a DVD,Netflix asks the customer to evaluate the DVD relative to other DVDs on a scale of one to five.A five means that the customer thought this DVD was better than most others while a one means that the DVD is among the worst.In this example,Netflix is using a(n)_____ question to learn customer preferences.

A) administrative
B) checklist
C) ranking
D) rating
E) semantic differential

Question 53

All of the following can improve participant motivation to respond except _____.

A) developing rapport
B) assuring confidentiality
C) building participant interest in the topic
D) offering an incentive
E) limiting the number of questions asked

Question 54

The term,funnel approach,means to _____ in questionnaire design.

A) begin with general questions to more specific questions
B) branch from buffer questions to target questions
C) begin with buffer questions and end with screen questions
D) move from screen questions to buffer questions to classification questions
E) ask sensitive questions early