Deck 12: A: Questionnaire Design

Question 1

Which type of question would be located in the screener?

A)transitional
B)warm up
C)demographic
D)qualifying
E)none of the above

Answer 1

A

Question 2

Which of the following is not specifically part of the questionnaire evaluation process?

A)evaluating questionnaire length
B)the necessity of each of the questions
C)getting approval from a client
D)whether questions are needed to accomplish research objectives
E)All are part of the questionnaire evaluation process.

Answer 2

C

Question 3

"First National Bank is…..progressive ____|____|____|____|____ backward" is which of the following question formats?

A)scaled response
B)dichotomous
C)open ended
D)closed ended
E)none of the above

Answer 3

A

Question 4

A proper layout for a questionnaire is needed to:

A)make it attractive to the respondent.
B)elicit answers that are more carefully thought out and detailed.
C)impose standardization on the questionnaire.
D)compensate for poorly worded questions.
E)all of the above

Question 5

"In the space below,please write down your three favorite flavors of ice cream" is an example of what type of question?

A)scaled response
B)dichotomous
C)open ended
D)closed ended
E)none of the above

Question 6

Which of the following is a reason for increased costs of survey research?

A)premature termination of the interview
B)adding a security screener
C)trying to reach a qualified respondent
D)None of the above are reasons for increased costs of survey research.
E)All of the above are reasons for increased costs of survey research.

Question 7

Which of the following is not part of the criteria for a good questionnaire?

A)considers the respondent
B)considers the computer hardware tabulating the results
C)provides decision-making information
D)meets data-processing requirements
E)All are part of the criteria for a good questionnaire.

Question 8

Which of the following is an incorrect statement concerning questionnaire layout?

A)Position threatening or sensitive questions last.
B)Allow plenty of space for open-ended questions.
C)Always place demographics questions at the beginning.
D)Position questions that require the most effort in the middle.
E)None of the above is an incorrect statement.

Question 9

A screening question is used to:

A)identify the right type of question for the final questionnaire.
B)check for respondent bias.
C)identify appropriate respondents for the survey.
D)both (b)and (c)
E)none of the above

Question 10

Which of the following is not characteristic of open-ended questions?

A)ease of coding and tabulation of results
B)respondents get to reply in their own words
C)answers based on respondent's frame of reference
D)can be used to interpret closed-ended questions
E)all of the above are characteristic of open-ended questions

Question 11

Which of the following is not characteristic of the questionnaire?

A)formalized schedule for collecting data
B)a unique control device in the data collection process
C)survey instrument
D)set of questions designed to generate data for specific objectives
E)All are characteristic of the questionnaire.

Question 12

When a questionnaire asks the respondent to skip question 4 if they answered "no" to question 3,this is an example of _______.

A)piping
B)editing
C)branching
D)coding
E)none of the above

Question 13

Which of the following is not a true statement concerning questionnaire development and the Internet?

A)It can be used to facilitate questionnaire development.
B)There is specialized software for online questionnaire development and implementation.
C)Questionnaires can be delivered to potential respondents via email.
D)Questionnaires can be posted on the market researcher's website.
E)All of the above are true.

Question 14

When a question has only two possible choices,it is referred to as a _____________question.

A)dichotomous
B)qualitative
C)multiple choice
D)scaled-response
E)none of the above

Question 15

Going through each question to ensure that skip patterns are followed and that required questions are answered is _______.

A)coding
B)scaling
C)editing
D)closing
E)none of the above

Question 16

What type of question is the following?
Which of the following age categories best describes your age?
____0-18 ____19-24 ____25-34 ____35 and over

A)dichotomous question
B)open-ended question
C)multiple choice question
D)scaled question
E)none of the above

Question 17

Which of the following questions potentially biases the respondents?

A)"We are conducting a study concerning the high quality of First National Bank services"
B)"Do you shop at a lower class store like Wal-Mart?"
C)"How satisfied are you with McDonald's food quality and location?"
D)(a)and (b)
E)all of the above

Question 18

Probing is especially important when using:

A)dichotomous questions.
B)open-ended questions.
C)closed ended questions.
D)multiple choice questions.
E)none of the above

Question 19

"Do you own a cell phone? ____YES ____NO" is an example of which type of question format?

A)scaled response
B)dichotomous
C)open ended
D)closed ended
E)none of the above

Question 20

Which type of question does not allow the researcher to perform statistical analysis?

A)closed ended
B)multiple choice
C)open-ended
D)dichotomous

Question 21

Screening questions are used to determine if someone is qualified to participate in a study.

Question 22

Which of the following types of questions would have the highest cost associated with its interpretation and tabulation?

A)open ended
B)dichotomous
C)multiple choice
D)scaled response
E)The cost would be equal for all.

Question 23

Questions that are sensitive and may embarrass the respondent should be positioned at the ___________ of the survey.

A)beginning
B)middle
C)end
D)Such questions should not be asked at all.
E)None of the above are correct.

Question 24

Closed-ended questions require less time to prepare for data processing than open-ended questions.

Question 25

A yes-no question is an example of a dichotomous question.

Question 26

_______________ integrates responses from a question into later questions.

A)piping
B)editing
C)branching
D)coding

Question 27

Once the questionnaire has been designed and pretested,the researcher can decide on how the data will be collected.

Question 28

One of the characteristics that separates multiple choice questions from scaled questions is that scaled questions attempt to capture the intensity of the respondent's feelings.

Question 29

Survey objectives should utilize abbreviations and slang.

Question 30

The pretest of a questionnaire would not be done for:

A)getting the respondent's reaction to the questionnaire.
B)checking for the appropriateness of the sample of respondents.
C)checking for misinterpretations by respondents.
D)checking for potentially biasing questions.
E)All of the above would be part of a pretest.

Question 31

In the questionnaire design process,what is the first step?

A)Determine the data-collection method
B)Determine the question response format
C)Decide on question wording
D)Determine the survey objectives,resources,and constraints

Question 32

It is important for surveys to include supervisor's instructions in order to assist the _______.

A)client
B)field services firm
C)respondent
D)none of the above

Question 33

Probes fall into three distinct categories.What are the categories?

A)Proactive,reactive,inactive
B)Proactive,reactive,spontaneous
C)Reactive,active,spontaneous
D)Proactive,spontaneous,inactive

Question 34

Counterbiasing statements are typically made near the beginning of a survey.

Question 35

Preparing the final questionnaire copy is the last step in the questionnaire design process.

Question 36

Which of the following would not be a good practice regarding question sequencing?

A)general questions at the end
B)general questions at the beginning
C)sensitive questions at the end
D)questions requiring work in the middle
E)none of the above

Question 37

A researcher wants to develop a questionnaire that asks users of the product different questions than non-users.What technique should s/he use to accomplish this?

A)open-ended questions
B)piping
C)branching
D)non-response

Question 38

__________ is achieved by avoiding ambiguous terminology,using reasonable,vernacular language adjusted to the target group,and asking only one question at a time.

A)Leadership
B)Clarity
C)Precision
D)None of the above

Question 39

A questionnaire developed for adults should not be modified for a study with children.

Question 40

In the marketing research process,the questionnaire precedes survey objectives and comes after data analysis.

Question 41

Today,Facebook can be used as a survey research platform.

Question 42

Laddering interviews are typically used to provide an in-depth understanding of how consumers relate to a brand by delving into hidden,preconscious factors that influence purchase.

Question 43

Why do open-ended questions require more time (and money)to evaluate than closed-ended questions?

Question 44

Open-ended questions,by their nature,do not need to be coded for data analysis.

Question 45

In a survey,there should never be a model introduction/opening and closing.

Question 46

In questionnaire design,what is a "skip pattern?" Provide an example to illustrate your answer.

Question 47

Open-ended questions provide more detailed information than scaled questions.

Question 48

A researcher who wants to know consumers' perceptions of the taste and temperature of a restaurant's food should combine these attributes into a single question.

Question 49

Suppose the major attributes for iPad-type devices are as follows: 1)ability to download books;2)ability to connect to the Internet;3)backlit non-glare screens that you can read outside on a sunny day;4)priced under $250;and 5)ability to dock with a jump drive.Management wants to know which attributes are considered most important by potential consumers.Construct a question to meet such an objective.

Question 50

When writing a questionnaire,it is often effective to use industry jargon.

Question 51

What are Field Management Companies and when are they cost effective?

Question 52

What is the make and model of your present car? __________________

Question 53

A lower incidence population would cost more money to reach than a higher incidence population.