Deck 8: Understanding Measurement, developing Questions, and Designing the Questionnaire

Question 1

Which type of scale measure contains bipolar descriptors such as "hot-cold," "wet-dry," "convenient-inconvenient," and so on?

A)constant sum scale
B)lifestyle inventory
C)semantic differential scale
D)graphic intensity
E)agreement scale

Answer 1

C

Question 2

Which of the following scale measures is good for assessing store,company,or brand images because profiles may be generated to easily depict the image?

A)constant sum scale
B)lifestyle inventory
C)semantic differential scale
D)image analysis scale
E)image profile scale

Answer 2

C

Question 3

A question that asks the age of a respondent in years would be scaled as:

A)nominal.
B)ordinal.
C)interval.
D)ratio.
E)rank-order.

Answer 3

D

Question 4

Which of the following scale types best defines a scale measure in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric continuum for each of a series of statements?

A)semantic differential scale
B)nominal scale
C)Likert scale
D)bipolar scale
E)lifestyle inventory

Question 5

The halo effect is best avoided by:

A)doing a couple of things wrong during the entire research project.
B)flipping favorable and unfavorable endpoints on different scale items.
C)flipping "bad" scales to the back of the survey to encourage a good response before the respondents get to the bad questions.
D)using only percentage scales.
E)using only closed-ended questions.

Question 6

When the intent is to measure psychological properties of consumers (such as attitudes,opinions,and so on)which exist on a continuum in the mind of the respondent,________ is the most useful type of measure.

A)ordinal scale
B)nominal scale
C)interval scale
D)ratio scale
E)unassumed interval scale

Question 7

Which of the following is defined as determining if and how much of a property is possessed by an object?

A)scale level
B)attributes of properties
C)subjective and objective properties
D)measurement
E)intensity determination

Question 8

Which type of scale measure takes into account the values and personality traits of people as reflected in their unique activities,interests,and opinions toward their work,leisure time,and purchases?

A)intensity series scale
B)lifestyle inventory
C)semantic differential scale
D)AIO scale
E)graphic intensity scale

Question 9

If a question is designed to measure a construct,for example,"intentions to buy a new product," and the question appears to ask this in a straightforward manner,the measurement would be said to have:

A)reliability.
B)validity.
C)face validity.
D)appearance value.
E)internal reliability.

Question 10

Which of the following best illustrates the concept of reliability of measurement?

A)the tendency to respond in the same manner to different questions
B)the ability of the measurement to elicit an identical or very similar response from the same person with successive administrations
C)the ability to repeat the same response time and again to different questions
D)a measure that is truthful
E)a measurement that is relative to what actually is

Question 11

If we were measuring age,income,height,number of bottles purchased,and so on,we would be measuring:

A)objective properties.
B)subjective properties.
C)objective objects.
D)subjective objects.
E)objective subjects.

Question 12

Which characteristic is associated only with ratio scales?

A)description
B)order
C)distance
D)origin
E)label

Question 13

Which of the following refers to a scale having a true zero beginning point?

A)nominal
B)ordinal
C)interval
D)ratio
E)neutral

Question 14

Some researchers believe that a mid-point,or neutral position,should NOT be included in a scale question because:

A)it violates the statistical assumption of symmetry.
B)it creates an odd number.
C)it allows respondents to dodge or hide their feelings.
D)it creates a problem in trying to code the scale items.
E)it creates a problem in terms of how you value the mid-point in the calculation of statistics.

Question 15

Researchers measure:

A)properties of objects.
B)numbers of customers.
C)objects of measurements.
D)objects of properties.
E)types of products.

Question 16

Scale development is designing questions and response formats to measure:

A)objective properties.
B)subjective properties.
C)objective characteristics.
D)subjective objects.
E)rank order of properties.

Question 17

Which single characteristic is unique to a nominal type of measurement?

A)description
B)order
C)distance
D)origin
E)numbers

Question 18

Age,income,gender,and interest in buying product X would all be considered ________ of the consumer,or object.

A)descriptions
B)properties
C)subjective descriptors
D)objectives descriptors
E)commonalities

Question 19

If the distance between 2 - 3 and 6 - 7 on a scale are equal,the scale would likely be at least:

A)nominal.
B)ordinal.
C)interval.
D)ratio.
E)equal.

Question 20

A question that asks how much you would be willing to pay in annual premium for a $100,000 life insurance policy would be scaled as:

A)nominal.
B)ordinal.
C)interval.
D)ratio.
E)an origin.

Question 21

Which of the following statements is most accurate in terms of the questionnaire development process?

A)Clients will not be involved until there has been considerable development and evaluation by the researcher.
B)Clients typically work with researchers on the initial drafts.
C)Clients do not get involved with the questionnaire because it is the domain of the professional researcher.
D)Clients typically devise questionnaires by themselves because they are closest to the research problem.
E)Clients design each question,and then send it to the researcher for approval.

Question 22

Which is the best interpretation of question bias?

A)the ability of a question's wording or format to influence respondents' answers
B)the ability of a question's wording to change a research project's objectives
C)questions being developed that have neither neutral nor positive positions
D)when a respondent is biased against a particular question
E)when a respondent is biased against a certain type of scale

Question 23

"What are the considerations that would come to your mind while you are confronted with the decision to have some type of repair done on the automatic icemaker in your refrigerator,assuming that you noticed it was not making ice cubes as well as it did when you first bought it?" violates which question wording guideline?

A)focused
B)brief
C)general
D)elaborate
E)complete

Question 24

Which of the following is true and should be remembered when developing questions?

A)Once the client and researcher agree on what needs to be asked,wording a question is easy.
B)As long as the question contains words we commonly use in speaking,there will be no bias.
C)Respondents will not use literal interpretations to answer questions.
D)A single word can make a difference in how respondents respond to a question.
E)The word "anybody" is always safe to use in question development.

Question 25

Which one of the following is NOT a function of a questionnaire?

A)standardizes questions and response categories
B)translates the research objectives into specific questions
C)serves as a permanent record of the research
D)fosters cooperation with respondents
E)creates alpha levels to be used in conducting tests of statistical significance

Question 26

Which of the following questions shows poor wording?

A)Do you always buy audio products from Bose?
B)How often do you buy audio products from Bose?
C)To what extent is price a concern for you?
D)What other audio companies did you consider when you purchased your stereo?
E)How often do you consult Consumer Reports when considering a major purchase?

Question 27

Which type of validity is concerned with the degree to which a measurement "looks like" it is measuring that which it is intended?

A)face validity
B)predictive validity
C)convergent validity
D)discriminant validity
E)relative validity

Question 28

In terms of developing questions,your text identified several "shoulds" of question wording.Which of the following is NOT a "should"?

A)The question should be focused on a single issue or topic.
B)The question should be brief.
C)The question should attempt to cover as many topics as possible in order to reduce the questionnaire's length.
D)The question should be grammatically simple.
E)The questions should be crystal clear.

Question 29

Which of the following is the wrong way to ask if someone has viewed an episode of Lost?

A)Have you ever seen Lost?
B)Do you always watch Lost?
C)Have you never watched Lost?
D)Have you ever watched and recorded an episode of Lost?
E)All of the above should be avoided.

Question 30

Validity is best illustrated by which of the following?

A)accuracy or truthfulness of the measurement
B)the extent to which the reliability coefficient approaches 1.0
C)the ability to repeat measurements
D)tendency to respond in the same manner to different questions
E)tendency to respond in the same manner to the same questions

Question 31

Research questions do NOT measure which of the following?

A)attitudes
B)beliefs
C)behaviors
D)ideas
E)demographics

Question 32

A leading question is one that:

A)is used to begin the questionnaire and must be carefully worded for ease of response and also for interest.
B)is used to begin the questionnaire and should address the key issue of the research project in case respondents refuse to answer further questions.
C)is worded in such a way that gives the respondent a clue as to how to answer and should be avoided.
D)is worded in such a way that gives the respondent a clue as to how to answer and should be used to help the researcher achieve the desired results.
E)all of the above

Question 33

Which of the following is NOT a leading question?

A)As a Cadillac owner,you are satisfied with your car,aren't you?
B)Have you heard about the satellite radio system everyone is talking about?
C)Don't you see any problems with using your credit card for online purchases?
D)Wouldn't you like to purchase one of the new video games?
E)Do you see any problems with carrying cash while on vacation?

Question 34

The question "Don't you see any problem with using your credit card online?" is a:

A)clear and focused question.
B)loaded question.
C)leading question.
D)double-barreled question.
E)compound question.

Question 35

A loaded question is a question that:

A)asks the same thing over and over.
B)places undue emphasis on some aspect of the topic.
C)is two different questions posed as one.
D)has buried word elements that make references to universal beliefs.
E)uses words that most respondents would not understand.

Question 36

Regarding client approval of a questionnaire:

A)it serves to let the client understand the technical aspects of the research.
B)it serves as a check that the researcher is still in tune with the survey's objectives.
C)when signed by the client,it means that the questionnaire should not be changed for any reason,even if it performs poorly in the pretest.
D)client approval of the questionnaire is carried out at the original signing of the agreement to conduct research but it merely gives the researcher approval to use a questionnaire as clients should not be involved in approving the final questionnaire developed by expert researchers.
E)client approval is merely a legal requirement,and researchers do not encourage clients to review a questionnaire prior to its approval.

Question 37

Which of the following answers represents the four guidelines of question wording?

A)focused,simple,complete,crystal clear
B)general,simple,brief,crystal clear
C)focused,simple,brief,crystal clear
D)focused,elaborate,brief,crystal clear
E)general,simple,complete,crystal clear

Question 38

Which of the following is the most accurate statement regarding the importance of the questionnaire in the research process?

A)Relatively speaking,the questionnaire is unimportant in the marketing research process.
B)Not only is the questionnaire a very important ingredient,but its design affects the quality of the data collected;even experienced interviewers cannot compensate for questionnaire defects.
C)The questionnaire is tied with the written report as being the most important item in the marketing research process.
D)Not only is the questionnaire a very important ingredient,but its design affects the quality of the data collected,though experienced interviewers often compensate for questionnaire defects.
E)Questionnaire design is the most important step in the marketing research process.

Question 39

What happens immediately prior to client approval during the questionnaire development process?

A)Data is gathered.
B)Questions are formulated for the next section of the questionnaire.
C)The questionnaire is revised.
D)The questionnaire is finalized.
E)A pretest is conducted.

Question 40

Which of the following statements is most accurate in terms of the questionnaire development process?

A)There is no process;a questionnaire is simply prepared based upon the research objectives.
B)The process is undertaken by the researcher,and the client does not view the questionnaire until after the collection of data to avoid biased questions.
C)The process consists of several steps,but is an iterative process meaning that revisions occur often during the process.
D)Once the process begins,there is no changing it.
E)none of the above

Question 41

"Are you satisfied with the restaurant's food and service?" is an example of what kind of question?

A)double-barreled
B)overstated
C)leading
D)loaded
E)focused

Question 42

A double-barreled question is one that:

A)achieves two objectives efficiently.
B)has two subjects and two verbs.
C)poses two different questions in one question and should be used whenever possible to save space.
D)poses two different questions in one question and should be avoided.
E)feels like an attack on the respondent.

Question 43

In terms of locating types of questions on the questionnaire,which of the following is true?

A)Warm-ups come first,followed by screens,followed by classification questions.
B)Warm-ups are first,transitions are second,and classification questions are last.
C)Screens are first,warm-ups second,and classification questions are last.
D)Complicated and difficult to answer questions must be avoided altogether.
E)Demographic questions should be avoided because they might offend respondents.

Question 44

A typical computer-assisted questionnaire design program will assist the designer by offering computerized menus for design issues such as:

A)the type of question format.
B)the number of response categories.
C)whether multiple responses are to be used.
D)if skip questions are to be used.
E)All of the above features are typically offered.

Question 45

Classification questions are:

A)usually put in the middle of the questionnaire and are used to classify respondents into various groups for purposes of analysis.
B)usually put at the beginning of the questionnaire and are used to classify respondents into various groups for purposes of analysis.
C)usually put at the end of the questionnaire and are used to classify respondents into various groups for purposes of analysis.
D)usually put at the end of the questionnaire and are used to classify the questions themselves,so that report writing is made easier after data collection and analysis are complete.
E)usually put at the beginning of the questionnaire and are used to classify the questions themselves,so that report writing is made easier after data collection and analysis are complete.

Question 46

Questionnaire organization refers to:

A)the way questionnaires are organized in a filing system.
B)the sequence of statements and questions that make up a questionnaire.
C)organizations mainly existing to construct questionnaires.
D)determining if the question looks right.
E)the clarity of a question.

Question 47

An overstated question is one that:

A)asks the same thing over and over.
B)is two different questions posed as one.
C)places undue emphasis on some aspect of the topic.
D)cues the respondent how to answer.
E)uses words that most respondents would not understand.

Question 48

An incentive may be used to encourage respondent participation.This means that the respondent's name is known by the researcher but will not be divulged to a third party,namely the client:

A)respondent/client indemnity.
B)anonymity.
C)confidentiality.
D)"ghost respondent agreement."
E)respondent protection.

Question 49

Questionnaire organization has the potential to:

A)affect the quality of the information gathered.
B)motivate respondents to be conscientious.
C)discourage respondents.
D)cause respondents to stop answering questions.
E)all of the above

Question 50

The only time coding is NOT fairly straightforward is when:

A)there are many questions on the questionnaire.
B)any time scaled-response questions are used.
C)there are questions for which there may be multiple responses.
D)closed-ended questions are used.
E)both open-ended and closed-ended questions are used.

Question 51

Which of the following is NOT included in the introduction part of the questionnaire?

A)identification of the sponsor/researcher
B)the purpose of the survey
C)explanation of how the respondent was selected
D)demographic questions
E)request for participation

Question 52

Which of the following is an overstated question?

A)How much would you pay for sunglasses that will protect your eyes?
B)How much would you pay for shoes with a cushioning gel in them?
C)How much would you pay for a child's swimsuit that has a built-in flotation device?
D)How much do you think you would pay for a car with features that would save your life and possibly the lives of your family members,if you were in a car accident?
E)How much would you pay for a PDA that also provides Internet access?

Question 53

Which is true regarding questionnaire design and computer technology?

A)There has been little progress toward integrating questionnaire design and new computer technology;the only advance has been achieved through word processing programs.
B)The field is very advanced;no one designs questionnaires any longer without the aid of computer software designed for this purpose.
C)Some companies have bridged the gap between basic word processing and the finished,polished questionnaire;their products are referred to as computer-assisted questionnaire design programs.
D)Very few computer-assisted questionnaire design programs allow for publication to the Internet.
E)Computer-assisted questionnaire design is difficult and time consuming.

Question 54

"All that apply" questions are questions that:

A)ask respondents to pick more than one item from a list of possible responses.
B)allow respondents to respond in any way they wish.
C)ask respondents to apply ideas.
D)encourage respondents to find connections between concepts.
E)ask respondents to pick one item from a list of possible responses.

Question 55

In question development,face validity means that:

A)the respondent can put a face on the interviewer.
B)the interviewer can see the respondent to determine if the respondent is telling the truth.
C)the respondent will answer the same way repeatedly.
D)other researchers believe the question looks right.
E)the question gives the respondent a bad feeling.

Question 56

Coding questions refers to:

A)placing numbers on the questionnaire to facilitate data entry after the survey has been conducted.
B)predetermining the responses;this makes report writing easier because the report may be started early,although it is recognized that it will have to be modified once the true results are reported.
C)coding is no longer used;it has been replaced totally by automated,computerized interviewing software.
D)analysis methods for scaled-response questions only.
E)conducting a dry run of the survey to see which questions "work".

Question 57

The major reason to disguise a survey is:

A)to encourage response;if respondents don't think they are participating in a survey they are more likely to participate.
B)dependent upon the research objectives;the identity of the sponsor may bias the results.
C)that it takes time and respondents do not care.
D)to violate the "Do not call" rule.
E)to avoid providing incentives.

Question 58

The question,"Because the Founding Fathers of the United States provided citizens the right to keep and bear arms in the Bill of Rights,shouldn't you be against gun control legislation?" is:

A)a loaded question.
B)a question that will trigger confusion.
C)a double-barreled question.
D)appropriate if you are "for" gun control legislation.
E)appropriate if you are "against" gun control legislation.

Question 59

Screening questions are used to:

A)increase reliability by screening out respondents with inconsistent answers.
B)shield the true purpose of a question from a respondent.
C)determine whether or not a potential respondent qualifies to take part in a survey based on certain selection criteria the researcher has deemed essential.
D)increase response rates by screening out unlikely respondents.
E)ensure that certain results will be achieved by choosing your respondents.

Question 60

"Now,for the next few questions,I want to ask about your family's TV viewing habits" is an example of a:

A)screen.
B)transition.
C)demographic question.
D)warm-up.
E)complicated question.

Question 61

Ratio scales are easy for respondents to understand as they are in dollars,times,years,or some other
familiar denomination.

Question 62

A scale that is simply "yes" or "no" is said to have origin.

Question 63

A valid measure is one in which a respondent answers in the same or in a very similar manner to
an identical or nearly identical question.

Question 64

Categorical scales represent scales that are either nominal or ordinal.

Question 65

Which of the following is most accurate regarding the pretest of the questionnaire?

A)The client should always be present for the pretest.
B)At least five pretests should be conducted.
C)The pretest should be conducted on a small sample.
D)The pretest should be conducted on a small and representative sample.
E)As many respondents as possible should be used in a pretest.

Question 66

A reliable measure is one that is truthful.

Question 67

When a scale has a "true zero" point,it is a nominal scale.

Question 68

We attempt to measure the properties - sometimes called attributes or qualities - of objects.

Question 69

A scale that asks consumers the extent to which they agree or disagree with the statement that Levi's 501s are good looking is a modified Likert scale.

Question 70

The lifestyle inventory is a special application of the modified Likert scale.It measures activities,interests,and opinions using the Likert question form.

Question 71

Subjective properties are observable and tangible.

Question 72

All scale measures must have a middle,neutral response option.

Question 73

When the distances between scale descriptors are absolute and known,the scale is referred to as an assumed interval scale.

Question 74

A consumer likes the restaurant Red Lobster and answers "Very Satisfied" to a survey about many dimensions of the restaurant without really paying attention to each specific dimension,such as price,product quality,atmosphere,and so on.This is an example of what is known as the halo effect.

Question 75

Different cultures tend to respond differently to scales,and a scale developed in Western culture may not be automatically transferred to other cultures.

Question 76

Scale development is a process used by marketing researchers to adapt rating scale formats which facilitate consistent translation of unobservable constructs.

Question 77

The terms "greater than" or "less than" are most commonly used in ordinal scale measurement techniques.

Question 78

One of the appealing aspects of the semantic differential scale is that the researcher may compute averages and plot them on the scale.This creates a "profile" of the object being measured - store,brand,and so on.

Question 79

Because every research project is different,it is wise to develop a new and novel scale format to suit the particular needs of the existing situation.

Question 80

A valuable byproduct of using the same scale in global marketing research is that cultural response biases can be identified and adjustments can be made.