Question 1

Computer-assisted questionnaire design software packages offer several advantages.Which of the following is NOT one of those advantages?

Accepted Answer

A)  Are easier,faster,and friendlier than using a word processor
B)  Provide significant functionality
C)  Facilitate data analysis
D)  Ensure unbiased questions D

Question 2

The ________ technique was originated by advertising strategists who wanted to obtain descriptions of groups of consumers as a means of establishing more effective advertising.

Accepted Answer

A)  lifestyle inventory
B)  consumer index
C)  consumer inventory
D)  psychometric inventory A

Question 3

Researchers measure ________,which are the specific features or characteristics of an object that can be used to distinguish it from another object.

Accepted Answer

A)  numbers of customers
B)  properties of objectives
C)  objects of measurements
D)  product types B

Question 4

Marketing researchers describe measures in several different ways.Describe the three measures used by SPSS: nominal,ordinal,and scale.Give examples of each type of measurement.

Accepted Answer

The answer of Marketing researchers describe measures in several different...

Question 5

Measuring subjective properties is difficult;the marketing researcher must adapt or develop rating scale formats that are very clear and used identically by respondents.

Accepted Answer

A) True 
 B)False

Question 6

Constructs are the specific features or characteristics of an object that can be used to distinguish it from another object.

Accepted Answer

A) True 
 B)False

Question 7

The construction of a semantic differential scale begins with the determination of a concept or object to be rated,usually a brand or company with the researcher then selecting bipolar pairs of words or phrases that could be used to describe the object's salient properties.

Accepted Answer

A) True 
 B)False

Question 8

It is not good practice to invent a novel scale format with every questionnaire.

Accepted Answer

A) True 
 B)False

Question 9

Ratio scale measures are ones in which a true zero origin exists.

Accepted Answer

A) True 
 B)False

Question 10

Using"tried and true"standardized scaled-response formats expedites the questionnaire design process by saving time and money;however,it does not offer the opportunity to assess its reliability or validity.

Accepted Answer

A) True 
 B)False

Question 11

________ amounts to scrutinizing the wording of a question to ensure that question bias is minimized and that the question is worded so that respondents understand it and can respond to it with relative ease.

Accepted Answer

A)  Question field testing
B)  Question evaluation
C)  Question bias
D)  Beta testing

Question 12

The process of designing questions and response formats to measure the subjective properties of an object is known as:

Accepted Answer

A)  Scale development.
B)  Property development.
C)  Non-scale development.
D)  Objective scale development.

Question 13

Measurement is not a simple process when measuring objective properties such as physically verifiable characteristics like age,income,number of bottles purchased,store last visited,and so on.

Accepted Answer

A) True 
 B)False

Question 14

Given that it serves all of these functions,the questionnaire is at the center of the research process with questionnaire design directly affecting the quality of the data collected.

Accepted Answer

A) True 
 B)False

Question 15

A Stapel scale relies not on positive and negative numbers but on bipolar terms.

Accepted Answer

A) True 
 B)False

Question 16

A questionnaire is the vehicle used to present the questions the researcher desires respondents to answer.Of the following,which is not one of the functions a questionnaire fulfills?

Accepted Answer

A)  Creates basis for statistical significance
B)  Standardizes those questions and the response categories
C)  Speeds up the process of data analysis
D)  Translates research objectives

Question 17

When a survey displays or asks questions that are appropriate based on the respondent's prior answers,this is known as:

Accepted Answer

A)  Display logic.
B)  Non-response logic.
C)  Answer priority logic.
D)  Skip logic.

Question 18

A questionnaire is the vehicle used to present the questions the researcher desires respondents to answer.Why is the questionnaire at the center of the research? Why does questionnaire design directly affect the quality of the data collected?

Accepted Answer

The answer of A questionnaire is the vehicle used to...

Question 19

There are several parameters regarding the pretest of a questionnaire.Of the following,which is MOST accurate?

Accepted Answer

A)  Pretest participants should be representative of the target population under study.
B)  The client should always approve of and be present for the pretest.
C)  Researcher and client need to agree on a minimum amount of pretests.
D)  The pretest should be conducted on samples from a global and a domestic market.

Question 20

The two most critical aspects of questionnaire organization are the actual flow of questions in the questionnaire body and screening of the respondent.

Accepted Answer

A) True 
 B)False

Exam 8: Understanding Measurement, Developing Questions, and Designing the Questionnaire

Computer-assisted questionnaire design software packages offer several advantages.Which of the following is NOT one of those advantages?

The ________ technique was originated by advertising strategists who wanted to obtain descriptions of groups of consumers as a means of establishing more effective advertising.

Researchers measure ________,which are the specific features or characteristics of an object that can be used to distinguish it from another object.

Marketing researchers describe measures in several different ways.Describe the three measures used by SPSS: nominal,ordinal,and scale.Give examples of each type of measurement.

Measuring subjective properties is difficult;the marketing researcher must adapt or develop rating scale formats that are very clear and used identically by respondents.

Constructs are the specific features or characteristics of an object that can be used to distinguish it from another object.

The construction of a semantic differential scale begins with the determination of a concept or object to be rated,usually a brand or company with the researcher then selecting bipolar pairs of words or phrases that could be used to describe the object's salient properties.

It is not good practice to invent a novel scale format with every questionnaire.

Ratio scale measures are ones in which a true zero origin exists.

Using"tried and true"standardized scaled-response formats expedites the questionnaire design process by saving time and money;however,it does not offer the opportunity to assess its reliability or validity.

________ amounts to scrutinizing the wording of a question to ensure that question bias is minimized and that the question is worded so that respondents understand it and can respond to it with relative ease.

The process of designing questions and response formats to measure the subjective properties of an object is known as:

Measurement is not a simple process when measuring objective properties such as physically verifiable characteristics like age,income,number of bottles purchased,store last visited,and so on.

Given that it serves all of these functions,the questionnaire is at the center of the research process with questionnaire design directly affecting the quality of the data collected.

A Stapel scale relies not on positive and negative numbers but on bipolar terms.

A questionnaire is the vehicle used to present the questions the researcher desires respondents to answer.Of the following,which is not one of the functions a questionnaire fulfills?

When a survey displays or asks questions that are appropriate based on the respondent's prior answers,this is known as:

A questionnaire is the vehicle used to present the questions the researcher desires respondents to answer.Why is the questionnaire at the center of the research? Why does questionnaire design directly affect the quality of the data collected?

There are several parameters regarding the pretest of a questionnaire.Of the following,which is MOST accurate?

The two most critical aspects of questionnaire organization are the actual flow of questions in the questionnaire body and screening of the respondent.