Question 1

When trying to overcome respondents' unwillingness to answer, the researcher might list the possible responses a respondent might make. More specifically, the list is an effort by the researcher to ________.

Accepted Answer

A) increasing the unwillingness of respondents 
B) obtain sensitive information 
C) put the information request in context 
D) reduce the effort required of the respondents

Question 2

Information should be obtained in the following order: basic, identification, classification.

Accepted Answer

A) True 
 B)False

Question 3

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 ________.

Accepted Answer

A) avoiding leading questions 
B) avoiding ambiguous words 
C) using defining the issue 
D) using ordinary words

Question 4

To minimize discomfort, it should be made clear at the beginning of the interview that respondents are not obligated to answer a question that makes them uncomfortable.

Accepted Answer

A) True 
 B)False

Question 5

Protocol analysis and debriefing are two commonly used procedures in pretesting.

Accepted Answer

A) True 
 B)False

Question 6

Most "why" questions about the use of a product or choice alternative involve two aspects: ________ and ________.

Accepted Answer

A) attributes of the product; influences leading to knowledge of the product 
B) attributes of the product; how the product is used 
C) how the product is used; influences leading to knowledge of the product 
D) none of the above

Question 7

________ are questions used to guide an interviewer through a survey by directing the interviewer to different spots on the questionnaire depending on the answers given.

Accepted Answer

A) Leading questions 
B) Branching questions 
C) Opening questions 
D) Multiple choice questions

Question 8

The information that is of the most importance to the research project and should be obtained first is ________.

Accepted Answer

A) qualifying information 
B) identification information 
C) basic information 
D) classification information

Question 9

According to the guidelines of the Professional Marketing Research Society of Canada, with the exception of ________, questionnaires that take more than ________ minutes to complete are generally considered "overly" long.

Accepted Answer

A) in-home personal interviews; 60 
B) computer-assisted personal interviews; 60 
C) in-home personal interviews; 30 
D) computer-assisted personal interviews; 30

Question 10

Typically, a questionnaire is only one element of a data-collection package that might also include all of the following except ________.

Accepted Answer

A) some reward 
B) communication aids 
C) a data code book 
D) fieldwork procedures

Question 11

Which of the words below is an ambiguous word?

Accepted Answer

A) once 
B) never 
C) often 
D) none of the above

Question 12

The inverted funnel approach is useful when respondents have no strong feelings or have not formulated a point of view.

Accepted Answer

A) True 
 B)False

Question 13

Mentioning the sponsor of a project in the question might bias the respondent towards the sponsor.

Accepted Answer

A) True 
 B)False

Question 14

Free-response questions are good as first questions on a topic.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following statements is not an advantage of unstructured questions?

Accepted Answer

A) Unstructured questions are good as first questions on a topic. 
B) Implicitly, unstructured questions give extra weight to respondents who are more articulate. 
C) Unstructured questions have a much less biasing influence on response than structured questions. 
D) Unstructured questions are useful in exploratory research.

Question 16

Respondents may be unwilling to answer a particular question because too much effort is required or they may not remember the information that is being asked.

Accepted Answer

A) True 
 B)False

Question 17

________ is the translation of the desired question content and structure into words that respondents can clearly and easily understand.

Accepted Answer

A) The questionnaire design process 
B) Question wording 
C) Overcoming inability to answer 
D) Determining the content of individual questions

Question 18

Pretests are best done by personal interviews, even if the actual survey is to be conducted by mail, telephone, or electronic means.

Accepted Answer

A) True 
 B)False

Question 19

There is evidence that the response to a question is influenced by the directionality of the question.

Accepted Answer

A) True 
 B)False

Question 20

"What is your occupation?" is a free-answer question.

Accepted Answer

A) True 
 B)False

Exam 10: Questionnaire and Form Design

When trying to overcome respondents' unwillingness to answer, the researcher might list the possible responses a respondent might make. More specifically, the list is an effort by the researcher to ________.

Information should be obtained in the following order: basic, identification, classification.

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 ________.

To minimize discomfort, it should be made clear at the beginning of the interview that respondents are not obligated to answer a question that makes them uncomfortable.

Protocol analysis and debriefing are two commonly used procedures in pretesting.

Most "why" questions about the use of a product or choice alternative involve two aspects: and .

________ are questions used to guide an interviewer through a survey by directing the interviewer to different spots on the questionnaire depending on the answers given.

The information that is of the most importance to the research project and should be obtained first is ________.

According to the guidelines of the Professional Marketing Research Society of Canada, with the exception of , questionnaires that take more than minutes to complete are generally considered "overly" long.

Typically, a questionnaire is only one element of a data-collection package that might also include all of the following except ________.

Which of the words below is an ambiguous word?

The inverted funnel approach is useful when respondents have no strong feelings or have not formulated a point of view.

Mentioning the sponsor of a project in the question might bias the respondent towards the sponsor.

Free-response questions are good as first questions on a topic.

Which of the following statements is not an advantage of unstructured questions?

Respondents may be unwilling to answer a particular question because too much effort is required or they may not remember the information that is being asked.

________ is the translation of the desired question content and structure into words that respondents can clearly and easily understand.

Pretests are best done by personal interviews, even if the actual survey is to be conducted by mail, telephone, or electronic means.

There is evidence that the response to a question is influenced by the directionality of the question.

"What is your occupation?" is a free-answer question.