True/False Questions

1. A questionnaire is a structured technique for data collection that consists of a series of questions, written or verbal, which a respondent answers.

True (moderate, page 288)

2. According to the text, a conversational style should be avoided when writing interviewer-administered questionnaires.

False (easy, page 290)

3. Collecting demographic information that can be used in direct mail campaigns is mentioned in the text as a specific objective of a questionnaire.

False (moderate, page 295)

4. The last step in the questionnaire design process is to reproduce the questionnaire.

False (difficult, page 290)

5. A single question that attempts to cover two issues is called a double-barreled question.

True (moderate, page 292)

6. When respondents are unable to articulate a response to a question, this usually indicates they have no opinion on that topic.

False (moderate, page 294)

7. To increase the likelihood of obtaining sensitive information, such topics should be placed in the middle of the questionnaire.

False (difficult, page 295)

8. Open-ended is a popular form of structured question.

False (moderate, page 296)

9. Open-ended questions that respondents answer in their own words are called unstructured questions.

True (easy, page 296)

10. According to the text, unstructured questions are also referred to as free-response or free-answer questions.

True (moderate, page 296)

11. Dichotomous questions allow the respondent to express their attitudes or opinions without the bias associated with restricting responses to predefined alternatives.

False (moderate, page 298)

12. Open-ended questions are most useful in conclusive research and as opening questions.

False (moderate, page 296)

13. Questions that prespecify the set of response alternatives and the response format are called structured questions.

True (moderate, page 296)

14. In multiple-choice questions, the researcher provides a choice of answers, and respondents are asked to select one or more of the alternatives given.

True (easy, page 297)

15. A respondent's tendency to choose an alternative merely because it occupies a certain position on the page or in a list is called order bias.

True (moderate, page 298)

16. An open-ended question is a structured question with only two response alternatives, such as yes or no.

False (easy, page 298)

17. According to the text, dichotomous questions should be used when the researcher has reason to believe that the respondent thinks of the topic in yes/no terms.

True (moderate, page 298)

18. To avoid problems in question wording, a researcher should use leading questions when designing a questionnaire.

False (difficult, page 301)

19. A researcher should use questions with positive statements only to avoid problems with question wording.

False (moderate, page 302)

20. "Usually," "normally," and "frequently" are examples of words that are oftentimes considered confusing to respondents.

True (easy, page 300)

21. A question that gives the respondent a clue as to what the answer should be is called a leading question.

True (easy, page 301)

22. Problem-solving information is one of the three types of information that is obtained from a questionnaire.

False (moderate, page 303)

23. Basic information is the most important aspect of a marketing research study.

True (moderate, page 303)

24. According to the text, classification information is information that relates directly to the marketing research problem.

False (moderate, page 303)

25. Socioeconomic and demographic characteristics used to categorize respondents are referred to as basic information.

False (moderate, page 303)

26. Identification information is a type of information obtained in a questionnaire that includes name, address, and phone number.

True (moderate, page 303)

27. Classification information is considered most sensitive and, therefore, should appear at the end of the questionnaire.

True (moderate, page 303)

28. A strategy for ordering questions in a questionnaire in which the sequence starts with the general questions, which are followed by progressively more specific questions, in order to prevent specific questions from biasing general questions, is called the funnel approach.

True (moderate, page 304)

29. According to the text, branching questions direct respondents to different places in the questionnaire based on their response to the question at hand.

True (moderate, page 304)

30. A leading question is a question used to guide an interviewer through a survey by directing the interviewer to different spots on the questionnaire depending on the answers given.

False (moderate, page 301)

31. Questions regarding identification information generally come before questions regarding demographics.

False (difficult, page 305)

32. In questionnaire design, assigning a code to every conceivable response before data collection is called precoding.

True (moderate, page 305)

33. Pretesting is the testing of the questionnaire on a small sample of respondents for the purpose of improving the questionnaire by identifying and eliminating potential problems before using it in the actual survey.

True (moderate, page 307)

34. According to the text, pretests are best done by telephone interviews.

False (difficult, page 307)

35. One consistency in conducting cross-national studies is the universal definition of "household" and "household size" across countries of the world.

False (moderate, page 311)

Multiple Choice

36. A(n) ______________ is a structured technique for data collection that consists of a series of questions, written or verbal, which a respondent answers.

a. questionnaire (easy, page 288)

b. observation

c. focus group

d. test market

e. time-series questions

37. All of the following are mentioned in the text as specific objectives of a questionnaire EXCEPT:

a. translate the researcher's information needs into a set of specific questions that respondents are willing and able to answer.

b. minimize demands imposed on respondents.

c. minimize response error.

d. collect demographic information that can be used in later direct mail campaigns. (difficult, page 288)

e. b and d

38. Which of the following is the first step in the questionnaire design process?

a. specify the information needed (difficult, page 290)

b. specify the type of interviewing method

c. determine the content of individual questions

d. decide on the question structure

e. segment the customer base

39. Which of the following is the last step in the questionnaire design process?

a. arrange the questions in proper order

b. eliminate bugs by pretesting (difficult, page 290)

c. identify the form and layout

d. reproduce the questionnaire

e. present the results to the client

40. According to the text, a single question that attempts to cover two issues is called a ______________.

a. filtered question

b. double-barreled question (moderate, page 292)

c. random question

d. coefficient question

e. two-issue query

41. Which of the following is NOT mentioned in the text as a reason people typically cannot answer a survey question?

a. They may not be informed.

b. They may not remember.

c. They may not be able to articulate certain types of responses.

d. All of the selections represent a reason people typically cannot answer a survey question. (difficult, page 293)

E. b and c

42. Initial questions in questionnaires that screen potential respondents to ensure they meet the requirements of the sample are called ______________.

a. double-barreled questions

b. filter questions (moderate, page 293)

c. random questions

d. coefficient questions

e. requirement questions

43. All of the following are mentioned in the text as circumstances in which respondents are likely to refuse to answer a survey question EXCEPT:

a. they may feel there's simply too much effort involved.

b. they may feel that the question serves no legitimate purpose.

c. they may feel that the information is too sensitive.

d. all of the selections represent a circumstance where respondents are likely to refuse to answer a survey question. (difficult, page 294)

E. b and c

44. Which of the following is NOT a popular form of structured questions?

a. multiple-choice

b. dichotomous

c. open-ended (moderate, page 296)

d. scales

e. steady state

45. Open-ended questions that respondents answer in their own words are called ______________.

a. structured questions

b. unstructured questions (moderate, page 296)

c. double-barreled questions

d. filtered questions

e. own-voice questions

46. According to the text, ______________ are also referred to as free-response or free-answer questions.

a. structured questions

b. unstructured questions (moderate, page 296)

c. double-barreled questions

d. filtered questions

e. free-bird questions

47. Which of the following types of questions allow respondents to express their attitudes or opinions without the bias associated with restricting responses to predefined alternatives?

a. multiple-choice questions

b. open-ended questions (moderate, page 296)

c. dichotomous questions

d. structured questions

e. alternative questions

48. All of the following are mentioned in the text as disadvantages that are related to unstructured questions EXCEPT:

a. respondent response limitations. (moderate, page 296)

b. recording error.

c. data coding.

d. added complexity of analysis.

e. a and d

49. Open-ended questions are most useful in ______________ and as opening questions.

a. descriptive research

b. exploratory research (moderate, page 296)

c. conclusive research

d. virtual research

e. confirmatory research

50. Questions that prespecify the set of response alternatives and the response format are called ______________.

a. unstructured questions

b. structured questions (moderate, page 296)

c. open-ended questions

d. double-barreled questions

e. response-alternative questions

51. In ______________, the researcher provides a choice of answers, and respondents are asked to select one or more of the alternatives given.

a. open-ended questions

b. dichotomous questions

c. multiple-choice questions (moderate, page 297)

d. random questions

e. response-alternative questions

52. A respondent's tendency to choose an alternative merely because it occupies a certain position on the page or in a list is called ______________.

a. structured bias

b. random bias

c. order bias (moderate, page 298)

d. systematic bias

e. list bias

53. A(n) ______________ is a structured question with only two response alternatives, such as yes or no.

a. dichotomous question (moderate, page 298)

b. open-ended question

c. multiple-choice question

d. random question

e. yay-nay questions

54. According to the text, ______________ should be used when the researcher has reason to believe that the respondent thinks of the topic in yes/no terms.

a. open-ended questions

b. multiple-choice questions

c. dichotomous questions (moderate, page 298)

d. random questions

e. yay-nay questions

55. All of the following are mentioned in the text as specific guidelines to follow to avoid problems in question wording EXCEPT:

a. use ordinary words.

b. avoid ambiguous words.

c. use leading questions. (difficult, page 299)

d. use positive and negative statements.

e. c and d

56. Which of the following of the 6 W's is NOT particularly well-suited for serving as a guideline for defining the issue in a question?

a. Who

b. What

C. When

d. Where

e. Why (difficult, page 299)

57. Which of the following is NOT a guideline that should be followed to avoid problems in question wording?

a. use positive statements only (difficult, page 302)

b. define the issue

c. use ordinary words

d. avoid ambiguous words

e. avoid leading questions

58. All of the following are examples of words that are often considered confusing to respondents EXCEPT:

a. usually

b. normally

c. frequently

d. definitely (easy, page 300)

E. sometimes

59. A question that gives the respondent a clue as to what the answer should be is called a(n) ______________.

a. filtered question

b. double-barreled question

c. leading question (easy, page 301)

d. open-ended question

e. clue question

60. Which of the following is NOT one of the three types of information that is obtained from a questionnaire?

a. basic information

b. problem-solving information (moderate, page 303)

c. classification information

d. identification information

e. c and d

61. Which of the following types of information is the most important aspect of a marketing research study?

a. basic information (moderate, page 303)

b. classification information

c. problem-solving information

d. identification information

e. quantification information

62. According to the text, ______________ is information that relates directly to the marketing research problem.

a. classification information

b. problem-solving information

c. basic information (moderate, page 303)

d. identification information

e. quantification information

63. Socioeconomic and demographic characteristics used to categorize respondents are referred to as ______________.

a. basic information

b. classification information (moderate, page 303)

c. problem-solving information

d. identification information

e. quantification information

64. ______________ is a type of information obtained in a questionnaire that includes name, address, and phone number.

a. Basic information

b. Classification information

c. Problem-solving information

d. Identification information (easy, page 303)

Date: 2016-01-14; view: 2553