Business Research Ch 13

Which of the following is a guideline for designing mobile questionnaires? A. Ask as many questions as is needed to cover the target topics. B. Use rating scale grids that require scrolling. C. Use free-response questions D. Limit answer choice lists on multiple-choice questions. E. None of the above is a guideline for mobile questionnaires.

D. Limit answer choice lists on multiple-choice questions.

Which of the following types of data are collected using a classification question? A. Gender B. Purchase behavior C. Attitude toward the brand D. Personality E. Behavioral intent

A. Gender

In surveys conducted with telephone interviews or in-person interviews, which form of order bias is likely to occur? A. Recency effect B. Primacy effect C. Halo effect D. Demand effect E. Leniency

A. Recency effect

A measurement question that includes two or more questions in one is said to be _____. A. double-barreled B. leading C. sensitive D. subjective E. unfocused

A. double-barreled

Which of the following statements is not a disadvantage of unstructured questions? A. Unstructured questions are not suitable for self-administered questionnaires. B. Coding of responses is costly and time consuming. C. Unstructured questions tend to be less biasing influence on response than structured questions. D. Implicitly, unstructured questions give extra weight to respondents who are more articulate. E. Unstructured questions require the use of content analysis.

C. Unstructured questions tend to be less biasing influence on response than structured questions.

In a question related to approval of President Obama's plan for immigration reform, the interviewer asks, "Don't you agree that something must be done to change immigration laws?" This question suffers from _____. A. sensitive information B. double-barreled question C. biased wording D. frame of reference E. recall and memory decay

C. biased wording

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 _____. A. avoiding leading questions B. avoiding double-barreled questions C. choosing shared vocabulary D. personalizing the questionnaire E. providing a frame of reference

C. choosing shared vocabulary

Questions in Web surveys often use drop-down boxes as a manner of displaying the response choices for a question. This type of display method is particularly prone to _____. A. halo effects B. leniency effects C. primacy effects D. recency effects E. presumption effects

C. primacy effects

Every time a RedBox customer returns a movie, RedBox sends an email that asks the customer to evaluate the movie relative to other movies previously rented on a scale of 1 to 5. A 5 means that the customer thought this movie was better than most others previously rented while a 1 means that the movie is among the worst rented. In this example, RedBox is using a(n) _____ question to learn customer preferences. A. administrative B. checklist C. ranking D. rating E. semantic differential

C. ranking

When target questions present the participants with a fixed set of choices, they are _____. A. unstructured B. undisguised C. structured D. disguised E. open-ended

C. structured

The issue of shared vocabulary in the design of questions asks _____. A. does the question contain wording that implies the researcher's desire for the participant to respond in one way rather than another B. is the question worded from the researcher's perspective or the participant's perspective C. does the question ask the participant for information that relates to thoughts or activity too far in the participant's past to be remembered D. does the question use words that have no meaning or a different meaning for the participant E. is it reasonable to assume that the participant can frame an answer to the question

D. does the question use words that have no meaning or a different meaning for the participant

Every time a Netflix customer rents a movie, Netflix asks the customer to evaluate the movie on a scale of 1 to 5. A 5 means that the customer thoroughly enjoyed the movie while a 1 means that the customer hated the movie. Netflix is using a(n) _____ question to learn customer preferences. A. administrative B. checklist C. ranking D. rating E. semantic differential

D. rating

Which of the following questions is not useful for the instrument designer when selecting appropriate question content and writing questions? A. Should this question be asked? B. Is the question of proper scope and coverage? C. Can the participant answer this question as asked? D. Will the participant willingly answer this question as asked? E. What data collection mode will be used?

E. What data collection mode will be used?

What are the steps in drafting and refining a survey instrument?

Instrument design is a multi-step process. It involves the following steps: 1) Develop the participant-screening process; 2) Arrange the measurement sequence; 3) Prepare and insert instructions for the interviewer or participant including termination instructions, skip instructions, and probes; 4) Create and insert a conclusion; and 5) Pretest the instrument.

Which form of order bias occurs when a participant tends to choose the last alternative presented as his or her response to a closed-ended question? A. Recency effect B. Primacy effect C. Halo effect D. Demand effect E. Leniency

A. Recency effect

A measurement question whose wording suggests to the participant the desired answer is a(n) _____ question. A. double-barreled B. leading C. open-ended D. forced-choice E. free-response

B. leading

What type of question seeks to group participants' answers so that patterns can be revealed and studied? A. Classification questions B. Target questions C. Supervisory questions D. Administrative questions E. Disguised questions

A. Classification questions

Which of the following goals should a good survey instrument accomplish? A. Encourage each participant to provide accurate responses B. Encourage participants to be succinct in their responses C. Encourage participants to answer only those questions they are comfortable answering D. Encourage participants to end the survey when they feel they have contributed enough information E. Ask as much as possible from the respondents

A. Encourage each participant to provide accurate responses

Dichotomous questions are appropriate when ___. A. Respondent defines answer choices as mutually exclusive B. Respondent would clarify their choice (e.g. under specific conditions, A; other conditions, B, etc.) C. Respondent doesn't have a clear choice among the answer choices D. Respondent views answer choices as too extreme

A. Respondent defines answer choices as mutually exclusive

The issue of biased wording in the design of questions asks _____. A. does the question contain wording that implies the researcher's desire for the participant to respond in one way rather than another B. is the question worded from the researcher's perspective or the participant's perspective C. does the question ask the participant for information that relates to thoughts or activity too far in the participant's past to be remembered D. does the question use words that have no meaning or a different meaning for the participant E. is it reasonable to assume that the participant can frame an answer to the question

A. does the question contain wording that implies the researcher's desire for the participant to respond in one way rather than another

A(n) _____ describes how the analysis will be structured once the data have been collected. A. dummy table B. analysis table C. analysis flowchart D. dummy variable E. branching design

A. dummy table

Which of the following syndromes affecting respondent honesty involves the respondent not having the ability to predict his or her future behavior with any certainty? A. unconscious decision maker B. ignoramus C. self-delusionist D. disengager E. none of the above

A. unconscious decision maker

Which of the following terms is used to refer to questionnaires used in personal interviews? A. Administrative questions B. Interview schedules C. Moderator guides D. Survey schedules E. Interview guides

B. Interview schedules

In mail and in web-based surveys, which form of order bias is likely to occur? A. Recency effect B. Primacy effect C. Halo effect D. Demand effect E. Leniency

B. Primacy effect

Which form of order bias occurs when a participant tends to choose the first alternative presented as his or her response to a closed-ended question? A. Recency effect B. Primacy effect C. Halo effect D. Demand effect E. Leniency

B. Primacy effect

What type of question seeks to address the investigative questions of a specific study? A. classification questions B. Target questions C. Supervisory questions D. Administrative questions E. Disguised questions

B. Target questions

A(n) _____ question is one designed to conceal the question's and the study's true purpose. A. undisguised B. disguised C. unstructured D. structured E. projective

B. disguised

Which of the following syndromes affecting respondent honesty involves the respondent giving a politically correct answer to a sensitive target question? A. peacock B. pleaser C. ignoramus D. disengager E. none of the above

B. pleaser

What type of questions identifies the participant, interviewer, interview location, and conditions? A. classification questions B. Target questions C. Administrative questions D. Structured questions E. Supervisory questions

C. Administrative questions

Which issue related to the design of measurement questions addresses whether it is reasonable to assume that the participant can frame an answer to the question? A. Precision B. Frame of reference C. Time for thought D. Biased wording E. Adequate alternatives

C. Time for thought

In which of the following situations should a study's objective be disguised? A. When the study's objective is unlikely to affect the participants' responses B. When requesting willingly shared, conscious-level information C. When requesting reluctantly shared, conscious-level information D. When requesting knowable, conscious-level information E. When requesting willingly shared, knowable information

C. When requesting reluctantly shared, conscious-level information

A measurement question where the participant chooses the words to frame the answer is a _____ question. A. double-barreled B. leading C. free-response D. structured E. multiple-choice

C. free-response

Which of the following syndromes affecting respondent honesty involves the respondent's adaptation of their answers in an attempt to play the system (e.g., claiming group membership to earn higher compensation for participation)? A. peacock B. pleaser C. gamer D. disengager E. none of the above

C. gamer

Which of the following is NOT a guideline for designing mobile questionnaires? A. Use drop-down boxes for longer answer choice lists to questions. B. Keep the question text short in all questions. C. Limit free-response questions. D. Ask 10 or fewer questions. E. All of the above are guidelines for mobile questionnaires.

E. All of the above are guidelines for mobile questionnaires.

All of the following can improve participant motivation to respond except _____. A. developing rapport B. assuring confidentiality C. building participant interest in the topic D. offering an incentive E. limiting the number of questions asked

E. limiting the number of questions asked

Which type of measurement question poses more than two response choices but seeks a single answer? A. Free-response B. Open-ended C. Dichotomous D. Multiple-choice E. Checklist

D. Multiple-choice

A(n) _____ question is a measurement question the sequence of which is determined by the participant's previous answers. A. administrative B. screen C. target D. branched E. classification

D. branched

All of the following question types are asked of the survey participant except _____. A. classification questions B. target questions C. supervisory questions D. administrative questions E. disguised questions

D. administrative questions

A survey of preferences among frequent air travelers will be conducted at airports nationwide. Prior to asking target questions regarding respondent preferences, which of the following should occur? A. Screen questions should ensure that participants are frequent air travelers B. Socio-economic questions should be asked C. Questions about terrorist concerns should be asked D. Branching questions can distinguish between frequent air travelers and less frequent travelers E. Free-response questions should be asked

A. Screen questions should ensure that participants are frequent air travelers

Funnel approach in questionnaire design means to ____. A. begin with general questions to more specific questions B. branch from buffer questions to target questions C. begin with buffer questions and end with screen questions D. move from screen questions to buffer questions to classification questions E. ask sensitive questions early

A. begin with general questions to more specific questions

How can an instrument designer counteract biases arising from primacy and recency effects? A. Randomize the question order B. Utilize the split-ballot technique C. Include questions designed to measure a participant's susceptibility to order bias D. Provide an other option in the response choices E. All of the above

B. Utilize the split-ballot technique

The issue of frame of reference in the design of questions and questionnaires asks _____. A. does the question contain wording that implies the researcher's desire for the participant to respond in one way rather than another B. is the question worded from the researcher's perspective or the participant's perspective C. does the question ask the participant for information that relates to thoughts or activity too far in the participant's past to be remembered D. does the question use words that have no meaning or a different meaning for the participant E. is it reasonable to assume that the participant can frame an answer to the question

B. is the question worded from the researcher's perspective or the participant's perspective

When a question asks a respondent to recall an experience or decision that happened a long time ago, the data may be affected by _____. A. the sensitivity of the question B. memory decay C. lack of precision D. an insufficient frame of reference E. lack of balance

B. memory decay

A question that is used to qualify a participant's knowledge about the questions of interest or experience necessary to participate is a(n) _____ question. A. administrative B. screen C. target D. branched E. classification

B. screen

In a study of grocery shopping behavior, one of the questions asked, "Why do you shop at this grocery store?" The question was a multiple-choice, closed ended question and offered the following response options: a) it is near my home, b) it is on my way home from work, c) the prices are reasonable, d) it offers a good selection, and e) it stocks the items I like to buy. This question should be redesigned because _____. A. it is double-barreled B. the response options are not mutually exclusive C. it suffers from memory decay D. it requests sensitive information E. it is too general

B. the response options are not mutually exclusive

Where in a survey should personal or potentially sensitive questions be placed? A. At the beginning B. In the middle C. Near the end D. After screen questions E. It doesn't matter

C. Near the end

The issue of memory decay in the design of questions asks _____. A. does the question contain wording that implies the researcher's desire for the participant to respond in one way rather than another B. is the question worded from the researcher's perspective or the participant's perspective C. does the question ask the participant for information that relates to thoughts or activity too far in the participant's past to be remembered D. does the question use words that have no meaning or a different meaning for the participant E. is it reasonable to assume that the participant can frame an answer to the question

C. does the question ask the participant for information that relates to thoughts or activity too far in the participant's past to be remembered

Classification questions seek to _____. A. identify the participant, interviewer, interview locations, and conditions B. measure the core investigative questions C. measure sociological-demographic variables that allow participants' answers to be grouped D. frame the context of target questions E. address the primary management issue being studied

C. measure sociological-demographic variables that allow participants' answers to be grouped

A study of donor behavior for the International Red Cross seeks to identify participation from consumers through indirect gifts such as purchasing items of which a portion of proceeds will benefit disaster victims. Because such purchases do not record whether an individual made the purchase decision as a form of donation, a survey will be used to identify this behavior. In writing the target questions for the study, the instrument designer should be aware of errors arising from the issue of _____. A. precision B. time for though C. sensitive information D. recall and memory decay E. presumed knowledge

C. sensitive information

What type of measurement question is designed to establish rapport with the participant? A. Screen B. Branch C. Target D. Buffer E. Administrative

D. Buffer

How many answer choices are provided in a free-response question? A. 2 B. 3-10 C. 10 or fewer D. None E. It depends on the question

D. None

A question that asks "What sources of information do you consider when making purchase decisions?" is a _____ question. A. rating B. free-response C. double-barreled D. checklist E. ranking

D. checklist

Which of the following syndromes affecting respondent honesty involves the respondent giving a quick, possibly false answer to a probing target question? A. unconscious decision maker B. pleaser C. self-delusionist D. disengager E. none of the above

D. disengager

Choosing between the questions "Do you think the distribution of soft drinks is adequate?" (Incorrect) and "Do you think soft drinks are readily available when you want to buy them?" (Correct) are examples of situations that pertain to _____. A. avoiding leading questions B. avoiding biased words C. presuming knowledge D. ensuring the right frame of reference E. providing time for thought

D. ensuring the right frame of reference

Checklists with several items to be considered by respondents may be subject to _____. A. halo effects B. leniency effects C. primacy effects D. recency effects E. presumption effects

D. recency effects

All of the following questions must be answered prior to designing a questionnaire except _____ A. What type of scale is needed to perform the desired analysis to answer the management question? B. What data collection mode will be used? C. Should the question be structured, unstructured, or some combination? D. Should the questioning be disguised or undisguised? E. How will the results be translated into managerial recommendations?

E. How will the results be translated into managerial recommendations?

In a study of grocery shopping behavior, one of the questions on the instrument asked, "To what extent are you comfortable with and willing to use self-serve checkout lines at grocery stores?" This question should be redesigned because it is _____. A. leading B. sensitive C. subject to memory decay D. too general E. double-barreled

E. double-barreled

The issue of time for thought in the design of questions asks _____. A. does the question contain wording that implies the researcher's desire for the participant to respond in one way rather than another B. is the question worded from the researcher's perspective or the participant's perspective C. does the question ask the participant for information that relates to thoughts or activity too far in the participant's past to be remembered D. does the question use words that have no meaning or a different meaning for the participant E. is it reasonable to assume that the participant can frame an answer to the question

E. is it reasonable to assume that the participant can frame an answer to the question

Explain the meaning of pretesting and why instrument designers should pretest questionnaires prior to using them in a study.

Pretesting is the assessment of questions and instruments before the start of a study. Pretesting allows for the instrument designer to discover ways to increase participant interest, increase the likelihood that participants will remain engaged to the completion of a survey, discover question content, wording, and sequencing problems, discover target question groups where researcher training is needed, and explore ways to improve the overall quality of survey data.

There are several possible issues that may affect measurement questions. Explain the possible effects of shared vocabulary, biased wording, and adequate alternatives on the quality of resulting data.

Shared vocabulary refers to whether the question uses words with multiple meanings or if the words mean something different to the respondents. When this occurs, the meaning of the question itself may result in an answer to a question that was not really intended. Biased wording tends to lead the respondent to answer in a particular way rather than with the response they would choose otherwise. Adequate alternatives refers to the potential for responses choices that are not exhaustive and/or are not mutually exhaustive.

What are the three types of questions that can be used when multiple responses to a single question are desired from the respondent? Explain each type of question.

The three possibilities are to use a checklist, a rating question, or a ranking question. A checklist is a measurement question that poses numerous alternatives and encourages multiple unordered responses. A rating question asks the participant to position each property or object on a verbal, numeric, or graphic continuum. A ranking question is a measurement question that asks the participant to compare and order two or more objects or properties using a numeric scale.