Chapter 11

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

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

True

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

True

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

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

True

A ________ 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.

A) branching question

________ 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.

B) Pretesting

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

False

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

False

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

False

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

A) basic information

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

A) branching questions

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

A) dichotomous question

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

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

A) respondent response limitations.

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

A) specify the information needed

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

A) use positive statements only

Which of the following is not an objective of a questionnaire?

B) Questionnaire data must be easy to analyze.

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

B) classification information

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

B) double-barreled question

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

B) eliminate bugs by pretesting

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

B) exploratory research

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

B) filter questions

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

B) funnel approach

Which of the following types of information is considered most sensitive and, therefore, should appear at the end of the questionnaire?

B) identification information

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?

B) open-ended questions

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

B) problem-solving information

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

B) structured questions

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

B) unstructured questions

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

B) unstructured questions

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

C) basic information

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.

C) dichotomous questions

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

C) leading question

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

C) multiple-choice questions

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

C) open-ended

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

C) order bias

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

C) precoding

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

C) use leading questions.

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

D) All of the selections represent a circumstance where respondents are likely to refuse to answer a survey question.

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

D) All of the selections represent a reason people typically cannot answer a survey question.

________ is a type of information obtained in a questionnaire that includes name, address, e-mail address and phone number.

D) Identification information

Regarding international marketing research, which of the following statements is (are) true?

D) Personal interviewing is the dominant survey method.

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

D) collect demographic information that can be used in later direct mail campaigns.

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

D) definitely.

Deciding if a question is necessary or if several questions are needed rather than one are decisions involved with ________.

D) individual question content

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

D) personal

Results of crowding questions include all of the following EXCEPT:

E) A, B, and C

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?

E) Why

According to the text, identification information is usually positioned in which place in the questionnaire?

E) at the end

According to the text, at what point are telephone interviews considered to be too long?

E) over 30 minutes

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

False

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

A questionnaire is an informal set of questions for obtaining information from respondents.

False

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

False

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

False

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

False

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

False

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

False

Analysis of social media can give an understanding that can be valuable in designing an appropriate questionnaire for use in social media surveys but not in traditional surveys.

False

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

False

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

False

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

False

Forms for recording observational data are more difficult to construct than questionnaires.

False

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

False

Open-ended is a popular form of structured question.

False

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

False

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

False

Questions regarding identification information generally come before questions regarding demographics.

False

Respondents for the pretest and for the actual survey should not be drawn from the same population.

False

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

False

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

True

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

True

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

True

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

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

True

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

A well-designed questionnaire can motivate the respondents and increase the response rate.

True

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

True

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

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

True

An analysis of social media content can aid in determining the content, structure, and wording of individual questions.

True

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

True

For questionnaires to be used in surveys to be conducted in social media, the general principles and guidelines for questionnaire design remain the same as those for traditional media.

True

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

True