MKT 3413 Chpt 8

d

"How much do you think you would pay for a pair of sunglasses that will protect your eyes from the sun's harmful ultraviolet rays, which are known to cause blindness?" is an example of a(n) ________ question. A) leading B) loaded C) double-barreled D) overstated E) screening

d

"Now, I would like to ask you a few questions about your family's television viewing habits" is an example of a ________ statement. A) screening B) warm-up C) complicated D) transition E) ferreting

b

"Should people be allowed to protect themselves from harm by using mace as self-defense?" is an example of a(n) ________ question. A) leading B) loaded C) double-barreled D) overstated E) screening

e

A ________ question is one whose answer affects which question will be asked next. A) screening B) warm-up C) complicated D) transition E) skip

c

A final task in questionnaire design is ________ questions, which is the use of numbers associated with question response options to facilitate data analysis after the survey has been conducted. A) re-writing B) testing C) coding D) response-writing E) numbering

b

A researcher may be interested in seeing how shoppers behave when exposed to a promotional display in a supermarket rather than knowing what they think about the display. In this case, the researcher would want to observe the behavior of the shoppers. What form would the researcher use? A) questionnaire B) observation form C) behavior form D) permanent record E) survey

a

A study of factors thought to be important in purchasing an automobile uses the following question: "Have you purchased an automobile in the last two years?" This is an example of what type of question? A) screening B) warm-up C) complicated D) classification E) ferreting

d

A(n) ________ is the vehicle used to pose questions that the researcher wants respondents to answer. A) interview process B) data collection C) telephone D) questionnaire E) statistical package

d

Questions that are used to classify respondents into various groups for purposes of analysis are called: A) transitions B) warm-up C) skip D) classification E) ferreting

a

Software programs that allow researchers to use computer technology to develop and disseminate questionnaires and, in some cases, to retrieve and analyze data gathered by the questionnaire are referred to as: A) computer-assisted questionnaire design B) computerized questionnaires C) high-tech CAQD D) CQD programs E) CANINE Programs

a

The question, "What type of hotel do you usually stay in when on a trip?" violates which of the "do's" of question wording? A) focused B) simple C) brief D) crystal clear E) overstatement

e

According to the "do's" of question wording, a question should be: A) focused B) grammatically simple C) brief D) crystal clear E) all of the above

a

According to your text, in question development, questions should be: A) understandable, unambiguous, and unbiased B) easy, understandable, long, and appropriate C) appropriate, unbiased, and short D) understandable, attitudinal, loaded and unbiased E) leading but leading not only to desired answers

b

How many respondents are normally involved in a pretest? A) 1-5 B) 5-10 C) 20-25 D) over 25 E) as many as the researcher can possibly get to participate

d

In questionnaire design, the researcher: A) contemplates various question formats B) determines the sampling frame C) considers a number of factors characterizing a survey D) a and c E) all of the above

a

In the question, "Do you always buy electronic products from Dell?" which word is one of the "words to avoid in question development"? A) always B) buy C) you D) from E) Dell

d

In the question, "What was the most important factor that convinced you it was time to make this purchase?" which word is one of the "words to avoid in question development"? A) important B) convinced C) you D) most E) factor

e

Questionnaire organization refers to: A) the order of words within a question B) the order in which a firm conducts questionnaires C) the ability of a researcher to produce an organized questionnaire D) a professional group of experts whose specialty is designing questionnaires E) none of the above

b

The introduction written to accompany a mail survey or online survey is normally referred to as a(n): A) opening B) cover letter C) salutation D) greeting E) request for honest opinion

c

The question ""If you were looking for an automobile that would be used by the head of your household who is primarily responsible for driving your children to and from school, music lessons, and friends' houses, how much would you and your spouse discuss the safety features of one of the cars you took for a test drive?" violates which of the following "Do's" of question wording? A) The question should focus on one topic. B) The question should be brief. C) The question should be a grammatically simple sentence if possible. D) The question should be crystal clear. E) The question should "lead" the respondent to a particular answer.

c

What is question bias? A) a respondent reacting negatively to a question B) the process of writing a question so that only a small group of the respondents understand the question C) the ability of a question's wording or format to influence respondents' answers D) using screening questions to disqualify unwanted respondents E) none of the above

a

Which of the following does not identify the sponsor's name? A) a disguised survey B) a confidential survey C) an anonymous survey D) an "undercover" survey E) none of the above; sponsors must always be identified to comply with FTC rules

e

Which of the following functions does a questionnaire serve? A) translates research objectives into specific questions B) standardizes specific questions and response categories C) serves as a permanent record of research D) through wording and question flow, it fosters respondent cooperation E) all of the above

e

Which of the following is NOT a basic rule for questionnaire coding? A) Every closed-ended question should have a code number associated with every possible response. B) Use single-digit code numbers, beginning with "1," incrementing them by one and using the logical direction of the response scale. C) Use the same coding system for questions with identical response options regardless of where these questions are positioned in the questionnaire. D) Remember that a "check all that apply" question is simply a special case of a "yes" or "no" question, so use a "1" (="yes") and "0" (="no") coding system. You will want to consider each concept being tested as a separate question. E) When possible, set up the coding system as soon as possible after the questionnaire is finalized.

d

Which of the following is NOT an accurate representation of the content of the discussion on the difficulty of developing a question's precise wording? A) A single word can make a difference in how study participants respond to a question. B) As little as a one word in a question can result in question bias that will distort the findings of the survey. C) Words that we use commonly in speaking to one another sometimes encourage biased answers when they appear on a questionnaire. D) Any is not listed in the Ten Words to Avoid in Question Development. E) Changing the word the in "Did you see the broken headlight?" to a can make a difference in how people respond to the question.

e

Which of the following is NOT mentioned by your textbook as a distinct advantage of computer-assisted questionnaire design software packages? A) They are easier. B) They are faster. C) They are friendlier. D) They provide significant functionality beyond that available with a traditional word processor. E) They are cheaper.

c

Which of the following is true about the questionnaire development process? A) There is no questionnaire development process; each study is unique. B) Sample size is included in the process because you must know how many questions to include. C) You should gain client approval, pretest, and revise as needed. D) Data should be gathered early during the development process. E) all of the above are steps in the questionnaire development process

b

Which of the following means that the respondent's name is known by the researcher, but not divulged to a third party? A) Anonymity B) Confidentiality C) Exclusivity D) Secrecy E) Secret identity

b

Which of the following occurs when the respondent is assured that neither the respondent's name nor any identifying designation will be associated with his or her responses? A) Confidentiality B) Exclusivity C) Anonymity D) Secrecy E) A promise

a

Which of the following questions did your text use as an example of a leading question? A) "Don't you see problems with using your credit card for an online purchase?" B) "Should people be allowed to protect themselves from harm by using a taser as self-defense?" C) "Were you satisfied with the restaurant's food and service?" D) "How much do you think you would pay for a pair of sunglasses that will protect your eyes from the sun's harmful ultraviolet rays, which are known to cause blindness?" E) "How many and what brands of aspirin did you see the last time you bought aspirin?"

d

Which of the following refers to a dry run of the survey on a small, representative set of respondents to reveal errors in the questionnaire? A) q-test B) beta test C) posttest D) pretest E) dry runs

c

Which step is right after question development in the Questionnaire Development Process? A) Determine research objectives B) Decide on data collection method C) Question evaluation D) Pretest E) Revise as needed

c

________ amounts to scrutinizing the wording of a question to ensure that question bias is minimized. A) Error minimization process B) Question construction C) Question evaluation D) Bias minimization E) Screening question process

a

________ are offers to do something for the respondents in order to ________ the probability that the respondents will participate in the survey. A) Incentives; increase B) Incentives; decrease C) Bribes; increase D) Bribes; decrease E) none of the above

b

________ questions are used to ferret out respondents who do not meet certain qualifications. A) Qualified B) Screening C) Identifying D) Ferreting E) Weed-out