MRTKING 368 CH7&8

locate the center of a distribution of responses and are basic summary statistics.

Measure of central tendency

Validity is a measure of _____ in measurement. Multiple choice question. accuracy objectivity consistency standardization

accuracy

A unique bipolar ordinal scale format that captures a person's attitudes or feelings about a given object is called a _____. Multiple choice question. Likert scale behavioral intention scale semantic differential scale Mokken scale

semantic differential scale

Unanswerable questions

A participant is unable to access the required information to answer, or none of the response options are applicable to him or her.

Double-barreled questions

A respondent is asked to address more than one issue at a time.

Comparative rating scale matches

It is a scale format that requires a judgment contrasting one object, person, or concept against another on the scale.

An ordinal scale format that asks respondents to indicate the degree to which they agree or disagree with a series of mental belief or behavioral belief statements about a given object is called a(n) .

Likert scale

a primary metric for traditional data collection methods, is difficult to measure for online surveys. Response rate Duration Complexity Scale reliability

Response rate

Identify the features of unbalanced scales that differentiate them from balanced scales. (Check all that apply.)

They often introduce bias in the research project. They have a larger number of response choices on one side, either positive or negative.

Identify the true statements about an Institutional Review Board (IRB). (Check all that apply.)

It decides whether a proposed research plan is good enough to proceed. It is an administrative body overseen by the Department of Health and Human Services.

Predictive designs matches

Product features that are likely to increase customer loyalty

Descriptive designs matches

The age and income levels of a specific group of consumers

In the context of the steps followed in questionnaire design, implementing a survey involves _____.

following up to make sure that all previous decisions are properly implemented

Qualitative data collection procedure

During the development stage of understanding the specific aspects that constitute a construct

The scale's ability to differentiate between categorical scale responses, or points, is called its

discriminatory power

The process of developing methods to systematically characterize or quantify information about constructs, concepts, or objects is called .

measurement

Which of the following assesses whether a scale measures what it is supposed to measure? Multiple choice question. Scale validity Scale reliability Standardization Objectivity

Scale validity

Identify the true statements about a nominal scale. (Check all that apply.)

It does not allow researchers to rank a set of responses. It only allows researchers to classify responses into mutually exclusive subsets that do not have distances between them.

Identify a true statement about skip questions. Multiple choice question. If the survey is conducted online, skip questions are difficult to use and administer. Researchers must refrain from giving instructions regarding skip questions to respondents or interviewers. They help make sure that only specifically qualified respondents respond to particular items. They are used more often in qualitative questionnaires than in quantitative questionnaires.

They help make sure that only specifically qualified respondents respond to particular items.

Research questions section matches

This section contains questions that are based on the information requirements and research objectives.

Final approval of a questionnaire must be obtained from clients by researchers _____. prior to determining the layout of a questionnaire before pretesting after a pilot study after implementing a survey

before pretesting

Response order biases are most often present in _____. Multiple choice question. online surveys self-administered surveys mail surveys phone surveys

phone surveys

A , Correct Unavailable is a tracking system that collects data from respondents and helps ensure that subgroups are represented in the sample

quota

Which of the following techniques involves reiterating the scale measurement with either one sample of respondents at two different times or two different samples of respondents from one specific target population under as nearly the same conditions as possible? Multiple choice question. The test-retest reliability technique A coefficient alpha The equivalent form reliability technique A split-half test

The test-retest reliability technique

Predictive research designs

They use questionnaires to gather a wider range of information that can be used in forecasting changes in attitudes and behaviors and also in testing hypotheses.

A question that introduces bias and often influences the way a respondent answers a question is called a _____. Multiple choice question. leading question double-barreled question complex question double negative question

leading question

Reliability is a _____. Multiple choice question. measure of subjective biases in a measurement measure of whether an experiment or test is administered in a standardized manner measure of a measurement's consistency measure of whether a scale measures what it is intended to measure

measure of a measurement's consistency

Jenny, an interviewer, requires a representation of six people from ArtJunk, four people from GoodNBetter, and seven people from DaintyPaint, all of which are art supplies companies, for the study that she is conducting. In this scenario, Jenny is using _____. Multiple choice question.

quotas

A bias that occurs when the order of the questions, or of the closed-end responses to a particular question, influences the answer given is called

response order bias

_________ _________ also known as branching questions, are used if the next question, or set of questions, should be responded to only by respondents who meet a previous condition.

skip questions

Forced-choice scale

A scale that lacks a neutral descriptor to divide positive and negative answers Researchers believe that mental attitudes almost always have a degree of a positive or negative orientation.

Identify the functions of a transition phrase in a questionnaire. (Check all that apply.)

It indicates that the task of completing the survey is nearly over. It communicates to the respondents that a change in their process of thinking is about to take place.

Graphic rating scales are among the most widely used comparative scales.

FALSE

In the context of implementing a survey, the process followed for data collection does not vary irrespective of whether the survey is interviewer-completed or self-administered.

FALSE

Identify the guidelines for asking sensitive questions. (Check all that apply.)

Refrain from asking sensitive questions unless they are necessary to achieve a research objective. Assure participants that their responses will be kept confidential.

Identify the instructions included in interviewer instructions. (Check all that apply.)

Sampling instructions Detailed information on the nature of the study Start and completion dates Screening procedures

Which of the following exemplifies a loaded question? Multiple choice question. "How likely are you to buy imported mobile phones that are assembled by exploited children?" "How happy or unhappy are you with your car's brake system and mileage?" "How much milk do you consume in a month, quarter, and year?"

"How likely are you to buy imported mobile phones that are assembled by exploited children?"

Which of the following is an example of a transition phrase used in questionnaires? Multiple choice question. "All of your answers will be kept strictly confidential." "If your answer to this question is 'yes' skip to question 11." "Thank you very much for your participation in this study!" "Now just a few more questions before we complete the survey."

"Now just a few more questions before we complete the survey."

Which of the following outlines the process by which to conduct a study that uses personal and telephone interviews? Multiple choice question.

Supervisor instruction forms

In the context of questionnaire design, arrange the sections typically included in a good questionnaire in the order of occurrence. (Place the first section at the top.) Position 1 of 3 Introductory section correct toggle button unavailable Introductory section

1. intro section 2. research questions section 3. social media usage patterns, lifestyle, and demographic questions.

Which of the following scales is designed to allow a "true natural zero" or "true state of nothing" response as a valid response to a question? Multiple choice question. An interval scale A ratio scale A nominal scale An ordinal scale

A ratio scale

Leading or loaded questions

A respondent is directed to an answer that would not normally be chosen if all possible response categories or concepts were provided or if all the facts about a situation were provided.

Quantitative data collection procedures matches

After the development of constructs, in the form of a pretest or pilot study, to assess reliability and validity of the constructs

Complex question

Choice, "Do you think that the judgment on that prisoner is fair?" "Do you think that the judgment on that prisoner is fair?"

Free-choice scale

Choice, A scale that has a center neutral response A scale that has a center neutral response Choice, Respondents are provided with an easy way to express their feelings. Respondents are provided with an easy way to express their feelings.

Which of the following must a researcher do before determining layout and evaluating the questionnaire to be used in a survey? (Check all that apply.)

Develop questions and scaling Confirm research objectives and information requirements Choose appropriate data collection method

Using both qualitative and quantitative procedures in the same research study leads to the collection of low quality data.

FALSE

Noncomparative rating scale

It is a scale format that requires a judgment without reference to another object, person, or concept.

Identify an issue researchers should consider when designing online surveys. The use of rating and ranking scales in online surveys is less compared to traditional surveys. Time taken to complete a particular online survey tends to be similar among all users. Online surveys minimize the chances of unsolicited responses. Recruiting respondents is challenging.

Recruiting respondents is challenging.

Which of the following defines bad questions? They are questions that include income, sexual beliefs or behaviors, medical conditions, financial difficulties, and alcohol consumption. They are questions that prevent or distort the fundamental communication between a researcher and respondents. They are questions that are used if the following question should be responded to only by respondents who meet a previous condition. They are questions whose purpose is to identify prospective respondents and prevent unqualified respondents from being included in a study.

They are questions that prevent or distort the fundamental communication between a researcher and respondents.

Unlike unstructured question formats, structured question formats _____. are less commonly used in quantitative research studies decrease the amount of thought and effort required by participants have no predetermined list of responses available to help respondents' answers are more difficult to code for analysis and evaluation

decrease the amount of thought and effort required by participants

A difference between balanced and unbalanced scales is that balanced scales _____. Multiple choice question. have an equal number of positive and negative response options are most appropriate when respondent attitudes are likely to be predominantly one-sided often introduce bias in research have a larger number of favorable response options on one side

have an equal number of positive and negative response options

A scale that allows a respondent to express relative magnitude between the answers to a question and arranges responses in a hierarchical pattern, but does not allow researchers to determine absolute difference between responses, is called a(n) _____. ordinal scale nominal scale interval scale ratio scale

ordinal scale

A scale that allows a researcher to identify the absolute differences between each scale point and also to make comparisons between the responses is called a(n) _____. Multiple choice question. nominal scale ratio scale ordinal scale interval scale

ratio scale

The process of assigning descriptors to represent the range of possible responses to a question about a particular object or construct is called

scale measurements

Which of the following includes two or more different attributes or issues in the same question, but the scale points allow respondents to comment on only a single issue? Multiple choice question. A double-barreled question A loaded question A leading question A double negative question

A double-barreled question

Karen, a researcher, administers a test on a particular 15-member family once every fifteen days for two months. She chooses this technique of measurement to make sure the results are reliable. Identify the method used by Karen. Multiple choice question. The test-retest reliability technique A coefficient alpha A split-half test The equivalent form reliability technique

The test-retest reliability technique

Structured questions

They are closed-ended questions that require a respondent to choose from a predetermined set of responses or scale points.

Pretests

They are more frequently associated with exploratory and causal experimental research designs. It is a descriptive research activity representing a small-scale investigation of 5 to 30 subjects that are representative of the main study's defined target population but focus on a specific subcomponent of the main study.

Unstructured questions

They are open-ended questions formatted to allow respondents to reply in their own words.

Descriptive research designs

They use questionnaires to gather information that can be converted into knowledge about people, objects, or issues.

Introductory section

This section gives respondents an overview of the research and begins with a statement that establishes the legitimacy of the questionnaire.

Scale measurement

To determine how to accurately measure each construct

Sharon, a researcher, is using a rating scale to collect data for her study on the likelihood of consumers visiting particular restaurants. The rating scale assesses the likelihood of consumers visiting EatnShop, VictoryDine, GentleFoods, and Hog and Blog. The scale points are as follows: Would definitely eat here; Would probably eat here; Would probably not eat here; Would definitely not eat here. In this scenario, Sharon is using a _____. Multiple choice question. behavioral intention scale semantic differential scale Guttman scale Likert Scale

behavioral intention scale

The term " ," also referred to as either reporting or tracking approaches, refers to a recording document that gathers basic summary information about an interviewer's performance efficiency.

call records

A scale measure that uses a scale point format that presents the respondent with some type of illustrative continuum as the set of possible raw responses to a given question is called a _____. Multiple choice question. constant-sum scale rank-order scale graphic rating scale behavior intention scale

graphic rating scale

A form that serves as a blueprint for training people on how to execute an interviewing process in a standardized fashion is called a(n)

supervisor instruction form

In the context of measurement scales, which of the following best exemplifies a construct? Brand last purchased Brand loyalty Total company assets Marital status

Brand Loyalty

In the context of measurement scales, which of the following best exemplifies a construct? Multiple choice question. Marital status Brand loyalty Total company assets Brand last purchased

Brand loyalty

Response rates are independent of good cover letters.

FALSE

True or false: The more scale points researchers use, the lesser the discriminatory power of the scale and the lesser the variability in the collected data.

FALSE

Ambiguous questions

How often did you buy clothes in the last three months?" 1. Very Often 2. Often 3. Sometimes 4. Rarely 5. Seldom

A(n) is the most basic and least powerful scale design in which the questions require respondents to provide only some type of descriptor as the raw response.

Nominal scale

Which of the following questions includes income, sexual beliefs or behaviors, medical conditions, financial difficulties, alcohol consumption, and so forth that respondents are likely to respond to incorrectly? Skip questions Sensitive questions Leading questions Ambiguous questions

Sensitive questions

Identify the true statements about designing questionnaires. (Check all that apply.)

The principles of designing questionnaires remain essentially the same regardless of advances in communication systems. Good questionnaires, or well-designed questionnaires, allow researchers to gather information that is not only reliable but also valid.

Construct selection

To accurately identify and define what is to be measured

Demographic questions section matches

This section often asks for personal information of the respondents and is placed at the end of the questionnaire.

A special type of rating scale designed to capture the likelihood that people will demonstrate some type of predictable behavior intent toward purchasing an object or service in a future time frame is called a _____. Multiple choice question. semantic differential scale Mokken scale behavioral intention scale Likert scale

behavioral intention scale

A biased variance that results from the measurement method used in a questionnaire instead of the scales used to obtain data is called

common methods variance

A separate written communication to a prospective respondent designed to enhance that person's willingness to complete and return a survey in a timely manner is called a

cover letter

A formal framework consisting of a set of questions and scales designed to generate primary raw data is called a(n) .

questionnaire

A scale that demonstrates absolute differences between each scale point, but does not allow researchers to make absolute comparisons between responses, is called a(n) _____. Multiple choice question. nominal scale ratio scale ordinal scale interval scale

interval scale

To measure consumer responses, CellMan Inc., a mobile phone company, asks its users to rate its products' features on a scale of 1 to 5, where 1 is "Strongly disliked this feature" and 5 is "Absolutely loved this feature." CellMan Inc. is using _____ to measure consumer responses. Multiple choice question. ratio scales nominal scales interval scales ordinal scales

interval scales

are used to train interviewers on how to select prospective respondents, screen them for eligibility, and conduct the actual interview.

interviewer instructions

Marlene, a researcher, asks the following question to consumers: Most technology reviewers believe that CellCall is the best product on the market. Do you agree? 1. Agree 2. Neutral 3. Disagree In this scenario, this question is a _____. Multiple choice question. leading question double-barreled question complex question double negative question

leading question

In comparison to single-item scales, multiple-item scales are generally _____. Multiple choice question. more reliable and valid less preferred less accurate more internally inconsistent

more reliable and valid

Scale measurement assigns designated degrees of intensity to responses in a given questioning or observation method. The degrees of intensity are commonly known as _____. Multiple choice question. scale descriptors scale measures scale points scale levels

scale points

The extent to which a scale can reproduce the same or similar measurement results in repeated trials is called _____. Multiple choice question. scale reliability scale relevancy scale validity scale accuracy

scale reliability

George, a researcher, is using a rating scale to collect data on the qualities of teachers at a college. The scale points are as follows: Personality traits: Punctual ___ ___ ___ ___ ___ ___ ___ Never on time Friendly ___ ___ ___ ___ ___ ___ ___ Hostile Careful ___ ___ ___ ___ ___ ___ ___ Careless Subject matter expertise: Knowledgeable ___ ___ ___ ___ ___ ___ ___ Ignorant Skilled ___ ___ ___ ___ ___ ___ ___ Unskilled Qualified ___ ___ ___ ___ ___ ___ ___ Unqualified In this scenario, George is using a _____. Multiple choice question. semantic differential scale Likert scale behavior intention scale Guttman scale

semantic differential scale

True or false: Absolute difference between rankings cannot be determined using ordinal scales.

true

Identify the information gathered from call records. (Check all that apply.)

Completions by quota categories Duration of the interview Number of contacts or calls made per hour Number of terminated interviews

A hypothetical variable made up of a set of component responses or behaviors that are thought to be related is called a(n)

Construct

Identify the definition of a loaded question. Multiple choice question. It is a situation in which the question is worded in a way respondents are not sure how they are supposed to respond. It includes two or more different attributes or issues in the same question, but responses allow respondents to comment on only a single issue. It involves a situation in which possible responses can be interpreted in a number of different ways. It is a situation where the question suggests a socially desirable answer or involves an emotionally charged issue.

It is a situation where the question suggests a socially desirable answer or involves an emotionally charged issue.

Pilot studies

It is a small-scale version of the intended main research study, including all the subcomponents that make up the main study, including the data collection and analysis from about 50 to 100 participants that are representative of the main study's target population. They are most often associated with empirical descriptive or predictive quantitative research studies.

Li, a researcher, is trying to collect data regarding adolescent behavior in schools using a questionnaire. The scale points in the measurement instrument are as follows: 5, Strongly Disagree; 4, Disagree; 3, Neither Agree Nor Disagree; 2, Agree; 1, Strongly Agree. In this scenario, Li is using a _____.

Likert scale

Which of the following steps comes after determining the layout and evaluating a questionnaire? Multiple choice question. Obtaining initial client approval Choosing appropriate data collection methods Confirming research objectives Developing questions and scaling

Obtaining initial client approval

Identify the situations in which the bias introduced by common methods variance (CMV) is most likely to occur. (Check all that apply.)

When the same respondent answers both independent and dependent variable questions that are subjective in nature at the same time When a respondent identifies a correlation between an independent and dependent variable