Chapter 11 - ( MARKET RESEARCH )

3 Guidelines Prevent Common Mistakes in Designing Questions

- avoid complexity - avoid leading questions - avoid double-barreled questions

Disadvantages of "open-ended response questions"

- cost - nonrepresentativeness of respondents - interviewer bias

Questionnaire collects information that is valid

accurate

Another term for a fixed-alternative question?

closed

The cost of administering open-ended questions is much lower than that of administering fixed-alternative questions. ( T or F )

false

Typically, "timing questions" record the amount of time a respondent took

for the amount of time reading a question

"In light of the current economic crisis, do you agree or disagree that the President of the United States is doing a good job of managing the economy?" is an example of what type of question.

loaded question

Where do you rank academically in your high school graduation class? ___ 1st quarter ___ 2nd quarter ___ 3rd quarter ___ 4th quarter is a(n) _______________ question.

loaded question

"Should Dillard's keep its excellent department store credit card program? ____ Yes ____ No" is an example of ____.

making an assumption

Dichotomous and multiple-choice alternatives in fixed-alternative questions should not have overlap among categories. That is, the categories should be ____.

mutually exclusive

Data indicating the total positive or negative mentions of a brand on the internet to assess and understand the strength of the brand

online sentiment analysis

Question that poses some problem or topic and asks respondents to answer in their own words

open-ended question

What are your favorite books" is a(n) ____ question.

open-ended question

In political elections involving candidates who aren't well-known by many voters, the candidate listed first on the ballot often receives the most votes.

order bias

Respondent in a personal interview is asked questions about shopping at specific department store in shopping mall, and then is asked general questions about shopping at that mall. What type of mistake in design has been made?

order bias

Idea that continuous improvement of organization's services to customers is the job of everyone who works in the organization

total quality management

For a questionnaire to fulfill a researcher's purposes, the questions must meet the basic criteria of relevance and accuracy. ( T or F )

true

Open-ended response questions provide the respondent with flexibility and may allow for meaningful, interpretive conclusions. ( T or F )

true

Telescoping and squishing can occur when respondents forget the exact details of their behavior. ( T or F )

true

Asking respondents to remember something without providing any clues to help them remember

unaided recall