MKTG 379 Chapter 8 Practice Questions
21) Of the following, which is NOT one of the functions a questionnaire fulfills? A) Creates the basis for statistical significance. B) Standardizes questions and response categories. C) Speeds up the process of data analysis. D) Translates research objectives.
A) Creates the basis for statistical significance.
39) ________ asks questions that are appropriate based on the respondent's prior answers. A) Display logic B) Non-response logic C) Answer priority logic D) Skip logic
A) Display logic
13) Which of the following techniques is alternatively known as psychographics? A) Lifestyle inventory B) Consumer index C) Consumer inventory D) Psychometric inventory
A) Lifestyle inventory
4) Which of the following are physically verifiable characteristics such as age, income, number of bottles purchased, store last visited, and so on? A) Objective properties B) Animate properties C) Subjective properties D) Inanimate properties
A) Objective properties
41) Which of the following correctly defines the term "coding"? A) Placing numbers on the questionnaire to facilitate data entry after the survey has been conducted B) Predetermining the responses, which makes report writing easier because the report may be started early C) Conducting a dry run of the survey to see which questions "work" D) Analytical processes for scaled-response questions only
A) Placing numbers on the questionnaire to facilitate data entry after the survey has been conducted
45) Of the following which is the MOST accurate regarding parameters of the pretest of a questionnaire? A) Pretest participants should be representative of the target population under study. B) The client should always approve of and be present for the pretest. C) Researcher and client need to agree on a minimum amount of pretests. D) The pretest should be conducted on samples from a global and a domestic market.
A) Pretest participants should be representative of the target population under study.
8) ________ scale is an actual number of purchases in a certain time period, dollars spent, miles traveled, number of children in the household, or years of college education. A) Ratio B) Ordinal C) Nominal D) Interval
A) Ratio
20) Which of the following constitutes an assessment of the exactness of a measurement relative to what actually exists? A) Validity B) Inaccuracy C) Invalidity D) Existentialism
A) Validity
15) The semantic differential scale is a specialized interval scale format sprung directly from the problem of translating a person's ________ judgments into metric estimates. A) quantitative B) unconscious C) qualitative D) conscious
A) quantitative
5) Scale development is the process of designing questions and response formats to measure the ________ of an object. A) subjective properties B) animate properties C) inanimate properties D) objective properties
A) subjective properties
28) Questionnaire organization is a critical concern because the questionnaire's arrangement and the ease with which respondents complete the questions have potential to affect ________. A) the quality of the information that is gathered B) the volume of invalid responses C) the turnaround time for completion D) the type of statistical analysis
A) the quality of the information that is gathered
24) Marketing researchers take great care developing research questions measuring attitudes, beliefs, behaviors, and demographics because they ________. A) want reliable and valid responses B) desire long-term client relationships C) want positive research outcomes D) want reliable and invalid responses
A) want reliable and valid responses
32) Questions used near the beginning of the survey to get the respondent's interest and demonstrate the ease of responding to the research request are known as ________. A) warm-up questions B) introductory questions C) transition questions D) classification questions
A) warm-up questions
40) When a respondent accesses an online questionnaire, registers responses to the questions, and typically clicks on a "Submit" button at the end of the questionnaire, this triggers the software to do which of the following? A) Analyze data in real-time. B) Capture data in real-time. C) Create a report in real-time. D) Block submissions in real-time.
B) Capture data in real-time.
14) Researchers often use the ________ scale since the underlying belief is that knowledge of consumers' lifestyles, as opposed to just demographics, offers direction for marketing decisions. A) psychometric B) Likert C) semantic differential D) lifestyle inventory
B) Likert
25) Which of the following describes the process of scrutinizing the wording of a question to ensure that question bias is minimized and that the question is worded so that respondents understand it and can respond to it with relative ease? A) Question field testing B) Question evaluation C) Question bias D) Beta testing
B) Question evaluation
29) There are five functions that the questionnaire introduction accomplishes. ________ is NOT one of those functions. A) Identification of who is doing the survey B) The respondent's compensation C) The purpose of the survey D) How the respondent was selected
B) The respondent's compensation
18) ________is "balanced," as it has equal amounts of positive and negative positions, and typically it has "no opinion" or "neutral" separating the negative and positive sides. A) Likert B) The symmetric interval C) The nonsymmetric interval D) Stapel
B) The symmetric interval
2) Researchers measure properties of measurements, which are the specific features or characteristics of an object that ________. A) can be used to associate it with another object B) can be used to distinguish it from another object C) can be aligned with a research objective D) may or may not be used in the research project
B) can be used to distinguish it from another object
36) Qualtrics®, SurveyMonkey®, SoGoSurvey®, SmartSurvey®, and SurveyGizmo® are examples of ________. A) survey implementation software B) computer-assisted questionnaire design software C) data collection software D) data analysis software
B) computer-assisted questionnaire design software
10) A(n) ________ scale is used when a researcher is attempting to measure attitudes, opinions, evaluations, beliefs, impressions, perceptions, feelings, and intentions on a continuum. A) ratio B) interval C) ordinal D) nominal
B) interval
22) Beginning with the research objectives, the researcher identifies the ________ and decides what type of measure to use for each one. A) research targets B) properties of constructs of interest C) wording for each question D) quality measures
B) properties of constructs of interest
43) ________ uses numbers associated with question response options to facilitate data analysis after the survey has been conducted. A) Pre-testing B) Pre-numbering C) Coding D) Decoding
C) Coding
26) Question evaluation is a judgment process, but there are four simple guidelines, or "dos," for question wording. Which of the following is NOT one of those guidelines? A) Simple B) Crystal clear C) Easy to analyze D) Brief
C) Easy to analyze
6) ________ include race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer. A) Ordinal measures B) Demographic measures C) Nominal measures D) Scale measures
C) Nominal measures
37) Which of the following describes a feature of computer-assisted questionnaire design software that provides "standard" questions on constructs that researchers often measure? A) Test bank B) Quiz bank C) Question library D) Survey bank
C) Question library
16) Which of the following works well when the marketing researcher is attempting to determine brand, store, or other images? A) Likert scale B) Lifestyle inventory scale C) Semantic differential scale D) Polar differential scale
C) Semantic differential scale
11) ________ is the scale in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric agree—disagree scale for each of a series of statements. A) The psychometric scale B) The comparative scale C) The Likert scale D) The multidimensional scale
C) The Likert scale
42) Coding is a straightforward process EXCEPT in which of the following situations? A) When there are many questions on the questionnaire B) Any time scaled-response questions are used C) When there are questions for which there may be multiple responses D) Any time closed-ended questions are used LO: 8:9: What is involved with questionnaire coding and pretesting
C) When there are questions for which there may be multiple responses
30) The sequencing of questions or blocks of questions, including any instructions, on the questionnaire pertains to question ________. A) validity B) testing C) flow D) blocking
C) flow
3) Researchers often desire to measure subjective properties, which cannot be directly observed because they are ________ such as a person's attitude or intentions. A) objective constructs B) subliminal constructs C) mental constructs D) distinct constructs LO: 8:1: About the basic concepts of measurement
C) mental constructs
23) Each question's wording is reevaluated during questionnaire development to make sure that it is asking what the researcher intends. In this process, at the same time, the researcher strives to ________. A) standardize questions B) maximize question response C) minimize question bias D) standardize response levels
C) minimize question bias
33) A statement such as: "Now, I would like to ask you a few questions about your TV viewing habits" is a ________. A) warm-up statement B) introductory statement C) transition statement D) classification statement
C) transition statement
35) Which of the following is NOT an advantage of computer-assisted questionnaire design software? A) Are easier, faster, and friendlier than using a word processor. B) Provide significant functionality. C) Facilitate data analysis. D) Ensure unbiased questions.
D) Ensure unbiased questions.
9) Which of the following describes rating scales for subjective properties where, for adjacent levels, the distance is normally defined as one scale unit? A) Ratio scales B) Ordinal scale C) Nominal scale D) Interval scale
D) Interval scale
12) Which of the following describes the type of scale that might measure the degree a person is price-conscious, fashion-conscious, an opinion giver, a sports enthusiast, child oriented, home centered, or financially optimistic? A) Demographic inventory B) Socio-cultural inventory C) Personality inventory D) Lifestyle inventory
D) Lifestyle inventory
1) ________ is(are) the determination of a description or amount of some property of an object. A) Scale level B) Attributes of properties C) Subjective and objective property levels D) Measurements
D) Measurements
44) Which of the following involves conducting a dry run of the survey on a small, representative set of respondents to reveal questionnaire errors before the survey is launched? A) Field test B) Market test C) Response test D) Pre-test
D) Pre-test
27) Researchers should be aware of four "do nots." Which of the following is NOT among the four primary "do nots" to help avoid question bias? A) Should not be leading. B) Should not be loaded. C) Should not be overstated. D) Should not exceed 30 characters.
D) Should not exceed 30 characters.
17) The ________ relies not on bipolar terms, but on positive and negative numbers, typically ranging from +5 to -5, but sometimes from +3 to -3, depending on the discrimination abilities of respondents. A) Likert scale B) nominal scale C) semantic differential scale D) Stapel scale
D) Stapel scale
31) Attention should be given to placing the survey questions developed ________ to ease respondent participation. A) at the beginning B) in the middle C) in an informal sequence D) into a logical sequence
D) into a logical sequence
7) A respondent is asked to indicate his or her first, second, third, and fourth choices of hotels. This means the choices are ________ scaled. A) preferentially B) nominally C) differentially D) ordinally
D) ordinally
19) The measure which a respondent responds in the same or very similar manner to an identical or near-identical question is called ________. A) unreliable B) variable C) nominal D) reliable
D) reliable
34) Questions requiring some degree of mental activity, such as evaluating choices, voicing opinions, recalling past experiences, indicating intentions, or responding to "what if" questions, are placed deeper in the survey are ________. A) transition questions B) introductory questions C) classification and demographic questions D) scaled-response questions
D) scaled-response questions
38) If the answer is "Yes" to the question, "Did you order a Papa John's Pizza delivery for your family in the past month?" the respondent will be directed to several questions about Papa John's Pizza, but if the answer is "No," these questions will not be asked. This is an example of ________. A) non-response logic B) display logic C) answer display logic D) skip logic
D) skip logic
