MKTG Research exam 2 ch. 12 quiz

Which of the following questions potentially biases the respondents? A) "We are conducting a study concerning the high quality of First NationalBank services" B) "Do you shop at a store like Wal-Mart?" C) "How satisfied are you with McDonald's food quality and location?" D) all of these

"We are conducting a study concerning the high quality of First NationalBank services"

Which of the following is not a general rule for creating web surveys for mobile devices? A) Keep the number of scale points on rating items in the 5 to 7, at a maximum, range B) Keep answer lists to maximum of 10 to 12 items C) Present grids/batteries as individual questions D) Generally work to minimize question wording E) All of these are general rules

All of these are general rules

Which of the following is not a true statement concerning questionnaire development and the Internet? A) It can be used to facilitate questionnaire development. B) There is specialized software for online questionnaire development and implementation. C) Questionnaires can be delivered to potential respondents via email. D) Questionnaires can be posted on the market researcher's website. E) All of these are true.

All of these are true

In the questionnaire design process, what is the first step? A) Determine the data-collection method B) Determine the question response format C) Decide on question wording D) Determine the survey objectives, resources, and constraints

Determine the survey objectives, resources, and constraints

Probes fall into three distinct categories. What are the categories? A) Proactive, reactive, inactive B) Proactive, reactive, spontaneous C) Reactive, active, spontaneous D) Proactive, spontaneous, inactive

Proactive, reactive, spontaneous

A researcher wants to develop a questionnaire that asks users of the product different questions than non-users. What technique should she use to accomplish this? A) open-ended questions B) piping C) branching D) non-response

branching

The pretest of a questionnaire would not be done for: A) getting the respondent's reaction to the questionnaire. B) checking for the appropriateness of the sample of respondents. C) checking for misinterpretations by respondents. D) checking for potentially biasing questions. E) All of these would be part of a pretest.

checking for the appropriateness of the sample of respondents.

__________ is achieved by avoiding ambiguous terminology, using reasonable, vernacular language adjusted to the target group, and asking only one question at a time. A) Leadership B) Clarity C) Precision D) None of these

clarity

Which of the following is not part of the criteria for a good questionnaire? A) considers the respondent B) considers the computer hardware tabulating the results C) provides decision-making information D) meets data-processing requirements E) All are part of the criteria for a good questionnaire.

considers the computer hardware tabulating the results

Do you own a cell phone? ____YES, ____NO is an example of which type of question format? A) scaled response B) dichotomous C) open ended D) closed ended E) none of these

dichotomous

A proper layout for a questionnaire is needed to: A) make it attractive to the respondent. B) elicit answers that are more carefully thought out and detailed. C) impose standardization on the questionnaire. D) compensate for poorly worded questions. E) all of these

elicit answers that are more carefully thought out and detailed.

Questions that are sensitive and may embarrass the respondent should be positioned at the ___________ of the survey. A) beginning B) middle C) end D) Such questions should not be asked at all.

end

It is important for surveys to include supervisor's instructions in order to assist the _______. A) client B) field services firm C) respondent D) none of these

field services firm

Which of the following would not be a good practice regarding question sequencing? A) general questions at the end B) general questions at the beginning C) sensitive questions at the end D) questions requiring work in the middle E) none of these

general questions at the end

A screening question is used to: A) identify the right type of question for the final questionnaire. B) check for respondent bias. C) identify appropriate respondents for the survey. D) to identify the right type of question for the final questionnaire and to check for respondent bias. E) none of these

identify appropriate respondents for the survey.

Which of the following types of questions would have the highest cost associated with its interpretation and tabulation? A) open ended B) dichotomous C) multiple choice D) scaled response E) The cost would be equal for all.

open ended

Which type of question does not allow the researcher to perform statistical analysis? A) closed ended B) multiple choice C) open-ended D) dichotomous

open-ended

_______________ integrates responses from a question into later questions. A) piping B) editing C) branching D) coding

piping

"First National Bank is..... progressive ____|____|____|____|____ backward" is which of the following question formats? A) scaled response B) dichotomous C) open ended D) closed ended E) none of these

scaled response

Which type of question would be located in the screener? A) transitional B) warm up C) demographic D) qualifying E) none of these

transitional