chapter 8

24) Why do marketing researchers take great care in developing research questions that measure attitudes, beliefs, behaviors, and demographics? A) They want high levels of response. B) They desire long-term client relationships. C) They want positive research outcomes. D) They want reliable and valid responses.

A

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

39) When a survey displays or asks questions that are appropriate based on the respondent's prior answers, this is known as: A) Display logic. B) Non-response logic. C) Answer priority logic. D) Skip logic.

A

4) ________ 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

41) The term "coding" means: 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

45) There are several parameters regarding the pretest of a questionnaire. Of the following, which is MOST accurate? 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

5) The process of designing questions and response formats to measure the subjective properties of an object is known as: A) Scale development. B) Property development. C) Non-scale development. D) Objective scale development.

A

8) 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 are examples of: A) Ratio scale. B) Ordinal scale. C) Nominal scale. D) Interval scale.

A

) Researchers measure ________, which are the specific features or characteristics of an object that can be used to distinguish it from another object. A) numbers of customers B) properties of objectives C) objects of measurements D) product types

B

10) When a researcher is attempting to measure attitudes, opinions, evaluations, beliefs, impressions, perceptions, feelings, and intentions on a continuum, the researcher is using a type of: A) ratio scale. B) interval scale. C) ordinal scale. D) nominal scale.

B

14) Researchers often use the Likert scale since the underlying belief is that knowledge of consumers' lifestyles, as opposed to just ________, offers direction for marketing decisions. A) economic factors B) demographics C) socio-cultural factors D) environmental factors

B

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

25) ________ amounts to 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

29) The introduction is crucial in questionnaire design. There are five functions that the introduction accomplishes. Which of the following 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

36) Qualtrics®, SurveyMonkey®, SnapSurveys®, SmartSurvey®, KeySurvey® are examples of: A) Survey implementation software. B) Computer-assisted questionnaire design software. C) Data collection software. D) Data analysis software.

B

40) A respondent accesses an online questionnaire, registers responses to the questions, and typically clicks on a "Submit" button at the end of the questionnaire. These activities enable the software to: 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

11) The scale that captures the intensity of feelings toward a statement's claim or assertion because respondents are asked how much they agree or disagree with the statement is: A) The Psychometric Scale. B) The Comparative Scale. C) The Likert Scale. D) The Multidimensional Scale.

C

15) A specialized interval scale format that has sprung directly from the problem of translating a person's qualitative judgments into metric estimates is the: A) Likert scale. B) lifestyle inventory scale. C) semantic differential scale. D) polar differential scale.

C

16) Because many marketing stimuli have meanings, mental associations, or connotations, the ________ 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

23) A researcher seeks to ________, which is defined as the ability of a question's wording or format to influence respondents' answers. A) standardize questions B) maximize question response C) minimize question bias D) standardize response levels

C

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

3) Researchers often desire to measure ________, which cannot be directly observed because they are mental constructs such as a person's attitude or intentions. A) objective properties B) animate properties C) subjective properties D) inanimate properties

C

30) ________ pertains to the sequencing of questions or blocks of questions, including any instructions, on the questionnaire. A) Question validity B) Question testing C) Question flow D) Question blocking

C

33) "Now, I would like to ask you a few questions about your TV viewing habits" is an example of a(n): A) warm-up question. B) introductory question. C) transition question. D) classification question.

C

37) Computer-assisted questionnaire design software often has a feature that provides "standard" questions on constructs that researchers often measure, such as demographics, importance, satisfaction, performance, or usage. This feature is a: A) Test bank. B) Quiz bank. C) Question library. D) Survey bank.

C

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

C

43) Using numbers associated with question response options to facilitate data analysis after the survey has been conducted is known as: A) Pre-testing. B) Pre-numbering. C) Coding. D) Decoding.

C

6) Race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer are examples of: A) Ordinal measures. B) Demographic measures. C) Nominal measures. D) Scale measures.

C

27) In order to avoid question bias situations, researchers should be aware of four "do not's." Which of the following is NOT among the four primary "do not's"? A) Should not be leading B) Should not be loaded C) Should not be overstated D) Should not exceed 30 characters

D

31) Attention should be given to placing the 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

32) ________ are used near the beginning of the survey to get the respondent's interest and demonstrate the ease of responding to the research request. A) Warm-up questions B) Introductory questions C) Transition questions D) Classification questions

D

34) ________, or other questions that require 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. A) Transition questions B) Introductory questions C) Classification and demographic questions D) Scaled-response questions

D

35) Computer-assisted questionnaire design software packages offer several advantages. Which of the following is NOT one of those advantages? A) Are easier, faster, and friendlier than using a word processor B) Provide significant functionality C) Facilitate data analysis D) Ensure unbiased questions

D

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

44) A ________ 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

7) If the respondent is asked to indicate his or her first, second, third, and fourth choices of hotels, the results are: A) Preferentially scaled. B) Nominally scaled. C) Differentially scaled. D) Ordinally scaled.

D

9) ________ measures are 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

13) The ________ technique was originated by advertising strategists who wanted to obtain descriptions of groups of consumers as a means of establishing more effective advertising. A) lifestyle inventory B) consumer index C) consumer inventory D) psychometric inventory

A

20) ________ is an assessment of the exactness of a measurement relative to what actually exists. A) Validity B) Inaccuracy C) Invalidity D) Existentialism

A

21) A questionnaire is the vehicle used to present the questions the researcher desires respondents to answer. Of the following, which is not one of the functions a questionnaire fulfills? A) Creates basis for statistical significance B) Standardizes those questions and the response categories C) Speeds up the process of data analysis D) Translates research objectives

A

1) Determining a description or amount of some property of an object is known as: A) Scale level. B) Attributes of properties. C) Subjective and objective property levels. D) Measurements.

D

12) 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 is: A) Demographic Inventory. B) Socio-cultural Inventory. C) Personality Inventory. D) Lifestyle Inventory.

D

17) A ________ is easily recognized, as it has numbers that range from a minus end to a corresponding plus end, with or without a zero as the midpoint. A) Likert scale B) nominal scale C) semantic differential scale D) Stapel scale

D

18) What is the interval scale that has mainly degrees of positive positions? A) The Likert scale B) The symmetric interval scale C) The nonsymmetric interval scale D) The Stapel scale

D

19) The type of measure in which a respondent responds in the same or very similar manner to an identical or near-identical question is called: A) Unreliable measure. B) Variable measure. C) Nominal measure. D) Reliable measure.

D