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