Chapter 8
29. Which of the following statements is most accurate in terms of the questionnaire development process? A) Clients will not be involved until there has been considerable development and evaluation by the researcher. B) Clients typically work with researchers on the initial drafts. C) Clients do not get involved with the questionnaire because it is the domain of the professional researcher. D) Clients typically devise questionnaires by themselves because they are closest to the research problem. E) Clients design each question, and then send it to the researcher for approval.
A) Clients will not be involved until there has been considerable development and evaluation by the researcher.
34. Which of the following questions shows poor wording? A) Do you always buy audio products from Bose? B) How often do you buy audio products from Bose? C) To what extent is price a concern for you? D) What other audio companies did you consider when you purchased your stereo? E) How often do you consult Consumer Reports when considering a major purchase?
A) Do you always buy audio products from Bose?
22. Validity is best illustrated by which of the following? A) accuracy or truthfulness of the measurement B) the extent to which the reliability coefficient approaches 1.0 C) the ability to repeat measurements D) tendency to respond in the same manner to different questions E) tendency to respond in the same manner to the same questions
A) accuracy or truthfulness of the measurement
60. "All that apply" questions are questions that: A) ask respondents to pick more than one item from a list of possible responses. B) allow respondents to respond in any way they wish. C) ask respondents to apply ideas. D) encourage respondents to find connections between concepts. E) ask respondents to pick one item from a list of possible responses
A) ask respondents to pick more than one item from a list of possible responses.
58. Coding questions refers to: A) placing numbers on the questionnaire to facilitate data entry after the survey has been conducted. B) predetermining the responses; this makes report writing easier because the report may be started early, although it is recognized that it will have to be modified once the true results are reported. C) coding is no longer used; it has been replaced totally by automated, computerized interviewing software. D) analysis methods for scaled-response questions only. E) conducting a dry run of the survey to see which questions "work".
A) placing numbers on the questionnaire to facilitate data entry after the survey has been conducted.
27. Which is the best interpretation of question bias? A) the ability of a question's wording or format to influence respondents' answers B) the ability of a question's wording to change a research project's objectives C) questions being developed that have neither neutral nor positive positions D) when a respondent is biased against a particular question E) when a respondent is biased against a certain type of scale
A) the ability of a question's wording or format to influence respondents' answers
128. Diane Dowdy is an assistant project director at ABC Research. Diane has completed designing a questionnaire to be given to college students for a client and she is now in the process of coding the questionnaire. Two of the questions are: What is your classification? ___ Freshman ___ Sophomore ___ Junior ___ Senior Which on-campus activities would you say are your 'favorites?' (Check all that apply) ___ Varsity sports ___ Greek life ___ Stand-up comedy ___ Campus concerts How should Diane code the above two questions? A) 0,1; 1-4 B) 1-4; and 0,1 for each activity C) 1,2,3,4; and 1-4 for each activity D) a,b,c,d; and v,g,s,c E) None of the above, because coding should be done only AFTER data are collected.
B) 1-4; and 0,1 for each activity
25. Which of the following is the most accurate statement regarding the importance of the questionnaire in the research process? A) Relatively speaking, the questionnaire is unimportant in the marketing research process. B) Not only is the questionnaire a very important ingredient, but its design affects the quality of the data collected; even experienced interviewers cannot compensate for questionnaire defects. C) The questionnaire is tied with the written report as being the most important item in the marketing research process. D) Not only is the questionnaire a very important ingredient, but its design affects the quality of the data collected, though experienced interviewers often compensate for questionnaire defects. E) Questionnaire design is the most important step in the marketing research process.
B) Not only is the questionnaire a very important ingredient, but its design affects the quality of the data collected; even experienced interviewers cannot compensate for questionnaire defects.
122. Sandra Catrioni is a research analyst at Spellman Research Associates. She has just completed a study of customers for Brennan's, a department store in Tulsa, Oklahoma. She asked the question, "How much do you believe you spend on an average trip to a department store?" She realizes that the type of measurement scale is ratio. However, for her client's presentation, she wants to create categories of the answers and put them in a bar chart. The categories will be of unequal amounts. The first category will be "Less than $10" and the second category will be "$10 to $25," and so on. What effect will this have on the type of measurement scale she will be using with the new variable for the categories she created? A) Nothing; once a ratio scale, always a ratio scale. B) The ratio scale will now become an ordinal scale. C) The ratio scale will not become an interval scale. D) The ratio scale will become a nominal scale. E) The ratio scale will become a bar chart scale.
B) The ratio scale will now become an ordinal scale.
49. The major reason to disguise a survey is: A) to encourage response; if respondents don't think they are participating in a survey they are more likely to participate. B) dependent upon the research objectives; the identity of the sponsor may bias the results. C) that it takes time and respondents do not care. D) to violate the "Do not call" rule. E) to avoid providing incentives.
B) dependent upon the research objectives; the identity of the sponsor may bias the results.
17. The halo effect is best avoided by: A) doing a couple of things wrong during the entire research project. B) flipping favorable and unfavorable endpoints on different scale items. C) flipping "bad" scales to the back of the survey to encourage a good response before the respondents get to the bad questions. D) using only percentage scales. E) using only closed-ended questions.
B) flipping favorable and unfavorable endpoints on different scale items.
30. Regarding client approval of a questionnaire: A) it serves to let the client understand the technical aspects of the research. B) it serves as a check that the researcher is still in tune with the survey's objectives. C) when signed by the client, it means that the questionnaire should not be changed for any reason, even if it performs poorly in the pretest. D) client approval of the questionnaire is carried out at the original signing of the agreement to conduct research but it merely gives the researcher approval to use a questionnaire as clients should not be involved in approving the final questionnaire developed by expert researchers. E) client approval is merely a legal requirement, and researchers do not encourage clients to review a questionnaire prior to its approval.
B) it serves as a check that the researcher is still in tune with the survey's objectives.
20. Which of the following best illustrates the concept of reliability of measurement? A) the tendency to respond in the same manner to different questions B) the ability of the measurement to elicit an identical or very similar response from the same person with successive administrations C) the ability to repeat the same response time and again to different questions D) a measure that is truthful E) a measurement that is relative to what actually is
B) the ability of the measurement to elicit an identical or very similar response from the same person with successive administrations
47. Questionnaire organization refers to: A) the way questionnaires are organized in a filing system. B) the sequence of statements and questions that make up a questionnaire. C) organizations mainly existing to construct questionnaires. D) determining if the question looks right. E) the clarity of a question.
B) the sequence of statements and questions that make up a questionnaire.
54. In terms of locating types of questions on the questionnaire, which of the following is true? A) Warm-ups come first, followed by screens, followed by classification questions. B) Warm-ups are first, transitions are second, and classification questions are last. C) Screens are first, warm-ups second, and classification questions are last. D) Complicated and difficult to answer questions must be avoided altogether. E) Demographic questions should be avoided because they might offend respondents.
C) Screens are first, warm-ups second, and classification questions are last.
56. Which is true regarding questionnaire design and computer technology? A) There has been little progress toward integrating questionnaire design and new computer technology; the only advance has been achieved through word processing programs. B) The field is very advanced; no one designs questionnaires any longer without the aid of computer software designed for this purpose. C) Some companies have bridged the gap between basic word processing and the finished, polished questionnaire; their products are referred to as computer-assisted questionnaire design programs. D) Very few computer-assisted questionnaire design programs allow for publication to the Internet. E) Computer-assisted questionnaire design is difficult and time consuming.
C) Some companies have bridged the gap between basic word processing and the finished, polished questionnaire; their products are referred to as computer-assisted questionnaire design programs.
26. Which of the following statements is most accurate in terms of the questionnaire development process? A) There is no process; a questionnaire is simply prepared based upon the research objectives. B) The process is undertaken by the researcher, and the client does not view the questionnaire until after the collection of data to avoid biased questions. C) The process consists of several steps, but is an iterative process meaning that revisions occur often during the process. D) Once the process begins, there is no changing it. E) none of the above
C) The process consists of several steps, but is an iterative process meaning that revisions occur often during the process.
33. In terms of developing questions, your text identified several "shoulds" of question wording. Which of the following is NOT a "should"? A) The question should be focused on a single issue or topic. B) The question should be brief. C) The question should attempt to cover as many topics as possible in order to reduce the questionnaire's length. D) The question should be grammatically simple. E) The questions should be crystal clear.
C) The question should attempt to cover as many topics as possible in order to reduce the questionnaire's length.
53. Screening questions are used to: A) increase reliability by screening out respondents with inconsistent answers. B) shield the true purpose of a question from a respondent. C) determine whether or not a potential respondent qualifies to take part in a survey based on certain selection criteria the researcher has deemed essential. D) increase response rates by screening out unlikely respondents. E) ensure that certain results will be achieved by choosing your respondents.
C) determine whether or not a potential respondent qualifies to take part in a survey based on certain selection criteria the researcher has deemed essential.
36. Which of the following answers represents the four guidelines of question wording? A) focused, simple, complete, crystal clear B) general, simple, brief, crystal clear C) focused, simple, brief, crystal clear D) focused, elaborate, brief, crystal clear E) general, simple, complete, crystal clear
C) focused, simple, brief, crystal clear
39. The question "Don't you see any problem with using your credit card online?" is a: A) clear and focused question. B) loaded question. C) leading question. D) double-barreled question. E) compound question.
C) is worded in such a way that gives the respondent a clue as to how to answer and should be avoided.
19. Some researchers believe that a mid-point, or neutral position, should NOT be included in a scale question because: A) it violates the statistical assumption of symmetry. B) it creates an odd number. C) it allows respondents to dodge or hide their feelings. D) it creates a problem in trying to code the scale items. E) it creates a problem in terms of how you value the mid-point in the calculation of statistics.
C) it allows respondents to dodge or hide their feelings.
43. An overstated question is one that: A) asks the same thing over and over. B) is two different questions posed as one. C) places undue emphasis on some aspect of the topic. D) cues the respondent how to answer. E) uses words that most respondents would not understand.
C) places undue emphasis on some aspect of the topic.
16. Which type of scale measure contains bipolar descriptors such as "hot-cold," "wet-dry," "convenient-inconvenient," and so on? A) constant sum scale B) lifestyle inventory C) semantic differential scale D) graphic intensity E) agreement scale
C) semantic differential scale
59. The only time coding is NOT fairly straightforward is when: A) there are many questions on the questionnaire. B) any time scaled-response questions are used. C) there are questions for which there may be multiple responses. D) closed-ended questions are used. E) both open-ended and closed-ended questions are used.
C) there are questions for which there may be multiple responses.
55. Classification questions are: A) usually put in the middle of the questionnaire and are used to classify respondents into various groups for purposes of analysis. B) usually put at the beginning of the questionnaire and are used to classify respondents into various groups for purposes of analysis. C) usually put at the end of the questionnaire and are used to classify respondents into various groups for purposes of analysis. D) usually put at the end of the questionnaire and are used to classify the questions themselves, so that report writing is made easier after data collection and analysis are complete. E) usually put at the beginning of the questionnaire and are used to classify the questions themselves, so that report writing is made easier after data collection and analysis are complete.
C) usually put at the end of the questionnaire and are used to classify respondents into various groups for purposes of analysis.
123. Agnes Montgomery is the director of marketing for Ideal Plastics, Inc. Ideal has distributors all over the world. Last year, Agnes developed a system for measuring the distributors' satisfaction levels with Ideal on 20 different dimensions. Each dimension of company service, such as "Return Policy" and "Ease of Placing an Order," was evaluated by the distributors on a semantic differential scale ranging from "Very Satisfied" to "Very Dissatisfied." Now, several months after implementing the system, Agnes has data to analyze. She noticed that the Asian countries seemed to have different means from the countries in the UK, United States, and Western Europe. Agnes looked carefully at the actual scores and saw that Asian distributors seemed to have much stronger feelings, either positively or negatively. Agnes should: A) immediately conduct some exploratory research within the Asian division to determine why the mean scores are so different. B) take aggressive action in the Asian division by changing the company's procedures on all the service dimensions having lower means than the other divisions. C) view the results between countries with major cultural differences cautiously because different cultural influences affect how individuals respond to scales. D) view the results among countries with similar cultures cautiously because differences in means on service dimensions are likely due to reference group influences instead of real differences in company performance. E) all of the above
C) view the results between countries with major cultural differences cautiously because different cultural influences affect how individuals respond to scales.
32. Which of the following is true and should be remembered when developing questions? A) Once the client and researcher agree on what needs to be asked, wording a question is easy. B) As long as the question contains words we commonly use in speaking, there will be no bias. C) Respondents will not use literal interpretations to answer questions. D) A single word can make a difference in how respondents respond to a question. E) The word "anybody" is always safe to use in question development.
D) A single word can make a difference in how respondents respond to a question.
43. Which of the following is an overstated question? A) How much would you pay for sunglasses that will protect your eyes? B) How much would you pay for shoes with a cushioning gel in them? C) How much would you pay for a child's swimsuit that has a built-in flotation device? D) How much do you think you would pay for a car with features that would save your life and possibly the lives of your family members, if you were in a car accident? E) How much would you pay for a PDA that also provides Internet access?
D) How much do you think you would pay for a car with features that would save your life and possibly the lives of your family members, if you were in a car accident?
61. Which of the following is most accurate regarding the pretest of the questionnaire? A) The client should always be present for the pretest. B) At least five pretests should be conducted. C) The pretest should be conducted on a small sample. D) The pretest should be conducted on a small and representative sample. E) As many respondents as possible should be used in a pretest.
D) The pretest should be conducted on a small and representative sample.
41. The question, "Because the Founding Fathers of the United States provided citizens the right to keep and bear arms in the Bill of Rights, shouldn't you be against gun control legislation?" is: A) a loaded question. B) a question that will trigger confusion. C) a double-barreled question. D) appropriate if you are "for" gun control legislation. E) appropriate if you are "against" gun control legislation.
D) has buried word elements that make references to universal beliefs.
124. Erik Cartman just took a new position with Colorado Research, Inc. Erik's first customer, the president of a local bank, wanted a bank image study to be conducted measuring not only the client's bank's image, but that of his competitors as well. In designing the research project, Erik talked to several of his friends one night about how they viewed their banks. Erik charged the client for this and billed it as "Exploratory Research—Focus Group." The next day Erik tried to remember most of what his friends had told him. Some of the issues were "closeness to home" of branch locations, "cool online banking," and "friendly tellers." Erik took these issues, made up some of his own and put them into a semantic differential scale format. After the research study, Erik wrote a report and referred to the semantic differential scale he devised as a "Standard Marketing Research Scale to Measure the Construct of Bank Image." What Erik did was: A) correct; he used exploratory research to generate most of the items for his measurement of bank image. B) correct; although he used some of his own opinions, they were based upon experience and he did make use of a focus group. C) incorrect; the measurement of bank image was incorrect as bank image should be measured only by using Likert scales. D) incorrect; we do not know if the scale Mr. Cartman devised was valid or reliable, but he was unethical in presenting the measurement as "standard marketing research." E) correct; Erik saved considerable time and money by creating his own measurement of the construct.
D) incorrect; we do not know if the scale Mr. Cartman devised was valid or reliable, but he was unethical in presenting the measurement as "standard marketing research."
46. In question development, face validity means that: A) the respondent can put a face on the interviewer. B) the interviewer can see the respondent to determine if the respondent is telling the truth. C) the respondent will answer the same way repeatedly. D) other researchers believe the question looks right. E) the question gives the respondent a bad feeling.
D) other researchers believe the question looks right.
44. A double-barreled question is one that: A) achieves two objectives efficiently. B) has two subjects and two verbs. C) poses two different questions in one question and should be used whenever possible to save space. D) poses two different questions in one question and should be avoided. E) feels like an attack on the respondent.
D) poses two different questions in one question and should be avoided.
57. A typical computer-assisted questionnaire design program will assist the designer by offering computerized menus for design issues such as: A) the type of question format. B) the number of response categories. C) whether multiple responses are to be used. D) if skip questions are to be used. E) All of the above features are typically offered.
E) All of the above features are typically offered.
35. Which of the following is the wrong way to ask if someone has viewed an episode of Lost? A) Have you ever seen Lost? B) Do you always watch Lost? C) Have you never watched Lost? D) Have you ever watched and recorded an episode of Lost? E) All of the above should be avoided.
E) All of the above should be avoided.
125. Tommy Cole was reviewing a new employee's work at MAXIM Research. Tommy had several years of experience in research and was regarded as the company expert in designing questionnaires. As Tommy read the questionnaire proposed by the new employee, he found the following question, which had been drafted to measure the occupational status of respondents: Check one of the following categories which describes your occupational status. ___ Full-time employment ___ Full-time student ___ Part-time student ___ Unemployed ___ Retired Which of the following best describes the appropriate action Tommy should take regarding this question? A) Approve it; this is a perfectly good question. B) Approve it; but break "retired" into categories such as "retired military," "retired government employee," and so on. C) Disapprove it; the question is "leading" in that it assumes all occupations are either full-time or part-time. D) Disapprove it; the question is "loaded" in that it assumes everyone should either be employed or a student. E) Disapprove it; the question is "double-barreled" in that someone could be retired and a full-time student.
E) Disapprove it; the question is "double-barreled" in that someone could be retired and a full-time student.
38. A leading question is one that: A) is used to begin the questionnaire and must be carefully worded for ease of response and also for interest. B) is used to begin the questionnaire and should address the key issue of the research project in case respondents refuse to answer further questions. C) is worded in such a way that gives the respondent a clue as to how to answer and should be avoided. D) is worded in such a way that gives the respondent a clue as to how to answer and should be used to help the researcher achieve the desired results. E) all of the above
E) Do you see any problems with carrying cash while on vacation?
24. Which one of the following is NOT a function of a questionnaire? A) standardizes questions and response categories B) translates the research objectives into specific questions C) serves as a permanent record of the research D) fosters cooperation with respondents E) creates alpha levels to be used in conducting tests of statistical significance
E) creates alpha levels to be used in conducting tests of statistical significance
105. Screening questions are used to screen out questions that are deemed to be too difficult or ambiguous for respondents.
FALSE
108. Screening questions should be asked at the very end of the questionnaire.
FALSE
109. Complicated and difficult-to-answer questions should be asked at the very beginning of the questionnaire before the respondent becomes fatigued.
FALSE
110. In determining approaches to question organization on a questionnaire, the most important guiding principle to keep in mind is how researchers will later be able to analyze the questions.
FALSE
112. Although computer-assisted questionnaire design programs allow for the development of questionnaires, only data analysis-dedicated software programs allow for the data to be analyzed.
FALSE
116. Pretests of questionnaires for a study on toy buying by young parents can be done on colleagues in the research firm, as long as the colleagues are objective and have not been involved in the development of the questionnaire.
FALSE
117. Pretests should involve at least one hundred and preferably up to five hundred trial interviews.
FALSE
118. Pretests should include as many interviews as possible.
FALSE
47. Constructs are the specific features or characteristics of an object that can be used to distinguish it from another object.
FALSE
49. Researchers are often given the task of finding irrelevant similarities in the profiles of various customer types, and measurement is a necessary first step in this task.
FALSE
50. Measurement is not a simple process when measuring objective properties such as physically verifiable characteristics like age, income, number of bottles purchased, store last visited, and so on.
FALSE
53. Answers that involve yes-no, agree-disagree, or any other instance in which the descriptors cannot be differentiated except qualitatively, are examples of ordinal measures.
FALSE
55. Scale measures are those in which the direction between each level is known.
FALSE
57. The ratio characteristic allows us to construct ratios when calculating results of the measurement.
FALSE
59. Because most subjective, or psychological, properties exist on a continuum ranging from one extreme to another in the mind of the respondent, it is common practice to use ratio scale questions to measure them.
FALSE
63. Subjective properties are observable and tangible.
FALSE
63. The drawbacks to the Likert five-point scale are that it is not flexible when it comes to measuring constructs or concepts or amenables to sophisticated statistical analysis.
FALSE
64. A scale that is simply "yes" or "no" is said to have origin.
FALSE
66. When the distances between scale descriptors are absolute and known, the scale is referred to as an assumed interval scale.
FALSE
68. A Stapel scale relies not on positive and negative numbers but on bipolar terms.
FALSE
68. When a scale has a "true zero" point, it is a nominal scale.
FALSE
70. Using "tried and true" standardized scaled-response formats expedites the questionnaire design process by saving time and money; however, it does not offer the opportunity to assess its reliability or validity.
FALSE
71. Because every research project is different, it is wise to develop a new and novel scale format to suit the particular needs of the existing situation.
FALSE
77. All scale measures must have a middle, neutral response option.
FALSE
77. While not documented by research, most researchers feel that a single word can make a difference in how study participants respond to a question.
FALSE
79. A valid measure is one in which a respondent answers in the same or in a very similar manner to an identical or nearly identical question.
FALSE
80. A reliable measure is one that is truthful.
FALSE
80. The two most critical aspects of questionnaire organization are the actual bow of questions in the questionnaire body and screening of the respondent.
FALSE
82. A respondent has an income of less than $10,000 but states he earns more than $100,000 during an interview. This is an example of low-reliability.
FALSE
84. Researchers normally avoid asking screening questions at the beginning of a survey since the interview will begin with a negative tone, perhaps causing the person to think the questionnaire will be asking any number of personal questions, and object to taking part.
FALSE
86. The submit signal within a computer-assisted questionnaire software program prompts the program to write the respondent's answers into a data file. However, the data file may not grow in direct proportion to and at the same rate as respondents submit surveys.
FALSE
87. Question bias is defined as wording questions in such a way that they influence the responses. Researchers should try to maximize question bias in order to achieve the results desired by clients.
FALSE
88. The data files from a computer-assisted questionnaire software program can be downloaded at the researcher's discretion; however, different formatting options, including SPSS-readable files, may not be available.
FALSE
88. To maintain objectivity, clients should not be involved in the questionnaire design process. Once the research objectives are defined, it is up to the researcher to next provide the final research report.
FALSE
89. Gaining the client's approval signature for the questionnaire design is not done until after the pretest.
FALSE
92. Because there are many meanings for most words and phrases, questionnaire questions should be very long to properly define the words contained in the question.
FALSE
93. Using the word "always" in designing questions is helpful as it places a specific time parameter around an event.
FALSE
94. "Would you say you never think about the warranty when buying a major electronic device?" is a properly worded question for a marketing research questionnaire.
FALSE
95. To keep respondents from having to respond to long questionnaires and to reduce respondent fatigue, it is okay to introduce several topics in one question.
FALSE
96. There is nothing wrong with the following question: "As a BMW owner, you are satisfied with your car, aren't you?"
FALSE
97. There is nothing wrong with the following question: "Do you believe Nichols Seafood Restaurant has good prices and service?"
FALSE
98. There is nothing wrong with the following question: "Should people be allowed to protect themselves from harm by using mace as a self-defense?"
FALSE
99. There is nothing wrong with the following question: "How much do you think you would pay for a pair of sunglasses that will protect your eyes from the sun's harmful ultraviolet rays, which are known to cause blindness?"
FALSE
100. The organization of a questionnaire can cause respondents to stop answering questions.
TRUE
101. In a mail survey, the introduction is normally provided in the "cover letter."
TRUE
102. In a personal interview, the objective of the introduction should be to maximize the chance of eliciting the respondents' cooperation to take part in the survey.
TRUE
103. One reason to disguise the true sponsor of a survey is to prevent alerting competitors to the survey.
TRUE
104. Under conditions of anonymity, the researcher assures the respondent that his name will never be associated with his responses.
TRUE
106. Warm-up questions are simple and easy-to-answer questions that may or may not pertain to the research objectives.
TRUE
107. Transition questions include "skip" questions that determine which question, or set of questions, will be asked next.
TRUE
111. Computer-assisted questionnaire design programs try to ease the researcher's task in designing questionnaires and often include "question libraries," which contain standard questions for constructs often measured in marketing research studies (such as importance, satisfaction, or usage).
TRUE
113. With display logic, the questionnaire displays or asks questions that are appropriate based on the respondent's prior answers.
TRUE
114. Coding refers to placing numbers on the questionnaire to facilitate data entry after the survey is completed.
TRUE
115. If a question has multiple possible answers, such as a question that asks a respondent to "indicate all that apply," it requires special consideration in terms of coding.
TRUE
46. Marketing research measures properties-sometimes called characteristics, attributes, or qualities-of objects.
TRUE
48. Measurement underlies marketing research to a great extent because researchers are keenly interested in describing marketing phenomena.
TRUE
51. Measuring subjective properties is difficult; the marketing researcher must adapt or develop rating scale formats that are very clear and used identically by respondents.
TRUE
52. Scale development is designing questions and response formats to measure the subjective properties of an object.
TRUE
54. Ordinal scales indicate only relative size differences among objects: greater than, less than, or equal to.
TRUE
56. Ratio scale measures are ones in which a true zero origin exists.
TRUE
58. Interval scale measures are rating scales for subjective properties where, for adjacent levels, the distance is normally defined as one scale unit.
TRUE
60. It is not good practice to invent a novel scale format with every questionnaire.
TRUE
61. Marketing researchers use standard scales rather than inventing new ones for each research project, which are often referred to as "workhorse scales."
TRUE
62. We attempt to measure the properties — sometimes called attributes or qualities — of objects.
TRUE
62. With the Likert scale, it is best to use "bat" or plain statements and let the respondent indicate the intensity of his or her feelings by using the agree-disagree response continuum position.
TRUE
64. The focus of the semantic differential is on the measurement of the meaning of an object, concept, person, or experience.
TRUE
65. The construction of a semantic differential scale begins with the determination of a concept or object to be rated, usually a brand or company with the researcher then selecting bipolar pairs of words or phrases that could be used to describe the object's salient properties.
TRUE
65. The terms "greater than" or "less than" are most commonly used in ordinal scale measurement techniques.
TRUE
66. The halo effect is a general feeling about a store or brand that can bias a respondent's impressions on its specific properties.
TRUE
67. Categorical scales represent scales that are either nominal or ordinal.
TRUE
67. One of the most appealing aspects of the semantic differential scale is the ability of the researcher to compute averages and then to plot a "profile" of the brand or company image.
TRUE
69. Ratio scales are easy for respondents to understand as they are in dollars, times, years, or some other familiar denomination.
TRUE
69. Those arguing for the inclusion of a neutral option on an interval scale believe that some respondents do not have opinions formed on that item, and they must be given the opportunity to indicate their ambivalence.
TRUE
70. Scale development is a process used by marketing researchers to adapt rating scale formats which facilitate consistent translation of unobservable constructs.
TRUE
71. With a reliable measure, a respondent responds in the same or very similar manner to an identical or near-identical question.
TRUE
72. A scale that asks consumers the extent to which they agree or disagree with the statement that Levi's 501s are good looking is a modified Likert scale.
TRUE
72. A valid measure is truthful; a response may be reliable but at the same time not valid.
TRUE
73. Given that it serves all of these functions, the questionnaire is at the center of the research process with questionnaire design directly affecting the quality of the data collected.
TRUE
73. The lifestyle inventory is a special application of the modified Likert scale. It measures activities, interests, and opinions using the Likert question form.
TRUE
74. A consumer likes the restaurant Red Lobster and answers "Very Satisfied" to a survey about many dimensions of the restaurant without really paying attention to each specific dimension, such as price, product quality, atmosphere, and so on. This is an example of what is known as the halo effect.
TRUE
74. Beginning with the research budget in mind, the researchers rely on "constructs," or standard marketing concepts, and develop a mental vision of how each construct will be measured.
TRUE
75. One of the appealing aspects of the semantic differential scale is that the researcher may compute averages and plot them on the scale. This creates a "profile" of the object being measured — store, brand, and so on.
TRUE
75. With a custom-designed research study, the questions on the questionnaire, along with its instructions, introduction, and general layout, are all systematically evaluated for potential errors and revised accordingly.
TRUE
76. Different cultures tend to respond differently to scales, and a scale developed in Western culture may not be automatically transferred to other cultures.
TRUE
76. Marketing researchers take great care in developing research questions that measure attitudes, beliefs, behaviors, and demographics because they desire reliable and valid responses.
TRUE
78. A valuable byproduct of using the same scale in global marketing research is that cultural response biases can be identified and adjustments can be made.
TRUE
78. Words we use commonly in speaking to one another sometimes encourage biased answers when they appear on a questionnaire because their literal interpretations are impossible to answer.
TRUE
79. It is common for a questionnaire designed by one employee of the research company to then be given to a colleague who understands questionnaire design for a thorough inspection for question bias as well as face validity.
TRUE
81. A measure can be reliable but invalid.
TRUE
81. The creation of the introduction should entail just as much care and effort as the development of the questions on the questionnaire.
TRUE
82. The decision about whether to use a disguised survey depends on the survey's objectives, possible undue influence with knowledge of the client, or desire not to alert competitors of the survey.
TRUE
83. Any self-administered survey qualifies for anonymity as long as the respondent does not indicate his or her identity and provided the questionnaire does not have any covert identification tracing mechanism.
TRUE
83. Face validity simply means that the measurement "looks like" it's measuring what it is intended to measure.
TRUE
84. One of the functions of the questionnaire is that it serves as the tool for standardizing questions and response choices so that every respondent responds to identical stimuli.
TRUE
85. Computer-assisted questionnaire design refers to software that allows users to use computer technology to develop and disseminate questionnaires and to retrieve and analyze data gathered by the questionnaire.
TRUE
85. Research has demonstrated that questionnaire design is so important that it directly affects the quality of the data collected.
TRUE
86. Questionnaire design is really a process of several interrelated steps.
TRUE
87. Questionnaire design companies are cognizant of the public's reluctance to take part in surveys, so partner with panel companies and integrate panel sample access into their questionnaire design websites
TRUE
89. It is unwise to take a questionnaire designed for online administration and simply let the questionnaire design system present it in mobile device format.
TRUE
90. Question development refers to the practice of selecting appropriate response formats and wording questions that are understandable, unambiguous, and unbiased.
TRUE
90. Regardless of whether or not the questionnaire is designed for online administration, there are two steps remaining: precoding and pretesting.
TRUE
91. Because researchers can never completely replicate the respondent's perspective, a pretest is extremely valuable
TRUE
91. Even a single word can alter the responses to a question on a survey.
TRUE
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. Placing numbers on the questionnaire to facilitate data entry after the survey has been conducted
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. Pretest participants should be representative of the target population under study.
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.
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. create basis for statistical significance
6. Which single characteristic is unique to a nominal type of measurement? A) description B) order C) distance D) origin E) numbers
a. description
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. display logic
45. "Are you satisfied with the restaurant's food and service?" is an example of what kind of question? A) double-barreled B) overstated C) leading D) loaded E) focused
a. double-barreled
23. Which type of validity is concerned with the degree to which a measurement "looks like" it is measuring that which it is intended? A) face validity B) predictive validity C) convergent validity D) discriminant validity E) relative validity
a. face validity
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. lifestyle inventory
4. If we were measuring age, income, height, number of bottles purchased, and so on, we would be measuring: A) objective properties. B) subjective properties. C) objective objects. D) subjective objects. E) objective subjects.
a. objective properties
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. objective properties
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. ratio scale
2. Researchers measure: A) properties of objects. B) numbers of customers. C) objects of measurements. D) objects of properties. E) types of products.
a. research properties
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. scale development
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. they want high levels of response
20. ________ is an assessment of the exactness of a measurement relative to what actually exists. a. Validity b. Inaccuracy c. Invalidity d. Existentialism
a. validity
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. Transition questions c. Classification questions
a. warm-up questions
37. "What are the considerations that would come to your mind while you are confronted with the decision to have some type of repair done on the automatic icemaker in your refrigerator, assuming that you noticed it was not making ice cubes as well as it did when you first bought it?" violates which question wording guideline? A) focused B) brief C) general D) elaborate E) complete
b. Brief
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. capture data in real-time
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. computer-assisted questionnaire design software
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. demographics
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. interval scale
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
b. interval scale
15. Which type of scale measure takes into account the values and personality traits of people as reflected in their unique activities, interests, and opinions toward their work, leisure time, and purchases? A) intensity series scale B) lifestyle inventory C) semantic differential scale D) AIO scale E) graphic intensity scale
b. lifestyle inventory
120. Rick Irizarry of Irizarry Insurance Company is conducting a survey of potential customers. Age is an important issue in determining life insurance premiums. Rick considers asking for age by asking the respondents to: Check appropriate category: ___ 16 to 19 ___ 20 to 25 ___ 26 to 35 ___ 36 to 50 ___ over 50 Rick should consider the type of the measurement scale to be: A) nominal. B) ordinal. C) interval. D) ratio. E) age-related.
b. ordinal
3. Age, income, gender, and interest in buying product X would all be considered ________ of the consumer, or object. A) descriptions B) properties C) subjective descriptors D) objectives descriptors E) commonalities
b. properties
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
2. 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. properties of objectives
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 Meld testing b. Question evaluation c. Question bias d. Beta testing
b. question evaluation
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 bow d. Question blocking
b. question testing
127. James Strubel is a young attorney who is reviewing a proposed research survey to be used in an upcoming trial. The case involves potential deceptive advertising claims made in a TV commercial advertising over-the-counter (i.e., nonprescription) medicine by the defendant firm. James is commissioning research to determine consumers' understanding of the claims after they have watched the TV commercial. James wants to separate respondents into two categories: (a) those who recall having actually seen the TV commercial and (b) those who do not recall having seen it. For those who do not recall having seen the commercial, they will be asked to view it before asking questions about their beliefs of the claims made. James views the questionnaire proposed by the research firm. One of the questions is: 3. Do you recall having watched a TV commercial featuring XYZ, a pain reliever for arthritis? If "yes," continue. If "no," go to Question 12. This question would be considered a(n): A) disguised question. B) skip question. C) screening question. D) undisguised question. E) classification question.
b. skip question
11. Scale development is designing questions and response formats to measure: A) objective properties. B) subjective properties. C) objective characteristics. D) subjective objects. 12. E) rank order of properties.
b. subjective properties
12. When the intent is to measure psychological properties of consumers (such as attitudes, opinions, and so on) which exist on a continuum in the mind of the respondent, ________ is the most useful type of measure. A) ordinal scale B) nominal scale C) interval scale D) ratio scale E) unassumed interval scale
b. subjective properties
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. the respondent's compensation
55. "Now, for the next few questions, I want to ask about your family's TV viewing habits" is an example of a: A) screen. B) transition. C) demographic question. D) warm-up. E) complicated question.
b. transition
14. Which of the following scale types best defines a scale measure in which respondents are asked to indicate their degree of agreement or disagreement on a symmetric continuum for each of a series of statements? A) semantic differential scale B) nominal scale C) Likert scale D) bipolar scale E) lifestyle inventory
c. Likert scale
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. Nominal measures.
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. When there are questions for which there may be multiple responses
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. coding
52. An incentive may be used to encourage respondent participation. This means that the respondent's name is known by the researcher but will not be divulged to a third party, namely the client: A) respondent/client indemnity. B) anonymity. C) confidentiality. D) "ghost respondent agreement." E) respondent protection.
c. confidentiality
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
21. If a question is designed to measure a construct, for example, "intentions to buy a new product," and the question appears to ask this in a straightforward manner, the measurement would be said to have: A) reliability. B) validity. C) face validity. D) appearance value. E) internal reliability.
c. face validity
119. Rick Irizarry of Irizarry Insurance Company is conducting a survey of potential customers. One of his questions asks how much customers would be willing to pay in annual premium for a $100,000 life insurance policy. Respondents are asked to: Check appropriate category: ___ $1 to $10 month ___ $11 to $20 month ___ $21 to $30 month ___ $31 to $40 month ___ $41 to $50 month Rick should consider the type of measurement scale to be: A) nominal. B) ordinal. C) interval. D) ratio. E) none of the above
c. interval
7. If the distance between 2 - 3 and 6 - 7 on a scale are equal, the scale would likely be at least: A) nominal. B) ordinal. C) interval. D) ratio. E) equal.
c. interval
13. When the intent is to measure psychological properties of consumers (such as attitudes, opinions, and so on) which exist on a continuum in the mind of the respondent, ________ is the most useful type of measure. A) ordinal scale B) nominal scale C) interval scale D) ratio scale E) unassumed interval scale
c. interval scale
40. A loaded question is a question that: A) asks the same thing over and over. B) places undue emphasis on some aspect of the topic. C) is two different questions posed as one. D) has buried word elements that make references to universal beliefs. E) uses words that most respondents would not understand.
c. leading question
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. minimize question bias
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. question library
126. Patrick Donaldson is using a research firm to better understand a potential target market for his company's new product, a pain medication. The research design proposed by the research firm includes randomly surveying consumers who are likely to take the medication (those older than 65 who have arthritis pains). Patrick views the questionnaire proposed by the research firm. Two of the questions are: (1) Are you older than 65? If "yes," continue to Question 2. (2) Do you experience pain from arthritis? If "yes," continue to Question 3. Questions 1 and 2 are considered to be: A) disguised questions. B) skip questions. C) screening questions. D) undisguised questions. E) classification questions.
c. screening questions
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. semantic differential scale
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. semantic differential scale
18. Which of the following scale measures is good for assessing store, company, or brand images because profiles may be generated to easily depict the image? A) constant sum scale B) lifestyle inventory C) semantic differential scale D) image analysis scale E) image profile scale
c. semantic differential scale
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. subjective properties
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. the Likert Scale
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
c. the nonsymmetric interval scale
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. transition question
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. Measures
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. Stapel scale
50. Which of the following is NOT included in the introduction part of the questionnaire? A) identification of the sponsor/researcher B) the purpose of the survey C) explanation of how the respondent was selected D) demographic questions E) request for participation
d. demographic
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. ensure unbiased questions
31. Research questions do NOT measure which of the following? A) attitudes B) beliefs C) behaviors D) ideas E) demographics
d. ideas
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. into a logical sequence
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. lifestyle inventory
1. Which of the following is defined as determining if and how much of a property is possessed by an object? A) scale level B) attributes of properties C) subjective and objective properties D) measurement E) intensity determination
d. measurement
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. ordinally scaled
8. Which characteristic is associated only with ratio scales? A) description B) order C) distance D) origin E) label
d. origin
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. Meld test b. market test c. response test d. pre-test
d. pre-test
10. A question that asks the age of a respondent in years would be scaled as: A) nominal. B) ordinal. C) interval. D) ratio. E) rank-order.
d. ratio
121. Rick Irizarry of Irizarry Insurance Company is conducting a survey of potential customers. Age is an important issue in determining life insurance premiums. Rick considers asking for age in the following way: How old are you? ___ years Rick should consider the type of the measurement scale to be: A) nominal. B) ordinal. C) interval. D) ratio. E) categorical.
d. ratio
5. Which of the following refers to a scale having a true zero beginning point? A) nominal B) ordinal C) interval D) ratio E) neutral
d. ratio
9. A question that asks how much you would be willing to pay in annual premium for a $100,000 life insurance policy would be scaled as: A) nominal. B) ordinal. C) interval. D) ratio. E) an origin.
d. ratio
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. reliable measure
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. scaled-response questions
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. should not exceed 30 characters
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
28. What happens immediately prior to client approval during the questionnaire development process? A) Data is gathered. B) Questions are formulated for the next section of the questionnaire. C) The questionnaire is revised. D) The questionnaire is finalized. E) A pretest is conducted.
e. A pretest is conducted.
48. Questionnaire organization has the potential to: A) affect the quality of the information gathered. B) motivate respondents to be conscientious. C) discourage respondents. D) cause respondents to stop answering questions. E) all of the above
e. all of the above
