Marketing Research Ch.8 HW

Identify the functions of a transition phrase in a questionnaire.

- It tells the participants that a change in their process of thinking is about to take place. - It communicates to the respondents their progress in terms of completing the questionniare.

Which of the following is used to train interviewers on how to select prospective respondents, screen them for eligiblility, and conduct the actual interview?

Interviewer instructions

True or false: In choosing an information collection method, researchers should follow a specific-to-general order.

False.

True or false: In the context of the step of implementing the survey in designing the survey, the process followed for data collection using the agreed-upon questionnaire is independent of whether the survey is self-administered or interviewer-compeleted.

False.

A separate written communication to a prospective respondent designed to enhance that person's willingness to complete and return a survey in a timely manner is called a

cover letter

Match the types of data collection methods with the situation in which they are more likely to be used. 1. Qualitative data collection procedures 2. Quantitative data collection procedures

1. During the development stage of understanding the specific aspects that constitute a construct 2. After the development of constructs, in the form of a preteset or pilot study, to assess reliability and validity of the constructs

A formal framework consisting of a set of question and scales designed to generate primary raw data is called a(n)

questionnaire

Which of the following must be done before determining a layout and evaluating questionnaires?

- Confirm reserach objectives. - Develop questions and scaling. - Choose an appropriate information collection method.

Identify the true statements about designing questionnaires.

- Good questionnaires, or well-desinged questionnaires, allow researchers to gather information that is not only reliable but also valid. - The principles of designing questionnaires remain essentially the same regardless of advances in communication systems.

Arrange the steps in questionnaire design from first to last.

1. Confirm research goals. 2. Select apt information gathering methods, and develop questions and scaling. 3. Determine a layout and evaluate questionnaires. 4. Gain intial client approval. 5. Pretest, revise, and finalize qusetionnaires. 6. Implement the survey.

Match the types of question formats with their features. 1. Unstructured questions 2. Structured questions

1. More difficult to code 2.

Match the types of tests conducted before the main study with their features 1. Pilot studies 2. Pretests

1. They are most often associated with empirical descriptive or predictive quantitaive reseasrch studies. 2. They are more frequently associated with exploratory and causal experimental research designs.

Match the types of research designs with their descriptions. 1. Descriptive research designs 2. Predictive research designs

1. They use questionnaires to gather information that can be converted into knowledge about people, objets, or issues. 2. They use questionnaires to gather a wider range of information that can be used in forecasting changes in attitudes and behaviors and also in testing hypotheses.

Match the sections of a good questionnaire design with their definitions. 1. Introductory section 2. Screening questions section 3. Research questions section 4. Demographic questions section

1. This section gives respondents an overview of the resesarch. 2. The purpose of this seciton is to identify qualified prospective respondents and prvent unqualified respondents from being included in the study. 3. This section contains questions based on the research objectives of the study. 4. This section often asks personal information and is placed at the end so that details can be filled when a "comfort zone" is established between researchers and respondents.

Which of the following is a recording document that gathers basic summary information about an interviewer's performance efficiency?

A call record

Identify a true statement about designing online surveys.

Recruiting participants is challenging.

__, also known as branching questions, are used if the next question, or set of quesitons, should be responded to only by respondents who meet a previous condition.

Skip questions

A bias that occurs when the order of the questions, or of the closed-end responses to a particular question, influences the answer given is called

response order bias

A form that serves as a blueprint for training people on how to execute an interviewing process in a standardized fashion is called a(n)

supervisor instruction form

Identify the information gathered from call records.

- Number of terminated interviews - Number of calls made per hour - Completions by quota categories - Duration of the interview

Identify the guidlines for asking sensitive questions.

- Refrain from asking sensitive questions unless they are necessary to achieve a research objective. - Assure participants that their responses will be kept ocnfidential.

Identify the instructions and information included in interviewer instructions.

- Sampling instructions - Screening procedurs - Nature of the study - Start and completion dates

In the context of designing quesitonnaires, identify the actions that researchers must take in order to select a data collection method.

- They must determine the type of demographic information that they desire from respondents. - They must determine the information requirements to achieve each objective.

Identify the situations in which the bias introduced by common methods variance (CMV) is most likely to occur.

- When the same respondent answers both independent and dependent variable questions that are subjective in nature at the same time - When a respondent identifies a correlation between an independenta nd dependent variable

Arrange the sections of good quetionnaire design from the first section to the last section.

1. Introductory section 2. Screening questions 3. Research questions section 4. Demographic questions

Jenny, an interviewer, requires a representation of six people from ArtJunk, four people from GoodNBetter, and seven people from DaintyPaint, all of which are art supplies companies, for the study that she is conducting. In this scenario, Jenny is using _____.

Quotas

Which of the following defines bad questions?

They are questions that prevent or distort the fundamental communication between a researcher and respondents.

Identify a true statement about skip questions.

They help make sure that only specifically qualified respondents respond to particular items.

Final approval of a questionnaire must be obtained from clients by researchers ______.

before pretesting.

Response order biases are most often present in ______.

phone surveys

A ______ is a tracking system that collects data from respondents and helps ensure that subgroups are reprented in the sample as specified.

quota

A primary metric for traditional data collection methods that is difficult to measure for online surveys is _____.

response rate

Which of the following questions includes income, sexual beliefs or behaviors, medical conditions, financial difficulties, alcohol consumption, and so forth that respondents are likely to respond to incorrectly?

sensitive questions