MKT 431 Ch. 11
A(n) ________ is a structured technique for data collection that consists of a series of questions, written or verbal, which a respondent answers. A) questionnaire B) observation C) focus group D) test market E) time-series questions
A) questionnaire
Which of the following types of information is the most important aspect of a marketing research study? A) basic information B) classification information C) problem-solving information D) identification information E) quantification information
A) basic information
A ________ is a question used to guide an interviewer through a survey by directing the interviewer to different spots on the questionnaire depending on the answers given. A) branching question B) leading question C) double-barreled question D) filter question E) break-out questions
A) branching question
According to the text, ________ direct respondents to different places in the questionnaire based on their response to the question at hand. A) branching questions B) leading questions C) double-barreled questions D) filter questions E) break-out questions
A) branching questions
A(n) ________ is a structured question with only two response alternatives, such as yes or no. A) dichotomous question B) open-ended question C) multiple-choice question D) random question E) yay-nay question
A) dichotomous question
One consistency in conducting cross-national studies is the universal definition of "household" and "household size" across countries of the world.
F
Open-ended is a popular form of structured question.
F
Open-ended questions are most useful in conclusive research and as opening questions.
F
Problem-solving information is one of the three types of information that is obtained in a questionnaire.
F
Questions regarding identification information generally come before questions regarding demographics.
F
Respondents for the pretest and for the actual survey should NOT be drawn from the same population.
F
Socioeconomic and demographic characteristics used to categorize respondents are referred to as basic information.
F
The last step in the questionnaire design process is to reproduce the questionnaire.
F
To avoid problems in question wording, a researcher should use leading questions when designing a questionnaire.
F
To increase the likelihood of obtaining sensitive information, such topics should be placed in the middle of the questionnaire.
F
When respondents are unable to articulate a response to a question, this usually indicates they have no opinion on that topic.
F
"Usually," "normally," and "frequently" are examples of words that are oftentimes considered confusing to respondents.
T
A question that gives the respondent a clue as to what the answer should be is called a leading question.
T
A questionnaire is a structured technique for data collection that consists of a series of questions, written or verbal, which a respondent answers.
T
A respondent's tendency to choose an alternative merely because it occupies a certain position on the page or in a list is called order bias.
T
A single question that attempts to cover two issues is called a double-barreled question.
T
All of the following are mentioned in the text as disadvantages that are related to unstructured questions EXCEPT: A) respondent response limitations. B) recording error. C) data coding. D) added complexity of analysis. E) A and D
A) respondent response limitations.
Which of the following is the first step in the questionnaire design process? A) specify the information needed B) specify the type of interviewing method C) determine the content of individual questions D) decide on the question structure E) segment the customer base
A) specify the information needed
Which of the following is NOT a guideline that should be followed to avoid problems in question wording? A) use positive statements only B) define the issue C) use ordinary words D) avoid ambiguous words E) avoid leading questions
A) use positive statements only
________ is the testing of the questionnaire on a small sample of respondents for the purpose of improving the questionnaire by identifying and eliminating potential problems before using it in the actual survey. A) Precoding B) Pretesting C) Sampling D) Encoding E) Consolidation
B) Pretesting
Which of the following is NOT an objective of a questionnaire? A) A questionnaire must translate the information needed into a set of specific questions that the respondents can and will answer. B) Questionnaire data must be easy to analyze. C) A questionnaire must uplift, motivate, and encourage the respondent to become involved in the interview, to cooperate, and to complete the interview. D) A questionnaire should minimize response error.
B) Questionnaire data must be easy to analyze.
Socioeconomic and demographic characteristics used to categorize respondents are referred to as ________. A) basic information B) classification information C) problem-solving information D) identification information E) quantification information
B) classification information
According to the text, a single question that attempts to cover two issues is called a ________. A) filtered question B) double-barreled question C) random question D) coefficient question E) two-issue query
B) double-barreled question
Which of the following is the last step in the questionnaire design process? A) arrange the questions in proper order B) eliminate bugs by pretesting C) identify the form and layout D) reproduce the questionnaire E) present the results to the client
B) eliminate bugs by pretesting
Open-ended questions are most useful in ________ and as opening questions. A) descriptive research B) exploratory research C) conclusive research D) virtual research E) confirmatory research
B) exploratory research
Initial questions in questionnaires that screen potential respondents to ensure they meet the requirements of the sample are called ________. A) double-barreled questions B) filter questions C) random questions D) coefficient questions E) requirement questions
B) filter questions
A strategy for ordering questions in a questionnaire in which the sequence starts with general questions, which are followed by progressively more specific questions, in order to prevent specific questions from biasing general questions, is called the ________. A) unstructured approach B) funnel approach C) diagnostic approach D) goal-oriented approach E) inverted-funnel approach
B) funnel approach
Which of the following types of information is considered most sensitive and, therefore, should appear at the end of the questionnaire? A) basic information B) identification information C) problem-solving information D) random information E) quantification information
B) identification information
Which of the following types of questions allow respondents to express their attitudes or opinions without the bias associated with restricting responses to predefined alternatives? A) multiple-choice questions B) open-ended questions C) dichotomous questions D) structured questions E) alternative questions
B) open-ended questions
Which of the following is NOT one of the three types of information that is obtained from a questionnaire? A) basic information B) problem-solving information C) classification information D) identification information E) C and D
B) problem-solving information
Questions that prespecify the set of response alternatives and the response format are called ________. A) unstructured questions B) structured questions C) open-ended questions D) double-barreled questions E) response-alternative questions
B) structured questions
According to the text, ________ are also referred to as free-response or free-answer questions. A) structured questions B) unstructured questions C) double-barreled questions D) filtered questions E) free-bird questions
B) unstructured questions
Open-ended questions that respondents answer in their own words are called ________. A) structured questions B) unstructured questions C) double-barreled questions D) filtered questions E) own-voice questions
B) unstructured questions
According to the text, ________ is information that relates directly to the marketing research problem. A) classification information B) problem-solving information C) basic information D) identification information E) quantification information
C) basic information
According to the text, ________ should be used when the researcher has reason to believe that the respondent thinks of the topic in yes/no terms. A) open-ended questions B) multiple-choice questions C) dichotomous questions D) random questions E) yay-nay questions
C) dichotomous questions
A question that gives the respondent a clue as to what the answer should be is called a(n) ________. A) filtered question B) double-barreled question C) leading question D) open-ended question E) clue question
C) leading question
In ________, the researcher provides a choice of answers, and respondents are asked to select one or more of the alternatives given. A) open-ended questions B) dichotomous questions C) multiple-choice questions D) random questions E) response-alternative questions
C) multiple-choice questions
Which of the following is NOT a popular form of structured questions? A) multiple-choice B) dichotomous C) open-ended D) scales E) all of the above are forms of structured questions
C) open-ended
A respondent's tendency to choose an alternative merely because it occupies a certain position on the page or in a list is called ________. A) structured bias B) random bias C) order bias D) systematic bias E) list bias
C) order bias
In questionnaire design, assigning a code to every conceivable response before data collection is called ________. A) filtering B) branching C) precoding D) funneling E) pre-funneling
C) precoding
All of the following are mentioned in the text as specific guidelines to follow to avoid problems in question wording EXCEPT: A) use ordinary words. B) avoid ambiguous words. C) use leading questions. D) use positive and negative statements. E) C and D
C) use leading questions.
All of the following are mentioned in the text as circumstances in which respondents are likely to refuse to answer a survey question EXCEPT: A) they may feel there's simply too much effort involved. B) they may feel that the question serves no legitimate purpose. C) they may feel that the information is too sensitive. D) All of the selections represent a circumstance where respondents are likely to refuse to answer a survey question. E) B and C
D) All of the selections represent a circumstance where respondents are likely to refuse to answer a survey question.
Which of the following is NOT mentioned in the text as a reason people typically cannot answer a survey question? A) They may not be informed. B) They may not remember. C) They may not be able to articulate certain types of responses. D) All of the selections represent a reason people typically cannot answer a survey question. E) B and C
D) All of the selections represent a reason people typically cannot answer a survey question.
________ is a type of information obtained in a questionnaire that includes name, address, e- mail address and phone number. A) Basic information B) Classification information C) Problem-solving information D) Identification information E) Phone book information
D) Identification information
Regarding international marketing research, which of the following statements is (are) true? A) Only one pretest is recommended in cross-national studies. B) Demographics questions can be used without modification in cross-national studies. C) Structured questions minimize the risk of cultural bias but are more sensitive to differences in educational levels. D) Personal interviewing is the dominant survey method. E) C and D
D) Personal interviewing is the dominant survey method.
All of the following are mentioned in the text as specific objectives of a questionnaire EXCEPT: A) translate the researcher's information needs into a set of specific questions that respondents are willing and able to answer. B) minimize demands imposed on respondents. C) minimize response error. D) collect demographic information that can be used in later direct mail campaigns. E) B and D
D) collect demographic information that can be used in later direct mail campaigns.
All of the following are examples of words that are often considered confusing to respondents EXCEPT: A) usually. B) normally. C) frequently. D) definitely. E) sometimes.
D) definitely.
Deciding if a question is necessary or if several questions are needed rather than one are decisions involved with ________. A) determining the order of scales B) choosing question wording C) choosing question structure D) individual question content
D) individual question content
According to the text, pretests are best done by ________ interviews. A) telephone B) electronic C) mail D) personal E) online
D) personal
Forms for recording observational data are more difficult to construct than questionnaires.
F
Results of crowding questions include all of the following EXCEPT: A) respondents give shorter answers to open-ended questions. B) increase in data tabulation errors. C) questions appear more complex. D) none of the above E) A, B, and C
E) A, B, and C
Which of the following of the 6 W's is NOT particularly well-suited for serving as a guideline for defining the issue in a question? A) Who B) What C) When D) Where E) Why
E) Why
According to the text, identification information is usually positioned in which place in the questionnaire? A) at the beginning B) right after the screening questions C) in the middle D) before the lifestyle questions E) at the end
E) at the end
According to the text, at what point are telephone interviews considered to be too long? A) over 10 minutes B) over 15 minutes C) over 20 minutes D) over 25 minutes E) over 30 minutes
E) over 30 minutes
A leading question is a question used to guide an interviewer through a survey by directing the interviewer to different spots on the questionnaire depending on the answers given.
F
A questionnaire is an informal set of questions for obtaining information from respondents.
F
A researcher should use questions with positive statements only to avoid problems with question wording.
F
According to the text, a conversational style should be avoided when writing interviewer- administered questionnaires.
F
According to the text, classification information is information that relates directly to the marketing research problem.
F
According to the text, pretests are best done by telephone interviews.
F
An open-ended question is a structured question with only two response alternatives, such as yes or no.
F
Analysis of social media can give an understanding that can be valuable in designing an appropriate questionnaire for use in social media surveys but not in traditional surveys.
F
Classification information is considered most sensitive and, therefore, should appear at the very end of the questionnaire.
F
Collecting demographic information that can be used in direct mail campaigns is mentioned in the text as a specific objective of a questionnaire.
F
Dichotomous questions allow the respondent to express their attitudes or opinions without the bias associated with restricting responses to predefined alternatives.
F
A strategy for ordering questions in a questionnaire in which the sequence starts with the general questions, which are followed by progressively more specific questions, in order to prevent specific questions from biasing general questions, is called the funnel approach.
T
A well-designed questionnaire can motivate the respondents and increase the response rate.
T
According to the text, branching questions direct respondents to different places in the questionnaire based on their response to the question at hand.
T
According to the text, dichotomous questions should be used when the researcher has reason to believe that the respondent thinks of the topic in yes/no terms.
T
According to the text, unstructured questions are also referred to as free-response or free- answer questions.
T
An analysis of social media content can aid in determining the content, structure, and wording of individual questions.
T
Basic information is the most important aspect of a marketing research study.
T
For questionnaires to be used in surveys to be conducted in social media, the general principles and guidelines for questionnaire design remain the same as those for traditional media.
T
Identification information is a type of information obtained in a questionnaire that includes name, address, and phone number.
T
In multiple-choice questions, the researcher provides a choice of answers, and respondents are asked to select one or more of the alternatives given.
T
In questionnaire design, assigning a code to every conceivable response before data collection is called precoding.
T
Open-ended questions that respondents answer in their own words are called unstructured questions.
T
Pretesting is the testing of the questionnaire on a small sample of respondents for the purpose of improving the questionnaire by identifying and eliminating potential problems before using it in the actual survey.
T
Questions that prespecify the set of response alternatives and the response format are called structured questions.
T
