COMM 2030 Ch. 9
Multiple- choice questions
Questions that offer respondents a selection of answers from which they are instructed to select one or more
Demographic questions
Questions that seek information on such variables as age, marital status, income, and occupation
Survey results typically explain why respondents answered the way they did.
False
Cross-sectional surveys
Surveys taken at one point in time, as opposed to trend studies.
Cross-lagged surveys
Surveys that measure the relationship between a dependent variable and an independent variable at two points in time
In panel studies, the same group of individuals is retained to answer questions over time.
True
Leading questions lead the respondent to give an answer the researcher wants rather than letting respondents respond in their own terms.
True
One advantage of surveys is that respondents are able to answer large numbers of questions rapidly.
True
One problem with surveys is having to decide whether the responses received are valid
True
Semantic differential questions basically ask respondents to mark an answer somewhere between two opposite ideas.
True
Surveys are used primarily for reasons of speed and cost-effectiveness.
True
Trend studies measure the same items over time but draw different samples from the population each time
True
With appropriate sampling, you can make generalizations with a known level of confidence from a survey sample to a wider population.
True
Trend studies measure items at one point in time.
False
Funnel
A set of questions that move from general to specific
Inverted funnel
A set of questions that move from specific to general
Questionnaire
A set of questions to which respondents reply
Cohorts
A group of people defined most typically by having an event in common.
Panel
A group of the same individuals retained to answer questions over time
Op-scan
Optical scanning. Refers to survey forms with machine-readable marks on them
A questionnaire is a specific set of questions that respondents answer.
True
A survey is a series of formatted questions delivered to a defined sample of people.
True
Double negative
A combination of negative wording with a double-barreled question, almost guaranteed to confuse respondents.
Survey
A research method in which predeterminded, formatted questions are distributed to relatively large numbers of people. Typically, respondents respond by phone, mail, email, or website
"Filter" questions or instructions ensure that respondents answer every question in a survey.
False
A questionnaire is a device for randomly generating questions.
False
A semantic differential scale is always anchored by the terms "Strongly Agree" and "Strongly Disagree".
False
Cross-sectional surveys capture information over an extended period of time.
False
Generally, most people are happy to respond to telephone surveys.
False
Likert-type questions always end with a question mark.
False
Most survey designs provide a basis for assessing causal relationships among variables.
False
One advantage of surveys is the increasing willingness of consumers to participate in them,
False
Question format and wording have little effect on respondents' answers to survey questions.
False
Surveys give a good understanding of the "whys" behind the survey answers.
False
Scaled questions
Questions in which respondents are asked to mark their answers on a scale
Negative wording
Questions phrased using a negative rather then a positive
Double- barreled questions
Questions that ask two questions simultaneously but allow for only one answer.
Filter questions
Questions that determine whether a respondent is qualified to answer a question and that typically redirect them to another question if not.
Dichotomous questions
Questions that offer a choice between two possible answers—for example, "yes" or "no."
Leading questions
Questions worded to lead respondents to a particular answer rather than the one they might have genuinely given
Trend studies
Studies that measure the same items over time but draw different samples from the population to do so
Longitudinal studies
Studies that track people change in knowledge, attitude, or behavior over time
Cohorts are groups of people defined, most typically, by having an event in common.
True
Cross-lagged surveys measure a dependent variable and an independent variable at two points in time.
True
Filter questions filter out respondents who cannot or should not answer specific questions
True
