MARK3700 Ch11 practice

Fixed-alternative questions are often included on surveys due to the following advantages EXCEPT: a. Answer choices are all inclusive b. Quick to answer c. Interviewer skills are less important d. Easy to answer

a. Answer choices are all inclusive

Self-administered Internet surveys is one of the most commonly utilized tools to collect consumer data. Important features of these online surveys include all of the following EXCEPT: a. Lack of randomization b. Timing c. Status bar d. Response quality

a. Lack of randomization

Researchers can phrase questions in many different ways. Two basic types of questions based on the amount of freedom respondents have in providing an answer are ____________ and ______________. a. Open-ended; fixed-alternative b. Open-question; fixed-question c. Open-alternative; fixed-ended d. Open-answer; fixed-answer

a. Open-ended; fixed-alternative

Respondents who take relatively little time to answer all questions on a survey, so that the veracity of the responses is questionable are referred to as _____________. a. Speeders b. Rushers c. Balloters d. Quick responders

a. Speeders

Questionnaires need to be systematically planned during the survey design stage. To assist with the design process, researchers can ask the following questions: a. What should be asked? b. All of these questions can help researchers in survey design. c. What order should questions be arranged? d. How should the survey be pretested?

b. All of these questions can help researchers in survey design.

Online surveys can incorporate __________ and __________ to enhance the overall survey flow and facilitate data accuracy. a. Loaded question; double-barreled question b. Branching; survey blocks c. Breakoff; branching d. Bias; breakoff

b. Branching; survey blocks

Violet is participating in a research study and completing an online survey. After answering a few questions, Violet gets frustrated with the questions and closes the survey leaving half the questions unanswered. Violets actions can be referred to as ___________. a. Branching b. Breakoff c. Blocks d. Order bias

b. Breakoff

The ___________ the quality of the question, the ___________ the quality of the data. a. Higher; lower b. Higher; higher c. Lower; higher d. Lower; no impact

b. Higher; higher

The purpose of a pretest is to uncover any problems a questionnaire my cause. Therefore, researchers conduct pretests to answer specific questions about the survey. Which of the following is NOT one of the questions addressed by a pretest? a. Are questions easily answered? b. Is the survey cheap to administer? c. Is the survey flow natural and conversational? d. What item response rate can be expected?

b. Is the survey cheap to administer?

When developing a questionnaire, researchers need to try to prevent common mistakes including: a. Include ambiguity b. Complex is better c. Avoid loaded questions d. Make assumptions

c. Avoid loaded questions

"Healthy individuals consumer at least three servings of vegetables a day. How many servings of vegetables do you eat a day?" What common mistake is exemplified in the question above? a. Filter question b. Double-barreled question c. Leading question d. Checklist question

c. Leading question

Jill is conducting a study on consumer happiness. She first asks respondents questions about how happy they are with their life in general and then how happy they are with their partnership. Lastly, Jill asks about respondents' happiness with their career. What mistake has Jill made when creating the survey? a. Unaided recall b. Counterbiasing statement c. Order bias d. Double-barreled question

c. Order bias

To encourage respondents to answer questions on online surveys, researchers can implement ____________ involving the reminder to complete incomplete questions before moving forward. a. Piping b. Status bar c. Prompting d. Branching

c. Prompting

Questionnaire __________ refers to the extent that all information collected addresses a research question and helps a decision-maker address a current marketing problem. a. Management b. Congruity c. Relevancy d. Accuracy

c. Relevancy

Questionnaire accuracy is highly influenced by the factors listed below, NOT including: a. Question wording b. Question sequence c. Respondent patience d. Respondent interest

c. Respondent patience

The image below depicts what type of survey technology researchers can implement in survey design? Survey Completion 0% |||||||||||||||||------------- 100% a. Piping software b. Speeders c. Status bar d. Heat map

c. Status bar

After the Super Bowl, researchers often conduct studies to assess consumers' attitude towards the Super Bowl ads. One question potential question a researcher could design is "What brands were advertised during the Super Bowl?" What question best describes the Super Bowl question above? a. Filter question b. Aided-recall c. Unaided recall d. Loaded question

c. Unaided recall

The question depicted below features what type of fixed-alternative answer choice? Select that all apply: o WSJ o Bloomberg o CNN o USA Today o Facebook o Twitter a. Dichotomous-alternative question b. Open-ended question c. Simple-dichotomy question d. Checklist question

d. Checklist question

"How often do you eat fast-food and exercise per week?" is an example of what type of question mistake? a. Counterbiasing statement b. Split-ballot technique c. Complex question wording d. Double-barreled question

d. Double-barreled question

Ordering questions on a survey from general to more specific questions allows researchers to establish respondent's overall frame of reference prior to collection detailed preferences. What technique are researchers using? a. Branching technique b. Breakoff technique c. Order bias d. Funnel technique

d. Funnel technique

Susan is studying consumers' attitude towards a new product packaging. She created a survey including a variety of questions. One of the questions is "What do you think about the new product packaging? Please be as detailed as possible in your response." What type of question did Susan create? a. Fixed-alternative question b. Frequency-determination question c. Multiple-choice question d. Open-ended response question

d. Open-ended response question

__________ is a tabulation of the results of a pretest to help determine whether the questionnaire will meet the objectives of the research. a. Piping software b. Multiple-grid question c. Pretest d. Preliminary tabulation

d. Preliminary tabulation

"Have you ever cheated on an exam? Select one answer: Yes___ No___" What type of question is depicted above? a. Frequency-determination question b. Multiple-grid question c. Checklist question d. Simple-dichotomy question

d. Simple-dichotomy question

Which of the following is NOT true about survey design? a. Survey design is one of the most critical stages of survey research. b. Researchers need to minimize error in survey design. c. Bad questions lead to useless results. d. Writing good questions is easy

d. Writing good questions is easy