MKT 4420 CH. 10
Laddering interviews are typically used to provide an in-depth understanding of how consumers relate to a brand by delving into hidden, preconscious factors that influence purchase.
True
One of the characteristics that separates multiple choice questions from scaled questions is that scaled questions attempt to capture the intensity of the respondent's feelings.
True
Open-ended questions provide more detailed information than scaled questions
True
Screening questions are used to determine if someone is qualified to participate in a study.
True
Today, Facebook can be used as a survey research platform.
True
__________ is achieved by avoiding ambiguous terminology, using reasonable, vernacular language adjusted to the target group, and asking only one question at a time. a. Leadership b. Clarity c. Precision d. None of the above
b. Clarity
Probes fall into three distinct categories. What are the categories? a. Proactive, reactive, inactive b. Proactive, reactive, spontaneous c. Reactive, active, spontaneous d. Proactive, spontaneous, inactive
c. Reactive, active, spontaneous
A researcher wants to develop a questionnaire that asks users of the product different questions than non-users. What technique should s/he use to accomplish this? a. open-ended questions b. piping c. branching d. non-response
c. branching
When writing a questionnaire, it is often effective to use industry jargon.
False
When a question has only two possible choices, it is referred to as a _____________question. A. dichotomous B. qualitative C. multiple choice D. scaled-response E. none of the above
A. dichotomous
Which of the following is not characteristic of open-ended questions? A. ease of coding and tabulation of results B. respondents get to reply in their own words C. answers based on respondent's frame of reference D. can be used to interpret closed-ended questions E. all of the above are characteristic of open-ended questions
A. ease of coding and tabulation of results
Which of the following would not be a good practice regarding question sequencing? A. general questions at the end B. general questions at the beginning C. sensitive questions at the end D. questions requiring work in the middle E. none of the above
A. general questions at the end
Which of the following types of questions would have the highest cost associated with its interpretation and tabulation? A. open ended B. dichotomous C. multiple choice D. scaled response E. The cost would be equal for all.
A. open ended
_______________ integrates responses from a question into later questions. A. piping B. editing C. branching D. coding
A. piping
"First National Bank is..... progressive ____|____|____|____|____ backward" is which of the following question formats? A. scaled response B. dichotomous C. open ended D. closed ended E. none of the above
A. scaled response
Which type of question would be located in the screener? A. transitional B. warm up C. demographic D. qualifying E. none of the above
A. transitional
The pretest of a questionnaire would not be done for: A. getting the respondent's reaction to the questionnaire. B. checking for the appropriateness of the sample of respondents. C. checking for misinterpretations by respondents. D. checking for potentially biasing questions. E. All of the above would be part of a pretest.
B. checking for the appropriateness of the sample of respondents
Which of the following is not part of the criteria for a good questionnaire? A. considers the respondent B. considers the computer hardware tabulating the results C. provides decision-making information D. meets data-processing requirements E. All are part of the criteria for a good questionnaire.
B. considers the computer hardware tabulating the results
"Do you own a cell phone? ____YES ____NO" is an example of which type of question format? A. scaled response B. dichotomous C. open ended D. closed ended E. none of the above
B. dichotomous
When a questionnaire asks the respondent to skip question 4 if they answered "no" to question 3, this is an example of _______. A. piping B. editing C. branching D. coding E. none of the above
B. editing
A proper layout for a questionnaire is needed to: A. make it attractive to the respondent. B. elicit answers that are more carefully thought out and detailed. C. impose standardization on the questionnaire. D. compensate for poorly worded questions. E. all of the above
B. elicit answers that are more carefully thought out and detailed.
It is important for surveys to include supervisor's instructions in order to assist the _______. A. client B. field services firm C. respondent D. none of the above
B. field services firm
Probing is especially important when using: A. dichotomous questions. B. open-ended questions. C. closed ended questions. D. multiple choice questions. E. none of the above
B. open-ended questions.
Which of the following is an incorrect statement concerning questionnaire layout? A. Position threatening or sensitive questions last. B. Allow plenty of space for open-ended questions. C. Always place demographics questions at the beginning. D. Position questions that require the most effort in the middle. E. None of the above is an incorrect statement.
C. Always place demographics questions at the beginning.
Going through each question to ensure that skip patterns are followed and that required questions are answered is _______. A. coding B. scaling C. editing D. closing E. none of the above
C. editing
Which of the following is not specifically part of the questionnaire evaluation process? A. evaluating questionnaire length B. the necessity of each of the questions C. getting approval from a client D. whether questions are needed to accomplish research objectives E. All are part of the questionnaire evaluation process.
C. getting approval from a client
A screening question is used to: A. identify the right type of question for the final questionnaire. B. check for respondent bias. C. identify appropriate respondents for the survey. D. both (b) and (c) E. none of the above
C. identify appropriate respondents for the survey.
What type of question is the following? Which of the following age categories best describes your age? ____0-18 ____19-24 ____25-34 ____35 and over A. dichotomous question B. open-ended question C. multiple choice question D. scaled question E. none of the above
C. multiple choice question
Which type of question does not allow the researcher to perform statistical analysis? A. closed ended B. multiple choice C. open-ended D. dichotomous
C. open-ended
Which of the following questions potentially biases the respondents? A. "We are conducting a study concerning the high quality of First National Bank services" B. "Do you shop at a lower class store like Wal-Mart?" C. "How satisfied are you with McDonald's food quality and location?" D. (a) and (b) E. all of the above
D. (a) and (b)
Which of the following is not characteristic of the questionnaire? A. formalized schedule for collecting data B. a unique control device in the data collection process C. survey instrument D. set of questions designed to generate data for specific objectives E. All are characteristic of the questionnaire.
E. All are characteristic of the questionnaire.
Which of the following is a reason for increased costs of survey research? A. premature termination of the interview B. adding a security screener C. trying to reach a qualified respondent D. None of the above are reasons for increased costs of survey research. E. All of the above are reasons for increased costs of survey research.
E. All of the above are reasons for increased costs of survey research.
Which of the following is not a true statement concerning questionnaire development and the Internet? A. It can be used to facilitate questionnaire development. B. There is specialized software for online questionnaire development and implementation. C. Questionnaires can be delivered to potential respondents via email. D. Questionnaires can be posted on the market researcher's website. E. All of the above are true.
E. All of the above are true.
A questionnaire developed for adults should not be modified for a study with children.
False
A researcher who wants to know consumers' perceptions of the taste and temperature of a restaurant's food should combine these attributes into a single question.
False
Counterbiasing statements are typically made near the beginning of a survey.
False
In a survey, there should never be a model introduction/opening and closing.
False
In the marketing research process, the questionnaire precedes survey objectives and comes after data analysis.
False
Once the questionnaire has been designed and pretested, the researcher can decide on how the data will be collected.
False
Open-ended questions, by their nature, do not need to be coded for data analysis
False
Preparing the final questionnaire copy is the last step in the questionnaire design process.
False
In the questionnaire design process, what is the first step? a. Determine the data-collection method b. Determine the question response format c. Decide on question wording d. Determine the survey objectives, resources, and constraints
d. Determine the survey objectives, resources, and constraints
Questions that are sensitive and may embarrass the respondent should be positioned at the ___________ of the survey. A. beginning B. middle C. end D. Such questions should not be asked at all. E. None of the above are correct.
C. end
"In the space below, please write down your three favorite flavors of ice cream" is an example of what type of question? A. scaled response B. dichotomous C. open ended D. closed ended E. none of the above
C. open ended
Survey objectives should utilize abbreviations and slang.
False
A lower incidence population would cost more money to reach than a higher incidence population.
True
A yes-no question is an example of a dichotomous question.
True
Closed-ended questions require less time to prepare for data processing than open-ended questions.
True
