Deck 10: Questionnaire and Form Design

Question 1

A standardized questionnaire or form will ensure comparability of the data,increase speed and accuracy of recording,and facilitate data processing.

Answer 1

True

Question 2

A questionnaire can be a major source of response error.

Answer 2

True

Question 3

Respondents do not answer questions on which they are not informed.

Answer 3

False

Question 4

Questions such as "What did you have for lunch a week ago?" are correct questions because consumers are very good at remembering quantities of products consumed.

Question 5

Omission,telescoping,and creation are errors that may occur if the respondent has a problem remembering the information asked in the questionnaire.

Question 6

Another name for questionnaire is schedule instrument.

Question 7

Filter questions enable the researcher to filter out respondents who are not adequately informed.

Question 8

The steps in the questionnaire design process are interrelated and the development of a questionnaire will involve some iteration and looping.

Question 9

Two apparently similar ways of posing a question always yields the same information.

Question 10

A questionnaire is an informal set of questions for obtaining information from respondents.

Question 11

Omission error takes place when a respondent "remembers" and event that did not actually occur.

Question 12

Creation error is the inability to recall an event that actually took place.

Question 13

Research indicates that questions that rely on unaided recall can underestimate the actual occurrence of an event.

Question 14

The more diversified the respondent group,the more difficult it is to design a single questionnaire that is appropriate for the entire group.

Question 15

A "don't know" option does not appear to reduce uninformed responses without reducing the overall response rate or the response rate for questions about which the respondents have information.

Question 16

Respondents that are unwilling to give responses should be given aids such as pictures,maps,and descriptions to help them articulate their responses.

Question 17

All questions on a questionnaire should contribute to the information needed or serve some specific purpose.

Question 18

Respondents may not be able to respond because they are unable to articulate a response,they may not be informed,or they may not remember.

Question 19

A well-designed questionnaire can motivate the respondents and increase the response rate.

Question 20

Respondents with responses that are difficult to articulate should be given aids such as pictures,maps,and descriptions to help them articulate their responses.

Question 21

To control for order bias,several forms of the questionnaire should be prepared with the order in which alternatives are listed varied from form to form.

Question 22

The inverted funnel approach is useful when respondents have no strong feelings or have not formulated a point of view.

Question 23

The researcher can manipulate the context in which the questions are asked so that the questions seem appropriate.

Question 24

Respondents exhibiting order or position bias tend to check the first or last statement in a list.

Question 25

Choosing question structure is probably the most difficult task in developing a questionnaire.

Question 26

Qualifying questions should not serve as opening questions.

Question 27

Sensitive topics should be placed at the beginning of the questionnaire to get the difficult questions over with.

Question 28

Information should be obtained in the following order: basic,identification,classification.

Question 29

Opening questions should be used to get at the purpose of the questionnaire quickly.

Question 30

An alternative that is not explicitly expressed in the options is an explicit alternative.

Question 31

Free-response questions are good as first questions on a topic.

Question 32

Dichotomous questions cannot have neutral alternatives such as "don't know" or "no opinion."

Question 33

A principal disadvantage of structured questions is that potential for interviewer bias is high.

Question 34

Respondents may be unwilling to answer a particular question because too much effort is required or they may not remember the information that is being asked.

Question 35

A principal disadvantage of unstructured questions is that potential for interviewer bias is high.

Question 36

The inverted funnel is a strategy for ordering questions in a questionnaire in which the sequence starts with the general questions that are followed by progressively specific questions in order to prevent specific questions from biasing general questions.

Question 37

"What is your occupation?" is a free-answer question.

Question 38

Mentioning the sponsor of a project in the question might bias the respondent towards the sponsor.

Question 39

There is evidence that the response to a question is influenced by the directionality of the question.

Question 40

When developing questions,the researcher should avoid leading questions like "What is your favorite brand of toothpaste?"

Question 41

In questionnaire design,assigning a code to every conceivable response before data collection is called pre-coding.

Question 42

Protocol analysis and debriefing are two commonly used procedures in pretesting.

Question 43

Pretests are best done by personal interviews,even if the actual survey is to be conducted by mail,telephone,or electronic means.

Question 44

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.

Question 45

An analysis of social media content can aid in determining the content,structure,and wording of individual questions.

Question 46

According to your test,comScore recruited 87 American and Canadian Web sites to participate in a study to determine what design features and experiences make visitors return to a site.The results of the survey found that ________ was the most important factor in determining whether or not a site would receive repeat visit visitors.

A)whether or not the respondent found the site visit enjoyable
B)content
C)quality of the organization of the site and its degree of uniqueness
D)frivolous content

Question 47

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.

Question 48

Observational forms and questionnaires require adequate pretesting.

Question 49

The researcher has the ethical responsibility of designing the questionnaire so as to obtain the required information in a biased manner.

Question 50

To minimize discomfort,it should be made clear at the beginning of the interview that respondents are not obligated to answer a question that makes them uncomfortable.

Question 51

Typically,a questionnaire is only one element of a data-collection package that might also include all of the following except ________.

A)some reward
B)communication aids
C)a data code book
D)fieldwork procedures

Question 52

All aspects of the questionnaire should be pretested,including question content,wording,sequence,form and layout,question difficulty,and instructions.

Question 53

Respondents for the pretest and for the actual survey should not be drawn from the same population.

Question 54

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)A questionnaire must be easy to use.
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.

Question 55

Forms for recording observational data are more difficult to construct than questionnaires.

Question 56

The questionnaire or research instrument should be biased in terms of the country in which it will be used.

Question 57

Unstructured questions reduce cultural bias because they do not impose any response alternatives.

Question 58

The responses obtained from the pretest should be coded and analyzed.

Question 59

Which of the following is not a part of the questionnaire design process?

A)Specify the type of interviewing method.
B)Arrange questions in proper order.
C)Reproduce the questionnaire.
D)Develop sampling plan.

Question 60

Information on demographic characteristics such as marital status,education,household size,occupation,income,and dwelling unit may have to be specified differently for different countries,as these variables may not be directly comparable across countries.

Question 61

The great weakness of questionnaire design is lack of ________.

A)precision
B)accuracy
C)theory
D)consensus

Question 62

"Is the respondent informed?","Can the respondent remember?",and "Can the respondent articulate?" are all questions asked in the ________ stage of the questionnaire design process.

A)overcoming unwillingness to answer
B)specify the type of interviewing method
C)overcoming inability to answer
D)choosing question wording

Question 63

When trying to overcome respondents' unwillingness to answer,the researcher might list the possible responses a respondent might make.More specifically,the list is an effort by the researcher to ________.

A)increasing the unwillingness of respondents
B)obtain sensitive information
C)put the information request in context
D)reduce the effort required of the respondents

Question 64

The first step in the questionnaire design process is ________.

A)specify the type of interview method
B)identify the form and layout
C)specify the information needed
D)determine the content of individual questions

Question 65

Respondents' inability to remember leads to three types of error.Which of the errors listed below is not mentioned in the text as one of the types of errors created by respondents?

A)telescoping
B)creation error
C)recall error
D)omission error

Question 66

When developing a questionnaire,to ensure that the information obtained fully addresses all components of the problem,the researcher should ________.

A)review components of the problem and the approach
B)prepare a set of dummy tables
C)have a clear idea of the target population
D)all of the above

Question 67

Which of the following is not a reason why a respondent might be unwilling to answer a particular question?

A)The respondent may not be informed.
B)Too much effort is required.
C)The situation or context may not seem appropriate for disclosure.
D)No legitimate purpose or need for the information requested is apparent.

Question 68

________ that measure familiarity,product use,and past experience should be asked before questions about the topics themselves.

A)Branching questions
B)Filler questions
C)Dichotomous questions
D)Filter questions

Question 69

The respondents' ability to remember an event is influenced by all of the following except________.

A)the event itself
B)the time elapsed since the event
C)the presence or absence of events that would aid memory
D)where you were when the event occurred

Question 70

Most "why" questions about the use of a product or choice alternative involve two aspects: ________ and ________.

A)attributes of the product;influences leading to knowledge of the product
B)attributes of the product;how the product is used
C)how the product is used;influences leading to knowledge of the product
D)none of the above

Question 71

A ________ is a single question that attempts to cover two issues.

A)structured question
B)dichotomous question
C)double-barreled question
D)branching question

Question 72

If you are deciding between personal interviews or computer-assisted interviewing,you are at which step of the questionnaire design process?

A)Specify the type of interviewing method.
B)Determine the content of individual questions.
C)Arrange the questions in proper order.
D)Eliminate bugs by pretesting.

Question 73

All of the statements below are ways in which the researcher can encourage respondents to provide information they are unwilling to give except ________.

A)preface the question with a statement that the behavior of interest is common
B)provide response categories rather than asking for specific figures
C)use randomized techniques
D)all of the above

Question 74

________ refer to open-ended questions that respondents answer in their own words.

A)Dichotomous questions
B)Structured questions
C)Unstructured questions
D)Branching questions

Question 75

A ________ describes how the analysis will be structured once the data have been collected.

A)dummy table
B)analysis table
C)dummy plan
D)none of the above

Question 76

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

Question 77

When determining if a question is necessary,in some situations it may be necessary to ask questions that are not directly related to the information that is needed.Which of the reasons stated below were given in your text as reasons why questions not related to the information needed might be included in the questionnaire?

A)to establish involvement and rapport
B)to disguise the purpose or sponsorship of the project
C)to generate client support for the project
D)all of the above

Question 78

The type of method influences questionnaire design.Considering how the questionnaire is administered under each method,which method is most appropriate if lengthy,complex,and varied questions need to be asked?

A)mail questionnaire
B)telephone interview
C)personal interview
D)Internet questionnaire

Question 79

Sally was reluctant to answer questions about her personal hygiene until she saw that the survey was sponsored by the American Medical Association.Sally's understanding of who sponsored the survey helped with which aspect of "overcoming the respondent's unwillingness to answer"?

A)legitimate purpose
B)context
C)sensitive information
D)increasing the willingness of the respondent

Question 80

"Do you think Coca-Cola is a tasty and refreshing soft drink?" is an example of a ________.

A)structured question
B)dichotomous question
C)double-barreled question
D)branching question