Deck 12: Designing the Questionnaire

Question 1

Open-ended questions are generally easier for a respondent to answer than closed-ended questions, which require more thought.

Answer 1

False

Question 2

A rule-of-thumb in selecting the number of response categories is to give the respondent a choice of at least nine.Fewer than nine categories will not capture individual differences, particularly in a telephone interview.

Answer 2

False

Question 3

Open-ended questions are harder to develop and require more exploratory work than closed-response questions.

Answer 3

False

Question 4

The appearance of a questionnaire is particularly important for self-administered surveys.

Question 5

Closed-response questions have an advantage over open-ended questions in that there is less potential error due to differences in the way questions are asked and answers are reported.

Question 6

There are arguments for and against the inclusion of "don't know" or "not sure" as response categories and the choice depends on the individual question.

Question 7

The split ballot technique involves the use of alternative wordings of a question.

Question 8

Preceding questions establish a frame of reference which influences a respondent's answers to questions that follow.

Question 9

Responses to an open-ended question will not be influenced by pre- specified categories or by an interviewer's expectations of a respondent.

Question 10

Respondents in a pretest need not be representative of the sample population.

Question 11

A researcher who is unfamiliar with the respondents' vocabulary should use technical terms in survey questions since those terms are likely to have a common meaning.

Question 12

An interview should start with an easy, nonthreatening question and be followed by sensitive questions to catch respondents by surprise.

Question 13

In multiple-choice questions, the response categories should ideally be mutually exclusive and exhaustive.

Question 14

Hypotheses play an important role in translating the research objective into information requirements.

Question 15

The best place for questions on income is at the beginning of a questionnaire.

Question 16

Because the disadvantages of open-ended questions usually outweigh the advantages, open-ended questions should only be used sparingly.

Question 17

The ultimate and most important effect of marketing intelligence is reflected in business decision making.

Question 18

An example of an ordering problem is the tendency of some respondents to choose the center position in a list of categories.

Question 19

A researcher should not use words such as "often" or "recently" without defining a time frame because the respondents' answers will not be comparable.

Question 20

A qualifying question can be used to make sure that a subsequent question is applicable to a respondent.

Question 21

Open-ended questions do not

A)allow for unexpected answers.
B)give the researcher a respondent's answer verbatim.
C)produce a wide range of responses.
D)save time when compared to closed-response questions, either in the interview or during tabulation.
E)all of these are true of open-ended questions.

Question 22

Respondents for the pre-test and the survey should be drawn from _____________ populations) a) a similar b) the same c) a representative d) the general e) different

Question 23

Which of the following is not true about a good questionnaire?

A)The choice of data collection method sets limits on the number and type of questions asked.
B)Respondents must be willing and able to answer the questions.
C)The researcher's motivation for asking each question should be clear to the respondents.
D)The questionnaire should collect the information that is needed to satisfy the research objective.
E)All of these are true.

Question 24

The question - "Do you consider Nestea cool and refreshing?" represents which of the following criteria for a poorly worded question in a soft drink survey? a) relevancy b) objectivity c) non ambiguity d) double-barreled

Question 25

Using an open-ended question to follow up a closed-ended question is called a probe.

Question 26

If a questionnaire has been written by a researcher who is experienced in the subject area, a pretest can be skipped.

Question 27

Direct questions are preferred in cases where respondents may tend to provide responses perceived as socially desirable or those they feel are desired by the interviewer

Question 28

One limitation of using open-ended questions is that the respondents may not use the same frame of reference, which may not be discernible to the interviewer.

Question 29

Some research concerns about the questionnaire as a whole, that should be pretested are: a) flow of the questionnaire b) skip patterns c) length d) respondent interest and attention e) all of the above

Question 30

Open-ended questions overcome subjective judgments in responses

Question 31

Use of indirect questions may aid in bypassing biases in international research

Question 32

The purpose of a pretest is to ensure that the questionnaire meets the researcher's expectations in terms of the information that will be obtained.

Question 33

Which one of the following is a factor that affects the design of the questionnaire? a) respondent demographics b) method of administering the questionnaire c) the target population d) all of the above

Question 34

To avoid incompleteness in a questionnaire, the researcher should do all of the following except

A)exploratory research.
B)include questions that are interesting and that relate only marginally to the research purpose.
C)examine the results from similar studies.
D)pretest the questionnaire.
E)all of these should be done.

Question 35

Order bias occurs when prior questions influence answers to subsequent questions.

Question 36

In international research, it is always clear that comparable or equivalent attitudinal or personality constructs are relevant in all countries and cultures

Question 37

If there is a likelihood of ignorance in the respondents, a "don't know" category is appropriate.

Question 38

Which of the following type of questions are mainly used to collect demographic and behavioral data when only two answers reasonably exist? a) dichotomous questions b) multiple choice questions c) scaled questions d) unstructured questions e) self-administered questions

Question 39

If there is a likelihood of ambivalence in the respondents, a "neutral" category is inappropriate.

Question 40

The split-ballot technique is

A)the practice of using two different versions of a question, one for each half of the sample.
B)also known as a double-barreled question.
C)a random method of choosing respondents
D)the practice of averaging scale values.
E)none of the above.

Question 41

All of the following are true about the sequence of questions in a survey except

A)the interview should not begin with difficult questions.
B)the questionnaire should flow logically from one topic to the next.
C)sensitive questions should be asked in the beginning before the respondent is tired of the interview.
D)the questionnaire should be easy for the interviewer to administer.
E)the questionnaire should maintain the cooperation of the respondent.

Question 42

The purpose of a pretest is to

A)give the company a preliminary report of the survey findings.
B)condition the respondents to the survey.
C)evaluate the various questionnaires and choose the best one.
D)eliminate the deficiencies in the questionnaire.
E)none of the above.

Question 43

Using an open-ended question to follow up a closed-ended question is an)

A)probe.
B)open- closed-ended question.
C)conjunction.
D)disguised question.
E)none of the above.

Question 44

The following is an example of the randomized response technique: How many respondents answered "yes" to Question A? A.Have you ever passed a bad check? B.Is the last digit of your driver's license even? Each of 1,000 respondents flipped a coin to determine which question to answer.Three hundred answered "yes."

A)300
B)50
C)250
D)150
E)200

Question 45

An example of a loaded question is

A)Are you satisfied with the texture and quality of this dress?
B)Don't you agree that McKing's garments are the best in the U.S.?
C)Should we raise taxes for the rich in order to get better housing and more schools for the poor?
D)What is the approximate value of your car?
E)None of the above

Question 46

"Don't you think that the new taxes imposed by the municipal council will lead to better civic amenities?" is an example of an)

A)closed-ended question.
B)open-ended question.
C)leading question.
D)rating scale.
E)none of the above.

Question 47

"Are you satisfied with the cost and quality of this shirt?" is an example of a __________ question.

A)loaded
B)leading
C)double-barreled
D)dual
E)none of the above