Deck 13: Questionnaire Design

Question 1

The best way to avoid errors in constructing a questionnaire is to take a ________ approach.

A)controlled
B)pragmatic
C)systematic
D)realistic

Answer 1

C

Question 2

It is not necessary to customize a questionnaire for the specific method which will be used for data collection; a questionnaire written for a telephone interview will work just as well when used as a self-administered questionnaire.

Answer 2

False

Question 3

The first section of a questionnaire contains the main body of information questions.

Answer 3

False

Question 4

The best way to describe a screener is that it works like a(n)________.

A)gate
B)train
C)stadium
D)apartment

Question 5

Questionnaire ________ refers to the extent to which the purpose and/or sponsor of the research is known to the respondent.

A)disguise
B)format
C)bias
D)integration
E)observation

Question 6

The decision whether or not to disguise a questionnaire is primarily influenced by the extent to which it is believed that a respondent will provide biased answers if the research sponsor and/or purpose is known.

Question 7

The two statements below refer to questionnaire organization.
I.When thinking about the main body of questions in a questionnaire,it is always
Best to get the hardest questions out of the way first.
II.When thinking about the main body of questions in a questionnaire,all of the
Questions on the same topic should be grouped together.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 8

The questionnaire ________ explains the purpose and goals of the research and asks for respondent participation.

A)screener
B)introduction
C)classification questions
D)synopsis

Question 9

The process of questionnaire development starts with two simultaneous tasks.One is to determine the data collection method.The second is to determine ________.

A)sample characteristics
B)the need for disguise
C)the process which will be used to pre-test the questionnaire
D)the schedule for internal and client review

Question 10

In which type of questionnaire is the introduction likely to be longer and more detailed?

A)Mail
B)Telephone

Question 11

If the screener is relatively short,then it is allowable to include additional questions of interest,even if these questions do not distinguish target from nontarget individuals.

Question 12

The statement "We would greatly appreciate you sharing your thoughts and opinions." is most likely to be found in the questionnaire ________.

A)screener
B)introduction
C)addendum
D)closing
E)title section

Question 13

The statement "Your responses will be kept confidential." is most likely to be found in the questionnaire ________.

A)screener
B)introduction
C)addendum
D)closing
E)title section

Question 14

Which of the following is NOT a main component of a questionnaire?

A)directions for data analysis
B)screener
C)main body of information questions
D)classification questions

Question 15

According to the text,which of the following is NOT part of a questionnaire introduction?

A)an implicit or explicit reference to the importance of the research
B)reassurance that the task of participating will not be difficult
C)a request for truthful answers
D)an explanation of the incentive if one is being used

Question 16

A(n)________ questionnaire allows the respondent to discern the purpose and/or sponsor of the research.

A)constrained
B)undisguised
C)pragmatic
D)disguised

Question 17

The statements below refer to the main body of questions in a questionnaire.
I.When thinking about the main body of questions in a questionnaire,within a
Specific topic it is best to begin with the most general questions moving later to
The more specific questions.
II.When thinking about the main body of questions in a questionnaire,sensitive
Questions should generally be asked earlier in the questionnaire.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 18

A(n)________ questionnaire hides the purpose and/or sponsor of the research from the respondent.

A)constrained
B)undisguised
C)pragmatic
D)disguised

Question 19

The two statements below refer to a questionnaire screener.
I.The primary function of a screener is to distinguish between those who
Should be included in the research from those who should not be included.
II.The end result of the screener is an invitation to participate in the research for
All those who qualify.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 20

When thinking about the main body of questions in a questionnaire,the most important questions should be addressed ________ the questionnaire.

A)earlier in
B)later in
C)in the middle of

Question 21

The text discusses areas of focus for a questionnaire pretest.How many of the areas shown below are problems that should be noted during pretesting?
- Problems with administration
- Problems with type font and paper stock
- Problems related to response options
- Problems related to question demands

A)1
B)2
C)3
D)4

Question 22

A researcher needs to be very concerned about the visual appearance of ________ questionnaires.

A)self-administered
B)telephone
C)interviewer-administered

Question 23

The text presents several recommendations for self-administered questionnaires.Which of the following was NOT a recommendation?

A)Use 14# paper or heavier paper stock
B)Keep response coding unobtrusive
C)Be certain to distinguish questions from responses
D)Do not continue questions across columns or pages

Question 24

In an online questionnaire,pictures can be used to add visual appeal even if they do not have a real and meaningful link to the question being asked.

Question 25

All online survey companies present the same question type in the same way.

Question 26

When developing several online questionnaires,it is possible to skip from one questionnaire to another.

Question 27

Questions related to a respondents age,gender and income (if not collected on the screener)would be placed in the ________ of the questionnaire.

A)beginning
B)end
C)middle

Question 28

You are creating a skip pattern for a series of questions.Those who answer "yes" to Q1 continue with Q2.Those who answer "no" to Q1 skip to Q3.The recommended way to show the skip pattern for Q1 is:
1.Did you eat any pizza yesterday?
Yes
No ----------> SKIP TO Q3

Question 29

Pretesting is a(n)________ step in the questionnaire development process.

A)unrecommended
B)important and recommended
C)optional,but not recommended
D)time-consuming and unnecessary

Question 30

________ are the conversational,connective material that provide a sense of flow and continuity to the questionnaire.

A)Transitions
B)Transparent statements
C)Lucid statements
D)Declaratory statements

Question 31

Couper recommends avoiding ________ in online surveys.

A)radio buttons
B)scrolling drop down boxes
C)drop boxes for well-known target answers (for example,your country of residence)

Question 32

The text identifies three issues which must be considered when a researcher begins to physically construct the questionnaire.These issues relate to: (1)visual appearance,(2)transitions,and (3)________.

A)interviewer/respondent instructions
B)the paper the questionnaire will be printed on
C)client approval
D)procedures for determining layout reliability and validity

Question 33

The following two statements refer to online questionnaires.
I.When using an open-ended question on an online questionnaire,the
Length of a respondent's answer is generally unrelated to the size of the space
Provided for typing the answer.
II.With regard to online questionnaires,there is a significant relationship between
How input boxes are labeled and the quality of data provided.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 34

Questionnaire review by the client prior to pretesting is a(n)________ step in the questionnaire development process.

A)unrecommended
B)important and recommended
C)optional,but not recommended
D)time-consuming and unnecessary

Question 35

Consider the two questions with interviewer instructions shown below.
I.What are your feelings toward the advertisement you just saw?
Interviewer: Make certain to probe responses
II.What are your feelings toward the advertisement you just saw?
Interviewer: PROBE responses.
III.What are your feelings toward the advertisement you just saw?
PROBE RESPONSES
Which,if any,is/are the recommended way(s)to provide instructions to the interviewer?

A)I
B)II
C)III
D)All three approaches (I,II and III)are equally acceptable

Question 36

The following two statements refer to online questionnaires.
I.When creating an online questionnaire,all of the questions should appear
On the same web page when the questionnaire is relatively short.
II.On relatively long online questionnaires,the dropout rate increases dramatically
After the third page.
Which,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 37

________ questions typically conclude the questionnaire and collect relevant demographic,brand usage or behavioral questions not collected as part of the screener or main body of the questionnaire.

A)Category
B)Clarifying
C)Classification
D)Clique

Question 38

Which question type is not likely to be available at all online survey companies?

A)single-selection multiple choice
B)checklist
C)rating scale
D)constant sum

Question 39

With regard to online surveys,all response formats for closed-ended questions are equivalent and will provide identical data.

Question 40

Witte conducted research to determine views toward endangered species.Respondents' views were more supportive of endangered species protection when pictures of ________.

A)animals were not present
B)non-endangered species were present
C)endangered species were present

Question 41

________ interviews are suggested by the text as the best way to pretest a questionnaire.

A)Creative
B)Cognitive
C)Compulsory
D)Complex

Question 42

List two areas in which pretesting can identify problem areas on a questionnaire.

Question 43

You want to only interview men and women who are aged 18 to 24 earning less than $15,000 annually.Write the screener.

Question 44

List three components of a questionnaire introduction.

Question 45

Describe the difference between a disguised and undisguised questionnaire.Provide an example of when each type of questionnaire is best used.

Question 46

Materials sent to a field service should always be accompanied by a cover letter that provides detailed information on the research,commitments,agreements,and particulars of the methodology.

Question 47

You wish to interview the following sample using mall intercept:
Men who are aged 25 to 34
Women who are full-time students
Write the screener.

Question 48

The VERB campaign was able to use the same questionnaire for both their child and parent samples.

Question 49

The "think-aloud" method is a form of ________ interview.

A)Creative
B)Cognitive
C)Compulsary
D)Complex

Question 50

Explain why questionnaire pretesting is important.