Deck 11: Questionnaire Design

Question 1

A questionnaire is accurate to the extent that no unnecessary information is collected in order to solve the marketing problem under study.

Answer 1

False

Question 2

A frequency-determination question allows the respondent to provide multiple answers to a single question.

Answer 2

False

Question 3

One advantage of open-ended response questions is the possibility that interviewer bias will affect the results.

Answer 3

False

Question 4

A loaded question is one that is emotionally charged or that suggests a socially desirable answer.

Question 5

Open-ended response questions are frequently used in exploratory research.

Question 6

A fixed-alternative question may tempt respondents to check an answer that is more prestigious or socially acceptable than the true answer.

Question 7

Open-ended response questions are valuable at the beginning of personal interview sessions.

Question 8

There exists a step-by-step process for ensuring accuracy in the wording of questions in surveys.

Question 9

Fixed-alternative questions require more interviewer skill to administer than open-ended response questions.

Question 10

The cost of administering open-ended questions is much lower than that of administering fixed-alternative questions.

Question 11

A question covering several issues at once is referred to as a leading question.

Question 12

A counterbiasing technique is used with the expectation that two alternative phrasings of the same question will yield a more accurate total response than will a single phrasing.

Question 13

Order bias may occur when broader questions are asked before specific issues are explored.

Question 14

Articulate respondents tend to give shorter answers to open-ended response questions than respondents who are less articulate.

Question 15

Surveys used in telephone interviews should typically be written in a conversational style.

Question 16

Telescoping and squishing can occur when respondents forget the exact details of their behavior.

Question 17

Question wording and sequence can substantially influence accuracy.

Question 18

Accuracy means that the information collected from a questionnaire is valid.

Question 19

For a questionnaire to fulfill a researcher's purposes, the questions must meet the basic criteria of relevance and accuracy.

Question 20

Fixed-alternative questions give respondents specific limited-alternative responses and ask them to choose the one closest to their own viewpoints.

Question 21

Speeders are respondents who take relatively little time to move through a survey.

Question 22

A questionnaire that collects information that is valid is said to be ____.

A) relevant
B) accurate
C) counterbalanced
D) balanced

Question 23

"In light of the current economic crisis, do you agree or disagree that the President of the United States is doing a good job of managing the economy?" is an example of what type of question.

A) counterbalancing
B) order bias
C) double-barreled
D) loaded

Question 24

A question that poses some problem or topic and asks respondents to answer in their own words is called a(n) ____.

A) sentence completion question
B) unbalanced question
C) fixed-alternative question
D) open-ended question

Question 25

Piping software allows answers from previous questions to be inserted into unfolding questions in an Internet survey.

Question 26

All of the following are disadvantages of open-ended response questions EXCEPT:

A) cost
B) interviewer bias
C) irrelevancy
D) nonrepresentativeness of respondents

Question 27

"Do you own a cell phone? ____ Yes ____ No" is a(n) ____ question.

A) leading
B) simple-dichotomy
C) loaded
D) open-ended response

Question 28

A pretest of a questionnaire can help to establish the likely response rate for mail surveys.

Question 29

What type of question is the following? Which of the following services of the United Missouri Bank, besides your personal checking account, do you currently use? (check all that apply)
______ Savings account
______ Car loan
______ Home mortgage loan

A) branching question
B) filter question
C) checklist question
D) counterbalancing question

Question 30

"What is your gender? ____ M ____ F" is an example of a(n) ____ question.

A) loaded
B) leading
C) fixed-alternative
D) filter

Question 31

What is another term for a fixed-alternative question?

A) open-ended response
B) closed
C) branching
D) concise

Question 32

Compared to open-ended response questions, fixed-alternative questions:

A) require less interviewer skill
B) take more time
C) are more difficult for the respondent to answer
D) take the same amount of time

Question 33

A heat map question is a multiple choice question.

Question 34

Dichotomous and multiple-choice alternatives in fixed-alternative questions should not have overlap among categories. That is, the categories should be ____.

A) exhaustive
B) mutually exclusive
C) positively worded
D) balanced

Question 35

"Can you name five brands of tires?" is a(n) ____ question.

A) fixed-alternative
B) branching
C) open-ended response
D) filter

Question 36

The anchoring technique involves asking general questions before specific questions.

Question 37

"What is your favorite hobby, playing video games, or what?" is an example of what type of question.

A) loaded
B) branching
C) filter
D) leading

Question 38

An introductory statement or preamble to a potentially embarrassing question that reduces a respondent's reluctance to answer by suggesting that certain behavior is not unusual is called a ____ statement.

A) filter
B) lead-in
C) reassurance
D) counterbiasing

Question 39

Three guidelines below help prevent the most common mistakes in designing questions. Which one is typically NOT used for this purpose?

A) Avoid personal questions.
B) Avoid complexity.
C) Avoid leading questions.
D) Avoid double-barreled questions.

Question 40

The degree to which all information collected in a questionnaire addresses a research question that will help the decision maker address the current marketing problem is the extent to which the questionnaire is ____.

A) relevant
B) accuracy
C) frequency
D) counterbalanced

Question 41

In political elections involving candidates who are not well-known by many voters, the candidate who is listed first on the ballot often receives the most votes. This is an example of a(n) ____.

A) Hawthorne effect
B) self-fulfilling prophecy
C) order bias
D) split-ballot technique

Question 42

Which type of software allows answers from previous questions to be inserted into unfolding questions on Internet surveys?

A) piping software
B) interactive software
C) error trapping software
D) funneling software

Question 43

A(n) ____________________ question allows the respondent to answer the question in a personal interview in his or her own words.

Question 44

A tabulation of the results of a pretest to help determine whether the questionnaire will meet the objectives of the research is referred to as a(n) ____ tabulation.

A) preliminary
B) primary
C) initial
D) back

Question 45

A type of fixed-alternative question in which a respondent is asked to select the category that best represents his gross income for the previous year is an example of a(n) ____________________ question.

Question 46

Which type of question is most likely to conserve space in a questionnaire?

A) branching question
B) funnel question
C) multi-faceted question
D) multiple-grid question

Question 47

A question in which the respondent is given a list of possible responses and is asked to choose one of them is a(n) ____________________ question.

Question 48

A filter question that used to determine what part of the questionnaire respondents are directed to is called a(n) ____.

A) anchoring question
B) branching question
C) funneling question
D) piping question

Question 49

A respondent in a personal interview is asked questions about shopping at a specific department store in the shopping mall, and then is asked general questions about shopping at that mall. What type of mistake in design has been made?

A) filter effect
B) order bias
C) double-barreled effect
D) loaded effect

Question 50

"Do you agree or disagree with the statement: The Federal Reserve Bank and the large U.S. banks are responsible for the high foreclosures on home mortgages" is an example of a(n) ____ question.

A) counterbiasing
B) open-ended response
C) counterbalancing
D) double-barreled

Question 51

Which technique recommends asking general questions before specific questions in order to obtain unbiased responses?

A) skip logic technique
B) telescoping
C) squishing
D) funnel technique

Question 52

The question: "Have you ever received a speeding ticket? ____ Yes ____ No," is followed by a question: "When did you receive that ticket?" if the respondent answers yes to the first question. In this situation, the first question functions as a ____ question.

A) double-barreled
B) leading
C) filter
D) anchoring

Question 53

When "out of sight, out of mind" was translated into a foreign language, and then was translated back into English by a language expert in the foreign language, it became "invisible things are insane." This is an example of ____.

A) the linguistic effect
B) a loaded question
C) back translation
D) a counterbiasing statement

Question 54

What type of error occurs when respondents believe that past events happened more recently than they actually did?

A) telescoping
B) squishing
C) myopic remembering
D) zooming

Question 55

When respondents think that recent events took place longer ago than they really did, what type of error is occurring?

A) telescoping
B) squishing
C) faltering
D) misredemption

Question 56

A bar at the top of the page in an Internet survey that indicates how much of the survey still needs to be completed is called a(n) ____ bar.

A) drop-down
B) radio
C) push
D) status

Question 57

"Should Dillard's keep its excellent department store credit card program? ____ Yes ____ No" is an example of ____.

A) using a branching question
B) making an assumption
C) a double-barreled question
D) using a checklist

Question 58

A fixed-alternative question in which the respondent is asked to check either "_____ Yes or _____ No" is a(n) ____________________ question.

Question 59

Consider a fixed-alternative question lists ten possible services that could be provided by a local bank and asks respondents to check as many as apply such as: "Which of the following banking services do you currently use for First City Bank?" Such a question is a(n) ____________________ question.

Question 60

Asking respondents to remember something without providing any clues to help them remember is called ____.

A) unaided recall
B) aided recall
C) recognition
D) cognitive retrieval

Question 61

The process of taking a questionnaire that has previously been translated from one language to another and then having it translated to the initial language by a second, independent translator is called ____________________.

Question 62

A question that "screens out" respondents because they do not qualify to answer a subsequent question (e.g. asking "Do you own a DVD player?" before asking the brand of DVD player) is called a(n) ____________________ question.

Question 63

Why are pretests conducted? List the questions pretests are typically conducted to answer.

Question 64

When a respondent stops answering questions before reaching the end of the survey, ____________________ has occurred.

Question 65

List the key decisions that researchers must make in their questionnaire design.

Question 66

The ordering of questions through a survey is referred to as ____________________.

Question 67

Name and define the primary types of fixed-alternative questions.

Question 68

In a personal interview, asking general questions before asking specific questions in order to create less bias in the responses is called the ____________________ technique.

Question 69

Questions that suggest or imply a certain answer are called ____________________ questions.

Question 70

When the respondent's answers to previous questions in a questionnaire create a bias in his or her answers to later questions, this is known as ____________________ bias.

Question 71

Discuss factors to consider when determining the order of questions on a questionnaire.

Question 72

A single question that really asks two questions at the same time is called a(n) ____________________ question.

Question 73

A filter question that is used to determine what question will be asked next is called a(n) ____________________ question.

Question 74

A question that is written in such a way as to arouse strong emotion in the respondent is called a(n) ____________________ question.