Deck 11: Designing the Questionnaire

Question 1

A leading question is one that:

A) is used to begin the questionnaire and must be carefully worded for ease of response and also for interest
B) is used to begin the questionnaire and should address the key issue of the research project in case respondents refuse to answer further questions
C) is worded in such a way that gives the respondent a clue as to how to answer and should be avoided
D) is worded in such a way that gives the respondent a clue as to how to answer and should be used to help the researcher achieve the desired results
E) all of the above

Answer 1

C

Question 2

Which of the following is true and should be remembered when developing questions?

A) Once the client and researcher agree on what needs to be asked, wording a question is easy.
B) As long as the question contains words we commonly use in speaking, there will be no bias.
C) Respondents will not use literal interpretations to answer questions.
D) A single word can make a difference in how respondents respond to a question.
E) The word anybody is always safe to use in question development.

Answer 2

D

Question 3

Which of the following questions shows poor wording?

A) Do you always buy audio products from Bose?
B) How often do you buy audio products from Bose?
C) To what extent is price a concern for you?
D) What other audio companies did you consider when you purchased your stereo?
E) How often do you consult Consumer Reports when considering a major purchase?

Answer 3

A

Question 4

What happens immediately prior to client approval during the questionnaire development process?

A) Data is gathered.
B) Questions are formulated for the next section of the questionnaire.
C) The questionnaire is revised.
D) The questionnaire is finalized.
E) A pretest is conducted.

Question 5

In terms of developing questions, your text identified several "shoulds" of question wording. Which of the following is NOT a "should"?

A) The question should be focused on a single issue or topic.
B) The question should be brief.
C) The question should attempt to cover as many topics as possible in order to reduce the questionnaire's length.
D) The question should be grammatically simple.
E) The questions should be crystal clear.

Question 6

Which of the following is NOT true of leading questions?

A) They can cut right to the point.
B) They bolster your case.
C) One leading question can get the same information as a series of organized, interlocking, nonleading questions.
D) They can lead to bias in a study.
E) Only marketing researchers ask leading questions.

Question 7

Which of the following best represents what your author has to say about guidelines for developing a questionnaire in a foreign language?

A) never attempt it
B) always form a strategic alliance with another firm in the appropriate foreign country
C) you should follow a process of designing the questionnaire in the foreign language, then have it translated back into English so you can evaluate each question's wording before releasing the questionnaire
D) you should follow a process of designing the questionnaire in your language, having it translated into the target language, and then "back-translated" by independent translators into your language, then revise and pretest
E) you should follow a process of designing the questionnaire in your language, having it translated into three or more foreign languages, and then pretest the questionnaires to determine which language you will use for the final version

Question 8

Which one of the following is NOT a function of a questionnaire?

A) standardizes questions and response categories
B) translates the research objectives into specific questions
C) serves as a permanent record of the research
D) fosters cooperation with respondents
E) creates alpha levels to be used in conducting tests of statistical significance

Question 9

Which of the following answers represents the four guidelines of question wording?

A) focused, simple, complete, crystal clear
B) general, simple, brief, crystal clear
C) focused, simple, brief, crystal clear
D) focused, elaborate, brief, crystal clear
E) general, simple, complete, crystal clear

Question 10

A loaded question is a question that:

A) asks the same thing over and over
B) places undue emphasis on some aspect of the topic
C) is two different questions posed as one
D) has buried word elements that make references to universal beliefs
E) uses words that most respondents would not understand

Question 11

Regarding client approval of a questionnaire:

A) it serves to let the client understand the technical aspects of the research
B) it serves as a check that the researcher is still in tune with the survey's objectives
C) when signed by the client, it means that the questionnaire should not be changed for any reason, even if it performs poorly in the pretest
D) client approval of the questionnaire is carried out at the original signing of the agreement to conduct research; it merely gives the researcher approval to use a questionnaire, as clients should not be involved in approving the final questionnaire developed by expert researchers
E) client approval is merely a legal requirement and researchers do not encourage clients to review a questionnaire prior to its approval

Question 12

The question "Don't you see any problem with using your credit card online?" is a:

A) clear and focused question
B) loaded question
C) leading question
D) "double-barreled" question
E) compound question

Question 13

Which of the following statements is most accurate in terms of the questionnaire development process?

A) Clients will not be involved until there has been considerable development and evaluation by the researcher.
B) Clients typically work with researchers on the initial drafts.
C) Clients do not get involved with the questionnaire because it is the domain of the professional researcher.
D) Clients typically devise questionnaires by themselves because they are closest to the research problem.
E) Clients design each question, and then send it to the researcher for approval.

Question 14

Research questions do NOT measure which of the following?

A) attitudes
B) beliefs
C) behaviors
D) ideas
E) demographics

Question 15

Which of the following is NOT a leading question?

A) As a Cadillac owner, you are satisfied with your car, aren't you?
B) Have you heard about the satellite radio system everyone is talking about?
C) Don't you see any problems with using your credit card for online purchases?
D) Wouldn't you like to purchase one of the new video games?
E) Do you see any problems with carrying cash while on vacation?

Question 16

Which of the following is the most accurate statement regarding the importance of the questionnaire in the research process?

A) Relatively speaking, the questionnaire is unimportant in the marketing research process.
B) Not only is the questionnaire a very important ingredient, but its design affects the quality of the data collected; even experienced interviewers cannot compensate for questionnaire defects.
C) The questionnaire is tied with the written report as being the top two most important items in the marketing research process.
D) Not only is the questionnaire a very important ingredient, but its design affects the quality of the data collected, though experienced interviewers often compensate for questionnaire defects.
E) Questionnaire design is THE most important step in the marketing research process.

Question 17

Which is the best interpretation of question bias?

A) the ability of a question's wording or format to influence respondents' answers
B) the ability of a question's wording to change a research project's objectives
C) questions being developed that have neither neutral nor positive positions
D) when a respondent is biased against a particular question
E) when a respondent is biased against a certain type of scale

Question 18

Which of the following is the wrong way to ask if someone has viewed an episode of Lost?

A) Have you ever seen Lost?
B) Do you always watch Lost?
C) Have you never watched Lost?
D) Have you ever watched and recorded an episode of Lost?
E) All of the above should be avoided.

Question 19

"What are the considerations that would come to your mind while you are confronted with the decision to have some type of repair done on the automatic icemaker in your refrigerator, assuming that you noticed it was not making ice cubes as well as it did when you first bought it?" violates which question wording guideline?

A) focused
B) brief
C) general
D) elaborate
E) complete

Question 20

Which of the following statements is most accurate in terms of the questionnaire development process?

A) There is no process; a questionnaire is simply prepared based upon the research objectives.
B) The process is undertaken by the researcher and the client does not view the questionnaire until after the collection of data to avoid biased questions.
C) The process consists of several steps, but is an iterative process meaning that revisions occur often during the process.
D) Once the process begins, there is no changing it.
E) none of the above

Question 21

The major reason to disguise a survey is:

A) to encourage response; if respondents don't think they are participating in a survey they are more likely to participate
B) dependent upon the research objectives; the identity of the sponsor may bias the results
C) that it takes time and respondents do not care
D) to violate the "Do not call" rule
E) to avoid providing incentives

Question 22

"Now, for the next few questions, I want to ask about your family's TV viewing habits" is an example of a:

A) screen
B) transition
C) demographic question
D) warm-up
E) complicated question

Question 23

Which of the following is NOT included in the introduction part of the questionnaire?

A) identification of the sponsor/researcher
B) the purpose of the survey
C) explanation of how the respondent was selected
D) demographic questions
E) request for participation

Question 24

In terms of locating types of questions on the questionnaire, which of the following is true?

A) warm-ups come first, followed by screens, followed by classification questions
B) warm-ups are first, transitions are second, and classification questions are last
C) screens are first, warm-ups second, and classification questions are last
D) complicated and difficult to answer questions must be avoided altogether
E) demographic questions should be avoided because they might offend respondents

Question 25

A typical computer-assisted questionnaire design program will assist the designer by offering computerized menus for design issues such as:

A) the type of question format
B) the number of response categories
C) whether multiple responses are to be used
D) if skip questions are to be used
E) All of the above features are typically offered.

Question 26

Which of the following is the name of the computer-assisted questionnaire design system illustrated in the textbook?

A) Qualtrics
B) Surveys with Confidence
C) SPSQutility
D) SurveyDesigner
E) E-Z Surveys

Question 27

Classification questions are:

A) usually put in the middle of the questionnaire and are used to classify respondents into various groups for purposes of analysis
B) usually put at the beginning of the questionnaire and are used to classify respondents into various groups for purposes of analysis
C) usually put at the end of the questionnaire and are used to classify respondents into various groups for purposes of analysis
D) usually put at the end of the questionnaire and are used to classify the questions themselves, so that report writing is made easier after data collection and analysis are complete
E) usually put at the beginning of the questionnaire and are used to classify the questions themselves, so that report writing is made easier after data collection and analysis are complete

Question 28

A double-barreled question is one that:

A) achieves two objectives efficiently
B) has two subjects and two verbs
C) poses two different questions in one question and should be used whenever possible to save space
D) poses two different questions in one question and should be avoided
E) feels like an attack on the respondent

Question 29

Questionnaire organization has the potential to:

A) affect the quality of the information gathered
B) motivate respondents to be conscientious
C) discourage respondents
D) cause respondents to stop answering questions
E) all of the above

Question 30

An overstated question is one that:

A) asks the same thing over and over
B) is two different questions posed as one
C) places undue emphasis on some aspect of the topic
D) cues the respondent how to answer
E) uses words that most respondents would not understand

Question 31

Which approach to organizing the flow of questions would order them from general to specific or from wide to narrow?

A) the inductive approach
B) the deductive approach
C) the funnel approach
D) the work approach
E) the sections approach

Question 32

"Are you satisfied with the restaurant's food and service?" is an example of what kind of question?

A) double-barreled
B) overstated
C) leading
D) loaded
E) focused

Question 33

Screening questions are used to:

A) increase reliability by screening out respondents with inconsistent answers
B) shield the true purpose of a question from a respondent
C) determine whether or not a potential respondent qualifies to take part in a survey based on certain selection criteria the researcher has deemed essential
D) increase response rates by screening out unlikely respondents
E) ensure that certain results will be achieved by choosing your respondents

Question 34

Which is true regarding questionnaire design and computer technology?

A) There has been little progress toward integrating questionnaire design and new computer technology; the only advance has been achieved through word processing programs.
B) The field is very advanced; no one designs questionnaires any longer without the aid of computer software designed for this purpose.
C) Some companies have bridged the gap between basic word processing and the finished, polished questionnaire; their products are referred to as computer-assisted questionnaire design programs.
D) Very few computer-assisted questionnaire design programs allow for publication to the Internet.
E) Computer-assisted questionnaire design is difficult and time consuming.

Question 35

The question: "Because the Founding Fathers of the United States provided citizens the right to keep and bear arms in the Bill of Rights, shouldn't you be against gun control legislation?" is:

A) a loaded question
B) a question that will trigger confusion
C) a double-barreled question
D) appropriate if you are "for" gun control legislation
E) appropriate if you are "against" gun control legislation

Question 36

An incentive may be used to encourage respondent participation. This means that the respondent's name is known by the researcher, but will not be divulged to a third party, namely the client:

A) respondent/client indemnity
B) anonymity
C) confidentiality
D) the "ghost respondent agreement"
E) respondent protection

Question 37

Which of the following is an overstated question?

A) How much would you pay for sunglasses that will protect your eyes?
B) How much would you pay for shoes with a cushioning gel in them?
C) How much would you pay for a child's swimsuit that had a built-in flotation device?
D) How much do you think you would pay for a car with features that would save your life and possibly the lives of your family members, if you were in a car accident?
E) How much would you pay for a PDA that also provided Internet access?

Question 38

In question development, face validity means:

A) the respondent can put a face on the interviewer
B) the interviewer can see the respondent to determine if the respondent is telling the truth
C) that the respondent will answer the same way repeatedly
D) whether or not the question looks right
E) that the question gives the respondent a bad feeling

Question 39

Which of the following is NOT mentioned in the text as the name of a feature in the computer-assisted questionnaire design program Qualtrics?

A) skip logic
B) matrix table
C) Automatic Scale Points
D) data correction window
E) Look and Feel

Question 40

Questionnaire organization refers to:

A) the way questionnaires are organized in a filing system
B) the sequence of statements and questions that make up a questionnaire
C) organizations whose main job is to construct questionnaires
D) determining if the question looks right
E) the clarity of a question

Question 41

To maintain objectivity, clients should not be involved in the questionnaire design process. Once the research objectives are defined, it is up to the researcher to next provide the final research report.

Question 42

One means of conducting online survey research is to use computer-assisted questionnaire design software such as Qualtrics.

Question 43

The only time coding is not fairly straightforward is when:

A) there are many questions on the questionnaire
B) any time scaled-response questions are used
C) there are questions for which there may be multiple responses
D) closed-ended questions are used
E) both open-ended and closed-ended questions are used

Question 44

Certain words such as all, every, and never should be avoided in question development for questionnaire design.

Question 45

Questionnaire design is really a process of several interrelated steps.

Question 46

"Would you say you never think about the warranty when buying a major electronic device?" is a properly worded question for a marketing research questionnaire.

Question 47

You should always use the word "always" in designing questions so that you place a specific time parameter around an event.

Question 48

Gaining the client's approval signature for the questionnaire design is not done until after the pretest.

Question 49

To keep respondents from having to respond to long questionnaires and to reduce respondent fatigue, it is okay to introduce several topics in one question.

Question 50

"All that apply" questions are questions that:

A) ask respondents to pick more than one item from a list of possible responses
B) allow respondents to respond in any way they wish
C) ask respondents to apply ideas
D) encourage respondents to find connections between concepts
E) ask respondents to pick one item from a list of possible responses

Question 51

Because there are many meanings for most words and phrases, questionnaire questions are usually very long, enabling them to properly define the words contained in the question.

Question 52

Which of the following is most accurate regarding the pretest of the questionnaire?

A) The client should always be present for the pretest.
B) At least five pretests should be conducted.
C) The pretest should be conducted on a small sample.
D) The pretest should be conducted on a small and representative sample.
E) As many respondents as possible should be used in a pretest.

Question 53

One of the functions of the questionnaire is that it serves as the tool for standardizing questions and response choices so that every respondent responds to identical stimuli.

Question 54

Question bias is defined as wording questions in such a way that they influence the responses. Researchers should try to maximize question bias in order to achieve the results desired by clients.

Question 55

When developing a questionnaire in a foreign language, the questionnaire should be created first in the foreign language rather than in the researcher's native language.

Question 56

Even a single word can alter the responses to a question on a survey.

Question 57

Research has demonstrated that questionnaire design is so important that it directly affects the quality of the data collected.

Question 58

One leading question can get the same information as a series of organized, interlocking, nonleading questions.

Question 59

Coding questions refers to:

A) placing numbers on the questionnaire to facilitate data entry after the survey has been conducted
B) predetermining the responses; this makes report writing easier because the report may be started early, although it is recognized that it will have to be modified once the true results are reported
C) coding is no longer used; it has been replaced totally by automated, computerized interviewing software
D) analysis methods for scaled-response questions only
E) conducting a dry run of the survey to see which questions "work"

Question 60

Question development refers to the practice of selecting appropriate response formats and wording questions that are understandable, unambiguous, and unbiased.

Question 61

Although computer-assisted questionnaire design programs allow for the development of questionnaires, only data analysis-dedicated software programs allow for the data to be analyzed.

Question 62

Under conditions of anonymity, the researcher assures the respondent that his name will never be associated with his responses.

Question 63

Complicated and difficult- to-answer questions should be asked at the very beginning of the questionnaire before the respondent becomes fatigued.

Question 64

Leading questions that lead with phonics deal with question content.

Question 65

In determining approaches to question organization on a questionnaire, the most important guiding principle to keep in mind is how researchers will later be able to analyze the questions.

Question 66

In a mail survey, the introduction is normally provided in the "cover letter."

Question 67

There is nothing wrong with the following question: "As a BMW owner, you are satisfied with your car, aren't you?"

Question 68

There is nothing wrong with the following question: "Do you believe Nichols Seafood Restaurant has good prices and service?"

Question 69

Warm-up questions are simple and easy-to-answer questions that may or may not pertain to the research objectives.

Question 70

Screening questions should be asked at the very end of the questionnaire.

Question 71

Transition questions include "skip" questions that determine which question, or set of questions, will be asked next.

Question 72

Qualtrics is a computer-assisted questionnaire design program that was discussed in the textbook.

Question 73

There is nothing wrong with the following question: "How much do you think you would pay for a pair of sunglasses that will protect your eyes from the sun's harmful ultraviolet rays, which are known to cause blindness?"

Question 74

The organization of a questionnaire can cause respondents to stop answering questions.

Question 75

Screening questions are used to screen out questions that are deemed to be too difficult or ambiguous for respondents.

Question 76

One reason to disguise the true sponsor of a survey is to prevent alerting competitors to the survey.

Question 77

Computer-assisted questionnaire design programs try to ease the researcher's task in designing questionnaires and often include "question libraries," which contain standard questions for constructs often measured in marketing research studies such as importance, satisfaction, or usage.

Question 78

In a personal interview, the introduction is normally provided in the opening comments.

Question 79

The "sections approach" to questionnaire design organizes question flow from specific to general questions.

Question 80

There is nothing wrong with the following question: "Should people be allowed to protect themselves from harm by using mace as a self-defense?"