Deck 8: Questionnaire Design

Question 1

In terms of developing questions, your textbook identified "Do's" of question wording. Which of the following is NOT a "Do"?

A) The question should be focused on a single issue or topic.
B) The question should be brief.
C) The question should give the respondent an expectation as to the answer.
D) The question should be a grammatically simple sentence.
E) The questions should be crystal clear.

Answer 1

C

Question 2

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
E) client approval is merely a legal requirement and researchers do not encourage client feedback but merely acknowledgement that the questionnaire was developed

Answer 2

B

Question 3

A leading question is one that:

A) is used to begin the questionnaire and must be carefully worded for ease of response.
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; it 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) is used to set the tone for a group of similarly structured questions.

Answer 3

C

Question 4

Which of the following questions is a correct way to ask if someone has viewed a television episode of Big Bang Theory?

A) Have you ever seen Big Bang Theory?
B) Do you always watch Big Bang Theory?
C) Have you seen any of the episodes of Big Bang Theory?
D) Have you ever watched and recorded an episode of Big Bang Theory?
E) Have you seen an episode of Big Bang Theory?

Question 5

Which of the following best represents what your textbook 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 so they can do the study
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 using individuals whose native tongue is the other language
E) you should follow a process of designing the questionnaire in your language, having it translated into the foreign language, and then pretest using individuals whose native tongue is the other language

Question 6

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) Did you consider other audio companies when you purchased your stereo?
E) Do you consult Consumer Reports before making a major purchase?

Question 7

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) Do you see any problems with using your credit card for online purchases?
D) Wouldn't you like to purchase one of the new popular gaming systems?
E) Do you carry cash while on vacation?

Question 8

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 the respondents 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 normally is safe to use in question development.

Question 9

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 10

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

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

Question 11

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) keeps respondents motivated throughout
E) creates alpha levels to be used in conducting tests of statistical significance

Question 12

Which of the following statements is the 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) Should a client sign the questionnaire authorizing formal approval, a pretest is no longer required.
D) Once the process begins, there is no stopping or repeating of steps.
E) Generally, the client will not be involved in the evaluation of the questionnaire until it has undergone numerous revisions.

Question 13

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 in the wording subtle references to universal beliefs or rules of behaviour.
E) uses words that most respondents would not understand.

Question 14

Which of the following is NOT true of leading questions?

A) include the answer in the question
B) use preceding questions to set up assumptions in the mind of the respondent
C) use "logic" to steer the respondent to an answer
D) worded to give the respondent an expectation as to the answer
E) help the respondent respond in an unbiased manner

Question 15

What happens immediately following 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 16

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

A) overstated question.
B) loaded question.
C) leading question.
D) "double-barreled" question.
E) compound question.

Question 17

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 done 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 responsibility of the researcher.
D) Clients typically devise questionnaires by themselves because they are closest to the research problem.
E) Researchers design each question one at a time, and then send it to the client for approval.

Question 18

Marketing research questions do NOT measure which of the following?

A) attitudes
B) beliefs
C) behaviours
D) intelligence
E) demographics

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?" This question violates which "Do" of question wording?

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

Question 20

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 compared with the data analysis.
B) Questionnaire design directly 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 two most important items in the marketing research process.
D) Questionnaire design affects the quality of the data collected, though experienced interviewers will often compensate for questionnaire defects.
E) Questionnaire design is THE most important step in the marketing research process.

Question 21

Privacy is an important incentive used to encourage respondent participation. Which method of privacy is represented by: "the respondent's name is known by the researcher, but it is not 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 22

There are three different ways that a question can "lead" a respondent to give a particular answer. What are they?

A) with words, with pictures, and by sound
B) by use of structure, content, and clarity
C) with loaded, double-barreled, and biased wording
D) by form, with facts, and with phonics
E) with form, logic, and emotion

Question 23

There are certain word(s) that should not be used in surveys due to their ambiguous nature. Which of the following word(s) would could be used in a questionnaire?

A) frequently
B) normally
C) fairly often
D) 3 times every 7 days
E) on a regular basis

Question 24

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) eliminate people who do not meet qualifications necessary to take part in the research study.
D) tell the respondent that changes in question topic or format are forthcoming.
E) ensure that certain results will be achieved by choosing the right respondents.

Question 25

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 26

Which is true regarding questionnaire design and computer technology?

A) There has been little progress toward integrating questionnaire design and new computer technology.
B) The field is very advanced so that no one designs questionnaires any longer without specially designed computer software.
C) Software programs exist that allow researchers to use computer technology to develop and distribute questionnaires and, in some cases, to retrieve and analyze data.
D) Very few computer-assisted questionnaire design programs allow for publication to the Internet.
E) Computer-assisted questionnaire design is difficult and time consuming given the coding involved.

Question 27

"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 28

Although open-ended questions are valuable when exploring topics, it is desirable to have predefined answer options for ease of analysis. Open-ended questions are used in questionnaires during pretesting in order to:

A) uncover common themes so that they can be revised as closed-ended questions.
B) measure attitudes; they cannot be measured with closed-ended questions.
C) justify the fee charged to the client since open-ended are more challenging and time consuming to analyze.
D) measure demographics appropriately.
E) ensure there is an appropriate balance in questioning styles.

Question 29

Which of the following is an overstated question?

A) How much would you pay for sunglasses that will protect your eyes from UV rays?
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 floatation device?
D) How much would you pay for a car with features that would save the lives of you and your children if you were in a car accident?
E) How much would you pay for a PDA that also provided Internet access?

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

Questionnaire organization has the potential to do all the following EXCEPT:

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) eliminate the need for an introduction

Question 33

Common sense should be used in developing questions. Which of the following is implementing common sense?

A) Asking a clear focused question using common language
B) Asking details respondents do not usually recall
C) Asking questions that invite guesses
D) Asking respondents to predict their actions in circumstances they cannot imagine
E) Asking a question that uses terminology not in the respondents daily language

Question 34

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.
E) usually put at the beginning of the questionnaire and are used to classify the questions themselves.

Question 35

If disclosure of the questionnaire's sponsor's name or true intent can in some way influence respondents' answers, it would be best to use a(n):

A) blind survey
B) disguised survey
C) unbiased survey
D) silent survey
E) undisguised survey

Question 36

A double-barreled question is one that:

A) achieves two objectives simultaneously.
B) has two subjects and two verbs.
C) poses two different questions in one question and should be used to shorten long surveys.
D) poses two different questions in one question and should be avoided.
E) feels like an attack on the respondent.

Question 37

"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) classification
D) warm-up
E) complicated question

Question 38

A typical computer-assisted questionnaire design program will assist the designer by offering computerized menus for the design issues noted below EXCEPT for:

A) the type of question format.
B) the number of response categories.
C) choice of scaled-response questions.
D) skip questions.
E) access to panel respondents.

Question 39

In terms of locating types of questions on the questionnaire, which of the following lists represent the logical sequential order in a questionnaire?

A) warm-ups, screens, classification, and complicated
B) warm-ups, classification, and complicated
C) screens, warm-ups, and classification
D) order does not matter as long as complicated and difficult are avoided altogether
E) order varies but transition questions are only needed if you have complicated questions

Question 40

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 41

"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 42

The only time coding is not fairly straightforward is when:

A) there are many questions on the questionnaire.
B) scaled-response questions are used.
C) a researcher uses an "all that apply" question.
D) closed-ended questions are used.
E) Likert scales are used.

Question 43

Precoding questions refers to:

A) placing numbers on the question responses 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.
C) precoding 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 44

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

Question 45

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 46

Open-ended questions are never used in a questionnaire because they are more time consumer to quantify and analyze than closed-ended questions.

Question 47

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

Question 48

Which of the following does NOT relate to warm-up questions?

A) follow screening questions in a questionnaire
B) are simple, easy-to-answer questions that spark respondents interest
C) serve to demonstrate how easy the survey will be to complete
D) relate to the research objectives
E) are used to determine which question will be answered next

Question 49

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 50

Diane Benoit is an assistant project director at ABC Research. Diane has completed designing a questionnaire to be given to college students for a client and she is now in the process of coding the questionnaire. Two of the questions are: 1() "What is your classification?" ___ Freshman ___ Sophomore ___ Junior ___ Senior
2() "Which on-campus activities would you say are your 'favourites?' (Check all that apply)
___ College sports ___ Greek life ___ Stand-up comedy ___ Campus concerts
How should Diane code the above two questions?

A) Question (1) 1-4; Question (2) 1-4
B) Question (1) 1-4; Question (2) 0,1 for each choice
C) Question (1) F,S,J,SR; Question (2) CS,GL,SU,CC
D) Question (1) 0,1 for each choice; Question (2) 1-4
E) Question (1) 0,1 for each choice; Question (2) 0,1 for each choice

Question 51

Ambiguous words should be avoided, whereas words like "frequently" and "often" are crystal clear.

Question 52

How does the textbook discuss the use of a pretest?

A) The client should always be present for the pretest.
B) A pretest needs to be done on each question with the client prior to it going into the questionnaire.
C) A pretest is only necessary if you are not using a computer-assisted questionnaire design program.
D) A pretest involves conducting the survey on a small, representative set of respondents in order to reveal questionnaire errors before the survey is launched.
E) A pretest is the analysis that occurs after "back-translation."

Question 53

Which of the following does NOT relate to the use of screening questions?

A) Screening questions can be used to select the respondent types desired by the researcher.
B) The first few questions of a questionnaire are normally screening questions.
C) Screening questions are always required.
D) Screening questions can be used with all forms of survey formats.
E) Not all surveys have screening questions.

Question 54

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

Question 55

Patrick Strubel is a young attorney who is reviewing a proposed research survey to be used in an upcoming trial. The case involves potential deceptive advertising claims made in a TV commercial advertising over-the-counter (i.e., nonprescription) medicine. Patrick is commissioning research to determine consumers' understanding of the claims after they have watched the TV commercial. Patrick wants to separate respondents into two categories: i) those who recall having actually seen the TV commercial and ii) those who do not recall having seen it. For those who do not recall having seen the commercial, they will be asked to view it before asking questions about their beliefs of the claims made. Patrick views the questionnaire proposed by the research firm. One of the questions is: (1) Do you recall having watched a TV commercial featuring XYZ, a pain reliever for arthritis? If "yes," continue. If "no," go to Question (12). This question would be considered a(n):

A) disguised question
B) skip question
C) screening question
D) undisguised question
E) classification question

Question 56

To maintain objectivity, clients should not be involved in the questionnaire design process. Once the research objectives are defined, the client will not be involved until after the questionnaire has undergone considerable development and evaluation.

Question 57

J. J. Yamamoto works for a marketing research firm in Vancouver and one of her clients is a multinational firm with interests in 12 countries. J. J.'s client's next research project involves surveying household members in China. J. J. speaks English and Japanese but does not speak any Chinese dialects. She is responsible for designing the questionnaire. Which of the following best represents the procedure J. J. should use in developing the questionnaire for her client?

A) Create the questionnaire in the universal language of English, then have it translated into the target audience's language, pretested and revised for distribution.
B) Create the questionnaire in the universal language of English, then have it translated into the target audience's language, then have it translated by independent translators back into English so it is ready for distribution.
C) Create the questionnaire in the universal language of English, then have it translated into the target audience's language, German, then have it translated by independent translators back into English, then have it translated back into the target language after revisions are made so it is ready for distribution.
D) Create the questionnaire in the universal language of English, then have it translated into the target audience's language, then have it translated by independent translators back into English, then have it translated back into the target language after revisions are made, and finally, conduct pretests using persons who speak the target language in China.
E) Never attempt to create a questionnaire in a language other than one's own native language; it is wise to not accept such research projects and to refer the client to a marketing research firm China where the respondents live.

Question 58

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

Question 59

Tommy Cole was reviewing a new employee's work at large research company. Tommy had several years of experience in research and was regarded as the company expert in designing questionnaires. As Tommy read the questionnaire proposed by the new employee, he found the following question, which had been drafted to measure the occupational status of respondents: "Check one of the following categories which describes your occupational status?" ___ Full-time employment
___ Full-time student
___ Part-time student
___ Unemployed
___ Retired
Which of the following best describes the appropriate action Tommy should take regarding this question?

A) approve it; this is a perfectly good question
B) approve it; but break "retired" into smaller categories such as "semi-retired"
C) disapprove it; the question is "leading" in that it assumes all occupations are either full-time or part-time
D) disapprove it; the question is "loaded" in that it assumes everyone should either be employed or a student
E) disapprove it; the question is "double-barreled" because someone could be retired and a part-time or full-time student

Question 60

Questionnaire design is really a process of several interrelated steps.

Question 61

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

Question 62

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 63

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

Question 64

"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 65

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

Question 66

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

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: "How much do you think you would pay for a pair of sunglasses that will protect your child's eyes from the sun's ultraviolet rays which are known to cause permanent blindness?"

Question 69

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

Question 70

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

Question 71

Unfortunately, commonly used words sometimes encourage biased answers when they appear on a questionnaire.

Question 72

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

Question 73

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

Question 74

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

Question 75

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

Question 76

Under conditions of anonymity, the researcher assures the respondent that his name will never be divulged to a third party.

Question 77

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

Question 78

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

Question 79

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

Question 80

Leading questions that lead with phonics deal with question content.