Deck 6: Designing Surveys and Data Collection Instruments

Question 1

The aided recall approach,as the name implies,is intended to overcome respondents' unwillingness to respond to particular questions.

Answer 1

False
Aided recall attempts to overcome problems of respondent memory and lack of efficiency in administering questionnaires by providing the respondent with cues and partial information regarding the event of interest.

Question 2

In a telephone survey,recency bias occurs if respondents tend to ignore alternative responses heard after the first few are given.

Answer 2

False
This is primacy bias.Recency bias results from choosing among the last alternatives given.

Question 3

The questionnaire should be comprehensible to that segment of the population with the least vocabulary skills.

Answer 3

True
The words used in the questionnaire must be comprehensible to nearly all persons likely to be asked to complete it.

Question 4

The more homogeneous the respondent group,the more difficult it is to design a single questionnaire that is universally appropriate.

Question 5

The main issues arising in designing multiple-response questions are the number of alternatives,the alternatives themselves,and interview bias.

Question 6

Identification data collected on a questionnaire are typically used only internally and are not reported along with research results for reasons of confidentiality.

Question 7

In mitigating bias resulting from respondents' unwillingness to respond to questions accurately,the labeled response categories approach phrases the sensitive question so that it refers to "other people," "people you know," or even "people like you."

Question 8

Classification data are typically collected among the first five questions of a questionnaire.

Question 9

Open-ended questions are better suited for self-administered questionnaires than for questionnaires administered by an interviewer.

Question 10

The counterbiasing statement approach involves asking a nonsensitive question prior to and immediately after a sensitive question.

Question 11

The function of the questionnaire is measurement; measurement error is a serious problem in questionnaire construction.

Question 12

Open-ended questions are most appropriate for exploratory research purposes.

Question 13

The issue of whether to include a neutral response alternative in a dichotomous question is best decided on the basis of the proportion of the respondent group who are truly neutral.

Question 14

In multiple-response questions,the order in which the response alternatives are listed tends to bias the data.

Question 15

Questionnaire design has become a fairly exact science that can be mastered by strictly following the set of rules for their creation.

Question 16

Leading questions are often needed to accurately assess respondents' feelings.

Question 17

When deciding question wording,words like "usually," "regularly," "kind," "normally," and "frequently" are considered ambiguous and should be avoided.

Question 18

The questionnaire design stage presumes that the research project is well under way and that research objective and information needs have already been identified.

Question 19

A question should be phrased so as to permit the respondent to admit a lack of knowledge.

Question 20

A dichotomous question is an extreme form of the multiple-choice question.

Question 21

The overriding concern when deciding the sequence of questions is that it retain respondent interest and attention without introducing bias.

Question 22

The open-ended response format can be used in the pretest to determine appropriate response categories for what will become a multiple-response question in the final questionnaire.

Question 23

What factors affect a respondent's ability to remember a particular event?

A) recency of the event
B) importance of the event
C) repetition of the event
D) all of the above
E) both a and c

Question 24

Several studies suggest that questions that rely on unaided recall can

A) overestimate the actual occurrence of the event
B) underestimate the actual occurrence of the event
C) cause misremembering, i.e. remembering the wrong information
D) be effective if pre-tested with recognition tests

Question 25

To help individuals recall an event,without biasing information,researchers can use all of the following methods except

A) unaided recall
B) aided recall
C) labeled response categories
D) recognition

Question 26

The _______________ section of the questionnaire contains the characteristics of the respondent,primarily geodemographic data.

A) identification data
B) request for cooperation
C) instructions
D) classification data
E) information sought

Question 27

The _______________ component of the questionnaire is an opening statement designed to enlist the respondent's help regarding the interview.

A) identification data
B) request for cooperation
C) instructions
D) information sought
E) classification data

Question 28

To reduce sequence bias,ask specific questions first then ask general questions second.

Question 29

From a detailed listing of _______________,the researcher can begin to design the questionnaire

A) the population and respondent group
B) measurement scales and communication media
C) information needs and a clear definition of the respondent group
D) research objectives and sampling plan

Question 30

Measurement error in the design of questionnaires

A) can easily be calculated within a given number of standard deviations
B) may be of unknown direction and magnitude
C) does not require the degree of concern that is typically associated with sampling error
D) results from questions which measure something other than what they are intended to measure
E) both b and d

Question 31

Each question included in the questionnaire should relate to a specific

A) research objective
B) information need
C) measurement scale
D) marketing problem

Question 32

An example of using _______________ would be asking respondents the question "What advertisements do you remember seeing last week?"

A) unaided recall
B) aided recall
C) recognition
D) pre-testing

Question 33

The classification data section of the questionnaire contains the characteristics of the respondent,which is primarily

A) geodemographic data
B) personal historical data
C) psychographic data
D) behavioral data

Question 34

The _______________ section of the questionnaire asks for such information as the respondent's name,address,and phone number.

A) identification data
B) request for cooperation
C) instructions
D) classification data
E) information sought

Question 35

An observational form should require the observer to summarize rather than list in detail the behavior observed.

Question 36

The instructions are comments to _______________ about how to interact with and eventually complete the questionnaire

A) the respondent
B) the interviewer
C) both the interviewer and respondent
D) the interviewer or the respondent

Question 37

The _______________ section of the questionnaire forms the major,and invariably the longest portion of the questionnaire.

A) identification data
B) request for cooperation
C) instructions
D) information sought
E) classification data

Question 38

Due to substantial extra expenses when doing international marketing research,questionnaires that are determined to be accurately translated from one language to another generally do not need to be pre-tested as well.

Question 39

Assuming that the desired data are relevant to the decision problem,the researcher must be sensitive to the respondent's ability to provide the data,including all of the following except

A) whether the respondent is uninformed
B) whether the respondent is forgetful
C) whether the respondent is unwilling to answer
D) whether the respondent misremembers

Question 40

Often researchers will elect to include the purpose of the study in the _______________ section,if disclosing it will not bias respondent outcomes

A) identification data
B) request for cooperation
C) instructions
D) information sought
E) classification data

Question 41

In a telephone interview,if respondents tend to choose among answers they heard last from a list of alternative responses,then _______________ is present.

A) modal answer bias
B) recency bias
C) primacy bias
D) interviewer bias

Question 42

The recognition method

A) is a form of unaided recall
B) may create suggestion bias
C) involves presenting to the respondent the actual event
D) all of the above
E) both b and c

Question 43

When a list of numbers (such as prices or how many times per week a respondent visits a store)is given for the alternatives in a multiple-response question,there is a high probably that position bias will occur.In this case,the bias would be

A) toward the lowest numbers
B) toward the central position
C) toward the highest numbers
D) toward the first number in the series
E) toward the last number in the series

Question 44

All of the following are approaches that have been developed to mitigate bias resulting from respondents' unwillingness to respond to questions accurately except

A) labeled response categories
B) recognition questions
C) indirect statements
D) counterbiasing statements

Question 45

The use of a brand or company name in a question

A) can cause the respondent to believe that the company or brand is the sponsor of the survey
B) can promote a more positive response to the brand or company
C) make affect open-ended questions that follow
D) all of the above

Question 46

Relative to open-ended questions,multiple-choice questions

A) increase interviewer bias
B) are more difficult to administer
C) reduce the time and cost associated with data processing
D) all of the above
E) both a and c

Question 47

Open-ended questions

A) are costly
B) reduce interviewer bias
C) permit diverse responses which may not have been anticipated
D) all of the above
E) both a and c

Question 48

In deciding on how many response alternatives to put in a question,the rule of thumb is that the explicit alternatives should contain _______________ percent of the responses.

A) 75
B) 85
C) 95
D) 99

Question 49

An approach that lists alternative responses to a sensitive question by letters or numbers and permits the respondent to answer with a letter or number employs

A) randomized responses
B) labeled response categories
C) counterbiasing statements
D) indirect responses
E) split design

Question 50

To code verbal data in the "excruciatingly correct" manner requires considerable time and _______________ people.

A) three
B) five
C) six
D) eight

Question 51

In mitigating bias resulting from respondents' unwillingness to respond to questions accurately,the _______________ approach begins the question with a statement suggesting that the subject behavior is rather common and then ask the respondent the question.

A) counterbiasing statement
B) indirect statement
C) labeled response categories
D) randomized response technique

Question 52

To reduce measurement error from respondents misremembering,researchers can use all of the following methods except

A) use recognition tests
B) use scales that provide appropriate time referents
C) ask the questions in multiple ways to different respondents
D) rely more on aided recall

Question 53

In mitigating bias resulting from respondents' unwillingness to respond to questions accurately,the _______________ approach phrases the question with words such as "other people" or "people you know."

A) counterbiasing statement
B) indirect statement
C) labeled response categories
D) randomized response technique

Question 54

A(n)_______________ question is one that gives the respondent a cue as to what the answer should be.

A) ambiguous
B) biasing
C) counter-biasing
D) leading
E) double-barreled

Question 55

When designing multiple-response questions,response alternatives should be _______________,which means the set of responses should include all of the possible alternatives.

A) collectively exhaustive
B) mutually exclusive
C) position unbiased
D) label inclusive

Question 56

All of the following would be considered advantages of open-ended questions except

A) can serve as an excellent first question on a topic
B) are relatively easy to code and analyze
C) can establish rapport and gain the respondent's cooperation
D) exert minimal influence on subsequent responses, because respondents are not biased by predetermined set of response alternatives

Question 57

When response alternatives are listed for a multiple-response question,the _______________ alternative has a greater chance of being chosen.

A) first
B) last
C) center
D) penultimate

Question 58

When designing multiple-response questions,response alternatives should be _______________,which means the respondent should be able to identify exactly one alternative that clearly represents their response.

A) collectively exhaustive
B) mutually exclusive
C) position unbiased
D) label inclusive

Question 59

A(n)_______________ question includes words or phrases that are emotionally colored and that suggest a feeling of approval or disapproval.

A) leading
B) ambiguous
C) biasing
D) double-barreled

Question 60

A major disadvantage of using _______________ questions is interviewer bias while recording the respondent's answers.

A) open-ended
B) multiple-choice
C) dichotomous
D) indirect

Question 61

The question "Are you in favor of curtailing the amount of sugar allowed in children's cereals?" violates which of the following guidelines for question wording?

A) use simple language
B) avoid implicit assumptions
C) avoid estimates
D) avoid biasing questions
E) avoid double-barreled questions

Question 62

How questions are worded impacts the type of response that will be received.Discuss the general guidelines for appropriate question wording.

Question 63

Give an example of a double-barreled questions.

Question 64

Sequence any questions that are embarrassing,sensitive,complex,or dull

A) at the beginning of the questionnaire
B) near the beginning of the questionnaire
C) well down in the questionnaire
D) with a more interesting question before and after

Question 65

What are the steps for coding of responses to open-ended questions?

Question 66

Discuss the advantages and disadvantages of open-ended questions.

Question 67

What can cause respondents to be unable to answer a question accurately?

Question 68

Discuss the advantages and disadvantages of using multiple-response questions.

Question 69

The question "What is your evaluation of the restaurant's appearance and service?" violates which of the following guidelines for question wording?

A) avoid leading questions
B) avoid implicit assumptions
C) avoid estimates
D) avoid biasing questions
E) avoid double-barreled questions

Question 70

Which of the following are not among the guidelines for determining question sequence?

A) Arrange questions in logical order.
B) Ask general questions last.
C) Place uninteresting and difficult questions early in sequence to make the rest of the questionnaire seem easier.
D) Use a simple and interesting opening question.
E) both b and c

Question 71

What are four methods for mitigating bias from respondents being unwilling to answer sensitive questions?

Question 72

Identify the five sections of a questionnaire.

Question 73

The question "How many cans of soft drinks do you purchase in a year?" violates which of the following guidelines for question wording?

A) avoid implicit alternatives
B) avoid implicit assumptions
C) avoid estimates
D) avoid biasing questions
E) avoid double-barreled questions

Question 74

Describe the randomized response technique-why it is used,how it is applied,and an example of its use.

Question 75

Outline the broad interrelated guidelines in constructing a questionnaire.