Deck 12: Questionnaire Design

Question 1

Probing is especially important when using:

A)dichotomous questions.
B)open-ended questions.
C)closed ended questions.
D)multiple choice questions.
E)none of these

Answer 1

B

Question 2

Which of the following is an incorrect statement concerning questionnaire layout?

A)Position threatening or sensitive questions last.
B)Allow plenty of space for open-ended questions.
C)Always place demographics questions at the beginning.
D)Position questions that require the most effort in the middle.
E)None of these is an incorrect statement.

Answer 2

C

Question 3

Which of the following is not characteristic of the questionnaire?

A)formalized schedule for collecting data
B)a unique control device in the data collection process
C)survey instrument
D)set of questions designed to generate data for specific objectives
E)All are characteristic of the questionnaire.

Answer 3

E

Question 4

A screening question is used to:

A)identify the right type of question for the final questionnaire.
B)check for respondent bias.
C)identify appropriate respondents for the survey.
D)to identify the right type of question for the final questionnaire and to check for respondent bias.
E)none of these

Question 5

Which of the following is not part of the criteria for a good questionnaire?

A)considers the respondent
B)considers the computer hardware tabulating the results
C)provides decision-making information
D)meets data-processing requirements
E)All are part of the criteria for a good questionnaire.

Question 6

When a question has only two possible choices,it is referred to as a _____________question.

A)dichotomous
B)qualitative
C)multiple choice
D)scaled-response
E)none of these

Question 7

A proper layout for a questionnaire is needed to:

A)make it attractive to the respondent.
B)elicit answers that are more carefully thought out and detailed.
C)impose standardization on the questionnaire.
D)compensate for poorly worded questions.
E)all of these

Question 8

Which of the following is not a true statement concerning questionnaire development and the Internet?

A)It can be used to facilitate questionnaire development.
B)There is specialized software for online questionnaire development and
Implementation.
C)Questionnaires can be delivered to potential respondents via email.
D)Questionnaires can be posted on the market researcher's website.
E)All of these are true.

Question 9

When a questionnaire asks the respondent to skip question 4 if they answered "no" to question 3,this is an example of _______.

A)piping
B)editing
C)branching
D)coding
E)none of these

Question 10

"Do you own a cell phone? ____YES ____NO" is an example of which type of question format?

A)scaled response
B)dichotomous
C)open ended
D)closed ended
E)none of these

Question 11

"First National Bank is…..progressive ____|____|____|____|____ backward" is which of the following question formats?

A)scaled response
B)dichotomous
C)open ended
D)closed ended
E)none of these

Question 12

Which of the following questions potentially biases the respondents?

A)"We are conducting a study concerning the high quality of First National
Bank services"
B)"Do you shop at a store like Wal-Mart?"
C)"How satisfied are you with McDonald's food quality and location?"
D)all of these

Question 13

Which type of question would be located in the screener?

A)transitional
B)warm up
C)demographic
D)qualifying
E)none of these

Question 14

Which of the following is a reason for increased costs of survey research?

A)premature termination of the interview
B)adding a security screener
C)trying to reach a qualified respondent
D)None of these are reasons for increased costs of survey research.
E)All of these are reasons for increased costs of survey research.

Question 15

"In the space below,please write down your three favorite flavors of ice cream" is an example of what type of question?

A)scaled response
B)dichotomous
C)open ended
D)closed ended
E)none of these

Question 16

What type of question is the following? Which of the following age categories best describes your age?
____0-18 ____19-24 ____25-34 ____35 and over

A)dichotomous question
B)open-ended question
C)multiple choice question
D)scaled question
E)none of these

Question 17

Which of the following is not characteristic of open-ended questions?

A)ease of coding and tabulation of results
B)respondents get to reply in their own words
C)answers based on respondent's frame of reference
D)can be used to interpret closed-ended questions
E)all of these are characteristic of open-ended questions

Question 18

Which of the following is not specifically part of the questionnaire evaluation process?

A)evaluating questionnaire length
B)the necessity of each of the questions
C)getting approval from a client
D)whether questions are needed to accomplish research objectives
E)All are part of the questionnaire evaluation process.

Question 19

Which type of question does not allow the researcher to perform statistical analysis?

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

Question 20

Going through each question to ensure that skip patterns are followed and that required questions are answered is _______.

A)coding
B)scaling
C)editing
D)closing
E)none of these

Question 21

In the marketing research process,the questionnaire precedes survey objectives and comes after data analysis.

Question 22

Once the questionnaire has been designed and pretested,the researcher can decide on how the data will be collected.

Question 23

__________ is achieved by avoiding ambiguous terminology,using reasonable,vernacular language adjusted to the target group,and asking only one question at a time. 1

A)Leadership
2
B)Clarity
3
C)Precision
4
D)None of these

Question 24

Which of the following types of questions would have the highest cost associated with its interpretation and tabulation?

A)open ended
B)dichotomous
C)multiple choice
D)scaled response
E)The cost would be equal for all.

Question 25

It is important for surveys to include supervisor's instructions in order to assist the _______.

A)client
B)field services firm
C)respondent
D)none of these

Question 26

The pretest of a questionnaire would not be done for:

A)getting the respondent's reaction to the questionnaire.
B)checking for the appropriateness of the sample of respondents.
C)checking for misinterpretations by respondents.
D)checking for potentially biasing questions.
E)All of these would be part of a pretest.

Question 27

Which of the following would not be a good practice regarding question sequencing?

A)general questions at the end
B)general questions at the beginning
C)sensitive questions at the end
D)questions requiring work in the middle
E)none of these

Question 28

Questions that are sensitive and may embarrass the respondent should be positioned at the ___________ of the survey.

A)beginning
B)middle
C)end
D)Such questions should not be asked at all.

Question 29

In the questionnaire design process,what is the first step? 1

A)Determine the data-collection method
2
B)Determine the question response format
3
C)Decide on question wording
4
D)Determine the survey objectives, resources, and constraints

Question 30

Probes fall into three distinct categories.What are the categories? 1

A)Proactive, reactive, inactive
2
B)Proactive, reactive, spontaneous
3
C)Reactive, active, spontaneous
4
D)Proactive, spontaneous, inactive

Question 31

A yes-no question is an example of a dichotomous question.

Question 32

A questionnaire developed for adults should not be modified for a study with children.

Question 33

Screening questions are used to determine if someone is qualified to participate in a study.

Question 34

Survey objectives should utilize abbreviations and slang.

Question 35

A researcher wants to develop a questionnaire that asks users of the product different questions than non-users.What technique should s/he use to accomplish this? 1

A)open-ended questions
2
B)piping
3
C)branching
4
D)non-response

Question 36

_______________ integrates responses from a question into later questions.

A)piping
B)editing
C)branching
D)coding

Question 37

Preparing the final questionnaire copy is the last step in the questionnaire design process.

Question 38

Which of the following is not a general rule for creating web surveys for mobile devices?

A)Keep the number of scale points on rating items in the 5 to 7, at a maximum, range
B)Keep answer lists to maximum of 10 to 12 items
C)Present grids/batteries as individual questions
D)Generally work to minimize question wording
E)All of these are general rules

Question 39

Closed-ended questions require less time to prepare for data processing than open-ended questions.

Question 40

One of the characteristics that separate multiple-choice questions from scaled questions is that scaled questions attempt to capture the intensity of the respondent's feelings.

Question 41

In questionnaire design,what is a "skip pattern?" Provide an example to illustrate your answer.

Question 42

Open-ended questions,by their nature,do not need to be coded for data analysis.

Question 43

In a survey,there should never be a model introduction/opening and closing.

Question 44

A questionnaire must translate survey objectives into specific questions to solicit the required information from respondents.

Question 45

Today,Facebook can be used as a survey research platform.

Question 46

To avoid the problem of a respondent's inability to recall,the researcher should keep the referenced time periods relatively short.

Question 47

Open-ended questions provide more detailed information than scaled questions.

Question 48

Design three open-ended and three closed-ended questions to measure consumers' attitudes toward Honda Civic automobiles.

Question 49

Field management companies generally have design and analytical capabilities.

Question 50

Once a questionnaire has been developed,what other factors need to be considered before putting the questionnaire into the hands of interviewers?

Question 51

A lower incidence population would cost more money to reach than a higher incidence population.

Question 52

Comment on each problem you find in the short questionnaire that follows.Then revise the questionnaire so that it is reliable.
Objective of the questionnaire: to determine respondent buyer intentions regarding the purchase of a new car.
Please indicate your income: _____________________
When will buy your next car? ____________
Age Category: ___0-18 ___19-24 ___35-44 ___45 & over
How much will spend on your next car? ___________
List the types of cars you will consider in your next purchase:
_______________________
_______________________
_______________________
What is the make and model of your present car? __________________

Question 53

A major source of eliminating costs in survey research is premature termination of interviews.

Question 54

When writing a questionnaire,it is often effective to use industry jargon.

Question 55

What are Field Management Companies and when are they cost effective?

Question 56

Why do open-ended questions require more time (and money)to evaluate than closed-ended questions?

Question 57

A researcher who wants to know consumers' perceptions of the taste and temperature of a restaurant's food should combine these attributes into a single question.