Deck 11: Questionnaire Design

Question 1

A fixed-alternative question is better than an open-ended question because it reduces the possibility of respondents giving socially-desirable answers.

Answer 1

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

Question 2

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

Answer 2

True

Question 3

It is best to use open-ended questions when the sampling frame consists of respondents with varying levels of education.

Answer 3

False
Articulate individuals tend to give longer answers.They may not be representative of the entire population,and yet they may give a large share of the responses.

Question 4

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

Question 5

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

Question 6

A loaded question is one that is very long and taxing on respondents.

Question 7

Question wording and sequence can substantially influence accuracy.

Question 8

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

Question 9

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 10

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

Question 11

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

Question 12

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

Question 13

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

Question 14

There is no step-by-step procedure for ensuring accuracy in question writing that can be generalized across projects.

Question 15

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

Question 16

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

Question 17

Open-ended response questions give respondents a large number of specific alternative responses.

Question 18

Two consequences of respondents' forgetting the exact details of their behavior are called telescoping and squishing.

Question 19

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

Question 20

Order bias in questionnaire design frequently occurs when broader questions are asked before specific issues are explored.

Question 21

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

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

Question 22

"Name five brands of toothpaste" is an example of what type of question?

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

Question 23

A status bar in an Internet survey gives respondents an indication of questionnaire length.

Question 24

"Do you own a cell phone? ______ Yes ______ No" is an example of what type of question?

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

Question 25

A heat map question is used in geographical positioning studies.

Question 26

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

A) cost is usually higher than that of administering fixed-alternative questions
B) possibility of interviewer bias
C) the information provided by responses is not useful to decision makers
D) articulate individuals give a large share of the responses but they may not be representative of the entire population

Question 27

Which of the following refers to the extent that all information collected in a questionnaire addresses a research question that will help the decision maker address the current marketing problem?

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

Question 28

A multiple-grid question includes several questions of the same format all arranged in a grid format.

Question 29

Preliminary tabulations from pretests can provide meaningful information to researchers.

Question 30

Which type of question requires the respondent to choose one of two alternatives?

A) simple-dichotomy
B) bipolar
C) dual-coded
D) checklist

Question 31

Compared to open-ended response questions,fixed-alternative questions _____.

A) require less interviewer skill
B) take less time
C) are easier for the respondent to answer
D) all of these choices

Question 32

Pretests require statistical samples for them to provide meaningful information to researchers.

Question 33

Another term for fixed-alternative questions is ______ questions.

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

Question 34

Asking general questions before specific questions in order to obtain unbiased responses is called telescoping.

Question 35

The question,"Did you watch the Super Bowl?" on a survey about Super Bowl advertising effects is an example of a funneling question.

Question 36

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 37

A knock-out means the respondent stops answering questions resulting in an incomplete survey.

Question 38

"What is your gender? ______ M ______ F" is an example of what type of question?

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

Question 39

Survey technology can force respondents to answer questions by not allowing them to continue through the survey until they provide an answer.

Question 40

Funneling software allows question answers from previous questions to be inserted into later questions in an Internet survey.

Question 41

Questions that require respondents to choose one and only one response from among several possible alternatives are called _____ questions.

A) checklist
B) multiple-choice
C) forced
D) determinant

Question 42

"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 what type of question?

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

Question 43

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

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

Question 44

Which of the following is a multiple-choice question that asks for an answer about the general frequency of occurrence of some phenomenon?

A) simply-dichotomy question
B) checklist question
C) time-bound question
D) frequency-determination question

Question 45

Sammy told a researcher that she has lived in her current house for two years,but in reality,she has lived there for more than five years.Sammy's thinking that moving into her home happened more recently than it actually did is an example of _____.

A) cognitive distortion
B) telescoping
C) selective bias
D) bias

Question 46

Which format asks a respondent to remember something and gives them a clue to help?

A) cue-based
B) recognition
C) cognitive assistance
D) aided recall

Question 47

Dichotomous or multiple-choice alternatives in fixed-alternative questions should not have overlap among categories,which means the categories should be _____.

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

Question 48

When half of the respondents are asked to agree or disagree with the statement: "Foreign cars are better made than cars made in the U.S." while the other half of the respondents are asked to agree or disagree with the statement: "Cars made in the U.S.are better made than foreign cars," this is an example of using a _____.

A) pivot question
B) filter question
C) double-barreled question
D) split-ballot technique

Question 49

"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 50

Asking respondents to remember something without providing any clue is called _____.

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

Question 51

Which of the following occurs when respondents believe that past events happened more recently than they actually did?

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

Question 52

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) pivot question
B) filter question
C) checklist question
D) counterbalancing question

Question 53

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 _____.

A) filter question
B) lead-in statement
C) split-ballot question
D) counterbiasing statement

Question 54

Which type of question suggests a socially desirable answer or is emotionally charged?

A) leading question
B) biased question
C) loaded question
D) slanted question

Question 55

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

A) using a pivot question
B) making assumptions
C) a double-barreled question
D) using a checklist

Question 56

A(n)_____ question suggests or implies certain answers.

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

Question 57

Which of the following uses two alternative phrasings of the same question for respective halves of a sample to elicit a more accurate total response than would a single phrasing?

A) split-ballot technique
B) split-half reliability
C) counterbalancing method
D) double-barreled questioning

Question 58

A question that may induce bias because it covers more than one issue at once is called a(n)_____.

A) complex question
B) double-barreled question
C) counterbiasing question
D) loaded question

Question 59

All of the following are guidelines that help prevent the most common mistakes in designing questions EXCEPT _____.

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

Question 60

When respondents think that recent events took place longer ago than they really did,this is called _____.

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

Question 61

A question that screens out respondents who are not qualified to answer a second question is called a _____ question.

A) preliminary
B) filter
C) qualifying
D) sequencing

Question 62

Which of the following informs the respondent that he or she has skipped an item or provided implausible information?

A) filtering
B) prompting
C) status bar
D) piping software

Question 63

Two researchers used an Internet survey that takes respondents about 45 minutes to complete.They had a large percentage of respondents that simply just stopped doing the questionnaire,resulting in a large number of incomplete surveys.The respondents who stopped are referred to as _____.

A) drop-outs
B) orphans
C) break-offs
D) run-aways

Question 64

The term used to describe directing respondents to alternative portions of the questionnaire based on their response to a filter question is _____.

A) piping
B) branching
C) splitting
D) directing

Question 65

If a researcher is interested in which parts of an advertisement catches respondents' attention the most,which of the following would be useful?

A) branching question
B) filtering question
C) status bar
D) heat map question

Question 66

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 67

Which type of question conserves space on a questionnaire?

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

Question 68

Which of the following results when a particular sequencing of questions affects the way a person responds or when the choices provided as answers favors one response over another?

A) squishing
B) telescoping
C) sequencing effect
D) order bias

Question 69

The idea that the first concept measured on a questionnaire frequently becomes a comparison point from which subsequent questions are evaluated by the respondents,is known as a(n)_____.

A) loaded effect
B) filter effect
C) pretest effect
D) anchoring effect

Question 70

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) preliminary tabulation
B) primary tabulation
C) initial tabulation
D) back translation

Question 71

Survey _____ refers to the ordering of questions through a survey.

A) flow
B) sequence
C) layout
D) format

Question 72

A question such as: "Have you ever received a speeding ticket? ______ Yes ______ No," when followed by a question such as: "When did you receive that ticket?" is an example of what type of question?

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

Question 73

A(n)_____ means the respondent stops answering questions resulting in an incomplete survey.

A) termination
B) abandonment
C) breakoff
D) orphan

Question 74

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 known as what type of bar?

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

Question 75

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 that language to become: "Invisible things are insane," this was an example of _____.

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

Question 76

Which of the following allows variables,such as 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 77

In political elections for candidates who are not well-known by many voters,such as judges,it frequently happens that the candidate who is listed first on the ballot 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 78

When 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 has been made in questionnaire design?

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

Question 79

_____ is the process of taking a questionnaire that has previously been translated into another language and having a second,independent translator translate it back to the original language.

A) Back translation
B) Filtering
C) Linguistic verification
D) Reliability

Question 80

Which of the following involves randomly assigning respondents to answer either the question of interest (embarrassing)or a mundane and unembarrassing question?

A) randomized response techniques
B) randomized branching techniques
C) randomized piping techniques
D) randomized filtering techniques