Deck 10: Questionnaire Design

Question 1

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.
E) None of the above are correct.

Answer 1

C

Question 2

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

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

Answer 2

C

Question 3

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 the above

Answer 3

B

Question 4

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 the above

Question 5

"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 the above

Question 6

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) both (b) and (c)
E) none of the above

Question 7

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 the above are true.

Question 8

"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 the above

Question 9

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 the above are characteristic of open-ended questions

Question 10

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 the above

Question 11

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 the above is an incorrect statement.

Question 12

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 the above

Question 13

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 lower class store like Wal-Mart?"
C) "How satisfied are you with McDonald's food quality and location?"
D) (a) and (b)
E) all of the above

Question 14

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 the above would be part of a pretest.

Question 15

Which type of question would be located in the screener?

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

Question 16

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 17

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.

Question 18

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 the above are reasons for increased costs of survey research.
E) All of the above are reasons for increased costs of survey research.

Question 19

Probing is especially important when using:

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

Question 20

"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 the above

Question 21

After writing and editing your survey, what can you do to ensure your research project is a success?

A) Edit the survey
B) Alter your questions
C) Pre-test the questionnaire
D) Ask another to review the work

Question 22

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

A) Leadership
B) Clarity
C) Precision
D) None of the above

Question 23

An interview is not a type of questionnaire.

Question 24

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

Question 25

Survey objectives should utilize abbreviations and slang.

Question 26

Which of the following would be considered a qualifying question for a Starbuck's survey?

A) Do you own a coffee maker?
B) Have you bought coffee in the last twelve months?
C) Have you bought a premium coffee drink in the last twelve months?
D) These are all qualifying questions

Question 27

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

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

Question 28

During an interview with a respondent, you ask them to give you an example for their most recent answer. This would be a _________________.
a. Request for classification
b. Request for comparison
c. Request for elaboration
d. Request for word association

Question 29

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

Question 30

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

Question 31

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

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

Question 32

What element of probing is found when the researcher asks, "How many cups of coffee did you drink yesterday?"

A) Comprehension or Interpretation
B) Paraphrasing
C) Confidence or judgment
D) recall

Question 33

The process of developing a questionnaire is a haphazard one.

Question 34

What element of probing is found in the question "What does the term outpatient mean to you?"

A) Comprehension or Interpretation
B) Paraphrasing
C) Confidence or judgment
D) recall

Question 35

Questions such as "do you often shop in value stores like Target or Wal-Mart?" could________.

A) Bias the respondent
B) Test the respondent's willingness to answer
C) Consider the respondent's ability to answer the question
D) None of the above

Question 36

Demographic questions should be included in the ____________ of a questionnaire.

A) first third
B) second third
C) last third
D) qualifying questions

Question 37

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 38

What element of probing is found when you the researcher say, "Can you repeat the question I just asked in your own words?"

A) Comprehension or Interpretation
B) Paraphrasing
C) Confidence or judgment
D) recall

Question 39

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 the above

Question 40

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

Question 41

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

Question 42

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 43

Demographic questions should come first to help researchers know whether the respondent is one they want to evaluate.

Question 44

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

Question 45

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

Question 46

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

Question 47

Counterbiasing statements are typically made near the beginning of a survey.

Question 48

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

Question 49

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.
1. Please indicate your income: _____________________
2. When will buy your next car? ____________
3. Age Category: ___0-18 ___19-24 ___35-44 ___45 & over
4. How much will spend on your next car? ___________
5. List the types of cars you will consider in your next purchase:
_______________________
_______________________
_______________________
6. What is the make and model of your present car? __________________

Question 50

Laddering interviews are typically used to provide an in-depth understanding of how consumers relate to a brand by delving into hidden, preconscious factors that influence purchase.

Question 51

Asking for agree or disagree responses uses closed-ended questions.

Question 52

Open-ended questions require probing.

Question 53

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

Question 54

There is no problem with specifying research objectives after a questionnaire has been designed.

Question 55

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.

Question 56

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

Question 57

A "silent" probe is merely a name for a written follow-up question.

Question 58

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

Question 59

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

Question 60

The wording of a question should be ambiguous in order to limit bias.

Question 61

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

Question 62

Assume that you are developing a questionnaire about an entrée at Taco Bell. Use this situation to outline the procedure for designing a questionnaire.

Question 63

Suppose the major attributes for iPad-type devices are as follows: 1) ability to download books; 2) ability to connect to the Internet; 3) backlit non-glare screens that you can read outside on a sunny day; 4) priced under $250; and 5) ability to dock with a jump drive. Management wants to know which attributes are considered most important by potential consumers. Construct a question to meet such an objective.

Question 64

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