Question 1

The data files from a computer-assisted questionnaire software program can be downloaded at the researcher's discretion;however,different formatting options,including SPSS-readable files,may not be available.

Accepted Answer

The answer of The data files from a computer-assisted questionnaire...

Question 2

Marketing researchers use standard scales rather than inventing new ones for each research project.Discuss and differentiate among the Likert scale,semantic differential scale,and the Stapel scale.Why should the scale fit the construct?

Accepted Answer

The answer of Marketing researchers use standard scales rather than...

Question 3

The decision about whether to use a disguised survey depends on the survey's objectives,possible undue influence with knowledge of the client,or desire not to alert competitors of the survey.

Accepted Answer

The statement accurately reflects the factors that can influence the decision to use a disguised survey.

Question 4

A questionnaire is the vehicle used to present the questions the researcher desires respondents to answer.Why is the questionnaire at the center of the research? Why does questionnaire design directly affect the quality of the data collected?

Accepted Answer

The answer of A questionnaire is the vehicle used to...

Question 5

Researchers normally avoid asking screening questions at the beginning of a survey since the interview will begin with a negative tone,perhaps causing the person to think the questionnaire will be asking any number of personal questions,and object to taking part.

Accepted Answer

Screening questions are commonly used at the beginning of surveys to ensure that respondents meet the criteria necessary for the study, helping to target the survey to the appropriate audience and improve the relevance and accuracy of the data collected.

Question 6

Define reliability and validity.How can something be reliable yet not be valid?

Accepted Answer

The answer of Define reliability and validity.How can something be...

Question 7

Because researchers can never completely replicate the respondent's perspective,a pretest is extremely valuable

Accepted Answer

Researchers can never fully understand the respondent's perspective, so conducting a pretest can help identify potential issues with the questionnaire or survey before it is distributed to a larger sample.

Question 8

Any self-administered survey qualifies for anonymity as long as the respondent does not indicate his or her identity and provided the questionnaire does not have any covert identification tracing mechanism.

Accepted Answer

This is true. For a survey to be anonymous, the respondent's identity should not be indicated, and there should not be any covert identification tracing mechanism. Self-administered surveys, in which the respondent themselves fills out the questionnaire, can qualify for anonymity if these conditions are met.

Question 9

Marketing research relies heavily on measurement.Define measurement.Discuss the difference between objective measurement and subject measurement and an example of each type.

Accepted Answer

The answer of Marketing research relies heavily on measurement.Define measurement.Discuss...

Question 10

Computer-assisted questionnaire design refers to software that allows users to use computer technology to develop and disseminate questionnaires and to retrieve and analyze data gathered by the questionnaire.

Accepted Answer

Computer-assisted questionnaire design software provides tools to create, distribute, collect and analyze data from questionnaires using computer technology.

Question 11

The creation of the introduction should entail just as much care and effort as the development of the questions on the questionnaire.

Accepted Answer

The introduction is the first impression that participants will have of the survey, and it sets the tone for the rest of the questionnaire. Therefore, it is crucial to take the time to craft a thoughtful and engaging introduction.

Question 12

Regardless of whether or not the questionnaire is designed for online administration,there are two steps remaining: precoding and pretesting.

Accepted Answer

Precoding involves assigning codes to the responses to make data entry easier, and pretesting involves testing the questionnaire on a small sample of respondents to identify and correct any problems before administering it to the larger population. These steps are necessary regardless of whether the questionnaire is administered online or through other means.

Question 13

Marketing researchers describe measures in several different ways.Describe the three measures used by SPSS: nominal,ordinal,and scale.Give examples of each type of measurement.

Accepted Answer

The answer of Marketing researchers describe measures in several different...

Question 14

What are the benefits to using computer-assisted questionnaire design?

Accepted Answer

The answer of What are the benefits to using computer-assisted...

Question 15

It is unwise to take a questionnaire designed for online administration and simply let the questionnaire design system present it in mobile device format.

Accepted Answer

Mobile devices have smaller screens and different user interfaces compared to desktop computers, which can affect the presentation and functionality of online questionnaires. Therefore, questionnaires should be specifically designed and optimized for mobile devices to ensure a better user experience and accurate data collection. Simply adapting an online questionnaire to mobile format can result in distorted question layouts, missed responses, and limited accessibility, leading to unreliable data collection.

Question 16

Questionnaire design companies are cognizant of the public's reluctance to take part in surveys,so partner with panel companies and integrate panel sample access into their questionnaire design websites

Accepted Answer

Questionnaire design companies do partner with panel companies and integrate panel sample access into their websites in order to overcome the public's reluctance to take part in surveys.

Question 17

The submit signal within a computer-assisted questionnaire software program prompts the program to write the respondent's answers into a data file.However,the data file may not grow in direct proportion to and at the same rate as respondents submit surveys.

Accepted Answer

The answer of The submit signal within a computer-assisted questionnaire...

Question 18

Regardless of whether or not a questionnaire is designed for online administration,there are two steps needed: precoding and pretesting.Discuss the function of and details for pretesting a questionnaire.

Accepted Answer

The answer of Regardless of whether or not a questionnaire...

Question 19

Questionnaire organization is the sequence or"flow"of statements and questions that make up a questionnaire.Why is questionnaire organization a critical concern? Discuss the issue of question flow as an important part of the process.

Accepted Answer

The answer of Questionnaire organization is the sequence or"flow"of statements...

Quiz 8: Understanding Measurement, Developing Questions, and Designing the Questionnaire