Question 1

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

Accepted Answer

To obtain accurate answers,researchers must be careful not to bias answers and at the same time maintain interest and attention of the respondent.

Question 2

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.

Accepted Answer

This is an effective method of assuring that all of the possible responses are identified.

Question 3

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

Accepted Answer

The probability of forgetting is influenced by the importance of the event and how often it is repeated.The rate of forgetting is quite rapid over the first few days and continues with the passage of time.

Question 4

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

Accepted Answer

Studies suggest that individuals tend to underestimate the actual occurrence of the event.

Question 5

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

Accepted Answer

The three main methods are unaided recall,aided recall,and recognition.

Question 6

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

Accepted Answer

This data should locate respondents and allow one to place them in factual categories.

Question 7

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

Accepted Answer

The request for cooperation is the second part of the questionnaire and is used to enlist the respondent's help in completing the interview.

Question 8

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

Accepted Answer

To reduce sequence bias,the general questions should come first.

Question 9

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

Accepted Answer

To design a questionnaire,researchers need to have a list of the information needs and a clear outline of the respondent group that will be answering the questions.

Question 10

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

Accepted Answer

Unlike sampling error,measurement error can't easily be calculated and may be of unknown direction and magnitude.It is often the largest source of preventable error in marketing research,far exceeding errors in sampling plans.It results from questions which measure something other than what they are intended to measure.

Question 11

Each question included in the questionnaire should relate to a specific
A) research objective
B) information need
C) measurement scale
D) marketing problem

Accepted Answer

Each question included on the questionnaire should relate to a specific information need.

Question 12

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

Accepted Answer

Unaided recall does not provide any clues or hints.

Question 13

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

Accepted Answer

Geodemographic data includes demographic information,such as gender and age,and geographic information,such as zip code.

Question 14

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

Accepted Answer

The identification data section asks for the respondent's name,address,and phone number.It is often placed first on the questionnaire.

Question 15

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

Accepted Answer

Observational forms should permit the observer to record the behavior in detail,rather than requiring a summary regarding a number of behavior patterns.

Question 16

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

Accepted Answer

The instructions are written for either the interviewer or respondent,depending on the type of questionnaire and the role of the interviewer in the process.

Question 17

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

Accepted Answer

This part of the questionnaire solicits the information that is requested.

Question 18

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.

Accepted Answer

Complexities of international research can add a great deal of pre- and post-processing time and typically cost at least double what a survey costs when run domestically.However,it is not adequate to omit pre-testing.

Question 19

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

Accepted Answer

The ability to answer accurately assumes the respondent is willing to answer the question but does not have the ability to do so.

Question 20

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

Accepted Answer

This information,if provided,is placed in the request for cooperation before the instructions are given.

Quiz 6: Designing Surveys and Data Collection Instruments

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

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.

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

Several studies suggest that questions that rely on unaided recall can

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

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

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

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

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

Measurement error in the design of questionnaires

Each question included in the questionnaire should relate to a specific

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

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

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

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

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

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

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.

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

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