Deck 10: Questionnaire and Form Design

Question 1

All questions on a questionnaire should contribute to the information needed or serve some specific purpose.

Answer 1

True

Question 2

A questionnaire is an informal set of questions for obtaining information from respondents.

Answer 2

False

Question 3

Creation error is the inability to recall an event that actually took place.

Answer 3

False

Question 4

A questionnaire is a major source of response error.

Question 5

Omission,telescoping,and creation are errors that may occur if the respondent has a problem remembering the information asked in the questionnaire.

Question 6

Respondents may not be able to respond because they are unable to articulate a response,they may not be informed,or they may not remember.

Question 7

Another name for questionnaire is schedule instrument.

Question 8

Research indicates that questions that rely on unaided recall can underestimate the actual occurrence of an event.

Question 9

Respondents do not answer questions on which they are not informed.

Question 10

The more diversified the respondent group,the more difficult it is to design a single questionnaire that is appropriate for the entire group.

Question 11

Respondents that are unwilling to give responses should be given aids such as pictures,maps,and descriptions to help them articulate their responses.

Question 12

Two apparently similar ways of posing a question always yields the same information.

Question 13

The steps in the questionnaire design process are interrelated and the development of a questionnaire will involve some iteration and looping.

Question 14

Questions such as "What did you have for lunch a week ago?" are correct questions because consumers are very good at remembering quantities of products consumed.

Question 15

Filter questions enable the researcher to filter out respondents who are not adequately informed.

Question 16

A well-designed questionnaire can motivate the respondents and increase the response rate.

Question 17

A standardized questionnaire or form will ensure comparability of the data,increase speed and accuracy of recording,and facilitate data processing.

Question 18

Omission error takes place when a respondent "remembers" and event that did not actually occur.

Question 19

Respondents with responses that are difficult to articulate should be given aids such as pictures,maps,and descriptions to help them articulate their responses.

Question 20

A "don't know" option does not appear to reduce uninformed responses without reducing the overall response rate or the response rate for questions about which the respondents have information.

Question 21

Dichotomous questions cannot have neutral alternatives such as "don't know" or "no opinion."

Question 22

The inverted funnel approach is useful when respondents have no strong feelings or have not formulated a point of view.

Question 23

Respondents exhibiting order or position bias tend to check the first or last statement in a list.

Question 24

When developing questions,the researcher should avoid leading questions like "What is your favorite brand of toothpaste?"

Question 25

To control for order bias,several forms of the questionnaire should be prepared with the order in which alternatives are listed varied from form to form.

Question 26

Choosing question structure is probably the most difficult task in developing a questionnaire.

Question 27

Respondents may be unwilling to answer a particular question because too much effort is required or they may not remember the information that is being asked.

Question 28

There is evidence that the response to a question is influenced by the directionality of the question.

Question 29

"What is your occupation?" is a free-answer question.

Question 30

A principal disadvantage of unstructured questions is that potential for interviewer bias is high.

Question 31

An alternative that is not explicitly expressed in the options is an explicit alternative.

Question 32

Mentioning the sponsor of a project in the question might bias the respondent towards the sponsor.

Question 33

Opening questions should be used to get at the purpose of the questionnaire quickly.

Question 34

Sensitive topics should be placed at the beginning of the questionnaire to get the difficult questions over with.

Question 35

A principal disadvantage of structured questions is that potential for interviewer bias is high.

Question 36

The inverted funnel is a strategy for ordering questions in a questionnaire in which the sequence starts with the general questions that are followed by progressively specific questions in order to prevent specific questions from biasing general questions.

Question 37

Information should be obtained in the following order: basic,identification,classification.

Question 38

The researcher can manipulate the context in which the questions are asked so that the questions seem appropriate.

Question 39

Free-response questions are good as first questions on a topic.

Question 40

Qualifying questions should not serve as opening questions.

Question 41

The great weakness of questionnaire design is lack of ________.

A) theory
B) precision
C) consensus
D) accuracy

Question 42

Which of the following is not a part of the questionnaire design process?

A) Develop sampling plan.
B) Arrange questions in proper order.
C) Reproduce the questionnaire.
D) Specify the type of interviewing method.

Question 43

Typically,a questionnaire is only one element of a data-collection package that might also include all of the following except ________.

A) fieldwork procedures
B) some reward
C) communication aids
D) a data code book

Question 44

In questionnaire design,assigning a code to every conceivable response before data collection is called pre-coding.

Question 45

The questionnaire or research instrument should be biased in terms of the country in which it will be used.

Question 46

According to your test,SurveySite recruited 87 American and Canadian Web sites to participate in a study to determine what design features and experiences make visitors return to a site.The results of the survey found that ________ was the most important factor in determining whether or not a site would receive repeat visit visitors.

A) content
B) whether or not the respondent found the site visit enjoyable
C) quality of the organization of the site and its degree of uniqueness
D) frivolous content

Question 47

Which of the following is not an objective of a questionnaire?

A) A questionnaire must be easy to use.
B) A questionnaire should minimize response error.
C) A questionnaire must uplift,motivate,and encourage the respondent to become involved in the interview,to cooperate,and to complete the interview.
D) A questionnaire must translate the information needed into a set of specific questions that the respondents can and will answer.

Question 48

Observational forms and questionnaires require adequate pretesting.

Question 49

Information on demographic characteristics such as marital status,education,household size,occupation,income,and dwelling unit may have to be specified differently for different countries,as these variables may not be directly comparable across countries.

Question 50

Respondents for the pretest and for the actual survey should not be drawn from the same population.

Question 51

Unstructured questions reduce cultural bias because they do not impose any response alternatives.

Question 52

Pretests are best done by personal interviews,even if the actual survey is to be conducted by mail,telephone,or electronic means.

Question 53

All aspects of the questionnaire should be tested,including question content,wording,sequence,form and layout,question difficulty,and instructions.

Question 54

The researcher has the ethical responsibility of designing the questionnaire so as to obtain the required information in a biased manner.

Question 55

The first step in the questionnaire design process is ________.

A) specify the information needed
B) specify the type of interview method
C) identify the form and layout
D) determine the content of individual questions

Question 56

When developing a questionnaire,to ensure that the information obtained fully addresses all components of the problem,the researcher should ________.

A) have a clear idea of the target population
B) review components of the problem and the approach
C) prepare a set of dummy tables
D) all of the above

Question 57

Forms for recording observational data are more difficult to construct than questionnaires.

Question 58

To minimize discomfort,it should be made clear at the beginning of the interview that respondents are not obligated to answer a question that makes them uncomfortable.

Question 59

The responses obtained from the pretest should be coded and analyzed.

Question 60

Protocol analysis and debriefing are two commonly used procedures in pretesting.

Question 61

A ________ is a single question that attempts to cover two issues.

A) dichotomous question
B) double-barreled question
C) branching question
D) structured question

Question 62

When determining if a question is necessary,in some situations it may be necessary to ask questions that are not directly related to the information that is needed.Which of the reasons stated below were given in your text as reasons why questions not related to the information needed might be included in the questionnaire?

A) to disguise the purpose or sponsorship of the project
B) to generate client support for the project
C) to establish involvement and rapport
D) all of the above

Question 63

When trying to overcome respondents' unwillingness to answer,the researcher might list the possible responses a respondent might make.More specifically,the list is an effort by the researcher to ________.

A) obtain sensitive information
B) increasing the unwillingness of respondents
C) reduce the effort required of the respondents
D) put the information request in context

Question 64

Deciding if a question is necessary or if several questions are needed rather than one are decisions involved with ________.

A) choosing question structure
B) individual question content
C) determining the order of scales
D) choosing question wording

Question 65

If you are deciding between personal interviews or computer-assisted interviewing,you are at which step of the questionnaire design process?

A) Arrange the questions in proper order.
B) Specify the type of interviewing method.
C) Eliminate bugs by pretesting.
D) Determine the content of individual questions.

Question 66

A ________ describes how the analysis will be structured once the data have been collected.

A) analysis table
B) dummy plan
C) dummy table
D) none of the above

Question 67

The respondents' ability to remember an event is influenced by all of the following except________.

A) the event itself
B) the time elapsed since the event
C) where you were when the event occurred
D) the presence or absence of events that would aid memory

Question 68

The type of method influences questionnaire design.Considering how the questionnaire is administered under each method,which method is most appropriate if lengthy,complex,and varied questions need to be asked?

A) telephone interview
B) Internet questionnaire
C) personal interview
D) mail questionnaire

Question 69

Which of the following statements is not a disadvantage of unstructured questions?

A) Unstructured questions are not suitable for self-administered questionnaires.
B) Implicitly,unstructured questions give extra weight to respondents who are more articulate.
C) Coding of responses is costly and time consuming.
D) Unstructured questions have a much less biasing influence on response than structured questions.

Question 70

All of the statements below are ways in which the researcher can encourage respondents to provide information they are unwilling to give except ________.

A) provide response categories rather than asking for specific figures
B) preface the question with a statement that the behavior of interest is common
C) use randomized techniques
D) all of the above

Question 71

Respondents' inability to remember leads to three types of error.Which of the errors listed below is not mentioned in the text as one of the types of errors created by respondents?

A) telescoping
B) recall error
C) omission error
D) creation error

Question 72

Sally was reluctant to answer questions about her personal hygiene until she saw that the survey was sponsored by the American Medical Association.Sally's understanding of who sponsored the survey helped with which aspect of "overcoming the respondent's unwillingness to answer"?

A) context
B) legitimate purpose
C) sensitive information
D) increasing the willingness of the respondent

Question 73

________ that measure familiarity,product use,and past experience should be asked before questions about the topics themselves.

A) Dichotomous questions
B) Branching questions
C) Filter questions
D) Filler questions

Question 74

Which of the following statements is not an advantage of unstructured questions?

A) Unstructured questions are good as first questions on a topic.
B) Unstructured questions are useful in exploratory research.
C) Unstructured questions have a much less biasing influence on response than structured questions.
D) Implicitly,unstructured questions give extra weight to respondents who are more articulate.

Question 75

________ refer to open-ended questions that respondents answer in their own words.

A) Branching questions
B) Dichotomous questions
C) Structured questions
D) Unstructured questions

Question 76

Most "why" questions about the use of a product or choice alternative involve two aspects: ________ and ________.

A) attributes of the product;how the product is used
B) attributes of the product;influences leading to knowledge of the product
C) how the product is used;influences leading to knowledge of the product
D) none of the above

Question 77

"Do you think Coca-Cola is a tasty and refreshing soft drink?" is an example of a ________.

A) double-barreled question
B) dichotomous question
C) structured question
D) branching question

Question 78

"Is the respondent informed?","Can the respondent remember?",and "Can the respondent articulate?",are all questions asked in the ________ stage of the questionnaire design process.

A) overcoming inability to answer
B) choosing question wording
C) specify the type of interviewing method
D) overcoming unwillingness to answer

Question 79

Which of the following is not a reason why a respondent might be unwilling to answer a particular question?

A) The situation or context may not seem appropriate for disclosure.
B) The respondent may not be informed.
C) Too much effort is required.
D) No legitimate purpose or need for the information requested is apparent.

Question 80

"Describe your college experience" and "What is your occupation?" are ________ questions.

A) filter
B) dichotomous
C) structured
D) unstructured