Test Bank

CHAPTER 12 Designing The Questionnaire

True- False

1. The ultimate and most important effect of marketing intelligence is reflected

in business decision making.

2. Hypotheses play an important role in translating the research

objective into information requirements.

3. Responses to an open-ended question will not be influenced by pre-

specified categories or by an interviewer's expectations of

respondent.

4. Because the disadvantages of open-ended questions usually outweigh

the advantages, open-ended questions should only be used sparingly.

5. Closed-response questions have an advantage over open-ended

questions in that there is less potential error due to differences

in the way questions are asked and answers are reported.

6. Open-ended questions are harder to develop and require more

exploratory work than closed-response questions.

7. A rule-of-thumb in selecting the number of response categories is to

give the respondent a choice of at least nine. Fewer than nine

categories will not capture individual differences, particularly in

a telephone interview.

8. In multiple-choice questions, the response categories should ideally

be mutually exclusive and exhaustive.

9. Open-ended questions are generally easier for a respondent to answer

than closed-ended questions, which require more thought.

10. An example of an ordering problem is the tendency of some

respondents to choose the center position in a list of categories.

11. There are arguments for and against the inclusion of "don't know" or

"not sure" as response categories and the choice depends on the

individual question.

12. A researcher who is unfamiliar with the respondents' vocabulary

should use technical terms in survey questions since those terms are

likely to have a common meaning.

13. A researcher should not use words such as "often" or "recently"

without defining a time frame because the respondents' answers will

not be comparable.

14. The split ballot technique involves the use of alternative wordings

of a question.

15. A qualifying question can be used to make sure that a subsequent

question is applicable to a respondent.

16. An interview should start with an easy, nonthreatening question and

be followed by sensitive questions to catch respondents by surprise.

17. The best place for questions on income is at the beginning of

questionnaire.

1. The appearance of a questionnaire is particularly important for

self-administered surveys.

19. Preceding questions establish a frame of reference which influences

a respondent's answers to questions that follow.

20. Respondents in a pretest need not be representative of the sample

population.

21. If a questionnaire has been written by a researcher who is

experienced in the subject area, a pretest can be skipped.

22. One limitation of using open-ended questions is that the respondents

may not use the same frame of reference, which may not be

discernible to the interviewer.

23. In international research, it is always clear that comparable or equivalent

attitudinal or personality constructs are relevant in all countries and cultures

24. If there is a likelihood of ignorance in the respondents, a "don't

know" category is appropriate.

25. If there is a likelihood of ambivalence in the respondents,

"neutral" category is inappropriate.

26. Using an open-ended question to follow up a closed-ended question is

called a probe.

27. Order bias occurs when prior questions influence answers to

subsequent questions.

28. Direct questions are preferred in cases where respondents may tend to provide responses

perceived as socially desirable or those they feel are desired by the interviewer

29. Open-ended questions overcome subjective judgments in responses

30. The purpose of a pretest is to ensure that the questionnaire meets the researcher’s

expectations in terms of the information that will be obtained.

31. Use of indirect questions may aid in bypassing biases in international research

Multiple Choice

1. Questionnaires do not aim at
2. encouraging respondents to complete them
3. minimizing random error
4. eliciting the desired response from the respondent
5. minimizing respondent incompleteness
6. none of the above

2. Which of the following type of questions are mainly used to collect demographic and

behavioral data when only two answers reasonably exist?

1. dichotomous questions
2. multiple choice questions
3. scaled questions
4. unstructured questions
5. self-administered questions

3. Respondents for the pre-test and the survey should be drawn

from _____________ population(s)

1. a similar
2. the same
3. a representative
4. the general
5. different

4. The question - “Do you consider Nestea cool and refreshing?” represents

which of the following criteria for a poorly worded question in a soft drink survey?

1. relevancy
2. objectivity
3. non ambiguity
4. double-barreled

5. Which of the following is not a criterion to be used when constructing and/or

evaluating questions?

1. brevity
2. specificity
3. simplicity
4. ambiguity

6. Which one of the following is a factor that affects the design of the questionnaire?

1. respondent demographics
2. method of administering the questionnaire
3. the target population
4. all of the above

7. Some research concerns about the questionnaire as a whole, that should be pretested are:

1. flow of the questionnaire
2. skip patterns
3. length

d) respondent interest and attention

e) all of the above

8. Which of the following is not true about a good questionnaire?

a. The choice of data collection method sets limits on the number

and type of questions asked.

b. Respondents must be willing and able to answer the questions.

c. The researcher's motivation for asking each question should be

clear to the respondents.

d. The questionnaire should collect the information that is needed

to satisfy the research objective.

e. All of these are true.

9. To avoid incompleteness in a questionnaire, the researcher should do

all of the following except

a. exploratory research.

b. include questions that are interesting and that relate only

marginally to the research purpose.

c. examine the results from similar studies.

d. pretest the questionnaire.

e. all of these should be done.

10. Open-ended questions do not

a. allow for unexpected answers.

b. give the researcher a respondent's answer verbatim.

c. produce a wide range of responses.

d. save time when compared to closed-response questions, either in

the interview or during tabulation.

e. all of these are true of open-ended questions.

11. Which of these household appliances is/are in your kitchen? (Check

all that apply.)

____ 1. refrigerator ____ 4. dryer

____ 2. freezer ____ 5. electric stove

____ 3. washer ____ 6. microwave oven

The above question is an example of what type of question?

a. Single-choice

b. Multiple-choice

c. Rating scale

d. Open-ended

e. None of the above

12. Closed-response questions

a. do not require the researcher to do exploratory work.

b. are harder to answer, both in an interview and in a mail survey,

than are open-ended questions.

c. provide answers that are directly comparable from respondent to

respondent.

d. make tabulation and analysis more difficult in comparison to

open-ended questions.

e. none of the above.

13. In wording survey questions, the researcher should make sure that

1. the language is simple and direct.

2. the questions are directed to those with a college

education.

3. there is a leeway for a respondent to find his or her own

interpretation of the meaning of a question.

4. there are no leading questions.

a. 1

b. 2

c. 3

d. 4

e. 1 and 4

14. The split-ballot technique is

a. the practice of using two different versions of a question, one

for each half of the sample.

b. also known as a double-barreled question.

c. a random method of choosing respondents

d. the practice of averaging scale values.

e. none of the above.

15. All of the following are true about the sequence of questions in

survey except

a. the interview should not begin with difficult questions.

b. the questionnaire should flow logically from one topic to the

next.

c. sensitive questions should be asked in the beginning before the

respondent is tired of the interview.

d. the questionnaire should be easy for the interviewer to

administer.

e. the questionnaire should maintain the cooperation of the

respondent.

16. The following is an example of the randomized response technique:

How many respondents answered "yes" to Question A?

A. Have you ever passed a bad check?

B. Is the last digit of your driver's license even?

Each of 1,000 respondents flipped a coin to determine which question

to answer. Three hundred answered "yes."

a. 300

b. 50

c. 250

d. 150

e. 200

17. "Don't you think that the new taxes imposed by the municipal council

will lead to better civic amenities?" is an example of a(n)

a. closed-ended question.

b. open-ended question.

c. leading question.

d. rating scale.

e. none of the above.

18. Using an open-ended question to follow up a closed-ended question is

a(n)

a. probe.

b. open- closed-ended question.

c. conjunction.

d. disguised question.

e. none of the above.

19. "Are you satisfied with the cost and quality of this shirt?" is an

example of a __________ question.

a. loaded

b. leading

c. double-barreled

d. dual

e. none of the above

20. An example of a loaded question is

a. Are you satisfied with the texture and quality of this dress?

b. Don't you agree that McKing's garments are the best in the U.S.?

c. Should we raise taxes for the rich in order to get better housing

and more schools for the poor?

d. What is the approximate value of your car?

e. None of the above

21. The purpose of a pretest is to

a. give the company a preliminary report of the survey findings.

b. condition the respondents to the survey.

c. evaluate the various questionnaires and choose the best one.

d. eliminate the deficiencies in the questionnaire.

e. none of the above.