Chap10 - for testing what you have studied in chapter 10 PDF

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Marketing Research: An Applied Orientation, 6e (Malhotra) Chapter 10 Questionnaire and Form Design 1) A standardized questionnaire or form will ensure comparability of the data, increase speed and accuracy of recording, and facilitate data processing. Answer: TRUE Diff: 1 Page Ref: 303 LO : 1 2) Ano...

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Marketing Research: An Applied Orientation, 6e (Malhotra) Chapter 10 Questionnaire and Form Design 1) A standardized questionnaire or form will ensure comparability of the data, increase speed and accuracy of recording, and facilitate data processing. Answer: TRUE Diff: 1 Page Ref: 303 LO : 1 2) Another name for questionnaire is schedule instrument. Answer: FALSE Diff: 2 Page Ref: 303 LO : 1 3) A questionnaire is an informal set of questions for obtaining information from respondents. Answer: FALSE Diff: 1 Page Ref: 303 LO : 1 4) Two apparently similar ways of posing a question always yields the same information. Answer: FALSE Diff: 1 Page Ref: 303 LO : 1 5) A well-designed questionnaire can motivate the respondents and increase the response rate. Answer: TRUE Diff: 1 Page Ref: 303 LO : 1 6) The steps in the questionnaire design process are interrelated and the development of a questionnaire will involve some iteration and looping. Answer: TRUE Diff: 2 Page Ref: 300 LO : 2 7) A questionnaire is a major source of response error. Answer: TRUE Diff: 2 Page Ref: 304 LO : 1 8) The more diversified the respondent group, the more difficult it is to design a single questionnaire that is appropriate for the entire group. Answer: TRUE Diff: 1 Page Ref: 304 LO : 2

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9) All questions on a questionnaire should contribute to the information needed or serve some specific purpose. Answer: TRUE Diff: 1 Page Ref: 306-307 LO : 2 10) 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. Answer: TRUE Diff: 2 Page Ref: 307 LO : 2 11) Respondents do not answer questions on which they are not informed. Answer: FALSE Diff: 1 Page Ref: 308 LO : 2 12) Filter questions enable the researcher to filter out respondents who are not adequately informed. Answer: TRUE Diff: 1 Page Ref: 308 AACSB: Reflective Thinking LO : 2 13) 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. Answer: FALSE Diff: 2 Page Ref: 308 LO : 2 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. Answer: FALSE Diff: 1 Page Ref: 308 AACSB: Reflective Thinking LO : 2 15) Creation error is the inability to recall an event that actually took place. Answer: FALSE Diff: 3 Page Ref: 308 LO : 2 16) Research indicates that questions that rely on unaided recall can underestimate the actual occurrence of an event. Answer: TRUE Diff: 2 Page Ref: 308-309 LO : 2 2 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

17) Omission error takes place when a respondent "remembers" and event that did not actually occur. Answer: FALSE Diff: 2 Page Ref: 308-309 LO : 2 18) Omission, telescoping, and creation are errors that may occur if the respondent has a problem remembering the information asked in the questionnaire. Answer: TRUE Diff: 2 Page Ref: 308-309 LO : 2 19) Respondents that are unwilling to give responses should be given aids such as pictures, maps, and descriptions to help them articulate their responses. Answer: FALSE Diff: 2 Page Ref: 308-309 LO : 2 20) Respondents with responses that are difficult to articulate should be given aids such as pictures, maps, and descriptions to help them articulate their responses. Answer: TRUE Diff: 2 Page Ref: 308-309 AACSB: Reflective Thinking LO : 2 21) 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. Answer: FALSE Diff: 3 Page Ref: 309-310 AACSB: Reflective Thinking LO : 2 22) The researcher can manipulate the context in which the questions are asked so that the questions seem appropriate. Answer: TRUE Diff: 2 Page Ref: 309-310 AACSB: Reflective Thinking LO : 2 23) Sensitive topics should be placed at the beginning of the questionnaire to get the difficult questions over with. Answer: FALSE Diff: 2 Page Ref: 310 AACSB: Reflective Thinking LO : 2

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24) "What is your occupation?" is a free-answer question. Answer: TRUE Diff: 2 Page Ref: 311 LO : 2 25) Free-response questions are good as first questions on a topic. Answer: TRUE Diff: 3 Page Ref: 311 LO : 2 26) A principal disadvantage of structured questions is that potential for interviewer bias is high. Answer: FALSE Diff: 2 Page Ref: 312 LO : 2 27) A principal disadvantage of unstructured questions is that potential for interviewer bias is high. Answer: TRUE Diff: 2 Page Ref: 311 LO : 2 28) Respondents exhibiting order or position bias tend to check the first or last statement in a list. Answer: TRUE Diff: 3 Page Ref: 312 LO : 2 29) 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. Answer: TRUE Diff: 1 Page Ref: 312 AACSB: Reflective Thinking LO : 2 30) Dichotomous questions cannot have neutral alternatives such as "don't know" or "no opinion." Answer: FALSE Diff: 2 Page Ref: 312-313 LO : 2 31) Choosing question structure is probably the most difficult task in developing a questionnaire. Answer: FALSE Diff: 2 Page Ref: 314 LO : 2

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32) When developing questions, the researcher should avoid leading questions like "What is your favorite brand of toothpaste?" Answer: FALSE Diff: 2 Page Ref: 316 LO : 2 33) Mentioning the sponsor of a project in the question might bias the respondent towards the sponsor. Answer: TRUE Diff: 2 Page Ref: 316 LO : 2 34) An alternative that is not explicitly expressed in the options is an explicit alternative. Answer: FALSE Diff: 2 Page Ref: 316 LO : 2 35) There is evidence that the response to a question is influenced by the directionality of the question. Answer: TRUE Diff: 1 Page Ref: 317 LO : 2 36) Opening questions should be used to get at the purpose of the questionnaire quickly. Answer: FALSE Diff: 1 Page Ref: 317 LO : 2 37) Qualifying questions should not serve as opening questions. Answer: FALSE Diff: 1 Page Ref: 318 LO : 2 38) Information should be obtained in the following order: basic, identification, classification. Answer: FALSE Diff: 2 Page Ref: 318 LO : 2 39) 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. Answer: FALSE Diff: 2 Page Ref: 318-319 AACSB: Reflective Thinking LO : 2

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40) The inverted funnel approach is useful when respondents have no strong feelings or have not formulated a point of view. Answer: TRUE Diff: 2 Page Ref: 318-319 AACSB: Reflective Thinking LO : 2 41) In questionnaire design, assigning a code to every conceivable response before data collection is called pre-coding. Answer: TRUE Diff: 1 Page Ref: 320 LO : 2 42) All aspects of the questionnaire should be tested, including question content, wording, sequence, form and layout, question difficulty, and instructions. Answer: TRUE Diff: 1 Page Ref: 322 LO : 2 43) Respondents for the pretest and for the actual survey should not be drawn from the same population. Answer: FALSE Diff: 1 Page Ref: 322 LO : 2 44) Pretests are best done by personal interviews, even if the actual survey is to be conducted by mail, telephone, or electronic means. Answer: TRUE Diff: 2 Page Ref: 322 LO : 2 45) Protocol analysis and debriefing are two commonly used procedures in pretesting. Answer: TRUE Diff: 2 Page Ref: 322 LO : 2 46) The responses obtained from the pretest should be coded and analyzed. Answer: TRUE Diff: 2 Page Ref: 322 LO : 2 47) Forms for recording observational data are more difficult to construct than questionnaires. Answer: FALSE Diff: 2 Page Ref: 326 LO : 3

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48) Observational forms and questionnaires require adequate pretesting. Answer: TRUE Diff: 1 Page Ref: 326 LO : 3 49) The questionnaire or research instrument should be biased in terms of the country in which it will be used. Answer: FALSE Diff: 1 Page Ref: 326-327 AACSB: Multicultural and Diversity LO : 4 50) 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. Answer: TRUE Diff: 2 Page Ref: 326-327 AACSB: Multicultural and Diversity LO : 4 51) Unstructured questions reduce cultural bias because they do not impose any response alternatives. Answer: TRUE Diff: 1 Page Ref: 326-327 AACSB: Multicultural and Diversity LO : 4 52) 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. Answer: TRUE Diff: 1 Page Ref: 327-328 AACSB: Ethical Reasoning LO : 5 53) The researcher has the ethical responsibility of designing the questionnaire so as to obtain the required information in a biased manner. Answer: FALSE Diff: 2 Page Ref: 327-328 AACSB: Ethical Reasoning LO : 5

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54) 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) whether or not the respondent found the site visit enjoyable B) content C) quality of the organization of the site and its degree of uniqueness D) frivolous content Answer: B Diff: 2 Page Ref: 302 AACSB: Use of IT LO : 6 55) Typically, a questionnaire is only one element of a data-collection package that might also include all of the following except ________. A) some reward B) communication aids C) a data code book D) fieldwork procedures Answer: C Diff: 3 Page Ref: 303 AACSB: Reflective Thinking LO : 1 56) Which of the following is not an objective of a questionnaire? A) A questionnaire must translate the information needed into a set of specific questions that the respondents can and will answer. B) A questionnaire must be easy to use. 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 should minimize response error. Answer: B Diff: 2 Page Ref: 303 LO : 1 57) Which of the following is not a part of the questionnaire design process? A) Specify the type of interviewing method. B) Arrange questions in proper order. C) Reproduce the questionnaire. D) Develop sampling plan. Answer: D Diff: 1 Page Ref: 303 LO : 2

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58) The great weakness of questionnaire design is lack of ________. A) precision B) accuracy C) theory D) consensus Answer: C Diff: 2 Page Ref: 303 LO : 2 59) The first step in the questionnaire design process is ________. A) specify the type of interview method B) identify the form and layout C) specify the information needed D) determine the content of individual questions Answer: C Diff: 2 Page Ref: 303 LO : 2 60) When developing a questionnaire, to ensure that the information obtained fully addresses all components of the problem, the researcher should ________. A) review components of the problem and the approach B) prepare a set of dummy tables C) have a clear idea of the target population D) all of the above Answer: D Diff: 2 Page Ref: 304 LO : 2 61) A ________ describes how the analysis will be structured once the data have been collected. A) dummy table B) analysis table C) dummy plan D) none of the above Answer: A Diff: 2 Page Ref: 304 LO : 2 62) 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) mail questionnaire B) telephone interview C) personal interview D) Internet questionnaire Answer: C Diff: 2 Page Ref: 305-306 AACSB: Reflective Thinking LO : 2 9 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

63) If you are deciding between personal interviews or computer-assisted interviewing, you are at which step of the questionnaire design process? A) Specify the type of interviewing method. B) Determine the content of individual questions. C) Arrange the questions in proper order. D) Eliminate bugs by pretesting. Answer: A Diff: 1 Page Ref: 305-306 LO : 2 64) Deciding if a question is necessary or if several questions are needed rather than one are decisions involved with ________. A) determining the order of scales B) choosing question wording C) choosing question structure D) individual question content Answer: D Diff: 2 Page Ref: 306-307 LO : 2 65) "Do you think Coca-Cola is a tasty and refreshing soft drink?" is an example of a ________. A) structured question B) dichotomous question C) double-barreled question D) branching question Answer: C Diff: 2 Page Ref: 307 LO : 2 66) A ________ is a single question that attempts to cover two issues. A) structured question B) dichotomous question C) double-barreled question D) branching question Answer: C Diff: 1 Page Ref: 307 LO : 2

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67) 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 establish involvement and rapport B) to disguise the purpose or sponsorship of the project C) to generate client support for the project D) all of the above Answer: D Diff: 3 Page Ref: 306-307 AACSB: Reflective Thinking LO : 2 68) Most "why" questions about the use of a product or choice alternative involve two aspects: ________ and ________. A) attributes of the product; influences leading to knowledge of the product B) attributes of the product; how the product is used C) how the product is used; influences leading to knowledge of the product D) none of the above Answer: A Diff: 3 Page Ref: 307 AACSB: Reflective Thinking LO : 2 69) ________ that measure familiarity, product use, and past experience should be asked before questions about the topics themselves. A) Branching questions B) Filler questions C) Dichotomous questions D) Filter questions Answer: D Diff: 2 Page Ref: 308 LO : 2 70) "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 unwillingness to answer B) specify the type of interviewing method C) overcoming inability to answer D) choosing question wording Answer: C Diff: 2 Page Ref: 308 LO : 2

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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) creation error C) recall error D) omission error Answer: C Diff: 3 Page Ref: 308-309 AACSB: Reflective Thinking LO : 2 72) 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) the presence or absence of events that would aid memory D) where you were when the event occurred Answer: D Diff: 2 Page Ref: 308-309 AACSB: Reflective Thinking LO : 2 73) Which of the following is not a reason why a respondent might be unwilling to answer a particular question? A) The respondent may not be informed. B) Too much effort is required. C) The situation or context may not seem appropriate for disclosure. D) No legitimate purpose or need for the information requested is apparent. Answer: A Diff: 2 Page Ref: 309-311 AACSB: Reflective Thinking LO : 2 74) 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) increasing the unwillingness of respondents B) obtain sensitive information C) put the information request in context D) reduce the effort required of the respondents Answer: D Diff: 2 Page Ref: 309-311 LO : 2

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75) 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) legitimate purpose B) context C) sensitive information D) increasing the willingness of the respondent Answer: A Diff: 2 Page Ref: 309-311 AACSB: Analytic Skills LO : 2 76) All of the statements below are ways in which the researcher can encourage respondents to provide information they are unwilling to give except ________. A) preface the question with a statement that the behavior of interest is common B) provide response categories rather than asking for specific figures C) use randomized techniques D) all of the above Answer: D Diff: 3 Page Ref: 309-311 AACSB: Reflective Thinking LO : 2 77) ________ refer to open-ended questions that respondents answer in their own words. A) Dichotomous questions B) Structured questions C) Unstructured questions D) Branching questions Answer: C Diff: 1 Page Ref: 311 LO : 2 78) "Describe your college experience" and "What is your occupation?" are ________ questions. A) dichotomous B) filter C) structured D) unstructured Answer: D Diff: 2 Page Ref: 311 LO : 2

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79) Which of the following statements is not an advantage of unstructured questions? A) Unstructured questions are good as first questions on a topic. B) Implicitly, unstructured questions give extra weight to respondents who are more articulate. C) Unstructured questions have a much less biasing influence on response than structured questions. D) Unstructured questions are useful in exploratory research. Answer: B Diff: 3 Page Ref: 311 AACSB: Reflective Thinking LO : 2 80) Which of the following statements is not a disadvantage of unstructured questions? A) Unstructured questions are not suitable for self-administered questionnaires. B) Coding of responses is costly and time consuming. 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. Answer: C Diff: 1 Page Ref: 311 AACSB: Reflective Thinking LO : 2 81) Which of the following statements is not true about unstructured questions? A) Open-ended questions are useful in exploratory research. B) Precoding can overcome some of the disadvantages of unstructured questions. C) Open-ended questions are useful as opening questions. D) Unstructured questions can suffer from order or position bias. Answer: D Diff: 2 Page Ref: 311-312 AACSB: Reflective Thinking LO : 2 82) ________ specify the set of response alternatives and the response format. A) Filter questions B) Structured questions C) Unstructured questions D) Branching questions Answer: B Diff: 1 Page Ref: 312 LO : 2

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83) Which of ...