Deck 10: Questionnaire and Form

Question 1

The statement "Questions should be specific, not general." pertains to the aspect of questionnaire development.

A) avoid implicit alternatives
B) avoid generalizations and estimates
C) use unambiguous words
D) avoid implicit assumptions

Answer 1

B

Question 2

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

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

Answer 2

B

Question 3

What is the one acute problem of dichotomous questions?

A) It is difficult to obtain information on alternatives not listed.
B) The response can be influenced by the wording of the question.
C) There is potential for position bias.
D) none of the above

Answer 3

B

Question 4

When developing questionnaire questions, if you are considering order position bias and the set of all possible response alternatives, you are developing _ questions.

A) scale
B) branching
C) multiple choice
D) dichotomous

Question 5

Which of the following statements is not true about unstructured questions?

A) Open- ended questions are useful as opening questions.
B) Precoding can overcome some of the disadvantages of unstructured questions.
C) Unstructured questions can suffer from order or position bias.
D) Open- ended questions are useful in exploratory research.

Question 6

Which statement is not true about pretests?

A) It is a good practice to employ only experienced interviewers to conduct pretests.
B) To the extent possible, a pretest should involve administering the questionnaire in an environment and context similar to that of the actual survey.
C) The project director, the researcher who developed the questionnaire, and other key members of the research team should conduct some pretest interviews.
D) A variety of interviewers should be used for pretests.

Question 7

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

Question 8

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

Question 9

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

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

Question 10

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

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

Question 11

Which of the following statements is correct about implicit alternatives?

A) Making an implied alternative explicit may increase the percentage of people selecting that alternative.
B) The split ballot technique should be used to rotate the order in which a list of alternatives appear.
C) When alternatives are close in preference or large in number, the alternatives at the end of the list have a greater chance of being selected.
D) All of the above are correct.

Question 12

The information that is of the most importance to the research project and should be obtained first is .

A) qualifying information
B) identification information
C) basic information
D) classification information

Question 13

A(n) is a question that gives the respondent a clue as to what answer is desired or leads the respondent to answer in a certain way.

A) structured question
B) filter question
C) leading question
D) implicit alternative

Question 14

The great weakness of questionnaire design is lack of _ .

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

Question 15

Which of the following statements is true about difficult questions?

A) Difficult questions should be placed at the end of the section on basic information.
B) Difficult questions should be placed at the end of the classification section.
C) Difficult questions should be placed at the end of the identification section.
D) All of the statements are correct.

Question 16

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

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

Question 17

Choosing between the questions "Do you think the distribution of soft drinks is adequate?" (Incorrect) and "Do you think soft drinks are readily available when you want to buy them?" (Correct) are examples of situations that pertain to _.

A) avoiding ambiguous words
B) using ordinary words
C) using positive and negative statements
D) avoiding leading questions

Question 18

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

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

Question 19

is information that relates directly to the research problem.

A) Qualifying information
B) Identification information
C) Basic information
D) Classification information

Question 20

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) use randomized techniques
C) provide response categories rather than asking for specific figures
D) all of the above

Question 21

"Is the respondent informed?" and "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) overcoming unwillingness to answer
C) specify the type of interviewing method
D) choosing question wording

Question 22

are questions used to guide an interviewer through a survey by directing the interviewer to different spots on the questionnaire depending on the answers given.

A) Opening questions
B) Branching questions
C) Multiple choice questions
D) Leading questions

Question 23

Which of the words below is an ambiguous word?

A) often
B) never
C) once
D) none of the above

Question 24

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) Too much effort is required.
C) The respondent may not be informed.
D) No legitimate purpose or need for the information requested is apparent.

Question 25

Which of the following practices should be avoided when reproducing the questionnaire?

A) If the printed questionnaire runs to several pages, it should take the form of a booklet.
B) Sideways formatting and splitting should be done to conserve space.
C) Surveys directed at different respondent groups can be reproduced on different colored paper.
D) Directions or instructions should be placed as close to the questions as possible.

Question 26

is a type of information obtained in a questionnaire that includes name, address, and phone number.

A) Qualifying information
B) Identification information
C) Basic information
D) Classification information

Question 27

A(n) describes how the analysis will be structured once the data have been collected.

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

Question 28

The first step in the questionnaire design process is .

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

Question 29

Which of the following statements are true concerning questionnaire design for international marketing research?

A) It is desirable to have two or more simple questions rather than a single complex question.
B) Unstructured or open- ended questions should be used with caution in countries with high illiteracy rates.
C) The questionnaire may have to be suitable for administration by more than one method.
D) All of the above statements are true.

Question 30

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 31

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

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

Question 32

Which statement is correct concerning the effect on subsequent questions?

A) The inverted funnel approach is useful when respondents have no strong feelings or have not formulated a point of view.
B) As a rule of thumb, general questions should precede specific questions to prevent specific questions from biasing responses to general questions.
C) The inverted funnel approach is particularly useful when information has to be obtained about respondents' general choice behavior and their evaluations of specific products.
D) All are correct.

Question 33

specify the set of response alternatives and the response format.

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

Question 34

is the translation of the desired question content and structure into words that respondents can clearly and easily understand.

A) Overcoming inability to answer
B) Question wording
C) Determining the content of individual questions
D) The questionnaire design process

Question 35

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 establish involvement and rapport
C) to generate client support for the project
D) all of the above

Question 36

When developing a questionnaire, if the researcher is asking him/herself if the word means what he/she intended; if it has any other meanings; if the word has more than one pronunciation; or if a simpler phrase is suggested, then he/she is probably concerned with .

A) using defining the issue
B) avoiding leading questions
C) avoiding ambiguous words
D) using ordinary words

Question 37

When developing a questionnaire, the following guidelines: (1) use positive and negative statements, (2) avoid implicit alternatives, and (3) avoid leading questions, are used when .

A) arranging questions in proper order
B) determining the content of individual questions
C) designing questions to overcome the respondent's inability to answer
D) choosing question wording

Question 38

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 39

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) mail questionnaire
C) personal interview
D) Internet questionnaire

Question 40

Observational forms should specify the who, what, and when of the behavior to be observed. The forms should also specify all of the items below except .

A) why
B) where
C) whether
D) way

Question 41

"Are you in favor of a balanced budget?" is an example of a(n) .

A) implicit assumption
B) generalization
C) implicit alternative
D) All of the above are correct.

Question 42

Which of the following is not a type of structured question?

A) scale
B) multiple choice
C) dichotomous
D) open- ended

Question 43

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

Question 44

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

A) It is difficult to obtain information on alternatives not listed.
B) Showing respondents the list of possible answers produces biased responses.
C) Considerable effort is required to design effective multiple choice questions.
D) Coding and processing of data are much less costly and time consuming.

Question 45

is socioeconomic and demographic characteristics used to classify respondents.

A) Qualifying information
B) Identification information
C) Basic information
D) Classification information

Question 46

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

Question 47

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

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

Question 48

"Do you like to fly when traveling short distances?" is an example of a(n) _ .

A) generalization
B) implicit assumption
C) implicit alternative
D) All of the above are correct.

Question 49

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

Question 50

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

Question 51

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

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

Question 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.

Question 53

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

Question 54

When developing a questionnaire, the six Ws (who, what, when, where, why, and way) are used when .

A) avoiding generalizations and estimates
B) choosing question wording
C) determining the content of individual questions
D) defining the issue

Question 55

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) Eliminate bugs by pretesting.
D) Arrange the questions in proper order.

Question 56

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

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

Question 57

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

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

Question 58

is the testing of the questionnaire on a small sample of respondents for the purpose of improving the questionnaire by identifying and eliminating potential problems.

A) Telescoping
B) Posttesting
C) Pretesting
D) Funneling

Question 59

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

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

Question 60

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

Question 61

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

Question 62

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

Question 63

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

Question 64

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

Question 65

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

Question 66

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 67

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

Question 68

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

Question 69

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

Question 70

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

Question 71

A questionnaire is a major source of response error.

Question 72

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

Question 73

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

Question 74

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

Question 75

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

Question 76

Another name for questionnaire is schedule instrument.

Question 77

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

Question 78

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

Question 79

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

Question 80

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