Question 1

Computer-assisted questionnaire design programs try to ease the researcher's task in designing questionnaires and often include "question libraries," which contain standard questions for constructs often measured in marketing research studies (such as importance,satisfaction,or usage).

Accepted Answer

Computer-assisted questionnaire design programs do try to ease the researcher's task in designing questionnaires and often include "question libraries" containing standard questions for constructs often measured in marketing research studies.

Question 2

Screening questions should be asked at the very end of the questionnaire.

Accepted Answer

Screening questions should be asked at the very beginning of the questionnaire, before any other questions. This helps to ensure that respondents who do not meet certain eligibility criteria are excluded from the survey, saving time and resources.

Question 3

If a question has multiple possible answers,such as a question that asks a respondent to "indicate all that apply," it requires special consideration in terms of coding.

Accepted Answer

When a question has multiple possible answers, it is important to code each answer separately to accurately represent the data. This is often done using binary code or multiple response codes. Therefore, the statement is true.

Question 4

Pretests should involve at least one hundred and preferably up to five hundred trial interviews.

Accepted Answer

The answer of Pretests should involve at least one hundred...

Question 5

Pretests of questionnaires for a study on toy buying by young parents can be done on colleagues in the research firm,as long as the colleagues are objective and have not been involved in the development of the questionnaire.

Accepted Answer

The answer of Pretests of questionnaires for a study on...

Question 6

One reason to disguise the true sponsor of a survey is to prevent alerting competitors to the survey.

Accepted Answer

If competitors become aware of a survey, they may alter their behavior or marketing strategies, making the results of the survey less accurate or relevant. By disguising the true sponsor, competitors are less likely to pay attention or react to the survey, allowing for more accurate results.

Question 7

Coding refers to placing numbers on the questionnaire to facilitate data entry after the survey is completed.

Accepted Answer

Coding involves assigning numerical codes to responses or variables in the survey to simplify data entry and analysis.

Question 8

In determining approaches to question organization on a questionnaire,the most important guiding principle to keep in mind is how researchers will later be able to analyze the questions.

Accepted Answer

The most important guiding principle is ensuring that the questions are clear, unbiased, and easy for respondents to understand and answer, which helps in obtaining accurate and reliable data.

Question 9

Transition questions include "skip" questions that determine which question,or set of questions,will be asked next.

Accepted Answer

Transition questions are designed to guide the conversation in a particular direction, and often include "skip" or routing questions that determine which question, or set of questions, will be asked next.

Question 10

In a personal interview,the objective of the introduction should be to maximize the chance of eliciting the respondents' cooperation to take part in the survey.

Accepted Answer

The objective of the introduction in a personal interview is to establish rapport and build trust with the respondent in order to maximize the chance of eliciting their cooperation to take part in the survey.

Question 11

Under conditions of anonymity,the researcher assures the respondent that his name will never be associated with his responses.

Accepted Answer

Anonymity means that a person's identity is kept anonymous or confidential, so the researcher would not associate the respondent's name with their responses in order to maintain anonymity.

Question 12

Screening questions are used to screen out questions that are deemed to be too difficult or ambiguous for respondents.

Accepted Answer

Screening questions are used to determine if respondents meet certain criteria to participate in a survey, not to filter out difficult or ambiguous questions.

Question 13

Pretests should include as many interviews as possible.

Accepted Answer

Pretests typically involve a small number of interviews or tests to identify potential issues or problems before a larger study or survey is conducted. While it is important to conduct enough interviews to identify key issues, it is not necessary or feasible to include as many interviews as possible in a pretest.

Question 14

Rick Irizarry of Irizarry Insurance Company is conducting a survey of potential customers.One of his questions asks how much customers would be willing to pay in annual premium for a $100,000 life insurance policy.Respondents are asked to:
Check appropriate category:
___ $1 to $10 month
___ $11 to $20 month
___ $21 to $30 month
___ $31 to $40 month
___ $41 to $50 month
Rick should consider the type of measurement scale to be:

Accepted Answer

The answer of Rick Irizarry of Irizarry Insurance Company is...

Question 15

Complicated and difficult-to-answer questions should be asked at the very beginning of the questionnaire before the respondent becomes fatigued.

Accepted Answer

The answer of Complicated and difficult-to-answer questions should be asked...

Question 16

Although computer-assisted questionnaire design programs allow for the development of questionnaires,only data analysis-dedicated software programs allow for the data to be analyzed.

Accepted Answer

Computer-assisted questionnaire design programs can also include features for data analysis, not just data analysis-dedicated software programs.

Question 17

Rick Irizarry of Irizarry Insurance Company is conducting a survey of potential customers.Age is an important issue in determining life insurance premiums.Rick considers asking for age by asking the respondents to:
Check appropriate category:
___ 16 to 19
___ 20 to 25
___ 26 to 35
___ 36 to 50
___ over 50
Rick should consider the type of the measurement scale to be:

Accepted Answer

The categories listed are in a specific order from youngest to oldest, indicating an ordinal measurement scale. However, it's important to note that the categories are not equal intervals and do not necessarily represent the exact ages of the respondents.

Question 18

With display logic,the questionnaire displays or asks questions that are appropriate based on the respondent's prior answers.

Accepted Answer

Display logic allows the questionnaire to dynamically adjust and display questions based on the respondent's previous answers. This means that certain questions may be skipped if they are not relevant to the respondent or if they have already been answered.

Question 19

Warm-up questions are simple and easy-to-answer questions that may or may not pertain to the research objectives.

Accepted Answer

Warm-up questions are designed to be simple and non-threatening, allowing for ease of participation from the respondent. They are not necessarily directly related to the research objectives, but help in setting a comfortable tone for the survey or interview.

Question 20

In a mail survey,the introduction is normally provided in the "cover letter."

Accepted Answer

The introduction is indeed provided in the cover letter of a mail survey.

Quiz 8: Understanding Measurement, developing Questions, and Designing the Questionnaire