Question 1

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 2

Pretests should include as many interviews as possible.

Accepted Answer

Pretests typically involve testing a product or service with a small sample group before it is released to the public. While interviews with a few individuals may be included in the pretest, it is not necessary to include as many interviews as possible. Other methods such as surveys, focus groups, or observations may also be used in a pretest.

Question 3

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 the responses in a survey for easy data entry and analysis.

Question 4

Diane Dowdy is an assistant project director at ABC Research. Diane has completed designing a questionnaire to be given to college students for a client and she is now in the process of coding the questionnaire. Two of the questions are:
"What is your classification?" ___ Freshman ___ Sophomore ___ Junior ___ Senior
"Which on-campus activities would you say are your 'favorites?' (Check all that apply)___ Varsity sports ___ Greek life ___ Stand-up comedy ___ Campus concerts
How should Diane code the above two questions?
A) 0,1; 1-4
B) 1-4; and 0,1 for each activity
C) 1,2,3,4; and 1-4 for each activity
D) a,b,c,d; and v,g,s,c
E) None of the above, because coding should be done only AFTER data are collected

Accepted Answer

The answer of Diane Dowdy is an assistant project director...

Question 5

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 6

Patrick Strubel is a young attorney who is reviewing a proposed research survey to be used in an upcoming trial. The case involves potential deceptive advertising claims made in a TV commercial advertising over-the-counter (i.e., nonprescription)medicine by the defendant firm. Patrick is commissioning research to determine consumers' understanding of the claims after they have watched the TV commercial. Patrick wants to separate respondents into two categories:
A. those who recall having actually seen the TV commercial and b. those who do not recall having seen it. For those who do not recall having seen the commercial, they will be asked to view it before asking questions about their beliefs of the claims made. Patrick views the questionnaire proposed by the research firm.
One of the questions is: 3. Do you recall having watched a TV commercial featuring XYZ, a pain reliever for arthritis?
If "yes," continue.
If "no," go to Question 12.
This question would be considered a(n):
A) disguised question
B) skip question
C) screening question
D) undisguised question
E) classification question

Accepted Answer

The question is a skip question because it directs respondents to different parts of the survey based on their answer.

Question 7

The research design includes randomly surveying consumers who are likely to take the medication (those older than 65 who have arthritis pains). Patrick views the questionnaire proposed by the research firm. Two of the questions are:
1. Are you older than 65?
If "yes," continue to Question 2.
2. Do you experience pain from arthritis?
If "yes," continue to Question 3.
Questions 1 and 2 are considered to be:
A) disguised questions
B) skip questions
C) screening questions
D) undisguised questions
E) classification questions

Accepted Answer

Screening questions are used to determine if respondents meet certain criteria to continue with the survey, such as age and experiencing arthritis pain in this case.

Question 8

Tommy Cole was reviewing a new employee's work at MAXIM Research. Tommy had several years of experience in research and was regarded as the company expert in designing questionnaires. As Tommy read the questionnaire proposed by the new employee, he found the following question, which had been drafted to measure the occupational status of respondents: "Check one of the following categories which describes your occupational status?"
___ Full-time employment
___ Full-time student
___ Part-time student
___ Unemployed
___ Retired
Which of the following best describes the appropriate action Tommy should take regarding this question?
A) approve it; this is a perfectly good question
B) approve it; but break "retired" into categories such as "retired military," "retired government employee," and so on
C) disapprove it; the question is "leading" in that it assumes all occupations are either full-time or part-time
D) disapprove it; the question is "loaded" in that it assumes everyone should either be employed or a student
E) disapprove it; the question is "double-barreled" in that someone could be retired and a full-time student

Accepted Answer

The question is "double-barreled" because it does not account for individuals who may fit into more than one category, such as being both retired and a full-time student.

Question 9

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 allows for multiple possible answers, the coding process should take into account all possible combinations of answers. This can be more complex than coding questions with only one possible answer.

Question 10

J. J. Yarbrough works for a marketing research firm in Los Angeles and one of her clients is a multinational firm with interests in 12 countries. J. J.'s client's next research project involves surveying household members in Germany. J. J. speaks English and Korean but does not speak any German. She is responsible for designing the questionnaire. Which of the following best represents the procedure J. J. should use in developing a questionnaire in a foreign language?
A) Create the questionnaire in the universal language of English, then have it translated into the target audience's language, German.
B) Create the questionnaire in the universal language of English, then have it translated into the target audience's language, German, then have it translated by independent translators back into English.
C) Create the questionnaire in the universal language of English, then have it translated into the target audience's language, German, then have it translated by independent translators back into English, then have it translated back into the target language after revisions are made.
D) Create the questionnaire in the universal language of English, then have it translated into the target audience's language, German, then have it translated by independent translators back into English, then have it translated back into the target language after revisions are made, and finally, conduct pretests using persons who speak the target language, German.
E) Never attempt to create a questionnaire in a language other than one's own native language; it is wise to not accept such research projects and to refer the client to a marketing research firm in the country in which the research is to be conducted.

Accepted Answer

J. J. should create the questionnaire in English, translate it into German, have independent translators translate it back into English and then into German again after revisions have been made. Finally, pretests should be conducted using persons who speak the target language, German. This method ensures that the questionnaire is accurately translated, revised, and culturally appropriate for the target audience.

Quiz 11: Designing the Questionnaire

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.

Pretests should include as many interviews as possible.

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

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

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.