burns05 tif 11

Chapter 11

DESIGNING THE QUESTIONNAIRE

GENERAL CONCEPT MULTIPLE CHOICE QUESTIONS

1. WebSurveyor, discussed at the beginning of your textbook chapter on designing questionnaires, is an example of:a. an electronic sampling programb. an electronic questionnaire design and delivery software programc. a new process for designing proper and error-free questionnairesd. software that makes the best use of CATI programse. None of the above

Answer: (b) Difficulty: (easy) Page: 299

2. Which one of the following is NOT a function of a questionnaire?a. standardizes questions and response categoriesb. translates the research objectives into specific questionsc. serves as a permanent record of the researchd. fosters cooperation with respondentse. creates alpha levels to be used in conducting tests of statistical significance

Answer: (e) Difficulty: (Easy) Page: 300

3. Which of the following is the most accurate statement regarding the importance of the questionnaire in the research process?a. Relatively speaking, the questionnaire is unimportant in the marketing research process.b. The questionnaire is tied with the written report as being the top two most important items in

the marketing research process.c. Not only is the questionnaire a very important ingredient but its design affects the quality of

the data collected; even experienced interviewers cannot compensate for questionnaire defects.d. Not only is the questionnaire a very important ingredient but its design affects the quality of

the data collected though experienced interviewers often compensate for questionnaire defects.e. Questionnaire design is THE most important step in the marketing research process.

Answer: (c) Difficulty: (Difficult) Page: 300

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Chapter 11: Designing the Questionnaire

4. Which of the following statements is most accurate in terms of the questionnaire development process?a. There is no process; a questionnaire is simply prepared based upon the research objectives.b. The process consists of several steps but is an iterative process meaning that revisions occur

often during the process.c. The process is undertaken by the researcher and the client does not view the questionnaire until

after the collection of data to avoid biased questions.d. Once the process begins, there is no changing it.e. None of the above

Answer: (b) Difficulty: (Moderate) Page: 300

5. Which is the best interpretation of question bias?a. the ability of a question's wording or format to influence respondents' answersb. the ability of a question's wording to change a research project's objectivesc. questions being developed that have neither neutral nor positive positionsd. when a respondent is biased against a particular questione. when a respondent is biased against a certain type of scale

Answer: (a) Difficulty: (Easy) Page: 300

6. What happens immediately following client approval during the questionnaire development process?a. Data is gathered.b. Questions are formulated for the next section of the questionnaire.c. A pretest is conducted.d. The questionnaire is revised.e. The questionnaire is finalized.


7. Which of the following statements is most accurate in terms of the questionnaire development process?a. Clients typically work with researchers on the initial drafts.b. Clients do not get involved with the questionnaire because it is the domain of the professional

researcher.c. Clients will not be involved until there has been considerable development and evaluation by

the researcher.d. Clients typically devise questionnaires by themselves because they are closest to the research

problem.e. Clients design each question, and then send it to the researcher for approval.

Answer: (c) Difficulty: (Moderate) Page: 301

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8. Regarding client approval of a questionnaire:a. it serves as a check that the researcher is still in tune with the survey's objectivesb. it serves to let the client understand the technical aspects of the researchc. when signed by the client, it means that the questionnaire should not be changed for any reason

even if it performs poorly in the pretestd. client approval of the questionnaire is carried out at the original signing of the agreement to

conduct research; it merely gives the researcher approval to use a questionnaire, as clients should not be involved in approving the final questionnaire developed by expert researchers

e. client approval is merely a legal requirement and researchers do not even encourage clients to review a questionnaire prior to its approval

Answer: (a) Difficulty: (Moderate) Page: 301

9. Which of the following is true and should be remembered when developing questions?a. Once the client and researcher agree on what needs to be asked, wording a question is easy.b. A single word can make a difference in how respondents respond to a question.c. As long as the question contains words we commonly use in speaking, there will be no bias.d. Respondents will not use literal interpretations to answer questions.e. The word anybody is always safe to use in question development.


10. In terms of developing questions, your text identified several "shoulds" of question wording. Which of the following is NOT a "should"?a. The question should be focused on a single issue or topic.b. The question should be brief.c. The question should be grammatically simple.d. The question should attempt to cover as many topics as possible in order to reduce the

questionnaire's length.e. The questions should be crystal clear.

Answer: (d) Difficulty: (Moderate) Pages: 303–305

11. Which of the following is the wrong way to ask if someone has viewed an episode of Lost?a. Have you ever seen Lost?b. Do you always watch Lost?c. Have you never watched Lost?d. Have you ever watched and recorded an episode of Lost?e. All of the above should be avoided.

Answer: (e) Difficulty: Moderate) Page: 303

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12. Which of the following best represents what your author has to say about guidelines for developing a questionnaire in a foreign language?a. never attempt itb. always form a strategic alliance with another firm in the appropriate foreign countryc. you should follow a process of designing the questionnaire in your language, having it

translated into the target language, and then "back-translated" by independent translators into your language, then revise and pretest

d. you should follow a process of designing the questionnaire in the foreign language, then have it translated back into English so you can evaluate each question's wording before releasing the questionnaire

e. you should follow a process of designing the questionnaire in your language, having it translated into three or more foreign languages, and then pretest the questionnaires to determine which language you will use for the final version


13. Which of the following is NOT a leading question?a. As a Cadillac owner, you are satisfied with your car, aren't you?b. Have you heard about the satellite radio system everyone is talking about?c. Don't you see any problems with using your credit card for online purchases?d. Wouldn't you like to purchase one of the new video games?e. Do you see any problems with carrying cash while on vacation?

Answer: (e) Difficulty: (Moderate) Page: 306

14. A leading question is one that:a. is used to begin the questionnaire and must be carefully worded for ease of response and also

for interestb. is used to begin the questionnaire and should address the key issue of the research project in

case respondents refuse to answer further questionsc. is worded in such a way that gives the respondent a clue as to how to answer and should be

avoidedd. is worded in such a way that gives the respondent a clue as to how to answer and should be used

to help the researcher achieve the desired resultse. All of the above


15. The question "Don't you see any problem with using your credit card online?" is a:a. clear and focused questionb. leading questionc. loaded questiond. "double-barreled" questione. compound question


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16. A loaded question is a question that:a. asks the same thing over and overb. places undue emphasis on some aspect of the topicc. is two different questions posed as oned. has buried word elements that make references to universal beliefse. uses words that most respondents would not understand

Answer: (d) Difficulty: (Moderate) Page: 306

17. The question: "Because the Founding Fathers of the United States provided citizens the right to keep and bear arms in the Bill of Rights, shouldn't you be against gun control legislation?" is:

a. a loaded questionb. a question that will trigger confusionc. a double-barreled questiond. appropriate if you are "for" gun control legislatione. appropriate if you are "against" gun control legislation


18. Which of the following is an overstated question?a. How much would you pay for sunglasses that will protect your eyes?b. How much do you think you would pay for a car with features that would save your life and

possibly the lives of your family members, if you were in a car accident?c. How much would you pay for shoes with a cushioning gel in them?d. How much would you pay for a child's swimsuit that had a built-in flotation device?e. How much would you pay for a PDA that also provided Internet access?


19. An overstated question is one that:a. asks the same thing over and overb. places undue emphasis on some aspect of the topicc. is two different questions posed as oned. cues the respondent how to answere. uses words that most respondents would not understand


20. A double-barreled question is one that:a. achieves two objectives efficientlyb. has two subjects and two verbsc. poses two different questions in one question and should be avoidedd. poses two different questions in one question and should be used whenever possible to save

spacee. feels like an attack on the respondent

Answer: (c) Difficulty: (Moderate) Pages: 306-307

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21. In question development, face validity means:a. the respondent can put a face on the interviewerb. the interviewer can see the respondent to determine if the respondent is telling the truthc. whether or not the question looks rightd. that the respondent will answer the same way repeatedlye. that the question gives the respondent a bad feeling


22. Questionnaire organization refers to:a. the way questionnaires are organized in a filing systemb. the sequence of statements and questions that make up a questionnairec. organizations whose main job is to construct questionnairesd. determining if the question looks righte. the clarity of a question

Answer: (b) Difficulty: (Easy) Page: 308

23. Questionnaire organization has the potential to:a. affect the quality of the information gatheredb. motivate respondents to be conscientiousc. discourage respondentsd. cause respondents to stop answering questionse. All of the above

Answer: (e) Difficulty: (Moderate) Page: 308

24. The major reason to disguise a survey is:a. to encourage response; if respondents don't think they are participating in a survey they are

more likely to participateb. dependent upon the research objectives; the identity of the sponsor may bias the resultsc. that it takes time and respondents do not cared. to violate the "Do not call" rulee. to avoid providing incentives

Answer: (b) Difficulty: (Easy) Page: 309

25. Which of the following is NOT included in the introduction part of the questionnaire?a. identification of the sponsor/researcherb. the purpose of the surveyc. explanation of how the respondent was selectedd. demographic questionse. request for participation

Answer: (d) Difficulty: (Easy) Page: 310

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26. An incentive that may be used to encourage respondent participation, that means that the respondent's name is known by the researcher but will not be divulged to a third party, namely the client, is:a. respondent/client indemnityb. anonymityc. confidentiality d. the "ghost respondent agreement"e. respondent protection

Answer: (c) Difficulty: (Easy) Page: 310

27. Screening questions are used to:a. determine whether or not a potential respondent qualifies to take part in a survey based on

certain selection criteria the researcher has deemed essentialb. increase reliability by screening out respondents with inconsistent answersc. shield the true purpose of a question from a respondentd. increase response rates by screening out unlikely respondents e. ensure that certain results will be achieved by choosing your respondents


28. In terms of locating types of questions on the questionnaire, which of the following is true?a. warm-ups come first, followed by screens, followed by classification questions b. warm-ups are first, transitions are second, and classification questions are lastc. screens are first, warm-ups second, and classification questions are lastd. complicated and difficult to answer questions must be avoided altogethere. demographic questions should be avoided because they might offend respondents


29. Classification questions are:a. usually put in the middle of the questionnaire and are used to classify respondents into various

groups for purposes of analysisb. usually put at the beginning of the questionnaire and are used to classify respondents into

various groups for purposes of analysisc. usually put at the end of the questionnaire and are used to classify respondents into various

groups for purposes of analysisd. usually put at the end of the questionnaire and are used to classify the questions themselves so

that report writing is made easier after data collection and analysis are completee. usually put at the beginning of the questionnaire and are used to classify the questions

themselves so that report writing is made easier after data collection and analysis are complete

Answer: (c) Difficulty: (Moderate) Pages: 313-314

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30. Which approach to organizing the flow of questions would order questions from general to specific or from wide to narrow?a. the inductive approachb. the deductive approachc. the funnel approachd. the work approache. the sections approach


31. Which is true regarding questionnaire design and computer technology?a. There has been little progress toward integrating questionnaire design and new computer

technology; the only advance has been achieved through word processing programs.b. Some companies have bridged the gap between basic word processing and the finished,

polished questionnaire; their products are referred to as computer-assisted questionnaire design programs.

c. The field is very advanced; no one designs questionnaires any longer without the aid of computer software designed for this purpose.

d. Very few computer-assisted questionnaire design programs allow for publication to the Internet.e. Computer-assisted questionnaire design is difficult and time consuming.


32. Which of the following is the name of the computer-assisted questionnaire design system illustrated in the textbook?a. WebSurveyor b. Surveys with Confidencec. SPSQutility d. SurveyDesigner e. E-Z Surveys


33. Which of the following is NOT mentioned in the text as the name of a feature or window in the computer-assisted questionnaire design program WebSurveyor?a. question menu windowb. question editor featurec. preview featured. data correction windowe. All of the above are mentioned.

Answer: (d) Difficulty: (Difficult) Pages: 317-318

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34. A typical computer-assisted questionnaire design program will assist the designer by offering computerized menus for design issues such as:a. the type of question formatb. the number of response categoriesc. whether multiple responses are to be usedd. if skip questions are to be usede. All of the above features are typically offered.

Answer: (e) Difficulty: (Difficult) Page: 317

35. Coding questions refers to:a. predetermining the responses; this makes report writing easier because the report may be started

early although it is recognized that it will have to be modified once the true results are reportedb. placing numbers on the questionnaire to facilitate data entry after the survey has been conductedc. coding is no longer used; it has been replaced totally by automated, computerized interviewing

softwared. analysis methods for scaled-response questions onlye. conducting a dry run of the survey to see which questions "work"


36. The only time coding is not fairly straightforward is when:a. there are many questions on the questionnaireb. any time scaled-response questions are usedc. closed-ended questions are usedd. there are questions for which there may be multiple responsese. both open-ended and closed-ended questions are used

Answer: (d) Difficulty: (Difficult) Page: 321

37. "All that apply" questions are questions that:a. ask respondents to pick more than one item from a list of possible responsesb. allow respondents to respond in any way they wishc. ask respondents to apply ideasd. encourage respondents to find connections between conceptse. ask respondents to pick one item from a list of possible responses


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38. Which of the following is most accurate regarding the pretest of the questionnaire?a. The client should always be present for the pretest.b. At least five pretests should be conducted.c. The pretest should be conducted on a small sample.d. The pretest should be conducted on a small and representative sample.e. As many respondents as possible should be used in a pretest.


TRUE/FALSE QUESTIONS

39. One means of conducting online survey research is to use computer-assisted questionnaire design software such as WebSurveyor.

Answer: (True) Difficulty: (Easy) Page: 299

40. One of the functions of the questionnaire is that it serves as the tool for standardizing questions and response choices so that every respondent responds to identical stimuli.


41. Research has demonstrated that questionnaire design is so important that it directly affects the quality of the data collected.

Answer: (True) Difficulty: (Difficult) Page: 300

42. Questionnaire design is really a process of several interrelated steps.


43. Question bias is defined as wording questions in such a way that they influence the responses. Researchers should try to maximize question bias in order to achieve the results desired by clients.

Answer: (False) Difficulty: (Easy) Page: 300

44. To maintain objectivity, clients should not be involved in the questionnaire design process. Once the research objectives are defined, it is up to the researcher to next provide the final research report.


45. Gaining the client's approval signature for the questionnaire design is not done until after the pretest.

Answer: (False) Difficulty: (Difficult) Page: 301

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46. Question development refers to the practice of selecting appropriate response formats and wording questions that are understandable, unambiguous, and unbiased.


47. Even a single word can alter the responses to a question on a survey.

Answer: (True) Difficulty: (Moderate) Page: 302

48. Certain words such as all, every, and never should be avoided in question development for questionnaire design.


49. Because there are many meanings for most words and phrases, questionnaire questions are usually very long enabling them to properly define the words contained in the question.


50. You should always use the word always in designing questions so that you place a specific time parameter around an event.


51. "Would you say you never think about the warranty when buying a major electronic device?" is a properly worded question for a marketing research questionnaire.

Answer: (False) Difficulty: (Moderate) Page: 303

52. To keep respondents from having to respond to long questionnaires and to reduce respondent fatigue, it is okay to introduce several topics in one question.


53. When developing a questionnaire in a foreign language, the questionnaire should be created first in the foreign language rather than in the researcher's native language.


54. There is nothing wrong with the following question: "As a BMW owner, you are satisfied with your car, aren't you?"


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55. There is nothing wrong with the following question: "Do you believe Nichols Seafood Restaurant has good prices and service?"


56. There is nothing wrong with the following question: "Should people be allowed to protect themselves from harm by using mace as a self-defense?"


57. There is nothing wrong with the following question: "How much do you think you would pay for a pair of sunglasses that will protect your eyes from the sun's harmful ultraviolet rays, which are known to cause blindness?"


58. The organization of a questionnaire can cause respondents to stop answering questions.


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


60. In a personal interview the introduction is normally provided in the opening comments.


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


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


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


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


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


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

Answer: (False) Difficulty: (Easy) Pages: 312–313

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

Answer: (False) Difficulty: (Moderate) Pages: 312–313

68. The "sections approach" to questionnaire design organizes question flow from specific-to-general questions.


69. 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.


70. WebSurveyor is a computer-assisted questionnaire design program that was discussed in the textbook.


71. 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.


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72. 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.


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


74. 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.


75. 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.


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


77. Pretests should include as many interviews as possible.


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APPLICATION QUESTIONS

78. 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, that is German.b. Create the questionnaire in the universal language of English, then have it translated into the

target audience's language, that is, 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, that is, 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, that is, 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, that is, 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.


79. 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 questionb. approve it but break "retired" into categories such as "retired military," "retired government

employee," and so onc. disapprove it; the question is "leading" in that it assumes all occupations are either full-time or

part-timed. disapprove it; the question is "loaded" in that it assumes everyone should either be employed

or a studente. disapprove it; the question is "double-barreled" in that someone could be retired and a full-

time student

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Answer: (e) Difficulty: (Difficult) Page: 307

80. 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 questionsb. skip questionsc. screening questionsd. undisguised questionse. classification questions


81. 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 the commercial 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 questionb. skip questionc. screening questiond. undisguised questione. classification question


82. 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; 1–4b. 1–4; and 0,1 for each activity c. 1,2,3,4; and 1–4 for each activityd. a,b,c,d; and v,g,s,ce. None of the above, because coding should be done only AFTER data are collected

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Answer: (b) Difficulty: (Difficult) Pages: 320–321

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