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Marketing Research 10th Edition By AAker Kumar Day And Leone – Test Bank

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  • ISBN-10 ‏ : ‎ 0470317256
  • ISBN-13 ‏ : ‎ 978-0470317259


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Marketing Research 10th Edition By AAker Kumar Day And Leone – Test Bank

Test Bank

CHAPTER 12 Designing The Questionnaire

True- False

1. A questionnaire should cover no more and no less than is necessary T
to satisfy the research objective.

2. Hypotheses play an important role in translating the research T
objective into information requirements.

3. Responses to an open-ended question will not be influenced by pre- F
specified categories or by an interviewer’s expectations of a

4. Because the disadvantages of open-ended questions usually outweigh T
the advantages, open-ended questions should only be used sparingly.

5. Closed-response questions have an advantage over open-ended T
questions in that there is less potential error due to differences
in the way questions are asked and answers are reported.

6. Open-ended questions are harder to develop and require more F
exploratory work than closed-response questions.

7. A rule-of-thumb in selecting the number of response categories is to F
give the respondent a choice of at least nine. Fewer than nine
categories will not capture individual differences, particularly in
a telephone interview.

8. In multiple-choice questions, the response categories should ideally T
be mutually exclusive and exhaustive.

9. Open-ended questions are generally easier for a respondent to answer F
than closed-ended questions, which require more thought.

10. An example of an ordering problem is the tendency of some T
respondents to choose the center position in a list of categories.

11. There are arguments for and against the inclusion of “don’t know” or T
“not sure” as response categories and the choice depends on the
individual question.

12. A researcher who is unfamiliar with the respondents’ vocabulary F
should use technical terms in survey questions since those terms are
likely to have a common meaning.

13. A researcher should not use words such as “often” or “recently” T
without defining a time frame because the respondents’ answers will
not be comparable.

14. The split ballot technique involves the use of alternative wordings T
of a question.

15. A qualifying question can be used to make sure that a subsequent T
question is applicable to a respondent.

16. An interview should start with an easy, nonthreatening question and F
be followed by sensitive questions to catch respondents by surprise.

17. The best place for questions on income is at the beginning of a F

18. The appearance of a questionnaire is particularly important for T
self-administered surveys.

19. Preceding questions establish a frame of reference which influences T
a respondent’s answers to questions that follow.

20. Computer-controlled telephone questionnaires in theory leave an T
interviewer with more freedom to concentrate on establishing rapport
with a respondent.

21. A computer-controlled system of telephone interviewing can eliminate F
all human error.

22. The use of a computer to administer a questionnaire is generally T
more expensive for small surveys than using the traditional paper
and pencil.

23. A computer can randomly select a respondent from a list of household T
members entered by an interviewer.

24. A computer-controlled system of telephone interviewing can eliminate F
all response error.

25. The speed of computer-controlled telephone interviewing allows a F
researcher the freedom to insert questions that are not strictly
relevant to the research objective.

26. Respondents in a pretest need not be representative of the sample F

27. If a questionnaire has been written by a researcher who is F
experienced in the subject area, a pretest can be skipped.

28. One limitation of using open-ended questions is that the respondents T
may not use the same frame of reference, which may not be
discernible to the interviewer.

29. Dichotomous questions can be used to collect psychological data. F

30. If there is a likelihood of ignorance in the respondents, a “don’t T
know” category is appropriate.

31. If there is a likelihood of ambivalence in the respondents, a F
“neutral” category is inappropriate.

32. Using an open-ended question to follow up a closed-ended question is T
called a probe.

33. Order bias occurs when prior questions influence answers to T
subsequent questions.

34. The issue of question format is of no importance in a cross national F

35. Open-ended questions overcome subjective judgments in responses F

36. In questionnaires, prior questions will not influence answers to subsequent questions F

37. Use of indirect questions may aid in bypassing biases in international research T




Multiple Choice

1. Questionnaires do not aim at a
a) encouraging respondents to complete them
b) minimizing random error
c) eliciting the desired response from the respondent
d) minimizing respondent incompleteness
e) none of the above

2. Which of the following types of questions are most easy to respond? b
a) personal interview questions
b) aided recall questions
c) unaided recall questions
d) realistic questions
e) all the above

3. Which of the following type of questions are easy to code and analyze? a
a) dichotomous questions
b) multiple choice questions
c) scaled questions
d) unstructured questions
e) self-administered questions

4. Respondents for the pre-test and the survey should be drawn
from _____________ population(s) b
a) a similar
b) the same
c) a representative
d) the general
e) different

5. Which of the following is not a potential limitation associated with closed-end
questions? b
a) researcher bias
b) verbosity bias
c) ballot bias
d) position bias

6. The question – “Do you consider Nestea cool and refreshing?” represents
which of the following criteria for a poorly worded question in a soft drink survey ? d
a) relevancy
b) objectivity
c) non ambiguity
d) double-barreled

7. Proctor and Gamble (P&G) desires to learn why consumers purchase one of its product d
lines. The company hires the research firm of Veekay and Co. to conduct a study. Veekay
and Co. send a mail questionnaire to P&G ’s customers to investigate relationships. The
data collected are
a) primary, causal, cross-sectional and overt
b) commercial, non-causal, longitudinal and non-overt
c) commercial, non-causal, time-series and overt
d) commercial, non-causal, cross sectional and overt

8. A disadvantage of open-end questions is d
a) researcher bias
b) ballot bias
c) position bias
d) space bias

9. Which of the following is not a criterion to be used when constructing and/or c
evaluating questions ?
a) brevity
b) specificity
c) simplicity
d) ambiguity


10. Which one of the following is a factor that affects the design of the questionnaire? d
a) respondent demographics
b) method of administering the questionnaire
c) the target population
d) all of the above

11. Multiple choice questions are an example of b
a) unaided recall
b) aided recall
c) day-after-recall
d) none of the above

12. Unstructured questions are most useful in a
a) exploratory research
b) descriptive research
c) causal research
d) none of the above

13. Commonly used procedures in “pretesting “are a
a) debriefing
b) statistical analysis
c) observing
d) none of the above

14. Which of the following is not true about a good questionnaire? c
a. The choice of data collection method sets limits on the number
and type of questions asked.
b. Respondents must be willing and able to answer the questions.
c. The researcher’s motivation for asking each question should be
clear to the respondents.
d. The questionnaire should collect the information that is needed
to satisfy the research objective.
e. All of these are true.

15. To avoid incompleteness in a questionnaire, the researcher should do b
all of the following except
a. exploratory research.
b. include questions that are interesting and that relate only
marginally to the research purpose.
c. examine the results from similar studies.
d. pretest the questionnaire.
e. all of these should be done.

16. Open-ended questions do not d
a. allow for unexpected answers.
b. give the researcher a respondent’s answer verbatim.
c. produce a wide range of responses.
d. save time when compared to closed-response questions, either in
the interview or during tabulation.
e. all of these are true of open-ended questions.

17. Which of these household appliances is/are in your kitchen? (Check b
all that apply.)

____ 1. refrigerator ____ 4. dryer
____ 2. freezer ____ 5. electric stove
____ 3. washer ____ 6. microwave oven

The above question is an example of what type of question?
a. Single-choice
b. Multiple-choice
c. Rating scale
d. Open-ended
e. None of the above

18. Closed-response questions c
a. do not require the researcher to do exploratory work.
b. are harder to answer, both in an interview and in a mail survey,
than are open-ended questions.
c. provide answers that are directly comparable from respondent to
d. make tabulation and analysis more difficult in comparison to
open-ended questions.
e. none of the above.

19. In wording survey questions, the researcher should make sure that e
1. the language is simple and direct.
2. the questions are directed to those with a college
3. there is a leeway for a respondent to find his or her own
interpretation of the meaning of a question.
4. there are no leading questions.
a. 1
b. 2
c. 3
d. 4
e. 1 and 4

20. The split-ballot technique is a
a. the practice of using two different versions of a question, one
for each half of the sample.
b. also known as a double-barreled question.
c. a random method of choosing respondents
d. the practice of averaging scale values.
e. none of the above.

21. What, if anything, is wrong with the following questions asked of c
homeowners: “What is the approximate value of your home?”

____ $20,000-$39,999
____ $40,000-$59,999
____ $60,000-$79,999

a. The categories are not mutually exclusive.
b. The question is too sensitive.
c. The list of alternatives is not exhaustive.
d. The response categories are ambiguous.
e. None of the above.

22. All of the following are true about the sequence of questions in a c
survey except
a. the interview should not begin with difficult questions.
b. the questionnaire should flow logically from one topic to the
c. sensitive questions should be asked in the beginning before the
respondent is tired of the interview.
d. the questionnaire should be easy for the interviewer to
e. the questionnaire should maintain the cooperation of the

23. The following is an example of the randomized response technique: b
How many respondents answered “yes” to Question A?
A. Have you ever passed a bad check?
B. Is the last digit of your driver’s license even?

Each of 1,000 respondents flipped a coin to determine which question
to answer. Three hundred answered “yes.”
a. 300
b. 50
c. 250
d. 150
e. 200

24. “Don’t you think that the new taxes imposed by the municipal council c
will lead to better civic amenities?” is an example of a(n)
a. closed-ended question.
b. open-ended question.
c. leading question.
d. rating scale.
e. none of the above.

25. Using an open-ended question to follow up a closed-ended question is a
a. probe.
b. open- closed-ended question.
c. conjunction.
d. disguised question.
e. none of the above.

26. “Are you satisfied with the cost and quality of this shirt?” is an c
example of a __________ question.
a. loaded
b. leading
c. double-barreled
d. dual
e. none of the above

27. An example of a loaded question is c
a. Are you satisfied with the texture and quality of this dress?
b. Don’t you agree that McKing’s garments are the best in the U.S.?
c. Should we raise taxes for the rich in order to get better housing
and more schools for the poor?
d. What is the approximate value of your car?
e. None of the above

28. The purpose of a pretest is to d
a. give the company a preliminary report of the survey findings.
b. condition the respondents to the survey.
c. evaluate the various questionnaires and choose the best one.
d. eliminate the deficiencies in the questionnaire.
e. none of the above.


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