Marketing Research, 8e (Burns/Bush)
Chapter 8 Understanding Measurement, Developing Questions, and Designing the
Questionnaire
1) Determining a description or amount of some property of an object is known as:
A) Scale level.
B) Attributes of properties.
C) Subjective and objective property levels.
D) Measurements.
2) Researchers measure ________, which are the specific features or characteristics of an object
that can be used to distinguish it from another object.
A) numbers of customers
B) properties of objectives
C) objects of measurements
D) product types
3) Researchers often desire to measure ________, which cannot be directly observed because
they are mental constructs such as a person’s attitude or intentions.
A) objective properties
B) animate properties
C) subjective properties
D) inanimate properties
4) ________ are physically verifiable characteristics such as age, income, number of bottles
purchased, store last visited, and so on.
A) Objective properties
B) Animate properties
C) Subjective properties
D) Inanimate properties
5) The process of designing questions and response formats to measure the subjective properties
of an object is known as:
A) Scale development.
B) Property development.
C) Non-scale development.
D) Objective scale development.
6) Race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer are
examples of:
A) Ordinal measures.
B) Demographic measures.
C) Nominal measures.
D) Scale measures.
7) If the respondent is asked to indicate his or her first, second, third, and fourth choices of
hotels, the results are:
A) Preferentially scaled.
B) Nominally scaled.
C) Differentially scaled.
D) Ordinally scaled.
8) An actual number of purchases in a certain time period, dollars spent, miles traveled, number
of children in the household, or years of college education are examples of:
A) Ratio scale.
B) Ordinal scale.
C) Nominal scale.
D) Interval scale.
9) ________ measures are rating scales for subjective properties where, for adjacent levels, the
distance is normally defined as one scale unit.
A) Ratio scales
B) Ordinal scale
C) Nominal scale
D) Interval scale
10) When a researcher is attempting to measure attitudes, opinions, evaluations, beliefs,
impressions, perceptions, feelings, and intentions on a continuum, the researcher is using a type
of:
A) ratio scale.
B) interval scale.
C) ordinal scale.
D) nominal scale.
11) The scale that captures the intensity of feelings toward a statement’s claim or assertion
because respondents are asked how much they agree or disagree with the statement is:
A) The Psychometric Scale.
B) The Comparative Scale.
C) The Likert Scale.
D) The Multidimensional Scale.
12) The type of scale that might measure the degree a person is price-conscious, fashion-
conscious, an opinion giver, a sports enthusiast, child oriented, home centered, or financially
optimistic is:
A) Demographic Inventory.
B) Socio-cultural Inventory.
C) Personality Inventory.
D) Lifestyle Inventory.
13) The ________ technique was originated by advertising strategists who wanted to obtain
descriptions of groups of consumers as a means of establishing more effective advertising.
A) lifestyle inventory
B) consumer index
C) consumer inventory
D) psychometric inventory
14) Researchers often use the Likert scale since the underlying belief is that knowledge of
consumers’ lifestyles, as opposed to just ________, offers direction for marketing decisions.
A) economic factors
B) demographics
C) socio-cultural factors
D) environmental factors
15) A specialized interval scale format that has sprung directly from the problem of translating a
person’s qualitative judgments into metric estimates is the:
A) Likert scale.
B) lifestyle inventory scale.
C) semantic differential scale.
D) polar differential scale.
16) Because many marketing stimuli have meanings, mental associations, or connotations, the
________ works well when the marketing researcher is attempting to determine brand, store, or
other images.
A) Likert scale
B) lifestyle inventory scale
C) semantic differential scale
D) polar differential scale
17) A ________ is easily recognized, as it has numbers that range from a minus end to a
corresponding plus end, with or without a zero as the midpoint.
A) Likert scale
B) nominal scale
C) semantic differential scale
D) Stapel scale
18) What is the interval scale that has mainly degrees of positive positions?
A) The Likert scale
B) The symmetric interval scale
C) The nonsymmetric interval scale
D) The Stapel scale
19) The type of measure in which a respondent responds in the same or very similar manner to
an identical or near-identical question is called:
A) Unreliable measure.
B) Variable measure.
C) Nominal measure.
D) Reliable measure.
20) ________ is an assessment of the exactness of a measurement relative to what actually
exists.
A) Validity
B) Inaccuracy
C) Invalidity
D) Existentialism
21) A questionnaire is the vehicle used to present the questions the researcher desires
respondents to answer. Of the following, which is not one of the functions a questionnaire
fulfills?
A) Creates basis for statistical significance
B) Standardizes those questions and the response categories
C) Speeds up the process of data analysis
D) Translates research objectives
22) Beginning with the research objectives, the researcher identifies the ________ and decides
what type of measure to use for each one.
A) research targets
B) properties of constructs of interest
C) wording for each question
D) quality measures
23) A researcher seeks to ________, which is defined as the ability of a question’s wording or
format to influence respondents’ answers.
A) standardize questions
B) maximize question response
C) minimize question bias
D) standardize response levels
24) Why do marketing researchers take great care in developing research questions that measure
attitudes, beliefs, behaviors, and demographics?
A) They want high levels of response.
B) They desire long-term client relationships.
C) They want positive research outcomes.
D) They want reliable and valid responses.
25) ________ amounts to scrutinizing the wording of a question to ensure that question bias is
minimized and that the question is worded so that respondents understand it and can respond to it
with relative ease.
A) Question field testing
B) Question evaluation
C) Question bias
D) Beta testing
26) Question evaluation is a judgment process, but there are four simple guidelines, or “dos,” for
question wording. Which of the following is NOT one of those guidelines?
A) Simple
B) Crystal clear
C) Easy to analyze
D) Brief
27) In order to avoid question bias situations, researchers should be aware of four “do not’s.”
Which of the following is NOT among the four primary “do not’s”?
A) Should not be leading
B) Should not be loaded
C) Should not be overstated
D) Should not exceed 30 characters
28) Questionnaire organization is a critical concern because the questionnaire’s arrangement and
the ease with which respondents complete the questions have potential to affect:
A) The quality of the information that is gathered.
B) The volume of invalid responses.
C) The turnaround time for completion.
D) The type of statistical analysis.
29) The introduction is crucial in questionnaire design. There are five functions that the
introduction accomplishes. Which of the following is NOT one of those functions?
A) Identification of who is doing the survey
B) The respondent’s compensation
C) The purpose of the survey
D) How the respondent was selected
30) ________ pertains to the sequencing of questions or blocks of questions, including any
instructions, on the questionnaire.
A) Question validity
B) Question testing
C) Question flow
D) Question blocking
31) Attention should be given to placing the questions developed ________ to ease respondent
participation.
A) at the beginning
B) in the middle
C) in an informal sequence
D) into a logical sequence
32) ________ are used near the beginning of the survey to get the respondent’s interest and
demonstrate the ease of responding to the research request.
A) Warm-up questions
B) Introductory questions
C) Transition questions
D) Classification questions
33) “Now, I would like to ask you a few questions about your TV viewing habits” is an example
of a(n):
A) warm-up question.
B) introductory question.
C) transition question.
D) classification question.
34) ________, or other questions that require some degree of mental activity, such as evaluating
choices, voicing opinions, recalling past experiences, indicating intentions, or responding to
“what if” questions, are placed deeper in the survey.
A) Transition questions
B) Introductory questions
C) Classification and demographic questions
D) Scaled-response questions
35) Computer-assisted questionnaire design software packages offer several advantages. Which
of the following is NOT one of those advantages?
A) Are easier, faster, and friendlier than using a word processor
B) Provide significant functionality
C) Facilitate data analysis
D) Ensure unbiased questions
36) Qualtrics®, SurveyMonkey®, SnapSurveys®, SmartSurvey®, KeySurvey® are examples
of:
A) Survey implementation software.
B) Computer-assisted questionnaire design software.
C) Data collection software.
D) Data analysis software.
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37) Computer-assisted questionnaire design software often has a feature that provides “standard”
questions on constructs that researchers often measure, such as demographics, importance,
satisfaction, performance, or usage. This feature is a:
A) Test bank.
B) Quiz bank.
C) Question library.
D) Survey bank.
38) If the answer is “Yes” to the question, “Did you order a Papa John’s Pizza delivery for your
family in the past month?” the respondent will be directed to several questions about Papa John’s
Pizza, but if the answer is “No,” these questions will not be asked. This is an example of:
A) Non-response logic.
B) Display logic.
C) Answer display logic.
D) Skip logic.
39) When a survey displays or asks questions that are appropriate based on the respondent’s prior
answers, this is known as:
A) Display logic.
B) Non-response logic.
C) Answer priority logic.
D) Skip logic.
40) A respondent accesses an online questionnaire, registers responses to the questions, and
typically clicks on a “Submit” button at the end of the questionnaire. These activities enable the
software to:
A) Analyze data in real-time.
B) Capture data in real-time.
C) Create a report in real-time.
D) Block submissions in real-time.
41) The term “coding” means:
A) Placing numbers on the questionnaire to facilitate data entry after the survey has been
conducted.
B) Predetermining the responses, which makes report writing easier because the report may be
started early.
C) Conducting a dry run of the survey to see which questions “work.”
D) Analytical processes for scaled-response questions only.
42) Coding is a straightforward process EXCEPT in which of the following situations?
A) When there are many questions on the questionnaire
B) Any time scaled-response questions are used
C) When there are questions for which there may be multiple responses
D) Any time closed-ended questions are used
43) Using numbers associated with question response options to facilitate data analysis after the
survey has been conducted is known as:
A) Pre-testing.
B) Pre-numbering.
C) Coding.
D) Decoding.
44) A ________ involves conducting a dry run of the survey on a small, representative set of
respondents to reveal questionnaire errors before the survey is launched.
A) field test
B) market test
C) response test
D) pre-test
45) There are several parameters regarding the pretest of a questionnaire. Of the following,
which is MOST accurate?
A) Pretest participants should be representative of the target population under study.
B) The client should always approve of and be present for the pretest.
C) Researcher and client need to agree on a minimum amount of pretests.
D) The pretest should be conducted on samples from a global and a domestic market.
46) Marketing research measures properties-sometimes called characteristics, attributes, or
qualities-of objects.