Marketing Chapter 13 The Purpose Dummy Table Create Place Store Data

Document Type
Test Prep
Book Title
Basic Marketing Research 9th Edition
Authors
Gilbert A. Churchill, Tom J. Brown, Tracy A. Suter
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Page 21
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 1:01 AM
DATE MODIFIED:
7/31/2017 1:02 AM
48. The question in a restaurant survey, "What is your evaluation of the speed and courtesy of your waitperson?" is an
example of a(n)
a.
unambiguous question.
b.
branching question.
c.
double-barreled question.
d.
generalization.
e.
redundant question.
ANSWER:
c
RATIONALE:
This is an example of a double-barreled question. See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 1:03 AM
DATE MODIFIED:
7/31/2017 1:04 AM
49. The question, "How would you judge the price and quality of this product?"
a.
is double-barrelled.
b.
is leading.
c.
contains an implied alternative.
d.
contains an implied assumption.
e.
forces generalization on the part of the respondent.
ANSWER:
a
RATIONALE:
This is a double-barreled question. See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 1:05 AM
DATE MODIFIED:
7/31/2017 1:06 AM
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Page 22
50. Which of the following is FALSE?
a.
When using the funnel approach to questionnaire design, the researcher will start with broad questions and
progressively narrow the scope of further questions.
b.
Classification information is the heart of the survey and is so called because it will be classified into the
appropriate categories of the dummy tables.
c.
Target information should be secured first and classification information last.
d.
In dealing with sensitive issues when designing a questionnaire, the preferred alternative is to avoid these
types of questions altogether, if at all possible.
e.
One way of dealing with sensitive questions is to hide them in a group of more innocuous questions.
ANSWER:
b
RATIONALE:
All of the statements are true except that classification information is the heart of the
survey and is so called because it will be classified into the appropriate categories of the
dummy tables. See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.06 - Explain the difference between target information and classification
information and tell which should be asked first in a questionnaire.
DATE CREATED:
7/31/2017 1:07 AM
DATE MODIFIED:
7/31/2017 1:09 AM
51. Which of the following is NOT true about question sequencing?
a.
b.
c.
d.
e.
ANSWER:
b
RATIONALE:
All of the above statements are true except that narrow questions should be asked first
and the questions should get progressively broader. See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.04 - Explain what the funnel approach to question sequencing is.
DATE CREATED:
7/31/2017 1:12 AM
DATE MODIFIED:
7/31/2017 1:13 AM
52. The "funnel approach" refers to
a.
asking simple questions first.
b.
a method of data analysis.
c.
successively narrowing the focus of related questions.
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d.
using a funnel as a visual aid when asking sensitive questions in a personal interview.
e.
successively broadening the scope of related questions.
ANSWER:
c
RATIONALE:
The funnel approach refers to successively narrowing the focus of related questions. See
13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.04 - Explain what the funnel approach to question sequencing is.
DATE CREATED:
7/31/2017 1:13 AM
DATE MODIFIED:
7/31/2017 1:15 AM
53. Which of the following is TRUE?
a.
Branching questions are easy to develop for a mail questionnaire.
b.
Sequence bias is potentially more of a problem in telephone interviews than in mail questionnaires.
c.
With the exception of mail surveys, it is generally appropriate to number the questions on a questionnaire.
d.
The physical appearance of a questionnaire is especially influential in securing cooperation to studies done
by mail.
e.
All of these are false.
ANSWER:
d
RATIONALE:
The physical appearance of a questionnaire is especially influential in securing
cooperation to studies done by mail. See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.06 - Explain the difference between target information and classification
information and tell which should be asked first in a questionnaire.
DATE CREATED:
7/31/2017 1:15 AM
DATE MODIFIED:
7/31/2017 1:17 AM
54. Branching questions are less appropriate with
a.
personal interviews.
b.
telephone interviews.
c.
mail questionnaires.
d.
mall intercepts interviews.
e.
All of these are correct.
ANSWER:
c
RATIONALE:
Branching questions are less appropriate with mail questionnaires. See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Remember
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Page 24
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.05 - Explain what a branching question is and discuss when it is used.
DATE CREATED:
7/31/2017 1:17 AM
DATE MODIFIED:
9/20/2017 3:05 PM
55. Suppose that you need to learn how often per week Netflix customers watch movies online. Which of the following
sets of response wording is the best way to capture this data?
a.
Response options that include “never, rarely, sometimes, often, frequently, and always”
b.
Response options that include “none, once a week, twice a week, three times weekly, and more than three
times weekly”
c.
A response option that asks the respondent to fill in the blank with the number
d.
All of these are correct.
e.
None of these are correct.
ANSWER:
c
RATIONALE:
A response option that asks the respondent to fill in the blank with the number. See 13-0:
Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.06 - Explain the difference between target information and classification
information and tell which should be asked first in a questionnaire.
DATE CREATED:
7/31/2017 1:19 AM
DATE MODIFIED:
9/20/2017 3:47 PM
56. Which of the following statements about leading questions is NOT true?
a.
They can result from accidents by careless researchers.
b.
They can be an indicator of advocacy research.
c.
They can represent an intentional attempt to manipulate a study's results.
d.
When used intentionally, they are excellent filter questions.
e.
They are written in such a way that they basically tell respondents what answer to provide.
ANSWER:
d
RATIONALE:
All of the statements are true except that when used intentionally, they are excellent
filter questions. See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 1:21 AM
DATE MODIFIED:
7/31/2017 1:23 AM
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Page 25
57. Which of the following about questionnaire design is TRUE?
a.
If the early steps in questionnaire design are carefully followed, the questionnaire usually does not need to
be revised.
b.
When designing questionnaires, the researcher should expect to do a good deal of iteration and looping
among the steps.
c.
As a general rule, larger questionnaires are favored over smaller ones because they are less crowded.
d.
All of these are true.
e.
None of these are true.
ANSWER:
b
RATIONALE:
When designing questionnaires, the researcher should expect to do a good deal of
iteration and looping among the steps. See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.07 - Explain the role of pretesting in the questionnaire development process.
DATE CREATED:
7/31/2017 1:23 AM
DATE MODIFIED:
9/20/2017 3:05 PM
58. A pretest of the questionnaire is useful for all of the following reasons EXCEPT
a.
to assess individual questions.
b.
to assess sequence of questions.
c.
to determine interviewer problems with questions.
d.
to determine if data collected are suitable for analysis.
e.
a pretest is useful for all of the above reasons.
ANSWER:
e
RATIONALE:
All of these are reasons for pretests to be useful. See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.07 - Explain the role of pretesting in the questionnaire development process.
DATE CREATED:
7/31/2017 1:25 AM
DATE MODIFIED:
7/31/2017 1:27 AM
59. Which of the following is TRUE when it comes to best practices for determining wording of questions?
a.
Use simple words
b.
Use leading questions
c.
Use unstated alternatives
d.
Use assumed consequences
e.
Use generalizations and estimates
ANSWER:
a
RATIONALE:
Use simple words. See 13-0: Introduction.
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Page 26
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 1:27 AM
DATE MODIFIED:
7/31/2017 1:28 AM
60. A questionnaire using quality paper and printing techniques
a.
is an unnecessary expense.
b.
reflects the importance of the study.
c.
is unimportant in gaining respondent cooperation.
d.
is unimportant to questionnaire design.
e.
causes mistrust in the respondent.
ANSWER:
b
RATIONALE:
A questionnaire using quality paper and printing techniques reflects the importance of
the study. See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.06 - Explain the difference between target information and classification
information and tell which should be asked first in a questionnaire.
DATE CREATED:
7/31/2017 1:29 AM
DATE MODIFIED:
7/31/2017 1:30 AM
61. The purpose of a dummy table is to
a.
create a place to store data collected during the study.
b.
make sure that the study questionnaire is so simple to understand that even a "dummy" could respond.
c.
show how the results of the analysis will be presented.
d.
predict the outcome of the study.
e.
All of these are correct.
ANSWER:
c
RATIONALE:
The purpose of a dummy table is to show how the results of the analysis will be
presented. See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.06 - Explain the difference between target information and classification
information and tell which should be asked first in a questionnaire.
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Page 27
DATE CREATED:
7/31/2017 1:31 AM
DATE MODIFIED:
7/31/2017 1:32 AM
62. The physical appearance of a questionnaire is important in securing respondents' cooperation, particularly for
a.
personal interviews.
b.
mail questionnaires.
c.
telephone interviews.
d.
All of these are correct.
e.
None of these are correct.
ANSWER:
b
RATIONALE:
The physical appearance of a questionnaire is important in securing respondents'
cooperation, particularly for mail questionnaires. See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.02 - List some of the techniques researchers use to secure respondents'
cooperation in answering sensitive questions.
DATE CREATED:
7/31/2017 1:32 AM
DATE MODIFIED:
9/20/2017 3:06 PM
63. Which of the following is FALSE?
a.
One problem with all questionnaires is that a question and the way it is asked will affect the response.
b.
Initial pretests are best done by personal interview.
c.
Second pretests are not necessary if the initial pretest was done properly.
d.
All of these are false.
e.
None of these are false.
ANSWER:
c
RATIONALE:
All of these are true except that second pretests are not necessary if the initial pretest
was done properly. See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.07 - Explain the role of pretesting in the questionnaire development process.
DATE CREATED:
7/31/2017 1:34 AM
DATE MODIFIED:
9/20/2017 3:06 PM
64. Observation forms are generally easier to construct because
a.
they need not follow a logical pattern.
b.
they rely on observer judgment to determine response categories.
c.
response categories need not be exhaustive.
d.
the question and the way it is asked will not influence the respondent's actions.
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Page 28
e.
response categories need not be multichotomous in nature.
ANSWER:
d
RATIONALE:
Observation forms are generally easier to construct because the question and the way it
is asked will not influence the respondent's actions. See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.07 - Explain the role of pretesting in the questionnaire development process.
DATE CREATED:
7/31/2017 1:36 AM
DATE MODIFIED:
7/31/2017 1:38 AM
65. When utilizing observational methods of data collection, which of the following should be specified by the
researcher?
a.
Who should be observed?
b.
What aspects of the purchase should be reported?
c.
When should the observations be made?
d.
Where should the observations be made?
e.
All of these are correct.
ANSWER:
e
RATIONALE:
All of these are true statements. See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.07 - Explain the role of pretesting in the questionnaire development process.
DATE CREATED:
7/31/2017 1:38 AM
DATE MODIFIED:
7/31/2017 1:40 AM
66. In a recent McDonald's survey about new menu items, one question is, "How much do you like the sugar-free apple
pies? Check one: dislike, dislike slightly, do not dislike or like, like slightly, like a great deal." This is an example of a(n)
____ question.
a.
open-ended
b.
double-barrelled
c.
dichotomous
d.
fixed-alternative response
e.
None of these are correct.
ANSWER:
d
RATIONALE:
This is an example of a fixed-alternative response question. See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
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Page 29
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 1:40 AM
DATE MODIFIED:
9/20/2017 3:07 PM
67. Which of the following about observational forms is FALSE?
a.
When using observational forms, interviewer/observer bias may still be a problem.
b.
When constructing an observational form, it is best to loosely define what is to be observed so the observer
is free to react to each individual situation.
c.
One of the most critical things in designing an observational form is to determine which aspects of the
behavior are relevant.
d.
A paper-and-pencil observation form assessing purchasing behavior should parallel the logical sequence of
the purchase act.
e.
All of these are true.
ANSWER:
b
RATIONALE:
All of these statements are true except that when constructing an observational form, it is
best to loosely define what is to be observed so the observer is free to react to each
individual situation. See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.07 - Explain the role of pretesting in the questionnaire development process.
DATE CREATED:
7/31/2017 1:42 AM
DATE MODIFIED:
7/31/2017 1:44 AM
68. The Marketing Research Corporation of America has been hired to administer a series of "yes/no" questions to
shoppers in a local mall. If questions on a survey have only two possible answers (such as "yes/no" questions), this type
of questions are called
a.
open-ended questions.
b.
double-barreled questions and open-ended questions.
c.
close-ended questions.
d.
fixed-alternative response questions.
e.
closed-ended and fixed-alternative response questions.
ANSWER:
e
RATIONALE:
These types of questions are called close-ended and fixed-alternative response questions.
See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
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DATE CREATED:
7/31/2017 1:44 AM
DATE MODIFIED:
9/20/2017 3:08 PM
69. The following is an example of a ____ question. “Should Macy's continue its excellent gift-wrapping program during
Christmas? Yes ____ No ____”
a.
double-barreled question
b.
leading question
c.
sensitive question
d.
open-ended question
e.
None of these are correct.
ANSWER:
b
RATIONALE:
This is an example of a leading question. See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 1:46 AM
DATE MODIFIED:
9/20/2017 3:08 PM
70. The question "How much was the price per gallon of gasoline when you last purchased it at a full-service service
station?" should be avoided because it
a.
is beyond the respondent's ability or experience.
b.
uses a specific example to represent a general case.
c.
asks respondents for specifics when only generalities are likely to be remembered.
d.
is a double-barreled question.
e.
There is nothing wrong with the question.
ANSWER:
c
RATIONALE:
This question should be avoided because it asks respondents for specifics when only
generalities are likely to be remembered. See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 1:48 AM
DATE MODIFIED:
7/31/2017 1:50 AM
71. If you were told that a young monk was rebuffed by his superior when he asked if he could "smoke while he prayed".
A friend advised the monk to ask the question a different way: "May I pray while I smoke?" This illustrates that
a.
questions may be worded to always get a positive response.
b.
questions may be worded so that the response is biased by the question itself.
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c.
questions should be worded to support the interests of the research sponsor.
d.
monks shouldn't smoke.
e.
None of these are correct.
ANSWER:
b
RATIONALE:
This illustrates that questions may be worded so that the response is biased by the
question itself. See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 1:50 AM
DATE MODIFIED:
9/20/2017 3:48 PM
72. Which of the following is NOT included in the recruiting message?
a.
Who you are
b.
Your request for help
c.
How long the survey will take
d.
Demographic questions
e.
Any incentives the respondent may receive
ANSWER:
d
RATIONALE:
All of the following are included in the recruiting message except demographic questions.
See 13-0: Introduction.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.06 - Explain the difference between target information and classification
information and tell which should be asked first in a questionnaire.
DATE CREATED:
7/31/2017 1:52 AM
DATE MODIFIED:
7/31/2017 1:54 AM
73. What type of question is the following: "Do you feel that the quality of electronics manufactured in America are as
good as those manufactured in Japan?"
a.
Double-barreled question
b.
Leading question
c.
Ambiguous question
d.
Sensitive question
e.
All of these are correct.
ANSWER:
b
RATIONALE:
This is an example of a leading question. See 13-0: Introduction.
POINTS:
1
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DIFFICULTY:
Easy
REFERENCES:
Apply
QUESTION TYPE:
Multiple Choice
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 1:55 AM
DATE MODIFIED:
7/31/2017 1:56 AM
74. It’s important to decide on a method of administration as early as possible because choice of method will influence
the number and types of questions, wording and response categories, question sequencing, and so forth.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.01 - Define telescoping error and recall loss and explain how they affect a
respondent's ability to answer questions accurately.
DATE CREATED:
7/31/2017 2:01 AM
DATE MODIFIED:
7/31/2017 2:02 AM
75. In general, it is ideal to capture the needed data using as few questions as possible.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 2:03 AM
DATE MODIFIED:
7/31/2017 2:04 AM
76. Words like any, anybody, best, could, and ever are good words to use in a questionnaire.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
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HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 2:18 AM
DATE MODIFIED:
7/31/2017 2:19 AM
77. 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?"
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 2:19 AM
DATE MODIFIED:
7/31/2017 2:20 AM
78. There is nothing wrong with the following question: "Do you believe McDonald's has fair prices, quality food, and
excellent service?"
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 2:20 AM
DATE MODIFIED:
7/31/2017 2:21 AM
79. There is nothing wrong with the following question: "Do you favor or disapprove of increased military spending next
year, which, as you know, can protect our interests abroad and help us fight the war on terrorism?"
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
QUESTION TYPE:
True / False
HAS VARIABLES:
False
DATE CREATED:
7/31/2017 2:21 AM
Copyright Cengage Learning. Powered by Cognero.
Page 34
DATE MODIFIED:
7/31/2017 2:22 AM
80. Telescoping error is the tendency to remember an event as having occurred more recently than it did.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.01 - Define telescoping error and recall loss and explain how they affect a
respondent's ability to answer questions accurately.
DATE CREATED:
7/31/2017 2:22 AM
DATE MODIFIED:
7/31/2017 2:24 AM
81. Open-ended questions are generally used only at the end of the questionnaire.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 2:24 AM
DATE MODIFIED:
7/31/2017 2:25 AM
82. For many events and behaviors, the best reference time frame to avoid recall loss seems to be between two months
to half a year.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.01 - Define telescoping error and recall loss and explain how they affect a
respondent's ability to answer questions accurately.
DATE CREATED:
7/31/2017 2:25 AM
DATE MODIFIED:
7/31/2017 2:27 AM
83. The words occasionally, sometimes, regularly, and often are considered ambiguous.
Copyright Cengage Learning. Powered by Cognero.
Page 35
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 2:27 AM
DATE MODIFIED:
7/31/2017 2:28 AM
84. The tendency for earlier questions to affect respondent's answers to later questions is called question order bias.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 2:28 AM
DATE MODIFIED:
7/31/2017 2:29 AM
85. The questionnaire pretest serves the same role in a questionnaire design that test marketing serves in new product
development.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.07 - Explain the role of pretesting in the questionnaire development process.
DATE CREATED:
7/31/2017 2:29 AM
DATE MODIFIED:
7/31/2017 2:30 AM
86. Data collection should never begin until you have pre-tested the questionnaire.
a.
True
b.
False
ANSWER:
True
POINTS:
1
Copyright Cengage Learning. Powered by Cognero.
Page 36
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.07 - Explain the role of pretesting in the questionnaire development process.
DATE CREATED:
7/31/2017 2:31 AM
DATE MODIFIED:
7/31/2017 2:32 AM
87. Sensitive questions should always be put first in a questionnaire.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.06 - Explain the difference between target information and classification
information and tell which should be asked first in a questionnaire.
DATE CREATED:
7/31/2017 2:32 AM
DATE MODIFIED:
7/31/2017 2:33 AM
88. Filter questions are regularly used at the start of interviews or questionnaires to determine whether the respondent
is actually a member of the population being studied.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.06 - Explain the difference between target information and classification
information and tell which should be asked first in a questionnaire.
DATE CREATED:
7/31/2017 2:33 AM
DATE MODIFIED:
7/31/2017 2:34 AM
89. Information that the respondent has forgotten creates a type of error called telescoping error.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
Copyright Cengage Learning. Powered by Cognero.
Page 37
LEARNING OBJECTIVES:
13.01 - Define telescoping error and recall loss and explain how they affect a
respondent's ability to answer questions accurately.
DATE CREATED:
7/31/2017 2:35 AM
DATE MODIFIED:
7/31/2017 2:36 AM
90. The most versatile type of question format used by researchers is the open-ended question.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 2:36 AM
DATE MODIFIED:
7/31/2017 2:37 AM
91. The fixed-alternative question doesn't permit individuals to explain their true position.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 2:37 AM
DATE MODIFIED:
7/31/2017 2:38 AM
92. Order bias refers to the potential for responses to be affected by the sequence in which alternatives are presented.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.04 - Explain what the funnel approach to question sequencing is.
DATE CREATED:
7/31/2017 2:38 AM
DATE MODIFIED:
7/31/2017 2:39 AM
Copyright Cengage Learning. Powered by Cognero.
Page 38
93. An open-ended question is framed so as to give the respondent a clue as to how he or she should answer.
a.
True
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 2:42 AM
DATE MODIFIED:
7/31/2017 2:43 AM
94. A question that calls for two responses and creates confusion for the respondent is called a double-barreled
question.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 3:11 AM
DATE MODIFIED:
7/31/2017 3:12 AM
95. The split-ballot technique is the recommended procedure for dealing with response order bias.
a.
True
b.
False
ANSWER:
True
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 3:12 AM
DATE MODIFIED:
7/31/2017 3:13 AM
96. A recall loss error results from the fact that most people remember an event as having occurred more recently than
it did.
a.
True
Copyright Cengage Learning. Powered by Cognero.
Page 39
b.
False
ANSWER:
False
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
True / False
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.01 - Define telescoping error and recall loss and explain how they affect a
respondent's ability to answer questions accurately.
DATE CREATED:
7/31/2017 3:13 AM
DATE MODIFIED:
7/31/2017 3:14 AM
97. Discuss at least five (5) rules researchers should keep in mind in trying to develop bias-free questions.
ANSWER:
Among the rules of thumb that researchers should keep in mind in developing bias-free
questions are (1) use simple words, (2) avoid ambiguous words and questions, (3) avoid
leading questions, (4) avoid unstated alternatives, (5) avoid assumed consequences, (6)
avoid generalizations and estimates, and (7) avoid double-barreled questions.
POINTS:
1
DIFFICULTY:
Easy
REFERENCES:
Understand
QUESTION TYPE:
Essay
HAS VARIABLES:
False
LEARNING OBJECTIVES:
13.03 - List some of the primary rules researchers should keep in mind trying to
develop bias-free questions.
DATE CREATED:
7/31/2017 3:15 AM
DATE MODIFIED:
7/31/2017 3:16 AM

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