1. Which of the following statements is true of pilot studies?
E. They are studies that require a minimum of 1,000 respondents.
2. A _____ is a descriptive research activity representing a small-scale investigation of 5 to
30 subjects that are representative of the main study’s defined target population but focus on a
specific subcomponent of the main study.
A. median
3. A firm is examining its data requirements to achieve the objectives of its research study.
The management team determines that in order to get the needed data, it cannot use an
observation method. Instead, it will have to do a mail survey. The team is most likely in which
step of the questionnaire design process?
A. Confirming research objectives
4. Which of the following statements is true of unstructured questions?
E. They include two or more different attributes or issues but allow the respondents to comment
on only a single issue.
5. _____ are open-ended questions that enable respondents to reply in their own words.
A. Double negative questions
6. Which of the following is true of structured questions?
E. They are open-ended questions that enable respondents to reply in their own words.
7. On a survey, a student comes across a question that asks, “To what extent did you find
marketing and accounting courses useful?” This question is (most closely) an example of a(n):
A. incomprehensible question.
8. “Do you have a brother or a sister? If not, please ignore question 6 and proceed.” This is
an example of a(n):
A. instructive question.
9. Which of the following statements is true of the skip questions used in questionnaires?
A. They are used to screen the respondents of surveys.
10. While filling out a survey, a respondent comes across a statement that reads: “This
survey is almost complete. There are only a few questions left.” This statement is an example of
a(n):
E. skip phrase.
11. In questionnaires, screening questions are used to:
E. eliminate or at least minimize response order bias.
12. Which of the following is true of respondents’ behavior while answering questionnaires?
A. Respondents generally answer the demographic questions early in the survey while they are
still “fresh.”
13. With online surveys, response order bias is not a problem because:
A. the sequence of presentation of questions can be randomized.
14. _____ is present in survey responses when the answers given by respondents to the
independent and dependent variable questions are falsely correlated.
A. Response order bias
15. Which of the following statements is true of questionnaires?
A. Questions are asked in a natural specific–to-general order to reduce the potential for
sequence bias.
16. After preparing a questionnaire but before submitting it to the client for approval, the
researcher should:
A. be aware of the number of attempts to contact respondents and complete a questionnaire.
17. In online surveys, calculating response rates can be a problem due to the:
A. close interaction of researchers with data collection vendors to identify and target
participation from specific groups.
18. Which of the following is true of a pretest?
A. The pretest form serves as a blueprint for training people on how to execute the interviewing
process in a standardized fashion.
19. Which of the following statements is true of the role of cover letters?
E. They serve as a blueprint for training people to complete the interviewing process of a study
in a consistent fashion.
20. A researcher is in the process of putting together a blueprint for training people to
complete the interviewing process in a consistent fashion. The researcher is most likely
developing a:
E. quota sheet.
21. Equipment and facility requirements are typically mentioned in the:
E. quota sheet.
22. An interviewer asks a person if he has traveled to foreign countries. The interviewee
replies that he has not traveled to foreign countries. Based on this response, the interviewer
decides to exclude him from his study. In this scenario, in order to exclude the interviewee from
the study, the interviewer has used a(n) _____.
A. rating card
23. Susan meets the necessary requirements for inclusion in a survey. Yet she is not included
in the survey. Which of the following supplemental documents might have been used by the
interviewer to exclude her from the sample?
A. Rating cards
24. Which of the following statements is true of the role of quotas in surveys?
A. They are used to evaluate the efficiency of interviewers.
25. Call records are used to:
E. create double-barreled questions that can be used in an unstructured way.
26. Despite advances in communication systems, the Internet, and software, the principles
behind designing questionnaires remain essentially unchanged.
27. The first step in the process of designing a questionnaire is to select the appropriate data
collection method.
28. Before beginning the process of designing a questionnaire, the researcher must obtain
initial client approval.
29. In quantitative surveys, unstructured questions are used much more often than structured
questions.
30. Questions related to income are considered sensitive in nature.
31. Asking questions in a natural general-to-specific order reduces the potential for sequence
bias.
32. Questionnaires should be designed to eliminate or at least minimize response order bias.
33. It is difficult to use screening questions in computer–assisted surveys.
34. It is easier to calculate response rates for online surveys than for phone surveys.
35. For online questionnaires, the length of answer in open-ended questions is unaffected by
the size of the response box.
36. One should avoid asking questions using a different measurement format in the same
section of the questionnaire.
37. Complex formats or designs can ensure reliable and valid results.
38. If pretesting reveals that respondents have skipped a lot of questions or are circling the
same answer for all questions within a group, it is a sign of possible boredom or tiring on the part
of the respondent.
39. The process of implementing a survey is standard whether the survey is self-administered
or interviewer-completed.
40. A cover letter is typically used with self-administered questionnaires only.
41. Self-administered surveys have very high response rates.
42. A supervisor instruction form serves as a blueprint for training people to complete the
interviewing process in a consistent fashion.
43. The number of interviewers required in a study is typically mentioned in the cover letter.
44. Quotas are used to estimate the efficiency of interviewing.
45. Information gathered from contact records includes length of time of the interview,
completions by quota categories, number of terminated interviews, reasons for termination, and
so on.
46. Discuss the advantages and disadvantages of unstructured questions as compared to
structured questions.
47. In what ways can a researcher frame “bad questions”?
48. What are the two functions performed by a transition phrase in a survey?
49. Describe the response order bias and the common methods variance.
50. What is the purpose of pretesting a survey?