Chapter 12: Questionnaire Design
Multiple Choice
1. Which of the following is not characteristic of the questionnaire?
a. formalized schedule for collecting data
b. a unique control device in the data collection process
c. survey instrument
d. set of questions designed to generate data for specific objectives
e. All are characteristic of the questionnaire.
2. Which of the following is not part of the criteria for a good questionnaire?
a. considers the respondent
b. considers the computer hardware tabulating the results
c. provides decision-making information
d. meets data-processing requirements
e. All are part of the criteria for a good questionnaire.
3. Which of the following is not characteristic of open-ended questions?
a. ease of coding and tabulation of results
b. respondents get to reply in their own words
c. answers based on respondent’s frame of reference
d. can be used to interpret closed-ended questions
e. all of the above are characteristic of open-ended questions
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Learning Objective 12.4: To become knowledgeable about the three basic forms of
questions.
4. What type of question is the following?
Which of the following age categories best describes your age?
____0-18 ____19-24 ____25-34 ____35 and over
a. dichotomous question
b. open-ended question
c. multiple choice question
d. scaled question
e. none of the above
5. Probing is especially important when using:
a. dichotomous questions.
b. open-ended questions.
c. closed ended questions.
d. multiple choice questions.
e. none of the above
6. Which type of question does not allow the researcher to perform statistical
analysis?
a. closed ended
b. multiple choice
c. open-ended
d. dichotomous
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Response: See page 346
Ref: Questionnaire Design Process
Learning Objective 12.4: To become knowledgeable about the three basic forms of
questions.
7. Which of the following is an incorrect statement concerning questionnaire layout?
a. Position threatening or sensitive questions last.
b. Allow plenty of space for open-ended questions.
c. Always place demographics questions at the beginning.
d. Position questions that require the most effort in the middle.
e. None of the above is an incorrect statement.
8. Which of the following is not specifically part of the questionnaire evaluation
process?
a. evaluating questionnaire length
b. the necessity of each of the questions
c. getting approval from a client
d. whether questions are needed to accomplish research objectives
e. All are part of the questionnaire evaluation process.
9. Which type of question would be located in the screener?
a. transitional
b. warm up
c. demographic
d. qualifying
e. none of the above
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Learning Objective 12.3: To learn the process for questionnaire design.
10. When a questionnaire asks the respondent to skip question 4 if they answered
“no” to question 3, this is an example of _______.
a. piping
b. editing
c. branching
d. coding
e. none of the above
11. Which of the following is not a true statement concerning questionnaire
development and the Internet?
a. It can be used to facilitate questionnaire development.
b. There is specialized software for online questionnaire development and
implementation.
c. Questionnaires can be delivered to potential respondents via email.
d. Questionnaires can be posted on the market researcher’s website.
e. All of the above are true.
12. Which of the following is a reason for increased costs of survey research?
a. premature termination of the interview
b. adding a security screener
c. trying to reach a qualified respondent
d. None of the above are reasons for increased costs of survey research.
e. All of the above are reasons for increased costs of survey research.
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Ref: Costs, Profitability, and Questionnaires
Learning Objective 12.7: To understand the impact of the questionnaire on data–
collection costs.
13. When a question has only two possible choices, it is referred to as a
_____________question.
a. dichotomous
b. qualitative
c. multiple choice
d. scaled-response
e. none of the above
14. Going through each question to ensure that skip patterns are followed and that
required questions are answered is _______.
a. coding
b. scaling
c. editing
d. closing
e. none of the above
15. “In the space below, please write down your three favorite flavors of ice cream” is
an example of what type of question?
a. scaled response
b. dichotomous
c. open ended
d. closed ended
e. none of the above
150
16. “Do you own a cell phone? ____YES ____NO” is an example of which
type of question format?
a. scaled response
b. dichotomous
c. open ended
d. closed ended
e. none of the above
17. “First National Bank is….. progressive ____|____|____|____|____ backward” is
which of the following question formats?
a. scaled response
b. dichotomous
c. open ended
d. closed ended
e. none of the above
18. A screening question is used to:
a. identify the right type of question for the final questionnaire.
b. check for respondent bias.
c. identify appropriate respondents for the survey.
d. both (b) and (c)
e. none of the above
151
Ans: C
Difficulty: Easy
Response: See page 355-356
Ref: Questionnaire Design Process
Learning Objective 12.3: To learn the process for questionnaire design.
19. Which of the following questions potentially biases the respondents?
a. “We are conducting a study concerning the high quality of First National
Bank services”
b. “Do you shop at a lower class store like Wal–Mart?”
c. “How satisfied are you with McDonald’s food quality and location?”
d. (a) and (b)
e. all of the above
20. A proper layout for a questionnaire is needed to:
a. make it attractive to the respondent.
b. elicit answers that are more carefully thought out and detailed.
c. impose standardization on the questionnaire.
d. compensate for poorly worded questions.
e. all of the above
21. Questions that are sensitive and may embarrass the respondent should be
positioned at the ___________ of the survey.
a. beginning
b. middle
c. end
d. Such questions should not be asked at all.
e. None of the above are correct.
152
Response: See page 357
Ref: Questionnaire Design Process
Learning Objective 12.3: To learn the process for questionnaire design.
22. The pretest of a questionnaire would not be done for:
a. getting the respondent’s reaction to the questionnaire.
b. checking for the appropriateness of the sample of respondents.
c. checking for misinterpretations by respondents.
d. checking for potentially biasing questions.
e. All of the above would be part of a pretest.
23. It is important for surveys to include supervisor’s instructions in order to assist the
_______.
a. client
b. field services firm
c. respondent
d. none of the above
24. Which of the following types of questions would have the highest cost associated
with its interpretation and tabulation?
a. open ended
b. dichotomous
c. multiple choice
d. scaled response
e. The cost would be equal for all.
153
Learning Objective 12.4: To become knowledgeable about the three basic forms of
questions.
25. Which of the following would not be a good practice regarding question
sequencing?
a. general questions at the end
b. general questions at the beginning
c. sensitive questions at the end
d. questions requiring work in the middle
e. none of the above
26. A researcher wants to develop a questionnaire that asks users of the product
different questions than non-users. What technique should s/he use to accomplish
this?
a. open-ended questions
b. piping
c. branching
d. non-response
27. _______________ integrates responses from a question into later questions.
a. piping
b. editing
c. branching
d. coding
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Learning Objective 12.2: To become familiar with the criteria for a good
questionnaire.
28. In the questionnaire design process, what is the first step?
a. Determine the data-collection method
b. Determine the question response format
c. Decide on question wording
d. Determine the survey objectives, resources, and constraints
29. Probes fall into three distinct categories. What are the categories?
a. Proactive, reactive, inactive
b. Proactive, reactive, spontaneous
c. Reactive, active, spontaneous
d. Proactive, spontaneous, inactive
30. __________ is achieved by avoiding ambiguous terminology, using reasonable,
vernacular language adjusted to the target group, and asking only one question at
a time.
a. Leadership
b. Clarity
c. Precision
d. None of the above
True /False
31. In the marketing research process, the questionnaire precedes survey objectives
and comes after data analysis.
32. A questionnaire developed for adults should not be modified for a study with
children.
33. Once the questionnaire has been designed and pretested, the researcher can decide
on how the data will be collected.
34. Survey objectives should utilize abbreviations and slang.
35. Closed-ended questions require less time to prepare for data processing than
open-ended questions.
36. A yes-no question is an example of a dichotomous question.
37. One of the characteristics that separates multiple choice questions from scaled
questions is that scaled questions attempt to capture the intensity of the
respondent’s feelings.
38. Screening questions are used to determine if someone is qualified to participate in
a study.
39. Counterbiasing statements are typically made near the beginning of a survey.
40. Preparing the final questionnaire copy is the last step in the questionnaire design
process.
41. Open-ended questions provide more detailed information than scaled questions.
42. Open-ended questions, by their nature, do not need to be coded for data analysis.
43. A researcher who wants to know consumers’ perceptions of the taste and
temperature of a restaurant’s food should combine these attributes into a single
question.
158
Ref: Questionnaire Design Process
Learning Objective 12.4: To become knowledgeable about the three basic forms of
questions.
44. When writing a questionnaire, it is often effective to use industry jargon.
45. A lower incidence population would cost more money to reach than a higher
incidence population.
46. Laddering interviews are typically used to provide an in-depth understanding of
how consumers relate to a brand by delving into hidden, preconscious factors that
influence purchase.
47. In a survey, there should never be a model introduction/opening and closing.
48. Today, Facebook can be used as a survey research platform.
Essay Questions
49. Comment on each problem you find in the short questionnaire that follows. Then
revise the questionnaire so that it is reliable.
Objective of the questionnaire: to determine respondent buyer intentions
regarding the purchase of a new car.
1. Please indicate your income: _____________________
2. When will buy your next car? ____________
3. Age Category: ___0-18 ___19-24 ___35-44 ___45 & over
4. How much will spend on your next car? ___________
5. List the types of cars you will consider in your next purchase:
_______________________
_______________________
_______________________
6. What is the make and model of your present car? __________________
50. Why do open-ended questions require more time (and money) to evaluate than
closed-ended questions?
160
Difficulty: Medium
Response: See pages 344-346
Ref: Questionnaire Design Process
Learning Objective 12.4: To become knowledgeable about the three basic forms of
questions.
51. In questionnaire design, what is a “skip pattern?” Provide an example to illustrate
your answer.
52. Suppose the major attributes for iPad-type devices are as follows: 1) ability to
download books; 2) ability to connect to the Internet; 3) backlit non-glare screens
that you can read outside on a sunny day; 4) priced under $250; and 5) ability to
dock with a jump drive. Management wants to know which attributes are
considered most important by potential consumers. Construct a question to meet
such an objective.
53. What are Field Management Companies and when are they cost effective?
161
They are cost effective when they can provide services for companies so that their
high paid consultants can concentrate on the functions that require their expertise.
Difficulty: Medium
Response: See pages 362-363
Ref: Field Management Companies
Learning Objective 12.7: To understand the impact of the questionnaire on data
collection costs.