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Chapter 12: Questionnaire Design
Multiple Choice
1. A set of questions intended to generate data necessary to achieve the objectives of a
research project is called a(n):
a. probe.
b. discussion guide.
c. panel survey.
d. questionnaire.
e. personal interview.
2. What is the first step in the design of a questionnaire?
a. Evaluate the questionnaire
b. Determine the survey objectives, resources, and constraints
c. Obtain approval of the questionnaire by all relevant parties
d. Determine the data collection method
e. Determine the question response format
3. A survey question to which the respondent replies using her own words is what type of
question?
a. Probe
b. Dichotomous
c. Closed-ended
d. Open-ended
e. Multiple-choice
4. What type of question is the following: “Who was your favorite character in the movie
you saw yesterday?”
a. Probe
b. Dichotomous
c. Closed-ended
d. Open-ended
e. Multiple-choice
5. What type of question is the following: “Why did you decide to attend Webster
University?”
a. Probe
b. Dichotomous
c. Closed-ended
d. Open-ended
e. Multiple-choice
6. In a personal interview situation, when an interviewer asks the interviewee: “How did
the pizza you ate yesterday taste?”, and the respondent says: “It tasted pretty good,” and
then the interviewer asks: “What do you mean by ‘pretty good’”? What type of question
does the latter question represent?
a. Closed-ended
b. Probe
c. Multiple-choice
d. Open-ended
e. Dichotomous
7. In a personal interview situation, when the interviewer is not sure what the interviewee
meant when answering a question and then says to the interviewee: “Tell me more about
what you mean by that.” What type of question is the latter question?
a. Multiple-choice
b. Closed-ended
c. Open-ended
d. Dichotomous
e. Probe
8. In a personal interview situation, when the interviewer says: “Tell me more about that,”
what type of comment is this?
a. Closed-ended
b. Dichotomous
c. Probe
d. Multiple-choice
e. Screener
9. When an interviewer in a personal interview situation shows a 3” x 5” card to the
interviewee with six categories of age groups listed on the card, and asks the interviewee:
“Please tell me which of these age categories applies to you,” what type of question is
this?
a. Multiple-choice
b. Probe
c. Open-ended
d. Screener
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e. Dichotomous
10. What type of question is the following: “Do you agree or disagree that the Mayor of St.
Louis is doing a good job as Mayor?”
a. Open-ended
b. Probe
c. Screener
d. Dichotomous
e. Prompter
11. What is the flaw in the following question:
What was your total annual income last year from all sources?
Above $60,000
$50,000 – $60,000
$40,000 – $50,000
$30,000 – $40,000
Below $30,000
a. The highest income figures are incomplete.
b. The choices are not mutually exclusive.
c. The question violates the respondent’s right to privacy.
d. It is unethical to ask this question.
e. The lowest income figures are incomplete.
12. Suppose that a personal interviewer asks a respondent during a taste test of a new cake
product: “How did you like the taste and smoothness of the cake?” What is the flaw in
this question?
a. This is a leading question.
b. This is a loaded question.
c. This is a double-barreled question.
d. This is an unfair question.
e. This is a biased question.
13. What type of question is the following: “Should Macy’s department store continue its
excellent return policy for its customers?”
a. This is a loaded question.
b. This is a double-barreled question.
c. This is an ambiguous question.
d. This is a leading question.
e. This is an unfair question.
14. What type of question is the following: “Have you purchased a high-quality RCA
television set in the past year?”
a. This is a loaded question.
b. This is a double-barreled question.
c. This is an ambiguous question.
d. This is a leading question.
e. This is an unfair question.
15. Suppose that there is a shopping mall interview situation in which the interviewer wants
to find respondents who have been snow skiing in the past year so that she can ask them
questions about what type of equipment they prefer. She approaches a shopper, and after
introducing herself and explaining the purpose of the study, she asks: “Have you been
snow skiing in the past year?” What type of question is this?
a. Multiple-choice
b. Screener
c. Leading
d. Open-ended
e. Probe
True/False
16. The primary purpose of a survey is to provide information to a marketing manager to
help that manager to make a decision.
17. Screening questions are used to estimate the budget cost for a survey study.
18. A survey study should always include a pretest of the survey questions.
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19. Most mall intercept studies are conducted by field service companies.
20. In survey research, the basic determinants of the estimated cost of the project are the
questionnaire and the incidence rate.