Book Title
Basic Marketing Research: Using Microsoft Excel Data Analysis 3rd Edition

978-0135078228 Chapter 8 Solution Manual

June 7, 2019
1. What is a questionnaire and what are the functions of a questionnaire?
A questionnaire is the vehicle used to pose the questions that the researcher desires
respondents to answer. The functions of a questionnaire are as follows:
2. Distinguish between questionnaires and observation forms.
When we conduct surveys, the form is referred to as a questionnaire because the
3. What is meant by the statement that questionnaire design is a systematic process?
Questionnaire design is a systematic process in which the researcher contemplates
various question formats, considers a number of factors characterizing the survey at
4. What is meant by question bias? Write two biased questions using some of the words
to avoid described in Table 8.1. Rewrite each question without using the problem
Question bias is defined as the ability of a question’s wording or format to influence
respondents’ answers. There are 10 “bad” words described in Table 8.1 (All, Always,
Here are possible examples:
Bad wording: Do you always read the newspaper in the morning?
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5. What are the four guidelines or “do’s” for question wording?
The question should be: (1) focused, (2) simple, (3) brief, and (4) crystal clear.
6. What are the four “don’ts” for question wording? Describe each.
Do not lead the respondent to a particular
Do not use words that overstate the
7. What is the purpose of a questionnaire introduction, and what things should it
The functions of the questionnaire introduction are contained in Table 8.2. They are:
8. Distinguish anonymity from confidentiality.
Anonymity is where the respondent is assured that neither the respondent’s name nor
any identifying designation will be associated with his or her responses.
9. Indicate the functions of (a) screening questions, (b) warm-ups, (c) transitions, (d)
skip questions, and (e) classification questions.
Type Description
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Complicated and difficult-to-answer
10. List at least three features of computer-assisted questionnaire design programs that
are more advantageous to a questionnaire designer than the use of a word processor
There are at least four distinct advantages of computer-assisted questionnaire design
11. What is coding and why is it used? Relate the special coding needed with “all that
apply” questions.
Coding is the use of numbers associated with question response options to facilitate
A check all that apply question is just a special case of a “yes” or “no” question, so
12. What is the purpose of a pretest of the questionnaire and how does a researcher go
about conducting a pretest?
A pretest involves conducting a dry run of the survey on a small, representative set of
respondents in order to reveal questionnaire errors before the survey is launched.
Before the questions are administered, participants are informed of the pretest, and
13. The Marketing Club at your university is thinking about undertaking a moneymaking
project. All coeds will be invited to compete, and twelve will be selected to be in the
“Girls of (insert your school) University” calendar. All photographs will be taken by
a professional photographer and tastefully done. Some club members are concerned
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about the reactions of other students who might think that the calendar will degrade
women. Taking each of the “don’ts” of question wording, write a question that would
tend to bias answers such that the responses would tend to support the view that the
calendar is degrading. Indicate how the question is in error, and provide a version
that is in better form.
Do not lead the respondent to a particular answer
Do not have loaded wording or phrasing
Do not use double-barreled questions
Do not use words that overstate the condition
14. Using the Internet, find a downloadable trial version of a computer-assisted
questionnaire design program and familiarize yourself with it. With each of the
following possible features of computer-assisted questionnaire design programs,
briefly relate the specifics on how the program you have chosen provides the feature.
a. Question type options
b. Question library
Note: Some questionnaire design companies have moved to Internet-based systems
that require no or minimal downloading of program files, so students may simply use
“trial” or “examination” user privileges. The specific questionnaire design software
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15. Panther Martin invents and markets various types of fishing lures. In an effort to
survey the reactions of potential buyers, the company hires a research firm to
intercept fishermen at boat launches, secure their cooperation to use a Panther
Martin lure under development sometime during their fishing trip that day, meet them
when they return, and verbally administer questions to them. As an incentive, each
respondent will receive three lures to try that day, and five more will be given to each
fisherman who answers the questions at the end of the fishing trip.
What opening comments should be verbalized when approaching fishermen who are
launching their boats? Draft a script to be used when asking these fishermen to take
part in the survey.
Students should apply the guidelines pertaining to introductions listed and described
in Table 8.2. The five guidelines are:
There is no need to use disguise; in fact, use of Panther Martin’s name may increase
Here is a sample script.
Case 8.1 The Steakstop Restaurant: What Is Wrong with These Questions?
Case Objective: Students must identify and correct wording errors in questions on the
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Answers to Case Questions
Carefully go over each question and identify what type of error was made. Then, correct
the error using the “do’s” and “don’ts” of question wording.
Following are the errors and corrections provided by the case writer, Professor Tulay
1. “What meal did you choose? If steak, press 1. If seafood, press 2. If chicken, press 3.
If sandwich, press 4.”
2. “Did you order one of our fantastic appetizers that everyone is raving about? If yes,
press 1. If no, press 2.”
2a. “How would you rate the quality of our appetizers? If good, press 1. If very good,
press 2. If excellent, press 3. If exceptional, press 4.”
Error: Unsymmetrical and biased scale
3. “Were you pleased with the exceptional taste of your meal? If yes, press 1. If no,
press 2.”
Error: Leading question
4. “Please rate your hot and tasty meal based on your satisfaction. If good, press 1. If
very good, press 2. If excellent, press 3. If exceptional, press 4.
Error: Double-barreled and leading question, and bad scale
5. “All of our health-conscious customers consider the portion size of our meals to be
ideal. Do you? If yes, press 1. If no, press 2.”
Error: Loaded question
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6. “Was your server attentive and responsive to your needs? If yes, press 1. If no, press
7. “What does our competitor, Beef-O-Rama, charge for a complete meal? If under $15,
press 1. If between $15 and $20, press 2. If over $20, press 3.”
Error: Vague question. It is hard for the respondent to answer this question because a
complete meal can consist of a single or multiple menu items. It also assumes that the
Case 8.2 Integrated Case: Advanced Automobile Concepts
Case Objective: Students must design a questionnaire that addresses the objectives of
the integrated case.
Answers to Case Questions
Go over the needed integrated case facts and information imparted to you in previous
chapters and design an online survey questionnaire for Advanced Automotive Concepts.
There are a great many ways that the questionnaire can be designed; however, the
important features are:
Qualifying question
Warm-up questions that are related to research objectives
Use of interval scales wherever possible and appropriate
Use of sections approach to keep related topics together
Demographics at the end
Following is a sample questionnaire developed for Advanced Automobile Concepts
integrated case. This set of questions and scales is, in fact, the one that was used for the
integrated case SPSS data set that will be referred to in the analysis chapters and that
students will use for Advanced Automobile Concepts case questions at the end of the
analysis chapters. Note: Alert students may catch the comment in an earlier integrated
case that the online panel company being used has a database of demographic,
possessions, media usage, and other variable on every panel member. So, these questions
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may not appear on their questionnaires.
This survey is being conducted for an automobile manufacturer seeking to develop new
models of automobiles using synthetic or alternative fuel sources. It studies your opinions
about global warming and gasoline usage as well as your reactions to some possible new
automobile models.
To begin, tell us a little about yourself.
1. What is your favorite television show type? (Select only one.)
2. What is your favorite radio genre? (Select only one.)
3. What is your favorite magazine type? (Select only one.)
4. What is your favorite local newspaper section? (Select only one.)
Next, how do you feel about global warming, gasoline usage, and gasoline prices?
Indicate your degree of agreement or disagreement to each of the following statements.
(Note: The scale for each question is: Very strongly disagree, Strongly disagree, Disagree,
Neither disagree nor agree, Agree, Strongly Agree, Very strongly agree.)
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Now, indicate on a scale of 0 to 100 percent, the probability of you making each of the
following automobile purchases in the next three years.
1. Probability of buying a very small (one-seater) hybrid auto
2. Probability of buying a small (two-seater) hybrid auto
How do you feel about some possible new types of hybrid automobiles?
1. Super cycle one-seater; 120+ mpg city
2. Runabout Sport two-seater; 90 mpg city, 80 mpg highway
Below are descriptions of various types of people. For each description, indicate how
1. Novelist—very early adopter, risk taker, “way out,” “show off,” want to be unique
and extraordinary
2. Innovator—early adopter, less risk taker than novelist, but into new technology; likes
new products, but not “show offs”
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1. What is the size of your home town or city?
2. What is your gender?
3. What is your marital status?
4. What is the number of people in household? _____________
5. What is your age category?
6. What is your highest level of education?
7. Which of the following job categories best describes you?
8. What is your household income level?
9. What is your primary dwelling type?
10. What is your primary vehicle price type?
11. What is your primary vehicle type?
12. Which of the following best describes your typical type of commute to work?
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall