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Copyright?2012PearsonEducation,Inc.
AdvertisingResearch:TheoryandPractice,2e(Davis)
Chapter13QuestionnaireDesign
1)Thebestwaytoavoiderrorsinconstructingaquestionnaireistotakea________approach.
A)controlled
B)pragmatic
C)systematic
D)realistic
Answer:C
PageRef:324
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
2)Theprocessofquestionnairedevelopmentstartswithtwosimultaneoustasks.Oneistodeterminethedatacollectionmethod.Thesecondistodetermine________.
A)samplecharacteristics
B)theneedfordisguise
C)theprocesswhichwillbeusedtopre-testthequestionnaire
D)thescheduleforinternalandclientreview
Answer:B
PageRef:324
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
3)Itisnotnecessarytocustomizeaquestionnaireforthespecificmethodwhichwillbeusedfordatacollection;aquestionnairewrittenforatelephoneinterviewwillworkjustaswellwhenusedasaself-administeredquestionnaire.
Answer:FALSE
PageRef:325
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
4)Questionnaire________referstotheextenttowhichthepurposeand/orsponsoroftheresearchisknowntotherespondent.
A)disguise
B)format
C)bias
D)integration
E)observation
Answer:A
PageRef:325
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
5)A(n)________questionnairehidesthepurposeand/orsponsoroftheresearchfromtherespondent.
A)constrained
B)undisguised
C)pragmatic
D)disguised
Answer:D
PageRef:325
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
6)A(n)________questionnaireallowstherespondenttodiscernthepurposeand/orsponsoroftheresearch.
A)constrained
B)undisguised
C)pragmatic
D)disguised
Answer:B
PageRef:325
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
7)Thedecisionwhetherornottodisguiseaquestionnaireisprimarilyinfluencedbytheextenttowhichitisbelievedthatarespondentwillprovidebiasedanswersiftheresearchsponsorand/orpurposeisknown.
Answer:TRUE
PageRef:325
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
8)Thefirstsectionofaquestionnairecontainsthemainbodyofinformationquestions.
Answer:FALSE
PageRef:326
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
9)WhichofthefollowingisNOTamaincomponentofaquestionnaire?
A)directionsfordataanalysis
B)screener
C)mainbodyofinformationquestions
D)classificationquestions
Answer:A
PageRef:326
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
10)Thequestionnaire________explainsthepurposeandgoalsoftheresearchandasksforrespondentparticipation.
A)screener
B)introduction
C)classificationquestions
D)synopsis
Answer:B
PageRef:326
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
11)Thestatement"Yourresponseswillbekeptconfidential."ismostlikelytobefoundinthequestionnaire________.
A)screener
B)introduction
C)addendum
D)closing
E)titlesection
Answer:B
PageRef:326
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
12)Thestatement"Wewouldgreatlyappreciateyousharingyourthoughtsandopinions."ismostlikelytobefoundinthequestionnaire________.
A)screener
B)introduction
C)addendum
D)closing
E)titlesection
Answer:B
PageRef:326
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
13)Accordingtothetext,whichofthefollowingisNOTpartofaquestionnaireintroduction?
A)animplicitorexplicitreferencetotheimportanceoftheresearch
B)reassurancethatthetaskofparticipatingwillnotbedifficult
C)arequestfortruthfulanswers
D)anexplanationoftheincentiveifoneisbeingused
Answer:D
PageRef:326
Difficulty:Difficult
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
14)Inwhichtypeofquestionnaireistheintroductionlikelytobelongerandmoredetailed?
A)Mail
B)Telephone
Answer:A
PageRef:326
Difficulty:Easy
LearningObj.:LO2
Classification:Application
15)Thebestwaytodescribeascreeneristhatitworkslikea(n)________.
A)gate
B)train
C)stadium
D)apartment
Answer:A
PageRef:327
Difficulty:Moderate
LearningObj.:LO2
Classification:CriticalThinking
AACSBStandard:ReflectiveThinkingSkills
16)Thetwostatementsbelowrefertoaquestionnairescreener.
I. Theprimaryfunctionofascreeneristodistinguishbetweenthosewho
shouldbeincludedintheresearchfromthosewhoshouldnotbeincluded.
II. Theendresultofthescreenerisaninvitationtoparticipateintheresearchfor
allthosewhoqualify.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:C
PageRef:329
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
17)Ifthescreenerisrelativelyshort,thenitisallowabletoincludeadditionalquestionsofinterest,evenifthesequestionsdonotdistinguishtargetfromnontargetindividuals.
Answer:FALSE
PageRef:330
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
18)Thetwostatementsbelowrefertoquestionnaireorganization.
I. Whenthinkingaboutthemainbodyofquestionsinaquestionnaire,itisalways
besttogetthehardestquestionsoutofthewayfirst.
II. Whenthinkingaboutthemainbodyofquestionsinaquestionnaire,allofthe
questionsonthesametopicshouldbegroupedtogether.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:B
PageRef:330
Difficulty:Difficult
LearningObj.:LO1
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
19)Thestatementsbelowrefertothemainbodyofquestionsinaquestionnaire.
I. Whenthinkingaboutthemainbodyofquestionsinaquestionnaire,withina
specifictopicitisbesttobeginwiththemostgeneralquestionsmovinglaterto
themorespecificquestions.
II. Whenthinkingaboutthemainbodyofquestionsinaquestionnaire,sensitive
questionsshouldgenerallybeaskedearlierinthequestionnaire.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:A
PageRef:330
Difficulty:Difficult
LearningObj.:LO1
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
20)Whenthinkingaboutthemainbodyofquestionsinaquestionnaire,themostimportantquestionsshouldbeaddressed________thequestionnaire.
A)earlierin
B)laterin
C)inthemiddleof
Answer:A
PageRef:330
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
21)________questionstypicallyconcludethequestionnaireandcollectrelevantdemographic,brandusageorbehavioralquestionsnotcollectedaspartofthescreenerormainbodyofthequestionnaire.
A)Category
B)Clarifying
C)Classification
D)Clique
Answer:C
PageRef:331
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
22)Questionsrelatedtoarespondentsage,genderandincome(ifnotcollectedonthescreener)wouldbeplacedinthe________ofthequestionnaire.
A)beginning
B)end
C)middle
Answer:B
PageRef:331
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
23)Thetextidentifiesthreeissueswhichmustbeconsideredwhenaresearcherbeginstophysicallyconstructthequestionnaire.Theseissuesrelateto:(1)visualappearance,(2)transitions,and(3)________.
A)interviewer/respondentinstructions
B)thepaperthequestionnairewillbeprintedon
C)clientapproval
D)proceduresfordetermininglayoutreliabilityandvalidity
Answer:A
PageRef:331
Difficulty:Moderate
LearningObj.:LO3
Classification:Application
24)Aresearcherneedstobeveryconcernedaboutthevisualappearanceof________questionnaires.
A)self-administered
B)telephone
C)interviewer-administered
Answer:A
PageRef:331
Difficulty:Easy
LearningObj.:LO3
Classification:Conceptual
25)Thetextpresentsseveralrecommendationsforself-administeredquestionnaires.WhichofthefollowingwasNOTarecommendation?
A)Use14#paperorheavierpaperstock
B)Keepresponsecodingunobtrusive
C)Becertaintodistinguishquestionsfromresponses
D)Donotcontinuequestionsacrosscolumnsorpages
Answer:A
PageRef:332,333
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
AACSBStandard:MulticulturalandDiversityUnderstanding
26)Inanonlinequestionnaire,picturescanbeusedtoaddvisualappealeveniftheydonothavearealandmeaningfullinktothequestionbeingasked.
Answer:FALSE
PageRef:334
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
27)Witteconductedresearchtodetermineviewstowardendangeredspecies.Respondents'viewsweremoresupportiveofendangeredspeciesprotectionwhenpicturesof________.
A)animalswerenotpresent
B)non-endangeredspecieswerepresent
C)endangeredspecieswerepresent
Answer:C
PageRef:334
Difficulty:Difficult
LearningObj.:LO3
Classification:Conceptual
28)Thefollowingtwostatementsrefertoonlinequestionnaires.
I. Whencreatinganonlinequestionnaire,allofthequestionsshouldappear
onthesamewebpagewhenthequestionnaireisrelativelyshort.
II. Onrelativelylongonlinequestionnaires,thedropoutrateincreasesdramatically
afterthethirdpage.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:A
PageRef:334
Difficulty:Moderate
LearningObj.:LO3
Classification:Application
AACSBStandard:AnalyticSkills
29)Thefollowingtwostatementsrefertoonlinequestionnaires.
I. Whenusinganopen-endedquestiononanonlinequestionnaire,the
lengthofarespondent'sanswerisgenerallyunrelatedtothesizeofthespace
providedfortypingtheanswer.
II. Withregardtoonlinequestionnaires,thereisasignificantrelationshipbetween
howinputboxesarelabeledandthequalityofdataprovided.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:B
PageRef:334
Difficulty:Moderate
LearningObj.:LO3
Classification:Application
AACSBStandard:AnalyticSkills
30)Withregardtoonlinesurveys,allresponseformatsforclosed-endedquestionsareequivalentandwillprovideidenticaldata.
Answer:FALSE
PageRef:335
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
31)Couperrecommendsavoiding________inonlinesurveys.
A)radiobuttons
B)scrollingdropdownboxes
C)dropboxesforwell-knowntargetanswers(forexample,yourcountryofresidence)
Answer:B
PageRef:335
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
32)Allonlinesurveycompaniespresentthesamequestiontypeinthesameway.
Answer:FALSE
PageRef:335
Difficulty:Easy
LearningObj.:LO3
Classification:Conceptual
33)Whichquestiontypeisnotlikelytobeavailableatallonlinesurveycompanies?
A)single-selectionmultiplechoice
B)checklist
C)ratingscale
D)constantsum
Answer:D
PageRef:335
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
34)________aretheconversational,connectivematerialthatprovideasenseofflowandcontinuitytothequestionnaire.
A)Transitions
B)Transparentstatements
C)Lucidstatements
D)Declaratorystatements
Answer:A
PageRef:335
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
35)Considerthetwoquestionswithinterviewerinstructionsshownbelow.
I. Whatareyourfeelingstowardtheadvertisementyoujustsaw?
Interviewer:Makecertaintoproberesponses
II. Whatareyourfeelingstowardtheadvertisementyoujustsaw?
Interviewer:PROBEresponses.
III.Whatareyourfeelingstowardtheadvertisementyoujustsaw?
PROBERESPONSES
Which,ifany,is/aretherecommendedway(s)toprovideinstructionstotheinterviewer?
A)I
B)II
C)III
D)Allthreeapproaches(I,IIandIII)areequallyacceptable
Answer:C
PageRef:337
Difficulty:Difficult
LearningObj.:LO3
Classification:Synthesis
AACSBStandard:ReflectiveThinkingSkills
36)Youarecreatingaskippatternforaseriesofquestions.Thosewhoanswer"yes"toQ1continuewithQ2.Thosewhoanswer"no"toQ1skiptoQ3.TherecommendedwaytoshowtheskippatternforQ1is:
1.Didyoueatanypizzayesterday?
Yes
No>SKIPTOQ3
Answer:FALSE
PageRef:337
Difficulty:Moderate
LearningObj.:LO3
Classification:Application
AACSBStandard:AnalyticSkills
37)Whendevelopingseveralonlinequestionnaires,itispossibletoskipfromonequestionnairetoanother.
Answer:TRUE
PageRef:338
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
38)Questionnairereviewbytheclientpriortopretestingisa(n)________stepinthequestionnairedevelopmentprocess.
A)unrecommended
B)importantandrecommended
C)optional,butnotrecommended
D)time-consumingandunnecessary
Answer:B
PageRef:339
Difficulty:Easy
LearningObj.:LO4
Classification:Conceptual
39)Pretestingisa(n)________stepinthequestionnairedevelopmentprocess.
A)unrecommended
B)importantandrecommended
C)optional,butnotrecommended
D)time-consumingandunnecessary
Answer:B
PageRef:339
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
40)Thetextdiscussesareasoffocusforaquestionnairepretest.Howmanyoftheareasshownbelowareproblemsthatshouldbenotedduringpretesting?
-Problemswithadministration
-Problemswithtypefontandpaperstock
-Problemsrelatedtoresponseoptions
-Problemsrelatedtoquestiondemands
A)1
B)2
C)3
D)4
Answer:C
PageRef:340
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
41)________interviewsaresuggestedbythetextasthebestwaytopretestaquestionnaire.
A)Creative
B)Cognitive
C)Compulsory
D)Complex
Answer:B
PageRef:340
Difficulty:Easy
LearningObj.:LO3
Classification:Conceptual
42)The"think-aloud"methodisaformof________interview.
A)Creative
B)Cognitive
C)Compulsary
D)Complex
Answer:B
PageRef:340
Difficulty:Easy
LearningObj.:LO4
Classification:Conceptual
43)Materialssenttoafieldserviceshouldalwaysbeaccompaniedbyacoverletterthatprovidesdetailedinformationontheresearch,commitments,agreements,andparticularsofthemethodology.
Answer:TRUE
PageRef:342
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
44)TheVERBcampaignwasabletousethesamequestionnaireforboththeirchildandparentsamples.
Answer:FALSE
PageRef:342
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
45)Describethedifferencebetweenadisguisedandundisguisedquestionnaire.Provideanexampleofwheneachtypeofquestionnaireisbestused.
Answer:Undisguisedquestionnairesmakethepurposeandsponsoroftheresearchexplicittotherespondent,oftenthroughthequestionnaire'sintroductionorthewordingandfocusofspecificquestions.Disguisedquestionnairesprovideageneraloverviewoftheresearchbuthidemoredetailedinformationonresearchgoalsandsponsorfromtherespondent.
ResearchfocusedonattitudestowarddeepseaoildrillingsponsoredbyBPwouldlikelyuseadisguisedquestionnaire.ThesameresearchsponsoredbytheU.S.governmentwouldlikelyuseanundisguisedquestionnaire.
PageRef:325
Difficulty:Moderate
LearningObj.:LO1
Classification:Application
AACSBStandard:AnalyticSkills
46)Listthreecomponentsofaquestionnaireintroduction.
Answer:Anythreeofthefollowingareacceptable.
-anexplicitorimplicitreferencetoimportance.
-generalinformationontherationaleandgoalsoftheresearch.
-anexplicitrequestforparticipation.
-reassurancethatthetaskofparticipatingisnottooburdensomeortime-consuming.
-theneedfortruthfulanswers.
-thepromiseofconfidentiality.
-thereassurancethatthisisreal,legitimateresearch
PageRef:326
Difficulty:Difficult
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
47)Youwanttoonlyinterviewmenandwomenwhoarea
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