Marketing Research Testbank Chap 10

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Marketing research testbank Chap 10
Economics 101 (Trường Đại học Kinh tế Thành phố Hồ Chí Minh)
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Chapter 10 Questionnaire and Form Design
1) A questionnaire is a structured technique for data collection that consists of a series of

questions, written or verbal, which a respondent answers.
Answer: TRUE
Diff: 2 Page Ref: 300
Objective: 1
2) A questionnaire is an informal set of questions for obtaining information from respondents.

Answer: FALSE
Objective: 1
3) A well-designed questionnaire can motivate the respondents and increase the response rate.
Answer: TRUE
Objective: 1
4) According to the text, a conversational style should be avoided when writing interviewer-
administered questionnaires.
Answer: FALSE
Objective: 1
5) Collecting demographic information that can be used in direct mail campaigns is mentioned in
the text as a specific objective of a questionnaire.
Answer: FALSE
Objective: 1
6) The last step in the questionnaire design process is to reproduce the questionnaire.
Answer: FALSE
Objective: 2
7) A single question that attempts to cover two issues is called a double-barreled question.
Answer: TRUE
Objective: 2
8) When respondents are unable to articulate a response to a question, this usually indicates they
have no opinion on that topic.
Answer: FALSE
Objective: 2
9) To increase the likelihood of obtaining sensitive information, such topics should be placed in
the middle of the questionnaire.
Answer: FALSE
Diff: 3 Page Ref: 306-307
Objective: 2
10) Open-ended is a popular form of structured question.
Answer: FALSE
Objective: 2

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11) Open-ended questions that respondents answer in their own words are called unstructured
questions.
Answer: TRUE
Objective: 2
12) According to the text, unstructured questions are also referred to as free-response or free-
answer questions.
Answer: TRUE
Objective: 2
13) Dichotomous questions allow the respondent to express their attitudes or opinions without
the bias associated with restricting responses to predefined alternatives.
Answer: FALSE
Objective: 2
14) Open-ended questions are most useful in conclusive research and as opening questions.
Answer: FALSE
Objective: 2
15) Questions that prespecify the set of response alternatives and the response format are called
structured questions.
Answer: TRUE
Objective: 2
16) In multiple-choice questions, the researcher provides a choice of answers, and respondents
are asked to select one or more of the alternatives given.
Answer: TRUE
Objective: 2
17) A respondent's tendency to choose an alternative merely because it occupies a certain

position on the page or in a list is called order bias.
Answer: TRUE
Objective: 2
18) An open-ended question is a structured question with only two response alternatives, such as
yes or no.
Answer: FALSE
Objective: 2
19) According to the text, dichotomous questions should be used when the researcher has reason
to believe that the respondent thinks of the topic in yes/no terms.
Answer: TRUE
Objective: 2
20) To avoid problems in question wording, a researcher should use leading questions when

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designing a questionnaire.
Answer: FALSE
Objective: 2
21) A researcher should use questions with positive statements only to avoid problems with
question wording.
Answer: FALSE
Objective: 2
22) "Usually," "normally," and "frequently" are examples of words that are oftentimes
considered confusing to respondents.
Answer: TRUE
Objective: 2
23) A question that gives the respondent a clue as to what the answer should be is called a
leading question.
Answer: TRUE
Objective: 2
24) Problem-solving information is one of the three types of information that is obtained in a
questionnaire.
Answer: FALSE
Objective: 2
25) Basic information is the most important aspect of a marketing research study.
Answer: TRUE
Objective: 2
26) According to the text, classification information is information that relates directly to the
marketing research problem.
Answer: FALSE
Objective: 2
27) Socioeconomic and demographic characteristics used to categorize respondents are referred
to as basic information.
Answer: FALSE
Objective: 2
28) Identification information is a type of information obtained in a questionnaire that includes

name, address, and phone number.
Answer: TRUE
Objective: 2
29) Classification information is considered most sensitive and, therefore, should appear at the
very end of the questionnaire.
Answer: FALSE

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Objective: 2
30) A strategy for ordering questions in a questionnaire in which the sequence starts with the
general questions, which are followed by progressively more specific questions, in order to
prevent specific questions from biasing general questions, is called the funnel approach.
Answer: TRUE
Objective: 2
31) According to the text, branching questions direct respondents to different places in the
questionnaire based on their response to the question at hand.
Answer: TRUE
Objective: 2
32) A leading question is a question used to guide an interviewer through a survey by directing
the interviewer to different spots on the questionnaire depending on the answers given.
Answer: FALSE
Objective: 2
33) Questions regarding identification information generally come before questions regarding
demographics.
Answer: FALSE
Objective: 2
34) In questionnaire design, assigning a code to every conceivable response before data
collection is called precoding.
Answer: TRUE
Objective: 2
35) Pretesting is the testing of the questionnaire on a small sample of respondents for the purpose
of improving the questionnaire by identifying and eliminating potential problems before using it
in the actual survey.
Answer: TRUE
Objective: 2
36) Respondents for the pretest and for the actual survey should NOT be drawn from the same
population.
Answer: FALSE
Objective: 2
37) According to the text, pretests are best done by telephone interviews.
Answer: FALSE
Objective: 2
38) One consistency in conducting cross-national studies is the universal definition of

"household" and "household size" across countries of the world.
Answer: FALSE

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Objective: 4
AACSB: Multicultural and Diversity
39) Forms for recording observational data are more difficult to construct than questionnaires.
Answer: FALSE
Objective: 3
40) Analysis of social media can give an understanding that can be valuable in designing an
appropriate questionnaire for use in social media surveys but not in traditional surveys.
Answer: FALSE
Objective: 5
AACSB: Use of IT
41) An analysis of social media content can aid in determining the content, structure, and
wording of individual questions.
Answer: TRUE
Objective: 5
AACSB: Use of IT
42) For questionnaires to be used in surveys to be conducted in social media, the general
principles and guidelines for questionnaire design remain the same as those for traditional media.
Answer: TRUE
Objective: 5
AACSB: Use of IT
43) A(n) ________ is a structured technique for data collection that consists of a series of
questions, written or verbal, which a respondent answers.
A) questionnaire
B) observation
C) focus group
D) test market
E) time-series questions
Answer: A
Objective: 1
44) All of the following are mentioned in the text as specific objectives of a questionnaire
EXCEPT:
A) translate the researcher's information needs into a set of specific questions that respondents
are willing and able to answer.
B) minimize demands imposed on respondents.
C) minimize response error.
D) collect demographic information that can be used in later direct mail campaigns.
E) B and D
Answer: D
Objective: 1
AACSB: Analytical Skills
45) Which of the following is NOT an objective of a questionnaire?

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A) A questionnaire must translate the information needed into a set of specific questions that the
respondents can and will answer.
B) Questionnaire data must be easy to analyze.
C) A questionnaire must uplift, motivate, and encourage the respondent to become involved in
the interview, to cooperate, and to complete the interview.
D) A questionnaire should minimize response error.
Answer: B
Objective: 1
46) Which of the following is the first step in the questionnaire design process?
A) specify the information needed
B) specify the type of interviewing method
C) determine the content of individual questions
D) decide on the question structure
E) segment the customer base
Answer: A
Objective: 2
47) Which of the following is the last step in the questionnaire design process?
A) arrange the questions in proper order
B) eliminate bugs by pretesting
C) identify the form and layout
D) reproduce the questionnaire
E) present the results to the client
Answer: B
Objective: 2
48) According to the text, a single question that attempts to cover two issues is called a
________.
A) filtered question
B) double-barreled question
C) random question
D) coefficient question
E) two-issue query
Answer: B
Objective: 2
49) Deciding if a question is necessary or if several questions are needed rather than one are
decisions involved with ________.
A) determining the order of scales
B) choosing question wording
C) choosing question structure
D) individual question content
Answer: D
Objective: 2
50) Which of the following is NOT mentioned in the text as a reason people typically cannot
answer a survey question?
A) They may not be informed.

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B) They may not remember.

C) They may not be able to articulate certain types of responses.
D) All of the selections represent a reason people typically cannot answer a survey question.
E) B and C
Answer: D
Objective: 2
51) Initial questions in questionnaires that screen potential respondents to ensure they meet the
requirements of the sample are called ________.
A) double-barreled questions
B) filter questions
C) random questions
D) coefficient questions
E) requirement questions
Answer: B
Objective: 2
52) All of the following are mentioned in the text as circumstances in which respondents are
likely to refuse to answer a survey question EXCEPT:
A) they may feel there's simply too much effort involved.
B) they may feel that the question serves no legitimate purpose.
C) they may feel that the information is too sensitive.
D) All of the selections represent a circumstance where respondents are likely to refuse to
answer a survey question.
E) B and C
Answer: D
Objective: 2
53) Which of the following is NOT a popular form of structured questions?

A) multiple-choice
B) dichotomous
C) open-ended
D) scales
E) all of the above are forms of structured questions
Answer: C
Objective: 2
54) Open-ended questions that respondents answer in their own words are called ________.
A) structured questions
B) unstructured questions
C) double-barreled questions
D) filtered questions
E) own-voice questions
Answer: B
Objective: 2
55) According to the text, ________ are also referred to as free-response or free-answer

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questions.
A) structured questions
B) unstructured questions
D) filtered questions
E) free-bird questions
Answer: B
Objective: 2
56) Which of the following types of questions allow respondents to express their attitudes or
opinions without the bias associated with restricting responses to predefined alternatives?
A) multiple-choice questions
B) open-ended questions
C) dichotomous questions
D) structured questions
E) alternative questions
Answer: B
Objective: 2
57) All of the following are mentioned in the text as disadvantages that are related to
unstructured questions EXCEPT:
A) respondent response limitations.
B) recording error.
C) data coding.
D) added complexity of analysis.
E) A and D
Answer: A
Objective: 2
58) Open-ended questions are most useful in ________ and as opening questions.
A) descriptive research
B) exploratory research
C) conclusive research
D) virtual research
E) confirmatory research
Answer: B
Objective: 2
59) Questions that prespecify the set of response alternatives and the response format are called
________.
A) unstructured questions
B) structured questions
C) open-ended questions
D) double-barreled questions
E) response-alternative questions
Answer: B
Objective: 2
60) In ________, the researcher provides a choice of answers, and respondents are asked to
select one or more of the alternatives given.

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A) open-ended questions
B) dichotomous questions
C) multiple-choice questions
D) random questions
E) response-alternative questions
Answer: C
Objective: 2
61) A respondent's tendency to choose an alternative merely because it occupies a certain

position on the page or in a list is called ________.
A) structured bias
B) random bias
C) order bias
D) systematic bias
E) list bias
Answer: C
Objective: 2
62) A(n) ________ is a structured question with only two response alternatives, such as yes or
no.
A) dichotomous question
B) open-ended question
C) multiple-choice question
D) random question
E) yay-nay question
Answer: A
Objective: 2
63) According to the text, ________ should be used when the researcher has reason to believe
that the respondent thinks of the topic in yes/no terms.
A) open-ended questions
B) multiple-choice questions
C) dichotomous questions
D) random questions
E) yay-nay questions
Answer: C
Objective: 2
64) All of the following are mentioned in the text as specific guidelines to follow to avoid
problems in question wording EXCEPT:
A) use ordinary words.
B) avoid ambiguous words.
C) use leading questions.
D) use positive and negative statements.
E) C and D
Answer: C
Objective: 2
65) Which of the following of the 6 W's is NOT particularly well-suited for serving as a
guideline for defining the issue in a question?

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A) Who
B) What
C) When
D) Where
E) Why
Answer: E
Objective: 2
66) Which of the following is NOT a guideline that should be followed to avoid problems in
question wording?
A) use positive statements only
B) define the issue
C) use ordinary words
D) avoid ambiguous words
E) avoid leading questions
Answer: A
Objective: 2
67) All of the following are examples of words that are often considered confusing to
respondents EXCEPT:
A) usually.
B) normally.
C) frequently.
D) definitely.
E) sometimes.
Answer: D
Objective: 2
68) A question that gives the respondent a clue as to what the answer should be is called a(n)
________.
A) filtered question
B) double-barreled question
C) leading question
D) open-ended question
E) clue question
Answer: C
Objective: 2
69) Which of the following is NOT one of the three types of information that is obtained from a
questionnaire?
A) basic information
B) problem-solving information
C) classification information
D) identification information
E) C and D
Answer: B
Objective: 2
70) Which of the following types of information is the most important aspect of a marketing
research study?

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B) classification information
C) problem-solving information
E) quantification information
Answer: A
Objective: 2
71) According to the text, ________ is information that relates directly to the marketing research
problem.
A) classification information
B) problem-solving information
C) basic information
Answer: C
Objective: 2
72) Socioeconomic and demographic characteristics used to categorize respondents are referred
to as ________.
B) classification information
Answer: B
Objective: 2
73) ________ is a type of information obtained in a questionnaire that includes name, address, e-
mail address and phone number.
A) Basic information
B) Classification information
C) Problem-solving information
D) Identification information
E) Phone book information
Answer: D
Objective: 2
74) Which of the following types of information is considered most sensitive and, therefore,
should appear at the end of the questionnaire?
B) identification information
D) random information
Answer: B
Objective: 2
75) A strategy for ordering questions in a questionnaire in which the sequence starts with general
questions, which are followed by progressively more specific questions, in order to prevent
specific questions from biasing general questions, is called the ________.

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A) unstructured approach
B) funnel approach
C) diagnostic approach
D) goal-oriented approach
E) inverted-funnel approach
Answer: B
Objective: 2
76) According to the text, ________ direct respondents to different places in the questionnaire
based on their response to the question at hand.
A) branching questions
B) leading questions
D) filter questions
E) break-out questions
Answer: A
Objective: 2
77) A ________ is a question used to guide an interviewer through a survey by directing the
interviewer to different spots on the questionnaire depending on the answers given.
A) branching question
B) leading question
C) double-barreled question
D) filter question
E) break-out questions
Answer: A
Objective: 2
78) In questionnaire design, assigning a code to every conceivable response before data
collection is called ________.
A) filtering
B) branching
C) precoding
D) funneling
E) pre-funneling
Answer: C
Objective: 2
79) According to the text, identification information is usually positioned in which place in the
questionnaire?
A) at the beginning
B) right after the screening questions
C) in the middle
D) before the lifestyle questions
E) at the end
Answer: E
Objective: 2
80) Results of crowding questions include all of the following EXCEPT:

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A) respondents give shorter answers to open-ended questions.

B) increase in data tabulation errors.
C) questions appear more complex.
D) none of the above
E) A, B, and C
Answer: E
Objective: 2
81) ________ is the testing of the questionnaire on a small sample of respondents for the purpose
of improving the questionnaire by identifying and eliminating potential problems before using it
in the actual survey.
A) Precoding
B) Pretesting
C) Sampling
D) Encoding
E) Consolidation
Answer: B
Objective: 2
82) According to the text, pretests are best done by ________ interviews.
A) telephone
B) electronic
C) mail
D) personal
E) online
Answer: D
Objective: 2
83) Regarding international marketing research, which of the following statements is (are) true?
A) Only one pretest is recommended in cross-national studies.
B) Demographics questions can be used without modification in cross-national studies.
C) Structured questions minimize the risk of cultural bias but are more sensitive to differences in
educational levels.
D) Personal interviewing is the dominant survey method.
E) C and D
Answer: D
Objective: 4
AACSB: Multicultural and Diversity
84) According to the text, at what point are telephone interviews considered to be too long?
A) over 10 minutes
B) over 15 minutes
C) over 20 minutes
D) over 25 minutes
E) over 30 minutes
Answer: E
Objective: 6
AACSB: Ethical Reasoning

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Marketing research testbank Chap 10

Studocu is not sponsored or endorsed by any college or university

Chapter 10 Questionnaire and Form Design

1) A questionnaire is a structured technique for data collection that consists of a series of

2) A questionnaire is an informal set of questions for obtaining information from respondents.

Downloaded by ngân hà ma (hamathingan@gmail.com)

17) A respondent's tendency to choose an alternative merely because it occupies a certain

Downloaded by ngân hà ma (hamathingan@gmail.com)

28) Identification information is a type of information obtained in a questionnaire that includes

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Diff: 2 Page Ref: 315

38) One consistency in conducting cross-national studies is the universal definition of

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Diff: 2 Page Ref: 322

45) Which of the following is NOT an objective of a questionnaire?

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B) They may not remember.

53) Which of the following is NOT a popular form of structured questions?

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61) A respondent's tendency to choose an alternative merely because it occupies a certain

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Downloaded by ngân hà ma (hamathingan@gmail.com)

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80) Results of crowding questions include all of the following EXCEPT:

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A) respondents give shorter answers to open-ended questions.

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