Test Bank For Modern Marketing Research 2nd Edition Feinberg

Test Bank for Modern Marketing Research, 2nd Edition : Feinberg
Test Bank for Modern Marketing Research, 2nd

Edition : Feinberg
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Chapter 6: Designing Surveys and Data Collection Instruments
TRUE/FALSE
1. The function of the questionnaire is measurement; measurement error is a serious problem in

questionnaire construction.
ANS: T
Questionnaires are designed to measure a wide variety of marketing-related variables. The way a
question is worded can have a profound impact on the resultant error.
PTS: 1 DIF: Easy REF: pg 264
2. Identification data collected on a questionnaire are typically used only internally and are not reported
along with research results for reasons of confidentiality.
ANS: T
Identification data includes information such as the respondent’s name, address, and phone number
and is not reported because of confidentiality.
3. Classification data are typically collected among the first five questions of a questionnaire.
ANS: F
Because respondents may be reluctant to disclose personal information, it is best to place these
questions at the end.
PTS: 1 DIF: Moderate REF: pg 267
4. Questionnaire design has become a fairly exact science that can be mastered by strictly following the
set of rules for their creation.
ANS: F
Questionnaire design is part scientific undertaking and part art form. Slavishly following fixed steps
may lead researchers to devise overly lengthy, uninspired survey instruments.
5. The questionnaire design stage presumes that the research project is well under way and that research
objective and information needs have already been identified.
ANS: T
Questionnaire design is based on information needs; these must therefore be specified prior to
developing any questionnaires.
6. The more homogeneous the respondent group, the more difficult it is to design a single questionnaire
that is universally appropriate.
ANS: F
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a pub-
licly accessible website, in whole or in part.
The more heterogeneous the group (in terms of geodemographics, attitude, and behaviors), the more
difficult questionnaire design becomes.
7. A question should be phrased so as to permit the respondent to admit a lack of knowledge.
ANS: T
When a question implies that the answer should be known, respondents will often answer it even
though they have limited knowledge of the topic, causing measurement error,
8. The aided recall approach, as the name implies, is intended to overcome respondents’ unwillingness to
respond to particular questions.
ANS: F
Aided recall attempts to overcome problems of respondent memory and lack of efficiency in
administering questionnaires by providing the respondent with cues and partial information regarding
the event of interest.
PTS: 1 DIF: Challenging REF: pg 270
9. In mitigating bias resulting from respondents’ unwillingness to respond to questions accurately, the
labeled response categories approach phrases the sensitive question so that it refers to “other people,”
“people you know,” or even “people like you.”
ANS: F
Referring to “other people,” “people you know,” or “people like you” is the indirect statement
approach to mitigating bias resulting from respondents’ unwillingness to respond accurately. The
labeled response category approach presents respondents with a card that lists the sensitive response
alternatives identified by letters or numbers. The respondent uses the letter or number to indicate a
response to the sensitive question.
10. The counterbiasing statement approach involves asking a nonsensitive question prior to and
immediately after a sensitive question.
ANS: F
The counterbiasing statement is a statement suggesting that the subject behavior is rather common
prior to asking a question about the respondents’ behavior.
11. Open-ended questions are most appropriate for exploratory research purposes.
ANS: T
Open-ended questions allow respondents to freely express views divergent from the researcher’s
expectations, making them useful for exploratory research purposes.
12. Open-ended questions are better suited for self-administered questionnaires than for questionnaires
administered by an interviewer.
ANS: F
They are less suited for self-administered questionnaires, because respondents tend to write more
briefly than they speak.
13. The main issues arising in designing multiple-response questions are the number of alternatives, the
alternatives themselves, and interview bias.
ANS: F
Interviewer bias is not present in multiple-choice questions. The third issue is position bias of the
response alternative.
14. A dichotomous question is an extreme form of the multiple-choice question.
ANS: T
A dichotomous question is a multiple-response question that limits the choices to two (yes or no, did
or did not, agree or disagree) or at most three (if a neutral alternative is added).
15. In multiple-response questions, the order in which the response alternatives are listed tends to bias the
data.
ANS: T
The order of response alternatives can impact the results. If possible, responses alternatives should be
randomized for each respondent.
16. In a telephone survey, recency bias occurs if respondents tend to ignore alternative responses heard
after the first few are given.
ANS: F
This is primacy bias. Recency bias results from choosing among the last alternatives given.
17. The issue of whether to include a neutral response alternative in a dichotomous question is best
decided on the basis of the proportion of the respondent group who are truly neutral.
ANS: T
Because only two responses are possible, the central issue in dichotomous question design is whether
respondents should be allowed a neutral or no opinion type of response. If a substantial number of
respondents are truly neutral, the inclusion of the neutral alternative should increase the accuracy of
the results.
18. The questionnaire should be comprehensible to that segment of the population with the least
vocabulary skills.
ANS: T
The words used in the questionnaire must be comprehensible to nearly all persons likely to be asked to
complete it.
19. Leading questions are often needed to accurately assess respondents’ feelings.
ANS: F
A leading question is one that gives respondents a cue as to what the answer should be, thus biasing
the results.
20. When deciding question wording, words like “usually,” “regularly,” “kind,” “normally,” and
“frequently” are considered ambiguous and should be avoided.
ANS: T
Because people interpret these words differently, they are ambiguous and should be avoided.
21. The overriding concern when deciding the sequence of questions is that it retain respondent interest
and attention without introducing bias.
ANS: T
To obtain accurate answers, researchers must be careful not to bias answers and at the same time
maintain interest and attention of the respondent.
22. To reduce sequence bias, ask specific questions first then ask general questions second.
ANS: T
To reduce sequence bias, the general questions should come first.
23. The open-ended response format can be used in the pretest to determine appropriate response
categories for what will become a multiple-response question in the final questionnaire.
ANS: T
This is an effective method of assuring that all of the possible responses are identified.
24. An observational form should require the observer to summarize rather than list in detail the behavior
observed.
ANS: F
Observational forms should permit the observer to record the behavior in detail, rather than requiring a
summary regarding a number of behavior patterns.
25. Due to substantial extra expenses when doing international marketing research, questionnaires that are
determined to be accurately translated from one language to another generally do not need to be
pre-tested as well.
ANS: F
Complexities of international research can add a great deal of pre- and post-processing time and
typically cost at least double what a survey costs when run domestically. However, it is not adequate to
omit pre-testing.
MULTIPLE CHOICE
1. Measurement error in the design of questionnaires

a. can easily be calculated within a given number of standard deviations
b. may be of unknown direction and magnitude
c. does not require the degree of concern that is typically associated with sampling error
d. results from questions which measure something other than what they are intended to
measure
e. both b and d
ANS: E
Unlike sampling error, measurement error can’t easily be calculated and may be of unknown direction
and magnitude. It is often the largest source of preventable error in marketing research, far exceeding
errors in sampling plans. It results from questions which measure something other than what they are
intended to measure.
2. The _______________ section of the questionnaire asks for such information as the respondent’s
name, address, and phone number.
a. identification data d. classification data
b. request for cooperation e. information sought
c. instructions
ANS: A
The identification data section asks for the respondent’s name, address, and phone number. It is often
placed first on the questionnaire.
3. The _______________ component of the questionnaire is an opening statement designed to enlist the
respondent’s help regarding the interview.
a. identification data d. information sought
b. request for cooperation e. classification data
c. instructions
ANS: B
The request for cooperation is the second part of the questionnaire and is used to enlist the
respondent’s help in completing the interview.
4. Often researchers will elect to include the purpose of the study in the _______________ section, if
disclosing it will not bias respondent outcomes
c. instructions
ANS: B
This information, if provided, is placed in the request for cooperation before the instructions are given.
5. The instructions are comments to _______________ about how to interact with and eventually
complete the questionnaire
a. the respondent c. both the interviewer and respondent
b. the interviewer d. the interviewer or the respondent
ANS: D
The instructions are written for either the interviewer or respondent, depending on the type of
questionnaire and the role of the interviewer in the process.
6. The _______________ section of the questionnaire forms the major, and invariably the longest portion
of the questionnaire.
c. instructions
ANS: D
This part of the questionnaire solicits the information that is requested.
7. The _______________ section of the questionnaire contains the characteristics of the respondent,
primarily geodemographic data.
a. identification data d. classification data
b. request for cooperation e. information sought
c. instructions
ANS: D
This data should locate respondents and allow one to place them in factual categories.
8. The classification data section of the questionnaire contains the characteristics of the respondent,
which is primarily
a. geodemographic data c. psychographic data
b. personal historical data d. behavioral data
ANS: A
Geodemographic data includes demographic information, such as gender and age, and geographic
information, such as zip code.
9. From a detailed listing of _______________, the researcher can begin to design the questionnaire
a. the population and respondent group
b. measurement scales and communication media
c. information needs and a clear definition of the respondent group
d. research objectives and sampling plan
ANS: C
To design a questionnaire, researchers need to have a list of the information needs and a clear outline
of the respondent group that will be answering the questions.
10. Each question included in the questionnaire should relate to a specific

a. research objective c. measurement scale
b. information need d. marketing problem
ANS: B
Each question included on the questionnaire should relate to a specific information need.
11. Assuming that the desired data are relevant to the decision problem, the researcher must be sensitive to
the respondent’s ability to provide the data, including all of the following except
a. whether the respondent is uninformed
b. whether the respondent is forgetful
c. whether the respondent is unwilling to answer
d. whether the respondent misremembers
ANS: C
The ability to answer accurately assumes the respondent is willing to answer the question but does not
have the ability to do so.
12. What factors affect a respondent’s ability to remember a particular event?

a. recency of the event d. all of the above
b. importance of the event e. both a and c
c. repetition of the event
ANS: D
The probability of forgetting is influenced by the importance of the event and how often it is repeated.
The rate of forgetting is quite rapid over the first few days and continues with the passage of time.
PTS: 1 DIF: Moderate REF: pg 269-270
13. To help individuals recall an event, without biasing information, researchers can use all of the
following methods except
a. unaided recall c. labeled response categories
b. aided recall d. recognition
ANS: C
The three main methods are unaided recall, aided recall, and recognition.
14. Several studies suggest that questions that rely on unaided recall can
a. overestimate the actual occurrence of the event
b. underestimate the actual occurrence of the event
c. cause misremembering, i.e. remembering the wrong information
d. be effective if pre-tested with recognition tests
ANS: B
Studies suggest that individuals tend to underestimate the actual occurrence of the event.
15. An example of using _______________ would be asking respondents the question “What
advertisements do you remember seeing last week?”
a. unaided recall c. recognition
b. aided recall d. pre-testing
ANS: A
Unaided recall does not provide any clues or hints.
16. The recognition method

a. is a form of unaided recall
b. may create suggestion bias
c. involves presenting to the respondent the actual event
d. all of the above
e. both b and c
ANS: E
With the recognition method, the researcher simply asks whether a respondent has in fact come across
or experienced something. Recognition is the most biasing of the recall methods.
PTS: 1 DIF: Challenging REF: pg 270-271
17. To reduce measurement error from respondents misremembering, researchers can use all of the
following methods except
a. use recognition tests
b. use scales that provide appropriate time referents
c. ask the questions in multiple ways to different respondents
d. rely more on aided recall
ANS: A
Using recognition tests may actually increase the occurrences of misremembering.
18. All of the following are approaches that have been developed to mitigate bias resulting from
respondents’ unwillingness to respond to questions accurately except
a. labeled response categories c. indirect statements
b. recognition questions d. counterbiasing statements
ANS: B
The approaches developed include counterbiasing statements, indirect statements, labeled response
categories, and randomized response technique.
19. An approach that lists alternative responses to a sensitive question by letters or numbers and permits
the respondent to answer with a letter or number employs
a. randomized responses d. indirect responses
b. labeled response categories e. split design
c. counterbiasing statements
ANS: B
The labeled response categories method presents the respondent with a card that lists the sensitive
response alternatives and has the responses identified by letters or numbers. The respondent uses the
letter or number to indicate a response to the sensitive question.
_______________ approach begins the question with a statement suggesting that the subject behavior
is rather common and then ask the respondent the question.
a. counterbiasing statement c. labeled response categories
b. indirect statement d. randomized response technique
ANS: A
Sometimes the unwillingness to provide an accurate response can be overcome by using a
counterbiasing statement, suggesting the behavior is rather common.
_______________ approach phrases the question with words such as “other people” or “people you
know.”
a. counterbiasing statement c. labeled response categories
b. indirect statement d. randomized response technique
ANS: B
With sensitive or embarrassing questions that individuals may be reluctant to answer honestly, using
an indirect approach will often be successful.
22. Open-ended questions

a. are costly
b. reduce interviewer bias
c. permit diverse responses which may not have been anticipated
d. all of the above
e. both a and c
ANS: E
Open-ended question allows respondents to freely express views divergent from the researcher’s
expectations. Disadvantages include high potential for interviewer bias, because interviewers usually
must summarize the respondents’ answers and delete the aspects deemed unimportant, and the time
and cost associated with coding the responses.
23. All of the following would be considered advantages of open-ended questions except
a. can serve as an excellent first question on a topic
b. are relatively easy to code and analyze
c. can establish rapport and gain the respondent’s cooperation
d. exert minimal influence on subsequent responses, because respondents are not biased by
predetermined set of response alternatives
ANS: B
Open-ended questions are time consuming and costly to code and analyze.
24. A major disadvantage of using _______________ questions is interviewer bias while recording the
respondent’s answers.
a. open-ended c. dichotomous
b. multiple-choice d. indirect
ANS: A
Of the three types of question formats, open-ended questions have the highest potential for interviewer
bias since the interviewer must attempt to record the answer exactly as it was given, which is rarely
done.
25. To code verbal data in the “excruciatingly correct” manner requires considerable time and
_______________ people.
a. three c. six
b. five d. eight
ANS: C
Although coding can be done with fewer people, using 6 ensures a much higher level of accuracy.
26. When designing multiple-response questions, response alternatives should be _______________,

which means the set of responses should include all of the possible alternatives.
a. collectively exhaustive c. position unbiased
b. mutually exclusive d. label inclusive
ANS: A
Collectively exhaustive implies all possible alternatives are included. Sometimes this is done by
adding an “other” category.
27. When designing multiple-response questions, response alternatives should be _______________,

which means the respondent should be able to identify exactly one alternative that clearly represents
their response.
a. collectively exhaustive c. position unbiased
b. mutually exclusive d. label inclusive
ANS: B
Mutually exclusive means that a respondent is able to identify one response that clearly represents
their answer.
28. Relative to open-ended questions, multiple-choice questions

a. increase interviewer bias
b. are more difficult to administer
c. reduce the time and cost associated with data processing
d. all of the above
e. both a and c
ANS: C
Multiple-choice questions reduce interviewer bias (in attempting to interpret verbal responses) and the
cost and time associated with data processing. They are also typically easy and quick to administer.
29. In deciding on how many response alternatives to put in a question, the rule of thumb is that the
explicit alternatives should contain _______________ percent of the responses.
a. 75 c. 95
b. 85 d. 99
ANS: C
Less than 5 percent of the responses should be “other,” and 95 percent should fall within the listed
alternatives.
30. When a list of numbers (such as prices or how many times per week a respondent visits a store) is
given for the alternatives in a multiple-response question, there is a high probably that position bias
will occur. In this case, the bias would be
a. toward the lowest numbers
b. toward the central position
c. toward the highest numbers
d. toward the first number in the series
e. toward the last number in the series
ANS: B
When numbers are given in an array, the position bias is towards the center of the array.
31. When response alternatives are listed for a multiple-response question, the _______________
alternative has a greater chance of being chosen.
a. first c. center
b. last d. penultimate
ANS: A
The first alternative tends to be selected more often than any other.
32. In a telephone interview, if respondents tend to choose among answers they heard last from a list of
alternative responses, then _______________ is present.
a. modal answer bias c. primacy bias
b. recency bias d. interviewer bias
ANS: B
Recency bias involves choosing an answer they heard last.
33. A(n) _______________ question is one that gives the respondent a cue as to what the answer should
be.
a. ambiguous d. leading
b. biasing e. double-barreled
c. counter-biasing
ANS: D
Leading questions often reflect the researcher’s or decision maker’s viewpoint and hints at what the
answer should be.
34. The use of a brand or company name in a question

a. can cause the respondent to believe that the company or brand is the sponsor of the survey
b. can promote a more positive response to the brand or company
c. make affect open-ended questions that follow
d. all of the above
ANS: D
By using a brand name or company name in a question, respondents may believe that company is the
sponsor and will tend to be more positive to that brand or company. In addition, that brand or company
can impact responses to open-ended questions that follow.
35. A(n) _______________ question includes words or phrases that are emotionally colored and that
suggest a feeling of approval or disapproval.
a. leading c. biasing
b. ambiguous d. double-barreled
ANS: C
By using emotionally charged words or phrases, researchers can bias the responses.
36. The question “Are you in favor of curtailing the amount of sugar allowed in children’s cereals?”
violates which of the following guidelines for question wording?
a. use simple language d. avoid biasing questions
b. avoid implicit assumptions e. avoid double-barreled questions
c. avoid estimates
ANS: B
The idea that sugar is detrimental is implicit as an assumption built into built into the question. A
better-worded question makes the nature of the question or choice explicit, like “Are you in favor of
curtailing the amount of sugar allowed in children’s cereal if it will result in lower rates of tooth decay,
the use of artificial sweeteners, and a 10 percent cost increase?”
37. The question “How many cans of soft drinks do you purchase in a year?” violates which of the
following guidelines for question wording?
a. avoid implicit alternatives d. avoid biasing questions
c. avoid estimates
ANS: C
This is a poorly worded question because respondents would have to estimate how many they
purchased in a year. The time frame should be a smaller unit, such as week or possibly a month.
38. The question “What is your evaluation of the restaurant’s appearance and service?” violates which of
the following guidelines for question wording?
a. avoid leading questions d. avoid biasing questions
c. avoid estimates
ANS: E
Double-barreled questions ask two questions in one. In this case appearance and service are two
concepts.
39. Sequence any questions that are embarrassing, sensitive, complex, or dull
a. at the beginning of the questionnaire
b. near the beginning of the questionnaire
c. well down in the questionnaire
d. with a more interesting question before and after
ANS: C
These type of questions should be asked only after rapport is built with the respondent, late in the
question sequence.
40. Which of the following are not among the guidelines for determining question sequence?
a. Arrange questions in logical order.
b. Ask general questions last.
c. Place uninteresting and difficult questions early in sequence to make the rest of the
questionnaire seem easier.
d. Use a simple and interesting opening question.
e. both b and c
ANS: E
Questions should be arranged in a logical order; general questions should be asked before specific
questions; uninteresting and difficult questions should be placed late in the sequence; and the opening
question should be simple and interesting.
SHORT ANSWER
1. Identify the five sections of a questionnaire.
ANS:
The sections are:
1. identification data
2. request for cooperation
3. instructions
4. information sought
5. classification data
2. What can cause respondents to be unable to answer a question accurately?
ANS:
Respondents may be unable to answer accurately if they are uninformed, forgetful, or (unintentionally)
misremember.
3. What are four methods for mitigating bias from respondents being unwilling to answer sensitive
questions?
ANS:
Methods to mitigate this bias involve using a counterbiasing statement, an indirect statement, labeled
response categories, or the randomized response technique.
4. What are the steps for coding of responses to open-ended questions?
ANS:
Step 1. Two reviewers independently read through all responses.
Step 2. Each reviewer forms a comprehensive list of key words and phrases.
Step 3. Together with a third reviewer, the two lists should be merged into one list.
Step 4. Have two additional individuals sort the responses based on the categories created in the third
step.
Step 5. The two individuals from Step 4 with another new individual should come to an agreement on
the sorting of responses.
Note that the first 3 steps should be considered adequate, whereas steps 4 and 5 are considered
“excruciatingly correct” or too costly to be practicable.
5. Give an example of a double-barreled questions.
ANS:
Student examples will obviously vary. A double-barreled question is one in which the wording calls
for two responses, such as “What is your evaluation of the snowmobile’s ride and acceleration?” Test
to see if the question can be split into two separate questions that could have different answers.
ESSAY
1. Outline the broad interrelated guidelines in constructing a questionnaire.
ANS:
The guidelines are:
1. review preliminary considerations
2. decide on question content
3. decide on response format
4. decide on question wording
5. decide on question sequence
6. decide on physical characteristics
7. carry out pre-testing and revision
8. make the final draft
2. Describe the randomized response technique—why it is used, how it is applied, and an example of its
use.
ANS:
With the randomized response technique, the respondent is presented with two questions, one
sensitive, one not. A randomizing device, such as a coin toss, is used to decide which question the
respondent answers. The interviewer does not know the answer to the non-sensitive question and does
not get to see the result of the randomizing device.
For example, the sensitive question might be “Have you had hemorrhoids in the past month?” and the
non-sensitive question might be “Do you have the same birthday as your best friend?” If the
randomizing device has a probability of one half, the proportion of respondents whose answer would
be “Yes” on the sensitive question can be calculated as equal to twice the incidence of respondents
answering “Yes” overall minus the probability of answering “Yes” on the non-sensitive question (in
this case, one twelfth).
PTS: 1 DIF: Challenging (very) REF: pg 272-274
3. Discuss the advantages and disadvantages of open-ended questions.
ANS:
Advantages include:
1. can serve as an excellent first question on a topic
2. can establish rapport and gain the respondent’s cooperation in answering more specific questions
3. exert minimal influence on subsequent responses
4. can provide researchers with additional insights
Disadvantages include:
1. high potential for interviewer bias
2. time and cost associated with coding the responses
Test Bank for Modern Marketing Research, 2nd Edition : Feinberg
3. extra weight given to respondents who are more articulate
4. Discuss the advantages and disadvantages of using multiple-response questions.
ANS:
Advantages include:
1. reduce interviewer bias
2. reduce cost and time associated with coding open-ended questions
3. good for self-administered questionnaires
4. researchers can limit responses to a particular set that matters
Disadvantages include:
1. design of effective questions requires considerable time and cost upfront
2. typically an exploratory study using open-ended questions is required beforehand
3. tend to bias the data by the order in which alternative responses are listed
5. How questions are worded impacts the type of response that will be received. Discuss the general
guidelines for appropriate question wording.
ANS:
Guidelines for appropriate question wording include:
1. simple language
2. use unambiguous words
3. avoid leading questions
4. avoid biasing questions
5. avoid implicit alternatives
6. avoid implicit assumptions
7. avoid estimates
8. avoid double-barreled questions
9. consider the frame of reference
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1. The function of the questionnaire is measurement; measurement error is a serious problem in

PTS: 1 DIF: Easy REF: pg 264

PTS: 1 DIF: Easy REF: pg 266

PTS: 1 DIF: Moderate REF: pg 267

PTS: 1 DIF: Moderate REF: pg 267

PTS: 1 DIF: Easy REF: pg 268

PTS: 1 DIF: Moderate REF: pg 268

7. A question should be phrased so as to permit the respondent to admit a lack of knowledge.

PTS: 1 DIF: Moderate REF: pg 269

PTS: 1 DIF: Challenging REF: pg 270

PTS: 1 DIF: Challenging REF: pg 272

PTS: 1 DIF: Challenging REF: pg 272

PTS: 1 DIF: Easy REF: pg 274

PTS: 1 DIF: Moderate REF: pg 276

PTS: 1 DIF: Moderate REF: pg 277

14. A dichotomous question is an extreme form of the multiple-choice question.

PTS: 1 DIF: Easy REF: pg 278

PTS: 1 DIF: Easy REF: pg 278

PTS: 1 DIF: Moderate REF: pg 278

PTS: 1 DIF: Moderate REF: pg 279

PTS: 1 DIF: Easy REF: pg 280

PTS: 1 DIF: Moderate REF: pg 281

PTS: 1 DIF: Easy REF: pg 281

PTS: 1 DIF: Easy REF: pg 284

PTS: 1 DIF: Easy REF: pg 285

PTS: 1 DIF: Moderate REF: pg 288

PTS: 1 DIF: Challenging REF: pg 290

PTS: 1 DIF: Easy REF: pg 291

1. Measurement error in the design of questionnaires

PTS: 1 DIF: Challenging REF: pg 265

PTS: 1 DIF: Easy REF: pg 266

PTS: 1 DIF: Easy REF: pg 266

PTS: 1 DIF: Moderate REF: pg 266

PTS: 1 DIF: Moderate REF: pg 266

PTS: 1 DIF: Easy REF: pg 267

PTS: 1 DIF: Moderate REF: pg 267

PTS: 1 DIF: Moderate REF: pg 267

PTS: 1 DIF: Challenging REF: pg 268

10. Each question included in the questionnaire should relate to a specific

PTS: 1 DIF: Moderate REF: pg 268

PTS: 1 DIF: Challenging REF: pg 269

12. What factors affect a respondent’s ability to remember a particular event?

PTS: 1 DIF: Moderate REF: pg 269-270

PTS: 1 DIF: Moderate REF: pg 270

PTS: 1 DIF: Challenging REF: pg 270

PTS: 1 DIF: Easy REF: pg 270

16. The recognition method

PTS: 1 DIF: Challenging REF: pg 270-271

PTS: 1 DIF: Moderate REF: pg 271

PTS: 1 DIF: Easy REF: pg 272

PTS: 1 DIF: Moderate REF: pg 272

PTS: 1 DIF: Moderate REF: pg 272

PTS: 1 DIF: Moderate REF: pg 272

22. Open-ended questions

PTS: 1 DIF: Moderate REF: pg 274

PTS: 1 DIF: Easy REF: pg 274

PTS: 1 DIF: Moderate REF: pg 274

PTS: 1 DIF: Challenging REF: pg 275

26. When designing multiple-response questions, response alternatives should be _______________,