Marketing Research An Applied

Orientation 7th Edition Malhotra Test

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Marketing Research: An Applied Orientation, 7e (Malhotra)
Chapter 10 Questionnaire and Form Design

1) A standardized questionnaire or form will ensure comparability of the data, increase speed and
accuracy of recording, and facilitate data processing.
Answer: TRUE
Diff: 1 Page Ref: 293
LO: 10.1 Explain the purpose of a questionnaire and its objectives of asking questions that the
respondents can and will answer, encouraging respondents, and minimizing response error.

2) Another name for questionnaire is schedule instrument.

Answer: FALSE
Diff: 2 Page Ref: 293
LO: 10.1 Explain the purpose of a questionnaire and its objectives of asking questions that the
respondents can and will answer, encouraging respondents, and minimizing response error.

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

Answer: FALSE
Diff: 1 Page Ref: 293
LO: 10.1 Explain the purpose of a questionnaire and its objectives of asking questions that the
respondents can and will answer, encouraging respondents, and minimizing response error.

4) Two apparently similar ways of posing a question always yields the same information.
Answer: FALSE
Diff: 1 Page Ref: 293
LO: 10.1 Explain the purpose of a questionnaire and its objectives of asking questions that the
respondents can and will answer, encouraging respondents, and minimizing response error.

5) A well-designed questionnaire can motivate the respondents and increase the response rate.
Answer: TRUE
Diff: 1 Page Ref: 293
LO: 10.1 Explain the purpose of a questionnaire and its objectives of asking questions that the
respondents can and will answer, encouraging respondents, and minimizing response error.

6) A questionnaire can be a major source of response error.

Answer: TRUE
Diff: 2 Page Ref: 293-294
LO: 10.1 Explain the purpose of a questionnaire and its objectives of asking questions that the
respondents can and will answer, encouraging respondents, and minimizing response error.

7) The steps in the questionnaire design process are interrelated and the development of a
questionnaire will involve some iteration and looping.
Answer: TRUE
Diff: 2 Page Ref: 294
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

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8) The more diversified the respondent group, the more difficult it is to design a single
questionnaire that is appropriate for the entire group.
Answer: TRUE
Diff: 1 Page Ref: 293-294
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

9) All questions on a questionnaire should contribute to the information needed or serve some
specific purpose.
Answer: TRUE
Diff: 1 Page Ref: 296
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

10) Respondents may not be able to respond because they are unable to articulate a response,
they may not be informed, or they may not remember.
Answer: TRUE
Diff: 2 Page Ref: 297-299
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

11) Respondents do not answer questions on which they are not informed.
Answer: FALSE
Diff: 1 Page Ref: 297-298
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

12) Filter questions enable the researcher to filter out respondents who are not adequately
informed.
Answer: TRUE
Diff: 1 Page Ref: 298
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

13) A "don't know" option does not appear to reduce uninformed responses without reducing the
overall response rate or the response rate for questions about which the respondents have
information.
Answer: FALSE
Diff: 2 Page Ref: 298
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

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14) Questions such as "What did you have for lunch a week ago?" are correct questions because
consumers are very good at remembering quantities of products consumed.
Answer: FALSE
Diff: 1 Page Ref: 298
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

15) Creation error is the inability to recall an event that actually took place.
Answer: FALSE
Diff: 3 Page Ref: 298
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

16) Research indicates that questions that rely on unaided recall can underestimate the actual
occurrence of an event.
Answer: TRUE
Diff: 2 Page Ref: 298
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

17) Omission error takes place when a respondent "remembers" and event that did not actually
occur.
Answer: FALSE
Diff: 2 Page Ref: 298
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

18) Omission, telescoping, and creation are errors that may occur if the respondent has a problem
remembering the information asked in the questionnaire.
Answer: TRUE
Diff: 2 Page Ref: 298
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

19) Respondents that are unwilling to give responses should be given aids such as pictures,
maps, and descriptions to help them articulate their responses.
Answer: FALSE
Diff: 2 Page Ref: 299-300
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

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20) Respondents with responses that are difficult to articulate should be given aids such as
pictures, maps, and descriptions to help them articulate their responses.
Answer: TRUE
Diff: 2 Page Ref: 299-300
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

21) Respondents may be unwilling to answer a particular question because too much effort is
required or they may not remember the information that is being asked.
Answer: FALSE
Diff: 3 Page Ref: 299-300
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

22) The researcher can manipulate the context in which the questions are asked so that the
questions seem appropriate.
Answer: TRUE
Diff: 2 Page Ref: 299-300
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

23) Sensitive topics should be placed at the beginning of the questionnaire to get the difficult
questions over with.
Answer: FALSE
Diff: 2 Page Ref: 299-300
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

24) "What is your occupation?" is a free-answer question.

Answer: TRUE
Diff: 2 Page Ref: 301-303
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

25) Free-response questions are good as first questions on a topic.

Answer: TRUE
Diff: 3 Page Ref: 301-303
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

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26) A principal disadvantage of structured questions is that potential for interviewer bias is high.
Answer: FALSE
Diff: 2 Page Ref: 301-303
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

27) A principal disadvantage of unstructured questions is that potential for interviewer bias is
high.
Answer: TRUE
Diff: 2 Page Ref: 301-303
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

28) Respondents exhibiting order or position bias tend to check the first or last statement in a list.
Answer: TRUE
Diff: 3 Page Ref: 301-303
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

29) To control for order bias, several forms of the questionnaire should be prepared with the
order in which alternatives are listed varied from form to form.
Answer: TRUE
Diff: 1 Page Ref: 301-303
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

30) Dichotomous questions cannot have neutral alternatives such as "don't know" or "no
opinion."
Answer: FALSE
Diff: 2 Page Ref: 301-303
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

31) Choosing question structure is probably the most difficult task in developing a questionnaire.
Answer: FALSE
Diff: 2 Page Ref: 301-303
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

32) When developing questions, the researcher should avoid leading questions like "What is your
favorite brand of toothpaste?"
Answer: FALSE
Diff: 2 Page Ref: 304-307
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

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33) Mentioning the sponsor of a project in the question might bias the respondent towards the
sponsor.
Answer: TRUE
Diff: 2 Page Ref: 304-307
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

34) An alternative that is not explicitly expressed in the options is an explicit alternative.
Answer: FALSE
Diff: 2 Page Ref: 304-307
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

35) There is evidence that the response to a question is influenced by the directionality of the
question.
Answer: TRUE
Diff: 1 Page Ref: 304-307
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

36) Opening questions should be used to get at the purpose of the questionnaire quickly.
Answer: FALSE
Diff: 1 Page Ref: 307-309
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

37) Qualifying questions should not serve as opening questions.

Answer: FALSE
Diff: 1 Page Ref: 307-309
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

38) Information should be obtained in the following order: basic, identification, classification.
Answer: FALSE
Diff: 2 Page Ref: 307-309
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

39) The inverted funnel is a strategy for ordering questions in a questionnaire in which the
sequence starts with the general questions that are followed by progressively specific questions
in order to prevent specific questions from biasing general questions.
Answer: FALSE
Diff: 2 Page Ref: 307-309
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

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40) The inverted funnel approach is useful when respondents have no strong feelings or have not
formulated a point of view.
Answer: TRUE
Diff: 2 Page Ref: 307-309
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

41) In questionnaire design, assigning a code to every conceivable response before data
collection is called pre-coding.
Answer: TRUE
Diff: 1 Page Ref: 310
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

42) All aspects of the questionnaire should be pretested, including question content, wording,
sequence, form and layout, question difficulty, and instructions.
Answer: TRUE
Diff: 1 Page Ref: 312
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

43) Respondents for the pretest and for the actual survey should not be drawn from the same
population.
Answer: FALSE
Diff: 1 Page Ref: 312
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

44) Pretests are best done by personal interviews, even if the actual survey is to be conducted by
mail, telephone, or electronic means.
Answer: TRUE
Diff: 2 Page Ref: 312
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

45) Protocol analysis and debriefing are two commonly used procedures in pretesting.
Answer: TRUE
Diff: 2 Page Ref: 312
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

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46) The responses obtained from the pretest should be coded and analyzed.
Answer: TRUE
Diff: 2 Page Ref: 312-313
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

47) Forms for recording observational data are more difficult to construct than questionnaires.
Answer: FALSE
Diff: 2 Page Ref: 315-316
LO: 10.3 Discuss the observational form of data collection and specify the who, what, when,
where, why, and way of behavior to be observed.

48) Observational forms and questionnaires require adequate pretesting.

Answer: TRUE
Diff: 1 Page Ref: 315-316
LO: 10.3 Discuss the observational form of data collection and specify the who, what, when,
where, why, and way of behavior to be observed.

49) The questionnaire or research instrument should be biased in terms of the country in which it
will be used.
Answer: FALSE
Diff: 1 Page Ref: 316-317
AACSB: Diverse and multicultural work environments
LO: 10.4 Discuss the considerations involved in designing questionnaires for international
marketing research.

50) Information on demographic characteristics such as marital status, education, household size,
occupation, income, and dwelling unit may have to be specified differently for different
countries, as these variables may not be directly comparable across countries.
Answer: TRUE
Diff: 2 Page Ref: 316-317
AACSB: Diverse and multicultural work environments
LO: 10.4 Discuss the considerations involved in designing questionnaires for international
marketing research.

51) Unstructured questions reduce cultural bias because they do not impose any response
alternatives.
Answer: TRUE
Diff: 1 Page Ref: 316-317
AACSB: Diverse and multicultural work environments
LO: 10.4 Discuss the considerations involved in designing questionnaires for international
marketing research.

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52) 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
Diff: 2 Page Ref: 318
LO: 10.5 Explain how social media interface with questionnaire design.

53) An analysis of social media content can aid in determining the content, structure, and
wording of individual questions.
Answer: TRUE
Diff: 2 Page Ref: 318
AACSB: Information technology
LO: 10.5 Explain how social media interface with questionnaire design.

54) 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
Diff: 2 Page Ref: 318
AACSB: Information technology
LO: 10.5 Explain how social media interface with questionnaire design.

55) To minimize discomfort, it should be made clear at the beginning of the interview that
respondents are not obligated to answer a question that makes them uncomfortable.
Answer: TRUE
Diff: 1 Page Ref: 319-320
AACSB: Ethical understanding and reasoning
LO: 10.7 Understand the ethical issues involved in questionnaire design.

56) The researcher has the ethical responsibility of designing the questionnaire so as to obtain the
required information in a biased manner.
Answer: FALSE
Diff: 2 Page Ref: 319-320
AACSB: Ethical understanding and reasoning
LO: 10.7 Understand the ethical issues involved in questionnaire design.

57) According to your test, comScore recruited 87 American and Canadian Web sites to
participate in a study to determine what design features and experiences make visitors return to a
site. The results of the survey found that ________ was the most important factor in determining
whether or not a site would receive repeat visit visitors.
A) whether or not the respondent found the site visit enjoyable
B) content
C) quality of the organization of the site and its degree of uniqueness
D) frivolous content
Answer: B
Diff: 2 Page Ref: 292
AACSB: Information technology
LO: 10.1 Explain the purpose of a questionnaire and its objectives of asking questions that the
respondents can and will answer, encouraging respondents, and minimizing response error.
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58) Typically, a questionnaire is only one element of a data-collection package that might also
include all of the following except ________.
A) some reward
B) communication aids
C) a data code book
D) fieldwork procedures
Answer: C
Diff: 3 Page Ref: 293
AACSB: Reflective thinking
LO: 10.1 Explain the purpose of a questionnaire and its objectives of asking questions that the
respondents can and will answer, encouraging respondents, and minimizing response error.

59) Which of the following is not an objective of a questionnaire?

A) A questionnaire must translate the information needed into a set of specific questions that the
respondents can and will answer.
B) A questionnaire must be easy to use.
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
Diff: 2 Page Ref: 293
LO: 10.1 Explain the purpose of a questionnaire and its objectives of asking questions that the
respondents can and will answer, encouraging respondents, and minimizing response error.

60) Which of the following is not a part of the questionnaire design process?
A) Specify the type of interviewing method.
B) Arrange questions in proper order.
C) Reproduce the questionnaire.
D) Develop sampling plan.
Answer: D
Diff: 1 Page Ref: 293-294
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

61) The great weakness of questionnaire design is lack of ________.

A) precision
B) accuracy
C) theory
D) consensus
Answer: C
Diff: 2 Page Ref: 293-294
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

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62) The first step in the questionnaire design process is ________.
A) specify the type of interview method
B) identify the form and layout
C) specify the information needed
D) determine the content of individual questions
Answer: C
Diff: 2 Page Ref: 293-294
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

63) When developing a questionnaire, to ensure that the information obtained fully addresses all
components of the problem, the researcher should ________.
A) review components of the problem and the approach
B) prepare a set of dummy tables
C) have a clear idea of the target population
D) all of the above
Answer: D
Diff: 2 Page Ref: 294
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

64) A ________ describes how the analysis will be structured once the data have been collected.
A) dummy table
B) analysis table
C) dummy plan
D) none of the above
Answer: A
Diff: 2 Page Ref: 294
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

65) The type of method influences questionnaire design. Considering how the questionnaire is
administered under each method, which method is most appropriate if lengthy, complex, and
varied questions need to be asked?
A) mail questionnaire
B) telephone interview
C) personal interview
D) Internet questionnaire
Answer: C
Diff: 2 Page Ref: 295-296
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

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66) If you are deciding between personal interviews or computer-assisted interviewing, you are
at which step of the questionnaire design process?
A) Specify the type of interviewing method.
B) Determine the content of individual questions.
C) Arrange the questions in proper order.
D) Eliminate bugs by pretesting.
Answer: A
Diff: 1 Page Ref: 295-296
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

67) 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
Diff: 2 Page Ref: 296-297
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

68) "Do you think Coca-Cola is a tasty and refreshing soft drink?" is an example of a ________.
A) structured question
B) dichotomous question
C) double-barreled question
D) branching question
Answer: C
Diff: 2 Page Ref: 296-297
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

69) A ________ is a single question that attempts to cover two issues.

A) structured question
B) dichotomous question
C) double-barreled question
D) branching question
Answer: C
Diff: 1 Page Ref: 296-297
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

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70) When determining if a question is necessary, in some situations it may be necessary to ask
questions that are not directly related to the information that is needed. Which of the reasons
stated below were given in your text as reasons why questions not related to the information
needed might be included in the questionnaire?
A) to establish involvement and rapport
B) to disguise the purpose or sponsorship of the project
C) to generate client support for the project
D) all of the above
Answer: D
Diff: 3 Page Ref: 296-297
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

71) Most "why" questions about the use of a product or choice alternative involve two aspects:
________ and ________.
A) attributes of the product; influences leading to knowledge of the product
B) attributes of the product; how the product is used
C) how the product is used; influences leading to knowledge of the product
D) none of the above
Answer: A
Diff: 3 Page Ref: 296-297
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

72) ________ that measure familiarity, product use, and past experience should be asked before
questions about the topics themselves.
A) Branching questions
B) Filler questions
C) Dichotomous questions
D) Filter questions
Answer: D
Diff: 2 Page Ref: 298
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

73) "Is the respondent informed?", "Can the respondent remember?", and "Can the respondent
articulate?" are all questions asked in the ________ stage of the questionnaire design process.
A) overcoming unwillingness to answer
B) specify the type of interviewing method
C) overcoming inability to answer
D) choosing question wording
Answer: C
Diff: 2 Page Ref: 297-299
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.
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74) Respondents' inability to remember leads to three types of error. Which of the errors listed
below is not mentioned in the text as one of the types of errors created by respondents?
A) telescoping
B) creation error
C) recall error
D) omission error
Answer: C
Diff: 3 Page Ref: 297-299
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

75) The respondents' ability to remember an event is influenced by all of the following
except________.
A) the event itself
B) the time elapsed since the event
C) the presence or absence of events that would aid memory
D) where you were when the event occurred
Answer: D
Diff: 2 Page Ref: 297-299
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

76) Which of the following is not a reason why a respondent might be unwilling to answer a
particular question?
A) The respondent may not be informed.
B) Too much effort is required.
C) The situation or context may not seem appropriate for disclosure.
D) No legitimate purpose or need for the information requested is apparent.
Answer: A
Diff: 2 Page Ref: 299-300
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

77) When trying to overcome respondents' unwillingness to answer, the researcher might list the
possible responses a respondent might make. More specifically, the list is an effort by the
researcher to ________.
A) increasing the unwillingness of respondents
B) obtain sensitive information
C) put the information request in context
D) reduce the effort required of the respondents
Answer: D
Diff: 2 Page Ref: 299-300
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.
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78) Sally was reluctant to answer questions about her personal hygiene until she saw that the
survey was sponsored by the American Medical Association. Sally's understanding of who
sponsored the survey helped with which aspect of "overcoming the respondent's unwillingness to
answer"?
A) legitimate purpose
B) context
C) sensitive information
D) increasing the willingness of the respondent
Answer: A
Diff: 2 Page Ref: 299-300
AACSB: Analytical thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

79) All of the statements below are ways in which the researcher can encourage respondents to
provide information they are unwilling to give except ________.
A) preface the question with a statement that the behavior of interest is common
B) provide response categories rather than asking for specific figures
C) use randomized techniques
D) all of the above
Answer: D
Diff: 3 Page Ref: 299-300
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

80) ________ refer to open-ended questions that respondents answer in their own words.
A) Dichotomous questions
B) Structured questions
C) Unstructured questions
D) Branching questions
Answer: C
Diff: 1 Page Ref: 301-303
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

81) "Describe your college experience" and "What is your occupation?" are ________ questions.
A) dichotomous
B) filter
C) structured
D) unstructured
Answer: D
Diff: 2 Page Ref: 301-303
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

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82) Which of the following statements is not an advantage of unstructured questions?
A) Unstructured questions are good as first questions on a topic.
B) Implicitly, unstructured questions give extra weight to respondents who are more articulate.
C) Unstructured questions have a much less biasing influence on response than structured
questions.
D) Unstructured questions are useful in exploratory research.
Answer: B
Diff: 3 Page Ref: 301-303
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

83) Which of the following statements is not a disadvantage of unstructured questions?

A) Unstructured questions are not suitable for self-administered questionnaires.
B) Coding of responses is costly and time consuming.
C) Unstructured questions have a much less biasing influence on response than structured
questions.
D) Implicitly, unstructured questions give extra weight to respondents who are more articulate.
Answer: C
Diff: 1 Page Ref: 301-303
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

84) Which of the following statements is not true about unstructured questions?
A) Open-ended questions are useful in exploratory research.
B) Precoding can overcome some of the disadvantages of unstructured questions.
C) Open-ended questions are useful as opening questions.
D) Unstructured questions can suffer from order or position bias.
Answer: D
Diff: 2 Page Ref: 301-303
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

85) ________ specify the set of response alternatives and the response format.
A) Filter questions
B) Structured questions
C) Unstructured questions
D) Branching questions
Answer: B
Diff: 1 Page Ref: 301-303
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

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86) Which of the following is not a type of structured question?
A) multiple choice
B) dichotomous
C) scale
D) none of the above
Answer: D
Diff: 1 Page Ref: 301-303
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

87) When developing questionnaire questions, if you are considering order position bias and the
set of all possible response alternatives, you are developing ________ questions.
A) multiple choice
B) dichotomous
C) scale
D) branching
Answer: A
Diff: 2 Page Ref: 301-303
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

88) Which of the following statements is not a disadvantage of structured questions?

A) Coding and processing of data are much less costly and time consuming.
B) Considerable effort is required to design effective multiple choice questions.
C) Showing respondents the list of possible answers produces biased responses.
D) It is difficult to obtain information on alternatives not listed.
Answer: A
Diff: 1 Page Ref: 301-303
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

89) What is the one acute problem of dichotomous questions?

A) There is potential for position bias.
B) It is difficult to obtain information on alternatives not listed.
C) The response can be influenced by the wording of the question.
D) none of the above
Answer: C
Diff: 2 Page Ref: 301-303
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

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90) ________ is the translation of the desired question content and structure into words that
respondents can clearly and easily understand.
A) The questionnaire design process
B) Question wording
C) Overcoming inability to answer
D) Determining the content of individual questions
Answer: B
Diff: 2 Page Ref: 304-307
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

91) When developing a questionnaire, the following guidelines: (1) use positive and negative
statements, (2) avoid implicit alternatives, and (3) avoid leading questions, are used when
________.
A) arranging questions in proper order
B) choosing question wording
C) designing questions to overcome the respondent's inability to answer
D) determining the content of individual questions
Answer: B
Diff: 2 Page Ref: 304-307
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

92) When developing a questionnaire, the six Ws (who, what, when, where, why, and way) are
used when ________.
A) defining the issue
B) choosing question wording
C) avoiding generalizations and estimates
D) determining the content of individual questions
Answer: A
Diff: 2 Page Ref: 304-307
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

93) Choosing between the questions "Do you think the distribution of soft drinks is adequate?"
(Incorrect) and "Do you think soft drinks are readily available when you want to buy them?"
(Correct) are examples of situations that pertain to ________.
A) avoiding leading questions
B) avoiding ambiguous words
C) using positive and negative statements
D) using ordinary words
Answer: D
Diff: 2 Page Ref: 304-307
AACSB: Analytical thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

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94) Which of the words below is an ambiguous word?
A) once
B) never
C) often
D) none of the above
Answer: C
Diff: 1 Page Ref: 304-307
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

95) When developing a questionnaire, if the researcher is asking him/herself if the word means
what he/she intended; if it has any other meanings; if the word has more than one pronunciation;
or if a simpler phrase is suggested, then he/she is probably concerned with ________.
A) avoiding leading questions
B) avoiding ambiguous words
C) using defining the issue
D) using ordinary words
Answer: B
Diff: 3 Page Ref: 304-307
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

96) A ________ is a question that gives the respondent a clue as to what answer is desired or
leads the respondent to answer in a certain way.
A) leading question
B) implicit alternative
C) filter question
D) structured question
Answer: A
Diff: 3 Page Ref: 304-307
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

97) Which of the following statements is correct about implicit alternatives?

A) Making an implied alternative explicit may increase the percentage of people selecting that
alternative.
B) When alternatives are close in preference or large in number, the alternatives at the end of the
list have a greater chance of being selected.
C) The split ballot technique should be used to rotate the order in which a list of alternatives
appear.
D) All of the above are correct.
Answer: D
Diff: 3 Page Ref: 304-307
AACSB: Analytical thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

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98) "Do you like to fly when traveling short distances?" is an example of a(n) ________.
A) implicit assumption
B) implicit alternative
C) generalization
D) All of the above are correct.
Answer: B
Diff: 3 Page Ref: 304-307
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

99) "Are you in favor of a balanced budget?" is an example of a(n) ________.

A) implicit assumption
B) implicit alternative
C) generalization
D) All of the above are correct.
Answer: A
Diff: 3 Page Ref: 304-307
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

100) The statement "Questions should be specific, not general." pertains to the ________ aspect
of questionnaire development.
A) avoid implicit assumptions
B) avoid implicit alternatives
C) avoid generalizations and estimates
D) use unambiguous words
Answer: C
Diff: 2 Page Ref: 304-307
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

101) The information that is of the most importance to the research project and should be
obtained first is ________.
A) qualifying information
B) identification information
C) basic information
D) classification information
Answer: C
Diff: 3 Page Ref: 308
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

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102) ________ is information that relates directly to the research problem.
A) Qualifying information
B) Identification information
C) Basic information
D) Classification information
Answer: C
Diff: 2 Page Ref: 307-309
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

103) ________ is socioeconomic and demographic characteristics used to classify respondents.

A) Qualifying information
B) Identification information
C) Basic information
D) Classification information
Answer: D
Diff: 3 Page Ref: 307-309
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

104) ________ is a type of information obtained in a questionnaire that includes name, address,
and phone number.
A) Qualifying information
B) Identification information
C) Basic information
D) Classification information
Answer: B
Diff: 3 Page Ref: 307-309
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

105) Which of the following statements is true about difficult questions?

A) Difficult questions should be placed at the end of the section on basic information.
B) Difficult questions should be placed at the end of the identification section.
C) Difficult questions should be placed at the end of the classification section.
D) All of the statements are correct.
Answer: D
Diff: 2 Page Ref: 307-309
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

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106) Which statement is correct concerning the effect on subsequent questions?
A) As a rule of thumb, general questions should precede specific questions to prevent specific
questions from biasing responses to general questions.
B) The inverted funnel approach is useful when respondents have no strong feelings or have not
formulated a point of view.
C) The inverted funnel approach is particularly useful when information has to be obtained about
respondents' general choice behavior and their evaluations of specific products.
D) All are correct.
Answer: D
Diff: 2 Page Ref: 307-309
AACSB: Analytical thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

107) ________ are questions used to guide an interviewer through a survey by directing the
interviewer to different spots on the questionnaire depending on the answers given.
A) Leading questions
B) Branching questions
C) Opening questions
D) Multiple choice questions
Answer: B
Diff: 2 Page Ref: 309
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

108) Experiments on mail questionnaires for census of population revealed what about
questionnaire form and layout?
A) Questions at the top of the page received more attention than those placed at the bottom.
B) Sensitive information placed at the end of the questionnaire was answered more frequently
than sensitive information placed elsewhere.
C) Instructions printed in red made little difference except that they made the questionnaire
appear more complicated to the respondents.
D) Both A and C are correct.
Answer: D
Diff: 2 Page Ref: 310
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

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109) Which of the following practices should be avoided when reproducing the questionnaire?
A) If the printed questionnaire runs to several pages, it should take the form of a booklet.
B) Sideways formatting and splitting should be done to conserve space.
C) Directions or instructions should be placed as close to the questions as possible.
D) Surveys directed at different respondent groups can be reproduced on different colored paper.
Answer: B
Diff: 2 Page Ref: 311-312
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

110) ________ 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.
A) Funneling
B) Telescoping
C) Posttesting
D) Pretesting
Answer: D
Diff: 2 Page Ref: 312-313
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

111) Which statement is not true about pretests?

A) To the extent possible, a pretest should involve administering the questionnaire in an
environment and context similar to that of the actual survey.
B) A variety of interviewers should be used for pretests.
C) The project director, the researcher who developed the questionnaire, and other key members
of the research team should conduct some pretest interviews.
D) It is a good practice to employ only experienced interviewers to conduct pretests.
Answer: D
Diff: 3 Page Ref: 312-313
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

112) Observational forms should specify the who, what, and when of the behavior to be
observed. The forms should also specify all of the items below except
A) where
B) whether
C) why
D) way
Answer: B
Diff: 2 Page Ref: 315-316
LO: 10.3 Discuss the observational form of data collection and specify the who, what, when,
where, why, and way of behavior to be observed.

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113) Which of the following statements are true concerning questionnaire design for
international marketing research?
A) The questionnaire may have to be suitable for administration by more than one method.
B) It is desirable to have two or more simple questions rather than a single complex question.
C) Unstructured or open-ended questions should be used with caution in countries with high
illiteracy rates.
D) All of the above statements are true.
Answer: D
Diff: 2 Page Ref: 316-317
AACSB: Diverse and multicultural work environments
LO: 10.4 Discuss the considerations involved in designing questionnaires for international
marketing research.

114) According to the guidelines of Marketing Research and Intelligence Association of Canada,
with the exception of ________, questionnaires that take more than ________ minutes to
complete are generally considered "overly" long.
A) in-home personal interviews; 60
B) computer-assisted personal interviews; 60
C) in-home personal interviews; 30
D) computer-assisted personal interviews; 30
Answer: C
Diff: 3 Page Ref: 319
AACSB: Ethical understanding and reasoning
LO: 10.7 Understand the ethical issues involved in questionnaire design.

115) If a researcher were trying to overcome the unwillingness of respondents to answer by

considering the effort required of the respondents, what might he/she do to make the respondent
more willing to respond? Develop an example question (showing the incorrect and correct way
to best overcome the respondents unwillingness to answer) to clarify your response.
Answer: The researcher should minimize the effort required by providing lists of options for
respondents to check off instead of asking respondents to provide their own list. (The student
should provide his/her own supporting example like the department store example given in
Chapter 10.)
Diff: 2 Page Ref: 299-300
AACSB: Analytical thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

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116) Discuss at least three things that the researcher who is developing a questionnaire can do to
increase the willingness of the respondent to answer.
Answer: Using the following techniques may encourage respondents to provide information that
they are unwilling to give:
∙ Place sensitive topics at the end of the questionnaire. By then, initial mistrust has been
overcome, rapport has been created, legitimacy of the project has been established, and
respondents are more willing to give information.
∙ Preface the question with a statement that the behavior of interest is common. For example,
before requesting information on credit card debt, say, "Recent studies show that most
Americans are in debt." This technique is called the use of counter-biasing statements.
∙ Ask the question using the third-person technique; phrase the question as if it referred to other
people.
∙ Hide the question in a group of other questions that respondents are willing to answer. The
entire list of questions can then be asked quickly.
∙ Provide response categories rather than asking for specific figures. Do not ask, "What is your
household's annual income?" Instead, ask the respondent to check the appropriate income
category: under $25,000, $25,001-$50,000, $50,001-$75,000, or over $75,000. In personal
interviews, give the respondents cards that list the numbered choices. The respondents then
indicate their responses by number.
∙ Use randomized techniques. In these techniques, respondents are presented with two questions,
one sensitive and the other a neutral question with a known probability of a "yes" response (e.g.,
"Is your birthday in March?") They are asked to select one question randomly, for example by
flipping a coin. The respondent then answers the selected question "yes" or "no," without telling
the researcher which question is being answered. Given the overall probability of a "yes"
response, the probability of selecting the sensitive question, and the probability of a "yes"
response to the neutral question, the researcher can determine the probability of a "yes" response
to the sensitive question using the law of probability. However, the researcher cannot determine
which respondents have answered "yes" to the sensitive question.
Diff: 3 Page Ref: 299-300
AACSB: Analytical thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

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Copyright © 2019 Pearson Education, Inc.
117) What techniques can the researcher use when trying to overcome a respondent's inability to
answer?
Answer:
∙ To determine if respondents are informed, filter questions should be used to measure
familiarity, product use, and past experience. The filter questions should be asked before
questions about the topics themselves. A "don't know" option reduces uninformed responses
without reducing overall response rate for questions. Hence, this option should be provided
when the researcher expects that respondents may not be adequately informed about the subject
of the question.
∙ To help the respondent remember, researchers should provide respondents with aids such as
pictures, maps, and descriptions to help them articulate their responses.
∙ To help the respondent articulate responses, the researcher should provide the respondent
various alternative descriptions of the area of interest so that the respondent could pick out the
one they like best.
Diff: 3 Page Ref: 297-299
AACSB: Analytical thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

118) What criteria should the researcher use when deciding whether to use a neutral alternative
with dichotomous questions?
Answer: If a neutral alternative is not included, respondents are forced to choose between "yes"
and "no" even if they feel indifferent. On the other hand, if a neutral alternative is included,
respondents can avoid taking a position on the issue, thereby biasing the results. The following
guidelines are offered: If a substantial proportion of the respondents can be expected to be
neutral, include a neutral alternative. If the proportion of neutral respondents is expected to be
small, avoid the neutral alternative.
Diff: 3 Page Ref: 301-303
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

119) What are the guidelines for the placement of branching questions?
Answer: Placement of branching questions is important and the following guidelines should be
followed: (1) the question being branched (the one to which the respondent is being directed)
should be placed as close as possible to the question causing the branching, and (2) the branching
questions should be ordered so that the respondents cannot anticipate what additional
information will be required. Otherwise, the respondents may discover that they can avoid
detailed questions by giving certain answers to branching questions.
Diff: 2 Page Ref: 309
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

26
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120) Pretesting refers to the testing of the questionnaire on a small sample of respondents to
identify and eliminate potential problems. Discuss what the researcher expects to gain from
pretesting the questionnaire.
Answer: All aspects of the questionnaire should be tested. Subsequent pretests done after
changes are made from an initial pretest should reveal problems peculiar to the interviewing
method. The project director, the researcher who developed the questionnaire, and other key
members of the research team should conduct some pretest interviews to gain a feel for potential
problems and the nature of expected data. Experienced interviewers can easily perceive
uneasiness, confusion, and resistance in the respondents. New interviewers can help the
researcher identify interviewer-related problems. Analysis of pretest responses can serve as a
check on the adequacy of the problem definition and the data and the analysis required to obtain
the necessary information. Analysis of pretest data helps to ensure that all data collected will be
utilized and that the questionnaire will obtain all the necessary data.
Diff: 3 Page Ref: 312-313
AACSB: Reflective thinking
LO: 10.2 Describe the process of designing a questionnaire, the steps involved, and guidelines
that must be followed at each step.

121) What guidelines are available for deciding on the length of a questionnaire in mobile
marketing research?
Answer: In terms of individual question content, only the bare, necessary questions should be
included. This is even more critical in MMR. The optimal length of any survey is a function of
time, the number and type of questions, and the order in which they appear. However, the
general recommendation seems to be to limit the survey to no more than 15 questions. Beyond
that number, respondent fatigue sets in and the completion rate starts to fall. To overcome the
unwillingness to answer, it is even more critical in MMR to minimize the effort required of the
respondents. The recommended duration for the total survey is less than 15 minutes, with some
recommending less than three minutes. Few people have the time to sit down and type out
elaborate, thoughtful responses to 15 survey questions on a desktop – less so, on a smartphone.
So keep it short. This can be feasible only if their task requires minimal effort.
Diff: 3 Page Ref: 318-319
AACSB: Information technology
LO: 10.6 Elucidate questionnaire design in mobile marketing research.

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