Fisher MARKETING 200 – Questionnaire Design

Fisher MARKETING 200 – Questionnaire Design

Chapter 12: Questionnaire DesignMultiple Choice1.Which of the following is not characteristic of the questionnaire?a.formalized schedule for collecting datab.a unique control device in the data collection processc.survey instrumentd.set of questions designed to generate data for specific objectivese.All are characteristic of the questionnaire.2.Which of the following is not part of the criteria for a good questionnaire?a. considers the respondentb.considers the computer hardware tabulating the resultsc.provides decision-making informationd.meets data-processing requirementse.All are part of the criteria for a good questionnaire.3.Which of the following is not characteristic of open-ended questions?a. ease of coding and tabulation of resultsb. respondents get to reply in their own wordsc.answers based on respondent’s frame of referenced.can be used to interpret closed-ended questionse.all of these are characteristic of open-ended questions4.What type of question is the following?Which of the following age categories best describes your age?____0-18____19-24____25-34____35 and overa. dichotomous questionb.open-ended questionc.multiple choice questiond.scaled questione.none of these5.Probing is especially important when using:a. dichotomous questions.b. open-ended questions.c.closed ended questions.d.multiple choice questions.e.none of these6.Which type of question does not allow the researcher to perform statistical analysis?a. closed endedb. multiple choicec.open-endedd.dichotomous7.Which of the following is an incorrect statement concerning questionnaire layout?a. Position threatening or sensitive questions last.b. Allow plenty of space for open-ended questions.c.Always place demographics questions at the beginning.d.Position questions that require the most effort in the middle.e.None of these is an incorrect statement.8.Which of the following is not specifically part of the questionnaire evaluation process?a. evaluating questionnaire lengthb. the necessity of each of the questionsc.getting approval from a clientd.whether questions are needed to accomplish research objectivese.All are part of the questionnaire evaluation process.9.Which type of question would be located in the screener?a. transitionalb. warm upc.demographicd.qualifyinge.none of these10.When a questionnaire asks the respondent to skip question 4 if they answered “no” to question 3, this is an example of _______.a. pipingb. editingc.branchingd.codinge.none of these?11.Which of the following is not a true statement concerning questionnaire development and the Internet?a. It can be used to facilitate questionnaire development.b. There is specialized software for online questionnaire development and implementation.c.Questionnaires can be delivered to potential respondents via email.d.Questionnaires can be posted on the market researcher’s website.e.All of these are true.12.Which of the following is a reason for increased costs of survey research?a. premature termination of the interviewb. adding a security screenerc.trying to reach a qualified respondentd.None of these are reasons for increased costs of survey research.e.All of these are reasons for increased costs of survey research.13.When a question has only two possible choices, it is referred to as a _____________question.a. dichotomousb. qualitativec.multiple choiced.scaled-responsee.none of these14.Going through each question to ensure that skip patterns are followed and that required questions are answered is _______.a. codingb. scalingc.editingd.closinge.none of these15.“In the space below, please write down your three favorite flavors of ice cream” is an example of what type of question?a. scaled responseb. dichotomousc.open endedd.closed endede.none of these16.“Do you own a cell phone? ____YES____NO” is an example of which type of question format?a. scaled responseb.dichotomousc.open endedd.closed endede.none of these17.“First National Bank is….. progressive ____|____|____|____|____ backward” is which of the following question formats?a. scaled responseb.dichotomousc.open endedd.closed endede.none of these18.A screening question is used to:a. identify the right type of question for the final questionnaire.b. check for respondent bias.c.identify appropriate respondents for the survey.d.to identify the right type of question for the final questionnaire and to check for respondent bias.e.none of these19.Which of the following questions potentially biases the respondents?a. “We are conducting a study concerning the high quality of First National Bank services”b. “Do you shop at a store like Wal-Mart?”c.“How satisfied are you with McDonald’s food quality and location?”d.all of these20.A proper layout for a questionnaire is needed to:a.make it attractive to the respondent.b.elicit answers that are more carefully thought out and detailed.c.impose standardization on the questionnaire.d.compensate for poorly worded questions.e.all of these?21.Questions that are sensitive and may embarrass the respondent should be positioned at the ___________ of the survey.a. beginningb.middlec.endd.Such questions should not be asked at all.22. The pretest of a questionnaire would not be done for:a. getting the respondent’s reaction to the questionnaire.b. checking for the appropriateness of the sample of respondents.c.checking for misinterpretations by respondents.d.checking for potentially biasing questions.e.All of these would be part of a pretest.23.It is important for surveys to include supervisor’s instructions in order to assist the _______.a. clientb.field services firmc.respondentd.none of these24.Which of the following types of questions would have the highest cost associated with its interpretation and tabulation?a. open endedb.dichotomousc.multiple choiced.scaled responsee.The cost would be equal for all.25.Which of the following would not be a good practice regarding question sequencing?a. general questions at the endb.general questions at the beginningc.sensitive questions at the endd.questions requiring work in the middlee.none of these?26.A researcher wants to develop a questionnaire that asks users of the product different questions than non-users. What technique should s/he use to accomplish this?a.open-ended questionsb.pipingc.branchingd.non-response27._______________ integrates responses from a question into later questions.a.pipingb.editingc.branchingd.coding28.In the questionnaire design process, what is the first step?a.Determine the data-collection methodb.Determine the question response formatc.Decide on question wordingd.Determine the survey objectives, resources, and constraints29.Probes fall into three distinct categories. What are the categories?a.Proactive, reactive, inactiveb.Proactive, reactive, spontaneousc.Reactive, active, spontaneousd.Proactive, spontaneous, inactive30.__________ is achieved by avoiding ambiguous terminology, using reasonable, vernacular language adjusted to the target group, and asking only one question at a time.a.Leadershipb.Clarityc.Precisiond.None of these31. Which of the following is not a general rule for creating web surveys for mobile devices?a.Keep the number of scale points on rating items in the 5 to 7, at a maximum, rangeb.Keep answer lists to maximum of 10 to 12 itemsc.Present grids/batteries as individual questionsd.Generally work to minimize question wordinge. All of these are general rulesChapter 13: Basic Sampling IssuesMultiple Choice1.Under what kind of sampling procedure must the researcher adhere closely to precise selection procedures to ensure that the results are projectable to the population under study?a.nonprobabilityb.non-randomc.probabilityd.quotae.none of these2.________________ samples must be selected in such a way that every element of the population has a known and equal chance of being selected.a. Clusterb.Simple randomc.Convenienced.Systematic randome.Stratified random3._____________ is the total group of people from whom information is obtained.a. Sample of interestb. Census of interestc.Population of interestd.Subset of intereste.The entire universe4.What do convenience, judgment, quota, and snowball samples have in common?a. They can all be classified as nonprobability samples.b. They can all be classified as probability samples.c.They all use random number tables to generate samples.d.If properly invoked, they all provide projectable results.e.They utilize every nth element in the sample frame.5.Which of the following is a correct statement regarding probability samples?a. The researcher can be sure of obtaining information from a representativecross-section of the population of interestb. Sampling error can be computed.c.The survey results can be projected to the total population.d.All of these statements are correct.e.None of these are correct.6.Which of the following sampling methods, if properly invoked, will produce projectable results?a. quotab. conveniencec. systematicd.snowballe.stratified quota?7.Which of the following types of samples enables the researcher to compute sampling error?a. nonprobabilityb. conveniencec.probabilityd.all of these8.Which of the following could serve as the basis for forming a stratum?a. usage rateb. genderc.income leveld.all of thesee.none of these9.Stratified random samples are often confused with which of the following nonprobability sampling techniques?a. quotab. conveniencec.judgmentd.snowballe. none of these10.Which of the following sampling techniques would give the researcher the most confidence in projecting the findings to the overall population?a. quotab. projectable judgmentc.simple randomd.snowballe.stratified snowball?11.In order to compute a skip interval, the researcher needs to know the desired sample size and the __________.a. censusb. incidence ratec.stratified sampled.population sizee.none of these12.If the researcher is expecting different responses between males and females in a study, which type of sample might be most useful?a. judgmentb. snowballc.stratified randomd.systematic randome.none of these13.Which of the following sampling methods is the most statistically efficient (the most representative)?a. simple randomb. systematic randomc.stratified randomd.clustere.All are equally statistically efficient.14.The type of error which results from the fact that samples are not perfectly representative of the populations from which they are drawn is known as _______.a. measurement errorb. systematic errorc.sampling errord.nonsampling errore.selection error15.Which of the following sample types is often used as a substitute for simple random sampling?a. snowballb. judgmentc.quotad.systematice.none of these16.A researcher randomly selected 10 census tracts from a metropolitan area. Within each census tract, 30 households were randomly selected. The sampling technique just described would be a ______________.a. quota sampleb. area clusterc.stratified randomd.systematic randome.systematic quota17.All other things equal, larger samples will have less ___________ than smaller samples.a. measurement errorb. sampling errorc.time and costd.nonsampling errore.interviewer error18.The difference between the sample result and true population value is known as __________.a. level of confidenceb. nonsampling errorc.acceptable errord.none of these19.The first step in the development of a sampling plan is to:a. determine sample size.b. select a sampling method.c.choose a data collection method.d.define the population of interest.e.decide which statistical techniques are appropriate.20.The _____________ is a list of the members or elements from which units to be sampled are selected.a. populationb. sample framec.sample sourced.sample picturee.universe21.What is the most important reason for the growing popularity of nonprobability samples?a.sampling error can be computedb.representative of populationc.lower cost than probability samplesd.less nonresponse bias than other types of sampling22.If a researcher offers beer drinkers an extra incentive to recruit their friends who also drink beer to participate in the study, s/he is using a(n) ________sample.a.clusterb.systematicc.stratifiedd.snowballe.none of these23.Of the following, which is the most important consideration when choosing a sample?a.size of the sampleb.size of the populationc.how well the sample represents the populationd.how well the population represents the sample24.In a ___________, data are obtained from or about every member of the population of interest, while in a ______________, information is obtained from or about a part of the population and used to make estimates about various characteristics of the total population.a.Sample, censusb.Sample, studyc.Census, sampled.Census, study25.Under the right circumstances and all other things equal, _________ produces the most efficient samples and provides the most precise or reliable estimates for a given sample size.a.Proportional stratified allocationb.Disproportional stratified allocationc.Optimal allocationd.Disproportional Quota allocatione.None of these?26.Which of the following is an advantage to internet sampling?a.respondents complete survey at their convenienceb.data collection is relatively inexpensivec.the interview can be administered under software controld.survey can be completed quicklye.all of these27. Which of the following is a nonprobability sample in which quotas, based on demographic or classification factors selected by the researcher, are established for population subgroups?a.Quota sampleb.Convenience samplec.Stratified sampled.Systematic samplee.Snowball samples28. Interviewing costs are dramatically reduced under which of the following sample type?a.Systematicb.Simple randomc.Stratifiedd.Clustere.None of these29. The “bigness” of Big Data can be seductive and lead researchers to not question which of the following?a.representativenessb.sample framec.purposeful nonrandomness d.all of theseChapter 14: Sample Size DeterminationMultiple Choice1.Which of the following is not a piece of required information in order to determine sample size?a.estimated population standard deviationb.estimated population medianc.acceptable level of sampling errord.desired level of confidencee.All are necessary to determine sample size.2.The idea that a large number of sample means or proportions will approximate a normal distribution, regardless of the distribution of the population from which they were drawn, is known as: a. sample varianceb.population variancec.central limit theoremd.random errore.simple random sample3.A continuous distribution, which is bell-shaped and symmetric about the mean, is known as:a. the normal distribution.b.the chi-square distribution.c.the F-distribution.d.the mean distribution.e.the binomial distribution.4.A researcher wants to know the average number of times per month respondents eat at fast food restaurants. The statistic that s/he is most interested in would be the_________.a. varianceb. meanc.standard deviationd.proportion?5.Which of the following is not a determinant of sample size for probability samples? a. budget availableb. research objectivesc.rule of thumbd.all of these are determinants6.If we were making inferences from a single sample, we would expect that there would be a ____ percent probability that the sample mean or proportion generated from our sample results would be within two standard errors of the true population mean.a. 68.26%b. 99.74%c.97.5%d.95.44%e.98.00%7.Higher levels of confidence generally require:a. larger sample sizes.b. greater variance.c.smaller sample sizes.d.smaller standard deviation.8.When a research company routinely uses samples of 300 for their studies, they are using which type of plan to determine sample size?a. the 50% ruleb. budget availablec.rule of thumbd.number of subgroups to be analyzed9.How many respondents should be in each important subgroup of a sample?a. 10b. 25c.50d.95e.10010.Which of the following statements about sample size is false?a. There is no direct relationship between population size and the size of thesample required to estimate population parameters.b. The larger the sample variance, the larger the sample size that is required.c.The higher the level of confidence, the larger the sample size that is required.d.The larger the population, the larger the sample size that is required.e.All of these statements are false.11.Holding constant at a 95% level of confidence, if the standard deviation increases, then the sample size required to represent the population in question will be _______.a. largerb. about the samec.smallerd.not applicable12.As the level of tolerable error increases in the sample means formula, the sample size required to represent a particular population is:a. smallerb. largerc.about the samed.none of these13.Which of the following is not required to determine sample size using the sample means formula?a. the standard error of the meanb. desired level of confidencec. estimate of population standard deviationd. level of tolerable errore. all of these are required.14.Which of the following is not a method for estimating the population standard deviation?a. prior study resultsb. conduct a pilot studyc.use secondary datad.using population size?15.____________ is a range of values within which the true population value is estimated to fall.a. Interval estimateb. Point estimatec.Population estimated.Sample estimatee.Universe estimate16.Which of the following is not a measure of central tendency?a. varianceb. meanc.mediand.mode17.Standard error of the mean is:a. a measure of dispersion of a large population.b. a measure of dispersion of large sample.c. the standard deviation of a distribution of sample means.d. the error in the computation of population standard deviation.e.none of these18.All of the statistical methods for determining sample size in this chapter assume which of the following?a.a large populationb.a valid questionnairec.simple random samplingd.stratified samplinge.none of these19.Which of the following would increase the necessary sample size in a study?a.smaller mean of the variables in questionb.less need for precisionc.need to divide sample into sub-groupsd.larger populatione.smaller population?20.About 68% of the area under a standard normal curve covers one _________.a.meanb.samplec.varianced.standard deviatione.median21.When a researcher is not sure if people who responded to the survey are different from those who did not respond, this brings into question the issue of:a.inappropriate sample size.b.systematic bias.c.nonresponse bias.d.refusal bias.22. A(n) ____________ normal distribution is a normal distribution with a mean of zero and a standard deviation of one.a.Balancedb.Standardc.Stockd.Ordinarye. Outstanding23.The _____________ includes all the possible individuals or objects from whom or about which information is needed to meet the objectives of the research.a.Groupb.Selectionc.Populationd.Range?e.Variance24.___________ sampling error is the amount of sampling error the researcher is willing to accept.a.Givenb.Projectedc.Acceptedd.Allowablee. Tolerable25. The results of a sample can be used to generate which of the following concerning the population mean?a.point estimateb.interval estimatec.dot estimated.point and interval estimatee.interval and dot estimate26. Statistical power is the probability of not making which of the following types of error?a.Type Ib.Type IIc.Type IIId.Type Ae.Type B27. A type I error is described as which of the following?a.the error of saying that there is no difference when there is a differenceb.the error of saying that there is a difference when there is not a differencec.the error of saying that two variables are the samed.the error of incorrect standard deviatione.none of these


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