Chapter 13 Questionnaires and Instruments

Chapter 13
Questionnaires and Instruments

Multiple Choice Questions

1. All of the following questions must be answered prior to designing a questionnaire except _____. 

A. What type of scale is needed to perform the desired analysis to answer the management question?
B. What data collection mode will be used?
C. Should the question be structured, unstructured, or some combination?
D. Should the questioning be disguised or undisguised?
E. How will the results be translated into managerial recommendations?
2. A(n) _____ question is one designed to conceal the question's and the study's true purpose. 
A. undisguised
B. disguised
C. unstructured
D. structured
E. projective
3. In which of the following situations should a study's objective be disguised? 
A. When the study's objective is unlikely to affect the participants' responses
B. When requesting willingly shared, conscious-level information
C. When requesting reluctantly shared, conscious-level information
D. When requesting knowable, conscious-level information
E. When requesting willingly shared, knowable information
4. A(n) _____ describes how the analysis will be structured once the data have been collected. 
A. dummy table
B. analysis table
C. analysis flowchart
D. dummy variable
E. branching design
5. Which of the following goals should a good survey instrument accomplish?
A. Encourage each participant to provide accurate responses
B. Encourage participants to be succinct in their responses
C. Encourage participants to answer only those questions they are comfortable answering
D. Encourage participants to end the survey when they feel they have contributed enough information
E. Ask as much as possible from the respondents
6. Which of the following terms is used to refer to questionnaires used in personal interviews? 
A. Administrative questions
B. Interview schedules
C. Moderator guides
D. Survey schedules
E. Interview guides
7. What type of questions identifies the participant, interviewer, interview location, and conditions? 
A. classification questions
B. Target questions
C. Administrative questions
D. Structured questions
E. Supervisory questions
8. All of the following question types are asked of the survey participant except _____. 
A. classification questions
B. target questions
C. supervisory questions
D. administrative questions
E. disguised questions
9. Which of the following types of data are collected using a classification question? 
A. Gender
B. Purchase behavior
C. Attitude toward the brand
D. Personality
E. Behavioral intent
10. What type of question seeks to group participants' answers so that patterns can be revealed and studied? 
A. Classification questions
B. Target questions
C. Supervisory questions
D. Administrative questions
E. Disguised questions
11. Classification questions seek to _____. 
A. identify the participant, interviewer, interview locations, and conditions
B. measure the core investigative questions
C. measure sociological-demographic variables that allow participants' answers to be grouped
D. frame the context of target questions
E. address the primary management issue being studied
12. What type of question seeks to address the investigative questions of a specific study? 
A. classification questions
B. Target questions
C. Supervisory questions
D. Administrative questions
E. Disguised questions
13. When target questions present the participants with a fixed set of choices, they are _____. 
A. unstructured
B. undisguised
C. structured
D. disguised
E. open-ended
14. 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 tend to be less biasing influence on response than structured questions.
D. Implicitly, unstructured questions give extra weight to respondents who are more articulate.
E. Unstructured questions require the use of content analysis.
15. Which of the following questions is not useful for the instrument designer when selecting appropriate question content and writing questions? 
A. Should this question be asked?
B. Is the question of proper scope and coverage?
C. Can the participant answer this question as asked?
D. Will the participant willingly answer this question as asked?
E. What data collection mode will be used?
16. A study of donor behavior for the Tsunami Relief Fund seeks to identify participation from consumers through indirect gifts such as purchasing items of which a portion of proceeds will benefit Tsunami victims. Because such purchases do not record whether an individual made the purchase decision as a form of donation, a survey will be used to identify this behavior. In writing the target questions for the study, the instrument designer should be aware of errors arising from the issue of _____. 
A. precision
B. time for though
C. sensitive information
D. recall and memory decay
E. presumed knowledge
17. In a question related to approval of President George W. Bush's plan to save social security, the interviewer asks, "Don't you agree that something must be done to save social security?" This question suffers from _____. 
A. sensitive information
B. double-barreled question
C. biased wording
D. frame of reference
E. recall and memory decay
18. 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 biased words
C. presuming knowledge
D. ensuring the right frame of reference
E. providing time for thought
19. Which issue related to the design of measurement questions addresses whether it is reasonable to assume that the participant can frame an answer to the question? 
A. Precision
B. Frame of reference
C. Time for thought
D. Biased wording
E. Adequate alternatives
20. 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 double-barreled questions
C. choosing shared vocabulary
D. personalizing the questionnaire
E. providing a frame of reference
21. The issue of frame of reference in the design of questions and questionnaires asks _____. 
A. does the question contain wording that implies the researcher's desire for the participant to respond in one way rather than another
B. is the question worded from the researcher's perspective or the participant's perspective
C. does the question ask the participant for information that relates to thoughts or activity too far in the participant's past to be remembered
D. does the question use words that have no meaning or a different meaning for the participant
E. is it reasonable to assume that the participant can frame an answer to the question
22. The issue of biased wording in the design of questions asks _____. 
A. does the question contain wording that implies the researcher's desire for the participant to respond in one way rather than another
B. is the question worded from the researcher's perspective or the participant's perspective
C. does the question ask the participant for information that relates to thoughts or activity too far in the participant's past to be remembered
D. does the question use words that have no meaning or a different meaning for the participant
E. is it reasonable to assume that the participant can frame an answer to the question
23. The issue of time for thought in the design of questions asks _____. 
A. does the question contain wording that implies the researcher's desire for the participant to respond in one way rather than another
B. is the question worded from the researcher's perspective or the participant's perspective
C. does the question ask the participant for information that relates to thoughts or activity too far in the participant's past to be remembered
D. does the question use words that have no meaning or a different meaning for the participant
E. is it reasonable to assume that the participant can frame an answer to the question
24. The issue of memory decay in the design of questions asks _____. 
A. does the question contain wording that implies the researcher's desire for the participant to respond in one way rather than another
B. is the question worded from the researcher's perspective or the participant's perspective
C. does the question ask the participant for information that relates to thoughts or activity too far in the participant's past to be remembered
D. does the question use words that have no meaning or a different meaning for the participant
E. is it reasonable to assume that the participant can frame an answer to the question
25. The issue of shared vocabulary in the design of questions asks _____. 
A. does the question contain wording that implies the researcher's desire for the participant to respond in one way rather than another
B. is the question worded from the researcher's perspective or the participant's perspective
C. does the question ask the participant for information that relates to thoughts or activity too far in the participant's past to be remembered
D. does the question use words that have no meaning or a different meaning for the participant
E. is it reasonable to assume that the participant can frame an answer to the question
26. When a question asks a respondent to recall an experience or decision that happened a long time ago, the data may be affected by _____. 
A. the sensitivity of the question
B. memory decay
C. lack of precision
D. an insufficient frame of reference
E. lack of balance
27. A measurement question whose wording suggests to the participant the desired answer is a(n) _____ question. 
A. double-barreled
B. leading
C. open-ended
D. forced-choice
E. free-response
28. A measurement question where the participant chooses the words to frame the answer is a _____ question. 
A. double-barreled
B. leading
C. free-response
D. structured
E. multiple-choice
29. Which type of measurement question poses more than two response choices but seeks a single answer? 
A. Free-response
B. Open-ended
C. Dichotomous
D. Multiple-choice
E. Checklist
30. A question that asks "What sources of information do you consider when making purchase decisions?" is a _____ question. 
A. rating
B. free-response
C. double-barreled
D. checklist
E. ranking
31. A measurement question that includes two or more questions in one is said to be _____. 
A. double-barreled
B. leading
C. sensitive
D. subjective
E. unfocused
32. In a study of grocery shopping behavior, one of the questions on the instrument asked, "To what extent are you comfortable with and willing to use self-serve checkout lines at grocery stores?" This question should be redesigned because it is _____. 
A. leading
B. sensitive
C. subject to memory decay
D. too general
E. double-barreled
33. In a study of grocery shopping behavior, one of the questions asked, "Why do you shop at this grocery store?" The question was a multiple-choice, closed ended question and offered the following response options: a) it is near my home, b) it is on my way home from work, c) the prices are reasonable, d) it offers a good selection, and e) it stocks the items I like to buy. This question should be redesigned because _____. 
A. it is double-barreled
B. the response options are not mutually exclusive
C. it suffers from memory decay
D. it requests sensitive information
E. it is too general
34. In surveys conducted with telephone interviews or in-person interviews, which form of order bias is likely to occur? 
A. Recency effect
B. Primacy effect
C. Halo effect
D. Demand effect
E. Leniency
35. In mail and in web-based surveys, which form of order bias is likely to occur? 
A. Recency effect
B. Primacy effect
C. Halo effect
D. Demand effect
E. Leniency
36. Which form of order bias occurs when a participant tends to choose the first alternative presented as his or her response to a closed-ended question? 
A. Recency effect
B. Primacy effect
C. Halo effect
D. Demand effect
E. Leniency
37. Which form of order bias occurs when a participant tends to choose the last alternative presented as his or her response to a closed-ended question? 
A. Recency effect
B. Primacy effect
C. Halo effect
D. Demand effect
E. Leniency
38. How can an instrument designer counteract biases arising from primacy and recency effects? 
A. Randomize the question order
B. Utilize the split-ballot technique
C. Include questions designed to measure a participant's susceptibility to order bias
D. Provide an other option in the response choices
E. All of the above
39. Questions in Web surveys often use drop-down boxes as a manner of displaying the response choices for a question. This type of display method is particularly prone to _____. 
A. halo effects
B. leniency effects
C. primacy effects
D. recency effects
E. presumption effects
40. Checklists with several items to be considered by respondents may be subject to _____. 
A. halo effects
B. leniency effects
C. primacy effects
D. recency effects
E. presumption effects
41. Every time a Netflix customer returns a DVD, Netflix asks the customer to evaluate the DVD on a scale of one to five. A five means that the customer thoroughly enjoyed the DVD while a one means that the customer hated the DVD. Netflix is using a(n) _____ question to learn customer preferences. 
A. administrative
B. checklist
C. ranking
D. rating
E. semantic differential
42. Every time a Netflix customer returns a DVD, Netflix asks the customer to evaluate the DVD relative to other DVDs on a scale of one to five. A five means that the customer thought this DVD was better than most others while a one means that the DVD is among the worst. In this example, Netflix is using a(n) _____ question to learn customer preferences. 
A. administrative
B. checklist
C. ranking
D. rating
E. semantic differential
43. How many answer choices are provided in a free-response question? 
A. 2
B. 3-10
C. 10 or fewer
D. None
E. It depends on the question
44. A question that is used to qualify a participant's knowledge about the questions of interest or experience necessary to participate is a(n) _____ question. 
A. administrative
B. screen
C. target
D. branched
E. classification
45. A survey of preferences among frequent air travelers will be conducted at airports nationwide. Prior to asking target questions regarding respondent preferences, which of the following should occur? 
A. Screen questions should ensure that participants are frequent air travelers
B. Socio-economic questions should be asked
C. Questions about terrorist concerns should be asked
D. Branching questions can distinguish between frequent air travelers and less frequent travelers
E. Free-response questions should be asked
46. A(n) _____ question is a measurement question the sequence of which is determined by the participant's previous answers. 
A. administrative
B. screen
C. target
D. branched
E. classification
47. Where in a survey should personal or potentially sensitive questions be placed? 
A. At the beginning
B. In the middle
C. Near the end
D. After screen questions
E. It doesn't matter
48. What type of measurement question is designed to establish rapport with the participant? 
A. Screen
B. Branch
C. Target
D. Buffer
E. Administrative
49. The term, funnel approach, means to _____ in questionnaire design. 
A. begin with general questions to more specific questions
B. branch from buffer questions to target questions
C. begin with buffer questions and end with screen questions
D. move from screen questions to buffer questions to classification questions
E. ask sensitive questions early
50. All of the following can improve participant motivation to respond except _____. 
A. developing rapport
B. assuring confidentiality
C. building participant interest in the topic
D. offering an incentive
E. limiting the number of questions asked