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Marketing Research: Within a Changing Information Environment, 2/e

Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida

Questionnaire Design and Issues

Multiple Choice Quiz


1	______________ construction involves taking established sets of scale measurements and formatting them into a complete instrument for communicating with and collecting raw data from respondents.
		A)	Sample
		B)	Questionnaire
		C)	Sample frame
		D)	Target market
		E)	Sample unit


2	A questionnaire is composed of:
		A)	words.
		B)	questions.
		C)	formats.
		D)	hypotheses.
		E)	all of the above.


3	The X-Cel Corporation values research that allows respondents to provide information in their own words. Questionnaires used by the firm are likely to emphasize:
		A)	unstructured questions.
		B)	structured questions.
		C)	Likert scales.
		D)	closed-end questions.
		E)	bi-polar opposites.


4	“Bad questions tend to be:
		A)	incomprehensible to the respondent.
		B)	unanswerable by the respondent.
		C)	leading or loaded.
		D)	double-barreled.
		E)	all of the above.


5	A(n) ____________ is a formalized statement of a testable relationship between two or more constructs or variables.
		A)	questionnaire
		B)	Likert scale
		C)	hypothesis
		D)	sample frame
		E)	closed-end questionnaire


6	The X-Cel Corporation has hypothesized that its customers come primarily from upper-income professionals. The firm will be testing a(n):
		A)	null hypothesis.
		B)	nondirectional hypothesis.
		C)	inverse directional hypothesis.
		D)	direct directional hypothesis.
		E)	none of the above.


7	The _____________________ approach to questionnaire provides a guide for creating and sequencing questionnaire elements into a smooth-flowing logical data collection instrument.
		A)	Likert
		B)	flower pot
		C)	Plato
		D)	flow-chart
		E)	diagramatic


8	According to the logic of the flower pot approach, question portion of the questionnaire should begin with:
		A)	general information questions to “put the respondent at ease”.
		B)	the detailed data that forms the crux of the effort to assure completion.
		C)	detailed demographic/psychographic data for classification.
		D)	a mix of information/demographic data to avoid boredom.
		E)	open-ended questions that are easier to answer than closed-end questions.


9	The flower pot approach to questionnaire design “dictates” that the last portion of the instrument should consist of:
		A)	open-ended questions.
		B)	an explanation of the purpose of the study.
		C)	respondent demographic/psychographic questions.
		D)	detailed hypothesis testing.
		E)	Likert scales.


10	In evaluating a questionnaire, the researcher should test each question or scale measurement to be certain that:
		A)	the requested data is required.
		B)	appropriate questions/scale measures are being used.
		C)	appropriate scaling properties are employed.
		D)	appropriate measures of central tendency/dispersion are employed.
		E)	all of the above.


11	The major purpose of the ___________________ is to introduce the respondent to the study and “sell” them upon participation.
		A)	questionnaire
		B)	cover letter
		C)	general information questions
		D)	open-ended questions
		E)	demographic section


12	A statement guaranteeing survey respondents that their names will in no way be linked to their responses is designed to assure respondents of:
		A)	confidentiality.
		B)	timeliness.
		C)	randomness.
		D)	anonymity.
		E)	accuracy.


13	The X-Cel Corporation would like to maximize the incentive for respondents to participate in its latest survey effort. The firm is most likely to accomplish this by:
		A)	entering each participant into a lottery offering one “significant” prize.
		B)	stressing the importance of the study.
		C)	emphasizing the prestige of being selected to participate.
		D)	enclosing a $5 bill with the survey.
		E)	stressing the opportunity to impact the firm's decisions.


14	Traditionally, ___________________________ are used to determine the eligibility of a prospective respondent for inclusion in a survey.
		A)	cover letters
		B)	quota forms
		C)	incentives
		D)	interviewer forms
		E)	screening forms


15	Which of the following is used as a “tracking form” to enhance the interviewer's ability to collect raw data from the right type of respondents?
		A)	quota sheets
		B)	screening forms
		C)	rating cards
		D)	call record sheets
		E)	interviewer forms

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