Marketing Research An Applied Orientation Global 6th Edition Malhotra Test Bank

Marketing Research An Applied
Orientation Global 6th Edition Malhotra

Test Bank
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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 False
Diff: 1 Type: TF Page Ref: 335
AACSB:
LO : 1
2. Another name for questionnaire is schedule instrument.

Answer: True False
AACSB:
LO : 1
3. A questionnaire is an informal set of questions for obtaining information from respondents.

Answer: True False
AACSB:
LO : 1
4. Two apparently similar ways of posing a question always yields the same information.
Answer: True False
AACSB:
LO : 1
5. A well-designed questionnaire can motivate the respondents and increase the response rate.
Answer: True False
AACSB:
LO : 1
6. The steps in the questionnaire design process are interrelated and the development of a questionnaire will
involve some iteration and looping.
Answer: True False
AACSB:
LO : 2
7. A questionnaire is a major source of response error.

Answer: True False
AACSB:
LO : 1
8. The more diversified the respondent group, the more difficult it is to design a single questionnaire that is
appropri ate for the entire group.
Answer: True False
AACSB:
LO : 2
9. All questions on a questionnaire should contribute to the information needed or serve some specific purpose.
Answer: True False
Diff: 1 Type: TF Page Ref: 338-339
AACSB:
LO : 2
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 False
AACSB:
LO : 2
11. Respondents do not answer questions on which they are not informed.
Answer: True False
AACSB:
LO : 2
12. Filter questions enable the researcher to filter out respondents who are not adequately informed.
Answer: True False
AACSB: Reflective Thinking
LO : 2
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: True False
AACSB:
LO : 2
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: True False
LO : 2
15. Creation error is the inability to recall an event that actually took place.
Answer: True False
AACSB:
LO : 2
16. Research indicates that questions that rely on unaided recall can underestimate the actual occurrence of an
event.
Answer: True False
AACSB:
LO : 2
17. Omission error takes place when a respondent "remembers" and event that did not actually occur.
Answer: True False
AACSB:
LO : 2
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 False
AACSB:
LO : 2
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: True False
AACSB:
LO : 2
20. Respondents with responses that are difficult to articulate should be given aids such as pictures, maps, and
Answer: True False
LO : 2
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: True False
LO : 2
22. The researcher can manipulate the context in which the questions are asked so that the questions seem
appropriate.
Answer: True False
LO : 2
23. Sensitive topics should be placed at the beginning of the questionnaire to get the difficult questions over with.
Answer: True False
LO : 2
24. "What is your occupation?" is a free-answer question.

Answer: True False
AACSB:
LO : 2
25. Free-response questions are good as first questions on a topic.

Answer: True False
AACSB:
LO : 2
26. A principal disadvantage of structured questions is that potential for interviewer bias is high.
Answer: True False
AACSB:
LO : 2
27. A principal disadvantage of unstructured questions is that potential for interviewer bias is high.
Answer: True False
AACSB:
LO : 2
28. Respondents exhibiting order or position bias tend to check the first or last statement in a list.
Answer: True False
AACSB:
LO : 2
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 False
LO : 2
30. Dichotomous questions cannot have neutral alternatives such as "don't know" or "no opinion."
Answer: True False
AACSB:
LO : 2
31. Choosing question structure is probably the most difficult task in developing a questionnaire.
Answer: True False
AACSB:
LO : 2
32. When developing questions, the researcher should avoid leading questions like "What is your favorite brand
of toothpaste?"
Answer: True False
AACSB:
LO : 2
33. Mentioning the sponsor of a project in the question might bias the respondent towards the sponsor.
Answer: True False
AACSB:
LO : 2
34. An alternative that is not explicitly expressed in the options is an explicit alternative.
Answer: True False
AACSB:
LO : 2
35. There is evidence that the response to a question is influenced by the directionality of the question.
Answer: True False
AACSB:
LO : 2
36. Opening questions should be used to get at the purpose of the questionnaire quickly.
Answer: True False
AACSB:
LO : 2
37. Qualifying questions should not serve as opening questions.

Answer: True False
AACSB:
LO : 2
38. Information should be obtained in the following order: basic, identification, classification.
Answer: True False
AACSB:
LO : 2
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: True False
LO : 2
40. The inverted funnel approach is useful when respondents have no strong feelings or have not formulated a
point of view.
Answer: True False
LO : 2
41. In questionnaire design, assigning a code to every conceivable response before data collection is called
pre-coding.
Answer: True False
AACSB:
LO : 2
42. All aspects of the questionnaire should be tested, including question content, wording, sequence, form and
layout, question difficulty, and instructions.
Answer: True False
AACSB:
LO : 2
43. Respondents for the pretest and for the actual survey should not be drawn from the same population.
Answer: True False
AACSB:
LO : 2
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 False
AACSB:
LO : 2
45. Protocol analysis and debriefing are two commonly used procedures in pretesting.
Answer: True False
AACSB:
LO : 2
46. The responses obtained from the pretest should be coded and analyzed.
Answer: True False
AACSB:
LO : 2
47. Forms for recording observational data are more difficult to construct than questionnaires.
Answer: True False
AACSB:
LO : 3
48. Observational forms and questionnaires require adequate pretesting.

Answer: True False
AACSB:
LO : 3
49. The questionnaire or research instrument should be biased in terms of the country in which it will be used.
Answer: True False
AACSB: Multicultural and Diversity
LO : 4
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 False
LO : 4
51. Unstructured questions reduce cultural bias because they do not impose any response alternatives.
Answer: True False
LO : 4
52. 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 False
AACSB: Ethical Reasoning
LO : 5
53. The researcher has the ethical responsibility of designing the questionnaire so as to obtain the required
information in a biased manner.
Answer: True False
LO : 5
54. According to your test, SurveySite 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. content
B. whether or not the respondent found the site visit enjoyable
C. quality of the organization of the site and its degree of uniqueness
D. frivolous content
Answer: A
Diff: 2 Type: MC Page Ref: 334
AACSB: Use of IT
LO : 6
55. Typically, a questionnaire is only one element of a data-collection package that might also include all of the
following except ________.
A. fieldwork procedures
B. some reward
C. communication aids
D. a data code book
Answer: D
LO : 1
56. Which of the following is not an objective of a questionnaire?

A. A questionnaire must be easy to use.
B. A questionnaire should minimize response error.
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 must translate the information needed into a set of specific questions that the
respondents can and will answer.
Answer: A
AACSB:
LO : 1
57. Which of the following is not a part of the questionnaire design process?
A. Develop sampling plan.
B. Arrange questions in proper order.
C. Reproduce the questionnaire.
D. Specify the type of interviewing method.
Answer: A
AACSB:
LO : 2
58. The great weakness of questionnaire design is lack of ________.

A. theory
B. precision
C. consensus
D. accuracy
Answer: A
AACSB:
LO : 2
59. The first step in the questionnaire design process is ________.

A. specify the information needed
B. specify the type of interview method
C. identify the form and layout
D. determine the content of individual questions
Answer: A
AACSB:
LO : 2
60. When developing a questionnaire, to ensure that the information obtained fully addresses all components of
the problem, the researcher should ________.
A. have a clear idea of the target population
B. review components of the problem and the approach
C. prepare a set of dummy tables
D. all of the above
Answer: D
AACSB:
LO : 2
61. A ________ describes how the analysis will be structured once the data have been collected.
A. analysis table
B. dummy plan
C. dummy table
D. none of the above
Answer: C
AACSB:
LO : 2
62. 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. telephone interview
B. Internet questionnaire
C. personal interview
D. mail questionnaire
Answer: C
Diff: 2 Type: MC Page Ref: 337-338
LO : 2
63. If you are deciding between personal interviews or computer-assisted interviewing, you are at which step of
the questionnaire design process?
A. Arrange the questions in proper order.
B. Specify the type of interviewing method.
C. Eliminate bugs by pretesting.
D. Determine the content of individual questions.
Answer: B
AACSB:
LO : 2
64. Deciding if a question is necessary or if several questions are needed rather than one are decisions involved
with ________.
A. choosing question structure
B. individual question content
C. determining the order of scales
D. choosing question wording
Answer: B
AACSB:
LO : 2
65. "Do you think Coca-Cola is a tasty and refreshing soft drink?" is an example of a ________.
A. double-barreled question
B. dichotomous question
C. structured question
D. branching question
Answer: A
AACSB:
LO : 2
66. A ________ is a single question that attempts to cover two issues.

A. dichotomous question
B. double-barreled question
C. branching question
D. structured question
Answer: B
AACSB:
LO : 2
67. 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 disguise the purpose or sponsorship of the project
B. to generate client support for the project
C. to establish involvement and rapport
D. all of the above
Answer: D
LO : 2
68. Most "why" questions about the use of a product or choice alternative involve two aspects: ________ and
________.
A. attributes of the product; how the product is used
B. attributes of the product; influences leading to knowledge of the product
C. how the product is used; influences leading to knowledge of the product
Answer: B
LO : 2
69. ________ that measure familiarity, product use, and past experience should be asked before questions about
the topics themselves.
A. Dichotomous questions
B. Branching questions
C. Filter questions
D. Filler questions
Answer: C
AACSB:
LO : 2
70. "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 inability to answer
B. choosing question wording
C. specify the type of interviewing method
D. overcoming unwillingness to answer
Answer: A
AACSB:
LO : 2
71. 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. recall error
C. omission error
D. creation error
Answer: B
LO : 2
72. 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. where you were when the event occurred
D. the presence or absence of events that would aid memory
Answer: C
LO : 2
73. Which of the following is not a reason why a respondent might be unwilling to answer a particular question?
A. The situation or context may not seem appropriate for disclosure.
B. The respondent may not be informed.
C. Too much effort is required.
D. No legitimate purpose or need for the information requested is apparent.
Answer: B
LO : 2
74. 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. obtain sensitive information
B. increasing the unwillingness of respondents
C. reduce the effort required of the respondents
D. put the information request in context
Answer: C
AACSB:
LO : 2
75. 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. context
B. legitimate purpose
C. sensitive information
D. increasing the willingness of the respondent
Answer: B
AACSB: Analytic Skills
LO : 2
76. All of the statements below are ways in which the researcher can encourage respondents to provide
information they are unwilling to give except ________.
A. provide response categories rather than asking for specific figures
B. preface the question with a statement that the behavior of interest is common
C. use randomized techniques
D. all of the above
Answer: D
LO : 2
77. ________ refer to open-ended questions that respondents answer in their own words.
A. Branching questions
B. Dichotomous questions
C. Structured questions
D. Unstructured questions
Answer: D
AACSB:
LO : 2
78. "Describe your college experience" and "What is your occupation?" are ________ questions.
A. filter
B. dichotomous
C. structured
D. unstructured
Answer: D
AACSB:
LO : 2
79. Which of the following statements is not an advantage of unstructured questions?

A. Unstructured questions are good as first questions on a topic.
B. Unstructured questions are useful in exploratory research.
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: D
LO : 2
80. Which of the following statements is not a disadvantage of unstructured questions?

A. Unstructured questions are not suitable for self-administered questionnaires.
B. Implicitly, unstructured questions give extra weight to respondents who are more articulate.
C. Coding of responses is costly and time consuming.
D. Unstructured questions have a much less biasing influence on response than structured questions.
Answer: D
LO : 2
81. Which of the following statements is not true about unstructured questions?
A. Precoding can overcome some of the disadvantages of unstructured questions.
B. Unstructured questions can suffer from order or position bias.
C. Open-ended questions are useful as opening questions.
D. Open-ended questions are useful in exploratory research.
Answer: B
LO : 2
82. ________ specify the set of response alternatives and the response format.
A. Unstructured questions
B. Filter questions
C. Branching questions
D. Structured questions
Answer: D
AACSB:
LO : 2
83. Which of the following is not a type of structured question?

A. dichotomous
B. scale
C. multiple choice
Answer: D
AACSB:
LO : 2
84. When developing questionnaire questions, if you are considering order position bias and the set of all
possible response alternatives, you are developing ________ questions.
A. dichotomous
B. scale
C. multiple choice
D. branching
Answer: C
AACSB:
LO : 2
85. Which of the following statements is not a disadvantage of structured questions?
A. Considerable effort is required to design effective multiple choice questions.
B. Showing respondents the list of possible answers produces biased responses.
C. Coding and processing of data are much less costly and time consuming.
D. It is difficult to obtain information on alternatives not listed.
Answer: C
LO : 2
86. What is the one acute problem of dichotomous questions?

A. There is potential for position bias.
B. The response can be influenced by the wording of the question.
C. It is difficult to obtain information on alternatives not listed.
Answer: B
AACSB:
LO : 2
87. ________ is the translation of the desired question content and structure into words that respondents can
clearly and easily understand.
A. Question wording
B. Overcoming inability to answer
C. Determining the content of individual questions
D. The questionnaire design process
Answer: A
AACSB:
LO : 2
88. 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. determining the content of individual questions
D. designing questions to overcome the respondent's inability to answer
Answer: B
AACSB:
LO : 2
89. When developing a questionnaire, the six Ws (who, what, when, where, why, and way) are used when
________.
A. defining the issue
B. determining the content of individual questions
C. avoiding generalizations and estimates
D. choosing question wording
Answer: A
AACSB:
LO : 2
90. 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. using positive and negative statements
B. avoiding leading questions
C. using ordinary words
D. avoiding ambiguous words
Answer: C
LO : 2
91. Which of the words below is an ambiguous word?

A. often
B. once
C. never
Answer: A
AACSB:
LO : 2
92. 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. using ordinary words
C. avoiding ambiguous words
D. using defining the issue
Answer: C
AACSB:
LO : 2
93. 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. structured question
B. implicit alternative
C. filter question
D. leading question
Answer: D
AACSB:
LO : 2
94. Which of the following statements is correct about implicit alternatives?

A. The split ballot technique should be used to rotate the order in which a list of alternatives appear.
B. Making an implied alternative explicit may increase the percentage of people selecting that alternative.
C. 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.
D. All of the above are correct.
Answer: D
LO : 2
95. "Do you like to fly when traveling short distances?" is an example of a(n) ________.
A. generalization
B. implicit alternative
C. implicit assumption
Answer: B
AACSB:
LO : 2
96. "Are you in favor of a balanced budget?" is an example of a(n) ________.

A. implicit assumption
B. generalization
C. implicit alternative
Answer: A
AACSB:
LO : 2
97. The statement "Questions should be specific, not general." pertains to the ________ aspect of questionnaire
development.
A. avoid implicit alternatives
B. avoid implicit assumptions
C. use unambiguous words
D. avoid generalizations and estimates
Answer: D
AACSB:
LO : 2
98. The information that is of the most importance to the research project and should be obtained first is ________.
A. basic information
B. identification information
C. qualifying information
D. classification information
Answer: A
AACSB:
LO : 2
99. ________ is information that relates directly to the research problem.
A. Qualifying information
B. Classification information
C. Identification information
D. Basic information
Answer: D
AACSB:
LO : 2
100. ________ is socioeconomic and demographic characteristics used to classify respondents.

A. Classification information
B. Qualifying information
C. Basic information
D. Identification information
Answer: A
AACSB:
LO : 2
101. ________ is a type of information obtained in a questionnaire that includes name, address, and phone number.
A. Basic information
B. Qualifying information
C. Identification information
D. Classification information
Answer: C
AACSB:
LO : 2
102. Which of the following statements is true about difficult questions?

A. Difficult questions should be placed at the end of the identification section.
B. Difficult questions should be placed at the end of the section on basic information.
C. Difficult questions should be placed at the end of the classification section.
D. All of the statements are correct.
Answer: D
LO : 2
103. Which statement is correct concerning the effect on subsequent questions?

A. The inverted funnel approach is particularly useful when information has to be obtained about
respondents' general choice behavior and their evaluations of specific products.
B. As a rule of thumb, general questions should precede specific questions to prevent specific questions
from biasing responses to general questions.
C. The inverted funnel approach is useful when respondents have no strong feelings or have not
formulated a point of view.
D. All are correct.
Answer: D
LO : 2
104. ________ 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. Branching questions
B. Opening questions
C. Multiple choice questions
D. Leading questions
Answer: A
AACSB:
LO : 2
105. Experiments on mail questionnaires for census of population revealed what about questionnaire form and
layout?
A. Instructions printed in red made little difference except that they made the questionnaire appear more
complicated to the respondents.
B. Sensitive information placed at the end of the questionnaire was answered more frequently than
sensitive information placed elsewhere.
C. Questions at the top of the page received more attention than those placed at the bottom.
D. Both A and C are correct.
Answer: D
AACSB:
LO : 2
106. Which of the following practices should be avoided when reproducing the questionnaire?
A. Surveys directed at different respondent groups can be reproduced on different colored paper.
B. Sideways formatting and splitting should be done to conserve space.
C. If the printed questionnaire runs to several pages, it should take the form of a booklet.
D. Directions or instructions should be placed as close to the questions as possible.
Answer: B
LO : 2
107. ________ 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. Telescoping
B. Pretesting
C. Posttesting
D. Funneling
Answer: B
AACSB:
LO : 2
108. Which statement is not true about pretests?
A. It is a good practice to employ only experienced interviewers to conduct pretests.
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. To the extent possible, a pretest should involve administering the questionnaire in an environment and
context similar to that of the actual survey.
Answer: A
LO : 2
109. 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. way
B. why
C. where
D. whether
Answer: D
AACSB:
LO : 3
110. Which of the following statements are true concerning questionnaire design for international marketing
research?
A. Unstructured or open-ended questions should be used with caution in countries with high illiteracy
rates.
B. It is desirable to have two or more simple questions rather than a single complex question.
C. The questionnaire may have to be suitable for administration by more than one method.
D. All of the above statements are true.
Answer: D
LO : 4
111. According to the guidelines of the Professional Marketing Research Society 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; 30
C. computer-assisted personal interviews; 60
D. in-home personal interviews; 30
Answer: D
LO : 5
112. 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 question (showing the incorrect and correct way to best overcome the respondents unwillingness to answer)
example 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 Type: ES Page Ref: 341-343
LO : 2
113. 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.
LO : 2
114. 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.
LO : 2
115. 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.
LO : 2
116. 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 Type: ES Page Ref: 351
AACSB:
LO : 2
117. 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 Type: ES Page Ref: 354
LO : 2
1. TRUE
2. FALSE
3. FALSE
4. FALSE
5. TRUE
6. TRUE
7. TRUE
8. TRUE
9. TRUE
10. TRUE
11. FALSE
12. TRUE
13. FALSE
14. FALSE
15. FALSE
16. TRUE
17. FALSE
18. TRUE
19. FALSE
20. TRUE
21. FALSE
22. TRUE
23. FALSE
24. TRUE
25. TRUE
26. FALSE
27. TRUE
28. TRUE
29. TRUE
30. FALSE
31. FALSE
32. FALSE
33. TRUE
34. FALSE
35. TRUE
36. FALSE
37. FALSE
38. FALSE
39. FALSE
40. TRUE
41. TRUE
42. TRUE
43. FALSE
44. TRUE
45. TRUE
46. TRUE
47. FALSE
48. TRUE
49. FALSE
50. TRUE
51. TRUE
52. TRUE
53. FALSE
54. A
55. D
56. A
57. A
58. A
59. A
60. D
61. C
62. C
63. B
64. B
65. A
66. B
67. D
68. B
69. C
70. A
71. B
72. C
73. B
74. C
75. B
76. D
77. D
78. D
79. D
80. D
81. B
82. D
83. D
84. C
85. C
86. B
87. A
88. B
89. A
90. C
91. A
92. C
93. D
94. D
95. B
96. A
97. D
98. A
99. D
100. A
101. C
102. D
103. D
104. A
105. D
106. B
107. B
108. A
109. D
110. D
111. D
112. 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.)
113. 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.
114. ∙ 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
∙ 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.
115. If a neutral alternative is not included, respondents are forced to choose between "yes" and "no" even if they feel
indif other hand, if a neutral alternative is included, respondents can avoid taking a position on the issue, thereby biasing
feren the results. The following guidelines are offered: If a substantial proportion of the respondents can be expected to be
t. On neutral, include a neutral alternative. If the proportion of neutral respondents is expected to be small, avoid the
the neutral alternative.
116. 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.
117. 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.

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Orientation Global 6th Edition Malhotra

2. Another name for questionnaire is schedule instrument.

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

7. A questionnaire is a major source of response error.

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

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

37. Qualifying questions should not serve as opening questions.

48. Observational forms and questionnaires require adequate pretesting.

56. Which of the following is not an objective of a questionnaire?

58. The great weakness of questionnaire design is lack of ________.

59. The first step in the questionnaire design process is ________.

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

79. Which of the following statements is not an advantage of unstructured questions?

80. Which of the following statements is not a disadvantage of unstructured questions?

83. Which of the following is not a type of structured question?

86. What is the one acute problem of dichotomous questions?

91. Which of the words below is an ambiguous word?

94. Which of the following statements is correct about implicit alternatives?

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

100. ________ is socioeconomic and demographic characteristics used to classify respondents.

102. Which of the following statements is true about difficult questions?

103. Which statement is correct concerning the effect on subsequent questions?

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