广告调查（第二版）英文 答案 Chapter 12 Writing Survey Questions

Copyright©2012PearsonEducation,Inc.

AdvertisingResearch:TheoryandPractice,2e(Davis)

Chapter12WritingSurveyQuestions

1)A(n)________questiongivestherespondentapredefinedsetofresponseoptionsfromwhichheorshecanchoose.

A)closed-ended

B)open-ended

Answer:A

PageRef:293

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

2)WhichofthefollowingisNOTanominallevelmeasurement?

A)dichotomousquestions

B)multiplechoicequestions

C)ratingscales

D)checklists

Answer:C

PageRef:293

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

3)Whichtypeofnominalmeasureisusedtoclassifyindividuals,attitudes,orotherresponsesintooneoftwoexhaustive,mutuallyexclusivegroups?

A)dichotomousquestions

B)multiplechoicequestions

C)ratingscales

D)checklists

Answer:A

PageRef:293

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

4)Considerthisquestion:

Didyoulikethepizza?

Yes

No

Whattypeofquestionisthis?

A)dichotomousquestion

B)multiplechoicequestion

C)ratingscale

D)checklist

Answer:A

PageRef:293

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

5)Theresponseoptionstodichotomousquestionsmustalwaysbe"yes"and"no."

Answer:FALSE

PageRef:293

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

6)Thetextdescribesseveraladvantagesofdichotomousquestions.WhichofthefollowingwasNOTmentionedasanadvantageofthistypeofquestion?

A)simpletoanalyze

B)efficientwaytoenactskiplogic

C)simpletoeditandtabulate

D)lesscostlythanothertypesofquestions

Answer:D

PageRef:293-294

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

7)Considerthetwoquestionsshownbelow.

I. Haveyouseenmoreorlessthanthreecommercialsinthepasthour?

II. Howmanycommercialsdidyouseeinthepasthour?

Which,ifany,isthepreferredmethodforcollectinginformationrelatedtocommercialviewing?

A)IispreferredoverII

B)IIispreferredoverI

C)Thequestionsareinterchangeableandeitheronecanbeused;neitherispreferred

Answer:B

PageRef:294

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

8)Considerthisquestion:

Intowhichofthefollowingagegroupsdoyoufall?

Under18

18to49

50to64

65andolder

Whattypeofquestionisthis?

A)dichotomousquestion

B)multiplechoicequestion

C)ratingscale

D)checklist

Answer:B

PageRef:293

Difficulty:Moderate

LearningObj.:LO1

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

9)Whattypeofnominallevelquestionpresentsthreeormoreexclusiveandexhaustivecategoriesofresponse?

A)dichotomousquestion

B)multiplechoicequestion

C)ratingscale

D)checklist

Answer:B

PageRef:293

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

10)Considerthequestionshownbelow.

Howmanypetsdoyouhave?

1to2

3to4

4ormore

Thisquestionis

A)exhaustivebutnotexclusive

B)notexhaustivebutexclusive

C)notexhaustive,notexclusive

D)exhaustiveandexclusive

Answer:C

PageRef:295

Difficulty:Moderate

LearningObj.:LO2

Classification:CriticalThinking

AACSBStandard:AnalyticSkills

11)Considerthequestionshownbelow.

Howmanycomputersdoyouown?

0

1

2

3ormore

Thisquestionis

A)exhaustivebutnotexclusive

B)notexhaustivebutexclusive

C)notexhaustive,notexclusive

D)exhaustiveandexclusive

Answer:D

PageRef:295

Difficulty:Moderate

LearningObj.:LO3

Classification:CriticalThinking

AACSBStandard:AnalyticSkills

12)Whenwritingmultiplechoicequestions,itisimportantthatthequestioneitherbeexhaustiveorexclusive.Itisnotnecessaryforbothcharacteristicstobepresentatthesametime.

Answer:FALSE

PageRef:295

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

13)Considerthequestionshownbelow.

Whichbrandoflaundrydetergentdidyoubuyonyourlastshoppingtrip?

All

Cheer

Tide

Other

Thisquestionis

A)exhaustivebutnotexclusive

B)notexhaustivebutexclusive

C)notexhaustive,notexclusive

D)exhaustiveandexclusive

Answer:A

PageRef:295

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

AACSBStandard:AnalyticSkills

14)Multiplechoicequestionsprovidemuchofthesameflexibilityasopenended-questionsbutwithoutaskingrespondentstoverbalizetheirthoughtsandexpressthemselves.

Answer:TRUE

PageRef:296

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

15)Youareusingamultiplechoicequestiontoidentifywhereanindividuallastorderedatake-outpizza.Itisimportanttoputthelistofpizzacompanynamesin________.

A)randomorder

B)alphabeticalorder

C)orderfromshortesttolongestname

Answer:B

PageRef:296

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

16)Thetextprovidedrecommendationsforthewritingofmultiplechoicequestions.WhichofthefollowingisNOTarecommendationfortheproperwritingofmultiplechoicequestions?

A)keepthenumberofresponseoptionstofiveorless

B)providea"zero"optionwhenaddressingbehaviors

C)keeptheresponsecategoriesbalanced

D)keepthe"typical"behaviorinthecenterofthelistofresponseoptions

Answer:A

PageRef:296

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

17)Dichotomousquestionsshouldbeusedwhen________.

A)thereareonlytwoknownreasonableresponses

B)thefullrangeofreasonableresponsesisknowntobethreeormore

C)thefullrangeofreasonableresponsesisunknown

Answer:A

PageRef:297

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

18)Considerthetwoquestionsshownbelow.

I. Whatisyourhighestlevelofeducation?

Highschoolorless

Somecollegeorbeyond

II. Whatisyourhighestlevelofeducation?

Lessthanhighschool

Highschoolgraduate

Somecollege

Collegedegreeorhigher

Which,ifany,isthepreferredmethodforcollectinginformationrelatedtotherespondent'seducation?

A)IispreferredoverII

B)IIispreferredoverI

C)Thequestionsareinterchangableandeitheronecanbeused;neitherispreferred

Answer:B

PageRef:294

Difficulty:Difficult

LearningObj.:LO2

Classification:Synthesis

AACSBStandard:AnalyticSkills

19)A________combinesaseriesofrelateddichotomousquestionsintoasinglequestion.

A)constantsumquestion

B)multiplechoicequestion

C)ratingscale

D)checklist

Answer:D

PageRef:293

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

20)Thefollowingtwostatementsrefertochecklistquestions.

I. Itimportantforachecklistquestiontoexplicitlyexplainthecriteriaon

whichitemsonthechecklistaretobeselected.

II. Whenwritingachecklistquestion,itisimportanttopointoutthatthe

respondentmustcheckatleastoneoftheitems.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:A

PageRef:298

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

21)Thinkaboutcreatingachecklistquestiontoassessreactionstoacommercial.Thereareeightitemsonthechecklist:fournegativeandfourpositive.Itisimportantthatallthepositiveitemsbegroupedtogetherandthatallthenegativeitemsbegroupedtogether.

Answer:FALSE

PageRef:298

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

22)Youarecreatingachecklistquestiontoassessreactionstoatestcommercial.Youarereasonablycertainthatrespondentswilllikethecommercial.Asaresult,itisappropriateandacceptabletohavetwiceasmanypositiveasnegativeitemsonthechecklist.

Answer:FALSE

PageRef:298

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

23)________levelquestionsaskrespondentstoorderalistofitemsintermsofaprespecifiedcharacteristic.

A)Nominal

B)Ordinal

C)Interval

D)Ratio

Answer:B

PageRef:299

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

24)A(n)________questioninformsaresearcherastotherelativeorderingofitems,althoughnoinferencesastothedistancesbetweenitemscanbedrawn.

A)Nominal

B)Ordinal

C)Interval

D)Ratio

Answer:B

PageRef:299

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

25)WhichofthefollowingisNOTarequirementfortherespondentinstructionsinarankorderquestion?

A)explicitlystatetherespondent'stask

B)explicitlystatethecharacteristictherankingshouldreflect

C)explicitlystatethemethodthatshouldbeusedtoperformtheranking

D)explainthatoncearankingisrecordeditcannotbechanged

Answer:D

PageRef:300

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

26)________provideinformationontherankorderofitemsandanestimateoftherelativedistancebetweenitems.

A)Classificationquestions

B)Ratingscales

C)Rankorderquestions

D)Checklistquestions

Answer:B

PageRef:300

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

27)Considerthefollowingdirectionsforaratingscale.

I. Howmuchdoyouagreeordisagreethat?

II. Howmuchdoyouagreethat...?

Which,ifany,isthepreferredmethodforthelead-intoaratingscale?

A)IispreferredoverII

B)IIispreferredoverI

C)Thelead-insareinterchangableandeitheronecanbeused;neitherispreferred

Answer:A

PageRef:300

Difficulty:Easy

LearningObj.:LO2

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

28)Thetwostatementsbelowrefertoratingscalequestions.

I. Ratingscalesshouldneverusemorethanfiveresponseoptions.

II. Thelistofresponseoptionsappearingonaratingscalemustalways

bebalanced.

Which,ifany,ofthesestatements,is(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:D

PageRef:301

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

29)Considerthefollowingratingscalequestion:

Howbelievableorunbelievablewasthecommercialyoujustsaw?

Stronglyagree

Slightlyagree

Neitheragreenordisagree

Slightlydisagree

Stronglydisagree

Isthisquestionacceptablywritten?

A)Yes

B)No

Answer:B

PageRef:301

Difficulty:Difficult

LearningObj.:LO2

Classification:Application

30)Thelistofratingscaleresponseoptionsmustalwayscontainaneutraloption,forexample,"neitheragreenordisagree."

Answer:FALSE

PageRef:302

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

31)Considertheresponseoptionsfortheratingscaleshownbelow.

Stronglyagree

Slightlyagree

?

Slightlydisagree

Stronglydisagree

Withwhatshouldthe?bereplaced?

A)"Neitheragreenordisagree"

B)"Noopinion"

C)EitheroptionAoroptionBisacceptable

Answer:A

PageRef:302

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

32)Thequestion"Howmuchdidyoulikethisadvertisementwhencomparedtoothercarads?"providesa________.

A)frameofanalysis

B)frameofreference

C)codefordataanalysis

D)casualreference

Answer:B

PageRef:302

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

33)Asemanticdifferentialquestionasksarespondenttoratemultipleobjectsonasinglefive-pointscale.

Answer:FALSE

PageRef:305

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

34)Questionsonthe________levelmeasureobjects,beliefsandbehaviorsonacontinuumthathasafixed,zeroorigin.

A)interval

B)ratio

C)ordinal

D)nominal

Answer:B

PageRef:305

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:EthicalUnderstandingandReasoningAbilities

35)Aconstantsumquestiontakesmeasurementsonthe________levelofmeasurement.

A)nominal

B)ordinal

C)interval

D)ratio

Answer:D

PageRef:305

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

36)A________questionisaratiomeasurethatrequiresarespondenttodivideapresetquantityamongtwoormoreobjectsorattributesinawaythatreflectstherespondent'srelativepreferenceforeachobject.

A)checklist

B)ratingscale

C)constantsum

D)ranking

Answer:C

PageRef:305

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

37)Theamounttobedividedinaconstantsumquestion________.

A)shouldalwaysbe20timesgreaterthanthenumberofitemslisted

B)shouldalwayshaveavalueof100

C)shouldalwayshaveavalueof25

D)isvariable,butshouldbeeasilydivisiblebythenumberofitems

Answer:D

PageRef:306

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

38)Thequestion:

"Canyoupleasetellmeaboutyourfeelingstowardenvironmentalproductclaims?

PROBEFORDETAIL"

isanacceptablywrittenopen-endedquestion.

Answer:TRUE

PageRef:306

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

39)Allopen-endedquestionsshouldbe________.

A)single-minded

B)lessthan15words

C)writtentoallowlessthanthreelikelyresponses

D)vagueanddiffuseintherequestforinformation

E)writtentoprovidedirectionforthesinglecorrectanswer

Answer:A

PageRef:306

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

40)Thequestion:

"Howmanychildrendoyouhaveandwhataretheirages?

PROBEFORDETAIL"

isanacceptablywrittenquestion.

Answer:FALSE

PageRef:306

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

41)Itisacceptablewhenwritinganopen-endedquestiontoincludeanopinionorpointofview,forexample:"Manypeoplebelievethatsavingforretirementisimportant.Whatisyourpointofview?"

Answer:FALSE

PageRef:307

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

42)Theresponsetoquestionsrequestingpersonalinformationisimprovedwhensuchrequestsare________.

A)placedattheverybeginningofthequestionnaire

B)explainedandjustified

C)writtentocommunicatetheinterviewer'sbias

D)kepttounder10words

E)scatteredthroughoutthequestionnaire

Answer:B

PageRef:308

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

43)Whenwritinganytypeofquestionaskingaboutbehaviorsitisimportanttoprovideareasonabletimeframe.

Answer:TRUE

PageRef:309

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

44)WhichofthefollowingwouldbethebestwaytoaskaboutvisitstoFacebook?

A)HowoftendoyouvisitFacebook?

B)HowoftendidyouvisitFacebookinthelast30days?

C)HowoftendidyouvisitFacebookinthelast7days?

D)HowoftendidyouvisitFacebookyesterday?

Answer:D

PageRef:309

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

45)Whenwritinganytypeofquestion,itisimportanttoavoidresponseoptionssuchas"frequently"or"sometimes."

Answer:TRUE

PageRef:308

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

46)Explaintheconceptsof"mutuallyexhaustive"and"mutuallyexclusive."Provideanexamplethatillustrateseachconcept.

Answer:Answerswillvary,butshouldresemblethefollowing:

Example:

Areyou...

Male

Female

Thequestion'sresponsesareexhaustivebecauseallpossibleanswersareaccountedfor.Thequestion'sresponsesareexclusivebecauseeveryindividualfitsintoone,andonlyone,responsecategory.

PageRef:295

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:AnalyticSkills

47)Writetheintroductiontoachecklistquestiondesignedtomeasurereactionstoacommercial.

Answer:Wordingmayvary,butshouldbeofthefollowingform:

Thinkaboutthecomm