广告调查（第二版）英文 答案 Chapter 13 Questionnaire Design

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AdvertisingResearch:TheoryandPractice,2e(Davis)

Chapter13QuestionnaireDesign

1)Thebestwaytoavoiderrorsinconstructingaquestionnaireistotakea________approach.

A)controlled

B)pragmatic

C)systematic

D)realistic

Answer:C

PageRef:324

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

2)Theprocessofquestionnairedevelopmentstartswithtwosimultaneoustasks.Oneistodeterminethedatacollectionmethod.Thesecondistodetermine________.

A)samplecharacteristics

B)theneedfordisguise

C)theprocesswhichwillbeusedtopre-testthequestionnaire

D)thescheduleforinternalandclientreview

Answer:B

PageRef:324

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

3)Itisnotnecessarytocustomizeaquestionnaireforthespecificmethodwhichwillbeusedfordatacollection;aquestionnairewrittenforatelephoneinterviewwillworkjustaswellwhenusedasaself-administeredquestionnaire.

Answer:FALSE

PageRef:325

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

4)Questionnaire________referstotheextenttowhichthepurposeand/orsponsoroftheresearchisknowntotherespondent.

A)disguise

B)format

C)bias

D)integration

E)observation

Answer:A

PageRef:325

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

5)A(n)________questionnairehidesthepurposeand/orsponsoroftheresearchfromtherespondent.

A)constrained

B)undisguised

C)pragmatic

D)disguised

Answer:D

PageRef:325

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

6)A(n)________questionnaireallowstherespondenttodiscernthepurposeand/orsponsoroftheresearch.

A)constrained

B)undisguised

C)pragmatic

D)disguised

Answer:B

PageRef:325

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

7)Thedecisionwhetherornottodisguiseaquestionnaireisprimarilyinfluencedbytheextenttowhichitisbelievedthatarespondentwillprovidebiasedanswersiftheresearchsponsorand/orpurposeisknown.

Answer:TRUE

PageRef:325

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

8)Thefirstsectionofaquestionnairecontainsthemainbodyofinformationquestions.

Answer:FALSE

PageRef:326

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

9)WhichofthefollowingisNOTamaincomponentofaquestionnaire?

A)directionsfordataanalysis

B)screener

C)mainbodyofinformationquestions

D)classificationquestions

Answer:A

PageRef:326

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

10)Thequestionnaire________explainsthepurposeandgoalsoftheresearchandasksforrespondentparticipation.

A)screener

B)introduction

C)classificationquestions

D)synopsis

Answer:B

PageRef:326

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

11)Thestatement"Yourresponseswillbekeptconfidential."ismostlikelytobefoundinthequestionnaire________.

A)screener

B)introduction

C)addendum

D)closing

E)titlesection

Answer:B

PageRef:326

Difficulty:Moderate

LearningObj.:LO2

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

12)Thestatement"Wewouldgreatlyappreciateyousharingyourthoughtsandopinions."ismostlikelytobefoundinthequestionnaire________.

A)screener

B)introduction

C)addendum

D)closing

E)titlesection

Answer:B

PageRef:326

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

13)Accordingtothetext,whichofthefollowingisNOTpartofaquestionnaireintroduction?

A)animplicitorexplicitreferencetotheimportanceoftheresearch

B)reassurancethatthetaskofparticipatingwillnotbedifficult

C)arequestfortruthfulanswers

D)anexplanationoftheincentiveifoneisbeingused

Answer:D

PageRef:326

Difficulty:Difficult

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

14)Inwhichtypeofquestionnaireistheintroductionlikelytobelongerandmoredetailed?

A)Mail

B)Telephone

Answer:A

PageRef:326

Difficulty:Easy

LearningObj.:LO2

Classification:Application

15)Thebestwaytodescribeascreeneristhatitworkslikea(n)________.

A)gate

B)train

C)stadium

D)apartment

Answer:A

PageRef:327

Difficulty:Moderate

LearningObj.:LO2

Classification:CriticalThinking

AACSBStandard:ReflectiveThinkingSkills

16)Thetwostatementsbelowrefertoaquestionnairescreener.

I. Theprimaryfunctionofascreeneristodistinguishbetweenthosewho

shouldbeincludedintheresearchfromthosewhoshouldnotbeincluded.

II. Theendresultofthescreenerisaninvitationtoparticipateintheresearchfor

allthosewhoqualify.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:C

PageRef:329

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

17)Ifthescreenerisrelativelyshort,thenitisallowabletoincludeadditionalquestionsofinterest,evenifthesequestionsdonotdistinguishtargetfromnontargetindividuals.

Answer:FALSE

PageRef:330

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

18)Thetwostatementsbelowrefertoquestionnaireorganization.

I. Whenthinkingaboutthemainbodyofquestionsinaquestionnaire,itisalways

besttogetthehardestquestionsoutofthewayfirst.

II. Whenthinkingaboutthemainbodyofquestionsinaquestionnaire,allofthe

questionsonthesametopicshouldbegroupedtogether.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:B

PageRef:330

Difficulty:Difficult

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

19)Thestatementsbelowrefertothemainbodyofquestionsinaquestionnaire.

I. Whenthinkingaboutthemainbodyofquestionsinaquestionnaire,withina

specifictopicitisbesttobeginwiththemostgeneralquestionsmovinglaterto

themorespecificquestions.

II. Whenthinkingaboutthemainbodyofquestionsinaquestionnaire,sensitive

questionsshouldgenerallybeaskedearlierinthequestionnaire.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:A

PageRef:330

Difficulty:Difficult

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

20)Whenthinkingaboutthemainbodyofquestionsinaquestionnaire,themostimportantquestionsshouldbeaddressed________thequestionnaire.

A)earlierin

B)laterin

C)inthemiddleof

Answer:A

PageRef:330

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

21)________questionstypicallyconcludethequestionnaireandcollectrelevantdemographic,brandusageorbehavioralquestionsnotcollectedaspartofthescreenerormainbodyofthequestionnaire.

A)Category

B)Clarifying

C)Classification

D)Clique

Answer:C

PageRef:331

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

22)Questionsrelatedtoarespondentsage,genderandincome(ifnotcollectedonthescreener)wouldbeplacedinthe________ofthequestionnaire.

A)beginning

B)end

C)middle

Answer:B

PageRef:331

Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

23)Thetextidentifiesthreeissueswhichmustbeconsideredwhenaresearcherbeginstophysicallyconstructthequestionnaire.Theseissuesrelateto:(1)visualappearance,(2)transitions,and(3)________.

A)interviewer/respondentinstructions

B)thepaperthequestionnairewillbeprintedon

C)clientapproval

D)proceduresfordetermininglayoutreliabilityandvalidity

Answer:A

PageRef:331

Difficulty:Moderate

LearningObj.:LO3

Classification:Application

24)Aresearcherneedstobeveryconcernedaboutthevisualappearanceof________questionnaires.

A)self-administered

B)telephone

C)interviewer-administered

Answer:A

PageRef:331

Difficulty:Easy

LearningObj.:LO3

Classification:Conceptual

25)Thetextpresentsseveralrecommendationsforself-administeredquestionnaires.WhichofthefollowingwasNOTarecommendation?

A)Use14#paperorheavierpaperstock

B)Keepresponsecodingunobtrusive

C)Becertaintodistinguishquestionsfromresponses

D)Donotcontinuequestionsacrosscolumnsorpages

Answer:A

PageRef:332,333

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

AACSBStandard:MulticulturalandDiversityUnderstanding

26)Inanonlinequestionnaire,picturescanbeusedtoaddvisualappealeveniftheydonothavearealandmeaningfullinktothequestionbeingasked.

Answer:FALSE

PageRef:334

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

27)Witteconductedresearchtodetermineviewstowardendangeredspecies.Respondents'viewsweremoresupportiveofendangeredspeciesprotectionwhenpicturesof________.

A)animalswerenotpresent

B)non-endangeredspecieswerepresent

C)endangeredspecieswerepresent

Answer:C

PageRef:334

Difficulty:Difficult

LearningObj.:LO3

Classification:Conceptual

28)Thefollowingtwostatementsrefertoonlinequestionnaires.

I. Whencreatinganonlinequestionnaire,allofthequestionsshouldappear

onthesamewebpagewhenthequestionnaireisrelativelyshort.

II. Onrelativelylongonlinequestionnaires,thedropoutrateincreasesdramatically

afterthethirdpage.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:A

PageRef:334

Difficulty:Moderate

LearningObj.:LO3

Classification:Application

AACSBStandard:AnalyticSkills

29)Thefollowingtwostatementsrefertoonlinequestionnaires.

I. Whenusinganopen-endedquestiononanonlinequestionnaire,the

lengthofarespondent'sanswerisgenerallyunrelatedtothesizeofthespace

providedfortypingtheanswer.

II. Withregardtoonlinequestionnaires,thereisasignificantrelationshipbetween

howinputboxesarelabeledandthequalityofdataprovided.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:B

PageRef:334

Difficulty:Moderate

LearningObj.:LO3

Classification:Application

AACSBStandard:AnalyticSkills

30)Withregardtoonlinesurveys,allresponseformatsforclosed-endedquestionsareequivalentandwillprovideidenticaldata.

Answer:FALSE

PageRef:335

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

31)Couperrecommendsavoiding________inonlinesurveys.

A)radiobuttons

B)scrollingdropdownboxes

C)dropboxesforwell-knowntargetanswers(forexample,yourcountryofresidence)

Answer:B

PageRef:335

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

32)Allonlinesurveycompaniespresentthesamequestiontypeinthesameway.

Answer:FALSE

PageRef:335

Difficulty:Easy

LearningObj.:LO3

Classification:Conceptual

33)Whichquestiontypeisnotlikelytobeavailableatallonlinesurveycompanies?

A)single-selectionmultiplechoice

B)checklist

C)ratingscale

D)constantsum

Answer:D

PageRef:335

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

34)________aretheconversational,connectivematerialthatprovideasenseofflowandcontinuitytothequestionnaire.

A)Transitions

B)Transparentstatements

C)Lucidstatements

D)Declaratorystatements

Answer:A

PageRef:335

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

35)Considerthetwoquestionswithinterviewerinstructionsshownbelow.

I. Whatareyourfeelingstowardtheadvertisementyoujustsaw?

Interviewer:Makecertaintoproberesponses

II. Whatareyourfeelingstowardtheadvertisementyoujustsaw?

Interviewer:PROBEresponses.

III.Whatareyourfeelingstowardtheadvertisementyoujustsaw?

PROBERESPONSES

Which,ifany,is/aretherecommendedway(s)toprovideinstructionstotheinterviewer?

A)I

B)II

C)III

D)Allthreeapproaches(I,IIandIII)areequallyacceptable

Answer:C

PageRef:337

Difficulty:Difficult

LearningObj.:LO3

Classification:Synthesis

AACSBStandard:ReflectiveThinkingSkills

36)Youarecreatingaskippatternforaseriesofquestions.Thosewhoanswer"yes"toQ1continuewithQ2.Thosewhoanswer"no"toQ1skiptoQ3.TherecommendedwaytoshowtheskippatternforQ1is:

1.Didyoueatanypizzayesterday?

Yes

No>SKIPTOQ3

Answer:FALSE

PageRef:337

Difficulty:Moderate

LearningObj.:LO3

Classification:Application

AACSBStandard:AnalyticSkills

37)Whendevelopingseveralonlinequestionnaires,itispossibletoskipfromonequestionnairetoanother.

Answer:TRUE

PageRef:338

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

38)Questionnairereviewbytheclientpriortopretestingisa(n)________stepinthequestionnairedevelopmentprocess.

A)unrecommended

B)importantandrecommended

C)optional,butnotrecommended

D)time-consumingandunnecessary

Answer:B

PageRef:339

Difficulty:Easy

LearningObj.:LO4

Classification:Conceptual

39)Pretestingisa(n)________stepinthequestionnairedevelopmentprocess.

A)unrecommended

B)importantandrecommended

C)optional,butnotrecommended

D)time-consumingandunnecessary

Answer:B

PageRef:339

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

40)Thetextdiscussesareasoffocusforaquestionnairepretest.Howmanyoftheareasshownbelowareproblemsthatshouldbenotedduringpretesting?

-Problemswithadministration

-Problemswithtypefontandpaperstock

-Problemsrelatedtoresponseoptions

-Problemsrelatedtoquestiondemands

A)1

B)2

C)3

D)4

Answer:C

PageRef:340

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

41)________interviewsaresuggestedbythetextasthebestwaytopretestaquestionnaire.

A)Creative

B)Cognitive

C)Compulsory

D)Complex

Answer:B

PageRef:340

Difficulty:Easy

LearningObj.:LO3

Classification:Conceptual

42)The"think-aloud"methodisaformof________interview.

A)Creative

B)Cognitive

C)Compulsary

D)Complex

Answer:B

PageRef:340

Difficulty:Easy

LearningObj.:LO4

Classification:Conceptual

43)Materialssenttoafieldserviceshouldalwaysbeaccompaniedbyacoverletterthatprovidesdetailedinformationontheresearch,commitments,agreements,andparticularsofthemethodology.

Answer:TRUE

PageRef:342

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

44)TheVERBcampaignwasabletousethesamequestionnaireforboththeirchildandparentsamples.

Answer:FALSE

PageRef:342

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

45)Describethedifferencebetweenadisguisedandundisguisedquestionnaire.Provideanexampleofwheneachtypeofquestionnaireisbestused.

Answer:Undisguisedquestionnairesmakethepurposeandsponsoroftheresearchexplicittotherespondent,oftenthroughthequestionnaire'sintroductionorthewordingandfocusofspecificquestions.Disguisedquestionnairesprovideageneraloverviewoftheresearchbuthidemoredetailedinformationonresearchgoalsandsponsorfromtherespondent.

ResearchfocusedonattitudestowarddeepseaoildrillingsponsoredbyBPwouldlikelyuseadisguisedquestionnaire.ThesameresearchsponsoredbytheU.S.governmentwouldlikelyuseanundisguisedquestionnaire.

PageRef:325

Difficulty:Moderate

LearningObj.:LO1

Classification:Application

AACSBStandard:AnalyticSkills

46)Listthreecomponentsofaquestionnaireintroduction.

Answer:Anythreeofthefollowingareacceptable.

-anexplicitorimplicitreferencetoimportance.

-generalinformationontherationaleandgoalsoftheresearch.

-anexplicitrequestforparticipation.

-reassurancethatthetaskofparticipatingisnottooburdensomeortime-consuming.

-theneedfortruthfulanswers.

-thepromiseofconfidentiality.

-thereassurancethatthisisreal,legitimateresearch

PageRef:326

Difficulty:Difficult

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

47)Youwanttoonlyinterviewmenandwomenwhoarea