当代市场调研 （原第12版）测试题及答案 ch04

Chapter4 Testbank

Chapter4:AcquiringDataviaaQuestionnaire

MultipleChoice

Whichofthefollowingisnotcharacteristicofthequestionnaire?

a. formalizedscheduleforcollectingdata

b. auniquecontroldeviceinthedatacollectionprocess

c. surveyinstrument

d. setofquestionsdesignedtogeneratedataforspecificobjectives

e. Allarecharacteristicofthequestionnaire.

Answer:e

Whichofthefollowingisnotpartofthecriteriaforagoodquestionnaire?

a. considerstherespondent

b. considersthecomputerhardwaretabulatingtheresults

c. providesdecision-makinginformation

d. meetsdata-processingrequirements

e. Allarepartofthecriteriaforagoodquestionnaire.

Answer:b

Whichofthefollowingisnotcharacteristicofopen-endedquestions?

a. easeofcodingandtabulationofresults

b. respondentsgettoreplyintheirownwords

c. answersbasedonrespondent’sframeofreference

d. canbeusedtointerpretclosed-endedquestions

e. allofthesearecharacteristicofopen-endedquestions

Answer:a

Whattypeofquestionisthefollowing?

Whichofthefollowingagecategoriesbestdescribesyourage?

____0-18 ____19-24 ____25-34 ____35andover

a. dichotomousquestion

b. open-endedquestion

c. multiplechoicequestion

d. scaledquestion

e. noneofthese

Answer:c

Whichtypeofquestiondoesnotallowtheresearchertoperformstatisticalanalysis?

a. closedended

b. multiplechoice

c. open-ended

d. dichotomous

Answer:c

Whichofthefollowingisanincorrectstatementconcerningquestionnairelayout?

a. Positionthreateningorsensitivequestionslast.

b. Allowplentyofspaceforopen-endedquestions.

c. Alwaysplacedemographicsquestionsatthebeginning.

d. Positionquestionsthatrequirethemosteffortinthemiddle.

e. Noneoftheseisanincorrectstatement.

Answer:c

Whichofthefollowingisnotspecificallypartofthequestionnaireevaluationprocess?

a. evaluatingquestionnairelength

b. thenecessityofeachofthequestions

c. gettingapprovalfromaclient

d. whetherquestionsareneededtoaccomplishresearchobjectives

e. Allarepartofthequestionnaireevaluationprocess.

Answer:c

WhichofthefollowingisnotatruestatementconcerningquestionnairedevelopmentandtheInternet?

a. Itcanbeusedtofacilitatequestionnairedevelopment.

b. Thereisspecializedsoftwareforonlinequestionnairedevelopmentandimplementation.

c. Questionnairescanbedeliveredtopotentialrespondentsviaemail.

d. Questionnairescanbepostedonthemarketresearcher’swebsite.

e. Allofthesearetrue.

Answer:e

Whichofthefollowingisareasonforincreasedcostsofsurveyresearch?

a. prematureterminationoftheinterview

b. addingasecurityscreener

c. tryingtoreachaqualifiedrespondent

d. Allofthesearereasonsforincreasedcostsofsurveyresearch.

Answer:d

Whenaquestionhasonlytwopossiblechoices,itisreferredtoasa_____question.

a. dichotomous

b. qualitative

c. multiplechoice

d. scaled-response

e. noneofthese

Answer:a

Goingthrougheachquestiontoensurethatskippatternsarefollowedandthatrequiredquestionsareansweredis_______.

a. coding

b. scaling

c. editing

d. closing

e. noneofthese

Answer:c

“Inthespacebelow,pleasewritedownyourthreefavoriteflavorsoficecream”isanexampleofwhattypeofquestion?

a. scaledresponse

b. dichotomous

c. openended

d. closedended

e. noneofthese

Answer:c

“Doyouownasmartphone?____YES ____NO”isanexampleofwhichtypeofquestionformat?

a. scaledresponse

b. dichotomous

c. openended

d. closedended

e. noneofthese

Answer:b

“FirstNationalBankis…..progressive____|____|____|____|____backward”iswhichofthefollowingquestionformats?

a. scaledresponse

b. dichotomous

c. openended

d. closedended

e. noneofthese

Answer:a

Ascreeningquestionisusedto:

a. identifytherighttypeofquestionforthefinalquestionnaire.

b. checkforrespondentbias.

c. identifyappropriaterespondentsforthesurvey.

d. toidentifytherighttypeofquestionforthefinalquestionnaireandtocheckforrespondentbias.

e. noneofthese

Answer:c

Whichofthefollowingquestionspotentiallybiasestherespondents?

a. “WeareconductingastudyconcerningthehighqualityofFirstNationalBankservices”

b. “DoyoushopatastorelikeWal-Mart?”

c. “HowsatisfiedareyouwithMcDonald’sfoodqualityandlocation?”

d. allofthese

Answer:a

Aproperlayoutforaquestionnaireisneededto:

a. makeitattractivetotherespondent.

b. elicitanswersthataremorecarefullythoughtoutanddetailed.

c. imposestandardizationonthequestionnaire.

d. compensateforpoorlywordedquestions.

e. allofthese

Answer:b

Questionsthataresensitiveandmayembarrasstherespondentshouldbepositionedatthe___________ofthesurvey.

a. beginning

b. middle

c. end

d. Suchquestionsshouldnotbeaskedatall.

Answer:c

Thepretestofaquestionnairewouldnotbedonefor:

a. gettingtherespondent’sreactiontothequestionnaire.

b. checkingfortheappropriatenessofthesampleofrespondents.

c. checkingformisinterpretationsbyrespondents.

d. checkingforpotentiallybiasingquestions.

e. Allofthesewouldbepartofapretest.

Answer:b

Itisimportantforsurveystoincludesupervisor’sinstructionsinordertoassistthe_______.

a. client

b. fieldservicesfirm

c. respondent

d. noneofthese

Answer:b

Whichofthefollowingtypesofquestionswouldhavethehighestcostassociatedwithitsinterpretationandtabulation?

a. openended

b. dichotomous

c. multiplechoice

d. scaledresponse

e. Thecostwouldbeequalforall.

Answer:a

Whichofthefollowingwouldnotbeagoodpracticeregardingquestionsequencing?

a. generalquestionsattheend

b. generalquestionsatthebeginning

c. sensitivequestionsattheend

d. questionsrequiringworkinthemiddle

e. noneofthese

Answer:a

Aresearcherwantstodevelopaquestionnairethatasksusersoftheproductdifferentquestionsthannon-users.Whattechniqueshoulds/heusetoaccomplishthis?

a. open-endedquestions

b. piping

c. branching

d. non-response

Answer:c

_______integratesresponsesfromaquestionintolaterquestions.

a. Piping

b. Editing

c. Branching

d. Coding

Answer:a

Inthequestionnairedesignprocess,whatisthefirststep?

a. Determinethedata-collectionmethod

b. Determinethequestionresponseformat

c. Decideonquestionwording

d. Determinethesurveyobjectives,resources,andconstraints

Answer:d

__________isachievedbyavoidingambiguousterminology,usingreasonable,vernacularlanguageadjustedtothetargetgroup,andaskingonlyonequestionatatime.

a. Leadership

b. Clarity

c. Precision

d. Noneofthese

Answer:b

Whichofthefollowingisnotageneralruleforcreatingwebsurveysformobiledevices?

a. Keepthenumberofscalepointsonratingitemsinthe5to7range

b. Keepanswerliststomaximumof10to12items

c. Presentgrids/batteriesasindividualquestions

d. Generallyworktominimizequestionwording

e. Allofthesearegeneralrules

Answer:e

Whichofthefollowingisnotawaytoreducerespondentfatigue?

a. Addaprogressbaratthetopofthescreen

b. Usingashortersurvey

c. Giveanhonestestimateofthetimerequired

d. Usethesametypeofquestionssorespondentbecomesfamiliarwiththeformat

e. Makethesurveyfun

Answer:d

Anewerapproachtocodingopen-endedquestionsiscalledwhat?

a. Artificialintelligence

b. Usingacodebook

c. Datacoding

d. Dataframing

e. Thesemantictechnique

Answer:e

Whichofthefollowingisnotatipfordesigningasmartphoneortabletquestionnaire?

a. Reducethenumberofwordsinthequestions.

b. Testonmultipledevices.

c. Avoidscrollingdesigns.

d. Designforportraitview.

e. Remembertherealityoftherealestate.

Answer:d

True/False

Inthemarketingresearchprocess,thequestionnaireprecedessurveyobjectivesandcomesafterdataanalysis.

Answer:False

Oncethequestionnairehasbeendesignedandpretested,theresearchercandecideonhowthedatawillbecollected.

Answer:False

Surveyobjectivesshouldutilizeabbreviationsandslang.

Answer:False

Closed-endedquestionsrequirelesstimetopreparefordataprocessingthanopen-endedquestions.

Answer:True

Ayes-noquestionisanexampleofadichotomousquestion.

Answer:True

Oneofthecharacteristicsthatseparatemultiple-choicequestionsfromscaledquestionsisthatscaledquestionsattempttocapturetheintensityoftherespondent’sfeelings.

Answer:True

Screeningquestionsareusedtodetermineifsomeoneisqualifiedtoparticipateinastudy.

Answer:True

Preparingthefinalquestionnairecopyisthelaststepinthequestionnairedesignprocess.

Answer:False

Open-endedquestionsprovidemoredetailedinformationthanscaledquestions.

Answer:True

Open-endedquestions,bytheirnature,donotneedtobecodedfordataanalysis.

Answer:False

Aresearcherwhowantstoknowconsumers’perceptionsofthetasteandtemperatureofarestaurant’sfoodshouldcombinetheseattributesintoasinglequestion.

Answer:False

Whenwritingaquestionnaire,itisofteneffectivetouseindustryjargon.

Answer:False

Inasurvey,thereshouldneverbeamodelintroduction/openingandclosing.

Answer:False

Facebookcanbeusedasasurveyresearchplatform.

Answer:True

Aquestionnairemusttranslatesurveyobjectivesintospecificquestionstosolicittherequiredinformationfromrespondents.

Answer:True

Toavoidtheproblemofarespondent’sinabilitytorecall,theresearchershouldkeepthereferencedtimeperiodsrelativelyshort.

Answer:True

Fieldmanagementcompaniesgenerallyhavedesignandanalyticalcapabilities.

Answer:False

Onereasonresponseratescanbelowisrespondentfatigue.

Answer:True

Anysurveyover15minuteslongisalwayssubjecttointervieweefatigue.

Answer:False

Aconceptisaspecificidea.

Answer:False

Conceptextractionwillessentiallycreatethecodeframe.

Answer:True

Sentimentextractionreferstotheidentificationofquantitativeinformation.

Answer:False

Surveysdesignedtobetakenonasmartphoneshouldalwaysbedesignedinportraitview.

Answer:False

EssayQuestions

Commentoneachproblemyoufindintheshortquestionnairethatfollows.Thenrevisethequestionnairesothatitisreliable.Theobjectiveofthequestionnaireistodeterminerespondentbuyerintentionsregardingthepurchaseofanewcar.

Pleaseindicateyourincome:_____________________

Whenwillbuyyournextcar?____________

AgeCategory:___0-18 ___19-24 ___35-44 ___45&over

Howmuchwillspendonyournextcar?___________

Listthetypesofcarsyouwillconsiderinyournextpurchase:

_______________________

_______________________

_______________________

Whatisthemakeandmodelofyourpresentcar?__________________

Answer:Thisquestionnairehassomeobviousflawssuchasnonexhaustivecategories,insensitiveopen-endedquestions,andtheincorrectsequencingofquestions.

Whydoopen-endedquestionsrequiremoretime(andmoney)toevaluatethanclosed-endedquestions?

Answer:Open-endedquestionsdonothaveapresetlistofanswersthatcanbeprecodedduringquestionnairedevelopment,asdoclosed-endedquestions.Inaddition,thecodingofopen-endedquestionshastobedoneasresponsesaregenerated,orafterthesurveyprocesshasbeencompleted.Theincreasedlaborcostscomesfromgroupingtheopen-endedquestionsintoadiscretenumberofsimilarresponsecategories,sotheycanbeevaluated.

Inquestionnairedesign,whatisa“skippattern?”Provideanexampletoillustrateyouranswer.

Answer:Askippatternisasequenceinwhichquestionsareanswered,basedontherespondent’sanswers.Forexample:

Question:Doyousmokemorethantwopacksofcigarettesperday?

____Yes(GotoQuestion3)____No(SkiptoQuestion10)

Whatarefieldmanagementcompaniesandwhenaretheycosteffective?

Answer:Fieldmanagementcompaniesarefirmsthatprovidesupportservicessuchasquestionnaireformatting,screenerwriting,andcoordinationofdatacollection.Theyarecosteffectivewhentheycanprovideservicesforcompaniessothattheirhighpaidconsultantscanconcentrateonthefunctionsthatrequirethe