Chapter 5 questionnaire design

Multiple Choice

Criteria for a Good Questionnaire

1. What is the correct order for the role of a questionnaire?

a. Questionnaire, recommendations, data analysis, findings, managerial action
b. Questionnaire, findings, data analysis, managerial action, recommendations
c. Questionnaire, findings, data analysis, recommendations, managerial action
d. Questionnaire, data analysis, recommendations, findings, managerial action
e. Questionnaire, data analysis, findings, recommendations, managerial action

Ans: E

2. Which of the following is not characteristic of the questionnaire?

a. formalized schedule for collecting data
b. a unique control device in the data collection process
c. survey instrument
d. set of questions designed to generate data for specific objectives
e. all are characteristic of the questionnaire

Ans: E

3. Which of the following is not part of the criteria for a good questionnaire?
a. considers the respondent
b. considers the computer hardware tabulating the results
c. provides decision-making information
d. meets data-processing requirements
e. all are part of the criteria for a good questionnaire
Ans: B
4. A researcher wants to develop a questionnaire that asks users of the product different questions than non-
users. What technique should s/he use to accomplish this?
a. open-ended questions
b. piping
c. branching
d. non-response
e. closed ended dichotomous only
Ans: C

5. When a questionnaire asks the respondent to skip question 4 if they answered “no” to question 3, this is an
example of:
a. Piping
b. Editing
c. Branching
d. Coding
e. None of the above

Ans: B

6. Skip patterns in questionnaires:

a. Sequence questions based on how the respondent answered the previous question
b. Should generally not be used
c. Are made more difficult with on-line questionnaires

10-1
Chapter 5 questionnaire design

d. Are no longer done in most surveys

e. None of the above

Ans: A

7. Going through each question to ensure that skip patterns are followed and that required questions are
answered is:
a. coding
b. scaling
c. editing
d. closing
e. none of the above

Ans: C

Questionnaire Design Process

8. Which step in the questionnaire design process precedes “deciding on the question wording”
a. Obtain approval from all relevant parties
b. Evaluate the questionnaire
c. Establish the question flow and layout
d. Determine the question response format
e. It depends on the questionnaire

Ans: D

9. Open-ended questions:
a. Are considered quantitative in nature
b. Should not be used on questionnaires
c. Are part of the question response format of questionnaire design
d. Are part of the data collection method of questionnaire design
e. Are more prone to biases that are closed ended questions

Ans: C

10. Which of the following is not characteristic of open-ended questions?

a. ease of coding and tabulation of results
b. respondents get to reply in their own words
c. answers based on respondent’s frame of reference
d. can be used to interpret closed-ended questions
e. all of the above are characteristic of open-ended questions
Ans: A

11. “In the space below, please write down your three favorite flavors of ice cream” is an example of what type
of question?
a. scaled response
b. dichotomous
c. open ended
d. closed ended
e. none of the above
Ans: C

12. Probing is especially important when using:

a. Dichotomous questions
b. Open-ended questions
c. Closed ended questions

10-2
Chapter 5 questionnaire design

d. Multiple choice questions

e. none of the above
Ans: B

13. “Can you name the three NBA basketball teams in the state of Texas?” is an example of what
type of question?
a. scaled response
b. dichotomous
c. open ended
d. closed ended
e. none of the above
Ans: C

14. Which of the following types of questions would have the highest cost associated with its interpretation and
tabulation?
a. Open ended
b. dichotomous
c. multiple choice
d. scaled response
e. cost would be equal for all
Ans: A

15. When a question has only two possible choices, it is referred to as a _____________question.
a. dichotomous
b. qualitative
c. multiple choice
d. scaled-response
e. none of the above
Ans: A

16. “Do you own a cell phone? ____YES ____NO” is an example of which type of question format?
a. scaled response
b. dichotomous
c. open ended
d. closed ended
e. none of the above
Ans: B

17. What type of question is the following?

Which of the following age categories best describes your age?
____0-18 ____19-24 ____25-34 ____35 and over
a. dichotomous question
b. open-ended question
c. multiple choice question
d. scaled question
e. none of the above
Ans: C

18. “First National Bank is….. progressive ____|____|____|____|____ backward” is which of the following
question formats?
a. scaled response
b. dichotomous
c. open ended
d. closed ended
e. none of the above

10-3
Chapter 5 questionnaire design

Ans: A
19. Biasing the respondent could be present in which of the following?
a. “we are conducting a study concerning the high quality of First National Bank services”
b. “Do you shop at a lower class store like Wal-Mart?”
c. “how satisfied are you with McDonald’s food quality and location?”
d. (a) and (b)
e. all of the above
Ans: D

20. Which of the following questions potentially biases the respondents?

a. “We are conducting a study concerning the high quality of First National Bank services”
b. “Do you shop at a lower class store like Wal-Mart?”
c. “How satisfied are you with McDonald’s food quality and location?”
d. (a) and (b)
e. all of the above
Ans: D

21. When a survey asks a respondent “What is your favorite brand of ice cream?” it assumes that:
a. the respondent eats ice cream
b. the respondent is aware of various brands of ice cream
c. the respondent has a favorite brand of ice cream
d. That the respondent understands the question
e. all of the above
Ans: D

22. When asking a sensitive question, the researcher may consider which technique?
a. screeners
b. piping
c. counterbiasing statements
d. branching
e. none of the above
Ans: C

23. Which type of question would be located in the screener?

a. transitional
b. warm up
c. demographic
d. qualifying
e. none of the above
Ans: A

24. A screening question is used to

a. identify the right type of question for the final questionnaire
b. to check for respondent bias
c. to identify appropriate respondents for the survey
d. both (b) and (c)
e. none of the above

Ans: C

25. When is it necessary to ask demographic questions near the beginning of a survey?
a. screening for qualified respondents
b. when it is essential that respondents don’t skip these questions
c. when they are sensitive in nature
d. when they are not sensitive in nature
e. none of the above

10-4
Chapter 5 questionnaire design

Ans: A

26. Which of the following is an incorrect statement concerning questionnaire layout?

a. Position threatening or sensitive questions last.
b. Allow plenty of space for open-ended questions.
c. Always place demographics questions at the beginning.
d. Position questions that require the most effort in the middle.
e. None of the above is an incorrect statement.

Ans: C

27. Which of the following would not be good practice regarding question sequencing?
a. general questions at the end
b. general questions at the beginning
c. sensitive questions at the end
d. questions requiring work in the middle
e. none of the above

Ans: A

28. Which of the following is an incorrect statement concerning questionnaire layout?

a. position threatening or sensitive questions last
b. allow plenty of space for open-ended questions
c. ask general questions last
d. position questions that require the most effort in the middle
e. none of the above

Ans: C

29. A proper layout for a questionnaire is needed to:

a. make it attractive to the respondent
b. elicit answers that are more carefully thought out and detailed
c. impose standardization on the questionnaire
d. compensate for poorly worded questions
e. all of the above

Ans: B

30. Questions that are sensitive and may embarrass the respondent should be positioned at the ___________ of
the survey.
a. beginning
b. middle
c. end
d. should not be asked at all
e. none of the above

Ans: C

31. General questions in questionnaires:

a. Should be asked at the end – as a wind-down to the survey
b. Should be scattered throughout the survey
c. Are not useful at the quantitative survey stage
d. Should be at the beginning of the survey
e. None of the above

10-5
Chapter 5 questionnaire design

Ans: D

32. Which of the following should not be included in the survey’s introduction?
a. the approximate length of the survey
b. that no selling will be involved in the survey
c. what the specific research objectives of the study are
d. that the respondent’s time is appreciated
e. who is conducting the survey

Ans: C

33. Which of the following is not specifically part of the questionnaire evaluation process?
a. evaluating questionnaire length
b. the necessity of each of the questions
c. getting approval from a client
d. are questions needed to accomplish research objectives
e. all are part of the questionnaire evaluation process

Ans: C

34. The pretest of a questionnaire would not be done for _____________.

a. getting the respondent’s reaction to the questionnaire
b. checking for the appropriateness of the sample of respondents
c. checking for misinterpretations by respondents
d. checking for potentially biasing questions
e. all of the above would be part of a pretest

Ans: B

35. Which of the following services would normally not be provided by a field management company?
f. data analysis of the questionnaire
g. questionnaire formatting
h. screener writing
i. coordination of data collection
j. all are service normally provided by field management companies

Ans: A

36. It is important for surveys to include supervisor’s instructions in order to assist the _______.
a. client
b. field services firm
c. respondent
d. none of the above

Ans: B

Software for Questionnaire Development

37. Which of the following is not a true statement concerning questionnaire development and the Internet?
a. it can be used to facilitate questionnaire development
b. there is specialized software for online questionnaire development and implementation
c. questionnaires can be delivered to potential respondents via email
d. questionnaires can be posted on the market researchers website
e. all of the above are true

10-6
Chapter 5 questionnaire design

Ans: E

Costs, Profitability, and Questionnaires

38. Which of the following is a reason for increased costs of survey research?
a. premature termination of the interview
b. adding a security screener
c. trying to reach a qualified respondent
d. none of the above are reasons for increased costs of survey research
e. all of the above are reasons for increased costs of survey research

Ans: E

10-7