ch15

Chapter 15—Questionnaire Design TRUE/FALSE

1. For a questionnaire questionnaire to fulfill a researcher’s purposes, the the questions must meet the basic criteria of relevance and accuracy. accuracy. ANS: T TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . ##$

). A questionnaire is accurate to the e*tent e*tent that no unnecessary unnecessary information is collected in order to solve the problem under study. ANS: F This describes relevancy. TS: 1

!"F: pp. ##$+##

NAT: AA%S&: !eflective Thin'in(

#. Accuracy Accuracy means means that the informa information tion collec collected ted from a questio questionnai nnaire re is valid. valid. ANS: T TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . ##

-. There e*ists a step+by+step process for ensurin( accuracy in the ordin( of questions in surveys. surveys. ANS: F There is no step+by+step procedure for ensurin( accuracy in question ritin( that can be (enerali/ed across pro0ects. TS: 1

!"F: p. ##


. 2uestion 2uestion ordin( ordin( and and sequence sequence can substanti substantially ally influenc influencee accuracy. accuracy. ANS: T TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . ##

$. Fi*ed+alternative questions (ive respondents respondents specific specific limited+alternative limited+alternative responses and and as' them to choose the one closest to their on viepoints. ANS: T TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . ##3

. 4pen+ende 4pen+ended d response response questions questions are are frequently frequently used in e*plorat e*ploratory ory research. research. ANS: T TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . ##3

3. 4pen+ended response questions questions are valuable valuable at the be(innin( be(innin( of personal intervie intervie sessions. sessions. ANS: T TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . ##3

5 )616 %en(a(e 7earnin(. All !i(hts !eserved. 8ay not be scanned, copied or duplicated, or posted to a publicly accessible ebsite, in hole or in part.

9. The cost of administerin( administerin( open+ended open+ended questions questions is much loer than than that of administerin( administerin( fi*ed+ fi*ed+ alternative questions. ANS: F The cost is much hi(her for open+ended questions. TS: 1

!"F: p. ##9


16. 4ne advanta(e of open+ended response questions questions is the possibility possibility that intervieer bias bias ill affect the results. ANS: F ntervieer bias is a disadvanta(e. TS: 1

!"F: p. ##9


11. Articulate respondents respondents tend tend to (ive (ive shorter ansers to open+ended response response questions questions than respondents ho are less articulate. ANS: F Articulate individuals tend to (ive lon(er ansers. TS: 1

!"F: p. ##9


1). Fi*ed+alternative questions require more intervieer s'ill to administer administer than open+ended response questions. ANS: F Fi*ed+alternative questions require less intervieer s'ill. TS: 1

!"F: p. ##9


1#. A fi*ed+alternative question may tempt respondents respondents to to chec' an anser that is more presti(ious presti(ious or socially acceptable than the true anser. ANS: T TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #-6

1-. A frequency+determinatio frequency+determination n question allos the the respondent to provide multiple ansers ansers to a sin(le question. ANS: F This is a chec'list question. TS: 1

!"F: p. #-1


1. Surveys Surveys used in telepho telephone ne intervies intervies should should be ritten ritten in a conversat conversationa ionall style. ANS: T TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #-)

1$. A loaded question question su((ests su((ests a socially desirable anser or is emotionally emotionally char(ed. char(ed. ANS: T

TS: 1

!"F: p. p . #--


NAT: NAT: AA%S&: !eflective Thin'in( Thin'in( 1. A counterbiasin( technique is used ith the e*pectation e*pectation that to alternative alternative phrasin(s phrasin(s of the same question ill yield a more accurate total response than ill a sin(le phrasin(. ANS: F This is a split+ballot technique. technique. TS: 1

!"F: p. #-


13. A questio question n coverin( coverin( several several issues issues at once is referred referred to as a leadin( questio question. n. ANS: F This is referred to as a double+barreled question. question. TS: 1

!"F: p. #-$


19. To consequences consequences of respondents’ respondents’ for(ettin( the e*act details details of their behavior behavior are called telescopin( and squishin(. ANS: T TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: pp. #-+#-3

)6. 4rder bias in questionnaire questionnaire desi(n frequently frequently occurs occurs hen broader questions questions are are as'ed before specific specific issues are e*plored. ANS: F As'in( specific questions before as'in( about broader issues is a common cause of order bias. TS: 1

!"F: p. #-9


)1. As'in( (eneral (eneral questions before specific questions in order to obtain unbiased responses responses is called the anchorin( technique. ANS: F This is called the funnel technique. TS: 1

!"F: p. #-9


)). The pa(in( layout format on an nternet nternet questionnaire questionnaire ;(oin( ;(oin( from screen screen to screen< screen< (reatly facilities facilities s'ip patterns. ANS: T TS: 1 !"F: p. p . # NAT: NAT: AA%S&: !eflective Thin'in(= Thin'in(= AA%S&: Technolo(y Technolo(y )#. A radio button is a messa(e messa(e bo* that that can be used to provide provide hi(hli(hted hi(hli(hted information. information. ANS: F A radio button is a circular icon, resemblin( a button, that activates one response choice and deactivates others hen a respondent clic's on it. TS: 1 !"F: p. #3 NAT: NAT: AA%S&: !eflective Thin'in(= Thin'in(= AA%S&: Technolo(y Technolo(y 5 )616 %en(a(e 7earnin(. All !i(hts !eserved. 8ay not be scanned, copied or duplicated, or posted to a publicly accessible ebsite, in hole or in part.

)-. >ariable pipin( pipin( softare allos variables, variables, such as ansers from previous questions, to be inserted into unfoldin( questions in an nternet survey. ANS: T TS: 1 !"F: p. p . #$6 NAT: NAT: AA%S&: !eflective Thin'in(= Thin'in(= AA%S&: Technolo(y Technolo(y ). A pretest of a questionnaire questionnaire can help help to establish establish the li'ely response response rate for mail surveys. surveys. ANS: T TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #$1

MULTIPLE C!ICE

1. ?hich of the folloin( folloin( refers to the e*tent e*tent that all information information collected in a questionnaire questionnaire addresses addresses a research question that ill help the decision ma'er address the current business problem@ a. relevant b. accuracy c. frequency d. coun counte terb rbal alan ance ced d ANS: A TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . ##$

). A questio questionnair nnairee that collect collectss informatio information n that is valid valid is said said to be: a. relevant b. accurate c. cou counterb terbaalan lanced ced d. balanced ANS: & TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . ##

#. A question that that poses some problem or topic and as's respondents to anser in their on ords is called a;n<: a. senten sentence ce comple completio tion n quest question ion b. unbalanced question question c. fi*e fi*ed+ d+al alte tern rnat ativ ivee ques questi tion on d. open open+e +end nded ed ques questi tion on ANS:  TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . ##3

-. B%an you you name five five brands brands of tires@B tires@B is is an e*ample e*ample of hat hat type type of questio question@ n@ a. fi*e fi*ed+ d+al alte tern rnat ativ ivee b. pivot c. open open+e +end nded ed res respo pons nsee d. filter ANS: % TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . ##3

. Another Another term for for fi*ed+alte fi*ed+alternati rnative ve questions questions is is CCCCC CCCCC questions questions.. a. open open+e +end nded ed res respo pons nsee b. closed+ended 5 )616 %en(a(e 7earnin(. All !i(hts !eserved. 8ay not be scanned, copied or duplicated, or posted to a publicly accessible ebsite, in hole or in part.

c. pivot d. concise ANS: & TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in( $. B?hat B?hat is is your your (ender@ (ender@ CCCCC 8 a. loaded b. leadin( c. fi*e fi*ed+ d+al alte tern rnat ativ ivee d. filter

!"F: p. p . ##3

CCCCC CCCCC FB is is an an e*ample e*ample of hat type of question question@@

ANS: % TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . ##3

. All of the folloin( folloin( are disadvan disadvanta(es ta(es of open+ende open+ended d response response questions questions "D%"T "D%"T: a. cost b. intervieer bias c. the informat information ion provide provided d by respons responses es is not not useful useful to decisio decision n ma'ers d. articulat articulatee individua individuals ls (ive a lar(e lar(e share share of the respons responses es but they they may not be representative of the entire population ANS: % TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . ##9

3. %ompared %ompared to open+ended open+ended response response questio questions, ns, fi*ed+alte fi*ed+alternati rnative ve questions: questions: a. requir requiree less less interv intervie ieer er s'ill s'ill b. ta'e less time c. are easi easier er for for the respon responden dentt to ans anser er "# all of the above ANS:  TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in( 9. Bo you on a cell phone@ CCCCC Ees a. leadin( b. simple+dichotomy simple+dichotomy c. loaded d. open open+e +end nded ed resp respon onse se ANS: & TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . ##9

CCCCC NoB is an e*ample of hat type of question@

!"F: p. p . #-6

16. 16. ?hat ?hat type type of questi question on is the the follo folloin in(@ (@ ?hat time of day did you atch that movie at the 8ultiple*@ CCCCC 8atinee CCCCC "venin( CCCCC !ush+hour special special a. b. c. d.

filter pivot open open+e +end nded ed res respo pons nsee dete determ rmin inan ant+ t+ch choi oice ce


ANS:  TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #-6

11. 11. ?hich of of the folloin folloin( ( scales is is a type of fi*ed+al fi*ed+alterna ternative tive questio question@ n@ a. 7i'ert scale b. Stapel scale c. seman semanti ticc diffe differen renti tial al scal scalee "# all of the above ANS:  TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #-1

1). 1). ?hat ?hat type type of questi question on is the the follo folloin in(@ (@ ?hich of the folloin( services of the nited 8issouri &an', besides your personal chec'in( account, do you currently use@ ;chec' all that apply< CCCCCC Savin(s account account CCCCCC %ar loan CCCCCC Gome mort(a(e mort(a(e loan a. b. c. d.

pivo ivot ques uestion ion filter question chec chec'l 'lis istt que quest stio ion n coun counte terb rbal alan anci cin( n( ques questi tion on

ANS: % TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #-1

1#. ichotomous or multiple+choice multiple+choice alternatives alternatives in fi*ed+alternative fi*ed+alternative questions should not have overlap amon( cate(ories, hich means the cate(ories should be: a. e*haustive b. mutually e*clusive e*clusive c. posi positi tive vely ly ord orded ed d. balanced ANS: & TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #-1

1-. All of the the folloin( folloin( are (uidelines (uidelines that that help prevent prevent the most common mista'es in desi(nin( questions "D%"T: a. avoi avoid d per perso sona nall que quest stio ions ns b. avoid comple*ity c. avoi avoid d lea leadi din( n( ques questi tion onss d. avoid avoid doub double+ le+bar barrel reled ed ques questio tions ns ANS: A TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: pp. #-#+#-3

1. B?hat is your favorite favorite hobby, hobby, playin( video (ames, or hat@B is an e*ample e*ample of hat hat type of question@ a. loaded b. pivot c. filter d. leadin( ANS: 

TS: 1

!"F: p. p . #--


NAT: NAT: AA%S&: !eflective Thin'in( Thin'in( 1$. Bn li(ht of the current current economic crisis, do you a(ree or disa(ree that the resident of of the nited nited States is doin( a (ood 0ob of mana(in( the economy@B is an e*ample of hat type of question@ a. coun counte terb rbal alan anci cin( n( b. order bias c. doub double le+b +bar arre rele led d d. loaded ANS:  TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #--

1. ?hen half half of the respondents respondents are as'ed as'ed to a(ree a(ree or disa(ree disa(ree ith the statemen statement: t: BForei(n BForei(n cars are better made than cars made in the the .S.B hile the other half of the the respondents are as'ed to a(ree or disa(ree ith the statement: statement: B%ars made in the .S. are better made than than forei(n cars,B this is an e*ample of a: a. pivo ivot ques uestion ion b. filter question c. doub double le+b +bar arre rele led d ques questi tion on d. spli split+ t+ba ball llot ot tec techn hniq ique ue ANS:  TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #-

13. An introductory introductory statement statement or or preamble to a potentially embarrassin( question that reduces reduces a respondent’s respondent’s reluctance to anser by su((estin( that certain behavior is not unusual is called a: a. fil filter ter que quesstion ion b. lead+in statement c. spli split+ t+ba ball llot ot ques questi tion on d. coun counte terb rbia iasi sin( n( stat statem emen entt ANS:  TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #-

19. Bo you a(ree or disa(ree ith ith the statement: The Federal !eserve &an' and the lar(e .S. .S. ban's are responsible for the hi(h foreclosures on home mort(a(esB is an e*ample of hat type of question@ a. cou counterb terbia iassin( in( b. open+ended response response c. coun counte terb rbal alan anci cin( n( d. doub double le+b +bar arre rele led d ANS:  TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #-$

)6. BShould illardHs illardHs 'eep its e*cellent e*cellent department department store credit card pro(ram@ CCCCC CCCCC Ees Ees CCCCC NoB is an e*ample of: a. usin usin( ( a pivo pivott ques questi tion on b. ma'in( assumptions assumptions c. a doub double le+b +bar arre rele led d ques questi tion on d. usin usin( ( a chec chec' 'list list ANS: & TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #-

)1. As'in( As'in( responden respondents ts to remember remember somethin( somethin( ithout ithout providin providin( ( any clue is called: called: 5 )616 %en(a(e 7earnin(. All !i(hts !eserved. 8ay not be scanned, copied or duplicated, or posted to a publicly accessible ebsite, in hole or in part.

a. b. c. d.

unai unaid ded reca recall ll aided recall reco(nition co(n co(nit itiv ivee retr retrie ieva vall

ANS: A TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #-

)). ?hich of the folloin( folloin( occurs hen respondents respondents believe believe that past past events happened more more recently than they actually did@ a. telescopin( b. squishin( c. myop myopic ic reme rememb mber erin in( ( d. /oomin( ANS: A TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #-

)#. ?hen respondents respondents thin' that recent events too' place lon(er lon(er a(o than they really did, this is called: a. telescopin( b. squishin( c. falterin( d. mis misred redemp emption ion ANS: & TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #-3

)-. ?hich technique technique recommends recommends as'in( as'in( (eneral questions before specific specific questions questions in order to obtain unbiased responses@ a. s'ip s'ip lo( lo(ic ic tec techn hniq ique ue b. telescopin( c. squishin( d. funn funnel el tech techni niqu quee ANS:  TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #-9

). n political political elections for candidates ho are not not ell+'non ell+'non by many many voters, such as 0ud(es, it frequently happens that the candidate ho is listed first on the ballot receives the most votes, this is an e*ample of a;n<: a. Gat Gatho horn rnee effe effect ct b. self+fulfillin( prophecy prophecy c. order bias d. spli split+ t+ba ball llot ot tec techn hniq ique ue ANS: % TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #-9

)$. ?hen a respondent respondent in a personal intervie is as'ed questions questions about about shoppin( at a specific specific department store in the shoppin( mall, and then is as'ed (eneral questions about shoppin( at that mall, hat type of mista'e has been made in questionnaire desi(n@ a. filter ef effect b. order bias c. doub double le+b +bar arre rele led d effe effect ct d. load loaded ed effect fect 5 )616 %en(a(e 7earnin(. All !i(hts !eserved. 8ay not be scanned, copied or duplicated, or posted to a publicly accessible ebsite, in hole or in part.

ANS: & TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #-9

). The idea that that the first concept measured on a questionnaire questionnaire frequently becomes a comparison point point from hich subsequent questions are evaluated by the respondents, is 'non as a;n<: a. load loaded ed effect fect b. filter effect c. prete retesst effe effect ct d. anch anchor orin in( ( effe effect ct ANS:  TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #6

)3. A question such as: as: BGave you you ever received a speedin( speedin( tic'et@ tic'et@ CCCCC CCCCC Ees CCCCC No,B hen hen folloed folloed by a question such as: as: B?hen did you receive that that tic'et@B is an e*ample of hat hat type of question@ question@ a. doub double le+b +bar arre rele led d b. leadin( c. filter d. anchorin( ANS: % TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #6

)9. A filter question used to determine determine hich version version of a second second question that that ill be as'ed as'ed is called a;n<: a. anch anchor orin in( ( que quest stio ion n b. pivot question c. funn funnel elin in( ( que quest stio ion n d. pipi pipin( n( ques questi tion on ANS: & TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #6

#6. ?hich type of of question question conserv conserves es space space on a questio questionnai nnaire@ re@ a. pivo ivot ques uestion ion b. funnel question c. mult multi+ i+fa face cete ted d ques questi tion on d. mult multip iple le+( +(ri rid d ques questi tion on ANS:  TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #)

#1. ?hich nterne nternett questionnair questionnairee layout presents presents the entire entire questionn questionnaire aire on one pa(e@ a. pa(in( la layout b. scrollin( layout layout c. cont contin inuo uous us layo layout ut d. perp perpet etua uall layo layout ut ANS: & TS: 1 !"F: p. p . # NAT: NAT: AA%S&: !eflective Thin'in(=AA%S&: Thin'in(=AA%S&: Technolo(y Technolo(y #). ?hen a respondent respondent to an nternet survey has to clic' on the IN"DTJ IN"DTJ button button at the the bottom of the screen screen in order to continue to anser the questionnaire, this button is hat type of button@ a. pull b. push c. radio 5 )616 %en(a(e 7earnin(. All !i(hts !eserved. 8ay not be scanned, copied or duplicated, or posted to a publicly accessible ebsite, in hole or in part.

d. advancemen ment ANS: & TS: 1 !"F: p. p . # NAT: NAT: AA%S&: !eflective Thin'in(= Thin'in(= AA%S&: Technolo(y Technolo(y ##. A bar at the top of the pa(e in an nternet survey that indicates ho much of the survey still still needs to be completed is 'non 'non as hat type of bar@ a. drop+don b. radio c. push d. status ANS:  TS: 1 !"F: p. p . # NAT: NAT: AA%S&: !eflective Thin'in(= Thin'in(= AA%S&: Technolo(y Technolo(y #-. ?hich of the the folloin( folloin( are common common ays of displayin displayin( ( questions questions on a computer computer screen@ screen@ a. drop+do +don bo bo* b. chec' bo*es c. open open+e +end nded ed bo*e bo*ess "# all of the above ANS:  TS: 1 !"F: p. p . #3 NAT: NAT: AA%S&: !eflective Thin'in(=AA%S&: Thin'in(=AA%S&: Technolo(y Technolo(y #. A space+savin( device device ithin nternet surveys surveys that allos the respondent to Bclic' hereB to see a set of possible choices in in a list at that point point in the survey is 'non 'non as a: a. status bo* b. drop+don bo* c. radio bo* d. status bo bo* ANS: & TS: 1 !"F: p. p . #3 NAT: NAT: AA%S&: !eflective Thin'in(=AA%S&: Thin'in(=AA%S&: Technolo(y Technolo(y #$. ?hich of the folloin( folloin( allos allos variables, such as ansers ansers from previous questions, questions, to be inserted into unfoldin( questions on nternet surveys@ a. vari variab able le pipi pipin( n( soft softa are re b. interactive softare softare c. erro errorr tra trapp ppin in( ( sof soft tar aree d. funn funnel elin in( ( soft softa are re ANS: A TS: 1 !"F: p. p . #$6 NAT: NAT: AA%S&: !eflective Thin'in(=AA%S&: Thin'in(=AA%S&: Technolo(y Technolo(y #. ?hen a respondent respondent is attemptin( to subscribe to Southest Airlines e+mail e+mail of fli(ht fli(ht sales and is presented ith a bo* that says: BEou BEou must provide your your /ip code in order to complete complete your re(istration,B this is an e*ample of: a. a doub double le+b +bar arre rele led d resp respon onse se b. error trappin( c. a ra radio bu button d. /onin( ANS: & TS: 1 !"F: p. p . #$6 NAT: NAT: AA%S&: !eflective Thin'in(=AA%S&: Thin'in(=AA%S&: Technolo(y Technolo(y


#3. A live, real+time support feature feature that solves problems problems or ansers ansers questions questions respondents respondents may encounter encounter in completin( the questionnaire is called a;n<: a. search en en(ine b. interactive help des' des' c. inte intera ract ctiv ivee tabu tabula lati tion on d. inte interv rven enti tion on ANS: & TS: 1 !"F: p. p . #$6 NAT: NAT: AA%S&: !eflective Thin'in(=AA%S&: Thin'in(=AA%S&: Technolo(y Technolo(y #9. A tabulation of of the results results of a pretest to help determine hether the questionnaire ill meet the ob0ectives of the research is referred to as: a. prel prelimi imina nary ry tabu tabula lati tion on b. primary tabulation c. init initia iall tab tabul ulat atio ion n d. bac' bac' tran transl slat atio ion n ANS: A TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #$)

-6. ?hen B4ut of si(ht, out of mindB as translated into into a forei(n forei(n lan(ua(e, and then as translated bac' into "n(lish by a lan(ua(e e*pert in that lan(ua(e to become: Bnvisible thin(s are insane,B this as an e*ample of: a. the the lin( lin(ui uist stic ic effec effectt b. a loaded question c. bac' bac' tran transl slat atio ion n d. a count counter erbi bias asin in( ( state stateme ment nt ANS: % TS: 1 NAT: NAT: AA%S&: !eflective Thin'in( Thin'in(

!"F: p. p . #$#

C!MPLETI!$

1. A;n< CCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCC CC question question allos allos the respondent to anser anser the question in a personal intervie in his or her on ords. ANS: ANS: open+e open+ende nded d respo response nse TS: 1

!"F: p. ##3


). A question in hich hich the respondent respondent is (iven (iven a list of of possible responses responses and is as'ed to choose choose one of them is an e*ample of a;n< CCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCC question. ANS: ANS: fi*ed+ fi*ed+alt altern ernati ative ve TS: 1

!"F: p. ##3


#. A fi*ed+alternative question question in hich the respondent respondent is as'ed as'ed to chec' either either I CCCCC Ees or CCCCC NoJ is an e*ample of a;n< CCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCC CCCC question. ANS: ANS: simpl simple+d e+dich ichoto otomy my TS: 1

!"F: p. #-6



-. A type of fi*ed+alternative fi*ed+alternative question in in hich a respondent is as'ed to select the cate(ory that best represents his (ross income for the previous year is an e*ample of a;n< CCCCCCCCCCCCCCCCCCCC question. ANS: ANS: determ determina inant+ nt+cho choice ice TS: 1

!"F: p. #-6


. A fi*ed+alternative question hich lists ten possible possible services that could be provided provided by a local ban' and as's respondents to chec' as many as apply to the question: question: I?hich of the folloin( ban'in( services do you currently use for First %ity &an'@J is an e*ample of a;n< CCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCC question. ANS: ANS: chec chec'l 'lis istt TS: 1

!"F: p. #-1


$. 2uestions that su((est su((est or imply a certain anser anser are called CCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCC CCCC questions. questions. ANS: ANS: lead eadin( in( TS: 1

!"F: p. #--


. A question that is ritten in in such a ay that it arouses arouses stron( emotion emotion in the respondent respondent is called called a;n< CCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCC question. question. ANS: ANS: load oaded TS: 1

!"F: p. #--


3. A question that is ritten in in such a ay that it really really as's to questions questions at the same time ;e.(. ;e.(. to separate ideas separated by BandB< is called a;n< CCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCC question. ANS: ANS: double double+ba +barre rreled led TS: 1

!"F: p. #-$


9. ?hen the respondentHs ansers to previous questions questions in a questionnaire questionnaire create a bias in his or her her ansers to later questions, this is 'non as CCCCCCCCCCCCCCCCCCCC bias. ANS: order TS: 1

!"F: p. #-9


16. n a personal personal intervie, intervie, as'in( (eneral questions questions before as'in( specific specific questions questions in order order to create less bias in the responses is 'non as the CCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCC technique. ANS: ANS: funn funnel el TS: 1

!"F: p. #-9


11. A question that Bscreens outB respondents respondents because because they do not not qualify to anser a subsequent subsequent question question ;e.(. Bo you on a > player@B< is called a;n< CCCCCCCCCCCCCCCCCCCC question. question. 5 )616 %en(a(e 7earnin(. All !i(hts !eserved. 8ay not be scanned, copied or duplicated, or posted to a publicly accessible ebsite, in hole or in part.

ANS: ANS: filt filter er TS: 1

!"F: p. #6


1). A filter question question that is used to determine hich subsequent subsequent question question ill be as'ed dependin( on the respondentHs anser to the filter question is called a;n< CCCCCCCCCCCCCCCCCCCC CCCCCCCCCCCCCCCCCCCC question. ANS: pivot TS: 1

!"F: p. #6


1#. ?hen a customer customer is selectin( a fli(ht at Southest Airlines ?eb site by clic'in( clic'in( on a circular icon ne*t ne*t to the fli(ht of her choice, this is called a;n< CCCCCCCCCCCCCCCCCCCC. CCCCCCCCCCCCCCCCCCCC. ANS: ANS: radi radio o but butto ton n TS: 1 !"F: p. #3 NAT: NAT: AA%S&: !eflective Thin'in(=AA%S&: Thin'in(=AA%S&: Technolo(y Technolo(y 1-. n an nternet nternet questionnaire, questionnaire, bo*es here respondents respondents can type type in their their on ansers ansers to questions questions are are called CCCCCCCCCCCCCCCCCCCC. CCCCCCCCCCCCCCCCCCCC. ANS: ANS: open+e open+ende nded d bo*es bo*es TS: 1 !"F: p. #3 NAT: NAT: AA%S&: !eflective Thin'in(=AA%S&: Thin'in(=AA%S&: Technolo(y Technolo(y 1. The process of ta'in( a questionnaire questionnaire that has previously previously been translated from from one lan(ua(e lan(ua(e to another and havin( it translated bac' a(ain by a second, independent translator is called CCCCCCCCCCCCCCCCCCCC. CCCCCCCCCCCCCCCCCCCC. ANS: ANS: bac' bac' transl translati ation on TS: 1

!"F: p. #$#


ESSA%

1. 7ist the 'ey 'ey decisio decisions ns in questionn questionnaire aire desi(n desi(n.. ANS: !esearchers plannin( a questionnaire’s desi(n must ma'e several decisions, hich typically ta'e place in the folloin( sequence: ;1< ?hat should be as'ed@ ;)< Go should questions be phrased@ ;#< n hat sequence should the questions be arran(ed@ ;-< ?hat questionnaire layout ill best serve the research ob0ectives@ ;< Go should the questionnaire questionnaire be pretested@ pretested@ oes it need to be revised@ revised@ TS: 1 !"F: pp. ##$ NAT: NAT: AA%S&: !eflective Thin'in(=AA%S&: Thin'in(=AA%S&: %ommunication %ommunication ). %ompare %ompare and contrast contrast open+ended open+ended and fi*ed+al fi*ed+alterna ternative tive question questionss and (ive an e*ample of each. 5 )616 %en(a(e 7earnin(. All !i(hts !eserved. 8ay not be scanned, copied or duplicated, or posted to a publicly accessible ebsite, in hole or in part.

ANS: !pen&en"e" response 'uestions pose some problem or topic and as' respondents to anser in their on ords. "*amples include I?hat names of local ban's can you thin' thin' of offhand@J or IJGo can our stores better server your needs@J Fi(e"&a)ternati*e 'uestions ;sometimes called closed questions< questions< (ive respondents specific limited+alternative limited+alternative responses and as' them to choose the one closest to their their on viepoints. viepoints. For e*ample: Io you use Tide laundry deter(ent@J CCCC Ees CCCC No ?hile open+ended response questions are most beneficial hen the researcher is conductin( e*ploratory research, their cost is substantially hi(her than that of administerin( fi*ed+alternative questions. Fi*ed+alternative questions questions require less intervieer s'ill, s'ill, ta'e less time, and are easier for the respondent to anser. Goever, Goever, unanticipated alternatives may emer(e hen respondents believe that closed ansers do not adequately reflect their feelin(s. TS: 1 !"F: pp. ##3+#-6 NAT: NAT: AA%S&: !eflective Thin'in(=AA%S&: Thin'in(=AA%S&: %ommunication %ommunication #. Name and and define define the primary primary types types of fi*ed+ fi*ed+alter alternati native ve question questions. s. ANS: The types of fi*ed+alternative questions are: ;1< Si+p)e&"i,hoto+- ."i,hoto+ous 'uestion + requires the respondent to choose one of to alternatives. ;)< Deter+inant&,hoi,e 'uestion + requires the respondent to choose one++and only one++ response from amon( several possible alternatives. ;#< Fre'uen,-&"eter+ination 'uestion + a determinant+choice question that as's for an anser about the (eneral frequency of occurrence. ;-< Che,0)ist 'uestion + allos the respondent to provide multiple ansers to a sin(le question. TS: 1 !"F: pp. #-6+#-1 NAT: NAT: AA%S&: !eflective Thin'in(=AA%S&: Thin'in(=AA%S&: %ommunication %ommunication -. iscuss iscuss factors factors to consider consider hen determi determinin( nin( the order order of questions questions on a questionn questionnaire. aire. ANS: 4ne factor to consider is or"er ias, hich can result from a particular anser’s position in a set of ansers or from the sequencin( of questions. questions. As'in( specific questions questions before as'in( about broader issues is a common cause of order bias. As a result, it is advisable to as' (eneral questions before specific questions to obtain obtain the freest of open+ended responses. This procedure, 'non as the 2unne) te,hni'ue, allos the researcher to understand the respondent’s frame of reference before as'in( more specific questions about the level of the respondent’s respondent’s information and the intensity of his or her opinions. ?ith ?ith attitude scales, there also also may be an anchoring effect , hich means the first concept measured tends to become a comparison point from hich subsequent evaluations are made. !andomi/ation helps minimi/e this effect. Fi)ter 'uestions minimi/e the chance of as'in( questions that are inapplicable. inapplica ble. A pi*ot 'uestion is a filter question used to determine hich version of a second question ill be as'ed. TS: 1 !"F: pp. #-9+#6 NAT: NAT: AA%S&: !eflective Thin'in(=AA%S&: Thin'in(=AA%S&: %ommunication %ommunication . iscuss layout layout issues ith respect respect to nternet nternet questionnaires, questionnaires, the tools used to assist respondents’ navi(ation throu(h the survey, survey, and the alternative ays of displayin( questions. questions. 5 )616 %en(a(e 7earnin(. All !i(hts !eserved. 8ay not be scanned, copied or duplicated, or posted to a publicly accessible ebsite, in hole or in part.

ANS: There are several layout issues to consider. consider. The first decision is hether the questionnaire questionnaire ill appear pa(e by pa(e, ith individual individual question on on separate screens ;called paging layout <, <, or on a scrollin( basis, ith the entire entire questionnaire appearin( appearin( on a sin(le ?eb ?eb pa(e that the respondent respondent scrolls from top to bottom ;called scroll ;called scrolling ing layout <. <. ?hether a ?eb ?eb survey is pa(e+by+pa(e or scrollin( format a push utton ith a label should clearly describe the actions to be ta'en. &ecause many nternet surveys offer no visual clues about the number of questions to be as'ed, it is important to provide a status ar or some other visual indicator of questionnaire questionnaire len(th. Four common ays of displayin( questions questions on a computer screen are: ;1< ra"io utton + clic'in( on an alternative response deactivates the first choice and replaces it ith the ne response. ;)< "rop&"o3n o( + a space+savin( device that allos the researcher to provide a list of responses that are hidden from vie until they are needed. ;#< ,he,0 o(es + allo respondents to chec' all that apply. ;-< open&en"e" o(es + bo*es in hich respondents type their ansers to open+ended questions. ;< pop&up o(es + bo*es that appear at selected points and contain information or instructions for respondents. TS: 1 !"F: pp. #+#3 NAT: NAT: AA%S&: !eflective Thin'in(=AA%S&: Thin'in(=AA%S&: %ommunication=AA%S&: %ommunication=AA%S&: Technolo(y Technolo(y


ch15

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