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Modern Marketing Research Concepts Methods, and Cases 2nd Edition by Fred M. Feinberg – Test Bank

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  • ISBN-10 ‏ : ‎ 1133188966
  • ISBN-13 ‏ : ‎ 978-1133188964

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SKU:tb1002411

Modern Marketing Research Concepts Methods, and Cases 2nd Edition by Fred M. Feinberg – Test Bank

Chapter 6: Designing Surveys and Data Collection Instruments

TRUE/FALSE

1. The function of the questionnaire is measurement; measurement error is a serious problem in questionnaire construction.

ANS: T
Questionnaires are designed to measure a wide variety of marketing-related variables. The way a question is worded can have a profound impact on the resultant error.

PTS: 1 DIF: Easy REF: pg 264

2. Identification data collected on a questionnaire are typically used only internally and are not reported along with research results for reasons of confidentiality.

ANS: T
Identification data includes information such as the respondent’s name, address, and phone number and is not reported because of confidentiality.

PTS: 1 DIF: Easy REF: pg 266

3. Classification data are typically collected among the first five questions of a questionnaire.

ANS: F
Because respondents may be reluctant to disclose personal information, it is best to place these questions at the end.

PTS: 1 DIF: Moderate REF: pg 267

4. Questionnaire design has become a fairly exact science that can be mastered by strictly following the set of rules for their creation.

ANS: F
Questionnaire design is part scientific undertaking and part art form. Slavishly following fixed steps may lead researchers to devise overly lengthy, uninspired survey instruments.

PTS: 1 DIF: Moderate REF: pg 267

5. The questionnaire design stage presumes that the research project is well under way and that research objective and information needs have already been identified.

ANS: T
Questionnaire design is based on information needs; these must therefore be specified prior to developing any questionnaires.

PTS: 1 DIF: Easy REF: pg 268

6. The more homogeneous the respondent group, the more difficult it is to design a single questionnaire that is universally appropriate.

ANS: F
The more heterogeneous the group (in terms of geodemographics, attitude, and behaviors), the more difficult questionnaire design becomes.

PTS: 1 DIF: Moderate REF: pg 268

7. A question should be phrased so as to permit the respondent to admit a lack of knowledge.

ANS: T
When a question implies that the answer should be known, respondents will often answer it even though they have limited knowledge of the topic, causing measurement error,

PTS: 1 DIF: Moderate REF: pg 269

8. The aided recall approach, as the name implies, is intended to overcome respondents’ unwillingness to respond to particular questions.

ANS: F
Aided recall attempts to overcome problems of respondent memory and lack of efficiency in administering questionnaires by providing the respondent with cues and partial information regarding the event of interest.

PTS: 1 DIF: Challenging REF: pg 270

9. In mitigating bias resulting from respondents’ unwillingness to respond to questions accurately, the labeled response categories approach phrases the sensitive question so that it refers to “other people,” “people you know,” or even “people like you.”

ANS: F
Referring to “other people,” “people you know,” or “people like you” is the indirect statement approach to mitigating bias resulting from respondents’ unwillingness to respond accurately. The labeled response category approach presents respondents with a card that lists the sensitive response alternatives identified by letters or numbers. The respondent uses the letter or number to indicate a response to the sensitive question.

PTS: 1 DIF: Challenging REF: pg 272

10. The counterbiasing statement approach involves asking a nonsensitive question prior to and immediately after a sensitive question.

ANS: F
The counterbiasing statement is a statement suggesting that the subject behavior is rather common prior to asking a question about the respondents’ behavior.

PTS: 1 DIF: Challenging REF: pg 272

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