Module #6 - Quiz Questions

Question 1

When conducting international research in developing countries, which type of scale is more appropriate in cultures that are less familiar with marketing research?

a) Comparative scale
b) Interval scale
c) Ratio scale
d) Constant sum scale
e) Ordinal scale

Answer 1

e) Ordinal scale

Question 2

When trying to overcome respondents’ unwillingness to answer, the researcher might list possible responses. The researcher provides this list in order to ______.

a) obtain sensitive information
b) reduce the effort required of respondents
c) put the information in context
d) make the survey appear more legitimate

Answer 2

b) reduce the effort required of respondents

Question 3

Pretests are useful because they _____________.

a) provide preliminary results
b) identify problems with questionnaire wording or question flow
c) can be used as an alternative to qualitative research
d) establish the sample size needed
e) All of the above

Answer 3

b) identify problems with questionnaire wording or question flow

Question 4

The questionnaire design process cannot begin until:

a) The data collection method is determined
b) The desired form and layout of the questionnaire are decided
c) The types of scales are chosen
d) The information needs are defined

Answer 4

d) The information needs are defined

Question 5

Which scale or scales have an absolute zero point?

a) Interval and ratio
b) Ratio only
c) Ordinal, interval, and ratio
d) Interval only
e) Ratio and numerical

Answer 5

b) Ratio only

Question 6

Which of the following is a reason to provide verbal labels for each category in a rating scale?

a) It reduces ambiguity
b) It is better for statistical analysis
c) It improves the reliability of the results
d) It is easier to administer over the phone

Answer 6

a) It reduces ambiguity

Question 7

Which statement is TRUE of comparative scales?

a) Comparative scales tend to be interval scales.
b) The major benefit of comparative scales is to detect small differences.
c) Respondents rate objects independently in comparative scales.
d) Comparative scales are difficult to apply and hard for respondents to understand.

Answer 7

b) The major benefit of comparative scales is to detect small differences.

Question 8

Which of the following is NOT an example of a comparative scale?

a) Likert scale
b) Rank order
c) Constant Sum
d) Q-sort
e) Paired comparison

Answer 8

a) Likert scale

Question 9

Which of the following is an example of a double-barreled question?

a) Which flavor of ice cream do you like better, vanilla or chocolate?
b) Did you find the article interesting and useful to you?
c) Do you agree that employees should receive pay for sick days?
d) What are two places you would like to visit on your next vacation?
e) Would you prefer to fly or drive when traveling short distances?

Answer 9

b) Did you find the article interesting and useful to you?

Question 10

Which of the following is a reason to provide a “don’t know” option for rating scales?

a) Forcing respondents to answer questions they don’t know irritates them.
b) Forcing respondents to answer questions they don’t know risks non-accurate responses.
c) Respondents without an opinion may simply mark the middle scale point which may distort results.
d) In situations where some respondents are expected to not have opinions or not to know, accuracy of the data can be improved by providing a don’t know option.
e) All of the above

Answer 10

e) All of the above

Question 11

For which data collection method is it most important to include simple yet detailed instructions for respondents?

a) Mail survey
b) Telephone interview
c) In-person interview
d) There is no difference between data collection methods in the need for respondent instructions

Answer 11

a) Mail survey

Question 12

Which type of scale has adjectives at each end of the scale that are opposites of each other?

a) Semantic differential
b) Likert
c) Stapel
d) Max Diff
e) Dichotomous

Answer 12

a) Semantic differential

Question 13

Respondents in some developing countries may have difficulty in expressing opinion on interval or ratio scales.

a) True
b) False

Answer 13

a) True

Question 14

Which of the following is NOT a reason that a researcher would develop an observation form for observers watching shoppers purchase soft drinks in a grocery store?

a) Clearly Identify the information that the observer should record
b) Make it easy for the observer to accurately record the information
c) Simplify the coding, entry, and analysis of the data
d) Provide a script to observers for how to frame questions asked of shoppers

Answer 14

d) Provide a script to observers for how to frame questions asked of shoppers

Question 15

Which of the following is NOT an open-ended or unstructured question?

a) What do you like about this product?
b) What is the name of the restaurant you visited most recently?
c) What suggestions do you have to improve this product?
d) What is your favorite book?
e) Would you say price is very important, somewhat important or not important to you in deciding what car to buy?

Answer 15

e) Would you say price is very important, somewhat important or not important to you in deciding what car to buy?

Question 16

_____________ is being used for measurement if respondents are given 100 attitude statements on individual cards and asked to place them into 11 piles, ranging from “most highly agreed with” to “least highly agreed with.”

a) Constant sum
b) Q-sort
c) Paired comparison
d) Rank order
e) Semantic differential

Answer 16

b) Q-sort

Question 17

Which of the following is a disadvantage of a Likert scale?

a) It is difficult to construct.
b) It is not suitable for telephone interviews.
c) It takes longer to complete than other rating scales because respondents have to read each statement.
d) Respondents typically have a hard time understanding how to use the scale.
e) It is not commonly used so researchers are unfamiliar with analyzing data from Likert scales.

Answer 17

c) It takes longer to complete than other rating scales because respondents have to read each statement.

Question 18

A researcher must decide to remove some questions from a questionnaire because the interview is too long. Which question would be the best candidate to remove from the questionnaire?

a) A question that is needed to address one of the research objectives
b) A question that determines if a respondent is in the target group and meets a qualification for the interview
c) The question provides new information because it has not been asked in previous surveys
d) A branching question that determines which parts of the questionnaire are relevant to each respondent

Answer 18

c) The question provides new information because it has not been asked in previous surveys

Question 19

“In the past 12 months, how often did you take an airplane trip?” is a question on a survey about travel. Which of the following response options is LEAST ambiguous?

a) a) Never, b) Rarely, c) Sometimes, d) Frequently, e) Very frequently
b) a) None, b) 1 to 2 times, c) 3 to 5 times, d) 6 to 10 times, e) more than 10 times
c) Provide your best estimate: _____________
d) a) Weekly, b) Monthly, c) Quarterly, d) Annually, e) Not at all

Answer 19

b) a) None, b) 1 to 2 times, c) 3 to 5 times, d) 6 to 10 times, e) more than 10 times

Question 20

Which of the following is NOT an approach to assessing reliability?

a) Test-Retest reliability
b) Alternative-Forms Reliability
c) Internal Consistency Reliability
d) Content Reliability
e) Split-half reliability

Answer 20

d) Content Reliability