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Exam

Name___________________________________

MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.

1) If you are deciding between personal interviews or computer-assisted interviewing, you are at 1)
which step of the questionnaire design process?
A) Specify the type of interviewing method.
B) Determine the content of individual questions.
C) Eliminate bugs by pretesting.
D) Arrange the questions in proper order.
Answer: A
Explanation: A)
B)
C)
D)

2) "Do you like to fly when traveling short distances?" is an example of a(n) ________. 2)
A) implicit assumption B) generalization
C) implicit alternative D) All of the above are correct.
Answer: C
Explanation: A)
B)
C)
D)

3) Most "why" questions about the use of a product or choice alternative involve two aspects: 3)
________ and ________.
A) attributes of the product; influences leading to knowledge of the product
B) how the product is used; influences leading to knowledge of the product
C) attributes of the product; how the product is used
D) none of the above
Answer: A
Explanation: A)
B)
C)
D)

4) The type of method influences questionnaire design. Considering how the questionnaire is 4)
administered under each method, which method is most appropriate if lengthy, complex, and
varied questions need to be asked?
A) personal interview B) mail questionnaire
C) Internet questionnaire D) telephone interview
Answer: A
Explanation: A)
B)
C)
D)

1
5) "Are you in favor of a balanced budget?" is an example of a(n) ________. 5)
A) implicit alternative B) generalization
C) implicit assumption D) All of the above are correct.
Answer: C
Explanation: A)
B)
C)
D)

6) ________ is a type of information obtained in a questionnaire that includes name, address, and 6)
phone number.
A) Qualifying information B) Identification information
C) Basic information D) Classification information
Answer: B
Explanation: A)
B)
C)
D)

7) Which of the following statements is true about difficult questions? 7)

A) Difficult questions should be placed at the end of the identification section.
B) Difficult questions should be placed at the end of the classification section.
C) Difficult questions should be placed at the end of the section on basic information.
D) All of the statements are correct.
Answer: D
Explanation: A)
B)
C)
D)

8) Which of the following is not a type of structured question? 8)

A) dichotomous B) scale
C) multiple choice D) open-ended
Answer: D
Explanation: A)
B)
C)
D)

9) ________ is information that relates directly to the research problem. 9)

A) Qualifying information B) Identification information
C) Basic information D) Classification information
Answer: C
Explanation: A)
B)
C)
D)

2
10) ________ specify the set of response alternatives and the response format. 10)
A) Structured questions B) Filter questions
C) Unstructured questions D) Branching questions
Answer: A
Explanation: A)
B)
C)
D)

11) Which of the following is not an objective of a questionnaire? 11)

A) A questionnaire must translate the information needed into a set of specific questions that the
respondents can and will answer.
B) A questionnaire should minimize response error.
C) A questionnaire must uplift, motivate, and encourage the respondent to become involved in
the interview, to cooperate, and to complete the interview.
D) A questionnaire must be easy to use.
Answer: D
Explanation: A)
B)
C)
D)

12) Respondents' inability to remember leads to three types of error. Which of the errors listed below is 12)
not mentioned in the text as one of the types of errors created by respondents?
A) recall error B) creation error C) omission error D) telescoping
Answer: A
Explanation: A)
B)
C)
D)

13) ________ are questions used to guide an interviewer through a survey by directing the interviewer 13)
to different spots on the questionnaire depending on the answers given.
A) Opening questions B) Multiple choice questions
C) Leading questions D) Branching questions
Answer: D
Explanation: A)
B)
C)
D)

3
14) Which statement is not true about pretests? 14)
A) To the extent possible, a pretest should involve administering the questionnaire in an
environment and context similar to that of the actual survey.
B) The project director, the researcher who developed the questionnaire, and other key members
of the research team should conduct some pretest interviews.
C) A variety of interviewers should be used for pretests.
D) It is a good practice to employ only experienced interviewers to conduct pretests.
Answer: D
Explanation: A)
B)
C)
D)

15) Which of the words below is an ambiguous word? 15)

A) often B) once
C) never D) none of the above
Answer: A
Explanation: A)
B)
C)
D)

16) The respondents' ability to remember an event is influenced by all of the following except________. 16)
A) the event itself
B) where you were when the event occurred
C) the time elapsed since the event
D) the presence or absence of events that would aid memory
Answer: B
Explanation: A)
B)
C)
D)

17) Which of the following statements is correct about implicit alternatives? 17)
A) The split ballot technique should be used to rotate the order in which a list of alternatives
appear.
B) Making an implied alternative explicit may increase the percentage of people selecting that
alternative.
C) When alternatives are close in preference or large in number, the alternatives at the end of the
list have a greater chance of being selected.
D) All of the above are correct.
Answer: D
Explanation: A)
B)
C)
D)

4
18) Which of the following is not a part of the questionnaire design process? 18)
A) Arrange questions in proper order. B) Specify the type of interviewing method.
C) Develop sampling plan. D) Reproduce the questionnaire.
Answer: C
Explanation: A)
B)
C)
D)

19) Deciding if a question is necessary or if several questions are needed rather than one are decisions 19)
involved with ________.
A) determining the order of scales B) individual question content
C) choosing question wording D) choosing question structure
Answer: B
Explanation: A)
B)
C)
D)

20) What is the one acute problem of dichotomous questions? 20)

A) The response can be influenced by the wording of the question.
B) There is potential for position bias.
C) It is difficult to obtain information on alternatives not listed.
D) none of the above
Answer: A
Explanation: A)
B)
C)
D)

21) The information that is of the most importance to the research project and should be obtained first 21)
is ________.
A) qualifying information B) identification information
C) basic information D) classification information
Answer: C
Explanation: A)
B)
C)
D)

22) When developing questionnaire questions, if you are considering order position bias and the set of 22)
all possible response alternatives, you are developing ________ questions.
A) multiple choice B) branching
C) scale D) dichotomous
Answer: A
Explanation: A)
B)
C)
D)

5
23) Typically, a questionnaire is only one element of a data-collection package that might also include 23)
all of the following except ________.
A) a data code book B) some reward
C) fieldwork procedures D) communication aids
Answer: A
Explanation: A)
B)
C)
D)

24) Which of the following statements are true concerning questionnaire design for international 24)
marketing research?
A) Unstructured or open-ended questions should be used with caution in countries with high
illiteracy rates.
B) The questionnaire may have to be suitable for administration by more than one method.
C) It is desirable to have two or more simple questions rather than a single complex question.
D) All of the above statements are true.
Answer: D
Explanation: A)
B)
C)
D)

25) When developing a questionnaire, to ensure that the information obtained fully addresses all 25)
components of the problem, the researcher should ________.
A) have a clear idea of the target population
B) review components of the problem and the approach
C) prepare a set of dummy tables
D) all of the above
Answer: D
Explanation: A)
B)
C)
D)

26) ________ is socioeconomic and demographic characteristics used to classify respondents. 26)
A) Qualifying information B) Identification information
C) Basic information D) Classification information
Answer: D
Explanation: A)
B)
C)
D)

6
27) When determining if a question is necessary, in some situations it may be necessary to ask 27)
questions that are not directly related to the information that is needed. Which of the reasons stated
below were given in your text as reasons why questions not related to the information needed
might be included in the questionnaire?
A) to disguise the purpose or sponsorship of the project
B) to establish involvement and rapport
C) to generate client support for the project
D) all of the above
Answer: D
Explanation: A)
B)
C)
D)

28) "Describe your college experience" and "What is your occupation?" are ________ questions. 28)
A) structured B) unstructured C) filter D) dichotomous
Answer: B
Explanation: A)
B)
C)
D)

29) Which of the following statements is not an advantage of unstructured questions? 29)
A) Unstructured questions are useful in exploratory research.
B) Implicitly, unstructured questions give extra weight to respondents who are more articulate.
C) Unstructured questions have a much less biasing influence on response than structured
questions.
D) Unstructured questions are good as first questions on a topic.
Answer: B
Explanation: A)
B)
C)
D)

30) Which of the following statements is not true about unstructured questions? 30)
A) Unstructured questions can suffer from order or position bias.
B) Open-ended questions are useful as opening questions.
C) Precoding can overcome some of the disadvantages of unstructured questions.
D) Open-ended questions are useful in exploratory research.
Answer: A
Explanation: A)
B)
C)
D)

7
31) ________ is the translation of the desired question content and structure into words that 31)
respondents can clearly and easily understand.
A) The questionnaire design process
B) Overcoming inability to answer
C) Question wording
D) Determining the content of individual questions
Answer: C
Explanation: A)
B)
C)
D)

32) All of the statements below are ways in which the researcher can encourage respondents to provide 32)
information they are unwilling to give except ________.
A) use randomized techniques
B) preface the question with a statement that the behavior of interest is common
C) provide response categories rather than asking for specific figures
D) all of the above
Answer: D
Explanation: A)
B)
C)
D)

33) Observational forms should specify the who, what, and when of the behavior to be observed. The 33)
forms should also specify all of the items below except ________.
A) where B) way C) whether D) why
Answer: C
Explanation: A)
B)
C)
D)

34) Which statement is correct concerning the effect on subsequent questions? 34)
A) The inverted funnel approach is particularly useful when information has to be obtained
about respondents' general choice behavior and their evaluations of specific products.
B) The inverted funnel approach is useful when respondents have no strong feelings or have not
formulated a point of view.
C) As a rule of thumb, general questions should precede specific questions to prevent specific
questions from biasing responses to general questions.
D) All are correct.
Answer: D
Explanation: A)
B)
C)
D)

8
35) The great weakness of questionnaire design is lack of ________. 35)
A) accuracy B) precision C) theory D) consensus
Answer: C
Explanation: A)
B)
C)
D)

36) When developing a questionnaire, the six Ws (who, what, when, where, why, and way) are used 36)
when ________.
A) choosing question wording
B) determining the content of individual questions
C) defining the issue
D) avoiding generalizations and estimates
Answer: C
Explanation: A)
B)
C)
D)

37) Choosing between the questions "Do you think the distribution of soft drinks is adequate?" 37)
(Incorrect) and "Do you think soft drinks are readily available when you want to buy them?"
(Correct) are examples of situations that pertain to ________.
A) using ordinary words B) avoiding ambiguous words
C) using positive and negative statements D) avoiding leading questions
Answer: A
Explanation: A)
B)
C)
D)

38) When developing a questionnaire, the following guidelines: (1) use positive and negative 38)
statements, (2) avoid implicit alternatives, and (3) avoid leading questions, are used when
________.
A) determining the content of individual questions
B) choosing question wording
C) designing questions to overcome the respondent's inability to answer
D) arranging questions in proper order
Answer: B
Explanation: A)
B)
C)
D)

9
39) Which of the following statements is not a disadvantage of structured questions? 39)
A) Coding and processing of data are much less costly and time consuming.
B) Showing respondents the list of possible answers produces biased responses.
C) Considerable effort is required to design effective multiple choice questions.
D) It is difficult to obtain information on alternatives not listed.
Answer: A
Explanation: A)
B)
C)
D)

40) A(n) ________ is a question that gives the respondent a clue as to what answer is desired or leads 40)
the respondent to answer in a certain way.
A) filter question B) implicit alternative
C) structured question D) leading question
Answer: D
Explanation: A)
B)
C)
D)

41) "Is the respondent informed?" and "Can the respondent remember?" and "Can the respondent 41)
articulate?" are all questions asked in the ________ stage of the questionnaire design process.
A) choosing question wording B) specify the type of interviewing method
C) overcoming unwillingness to answer D) overcoming inability to answer
Answer: D
Explanation: A)
B)
C)
D)

42) ________ that measure familiarity, product use, and past experience should be asked before 42)
questions about the topics themselves.
A) Branching questions B) Dichotomous questions
C) Filler questions D) Filter questions
Answer: D
Explanation: A)
B)
C)
D)

43) ________ refer to open-ended questions that respondents answer in their own words. 43)
A) Branching questions B) Dichotomous questions
C) Structured questions D) Unstructured questions
Answer: D
Explanation: A)
B)
C)
D)

10
44) A(n) ________ describes how the analysis will be structured once the data have been collected. 44)
A) dummy table B) dummy plan
C) analysis table D) none of the above
Answer: A
Explanation: A)
B)
C)
D)

45) When trying to overcome respondents' unwillingness to answer, the researcher might list the 45)
possible responses a respondent might make. More specifically, the list is an effort by the
researcher to ________.
A) obtain sensitive information
B) increasing the unwillingness of respondents
C) reduce the effort required of the respondents
D) put the information request in context
Answer: C
Explanation: A)
B)
C)
D)

46) When developing a questionnaire, if the researcher is asking him/herself if the word means what 46)
he/she intended; if it has any other meanings; if the word has more than one pronunciation; or if a
simpler phrase is suggested, then he/she is probably concerned with ________.
A) avoiding ambiguous words B) using defining the issue
C) avoiding leading questions D) using ordinary words
Answer: A
Explanation: A)
B)
C)
D)

47) "Do you think Coca-Cola is a tasty and refreshing soft drink?" is an example of a ________. 47)
A) branching question B) double-barreled question
C) structured question D) dichotomous question
Answer: B
Explanation: A)
B)
C)
D)

11
48) The first step in the questionnaire design process is ________. 48)
A) determine the content of individual questions
B) specify the information needed
C) identify the form and layout
D) specify the type of interview method
Answer: B
Explanation: A)
B)
C)
D)

49) Which of the following is not a reason why a respondent might be unwilling to answer a particular 49)
question?
A) The situation or context may not seem appropriate for disclosure.
B) The respondent may not be informed.
C) Too much effort is required.
D) No legitimate purpose or need for the information requested is apparent.
Answer: B
Explanation: A)
B)
C)
D)

50) Which of the following practices should be avoided when reproducing the questionnaire? 50)
A) Surveys directed at different respondent groups can be reproduced on different colored
paper.
B) Directions or instructions should be placed as close to the questions as possible.
C) Sideways formatting and splitting should be done to conserve space.
D) If the printed questionnaire runs to several pages, it should take the form of a booklet.
Answer: C
Explanation: A)
B)
C)
D)

51) A ________ is a single question that attempts to cover two issues. 51)
A) double-barreled question B) branching question
C) dichotomous question D) structured question
Answer: A
Explanation: A)
B)
C)
D)

12
 52) ________ is the testing of the questionnaire on a small sample of respondents for the purpose of 52)
improving the questionnaire by identifying and eliminating potential problems.
A) Posttesting B) Funneling C) Telescoping D) Pretesting
Answer: D
Explanation: A)
B)
C)
D)

53) The statement "Questions should be specific, not general." pertains to the ________ aspect of 53)
questionnaire development.
A) use unambiguous words B) avoid implicit alternatives
C) avoid generalizations and estimates D) avoid implicit assumptions
Answer: C
Explanation: A)
B)
C)
D)

54) Which of the following statements is not a disadvantage of unstructured questions? 54)
A) Unstructured questions have a much less biasing influence on response than structured
questions.
B) Coding of responses is costly and time consuming.
C) Implicitly, unstructured questions give extra weight to respondents who are more articulate.
D) Unstructured questions are not suitable for self-administered questionnaires.
Answer: A
Explanation: A)
B)
C)
D)

TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false.

55) "What is your occupation?" is a free-answer question. 55)

Answer: True False
Explanation:

56) Two apparently similar ways of posing a question always yield the same information. 56)
Answer: True False
Explanation:

57) Dichotomous questions cannot have neutral alternatives such as "don't know" or "no opinion." 57)
Answer: True False
Explanation:

58) To minimize discomfort, it should be made clear at the beginning of the interview that respondents 58)
are not obligated to answer a question that makes them uncomfortable.
Answer: True False
Explanation:

13
59) The steps in the questionnaire design process are interrelated and the development of a 59)
questionnaire will involve some iteration and looping.
Answer: True False
Explanation:

60) When developing questions, the researcher should avoid leading questions like "What is your 60)
favorite brand of toothpaste?"
Answer: True False
Explanation:

61) A principal disadvantage of unstructured questions is that potential for interviewer bias is high. 61)
Answer: True False
Explanation:

62) Respondents may be unwilling to answer a particular question because too much effort is required 62)
or they may not remember the information that is being asked.
Answer: True False
Explanation:

63) Questions such as "What did you have for lunch a week ago?" are correct questions because 63)
consumers are very good at remembering quantities of products consumed.
Answer: True False
Explanation:

64) The inverted funnel approach is useful when respondents have no strong feelings or have not 64)
formulated a point of view.
Answer: True False
Explanation:

65) Another name for questionnaire is schedule instrument. 65)

Answer: True False
Explanation:

66) Respondents may not be able to respond because they are unable to articulate a response, they may 66)
not be informed, or they may not remember.
Answer: True False
Explanation:

67) Opening questions should be used to get at the purpose of the questionnaire quickly. 67)
Answer: True False
Explanation:

68) Respondents with responses that are difficult to articulate should be given aids such as pictures, 68)
maps, and descriptions to help them articulate their responses.
Answer: True False
Explanation:

14
69) All aspects of the questionnaire should be tested, including question content, wording, sequence, 69)
form and layout, question difficulty, and instructions.
Answer: True False
Explanation:

70) All questions on a questionnaire should contribute to the information needed or serve some specific 70)
purpose.
Answer: True False
Explanation:

71) There is evidence that the response to a question is influenced by the directionality of the question. 71)
Answer: True False
Explanation:

72) The inverted funnel is a strategy for ordering questions in a questionnaire in which the sequence 72)
starts with the general questions that are followed by progressively specific questions in order to
prevent specific questions from biasing general questions.
Answer: True False
Explanation:

73) The more diversified the respondent group, the more difficult it is to design a single questionnaire 73)
that is appropriate for the entire group.
Answer: True False
Explanation:

74) In questionnaire design, assigning a code to every conceivable response before data collection is 74)
called pre-coding.
Answer: True False
Explanation:

75) Information should be obtained in the following order: basic, identification, classification. 75)
Answer: True False
Explanation:

76) Qualifying questions should not serve as opening questions. 76)

Answer: True False
Explanation:

77) Protocol analysis and debriefing are two commonly used procedures in pretesting. 77)
Answer: True False
Explanation:

78) A questionnaire is a major source of response error. 78)

Answer: True False
Explanation:

15
79) A "don't know" option does not appear to reduce uninformed responses without reducing the 79)
overall response rate or the response rate for questions about which the respondents have
information.
Answer: True False
Explanation:

80) A well-designed questionnaire can motivate the respondents and increase the response rate. 80)
Answer: True False
Explanation:

81) Filter questions enable the researcher to filter out respondents who are not adequately informed. 81)
Answer: True False
Explanation:

82) A principal disadvantage of structured questions is that potential for interviewer bias is high. 82)
Answer: True False
Explanation:

83) Information on demographic characteristics such as marital status, education, household size, 83)
occupation, income, and dwelling unit may have to be specified differently for different countries,
as these variables may not be directly comparable across countries.
Answer: True False
Explanation:

84) The responses obtained from the pretest should be coded and analyzed. 84)
Answer: True False
Explanation:

85) The questionnaire or research instrument should be biased in terms of the country in which it will 85)
be used.
Answer: True False
Explanation:

86) Creation error is the inability to recall an event that actually took place. 86)
Answer: True False
Explanation:

87) Respondents that are unwilling to give responses should be given aids such as pictures, maps, and 87)
descriptions to help them articulate their responses.
Answer: True False
Explanation:

88) A questionnaire is an informal set of questions for obtaining information from respondents. 88)
Answer: True False
Explanation:

89) The researcher has the ethical responsibility of designing the questionnaire so as to obtain the 89)
required information in a biased manner.
Answer: True False
Explanation:

16
 90) Unstructured questions reduce cultural bias because they do not impose any response alternatives. 90)
Answer: True False
Explanation:

91) Pretests are best done by personal interviews, even if the actual survey is to be conducted by mail, 91)
telephone, or electronic means.
Answer: True False
Explanation:

92) Omission error takes place when a respondent "remembers" and event that did not actually occur. 92)
Answer: True False
Explanation:

93) Observational forms and questionnaires require adequate pretesting. 93)

Answer: True False
Explanation:

94) Respondents exhibiting order or position bias tend to check the first or last statement in a list. 94)
Answer: True False
Explanation:

95) A standardized questionnaire or form will ensure comparability of the data, increase speed and 95)
accuracy of recording, and facilitate data processing.
Answer: True False
Explanation:

96) Choosing question structure is probably the most difficult task in developing a questionnaire. 96)
Answer: True False
Explanation:

97) To control for order bias, several forms of the questionnaire should be prepared with the order in 97)
which alternatives are listed varied from form to form.
Answer: True False
Explanation:

98) Forms for recording observational data are more difficult to construct than questionnaires. 98)
Answer: True False
Explanation:

99) Free-response questions are good as first questions on a topic. 99)

Answer: True False
Explanation:

100) The researcher can manipulate the context in which the questions are asked so that the questions 100)
seem appropriate.
Answer: True False
Explanation:

17
 101) Respondents for the pretest and for the actual survey should not be drawn from the same 101)
population.
Answer: True False
Explanation:

102) Respondents do not answer questions on which they are not informed. 102)
Answer: True False
Explanation:

103) An alternative that is not explicitly expressed in the options is an explicit alternative. 103)
Answer: True False
Explanation:

104) Mentioning the sponsor of a project in the question might bias the respondent towards the sponsor. 104)
Answer: True False
Explanation:

105) Omission, telescoping, and creation are errors that may occur if the respondent has a problem 105)
remembering the information asked in the questionnaire.
Answer: True False
Explanation:

106) Sensitive topics should be placed at the beginning of the questionnaire to get the difficult questions 106)
over with.
Answer: True False
Explanation:

107) Research indicates that questions that rely on unaided recall can underestimate the actual 107)
occurrence of an event.
Answer: True False
Explanation:

ESSAY. Write your answer in the space provided or on a separate sheet of paper.

108) What criteria should the researcher use when deciding whether to use a neutral alternative with dichotomous
questions?
Answer: If a neutral alternative is not included, respondents are forced to choose between "yes" and "no" even if
they feel indifferent. On the other hand, if a neutral alternative is included, respondents can avoid taking
a position on the issue, thereby biasing the results. The following guidelines are offered: If a substantial
proportion of the respondents can be expected to be neutral, include a neutral alternative. If the
proportion of neutral respondents is expected to be small, avoid the neutral alternative.

18
109) What techniques can the researcher use when trying to overcome a respondent's inability to answer?
Answer: · To determine if respondents are informed, filter questions should be used to measure familiarity,
product use, and past experience. The filter questions should be asked before questions about the topics
themselves. A "don't know" option reduces uninformed responses without reducing overall response rate
for questions. Hence, this option should be provided when the researcher expects that respondents may
not be adequately informed about the subject of the question.
· To help the respondent remember, researchers should provide respondents with aids such as
pictures, maps, and descriptions to help them articulate their responses.
· To help the respondent articulate responses, the researcher should provide the respondent various
alternative descriptions of the area of interest so that the respondent could pick out the one they like best.

110) If a researcher were trying to overcome the unwillingness of respondents to answer by considering the effort
required of the respondents, what might he/she do to make the respondent more willing to respond? Develop
an example question (showing the incorrect and correct way to best overcome the respondents unwillingness to
answer) to clarify your response.
Answer: The researcher should minimize the effort required by providing lists of options for respondents to check
off instead of asking respondents to provide their own list. (The student should provide his/her own
supporting example like the department store example given in Chapter 10.)

111) Pretesting refers to the testing of the questionnaire on a small sample of respondents to identify and eliminate
potential problems. Discuss what the researcher expects to gain from pretesting the questionnaire.
Answer: All aspects of the questionnaire should be tested. Subsequent pretests done after changes are made from
an initial pretest should reveal problems peculiar to the interviewing method. The project director, the
researcher who developed the questionnaire, and other key members of the research team should
conduct some pretest interviews to gain a feel for potential problems and the nature of expected data.
Experienced interviewers can easily perceive uneasiness, confusion, and resistance in the respondents.
New interviewers can help the researcher identify interviewer-related problems. Analysis of pretest
responses can serve as a check on the adequacy of the problem definition and the data and the analysis
required to obtain the necessary information. Analysis of pretest data helps to ensure that all data
collected will be utilized and that the questionnaire will obtain all the necessary data.

19
112) Discuss at least three things that the researcher who is developing a questionnaire can do to increase the
willingness of the respondent to answer.
Answer: Using the following techniques may encourage respondents to provide information that they are
unwilling to give:
· Place sensitive topics at the end of the questionnaire. By then, initial mistrust has been overcome,
rapport has been created, legitimacy of the project has been established, and respondents are more
willing to give information.
· Preface the question with a statement that the behavior of interest is common. For example, before
requesting information on credit card debt, say, "Recent studies show that most Americans are in debt."
This technique is called the use of counter-biasing statements.
· Ask the question using the third-person technique; phrase the question as if it referred to other
people.
· Hide the question in a group of other questions that respondents are willing to answer. The entire list
of questions can then be asked quickly.
· Provide response categories rather than asking for specific figures. Do not ask, "What is your
household's annual income?" Instead, ask the respondent to check the appropriate income category:
under $25,000, $25,001-$50,000, $50,001-$75,000, or over $75,000. In personal interviews, give the
respondents cards that list the numbered choices. The respondents then indicate their responses by
number.
· Use randomized techniques. In these techniques, respondents are presented with two questions, one
sensitive and the other a neutral question with a known probability of a "yes" response (e.g., "Is your
birthday in March?") They are asked to select one question randomly, for example by flipping a coin. The
respondent then answers the selected question "yes" or "no," without telling the researcher which
question is being answered. Given the overall probability of a "yes" response, the probability of selecting
the sensitive question, and the probability of a "yes" response to the neutral question, the researcher can
determine the probability of a "yes" response to the sensitive question using the law of probability.
However, the researcher cannot determine which respondents have answered "yes" to the sensitive
question.

113) What are the guidelines for the placement of branching questions?
Answer: Placement of branching questions is important and the following guidelines should be followed: (1) the
question being branched (the one to which the respondent is being directed) should be placed as close as
possible to the question causing the branching, and (2) the branching questions should be ordered so that
the respondents cannot anticipate what additional information will be required. Otherwise, the
respondents may discover that they can avoid detailed questions by giving certain answers to branching
questions.

20
Answer Key
Testname: C10

1) A
2) C
3) A
4) A
5) C
6) B
7) D
8) D
9) C
10) A
11) D
12) A
13) D
14) D
15) A
16) B
17) D
18) C
19) B
20) A
21) C
22) A
23) A
24) D
25) D
26) D
27) D
28) B
29) B
30) A
31) C
32) D
33) C
34) D
35) C
36) C
37) A
38) B
39) A
40) D
41) D
42) D
43) D
44) A
45) C
46) A
47) B
48) B
49) B
50) C
21
Answer Key
Testname: C10

51) A
52) D
53) C
54) A
55) TRUE
56) FALSE
57) FALSE
58) TRUE
59) TRUE
60) FALSE
61) TRUE
62) FALSE
63) FALSE
64) TRUE
65) FALSE
66) TRUE
67) FALSE
68) TRUE
69) TRUE
70) TRUE
71) TRUE
72) FALSE
73) TRUE
74) TRUE
75) FALSE
76) FALSE
77) TRUE
78) TRUE
79) FALSE
80) TRUE
81) TRUE
82) FALSE
83) TRUE
84) TRUE
85) FALSE
86) FALSE
87) FALSE
88) FALSE
89) FALSE
90) TRUE
91) TRUE
92) FALSE
93) TRUE
94) TRUE
95) TRUE
96) FALSE
97) TRUE
98) FALSE
99) TRUE
100) TRUE
22
Answer Key
Testname: C10

101) FALSE
102) FALSE
103) FALSE
104) TRUE
105) TRUE
106) FALSE
107) TRUE
108) If a neutral alternative is not included, respondents are forced to choose between "yes" and "no" even if they feel
indifferent. On the other hand, if a neutral alternative is included, respondents can avoid taking a position on the issue,
thereby biasing the results. The following guidelines are offered: If a substantial proportion of the respondents can be
expected to be neutral, include a neutral alternative. If the proportion of neutral respondents is expected to be small,
avoid the neutral alternative.
109) · To determine if respondents are informed, filter questions should be used to measure familiarity, product use, and
past experience. The filter questions should be asked before questions about the topics themselves. A "don't know"
option reduces uninformed responses without reducing overall response rate for questions. Hence, this option should
be provided when the researcher expects that respondents may not be adequately informed about the subject of the
question.
· To help the respondent remember, researchers should provide respondents with aids such as pictures, maps, and
descriptions to help them articulate their responses.
· To help the respondent articulate responses, the researcher should provide the respondent various alternative
descriptions of the area of interest so that the respondent could pick out the one they like best.
110) The researcher should minimize the effort required by providing lists of options for respondents to check off instead of
asking respondents to provide their own list. (The student should provide his/her own supporting example like the
department store example given in Chapter 10.)
111) All aspects of the questionnaire should be tested. Subsequent pretests done after changes are made from an initial
pretest should reveal problems peculiar to the interviewing method. The project director, the researcher who
developed the questionnaire, and other key members of the research team should conduct some pretest interviews to
gain a feel for potential problems and the nature of expected data. Experienced interviewers can easily perceive
uneasiness, confusion, and resistance in the respondents. New interviewers can help the researcher identify
interviewer-related problems. Analysis of pretest responses can serve as a check on the adequacy of the problem
definition and the data and the analysis required to obtain the necessary information. Analysis of pretest data helps to
ensure that all data collected will be utilized and that the questionnaire will obtain all the necessary data.

23
Answer Key
Testname: C10

112) Using the following techniques may encourage respondents to provide information that they are unwilling to give:
· Place sensitive topics at the end of the questionnaire. By then, initial mistrust has been overcome, rapport has been
created, legitimacy of the project has been established, and respondents are more willing to give information.
· Preface the question with a statement that the behavior of interest is common. For example, before requesting
information on credit card debt, say, "Recent studies show that most Americans are in debt." This technique is called
the use of counter-biasing statements.
· Ask the question using the third-person technique; phrase the question as if it referred to other people.
· Hide the question in a group of other questions that respondents are willing to answer. The entire list of questions
can then be asked quickly.
· Provide response categories rather than asking for specific figures. Do not ask, "What is your household's annual
income?" Instead, ask the respondent to check the appropriate income category: under $25,000, $25,001-$50,000,
$50,001-$75,000, or over $75,000. In personal interviews, give the respondents cards that list the numbered choices. The
respondents then indicate their responses by number.
· Use randomized techniques. In these techniques, respondents are presented with two questions, one sensitive and
the other a neutral question with a known probability of a "yes" response (e.g., "Is your birthday in March?") They are
asked to select one question randomly, for example by flipping a coin. The respondent then answers the selected
question "yes" or "no," without telling the researcher which question is being answered. Given the overall probability
of a "yes" response, the probability of selecting the sensitive question, and the probability of a "yes" response to the
neutral question, the researcher can determine the probability of a "yes" response to the sensitive question using the
law of probability. However, the researcher cannot determine which respondents have answered "yes" to the sensitive
question.
113) Placement of branching questions is important and the following guidelines should be followed: (1) the question being
branched (the one to which the respondent is being directed) should be placed as close as possible to the question
causing the branching, and (2) the branching questions should be ordered so that the respondents cannot anticipate
what additional information will be required. Otherwise, the respondents may discover that they can avoid detailed
questions by giving certain answers to branching questions.

24