Marketing Research Ch 10 Test 2 Set 2

Front 1

it is useful to ask some neutral questions at the beginning of the questionnaire to establish involvement and rapport, particularly when the topic is

Back 1

sensitive or controversial

Front 2

sometimes ----- ------ are asked to disguise the purpose or sponsorship of the project

Back 2

filler questions

Front 3

sometimes ----- ------- are needed to obtain the required information in an unambiguous manner

Back 3

several questions

Front 4

tow or more questions are combined into one

Back 4

double barreled question

Front 5

In situations where not all respondents are likely to be informed about the topic of interest, ----------- --------- that measure familiarity, product use, and past experience should be asked before qeustions about the topics themselves

Back 5

filter questions

Front 6

the inability to recall an even that actually took place

Back 6

omission

Front 7

takes place when an individual telescopes or compresses time by remembering an event as occuring more recently than it actually occurred.

Back 7

telescoping

Front 8

takes place when a respondent remembers an event that did not actually occur

Back 8

creation error

Front 9

questions that do not provide the respondent with cues to the event, and rely on unaided recall, can

Back 9

underestimate the actual occurrence of an event

Front 10

The ------ ------ ------would list a number of soft drink brands and then ask, which of these brands were advertised last night on TV?

Back 10

aided recall approach