Marketing Research Exam 2 -- Chapter 8

Front 1

Define Questionnaire.

Back 1

Formal framework consisting of a set of questions/scales designed to gather primary data.

Front 2

Define Questionnaire Construction.

Back 2

Taking a set of question/scale measurements and formating them into a complete questionnaire.

Front 3

Name the 7 Steps in Questionnaire Design.

Back 3

1) Confirm research objectives

2) Select appropriate data collection method

3) Develop questions and scaling

4) Determine layout and evaluate questionnaire

5) Obtain initial client approval

6) Pretest, revise, and finalize questionnaire

7) Implement survey

Front 4

Name the 3 Categories of Questions.

Back 4

1) Unstructured questions

2) Structured questions

3) Bad Questions

Front 5

Define Unstructured Questions.

Back 5

Open-ended questions where respondents answer in their own words.

Front 6

Define Structured Questions.

Back 6

Closed-ended questions where respondents choose their answer from a set of possible responses.

Front 7

Define Sensitive Questions.

Back 7

Questions on sensitive topics that respondents are likely to respond to incorrectly.

Front 8

Define Bad Questions.

Back 8

Any questions that prevents or distorts the communication between the respondent and the researcher.
Unanswerable, leading/loading, double-barrel questions.

Front 9

Define Leading/Loaded Questions.

Back 9

Respondent is directed to a response that would not usually be given if all possible responses were provided.

Front 10

Define Double-Barrel Questions.

Back 10

Asks the respondent to address more that one issue at one time.

Front 11

Define Skip Questions.

Back 11

Used if the next question(s) should be responded to only by respondents who meet a certain requirement.

Front 12

Define Introductory Section.

Back 12

Gives the respondent an overview of the research.

Front 13

Define Screening Questions.

Back 13

Used in most questionnaires to identify qualified respondents and prevent unqualified respondents from being used.

Front 14

Define Research Question Section.

Back 14

Second section of the questionnaire that focuses on the research questions.

Front 15

Define Response Order Bias.

Back 15

Happens when the order of the questions or close ended responses influences the answers given.

Front 16

Name the 6 Guidelines for Evaluating the Adequacy of Questions.

Back 16

1) Use simple words

2) Avoid qualifying phrases

3) Ensure response categories
are mutually exclusive

4) Ensure question and scale statements are meaningful to the respondents

5) Avoid arranging response categories in a manner that may bias responses

6) Do not double-barrel questions or response items

Front 17

Define Cover Letter.

Back 17

Separate written document given to prospective respondents to make them want to complete and turn the questionnaire in.

Front 18

What are the 5 ways that a Cover Letter is used?

Back 18

1) Initial Contacting Device

2) Encourage Participation

3) Provide Study Information

4) Communicate Study’s
Legitimacy

5) Improve Response Rates

Front 19

Define Supervisor Instruction Form.

Back 19

Outline for training people how to do the interviewing process.

Front 20

Define Interviewer Instructions.

Back 20

Used to train interviewers.