Marketing Research Spring Test 3 Set 3

Front 1

the vehicle used to pose the questions that the researcher wants respondents to answer.

Back 1

questionnaire

Front 2

ability of a questions wording or format to influence respondents answers.

Back 2

question bias

Front 3

is worded or structured in such a way as to give the respondent a strong cue or expectation as to how to answer

Back 3

leading question

Front 4

has buried in its wording elements that allude to universal beliefs or rules of behavior. ex. should people be allowed to protect them selves from harm by using mace as self-defense

Back 4

loaded question

Front 5

two different questions posed in one question. were you satisfied with the food and service?

Back 5

double barreled question

Front 6

one that places undue emphasis on some aspect of the topic. uses what might be considered dramatics to describe the topic. ex. how much do you think you would pay for a pair of sunglasses that will protect your eyes from the sun's harmful ultraviolet rays, which are known to cause blindness."

Back 6

over stated question

Front 7

the sequence of statements and questions that make up a questionnaire.

Back 7

questionnaire organization

Front 8

if the introduction is written to accompany a mail survey or online survey, it is normally referred to as a

Back 8

cover letter

Front 9

offers to do something for the respondent in order to increase the probability that the respondent will participate in the survey.

Back 9

incentives

Front 10

an incentive in which the respondent is assured that neither the respondent's name nor any identifying designation will be associated with his or her responses.

Back 10

anonymity

Front 11

the respondents name is known by the researcher but is not divulged to a third party, namely, the client.

Back 11

confidentiality

Front 12

a fifth funtion of the introduction is to qualify prospective respondents by using ----- ------. used to ferret out respondents who do not meet qualifications necessary to take part in the research study.

Back 12

screening questions

Front 13

part of question flow. one whose answer affects which question will be answered next

Back 13

skip questions

Front 14

the placement of numbers on teh question responses to facilitate data entry after the survey has been conducted. associate each possible response with a unique number

Back 14

precoding