Marketing Research Test 2 Set 1

Front 1

ensures comparability of the data, increases speed and accuracy of recording, and facilitates data processing.

Back 1

a standardized questionnaire form

Front 2

also called a schedule, interview form, or measuring instrument. It is a formalized set of questions for obtaining information from respondents

Back 2

questionnaire

Front 3

typically a questionnaire is only one element of a data collection package that might also include

Back 3

fieldwork procedures (insrtructions for selecting, approaching and questioning respodnents), some reward, gift or payment offered to respodnents, and communication aids, such as maps, pictures, advertisements, prodcuts, and return envelopes

Front 4

any questionnaire has three specific objectives.

Back 4

First it must translate the information needed into a set of specific questions that respondents can and will answer. Second, a questionnaire must uplift, motivate, and encourage the respondent to become involved in the interview, to cooperate, and to complete the interview. Third, a questionaniare should minimize response error

Front 5

The great weaknesss of questionnaire design is lack of

Back 5

theory.

Front 6

questionnaire design is a skill acquired through experience making it an

Back 6

art not a science.

Front 7

What are the first three steps of questionnaire design?

Back 7

1, specifiy the information needed 2, specify the type of interviewing method 3, determine the content of individual queesitons.

Front 8

What are steps 4 through 6 of the questennaire design

Back 8

4, design the queswtions to overcome the respondents inability and unwillingness to answer 5, decide on the question structure 6, determine the question wording.

Front 9

what are steps 7 through 10 of the questionaire design?

Back 9

7, arrange the questions in proper order 8, identify the form and layout 9, reproduce the questionnaire, and 10 pretest the questionnaire.

Front 10

In personal interviews, respondents see the questionnaire and interact face to face with the interviewer. Thus, ------------ ---------- -----

Back 10

lengthy, complex, and varied questions can be asked.

Front 11

ensures comparability of the data, increases speed and accuracy of recording, and facilitates data processing.

Back 11

a standardized questionnaire form

Front 12

also called a schedule, interview form, or measuring instrument. It is a formalized set of questions for obtaining information from respondents

Back 12

questionnaire

Front 13

typically a questionnaire is only one element of a data collection package that might also include

Back 13

fieldwork procedures (insrtructions for selecting, approaching and questioning respodnents), some reward, gift or payment offered to respodnents, and communication aids, such as maps, pictures, advertisements, prodcuts, and return envelopes

Front 14

any questionnaire has three specific objectives.

Back 14

First it must translate the information needed into a set of specific questions that respondents can and will answer. Second, a questionnaire must uplift, motivate, and encourage the respondent to become involved in the interview, to cooperate, and to complete the interview. Third, a questionaniare should minimize response error

Front 15

The great weaknesss of questionnaire design is lack of

Back 15

theory.

Front 16

in personal interviews, respondents see the questionnaire and interact face to face with the interviewer. Thus, -------,-----,------ can be asked

Back 16

lengthy, complex, and varied qeustions

Front 17

in telephone inverviews, the respondents interact with the interviewer, but they do not see the questionnaire. this limits the type of questions that can be asked to

Back 17

short and simple ones

Front 18

mail questionnaires are self administered, so the questions must be

Back 18

simple and detailed instructions must be provided.

Front 19

in computer assisted invereiwing, complex skip patterns and randomization of questions eliminate

Back 19

order bias

Front 20

email questionaires have to be

Back 20

simpler