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Copyright?2012PearsonEducation,Inc.
AdvertisingResearch:TheoryandPractice,2e(Davis)
Chapter12WritingSurveyQuestions
1)A(n)________questiongivestherespondentapredefinedsetofresponseoptionsfromwhichheorshecanchoose.
A)closed-ended
B)open-ended
Answer:A
PageRef:293
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
2)WhichofthefollowingisNOTanominallevelmeasurement?
A)dichotomousquestions
B)multiplechoicequestions
C)ratingscales
D)checklists
Answer:C
PageRef:293
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
3)Whichtypeofnominalmeasureisusedtoclassifyindividuals,attitudes,orotherresponsesintooneoftwoexhaustive,mutuallyexclusivegroups?
A)dichotomousquestions
B)multiplechoicequestions
C)ratingscales
D)checklists
Answer:A
PageRef:293
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
4)Considerthisquestion:
Didyoulikethepizza?
Yes
No
Whattypeofquestionisthis?
A)dichotomousquestion
B)multiplechoicequestion
C)ratingscale
D)checklist
Answer:A
PageRef:293
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:AnalyticSkills
5)Theresponseoptionstodichotomousquestionsmustalwaysbe"yes"and"no."
Answer:FALSE
PageRef:293
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
6)Thetextdescribesseveraladvantagesofdichotomousquestions.WhichofthefollowingwasNOTmentionedasanadvantageofthistypeofquestion?
A)simpletoanalyze
B)efficientwaytoenactskiplogic
C)simpletoeditandtabulate
D)lesscostlythanothertypesofquestions
Answer:D
PageRef:293-294
Difficulty:Easy
LearningObj.:LO1
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
7)Considerthetwoquestionsshownbelow.
I. Haveyouseenmoreorlessthanthreecommercialsinthepasthour?
II. Howmanycommercialsdidyouseeinthepasthour?
Which,ifany,isthepreferredmethodforcollectinginformationrelatedtocommercialviewing?
A)IispreferredoverII
B)IIispreferredoverI
C)Thequestionsareinterchangeableandeitheronecanbeused;neitherispreferred
Answer:B
PageRef:294
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:AnalyticSkills
8)Considerthisquestion:
Intowhichofthefollowingagegroupsdoyoufall?
Under18
18to49
50to64
65andolder
Whattypeofquestionisthis?
A)dichotomousquestion
B)multiplechoicequestion
C)ratingscale
D)checklist
Answer:B
PageRef:293
Difficulty:Moderate
LearningObj.:LO1
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
9)Whattypeofnominallevelquestionpresentsthreeormoreexclusiveandexhaustivecategoriesofresponse?
A)dichotomousquestion
B)multiplechoicequestion
C)ratingscale
D)checklist
Answer:B
PageRef:293
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
10)Considerthequestionshownbelow.
Howmanypetsdoyouhave?
1to2
3to4
4ormore
Thisquestionis
A)exhaustivebutnotexclusive
B)notexhaustivebutexclusive
C)notexhaustive,notexclusive
D)exhaustiveandexclusive
Answer:C
PageRef:295
Difficulty:Moderate
LearningObj.:LO2
Classification:CriticalThinking
AACSBStandard:AnalyticSkills
11)Considerthequestionshownbelow.
Howmanycomputersdoyouown?
0
1
2
3ormore
Thisquestionis
A)exhaustivebutnotexclusive
B)notexhaustivebutexclusive
C)notexhaustive,notexclusive
D)exhaustiveandexclusive
Answer:D
PageRef:295
Difficulty:Moderate
LearningObj.:LO3
Classification:CriticalThinking
AACSBStandard:AnalyticSkills
12)Whenwritingmultiplechoicequestions,itisimportantthatthequestioneitherbeexhaustiveorexclusive.Itisnotnecessaryforbothcharacteristicstobepresentatthesametime.
Answer:FALSE
PageRef:295
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
13)Considerthequestionshownbelow.
Whichbrandoflaundrydetergentdidyoubuyonyourlastshoppingtrip?
All
Cheer
Tide
Other
Thisquestionis
A)exhaustivebutnotexclusive
B)notexhaustivebutexclusive
C)notexhaustive,notexclusive
D)exhaustiveandexclusive
Answer:A
PageRef:295
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
AACSBStandard:AnalyticSkills
14)Multiplechoicequestionsprovidemuchofthesameflexibilityasopenended-questionsbutwithoutaskingrespondentstoverbalizetheirthoughtsandexpressthemselves.
Answer:TRUE
PageRef:296
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
15)Youareusingamultiplechoicequestiontoidentifywhereanindividuallastorderedatake-outpizza.Itisimportanttoputthelistofpizzacompanynamesin________.
A)randomorder
B)alphabeticalorder
C)orderfromshortesttolongestname
Answer:B
PageRef:296
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
16)Thetextprovidedrecommendationsforthewritingofmultiplechoicequestions.WhichofthefollowingisNOTarecommendationfortheproperwritingofmultiplechoicequestions?
A)keepthenumberofresponseoptionstofiveorless
B)providea"zero"optionwhenaddressingbehaviors
C)keeptheresponsecategoriesbalanced
D)keepthe"typical"behaviorinthecenterofthelistofresponseoptions
Answer:A
PageRef:296
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
17)Dichotomousquestionsshouldbeusedwhen________.
A)thereareonlytwoknownreasonableresponses
B)thefullrangeofreasonableresponsesisknowntobethreeormore
C)thefullrangeofreasonableresponsesisunknown
Answer:A
PageRef:297
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
18)Considerthetwoquestionsshownbelow.
I. Whatisyourhighestlevelofeducation?
Highschoolorless
Somecollegeorbeyond
II. Whatisyourhighestlevelofeducation?
Lessthanhighschool
Highschoolgraduate
Somecollege
Collegedegreeorhigher
Which,ifany,isthepreferredmethodforcollectinginformationrelatedtotherespondent'seducation?
A)IispreferredoverII
B)IIispreferredoverI
C)Thequestionsareinterchangableandeitheronecanbeused;neitherispreferred
Answer:B
PageRef:294
Difficulty:Difficult
LearningObj.:LO2
Classification:Synthesis
AACSBStandard:AnalyticSkills
19)A________combinesaseriesofrelateddichotomousquestionsintoasinglequestion.
A)constantsumquestion
B)multiplechoicequestion
C)ratingscale
D)checklist
Answer:D
PageRef:293
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
20)Thefollowingtwostatementsrefertochecklistquestions.
I. Itimportantforachecklistquestiontoexplicitlyexplainthecriteriaon
whichitemsonthechecklistaretobeselected.
II. Whenwritingachecklistquestion,itisimportanttopointoutthatthe
respondentmustcheckatleastoneoftheitems.
Which,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:A
PageRef:298
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
21)Thinkaboutcreatingachecklistquestiontoassessreactionstoacommercial.Thereareeightitemsonthechecklist:fournegativeandfourpositive.Itisimportantthatallthepositiveitemsbegroupedtogetherandthatallthenegativeitemsbegroupedtogether.
Answer:FALSE
PageRef:298
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
22)Youarecreatingachecklistquestiontoassessreactionstoatestcommercial.Youarereasonablycertainthatrespondentswilllikethecommercial.Asaresult,itisappropriateandacceptabletohavetwiceasmanypositiveasnegativeitemsonthechecklist.
Answer:FALSE
PageRef:298
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
23)________levelquestionsaskrespondentstoorderalistofitemsintermsofaprespecifiedcharacteristic.
A)Nominal
B)Ordinal
C)Interval
D)Ratio
Answer:B
PageRef:299
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
24)A(n)________questioninformsaresearcherastotherelativeorderingofitems,althoughnoinferencesastothedistancesbetweenitemscanbedrawn.
A)Nominal
B)Ordinal
C)Interval
D)Ratio
Answer:B
PageRef:299
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
25)WhichofthefollowingisNOTarequirementfortherespondentinstructionsinarankorderquestion?
A)explicitlystatetherespondent'stask
B)explicitlystatethecharacteristictherankingshouldreflect
C)explicitlystatethemethodthatshouldbeusedtoperformtheranking
D)explainthatoncearankingisrecordeditcannotbechanged
Answer:D
PageRef:300
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
26)________provideinformationontherankorderofitemsandanestimateoftherelativedistancebetweenitems.
A)Classificationquestions
B)Ratingscales
C)Rankorderquestions
D)Checklistquestions
Answer:B
PageRef:300
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
27)Considerthefollowingdirectionsforaratingscale.
I. Howmuchdoyouagreeordisagreethat?
II. Howmuchdoyouagreethat...?
Which,ifany,isthepreferredmethodforthelead-intoaratingscale?
A)IispreferredoverII
B)IIispreferredoverI
C)Thelead-insareinterchangableandeitheronecanbeused;neitherispreferred
Answer:A
PageRef:300
Difficulty:Easy
LearningObj.:LO2
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
28)Thetwostatementsbelowrefertoratingscalequestions.
I. Ratingscalesshouldneverusemorethanfiveresponseoptions.
II. Thelistofresponseoptionsappearingonaratingscalemustalways
bebalanced.
Which,ifany,ofthesestatements,is(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:D
PageRef:301
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
29)Considerthefollowingratingscalequestion:
Howbelievableorunbelievablewasthecommercialyoujustsaw?
Stronglyagree
Slightlyagree
Neitheragreenordisagree
Slightlydisagree
Stronglydisagree
Isthisquestionacceptablywritten?
A)Yes
B)No
Answer:B
PageRef:301
Difficulty:Difficult
LearningObj.:LO2
Classification:Application
30)Thelistofratingscaleresponseoptionsmustalwayscontainaneutraloption,forexample,"neitheragreenordisagree."
Answer:FALSE
PageRef:302
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
31)Considertheresponseoptionsfortheratingscaleshownbelow.
Stronglyagree
Slightlyagree
?
Slightlydisagree
Stronglydisagree
Withwhatshouldthe?bereplaced?
A)"Neitheragreenordisagree"
B)"Noopinion"
C)EitheroptionAoroptionBisacceptable
Answer:A
PageRef:302
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
32)Thequestion"Howmuchdidyoulikethisadvertisementwhencomparedtoothercarads?"providesa________.
A)frameofanalysis
B)frameofreference
C)codefordataanalysis
D)casualreference
Answer:B
PageRef:302
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
33)Asemanticdifferentialquestionasksarespondenttoratemultipleobjectsonasinglefive-pointscale.
Answer:FALSE
PageRef:305
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
34)Questionsonthe________levelmeasureobjects,beliefsandbehaviorsonacontinuumthathasafixed,zeroorigin.
A)interval
B)ratio
C)ordinal
D)nominal
Answer:B
PageRef:305
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:EthicalUnderstandingandReasoningAbilities
35)Aconstantsumquestiontakesmeasurementsonthe________levelofmeasurement.
A)nominal
B)ordinal
C)interval
D)ratio
Answer:D
PageRef:305
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
36)A________questionisaratiomeasurethatrequiresarespondenttodivideapresetquantityamongtwoormoreobjectsorattributesinawaythatreflectstherespondent'srelativepreferenceforeachobject.
A)checklist
B)ratingscale
C)constantsum
D)ranking
Answer:C
PageRef:305
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
37)Theamounttobedividedinaconstantsumquestion________.
A)shouldalwaysbe20timesgreaterthanthenumberofitemslisted
B)shouldalwayshaveavalueof100
C)shouldalwayshaveavalueof25
D)isvariable,butshouldbeeasilydivisiblebythenumberofitems
Answer:D
PageRef:306
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
38)Thequestion:
"Canyoupleasetellmeaboutyourfeelingstowardenvironmentalproductclaims?
PROBEFORDETAIL"
isanacceptablywrittenopen-endedquestion.
Answer:TRUE
PageRef:306
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:AnalyticSkills
39)Allopen-endedquestionsshouldbe________.
A)single-minded
B)lessthan15words
C)writtentoallowlessthanthreelikelyresponses
D)vagueanddiffuseintherequestforinformation
E)writtentoprovidedirectionforthesinglecorrectanswer
Answer:A
PageRef:306
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
40)Thequestion:
"Howmanychildrendoyouhaveandwhataretheirages?
PROBEFORDETAIL"
isanacceptablywrittenquestion.
Answer:FALSE
PageRef:306
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:AnalyticSkills
41)Itisacceptablewhenwritinganopen-endedquestiontoincludeanopinionorpointofview,forexample:"Manypeoplebelievethatsavingforretirementisimportant.Whatisyourpointofview?"
Answer:FALSE
PageRef:307
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
42)Theresponsetoquestionsrequestingpersonalinformationisimprovedwhensuchrequestsare________.
A)placedattheverybeginningofthequestionnaire
B)explainedandjustified
C)writtentocommunicatetheinterviewer'sbias
D)kepttounder10words
E)scatteredthroughoutthequestionnaire
Answer:B
PageRef:308
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
43)Whenwritinganytypeofquestionaskingaboutbehaviorsitisimportanttoprovideareasonabletimeframe.
Answer:TRUE
PageRef:309
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
44)WhichofthefollowingwouldbethebestwaytoaskaboutvisitstoFacebook?
A)HowoftendoyouvisitFacebook?
B)HowoftendidyouvisitFacebookinthelast30days?
C)HowoftendidyouvisitFacebookinthelast7days?
D)HowoftendidyouvisitFacebookyesterday?
Answer:D
PageRef:309
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:AnalyticSkills
45)Whenwritinganytypeofquestion,itisimportanttoavoidresponseoptionssuchas"frequently"or"sometimes."
Answer:TRUE
PageRef:308
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
46)Explaintheconceptsof"mutuallyexhaustive"and"mutuallyexclusive."Provideanexamplethatillustrateseachconcept.
Answer:Answerswillvary,butshouldresemblethefollowing:
Example:
Areyou...
Male
Female
Thequestion'sresponsesareexhaustivebecauseallpossibleanswersareaccountedfor.Thequestion'sresponsesareexclusivebecauseeveryindividualfitsintoone,andonlyone,responsecategory.
PageRef:295
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
AACSBStandard:AnalyticSkills
47)Writetheintroductiontoachecklistquestiondesignedtomeasurereactionstoacommercial.
Answer:Wordingmayvary,butshouldbeofthefollowingform:
Thinkaboutthecomm
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