The Business Research Process

MULTIPLE CHOICE

1. _____ is the process of developing and deciding among alternative ways of resolving a
problem or choosing from among alternative opportunities.
a. Business
b. Business research
c. Decision making
d. Verification
ANS: C

2. Janna discovers a market segment that is underserved by competitors products. For

Jannas company, this segment represents a:
a. business threat
b. business opportunity
c. backward linkage
d. test market
ANS: B

3. Over the past two years, home values have been decreasing. This is an example of a(n):
a. symptom
b. ambiguous situation
c. descriptive hypothesis
d. causal inference
ANS: A

4. Which of the following means that the decision maker has all information needed to
make an optimal decision?
a. certainty
b. ambiguity
c. concomitant variation
d. non-spurious association
ANS: A

5. In which situation do symptoms exist, but are subtle and few, making problem
identification difficult?
a. problem-focused decision making and conditions of high ambiguity
b. problem-focused decision making and conditions of low ambiguity
c. opportunity-oriented research and conditions of high ambiguity
d. opportunity-oriented research and conditions of low ambiguity
ANS: A

6. All of the following are types of business research EXCEPT:

a. exploratory
b. selective
 c. descriptive
d. causal
ANS: B

7. Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous
situations or discover ideas that may be potential business opportunities. What type of
business research is this?
a. inferential
b. causal
c. descriptive
d. exploratory
ANS: D

8. What type of research is being conducted to answer the question: "What is the average
age of our employees?"
a. exploratory research
b. focus group research
c. descriptive research
d. causal research
ANS: C

9. Which type of business research address who, what, when, where, why, and how
questions?
a. causal research
b. exploratory research
c. descriptive research
d. proscriptive research
ANS: C

10. Which of the following seeks to diagnose reasons for business outcomes and focuses
specifically on the beliefs and feelings respondents have about and toward specific
issues?
a. causal research
b. diagnostic analysis
c. concomitant research
d. test-market
ANS: B

11. Which type of research is being conducted when a researcher conducts an experiment to
answer the question, Will shareholders respond favorable if we increase executive
pay?"
a. causal research
b. exploratory research
c. pilot study research
d. descriptive research
ANS: A
12. A conclusion that when one thing happens, another specific thing will follow is known as
a:
a. diagnostic analysis
b. manipulation
c. causal inference
d. deliverable
ANS: C

13. Juan has noticed that when the temperature rises, sales at his retail clothing store also
rise. This is an example of:
a. concomitant variation
b. nonspurious variation
c. diagnostic variation
d. absolute variation
ANS: A

14. Which of the following should a researcher do in order to infer causality?

a. recognize the presence of alternative plausible explanations for the results
b. establish a sequence of events
c. measure the concomitant variation between the cause and the effect
d. all of the above
ANS: D

15. All of the following are degrees of causality EXCEPT:

a. contributory causality
b. conditional causality
c. absolute causality
d. non-spurious causality
ANS: D

16. Which degree of causality means that the cause is necessary and sufficient to bring about
the effect?
a. first-degree causality
b. absolute causality
c. conditional causality
d. contributory causality
ANS: B

17. Which of the following is the weakest form of causality but is still a useful concept?
a. absolute causality
b. contributory causality
c. conditional causality
d. secondary causality
 ANS: B

18. _____ means that the researcher alters the level of the experimental variable in specific
increments.
a. Causality
b. Testing
c. Analyzing
d. Manipulation
ANS: D

19. Which of the following is the first stage of the business research process?
a. planning a research design
b. defining the research objectives
c. analyzing the data
d. planning a sample
ANS: B

20. The idea that the objectives of a research study will determine the composition of the
sample to be used in the study is an example of:
a. backward linkage
b. concomitant variation
c. forward linkage
d. program strategy
ANS: C

21. What type of research is being conducted to answer the question: "Would this target
market be interested in this type of new product?"
a. causal research
b. exploratory research
c. situation analysis research
d. descriptive research
ANS: B

22. All of the following are examples of exploratory research techniques EXCEPT:
a. previous research
b. pilot studies
c. case studies
d. experimentation
ANS: D

23. Which of the following refers to a small-scale study in which the results are only
preliminary and intended only to assist in design of a subsequent study?
a. pretest
b. focus group
c. primary test
 d. preliminary study
ANS: A

24. Carol was invited to participate in a research study along with ten other employees to
discuss their experiences using the company intranet. The group was asked to discuss
their experiences and were encouraged to feed on each others comments. What is this
type of study called?
a. multivariate research
b. literature review
c. pretest
d. focus group interview
ANS: D

25. The most common way to generate primary data in business research is by means of:
a. experimentation
b. surveys
c. observation
d. focus groups
ANS: B

26. Which of the following is a research technique in which a sample is interviewed in some
form or the behavior of respondents is observed and described in some way?
a. experiment
b. observation study
c. survey
d. personal interview
ANS: C

27. Which of the following is a method of data collection that is used in surveys?
a. telephone
b. mail
c. the Internet
d. all of the above
ANS: D

28. All of the following are examples of an observation study EXCEPT:

a. a mystery shopper pretending to be a customer in a McDonalds outlet
b. a cable laid across the street that records the number of cars that pass a certain
intersection
c. determining how long employees spend taking breaks to smoke cigarettes
d. a consumer responding to a questionnaire about advertising
ANS: D

29. An employee who pretends to be a customer in order to observe the sales behavior of a
clerk at a cosmetics counter in a department store is called a(n):
a. secondary data researcher
 b. mystery shopper
c. pilot researcher
d. undercover researcher
ANS: B

30. Which of the following involves any procedure that draws conclusions based on
measurements of a portion of the entire population?
a. sampling
b. theorizing
c. segmenting
d. causal inference
ANS: A

31. When drivers are unaware that a machine is recording how many cars pass a certain
intersection that is being considered for a site for a new Wendys franchise, this is an
example of a(n):
a. obtrusive method
b. unobtrusive method
c. experiment
d. exploratory research study
ANS: B

32. Evan has completed the fieldwork of collecting data, and now he is checking the data
collection forms for omissions, legibility, and consistency in classification. What is Evan
doing?
a. analyzing the data
b. editing the data
c. coding the data
d. reporting the results
ANS: B

33. The rules for interpreting, categorizing, recording, and transferring the data to the data
storage media are called:
a. edits
b. hypotheses
c. theories
d. codes
ANS: D

34. Which of the following determines the appropriate analytical technique for data
analysis?
a. managements information requirements
b. characteristics of the research design
c. nature of the data gathered
d. all of the above
ANS: D
 35. When the researcher has only one or a small number of research objectives that can be
addressed in a single study, that study is referred to as a:
a. research project
b. research program
c. research assessment
d. research snapshot
ANS: A

36. Managers at Procter & Gamble view marketing research at a strategic planning level.
Therefore, the company conducts numerous related studies that come together to help
in their product planning decisions. This is referred to as a:
a. research project
b. research program
c. research philosophy
d. research integration
ANS: B

Problem Definition: The Foundation of Business Research

MULTIPLE CHOICE

1. A written expression of the key question(s) that a researcher user wishes to answer is
referred to as a:
a. problem definition
b. decision statement
c. research proposal
d. hypothesis
ANS: B

2. When a researcher defines and develops a decision statement and the steps involved in
translating it into more precise research terminology, he or she is involved in what
process?
a. hypotheses development
b. research planning
c. research process
d. problem definition
ANS: D

3. Which of the following make defining problems more difficult?

a. situation is recurring or routine
b. a dramatic change occurs
c. symptoms are scattered
d. symptoms are consistent
ANS: C
4. All of the following are gaps that represent problems EXCEPT:
a. actual business performance is less than possible business performance
b. actual business performance is greater than expected business performance
c. actual business performance is worse than expected business performance
d. expected business performance is greater than possible business performance
ANS: B

5. Which of the following is the FIRST step of the problem definition process?
a. determine the unit of analysis
b. identify the problem
c. identify key symptoms in the situation
d. determine the relevant variables
ANS: C

6. Which of the following is the LAST step of the problem definition process?
a. state the hypotheses and the research questions
b. determine the relevant variables
c. determine the unit of analysis
d. understand the background of the problem
ANS: A

7. All of the following are steps in the problem-definition process EXCEPT:

a. identify key problem(s) from symptoms
b. determine the unit of analysis
c. develop dummy tables
d. determine relevant variables
ANS: C

8. Julius is gathering background information to familiarize himself with his new clients
decision-making environment. He is analyzing marketplace conditions and conducting
interviews with employees of the company. Julius is conducting a:
a. gap analysis
b. pre-research analysis
c. basic analysis
d. situation analysis
ANS: D

9. All of the following are helpful hints that can be useful in the interview process when
attempting to understand the situation EXCEPT:
a. develop hypotheses before conducting interviews
b. develop many alternative decisions and problems
c. think about possible solutions to the problem
d. be open-minded
ANS: A
10. Clint and his fellow researchers are asking managers and line workers multiple what,
where, who, when, why, and how questions to get a better understanding of their
clients business decision-making situation. Asking these types of questions is
representative of which type of technique?
a. peeling techniques
b. iceberg technique
c. 80/20 techniques
d. interrogative techniques
ANS: D

11. An interview technique that tries to draw deeper and more elaborate explanations from
the discussion is called:
a. probing
b. peeling
c. immersion
d. ethnography
ANS: A

12. Which of the following is the most important question a researcher can ask when using a
probing technique?
a. How does that make you feel?
b. Why do you think that is so?
c. What has changed?
d. What does _____ make you think of?
ANS: C

13. Which of the following essentially answers the question, What information is needed to
address this situation?
a. dependent variable
b. independent variable
c. research objectives
d. research design
ANS: C

14. When a researcher determines what or who should provide the data and at what level of
aggregation, he or she is determining the:
a. hypotheses
b. research questions
c. analysis technique
d. unit of analysis
ANS: D

15. Which of the following is a possible unit of analysis in a research study?

a. an employee
b. a sales region
c. a zip code area
 d. all of the above
ANS: D

16. In research, anything that varies or changes from one instance to another is called a:
a. variable
b. constant
c. category
d. classification
ANS: A

17. Something that does not change from one instance to another is called a:
a. hypothesis
b. constant
c. variable
d. category
ANS: B

18. All of the following are types of variables EXCEPT:

a. continuous
b. categorical
c. constant
d. dependent
ANS: C

19. A variable that can take on a range of values that correspond to some quantitative
amount is called a:
a. categorical variable
b. continuous variable
c. classificatory variable
d. independent variable
ANS: B

20. What type of variable is "gender?

a. continuous variable
b. primary variable
c. dependent variable
d. categorical variable
ANS: D

21. What type of variable is "dollar sales volume"?

a. continuous variable
b. independent variable
c. categorical variable
d. classificatory variable
ANS: A
22. In the statement: "Years of sales experience is an important variable in predicting unit
sales performance," what type of variable is "years of experience"?
a. dependent variable
b. independent variable
c. Categorical variable.
d. classificatory variable
ANS: B

23. In the statement: "Years of sales experience is an important predictor of dollar sales
performance," what type of variable is "dollar sales performance"?
a. dependent variable
b. categorical variable
c. classificatory variable
d. independent variable
ANS: A

24. Which of the following expresses the research objectives in terms of questions that can
be addressed by research?
a. situation analysis
b. dependent variable
c. research question
d. independent variable
ANS: C

25. A statement such as: "If we increase price five percent, sales will likely drop eight
percent or more," is an example of a:
a. hypothesis
b. dependent variable
c. problem definition
d. research objective
ANS: A

26. A statement such as: "If our new soft drink reaches a local market share of one percent
after nine months of test marketing the product in St. Louis, we will launch the product
nationally," is an example of a:
a. hypothesis
b. situation analysis
c. managerial action standard
d. problem definition
ANS: C

27. A written statement of the research design is called a:

a. research hypothesis
b. research proposal
c. research question
d. research summary
 ANS: B

28. Sharon is a management professor who received a grant from the American
Management Association to study how employees make decisions in cross-functional
groups. Sharons research is:
a. applied business research
b. dependent business research
c. funded business research
d. analytical business research
ANS: C

29. Tables placed in a research proposal that are exact representations of the actual tables
that will show results in the final report but contain hypothetical results are called:
a. dummy tables
b. surrogate tables
c. interim tables
d. placeholder tables
ANS: A

Qualitative Research Tools

MULTIPLE CHOICE

1. Kodetra works at a large consumer-packaged goods company and is interpreting

consumers blog postings on the Internet, paying special attention to comments about
her company. Which of the following best describes the type of research Kodetra is
conducting?
a. independent research
b. dependent research
c. quantitative research
d. qualitative research
ANS: D

2. All of the following are situations that often call for qualitative research EXCEPT:
a. when it is difficult to develop specific and actionable decision statements or
research objectives
b. when conclusive evidence is desired
c. when researchers want to learn how consumers use a product in natural settings
d. when a fresh approach to studying some problem is needed
ANS: B

3. Research that addresses research objectives through empirical assessments that involve
numerical measurement and analysis approaches is called:
a. quantitative research
b. qualitative research
c. extensive research
 d. grounded research
ANS: A

4. Researcher-dependent results are:

a. subjective
b. objective
c. primary
d. secondary
ANS: A

5. Research that is conducted to clarify the nature of a research problem is called _____
research.
a. exploratory
b. judgmental
c. descriptive
d. convenience
ANS: A

6. Which type of data are not characterized by numbers and instead are textual, visual, or
oral?
a. grounded data
b. quantitative data
c. subjective data
d. qualitative data
ANS: D

7. All of the following are qualitative research orientations EXCEPT:

a. phenomenology
b. grounded theory
c. case studies
d. ANOVA
ANS: D

8. Which qualitative research orientation originated in philosophy and psychology?

a. phenomenology
b. grounded theory
c. ethnography
d. anthropology
ANS: A

9. Which qualitative research orientation originated in sociology?

a. phenomenology
b. grounded theory
c. ethnography
d. case studies
ANS: B
10. Ethnography is a qualitative research orientation originating in:
a. marketing
b. psychology
c. anthropology
d. sociology
ANS: C

11. Owen is a researcher who studies human experiences based on the idea that it is
inherently subjective and determined by the context in which people live. He focuses on
how a persons behavior is shaped by the relationship he or she has with the physical
environment, objects, people, and situation. Which qualitative research orientation is
Owen using?
a. grounded theory
b. phenomenology
c. ethnography
d. case study
ANS: B

12. Which of the following is an approach to understanding phenomenology that relies on

analysis of texts through which a person tells a story about him- or herself?
a. hermeneutics
b. ethnography
c. psychographics
d. psychodynamics
ANS: A

13. Cindy is an ethnographer who is trying to better understand how mothers take care of
toddlers. Being a mother herself, she was able to join a mothers group and spent
considerable time immersed within that culture. From this immersion, she is able to
draw data from her observations. Cindy is referred to as a(n):
a. interloper
b. participant-observer
c. moderator
d. mystery shopper
ANS: B

14. Which qualitative research orientation extracts a theory from whatever emerges from an
area of inquiry?
a. phenomenology
b. ethnography
c. grounded theory
d. case study
ANS: C
15. When Schwinn studies its most successful retailer in depth in order to determine some
better ideas for displaying bicycles in its retail stores, this is an example of:
a. an experiment
b. a test market
c. a case study
d. causal research
ANS: C

16. In case studies, _____ are identified by the frequency with which the same term (or a
synonym) arises in the narrative description.
a. themes
b. threats
c. links
d. ladders
ANS: A

17. Betsy and six other women are participating in a research study that is an unstructured,
free-flowing interview. The researcher asked the group their feelings about hair care
products in general and asked them to discuss them freely. Betsy is participating is a:
a. case study
b. grounded research study
c. depth interview
d. focus group interview

ANS: D

18. Which of the following is an advantage of focus group interviews?

a. provide multiple perspectives
b. low degree of scrutiny
c. inexpensive
d. easy to use for sensitive topics
ANS: A

19. In a focus group discussion, when the comments of one member triggers a stream of
comments from the other participants, this is called:
a. serendipity
b. piggyback
c. structure
d. all of the above
ANS: B

20. Which of the following is the ideal size of a focus group?

a. 1-2 participants
b. 3-5 participants
c. 6-10 participants
 d. 12-20 participants
ANS: C

21. Which of the following is a good characteristic for a focus group moderator to possess?
a. good listener
b. ability to make people feel comfortable so that they will talk in the group
c. ability to control discussion without being overbearing
d. all of the above
ANS: D

22. The written set of guidelines that describes an outline of topics to be covered by a focus
group moderator is called a:
a. discussion guide
b. TAT test
c. concept test
d. case study
ANS: A

23. Which of the following is a disadvantage of focus groups?

a. requires objective, sensitive, and effective moderators
b. may not be useful for discussing sensitive topics
c. high cost
d. all of the above
ANS: D

24. When a professional interviewer holds a 90-minute discussion with one employee to find
out why he or she has stayed with a company for more than ten years, this is an example
of a:
a. depth interview
b. concept test
c. focus interview
d. hermeneutic analysis
ANS: A

25. Which of the following is a particular approach to probing that asks respondents to
compare differences between brands at different levels?
a. interrogating
b. immersion
c. linking
d. laddering
ANS: D
26. Hank is a researcher who is discussing football fan behavior with a respondent. His
approach is almost completely unstructured, and he enters into a discussion with few
expectations. What he wants is for a respondent to tell him about his or her experience
as a football fan. Hank will then try to derive meaning from the resulting dialog. Which
qualitative research technique is Hank using?
a. conversation
b. focus group
c. depth interview
d. case study
ANS: A

27. All of the following are advantages of semi-structured interviews EXCEPT:

a. ability to address more specific issues
b. responses are usually easier to interpret than other qualitative approaches
c. questions are administered without the presence of an interviewer
d. high degree of scrutiny
ANS: D

28. When the respondent is presented with: People who watch football on television are
_____, and asked to fill in the blank, this is an example of a:
a. word association test
b. concept test
c. case study
d. sentence completion test
ANS: D

29. _____ are the researchers descriptions of what actually happens in the field and are the
text from which meaning is extracted.
a. Hermeneutics
b. Field notes
c. Discussion guides
d. Verbatims
ANS: B

30. Stephanie was asked to look at a picture of a woman sitting on a deserted beach and to
describe what was happening in the picture. She was then asked to tell what might
happen next. Stephanie was participating in a(n):
a. aptitude test
b. focus interview
c. thematic apperception test
d. focus blog
ANS: C

31. When a respondent is asked to project her feelings onto a third party (e.g. your
neighbor down the street), this is called a(n):
a. case study
 b. experience survey
c. word association test
d. projective technique
ANS: D

32. Which of the following means the same conclusion would be reached based on another
researchers interpretation of the research?
a. validity
b. replication
c. homogeneity
d. scrutiny
ANS: B

Secondary Data Research in a Digital Age

MULTIPLE CHOICE

1. Obtaining secondary data is typically _____ and _____ expensive than obtaining primary
data.
a. faster; more
b. slower; more
c. faster; less
d. slower; less
ANS: C

2. A researcher who is interested in new car sales but who discovers that the secondary data
are in the form of statistics that include both car and light truck sales combined in the data
has discovered that the data fail to meet which criterion?
a. Are the data in the correct unit of measurement?
b. Do the data apply to the time period of interest?
c. Are the data supplied by a reputable source?
d. Do the data show evidence of reliability and validity?
ANS: A

3. All of the following are common reasons why secondary data do not adequately satisfy
research needs EXCEPT:
a. outdated information
b. too expensive
c. variation in definition of terms
d. different units of measurement
ANS: B

4. Which of the following is a disadvantage of secondary data?

a. user has no control over their reliability and validity
b. inability to convert the data
c. typically require additional access to research respondents
 d. all of the above
ANS: A

5. Shawn is interested in average monthly sales for automobiles in Memphis, TN. He found
information on the Internet that gives annual automobile sales by cities, so he took the
annual sales for Memphis and divided it by twelve to get a monthly average for that city.
This is an example of:
a. data mining
b. data division
c. data conversion
d. data validation
ANS: C

6. What is it called when a researcher compares secondary data from one source with data
from another?
a. data conversion
b. cross-check
c. data mining
d. data enhancement
ANS: B

7. Purchasing data from a company such as NPD Group, Inc. on consumption of frozen pizza
in the U.S. is an example of which objective for secondary data analysis?
a. model building
b. database marketing
c. data mining
d. fact-finding
ANS: D

8. Tracking monthly sales trends over the past year is an example of which objective for
secondary data analysis?
a. model building
b. fact-finding
c. database marketing
d. environmental scanning
ANS: B

9. The observation and analysis of trends in industry volume and brand share over time is
called:
a. market tracking
b. model building
c. data mining
d. database marketing
ANS: A
10. When a manager reads publications like The Wall Street Journal and Business Week to try
to determine changes in competitive behavior, this is a form of:
a. environmental scanning
b. model building
c. database marketing
d. data mining
ANS: A

11. Lance has noticed that companies that advertise a lot seem to have higher sales than those
that do not. His use of secondary data to help specify this relationship is an example of:
a. data conversion
b. validation
c. reliability
d. model building
ANS: D

12. Every year, Westview Marble goes through the process of estimating sales for the
upcoming year by looking at the companys previous years sales and market sales along
with economic trends and predictions by experts. This process of predicting sales totals
over a specific time period is called:
a. model building
b. trend analysis
c. sales forecasting
d. market potential estimation
ANS: C

13. Kyle is conducting a sales forecast by adding up his companys sales over the past five years
and then dividing that by five (the number of years). The forecasting technique he is using
is called:
a. moving average forecasting
b. dynamic forecasting
c. static forecasting
d. indexing
ANS: A

14. When Subway Sandwiches uses secondary data to determine the best location for its
franchise outlets, this is an example of:
a. site analysis
b. model building
c. database marketing
d. market tracking
ANS: A

15. Which of the following is a calculation that describes the relationship between retail
demand and supply?
a. index of retail sales
 b. index of retail utilization
c. index of retail saturation
d. index of retail sites
ANS: C

16. If the population of a city is 230,000 and its annual per person expenditure on athletic
shoes is $45, if there are 64,688 square feet of retail space used to sell athletic shoes in
this city, its index of retail saturation is:
a. 3.56
b. 12.65
c. 159.99
d. 330.06
ANS: C

17. Bath and Body Works is a retail chain of bath and home fragrance products. Before
entering a new geographic area, the company develops an index consisting of a ratio of
local market potential in dollars (demand) to local market retailing space in square feet. If
this ratio is below a predetermined level, the site is not considered further. However, if
this ratio is greater than that level, further site-selection analyses are performed. This
index is called:
a. index of retailers
b. index of retail utilization
c. index of retail sales
d. index of retail saturation
ANS: D

18. Many companies use powerful computers to dig through volumes of data to discover
patterns about their customers and products. This activity is called:
a. data mining
b. data digging
c. surging
d. neural networking
ANS: A

19. Which of the following is a form of artificial intelligence in which a computer is

programmed to mimic the way that human brains process information?
a. brain scan
b. neural network
c. schematic network
d. intelligent network
ANS: B

20. Many retailers mine the databases provided by checkout scanners to identify coinciding
purchases or relationships between products purchased and other retail shopping
information. This type of analysis is referred to as:
a. neural networking
 b. scan downs
c. database marketing
d. market-basket analysis
ANS: D

21. Which of the following involves mining data to look for patterns identifying who is likely to
be a valuable customer?
a. customer discovery
b. data dissection
c. data profiling
d. customer cloning
ANS: A

22. When a credit card company uses information about each customer's age, gender, income,
and past credit history to find patterns that make customers a poor credit risk, this is an
example of:
a. single-source data
b. data conversion
c. customer discovery
d. index of customer saturation
ANS: C

23. The practice of using databases to promote one-to-one relationships with customers and
create precisely targeted promotions is called:
a. zoned marketing
b. target marketing
c. database marketing
d. electronic marketing
ANS: C

24. All of the following are examples of internal secondary data EXCEPT:
a. sales invoices
b. the Internet
c. inventory levels
d. back orders
ANS: B

25. Secondary data that originate inside the organization are called:
a. first order data
b. internal and proprietary data
c. exclusive data
d. internal and valid data
ANS: B

26. All of the following are producers of external secondary data EXCEPT:
a. libraries
 b. trade associations
c. government
d. media
ANS: A

27. Which of the following data can be purchased from commercial sources?
a. demographic and census updates
b. market-share data
c. consumer attitudes and public opinions
d. all of the above
ANS: D

28. Buying new-car purchase data by zip code from the Polk Company is an example of which
type of secondary data?
a. media source
b. commercial source
c. trade association source
d. primary source
ANS: B

29. Asking a group of households to record their consumption of certain products over a two-
year period is an example of:
a. model building
b. database marketing
c. data conversion
d. diary panel data
ANS: D

30. What term is used by the research industry to refer to diverse types of data offered by a
single company?
a. primary data
b. single-source data
c. compound data
d. integrated data
ANS: B

Survey Research: An Overview

MULTIPLE CHOICE
1. The people who answer survey questions are referred to as:
a. researchers
b. clients
c. respondents
d. users
ANS: C
2. A survey can collect information using which of the following techniques?
a. telephone
b. face-to-face interviews
c. mail
d. all of the above
ANS: D

3. Which of the following can be the target of survey research techniques?

a. wholesalers
b. employees
c. consumers
d. all of the above
ANS: D

4. All of the following are advantages of survey research EXCEPT:

a. inexpensive
b. random
c. efficient
d. accurate
ANS: B

5. When a research study is not conducted according to the plan in the proposal for the
research study, what kind of error has occurred?
a. random sampling error
b. systematic error
c. respondent error
d. implementation error
ANS: B

6. Systematic errors are also called:

a. random sampling error
b. interviewer error
c. nonresponse error
d. Non-sampling errors
ANS: D

7. Systematic error is divided into which two general categories?

a. respondent error and administrative error
b. random sampling error and administrative error
c. response bias and interview error
d. primary error and secondary error
ANS: A

8. People who are not contacted or who refuse to cooperate are called:
a. random errors
b. biased respondents
 c. sample selection errors
d. nonrespondents
ANS: D

9. Barbara received a phone call asking her to participate in a survey. She told the interviewer
that she was too busy and could not participate. This is an example of:
a. random sampling error
b. administrative error
c. nonresponse error
d. interviewer error
ANS: C

10. People who are unwilling to participate in a research project are referred to as:
a. refusals
b. deviations
c. no contacts
d. random errors
ANS: A

11. In a research study, a potential respondent who is not at home at either the first or second
attempt to reach this person by phone is called a(n):
a. sample bias
b. no contact
c. interviewee
d. random sampling error
ANS: B

12. When a hotel customer decides to fill out a customer satisfaction survey to complain about
having to wait an hour for room service to deliver his dinner, this is an example of:
a. random sampling error
b. self-selection bias
c. auspices bias
d. social desirability bias
ANS: B

13. Which of the following occurs when respondents tend to answer questions with a certain
slant?
a. interviewer bias
b. self-selection bias
c. self-preservation bias
d. response bias
ANS: D

14. When a respondent tells an interviewer that his annual income last year was $50,000
(because he is embarrassed to admit that it was $25,000), this is an example of:
a. nonresponse error
 b. auspices bias
c. interviewer cheating
d. deliberate falsification
ANS: D

15. The tendency for respondents to agree with most questions in a survey is known as:
a. auspices bias
b. interviewer bias
c. extremity bias
d. acquiescence bias
ANS: D

16. When a respondent tells the interviewer that he reads The Wall Street Journal on a daily
basis so that he can impress the interviewer, this is an example of:
a. interviewer bias
b. auspices bias
c. administrative bias
d. acquiescence bias
ANS: A

17. Which type of bias occurs when a respondent wishes to create a favorable impression or
save face in the presence of an interviewer?
a. random sampling bias
b. social desirability bias
c. administrative bias
d. interviewer cheating
ANS: B

18. When a research company pulls a random sample of people from a phone book and that
sample does not include people with unlisted numbers or who do not have landline
telephone service, we say that the sample contains:
a. sample selection error
b. acquiescence bias
c. social desirability error
d. auspices bias
ANS: A

19. When an interviewer unintentionally and mistakenly checks the wrong response on a
checklist during an interview, this is an example of:
a. interviewer cheating
b. auspices bias
c. interviewer error
d. social desirability bias
ANS: C
20. When an interviewer fails to write the respondent's answer to a question verbatim
because the respondent talks faster than the interviewer can write, this is an example of:
a. acquiescence error
b. interviewer error
c. auspices bias
d. interviewer cheating
ANS: B

21. Surveys are classified based on all of the following EXCEPT:

a. number of questions
b. method of communication
c. degrees of structure and disguise in the questionnaire
d. time frame in which the data are gathered
ANS: A

22. When an interviewer asks the respondent to state which of six salary categories represents
his gross income the previous year, this is an example of a(n):
a. unstructured question
b. social desirability question
c. structured question
d. disguised question
ANS: C

23. When an interviewer asks a respondent: "Why do you shop at Macy's department store?",
this is an example of a(n)
a. structured question
b. disguised question
c. unstructured question
d. curb-stone question
NS: C

24. Data collected at a single point in time represent a:

a. longitudinal study
b. point study
c. static study
d. cross-sectional study
ANS: D

25. Lori is participating in a research study in which she completes a questionnaire every year.
She has been doing this for the past five years, and the purpose of the research is to study
how consumers attitudes and preferences toward various food products change as they
age. This type of study in which respondents are questioned at multiple points in time is
called a:
a. cross-sectional study
b. longitudinal study
c. permanent study
 d. structured study
ANS: B

26. Longitudinal studies that survey several different samples at different times are called:
a. cohort studies
b. structured studies
c. segmented studies
d. linked studies
ANS: A

27. One research firm uses successive samples the week following the Super Bowl each year
to compare trends and identify changes in consumers awareness of and attitudes towards
Super Bowl advertising. This type of longitudinal study is called a:
a. consumer panel
b. progressive study
c. subsequent study
d. tracking study
ANS: D

28. Which of the following is a type of longitudinal study that gathers data from the same
sample of individuals or households that record their purchases over time?
a. cross-sectional
b. cohort
c. consumer panel
d. tracking study
ANS: C

29. Which of the following is a business strategy that emphasizes market-driven quality as a
top priority?
a. inside-out management
b. outside-in management
c. total quality management
d. benchmark management
ANS: C

30. What is the first stage of the total quality management process?
a. benchmarking stage
b. continuous quality improvement stage
c. initial quality improvement stage
d. commitment and exploration stage
ANS: D

31. All of the following are stages in the total quality management process EXCEPT:
a. benchmarking stage
b. testing and revising stage
c. continuous quality improvement stage
 d. commitment and exploration stage
ANS: B

32. In which stage of the total quality management process does research establish
quantitative measures that can serve as points of comparison against which to evaluate
future efforts?
a. exploration stage
b. initial quality improvement stage
c. benchmarking stage
d. continuous quality improvement stage
ANS: C

33. Which dimension of quality is being studied for a Honda lawnmower when customers are
asked to rate its ability to start on the first or second try?
a. aesthetic design
b. reliability
c. serviceability
d. competence
ANS: B

34. Which dimension of quality is being studied for a Harley motorcycle when a survey asks
them to record the number of years that they have owned that particular Harley?
a. serviceability
b. durability
c. reliability
d. features
ANS: B

Survey Research: Communicating with Respondents

MULTIPLE CHOICE

1. Priya received a research questionnaire in the mail. She completed it and sent it back to
the researcher. Which type of survey approach is this researcher using?
a. mixed-mode survey approach
b. simple survey approach
c. noninteractive survey approach
d. interactive survey approach
ANS: C

2. A personal interview may be conducted in which of the following locations?

a. respondent's home
b. shopping malls
c. telephone
d. all of the above
ANS: D
3. "Can you tell me more about what you mean by that?" is an example of:
a. a mall intercept
b. a self-administered questionnaire
c. a probe
d. the drop-off method
ANS: C

4. All of the following are advantages of personal interviews EXCEPT:

a. interviewer influence
b. opportunity for feedback
c. probing complex answers
d. high participation rate
ANS: A

5. Interviews with respondents that take place in shopping malls are called:
a. pretesting
b. mall intercept interviews
c. the drop-off method of surveys
d. mixed-mode surveys
ANS: B

6. Which of the following has been considered the mainstay of commercial survey research
for years?
a. mall-intercept interviews
b. Internet surveys
c. telephone interviews
d. e-mail surveys
ANS: C

7. Which of the following is FALSE regarding mobile phone interviews?

a. Phones have varying abilities for automated responses and differing keypads.
b. Area codes for mobile phones are not necessarily tied to geography.
c. Telemarketing calls can be directed toward mobile phone numbers in the United
States, but it is illegal to do so in Europe.
d. The recipient of a mobile phone call is even more distracted than the recipient of a
home or office call.
ANS: C

8. For which of the following phone survey situations should a callback procedure be used?
a. a busy signal
b. a respondent who does not answer the phone
c. a respondent who is not at home
d. all of the above
ANS: D
 9. When a research agency conducts all telephone interviews from one location where they
can hire a staff of professional interviewers and supervise and control the quality of
interviewing more effectively, this is an example of:
a. central location interviewing
b. single-mode interviewing
c. synergistic interviewing
d. quick-response interviewing
ANS: A

10. Call Interactive, Inc. is a telephone survey research firm. Telephone interviewers sit at
computer monitors that display the questions one question at a time along with precoded
possible responses for each question. The interviewer reads the question, and when the
respondent answers, the interviewer enters his or her answers directly into the computer.
This is an example of:
a. voice-activated telephone interviewing
b. computer-assisted telephone interviewing
c. random digit dialing
d. noninteractive interviewing
ANS: B

11. Surveys in which the respondent takes the responsibility for reading and answering
questions are called:
a. self-administered questionnaires
b. independent questionnaires
c. stand-alone surveys
d. interactive questionnaires
ANS: A

12. For mail surveys, the time period between the first mailing and the cut-off date after which
no additional surveys will be analyzed is typically about:
a. 1-2 weeks
b. 2-3 weeks
c. 3-5 weeks
d. 6-8 weeks
ANS: D

13. The number of questionnaires returned or completed divided by the number of eligible
people who were asked to participate in the survey is called:
a. churn
b. return ratio
c. response rate
d. success rate
ANS: C
14. Suppose that a mail survey is sent to 220 people and 20 surveys are returned because they
were mailed to the wrong address. If completed surveys are received from 60 people, the
response rate for this study was:
a. 27.3 percent
b. 30 percent
c. 40 percent
d. 55.6 percent
ANS: B

15. The cover letter for a mail survey should include:

a. a description of the incentive for participating in the study
b. a comment on the postage-paid reply envelope to use to return the survey
c. a description of how the person was selected for the study
d. all of the above
ANS: D

16. Which of the following has typically been shown to produce the highest response rates in
mail surveys as an incentive for participation in the study?
a. an enclosed ball-point pen
b. a monetary incentive
c. an appeal for help
d. a donation to a charity
ANS: B

17. For mail surveys, the _____ attempts made to try to obtain a returned survey from a
potential respondent, the _____ their chance of their responding to the survey.
a. more; less
b. fewer; greater
c. more; greater
d. none of the above
ANS: C

18. All of the following are ways to increase response rates for mail surveys EXCEPT:
a. cover letter
b. interesting questions
c. advance notification
d. always revealing the sponsor of the research
ANS: D

19. Which of the following is an advantage of including a questionnaire in an e-mail?

a. lower distribution costs than a mail survey
b. faster turnaround time than a mail survey
c. faster speed of distribution
d. all of the above
ANS: D
20. Clark was asked to complete a self-administered questionnaire posted at MySurvey.com.
What type of survey did Clark complete?
a. Internet survey
b. mixed-mode survey
c. computer-assisted interactive survey
d. networked survey
ANS: A

21. All of the following are advantages of Internet surveys EXCEPT:

a. random sampling
b. speed
c. visual appeal
d. accurate real-time data capture
ANS: A

22. John was called by a researcher and asked a few questions about his television viewing
habits. The researcher then asked him to go to a Web site to complete a more
comprehensive survey. This type of study that employs a combination of survey methods
is called a:
a. two-stage survey
b. pre- and posttest
c. multi-media survey
d. mixed-mode survey
ANS: D

23. Which of the following methods offers the lowest degree of geographic flexibility?
a. telephone interview
b. door-to-door personal interview
c. Internet survey
d. mail survey
ANS: B

24. Which of the following survey research methods offers the lowest degree of respondent
anonymity?
a. telephone interview
b. mail survey
c. mall intercept interview
d. Internet survey
ANS: C

25. Which of the following survey research methods is the most expensive?
a. door-to-door personal interview
b. mall intercept personal interview
c. telephone interview
d. mail survey
ANS: A
 26. A trial run of a survey with a group of respondents who are representative of the target
group for the survey is called a:
a. callback
b. pretest
c. drop-off method
d. dry run
ANS: B

27. Which of the following can be considered to be a pretest?

a. screening the questionnaire with other research colleagues
b. screening the questionnaire with a client or the research manager who ordered the
research
c. a trial run with data collected from a small number of respondents
d. all of the above
ANS: D

Observation Methods
MULTIPLE CHOICE

1. When an employee who works at McDonald's headquarters outside Chicago travels

around the U.S. and observes franchises to see if they are acting in the best interests of
McDonald's good name in terms of friendly service, cleanliness, and quality of food, this
observer is acting as a(n):
a. mystery shopper
b. indirect observer
c. mechanical observer
d. scanner-based consumer panel
ANS: A

2. Clara is a researcher who records shoppers movement through a grocery store. What
method of research is Clara using?
a. survey
b. assessment
c. immersion
d. observation
ANS: D

3. All of the following are observable phenomena EXCEPT:

a. attitudes
b. verbal behavior
c. spatial relations and locations
d. neurological activity
ANS: A

4. Observing a person's television viewing habits is an example of which type of observation?

 a. verbal records
b. expressive behavior
c. physical actions
d. physical objects
ANS: C

5. Observing how close a financial adviser sits to his or her clients is an example of what type
of observation?
a. spatial relations and locations
b. verbal records
c. verbal behavior
d. expressive behavior
ANS: A

6. All of the following cannot be observed EXCEPT:

a. intentions
b. attitudes
c. expressive behavior
d. feelings
ANS: C

7. Observing the movement of a shopper in a supermarket is an example of what type of

observation?
a. mall interception
b. verbal behavior
c. physical actions
d. expressive behavior
ANS: C

8. Observing the comments made by travelers waiting in a check-in line at the American
Airlines ticket counter in Chicago is an example of what type of observation?
a. pictorial records
b. verbal behavior
c. expressive behavior
d. spatial relations
ANS: B

9. Measuring the distance visitors stand from a painting in a Van Gogh exhibit at the St. Louis
Art Museum is an example of what type of observation?
a. verbal behavior
b. temporal patterns
c. expressive behavior
d. spatial relations
ANS: D
10. Using a stopwatch to determine the average waiting time for a customer at a drive-through
location at McDonald's is an example of what type of observation?
a. verbal behavior
b. temporal pattern
c. physical action
d. physical objects
ANS: B

11. Having observers record the brand names of items found in a kitchen pantry of a consumer
panel is an example of what type of observation?
a. physical actions
b. verbal behavior
c. physical objects
d. pictorial records
ANS: C

12. When the subject is unaware that he is being observed in a shopping mall, this represents
what type of observation?
a. contrived
b. indirect
c. content analysis
d. hidden
ANS: D

13. A situation in which an observers presence, or the mechanical device doing the recording,
is easily known to the subject involves:
a. obtrusive observation
b. visible observation
c. primary observation
d. first-order observation
ANS: B

14. All of the following are examples of nonverbal behavior EXCEPT:

a. smiling
b. nodding
c. raised eyebrows
d. talking
ANS: D

15. John is measuring the amount of time it takes for people to make a choice between two
options regarding what to select for lunch to infer the strength of their preferences for one
alternative over the other. The recorded choice time is referred to as:
a. response lag
b. response interval
c. response latency
d. response bias
 ANS: C

16. When the manager of a shopping mall records the counties listed on the license plates on
cars parked at the mall in order to determine where the shoppers come from, this is an
example of:
a. direct observation
b. indirect observation
c. contrived observation
d. response latency
ANS: A

17. When an airline passenger (who is really an employee of the airline) complains loudly
about his not being served a vegetarian meal so that he can note the behavior of the flight
attendant in this type of situation, this is an example of what type of observation?
a. content analysis
b. indirect
c. contrived
d. response latency
ANS: C

18. All of the following are errors associated with direct observation EXCEPT:
a. subjectively
b. entrapment
c. accuracy
d. interpretation
ANS: B

19. When the Chicago Museum of Science and Industry measures the popularity of its
children's exhibits by the frequency of tile replacement in front of exhibits, it is using what
type of observation evidence?
a. content
b. response latency
c. physical-trace
d. contrived
ANS: C

20. Which of the following obtains data by observing and analyzing the contents of
advertisements, newspaper articles, television programs, Web sties, and the like?
a. contrived analysis
b. content analysis
c. indirect analysis
d. response latency analysis
ANS: B
21. When a researcher analyzes the content of advertisements appearing in cartoons on a
Saturday morning in terms of the types of characters that appear in the ads, this is an
example of what type of observation?
a. contrived analysis
b. content analysis
c. indirect analysis
d. entrapment
ANS: B

22. When a researcher counts the percentage of African Americans who have appeared on the
cover of Newsweek during the past decade, this is an example of what type of observation?
a. contrived analysis
b. ethnic analysis
c. indirect analysis
d. content analysis
ANS: D

23. When Walgreens uses cables across the road as "traffic counters" to determine the
density of traffic near a possible retail store location, this is an example of what type of
observation?
a. contrived observation
b. mechanical observation
c. human observation
d. content analysis
ANS: B

24. Which of the following companies use a television monitoring system for estimating
national television audiences?
a. ACNielsen
b. Mediamark
c. Infoscan
d. TVtrack
ANS: A

25. Which of the following represents the percentage of people who are exposed to an
Internet advertisement who actually click on the corresponding hyperlink which takes
them to a companys Web site?
a. conversion transaction rate (CTR)
b. page views
c. cost per click (CPC)
d. click-through rate (CTR)
ANS: D

26. All of the following are flaws with using click-through rate as a measure of the amount of
interest or attention a Web site is receiving EXCEPT:
 a. does not differentiate between a lot of activity by a few visitors and a little activity
by many visitors
b. some hits are likely made by mistake
c. researcher lacks information about the meaning behind the numbers
d. does not adequately measure the number of times an ad is clicked on
ANS: D

27. A researcher gave Jaunita and her husband a bar-coded card, like a frequent-shopper card,
that they give to the checkout clerk at the grocery store. Their code number is coupled
with the purchase information recorded by the scanner. This family is participating is a(n):
a. scanner-based consumer panel
b. obtrusive observation study
c. phenomenological study
d. ethnographic study
ANS: A

28. All of the following are improvements of scanner data over standard mail diary panel data
EXCEPT:
a. scanner data measure observed (actual) purchase behavior rather than reported
behavior
b. scanner measures are obtrusive
c. more extensive purchase data can be collected with scanner data
d. scanner data are collected mechanically, resulting in improved accuracy over mail
diary panel data
ANS: B

29. All of the following measure physiological reactions EXCEPT:

a. eye-tracking monitor
b. pupilometer
c. at-home scanning systems
d. voce-pitch analysis
ANS: C

30. A Web site designer is interested in how people look at a Web site. He wants to know
where they look first when a page comes up. Which mechanical device would be
appropriate for finding this out?
a. pupilometer
b. eye scanner
c. eye-tracking monitor
d. psychogalvanometer
ANS: C

31. Which of the following measures physiological reactions?

a. pupilometer
b. at-home scanning systems
c. click-through counter
 d. all of the above
ANS: A

32. Which of the following measures involuntary changes in the electrical resistance of the
skin?
a. eye-tracking monitor
b. psychogalvanometer
c. pupilometer
d. voice-pitch analysis
ANS: B

33. Which of the following is a problem with physiological reaction measures?

a. subjects are usually placed in artificial settings
b. calibration of measuring devices
c. devices are expensive
d. all of the above
ANS: D

Questionnaire Design
MULTIPLE CHOICE

1. Which of the following refers to the extent that all information collected in a
questionnaire addresses a research question that will help the decision maker address
the current business problem?
a. relevant
b. accuracy
c. frequency
d. counterbalanced
ANS: A

2. A questionnaire that collects information that is valid is said to be:

a. relevant
b. accurate
c. counterbalanced
d. balanced
ANS: B

3. A question that poses some problem or topic and asks respondents to answer in their
own words is called a(n):
a. sentence completion question
b. unbalanced question
c. fixed-alternative question
d. open-ended question
ANS: D

4. "Can you name five brands of tires?" is an example of what type of question?
 a. fixed-alternative
b. pivot
c. open-ended response
d. filter
ANS: C

5. Another term for fixed-alternative questions is _____ questions.

a. open-ended response
b. closed-ended
c. pivot
d. concise
ANS: B

6. "What is your gender? _____ M _____ F" is an example of what type of question?
a. loaded
b. leading
c. fixed-alternative
d. filter
ANS: C

7. All of the following are disadvantages of open-ended response questions EXCEPT:

a. cost
b. interviewer bias
c. the information provided by responses is not useful to decision makers
d. articulate individuals give a large share of the responses but they may not be
representative of the entire population
ANS: C

8. Compared to open-ended response questions, fixed-alternative questions:

a. require less interviewer skill
b. take less time
c. are easier for the respondent to answer
d. all of the above
ANS: D

9. "Do you own a cell phone? _____ Yes _____ No" is an example of what type of
question?
a. leading
b. simple-dichotomy
c. loaded
d. open-ended response
ANS: B

10. What type of question is the following?

What time of day did you watch that movie at the Multiplex?
 _____ Matinee
_____ Evening
_____ Rush-hour special

a. filter
b. pivot
c. open-ended response
d. determinant-choice
ANS: D

11. Which of the following scales is a type of fixed-alternative question?

a. Likert scale
b. Stapel scale
c. semantic differential scale
d. all of the above
ANS: D

12. What type of question is the following?

Which of the following services of the United Missouri Bank, besides your
personal checking account, do you currently use? (check all that apply)
______ Savings account
______ Car loan
______ Home mortgage loan

a. pivot question
b. filter question
c. checklist question
d. counterbalancing question
ANS: C

13. Dichotomous or multiple-choice alternatives in fixed-alternative questions should not

have overlap among categories, which means the categories should be:
a. exhaustive
b. mutually exclusive
c. positively worded
d. balanced
ANS: B

14. All of the following are guidelines that help prevent the most common mistakes in
designing questions EXCEPT:
a. avoid personal questions
b. avoid complexity
c. avoid leading questions
d. avoid double-barreled questions
ANS: A
15. "What is your favorite hobby, playing video games, or what?" is an example of what type
of question?
a. loaded
b. pivot
c. filter
d. leading
ANS: D

16. "In light of the current economic crisis, do you agree or disagree that the President of the
United States is doing a good job of managing the economy?" is an example of what type
of question?
a. counterbalancing
b. order bias
c. double-barreled
d. loaded
ANS: D

17. When half of the respondents are asked to agree or disagree with the statement:
"Foreign cars are better made than cars made in the U.S." while the other half of the
respondents are asked to agree or disagree with the statement: "Cars made in the U.S.
are better made than foreign cars," this is an example of a:
a. pivot question
b. filter question
c. double-barreled question
d. split-ballot technique
ANS: D

18. An introductory statement or preamble to a potentially embarrassing question that

reduces a respondents reluctance to answer by suggesting that certain behavior is not
unusual is called a:
a. filter question
b. lead-in statement
c. split-ballot question
d. counterbiasing statement
ANS: D

19. "Do you agree or disagree with the statement: The Federal Reserve Bank and the large
U.S. banks are responsible for the high foreclosures on home mortgages" is an example
of what type of question?
a. counterbiasing
b. open-ended response
c. counterbalancing
d. double-barreled
ANS: D
20. "Should Dillard's keep its excellent department store credit card program? _____ Yes
_____ No" is an example of:
a. using a pivot question
b. making assumptions
c. a double-barreled question
d. using a checklist
ANS: B

21. Asking respondents to remember something without providing any clue is called:
a. unaided recall
b. aided recall
c. recognition
d. cognitive retrieval
ANS: A

22. Which of the following occurs when respondents believe that past events happened
more recently than they actually did?
a. telescoping
b. squishing
c. myopic remembering
d. zooming
ANS: A

23. When respondents think that recent events took place longer ago than they really did,
this is called:
a. telescoping
b. squishing
c. faltering
d. misredemption
ANS: B

24. Which technique recommends asking general questions before specific questions in
order to obtain unbiased responses?
a. skip logic technique
b. telescoping
c. squishing
d. funnel technique
ANS: D

25. In political elections for candidates who are not well-known by many voters, such as
judges, it frequently happens that the candidate who is listed first on the ballot receives
the most votes, this is an example of a(n):
a. Hawthorne effect
b. self-fulfilling prophecy
c. order bias
d. split-ballot technique
 ANS: C

26. When a respondent in a personal interview is asked questions about shopping at a

specific department store in the shopping mall, and then is asked general questions
about shopping at that mall, what type of mistake has been made in questionnaire
design?
a. filter effect
b. order bias
c. double-barreled effect
d. loaded effect
ANS: B

27. The idea that the first concept measured on a questionnaire frequently becomes a
comparison point from which subsequent questions are evaluated by the respondents, is
known as a(n):
a. loaded effect
b. filter effect
c. pretest effect
d. anchoring effect
ANS: D

28. A question such as: "Have you ever received a speeding ticket? _____ Yes _____ No,"
when followed by a question such as: "When did you receive that ticket?" is an example
of what type of question?
a. double-barreled
b. leading
c. filter
d. anchoring
ANS: C

29. A filter question used to determine which version of a second question that will be asked
is called a(n):
a. anchoring question
b. pivot question
c. funneling question
d. piping question
ANS: B

30. Which type of question conserves space on a questionnaire?

a. pivot question
b. funnel question
c. multi-faceted question
d. multiple-grid question
ANS: D

31. Which Internet questionnaire layout presents the entire questionnaire on one page?
 a. paging layout
b. scrolling layout
c. continuous layout
d. perpetual layout
ANS: B

32. When a respondent to an Internet survey has to click on the NEXT button at the
bottom of the screen in order to continue to answer the questionnaire, this button is
what type of button?
a. pull
b. push
c. radio
d. advancement
ANS: B

33. A bar at the top of the page in an Internet survey that indicates how much of the survey
still needs to be completed is known as what type of bar?
a. drop-down
b. radio
c. push
d. status
ANS: D

34. Which of the following are common ways of displaying questions on a computer screen?
a. drop-down box
b. check boxes
c. open-ended boxes
d. all of the above
ANS: D

35. A space-saving device within Internet surveys that allows the respondent to "click here"
to see a set of possible choices in a list at that point in the survey is known as a:
a. status box
b. drop-down box
c. radio box
d. status box
ANS: B

36. Which of the following allows variables, such as answers from previous questions, to be
inserted into unfolding questions on Internet surveys?
a. variable piping software
b. interactive software
c. error trapping software
d. funneling software
ANS: A
37. When a respondent is attempting to subscribe to Southwest Airlines e-mail of flight sales
and is presented with a box that says: "You must provide your zip code in order to
complete your registration," this is an example of:
a. a double-barreled response
b. error trapping
c. a radio button
d. zoning
ANS: B

38. A live, real-time support feature that solves problems or answers questions respondents
may encounter in completing the questionnaire is called a(n):
a. search engine
b. interactive help desk
c. interactive tabulation
d. intervention
ANS: B

39. A tabulation of the results of a pretest to help determine whether the questionnaire will
meet the objectives of the research is referred to as:
a. preliminary tabulation
b. primary tabulation
c. initial tabulation
d. back translation
ANS: A

40. When "Out of sight, out of mind" was translated into a foreign language, and then was
translated back into English by a language expert in that language to become: "Invisible
things are insane," this was an example of:
a. the linguistic effect
b. a loaded question
c. back translation
d. a counter biasing statement
ANS: C