Basic Marketing Research 9th Edition By Tom J. Brown – Test Bank

1. The three key decisions to make when collecting data by communication include which of the following?
a. The degree of structure to use
b. Whether to disguise the questionnaire
c. Which method of questionnaire administration to use
d. All of these are correct.
e. None of these are correct.
ANSWER: d
RATIONALE: All of these are key decisions to make when collecting data by communication. See 11-0: Introduction.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Remember
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 11.01 – Explain the concept of structure as it relates to questionnaires.
DATE CREATED: 7/27/2017 8:07 AM
DATE MODIFIED: 9/20/2017 2:35 PM

2. Questions that give the respondent no indication of the true purpose of the research project are known as
a. disguised questions.
b. confounded questions.
c. structured questions.
d. undisguised questions.
e. unstructured questions.
ANSWER: c
RATIONALE: Structured questions give the respondent no indication of the true purpose of the research project. See 11-1: Structured Versus Unstructured Communication.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Remember
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 11.01 – Explain the concept of structure as it relates to questionnaires.
DATE CREATED: 7/27/2017 8:09 AM
DATE MODIFIED: 7/27/2017 8:11 AM

3. Which of the following is NOT an advantage of structured-undisguised questions?
a. Simple to administer
b. Easy to analyse
c. Unbiased response categories
d. Very reliable
e. Easy to tabulate
ANSWER: c
RATIONALE: Unbiased response categories are not an advantage of structured-undisguised questions. See 11-1: Structured Versus Unstructured Communication.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Remember
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 11.01 – Explain the concept of structure as it relates to questionnaires.
DATE CREATED: 7/27/2017 8:11 AM
DATE MODIFIED: 7/27/2017 8:13 AM

4. The responses, as well as the questions, are standardized in a(n)
a. unstructured-disguised questionnaire.
b. unstructured-undisguised questionnaire.
c. structured-undisguised questionnaire.
d. depth interview.
e. focus group.
ANSWER: c
RATIONALE: Structured-undisguised questionnaires are standardized. See 11-1: Structured Versus Unstructured Communication.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Remember
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 11.01 – Explain the concept of structure as it relates to questionnaires.
DATE CREATED: 7/27/2017 8:13 AM
DATE MODIFIED: 7/27/2017 8:15 AM

5. Which of the following is FALSE?
a. Structured-undisguised questioning produces more reliable results although this greater reliability may be obtained at the loss of some validity.
b. When replies are limited to fixed answers as in structured-undisguised questionnaires, there is the minimum possibility for the respondent to misunderstand the meaning intended by the interviewer and vice versa.
c. The responses as well as the questions are standardized in a structured-undisguised questionnaire.
d. One shortcoming of the structured-undisguised question is that it often does not allow an expression of strength and feeling.
e. In structured questions the frame of reference is often obvious from the alternatives.
ANSWER: b
RATIONALE: All of these statements are true except that when replies are limited to fixed answers as in structured-undisguised questionnaires, there is the minimum possibility for the respondent to misunderstand the meaning intended by the interviewer and vice versa. See 11-1: Structured Versus Unstructured Communication.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Remember
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 11.02 – Cite the drawbacks of using high degrees of structure.
DATE CREATED: 7/27/2017 8:15 AM
DATE MODIFIED: 7/27/2017 8:17 AM

6. Which of the following statements is NOT true of fixed-alternative questions?
a. Everyone receives the same questions.
b. The questions are open-ended.
c. They are commonly used to collect primary data.
d. Everyone responds by choosing from among the same set of possible answers.
e. All of these statements are true.
ANSWER: b
RATIONALE: All of these statements are true about fixed-alternative questions except that the questions are open-ended. See 11-1: Structured Versus Unstructured Communication.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Remember
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 11.01 – Explain the concept of structure as it relates to questionnaires.
DATE CREATED: 7/27/2017 8:18 AM
DATE MODIFIED: 7/27/2017 8:20 AM

7. With unstructured-undisguised questionnaires, the purpose of the study is
a. open to interpretation.
b. not communicated to the respondents.
c. clear, but the responses to the questions are open-ended.
d. clear, but the responses to the questions are dichotomous.
e. to define the responses that are open-ended.
ANSWER: c
RATIONALE: With unstructured-undisguised questionnaires, the purpose of the study is clear, but the responses to the questions are open ended. See 11-1: Structured Versus Unstructured Communication.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Remember
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 11.01 – Explain the concept of structure as it relates to questionnaires.
DATE CREATED: 7/27/2017 8:20 AM
DATE MODIFIED: 7/27/2017 8:22 AM

8. “How do you feel about the Apple, Inc.?” is an example of which type of question?
a. Fixed-alternative
b. Structured
c. Open-ended
d. Close-ended
e. a, b, and c are correct.
ANSWER: c
RATIONALE: This is an example of an open-ended question. See 11-1: Structured Versus Unstructured Communication.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Apply
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 11.01 – Explain the concept of structure as it relates to questionnaires.
DATE CREATED: 7/27/2017 8:22 AM
DATE MODIFIED: 7/27/2017 8:24 AM

9. After John purchased his new car, the car dealer sent him a new owner satisfaction survey, which consisted of several statements about his car, which John was to indicate agreement or disagreement with by checking the appropriate boxes. This survey is
a. unstructured-undisguised.
b. structured-disguised.
c. sentence completion.
d. structured-undisguised.
e. word association.
ANSWER: d
RATIONALE: This survey is structured-undisguised. See 11-1: Structured Versus Unstructured Communication.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Apply
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 11.01 – Explain the concept of structure as it relates to questionnaires.
DATE CREATED: 7/28/2017 12:20 AM
DATE MODIFIED: 7/28/2017 12:22 AM

10. Fixed-alternative questions would be inappropriate for securing information about respondents’
a. apartment rental payments.
b. motivations in husband-wife interactions over purchase decisions.
c. age.
d. awareness of current events.
e. income level.
ANSWER: b
RATIONALE: Fixed-alternative questions would be inappropriate for securing information about respondents’ motivations in husband-wife interactions over purchase decisions. See 11-1: Structured Versus Unstructured Communication.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Apply
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 11.01 – Explain the concept of structure as it relates to questionnaires.
DATE CREATED: 7/28/2017 12:22 AM
DATE MODIFIED: 7/28/2017 12:24 AM