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Open-ended questions provide more detailed information than scaled questions.

A) True
B) False

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Laddering interviews are typically used to provide an in-depth understanding of how consumers relate to a brand by delving into hidden,preconscious factors that influence purchase.

A) True
B) False

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__________ is achieved by avoiding ambiguous terminology,using reasonable,vernacular language adjusted to the target group,and asking only one question at a time.


A) Leadership
B) Clarity
C) Precision
D) None of the above

E) A) and C)
F) All of the above

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The pretest of a questionnaire would not be done for:


A) getting the respondent's reaction to the questionnaire.
B) checking for the appropriateness of the sample of respondents.
C) checking for misinterpretations by respondents.
D) checking for potentially biasing questions.
E) All of the above would be part of a pretest.

F) B) and E)
G) A) and E)

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In the questionnaire design process,what is the first step?


A) Determine the data-collection method
B) Determine the question response format
C) Decide on question wording
D) Determine the survey objectives,resources,and constraints

E) B) and D)
F) None of the above

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Probing is especially important when using:


A) dichotomous questions.
B) open-ended questions.
C) closed ended questions.
D) multiple choice questions.
E) none of the above

F) B) and E)
G) A) and E)

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A proper layout for a questionnaire is needed to:


A) make it attractive to the respondent.
B) elicit answers that are more carefully thought out and detailed.
C) impose standardization on the questionnaire.
D) compensate for poorly worded questions.
E) all of the above

F) A) and D)
G) All of the above

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In questionnaire design,what is a "skip pattern?" Provide an example to illustrate your answer.

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A skip pattern is a sequence in which qu...

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Questions that are sensitive and may embarrass the respondent should be positioned at the ___________ of the survey.


A) beginning
B) middle
C) end
D) Such questions should not be asked at all.
E) None of the above are correct.

F) All of the above
G) A) and D)

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Which of the following questions potentially biases the respondents?


A) "We are conducting a study concerning the high quality of First National Bank services"
B) "Do you shop at a lower class store like Wal-Mart?"
C) "How satisfied are you with McDonald's food quality and location?"
D) (a) and (b)
E) all of the above

F) B) and E)
G) C) and D)

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When a question has only two possible choices,it is referred to as a _____________question.


A) dichotomous
B) qualitative
C) multiple choice
D) scaled-response
E) none of the above

F) None of the above
G) C) and D)

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Which of the following would not be a good practice regarding question sequencing?


A) general questions at the end
B) general questions at the beginning
C) sensitive questions at the end
D) questions requiring work in the middle
E) none of the above

F) B) and D)
G) B) and C)

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What is the make and model of your present car? __________________

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This questionnaire has some ob...

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