Marketing Research: Planning, Process, Practice
Student Resources
Multiple Choice Quizzes
Try these quizzes to test your understanding.
1. Which of the following statements about questionnaires is incorrect?
- Questionnaire design and development is straightforward as it does not require careful considerations and planning.
- The key purpose of developing a survey questionnaire is to obtain raw information from participants to answer the research question.
- A questionnaire can be very efficient in its design and structure but ineffective in answering the research question.
Answer: A
2. Survey and questionnaire are interchangeable words that mean the same thing for researchers.
- True
- False
Answer: B
3. A Codebook is a reference book where the data coding instructions and data codes associated with the data file are documented.
- True
- False
Answer: A
4. Including questions that are not relevant to the research objectives or hypotheses in a questionnaire but may be of use is a good feature of an efficient questionnaire.
- True
- False
Answer: B
5. A good questionnaire adopts the funnel approach in organising the questions such that they start from the general then swiftly move to the specific.
- True
- False
Answer: A
6. The decision on which measurement scale to use for collecting data on a variable depends on how much data is sought and in what form.
- True
- False
Answer: A
7. Using jargon that respondents may not be familiar with is a clever way for the researcher to achieve good responses.
- True
- False
Answer: B
8. Using existing measurement scales that have been previously developed by other researchers enhances the reliability of questionnaire questions.
- True
- False
Answer: A
9. Once data is collected, a researcher should dive right in onto the analysis process.
- True
- False
Answer: B
10. Qualitative data generated from open-ended questions should be analysed separately using qualitative analysis methods.
- True
- False
Answer: A
11. Deciding on the suitable statistical tools to use starts after data is collected and inputted into the statistical analysis software.
- True
- False
Answer: B
12. In the pre-test, the questionnaire is given to a few researchers or subject experts to assess its wording, logic, flow and its face validity.
- True
- False
Answer: A
13. Using double-barrelled questions is acceptable in questionnaire design.
- True
- False
Answer: B
14. A lengthy questionnaire is recommended as it provides the researcher with as much data as possible about the topic under investigation.
- True
- False
Answer: B
15. Nominal data provides the highest level of data in terms of richness and the multitude of statistical techniques that can be used for its analysis.
- True
- False
Answer: B