______ is the testing of the questionnaire on a small sample of respondents for the purpose of improving the questionnaire by identifying and eliminating potential problems.

A) Funneling

B) Telescoping

C) Posttesting

D) Pretesting

Answer: D) Pretesting

A ________ is a question that gives the respondent a clue as to what answer is desired or leads the respondent to answer in a certain way.

A) leading question

B) implicit alternative

C) filter question

D) structured question

Answer: A) leading question

Which of the following is not a type of structured question?

A) multiple choice

B) dichotomous

C) scale

D) none of the above

Answer: D) none of the above

______ refer to open-ended questions that respondents answer in their own words.

A) Dichotomous questions

B) Structured questions

C) Unstructured questions

D) Branching questions

Answer: C) Unstructured questions

_____ that measure familiarity, product use, and past experience should be asked before questions about the topics themselves.

A) Branching questions

B) Filler questions

C) Dichotomous questions

D) Filter questions

Answer: D) Filter questions

"Do you think Coca-Cola is a tasty and refreshing soft drink?" is an example of a ________.

A) structured question

B) dichotomous question

C) double-barreled question

D) branching question

Answer: C) double-barreled question

The first step in the questionnaire design process is ________.

A) specify the type of interview method

B) identify the form and layout

C) specify the information needed

D) determine the content of individual questions

Answer: C) specify the information needed

Which of the following is not an objective of a questionnaire?

A) A questionnaire must translate the information needed into a set of specific questions that the respondents can and will answer.

B) A questionnaire must be easy to use.

C) A questionnaire must uplift, motivate, and encourage the respondent to become involved in the interview, to cooperate, and to complete the interview.

D) A questionnaire should minimize response error.

Answer: B) A questionnaire must be easy to use.

______ is the extent to which a scale produces consistent results if repeated measurements are made on the characteristic.

A) Validity

B) Generalizability

C) Reliability

D) None of the above

Answer: C) Reliability

The scale descriptors "never," "rarely," "sometimes," "often," and "very often" are commonly used when studying the ________ construct.

A) attitude

B) satisfaction

C) purchase frequency

D) purchase intent

Answer: C) purchase frequency

The scale descriptors "very bad," "bad," "neither bad nor good," "good," and "very good" are commonly used when studying the ________ construct.

A) attitude

B) satisfaction

C) purchase frequency

D) purchase intent

Answer: A) attitude

In marketing, sales, cost, market share, and number of customers are variables measured on a ________ scale. 

A) nominal 

B) ordinal 

C) interval 

D) ratio

Answer: D) ratio

In marketing research, attitudinal data obtained from rating scales are often treated as ________ data.

A) nominal 

B) ordinal 

C) interval 

D) ratio

Answer: C) interval

_____ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured.

A) Ordinal scale 

B) Interval scale

C) Ratio scale 

D) Nominal scale

Answer: B) Interval scale

The rankings of teams in a tournament constitute a ________ scale. 

A) nominal 

B) ordinal 

C) interval 

D) ratio

Answer: B) ordinal

When used for classification purposes, the ________ scaled numbers serve as labels for classes or categories.

A) ordinally 

B) intervally 

C) nominally 

D) ratio scale

Answer: C) nominally

A ________ is a test marketing program conducted by an outside research company in field experimentation. The research company guarantees distribution of the product in retail outlets that represent a pre-determined percentage of the market.

A) Simulated test market

B) Partial test market

C) Controlled test market

D) Standard test market

Answer: C) Controlled test market

Which statement is not true about simulated test markets?

A) While a firm's test marketing is in progress, competitors have an opportunity to beat it to the national market.

B) Competitors often take actions such as increasing their promotional efforts to contaminate the test marketing program.

C) Both A and B are not true about simulated test markets.

D) They yield mathematical estimates of market share based on initial reaction of consumers to a new product.

Answer: C) Both A and B are not true about simulated test markets.

Which statement is not true concerning a standard test market?

A) It is a one-shot case study.

B) Test markets are selected and the product is sold through regular distribution channels.

C) Where external validity is important, at least four test markets should be used.

D) All statements are correct.

Answer: D) All statements are correct.

A ________ is a test market in which the product is sold through regular distribution channels.

A) Simulated test market

B) Partial test market

C) Controlled test market

D) Standard test market

Answer: D) Standard test market