Market Research Survey Design & Questionnaire Development 3

Question 1

What is the purpose of 'pre-testing' a questionnaire before launch?

Accepted Answer

Administering the survey to a small sample to identify and fix problems before main fieldwork

Answer

Testing respondents' prior knowledge before administering the main survey instrument

Answer

Testing the survey software and hosting platform before full deployment

Answer

Pre-screening respondents for eligibility before the main survey sample is selected

Question 2

What is 'forced choice' format in survey questions?

Accepted Answer

A response format that requires respondents to choose between options without a neutral or undecided option

Answer

A format that legally or technically forces respondents to complete the entire survey

Answer

A format requiring respondents to rank all choices in strict order of preference

Answer

A government-mandated requirement to complete certain regulatory surveys

Question 3

What is 'skip logic' (conditional branching) in questionnaire design?

Accepted Answer

A programming feature that directs respondents to different questions based on their previous answers

Answer

Questions that individual respondents choose to skip at their own discretion

Answer

A logic test applied to filter low-quality responses after data collection is complete

Answer

A design method for skipping redundant or duplicate questions in a questionnaire

Question 4

What is the 'anchoring effect' and how does it impact survey responses?

Accepted Answer

When an initial piece of information disproportionately influences respondents' subsequent judgments

Answer

The effect of using anchor brands as reference points within survey questions

Answer

The effect of survey length on how firmly anchored respondents become in their initial answers

Answer

When anchored response scales cause systematic confusion among respondents

Question 5

What is 'cognitive interviewing' used for in questionnaire development?

Accepted Answer

A qualitative technique where respondents verbalize their thought processes while answering survey questions

Answer

Interviewing researchers about their cognitive processes when designing questionnaires

Answer

A method for testing respondents' cognitive ability as a survey eligibility screening criterion

Answer

Interviewing cognitive scientists to review and validate questionnaire construct validity

Question 6

What is 'response rate' and why does it matter in survey research?

Accepted Answer

The proportion of sampled individuals who complete and return the survey, affecting representativeness and generalizability

Answer

The speed at which individual respondents complete and submit the survey

Answer

The rate at which survey responses are processed and coded by the research team

Answer

The acceptable percentage of incorrect or invalid responses tolerated in the final sample