Market Research Survey Design & Questionnaire Development 1 — Questions and Answers
Question 1: What is a 'Likert scale' in survey design?
- A scale measuring the statistical likelihood of survey completion
- An ordered rating scale measuring the degree of agreement or disagreement with a statement (Correct answer)
- A scale assessing the likelihood of a product purchase decision
- A numerical rating scale ranging from 1 to 100
Correct answer: An ordered rating scale measuring the degree of agreement or disagreement with a statement
A Likert scale presents respondents with a statement and asks them to indicate their level of agreement (e.g., Strongly Agree to Strongly Disagree), measuring attitude intensity.
Question 2: What is 'social desirability bias' in survey design?
- When surveys are explicitly designed to maximize social desirability appeal
- When respondents answer in ways they believe are socially acceptable rather than truthfully (Correct answer)
- When surveys are designed to measure socially desirable product attributes
- When the sample is biased toward socially active and engaged respondents
Correct answer: When respondents answer in ways they believe are socially acceptable rather than truthfully
Social desirability bias occurs when respondents overreport socially approved behaviors and underreport socially disapproved ones instead of answering truthfully.
Question 3: What is a 'leading question' in survey design?
- The opening question in a survey that leads into subsequent questions
- A question that subtly suggests the desired answer, biasing the respondent's reply (Correct answer)
- A question used by research moderators to guide focus group discussions
- The most analytically important question in the research instrument
Correct answer: A question that subtly suggests the desired answer, biasing the respondent's reply
A leading question contains bias in its phrasing that guides respondents toward a particular answer, threatening the validity of the data collected.
Question 4: What is the 'funnel approach' in questionnaire design?
- Using funnel-shaped data visualizations for presenting survey results
- Starting with broad, general questions and progressively narrowing to more specific ones (Correct answer)
- Funneling respondents to relevant question branches through skip logic
- Using a funnel process to filter out low-quality survey responses
Correct answer: Starting with broad, general questions and progressively narrowing to more specific ones
The funnel approach structures questionnaires by beginning with broad, unaided questions before narrowing to specific, aided ones, preventing earlier questions from biasing later responses.
Question 5: What is the purpose of 'screening questions' at the start of a survey?
- To screen out poorly constructed questions before the survey is launched
- To qualify or disqualify respondents based on whether they meet the target criteria (Correct answer)
- To assess respondents' screen resolution before an online survey loads
- To screen respondents for social desirability bias tendencies
Correct answer: To qualify or disqualify respondents based on whether they meet the target criteria
Screening questions appear at the beginning of surveys to determine whether a respondent meets the eligibility criteria for the target population before they continue.
Question 6: What is a 'double-barreled question' and why should it be avoided in survey design?
- A question asked twice in sequence for confirmation, which wastes respondent time
- A single question asking about two separate issues simultaneously, making responses uninterpretable (Correct answer)
- A question that intentionally has two equally valid correct answers
- A technique of asking the same question in two different formats for comparison
Correct answer: A single question asking about two separate issues simultaneously, making responses uninterpretable
A double-barreled question asks about two distinct concepts at once, making it impossible to know which part of the question the respondent is actually answering.
Market Research Survey Design & Questionnaire Development 1
What is a 'Likert scale' in survey design?