Market Research Survey Design & Questionnaire Development

Question 1

What is a 'Likert scale' in survey design?

Accepted Answer

An ordered rating scale measuring the degree of agreement or disagreement with a statement

Answer

A scale measuring the statistical likelihood of survey completion

Answer

A scale assessing the likelihood of a product purchase decision

Answer

A numerical rating scale ranging from 1 to 100

Question 2

What is 'social desirability bias' in survey design?

Accepted Answer

When respondents answer in ways they believe are socially acceptable rather than truthfully

Answer

When surveys are explicitly designed to maximize social desirability appeal

Answer

When surveys are designed to measure socially desirable product attributes

Answer

When the sample is biased toward socially active and engaged respondents

Question 3

What is a 'leading question' in survey design?

Accepted Answer

A question that subtly suggests the desired answer, biasing the respondent's reply

Answer

The opening question in a survey that leads into subsequent questions

Answer

A question used by research moderators to guide focus group discussions

Answer

The most analytically important question in the research instrument

Question 4

What is the 'funnel approach' in questionnaire design?

Accepted Answer

Starting with broad, general questions and progressively narrowing to more specific ones

Answer

Using funnel-shaped data visualizations for presenting survey results

Answer

Funneling respondents to relevant question branches through skip logic

Answer

Using a funnel process to filter out low-quality survey responses

Question 5

What is the purpose of 'screening questions' at the start of a survey?

Accepted Answer

To qualify or disqualify respondents based on whether they meet the target criteria

Answer

To screen out poorly constructed questions before the survey is launched

Answer

To assess respondents' screen resolution before an online survey loads

Answer

To screen respondents for social desirability bias tendencies

Question 6

What is a 'double-barreled question' and why should it be avoided in survey design?

Accepted Answer

A single question asking about two separate issues simultaneously, making responses uninterpretable

Answer

A question asked twice in sequence for confirmation, which wastes respondent time

Answer

A question that intentionally has two equally valid correct answers

Answer

A technique of asking the same question in two different formats for comparison