Survey Design & Questionnaire Development Flashcards
6 cards from real Market Research practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 6 Survey Design & Questionnaire Development flashcards as text
What is the difference between 'open-ended' and 'closed-ended' questions in surveys?
Answer: Open-ended questions allow free-form responses; closed-ended questions provide fixed response options
Open-ended questions allow respondents to answer in their own words without constraints, while closed-ended questions provide specific response options to choose from.
What is a 'semantic differential scale'?
Answer: A bipolar rating scale anchored by opposite adjectives at each end
A semantic differential scale measures the connotative meaning of an object by asking respondents to rate it on a series of bipolar adjective pairs such as good-bad or fast-slow.
What is 'question order effect' in survey research?
Answer: The influence that the sequence of questions has on respondents' answers to subsequent questions
Question order effects occur when earlier questions prime respondents or influence the context through which they interpret and answer later questions, threatening response validity.
What is the purpose of 'reverse-coded items' in a survey scale?
Answer: To detect and correct for acquiescence bias by phrasing some items in the opposite direction
Reverse-coded items are worded in the opposite direction to catch respondents who answer without reading carefully, improving overall data quality.
What is the 'Delphi method' in market research?
Answer: A structured iterative process of expert consensus-building through anonymous rounds of questionnaires
The Delphi method uses multiple rounds of anonymous questionnaires to collect and refine expert opinions, with aggregated results shared between rounds until consensus is reached.
What is 'acquiescence bias' (yes-saying) in survey research?
Answer: When respondents tend to agree with statements regardless of their actual content
Acquiescence bias is the tendency for some respondents to agree with statements or answer positively regardless of content, inflating agreement rates and threatening validity.