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 purpose of 'pre-testing' a questionnaire before launch?
Answer: Administering the survey to a small sample to identify and fix problems before main fieldwork
Pre-testing exposes the questionnaire to a small representative sample to uncover ambiguous questions, confusing instructions, technical problems, and flow issues before full deployment.
What is 'forced choice' format in survey questions?
Answer: A response format that requires respondents to choose between options without a neutral or undecided option
Forced choice format eliminates middle or neutral response options, requiring respondents to indicate a directional preference, which reduces non-differentiation but may frustrate genuinely neutral respondents.
What is 'skip logic' (conditional branching) in questionnaire design?
Answer: A programming feature that directs respondents to different questions based on their previous answers
Skip logic routes respondents to relevant subsequent questions based on their answers, ensuring they only see applicable questions and improving survey efficiency and data quality.
What is the 'anchoring effect' and how does it impact survey responses?
Answer: When an initial piece of information disproportionately influences respondents' subsequent judgments
The anchoring effect occurs when respondents use the first piece of information they encounter as a reference point, allowing it to excessively influence subsequent related judgments.
What is 'cognitive interviewing' used for in questionnaire development?
Answer: A qualitative technique where respondents verbalize their thought processes while answering survey questions
Cognitive interviewing asks respondents to think aloud as they answer questions, revealing how they interpret questions, retrieve information, and formulate answers — uncovering design flaws invisible quantitatively.
What is 'response rate' and why does it matter in survey research?
Answer: The proportion of sampled individuals who complete and return the survey, affecting representativeness and generalizability
Response rate is the percentage of invited subjects who complete the survey; low response rates raise concerns about non-response bias, where non-respondents may systematically differ from respondents.