MRA Survey Design & Methodology 3

Question 1

A survey measures consumer brand awareness by asking 'Which brands of running shoes can you name?' without any prompts. This is an example of:

Accepted Answer

Unaided (spontaneous) recall

Answer

Unaided recall asks respondents to name brands without cues, reflecting top-of-mind awareness and true memorability.

Question 2

The concept of 'face validity' in survey design refers to:

Accepted Answer

The degree to which a measure appears to assess what it intends to on its surface

Answer

Face validity is a subjective judgment that the survey items look relevant and appropriate for the intended construct.

Question 3

A researcher uses a 10-point numeric scale where 1 = 'Not at all likely' and 10 = 'Extremely likely.' What is the PRIMARY advantage of this scale over a 5-point scale?

Accepted Answer

It provides greater variance and sensitivity to detect differences

Answer

A wider scale range increases variance among responses, improving the ability to detect meaningful differences between groups or time points.

Question 4

Which survey mode is MOST susceptible to interviewer bias?

Accepted Answer

Face-to-face interviews

Answer

Face-to-face interviews introduce interviewer bias because respondents may alter answers based on the interviewer's appearance, tone, or nonverbal cues.

Question 5

In questionnaire pre-testing, a 'cognitive interview' is primarily used to:

Accepted Answer

Understand how respondents interpret and process each question

Answer

Cognitive interviews ask respondents to think aloud while answering, revealing misinterpretations, confusing wording, or recall difficulties.

(MRA) Market Research Analyst Certification Practice Test

(MRA) Market Research Analyst Certification Practice Test

MRA Survey Design & Methodology 3