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 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?

Accepted Answer

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

Answer

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?

Accepted Answer

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

Answer

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?

Accepted Answer

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

Answer

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?

Accepted Answer

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

Answer

Screening questions appear at the beginning of surveys to determine whether a respondent meets the eligibility criteria for the target population before they continue.

Market Research Practice Test

Market Research Practice Test

Market Research Survey Design & Questionnaire Development