Sequence any questions that are embarrassing, sensitive, complex, or dull
a. at the beginning of the questionnaire
b. near the beginning of the questionnaire
c. well down in the questionnaire
d. with a more interesting question before and after
Question 2Codes are rules for ______ data.
a. interpreting
b. classifying
c. recording
d. all of these choices
Question 3Which of the following is not a possible form of corrective action?
a. Change the objective c. Change the budget
b. Change the tactic d. Change the goal
Question 4Reverse innovation is when a company produces a drastically simplified version of a product due to lack of purchasing power or usage conditions.
Indicate whether the statement is true or false
Question 5In a focus group discussion, when the comments of one member triggers a stream of comments from the other participants, this is called _____.
a. serendipity
b. piggyback
c. structure
d. themes
Question 6The question What is your evaluation of the restaurant's appearance and service? violates which of the following guidelines for question wording?
a. avoid leading questions d. avoid biasing questions
b. avoid implicit assumptions e. avoid double-barreled questions
c. avoid estimates
Question 7Assigning males the value of zero and females the value of one in a database to record the gender of the respondents is an example of _____.
a. coding
b. test tabulation
c. editing
d. verification
Question 8Negative deviations observed at any hierarchical level necessitate which of the following?
a. respondent action c. reversal action
b. corrective action d. mandated action
Question 9Positioning is the physical space a product assumes on a store shelf, and companies pay huge sums of money to have their products first in line.
Indicate whether the statement is true or false
Question 10Which of the following is an advantage of focus group interviews?
a. provide multiple perspectives
b. low degree of scrutiny
c. inexpensive
d. easy to use for sensitive topics
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