1) Where should the demographic questions go in a questionnaire and why? (4 points)
2) Warm-up questions should be easy enough for the respondent to answer quickly but hard enough
that the respondent feels like he/she is providing meaningful information. What are some of the
consequences if the warm-up questions are too difficult or too easy? (4 points)
3) What’s the problem if a survey is highly reliable but invalid? What does “highly reliable” and
“invalid” mean? (4 points)
4) Measurement scales can be thought of in terms of the amount of information the response to the
scale contains. For example, students can be graded pass/fail, A through F, or with a percentage
(i.e., 85%) grade? What level of measurement is each of these three scales and which provides the
most information? (8 points)
5) The “group process” is a strength when focus groups are used for idea generation and a weakness
when focus groups are used for the evaluation of concepts? Explain why this is the case. (4 points)
6) Why are probing questions like “what, if anything,” or “to what extent, if at all” good qualitative
questions? (4 points)
7) It is rarely advisable to increase the sample size above 50 respondents for any given segment in a
quantitative survey. Why? (2 points)
8) It is rarely advisable to conduct more than 4 focus groups with any given respondent type regarding
any specific topic. Why? (2 points)
9) “Respondent control” can be both a strength and a weakness regarding self-administered surveys.
Why? (4 points)
10) “Person-administered” surveys provide strengths and weaknesses regarding data quality? What are
two strengths and two weaknesses of “person-administered” surveys? (8 points)
11) Telephone surveys stand-out among methodologies for their ability to deliver geographic
representativeness; however, their use is declining. Why? (4 points)
12) What’s wrong with the following question: On a scale of “1” to “5,” where “1” indicates “strongly
disagree” and “5” indicates “strongly agree,” rate product X on its convenience to use and
availability? (4 points)
13) When should a scale use a neutral center-point? (4 points)
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