Marketing Research, Chapter 15

A fixed-alternative question that requires the respondent to choose one of two alternatives

A fixed-alternative question that requires the respondent to choose one response from among multiple alternatives

A fixed-alternative question that asks for an answer about general frequency of occurence

A fixed-alternative question that allows the respondent to provide multiple answers to a single question by checking off items

A question that suggests or implies certain answers

A question that suggests a socially desirable answer or is emotionally charged

An introductory statement or preamble to a potentially embarrassing question that reduces a respondent's reluctance to answer by suggesting that certain behavior is not unusual

Using two alternative phrasings of the same question for respective halves of a sample to elicit a more accurate total response than would a single phrasing

A question that may induce bias because it covers two issues at once

Asking respondents to remember something without providing any clue

Asking the respondent to remember something and giving them a clue to help

Bias caused by the influence of earlier questions in a questionnaire or by an answer's position in a set of answers

Asking general questions before specific questions in order to obtain unbiased responses

A question that screens out respondents who are not qualified to answer a second question

A filter question used to determine which version of a second question will be asked