181              OPEN-ENDED QUESTIONCOMPREHENSION

“Why do you smoke?” is an example of which type of question?

a.Likert scale

b.fixed alternative

c.dichotomous

d.open-ended

e.semantic differential

182              OPEN-ENDED QUESTIONAPPLICATION

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, a great deal of information was gathered from a sample of women to determine what types of items should be carried, the image of the store, its advertising, etc.  Which of the following is an example of an open-ended question that might have been asked in the survey?

a.“Do you wear a dress larger than size 12?”

b.“How old are you?”

c.“Would you shop at a store that only sold plus-size clothing?”

d.“Why do you wear that particular fashion style?”

e.“Do you think the stores should use bright- or subtle-colored fixtures?”

Figure 4: Question 1

183              OPEN-ENDED QUESTIONAPPLICATION

Consider Figure 8-4: Question 1 above, which is part of a Wendy’s survey that assessed fast-food restaurant preferences among present and prospective consumers.  Question 1 illustrates which type of question format?

a.dichotomous

b.open-ended

c.close-ended

d.attitudinal

e.semantic differential

184              CLOSED-END / FIXED-ALTERNATIVE QUESTIONKNOWLEDGE

A(n) __________ question requires respondents to select one or more response options from a set of predetermined choices.

a.depth interview

b.open-ended

c.fixed-alternative

d.attitudinal

e.semantic differential

185              CLOSED-END / FIXED-ALTERNATIVE QUESTIONKNOWLEDGE

A fixed alternative question requires respondents to select one or more response option from the set of predetermined choices.  Another name for this kind of question is a(n)

a.dichotomous question.

b.open-ended question.

c.attitudinal question.

d.closed-end question.

e.semantic differential question.

186              CLOSED-END / FIXED-ALTERNATIVE QUESTIONAPPLICATION

Before opening six Torrid plus-size-only retail stores that cater to women aged 15-30, a great deal of information was gathered from a sample of women to determine what types of items should be carried, the image of the store, its advertising, etc.  Which of the following is an example of a closed-end question that might have been asked?

a.Why would you want to shop at a store that carries plus-size clothing?

b.In what ways might you be uncomfortable shopping at a plus-size-only retailer?

c.Would you be interested in buying the Torrid merchandise on the Internet?  ___ Yes  ___ No

d.What type of person would shop at Torrid?

e.None of the above questions is an example of a closed-ended question.

187              DICHOTOMOUS QUESTIONKNOWLEDGE

A(n) __________ question is the simplest form of a fixed alternative question that allows only a “yes” or “no” response.

a.dichotomous

b.open-ended

c.closed-end

d.attitudinal

e.semantic differential

188              DICHOTOMOUS QUESTIONCOMPREHENSION

“Have you been to a dentist within the past 6 months?  ___ Yes  ___ No?” is an example of which type of question?

a.Likert scale

b.semantic differential

c.dichotomous

d.open-ended

e.evaluative

Figure 4: Question 2

189              DICHOTOMOUS QUESTIONAPPLICATION

Consider Figure 8-4: Question 2 above, which is part of a Wendy’s survey that assessed fast-food restaurant preferences among present and prospective consumers.  Question 2 illustrates which type of question format?

a.dichotomous

b.open-ended

c.Likert scale

d.attitudinal

e.semantic differential

190              DICHOTOMOUS QUESTIONAPPLICATION

A survey asked consumers of dental products the following question “Have you used toothpaste in the past week?  ___ Yes  ___ No”  The results of this question show that 92.6 percent of the people in New York City have used toothpaste in the past week and 87.2 percent of people in Los Angeles have used toothpaste during the same period.  This information was gathered by using which type of question?

a.open-ended

b.dichotomous

c.holistic

d.evaluative

e.Likert scale