In a survey of consumers in an Eastern European nation, respondents were asked
two questions about each of 400 famous Western brands: whether or not they
recognized the brand name and whether or not they thought the products bearing
that name were of high quality. The results of the survey were a rating and
corresponding rank order for each brand based on recognition, and a second
rating-plus-ranking based on approval. The brands ranked in the top 27 for
recognition were those actually available in that nation. The approval rankings of
these 27 brands often differed sharply from their recognition rankings. By
contrast, most of the other brands had ratings, and thus rankings, that were
essentially the same for recognition as for approval.
Which one of the following, if each is a principle about consumer surveys, is
violated by the survey described?
(A) Never ask all respondents a question if it cannot reasonably be answered by
respondents who make a particular response to another question in the same
survey.
(B) Never ask a question that is likely to generate a large variety of responses that
are difficult to group into a manageable number of categories.
(C) Never ask all respondents a question that respondents cannot answer without
giving up their anonymity.
(D) It is better to ask the same question about ten different products than to ask
ten different questions about a single product.
(E) It is best to ask questions that a respondent can answer without fear of having
gotten the answer wrong.
two questions about each of 400 famous Western brands: whether or not they
recognized the brand name and whether or not they thought the products bearing
that name were of high quality. The results of the survey were a rating and
corresponding rank order for each brand based on recognition, and a second
rating-plus-ranking based on approval. The brands ranked in the top 27 for
recognition were those actually available in that nation. The approval rankings of
these 27 brands often differed sharply from their recognition rankings. By
contrast, most of the other brands had ratings, and thus rankings, that were
essentially the same for recognition as for approval.
Which one of the following, if each is a principle about consumer surveys, is
violated by the survey described?
(A) Never ask all respondents a question if it cannot reasonably be answered by
respondents who make a particular response to another question in the same
survey.
(B) Never ask a question that is likely to generate a large variety of responses that
are difficult to group into a manageable number of categories.
(C) Never ask all respondents a question that respondents cannot answer without
giving up their anonymity.
(D) It is better to ask the same question about ten different products than to ask
ten different questions about a single product.
(E) It is best to ask questions that a respondent can answer without fear of having
gotten the answer wrong.
