22. 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
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发表于 2003-5-16 23:08:00
