Assessment of Skills and Knowledge(ASK) in Fundamental Marketing Concepts Practice Test

Where should neutral survey items be placed in order to establish rapport with respondents?

1. At the end of the survey

2. In the middle of the survey

3. At the beginning of the survey

4. In a separate post-survey question

The correct answer is: At the beginning of the survey

Placing neutral survey items at the beginning of the survey is an effective strategy for establishing rapport with respondents. When respondents first encounter neutral and non-threatening questions, it helps to create a comfortable atmosphere that encourages them to share their opinions. This approach minimizes any potential anxiety or defensiveness they might feel, as they are not immediately confronted with more sensitive or polarizing questions. Moreover, starting with neutral items can serve as a warm-up that gets respondents engaged without overwhelming them. It allows them to become familiar with the survey format and flow, leading to a more positive experience overall. This can result in more thoughtful and honest responses throughout the remainder of the survey. By contrast, placing neutral items at other points, such as the end or in a separate post-survey section, may miss the opportunity to build rapport early on, potentially leading to disengaged or less reliable responses as the survey progresses.