Question 1

Fieldworker errors and respondent errors are both classified into:

Accepted Answer

A) intentional and unintentional errors. 
B) conscious and unconscious errors. 
C) voluntary and involuntary errors. 
D) purposeful and purposeless errors. 
E) false positive and false negative errors. 
A) intentional and unintentional errors. 
B) conscious and unconscious errors. 
C) voluntary and involuntary errors. 
D) purposeful and purposeless errors. 
E) false positive and false negative errors.

Question 2

Which of the following is a phrase used to identify the percentage of the sample that did not answer a particular question?

Accepted Answer

A) validation check 
B) reversals of scale end-points 
C) item omission 
D) break-off 
E) role-playing 
A) validation check 
B) reversals of scale end-points 
C) item omission 
D) break-off 
E) role-playing

Question 3

Interviewer cheating occurs when the respondent intentionally misrepresents an interviewer.

Accepted Answer

A) True 
 B)False

Question 4

Item omission is the phrase sometimes used to identify the percentage of the sample that did not answer a particular question.

Accepted Answer

A) True 
 B)False

Question 5

When respondents have a tendency to respond favorably or unfavorably regardless of the question,he or she is categorized under:

Accepted Answer

A) yea or nay-saying pattern. 
B) incomplete response. 
C) nonresponse to specific questions. 
D) attention loss and fatigue. 
E) middle-of-the-road pattern. 
A) yea or nay-saying pattern. 
B) incomplete response. 
C) nonresponse to specific questions. 
D) attention loss and fatigue. 
E) middle-of-the-road pattern.

Question 6

________ is the phase of the marketing research process during which respondents provide their answers or information to inquiries posed to them by the researcher.

Accepted Answer

A) Data coding 
B) Interviewing 
C) Data analysis 
D) Sampling 
E) Data collection 
A) Data coding 
B) Interviewing 
C) Data analysis 
D) Sampling 
E) Data collection

Question 7

Reversal of scale endpoints may be useful for controlling a respondent's:

Accepted Answer

A) tendency to guess answers. 
B) false answers. 
C) nonresponse. 
D) attention loss. 
E) misunderstandings. 
A) tendency to guess answers. 
B) false answers. 
C) nonresponse. 
D) attention loss. 
E) misunderstandings.

Question 8

Nonsampling error is defined as all errors in a survey except those attributable to the data gathering and data interpretation.

Accepted Answer

A) True 
 B)False

Question 9

________ are meetings in which the supervisor introduces the survey and questionnaire administration requirements to the fieldworkers.

Accepted Answer

A) Leading the respondents 
B) Reward programs 
C) Validation checks 
D) Orientation sessions 
E) Third-person techniques 
A) Leading the respondents 
B) Reward programs 
C) Validation checks 
D) Orientation sessions 
E) Third-person techniques

Question 10

________ is defined as all errors in a survey except those attributable to the sample plan and sample size.

Accepted Answer

A) Transcriptional error 
B) Sampling risk 
C) Continuity error 
D) Nonsampling error 
E) Sampling frame 
A) Transcriptional error 
B) Sampling risk 
C) Continuity error 
D) Nonsampling error 
E) Sampling frame

Question 11

Validation helps avoid distractions and eliminates attention loss.

Accepted Answer

A) True 
 B)False

Question 12

Confidentiality occurs when the interviewer phrases his or her question in terms of a third person who is similar to the respondent.

Accepted Answer

A) True 
 B)False

Question 13

Response rate is calculated as the number of units in the sample divided by the number of completed interviews.

Accepted Answer

A) True 
 B)False

Question 14

Data coding is defined as the identification of code values that are associated with the possible responses for each question on the questionnaire.

Accepted Answer

A) True 
 B)False

Question 15

An ________ occurs whenever a fieldworker commits an error while believing that he or she is performing correctly.

Accepted Answer

A) instinctive interviewer error 
B) intentional respondent error 
C) unintentional interviewer error 
D) unintentional respondent error 
E) intentional interviewer error 
A) instinctive interviewer error 
B) intentional respondent error 
C) unintentional interviewer error 
D) unintentional respondent error 
E) intentional interviewer error

Question 16

Which of the following is NOT an example of how an interviewer might lead a respondent?

Accepted Answer

A) giving verbal cues over the telephone such as "uh-huh" to responses the interviewer disagrees with 
B) interviewer nodding his or head slightly as a "yes" to a question he or she agrees with 
C) responding to a respondent by saying "I thought you would say 'yes' as over 90% of my respondents have agreed on this issue." 
D) asking the question "Is conserving electricity a concern for you?" instead of,"Isn't conserving electricity a concern for you?" 
E) verbal cues such as "okay" over the telephone to responses interviewers agree with 
A) giving verbal cues over the telephone such as "uh-huh" to responses the interviewer disagrees with 
B) interviewer nodding his or head slightly as a "yes" to a question he or she agrees with 
C) responding to a respondent by saying "I thought you would say 'yes' as over 90% of my respondents have agreed on this issue." 
D) asking the question "Is conserving electricity a concern for you?" instead of,"Isn't conserving electricity a concern for you?" 
E) verbal cues such as "okay" over the telephone to responses interviewers agree with

Question 17

Assuring confidentiality is one way to minimize falsehoods on surveys.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following would most likely minimize interviewer cheating and errors like leading the respondents?

Accepted Answer

A) hiring honest interviewers 
B) third-person techniques 
C) supervision and validation 
D) orientation sessions 
E) financial incentives 
A) hiring honest interviewers 
B) third-person techniques 
C) supervision and validation 
D) orientation sessions 
E) financial incentives

Question 19

Which of the following organizations has provided the industry with a standard for calculating response rates?

Accepted Answer

A) Direct Marketing Association (DM
A)  
B) International Marketing & Research Association (IMR
A)  
C) Council of American Survey Research Organizations (CASRO) 
D) Marketing Research Association 
E) International Council for Response Rate Standardization 
A) Direct Marketing Association (DM
A)  
B) International Marketing & Research Association (IMR
A)  
C) Council of American Survey Research Organizations (CASRO) 
D) Marketing Research Association 
E) International Council for Response Rate Standardization

Question 20

________ are defined as errors committed by the individuals who administer questionnaires,typically interviewers.

Accepted Answer

A) Fieldworker errors 
B) Respondent errors 
C) Forecast errors 
D) Continuity errors 
E) False positive errors 
A) Fieldworker errors 
B) Respondent errors 
C) Forecast errors 
D) Continuity errors 
E) False positive errors

Fieldworker errors and respondent errors are both classified into:

Which of the following is a phrase used to identify the percentage of the sample that did not answer a particular question?

Interviewer cheating occurs when the respondent intentionally misrepresents an interviewer.

Item omission is the phrase sometimes used to identify the percentage of the sample that did not answer a particular question.

When respondents have a tendency to respond favorably or unfavorably regardless of the question,he or she is categorized under:

________ is the phase of the marketing research process during which respondents provide their answers or information to inquiries posed to them by the researcher.

Reversal of scale endpoints may be useful for controlling a respondent's:

Nonsampling error is defined as all errors in a survey except those attributable to the data gathering and data interpretation.

________ are meetings in which the supervisor introduces the survey and questionnaire administration requirements to the fieldworkers.

________ is defined as all errors in a survey except those attributable to the sample plan and sample size.

Validation helps avoid distractions and eliminates attention loss.

Confidentiality occurs when the interviewer phrases his or her question in terms of a third person who is similar to the respondent.

Response rate is calculated as the number of units in the sample divided by the number of completed interviews.

Data coding is defined as the identification of code values that are associated with the possible responses for each question on the questionnaire.

An ________ occurs whenever a fieldworker commits an error while believing that he or she is performing correctly.

Which of the following is NOT an example of how an interviewer might lead a respondent?

Assuring confidentiality is one way to minimize falsehoods on surveys.

Which of the following would most likely minimize interviewer cheating and errors like leading the respondents?

Which of the following organizations has provided the industry with a standard for calculating response rates?

________ are defined as errors committed by the individuals who administer questionnaires,typically interviewers.

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Secondary Data Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Understanding Measurement, developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters

Exam 11: Dealing With Fieldwork and Data Quality

Fieldworker errors and respondent errors are both classified into:

Which of the following is a phrase used to identify the percentage of the sample that did not answer a particular question?

Interviewer cheating occurs when the respondent intentionally misrepresents an interviewer.

Item omission is the phrase sometimes used to identify the percentage of the sample that did not answer a particular question.

When respondents have a tendency to respond favorably or unfavorably regardless of the question,he or she is categorized under:

________ is the phase of the marketing research process during which respondents provide their answers or information to inquiries posed to them by the researcher.

Reversal of scale endpoints may be useful for controlling a respondent's:

Nonsampling error is defined as all errors in a survey except those attributable to the data gathering and data interpretation.

________ are meetings in which the supervisor introduces the survey and questionnaire administration requirements to the fieldworkers.

________ is defined as all errors in a survey except those attributable to the sample plan and sample size.

Validation helps avoid distractions and eliminates attention loss.

Confidentiality occurs when the interviewer phrases his or her question in terms of a third person who is similar to the respondent.

Response rate is calculated as the number of units in the sample divided by the number of completed interviews.

Data coding is defined as the identification of code values that are associated with the possible responses for each question on the questionnaire.

An ________ occurs whenever a fieldworker commits an error while believing that he or she is performing correctly.

Which of the following is NOT an example of how an interviewer might lead a respondent?

Assuring confidentiality is one way to minimize falsehoods on surveys.

Which of the following would most likely minimize interviewer cheating and errors like leading the respondents?

Which of the following organizations has provided the industry with a standard for calculating response rates?

________ are defined as errors committed by the individuals who administer questionnaires,typically interviewers.

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Secondary Data Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Understanding Measurement, developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters