Question 1

The selection,training,supervision,validation,and evaluation of field workers is much more streamlined in social media fieldwork than in traditional fieldwork.

Accepted Answer

A) True 
 B)False  True

Question 2

Research staff collecting and analyzing data from social media are normally part-time employees of the research firm.

Accepted Answer

A) True 
 B)False  False

Question 3

In a short essay,discuss the importance of properly evaluating field workers and discuss five elements that are important when conducting these evaluations.

Accepted Answer

It is important to evaluate field workers to provide feedback on their performance.Evaluation helps identify the more effective field workers in order to build a better,higher-quality field force.The evaluation criteria should be clearly communicated to the field workers during their training.The evaluation of field workers should be based on the criteria of quantity and quality.Interviewers can be compared in terms of total cost per completed interview.Field workers should also be evaluated on how they spend their time.Time should be broken down into categories such as actual interviewing,travel,and administration.It is important to monitor response rates on a timely basis so that corrective action can be taken if these rates are too low.Supervisors can help interviewers with an inordinate number of refusals by listening to the introductions they use and providing immediate feedback.When all the interviews are over,different field workers' percentage of refusals can be compared to identify the better workers.

Question 4

Which statement is correct about terminating the interview?

Accepted Answer

A) Any spontaneous comments the respondent offers after the formal questions have been asked should be recorded. 
B) The interviewer should answer the respondent's questions about the project. 
C) The respondent should be left with a positive feeling about the interview. 
D) All of the above statements are correct. 
A) Any spontaneous comments the respondent offers after the formal questions have been asked should be recorded. 
B) The interviewer should answer the respondent's questions about the project. 
C) The respondent should be left with a positive feeling about the interview. 
D) All of the above statements are correct.

Question 5

Which statement does not apply only to international research?

Accepted Answer

A) Local fieldwork agencies are unavailable in many countries. 
B) Local field workers can create an appropriate climate for the interview and be sensitive to the concerns of the respondents. 
C) A global approach to marketing research is desired,which may require using the same methodologies for studies conducted in the United States so that U.S.data can be compared to other countries. 
D) Interviewer cheating may be more of a problem in many foreign countries than in the United States. 
A) Local fieldwork agencies are unavailable in many countries. 
B) Local field workers can create an appropriate climate for the interview and be sensitive to the concerns of the respondents. 
C) A global approach to marketing research is desired,which may require using the same methodologies for studies conducted in the United States so that U.S.data can be compared to other countries. 
D) Interviewer cheating may be more of a problem in many foreign countries than in the United States.

Question 6

Interviewers should record responses after the interview.

Accepted Answer

A) True 
 B)False

Question 7

In their guidelines on interviewing,the Insights Association suggests that interviewers keep a tally on each terminated interview and the reason for each termination.

Accepted Answer

A) True 
 B)False

Question 8

"Do not summarize or paraphrase the respondent's answers." would be instructions included in the ________ aspect of field worker training?

Accepted Answer

A) terminating the interview 
B) probing 
C) recording the answer 
D) asking questions 
A) terminating the interview 
B) probing 
C) recording the answer 
D) asking questions

Question 9

If you are receiving field worker training and are told to use an expectant pause or to reassure the respondent with comments like,"There are no right or wrong answers.We are just trying to get your opinions." then you are learning about which aspect of field worker training?

Accepted Answer

A) probing 
B) making initial contact 
C) asking questions 
D) recording the answer 
A) probing 
B) making initial contact 
C) asking questions 
D) recording the answer

Question 10

The evaluation of field workers should be based on which of the following criteria?

Accepted Answer

A) cost and time 
B) response rates 
C) quality of the data 
D) all of the above 
A) cost and time 
B) response rates 
C) quality of the data 
D) all of the above

Question 11

Cheating involves falsifying part of a question or the entire questionnaire.

Accepted Answer

A) True 
 B)False

Question 12

Supervision of field workers includes all of the following except ________.

Accepted Answer

A) quality control and editing 
B) sampling 
C) control of cheating 
D) central office control 
A) quality control and editing 
B) sampling 
C) control of cheating 
D) central office control

Question 13

Which statement is not true about probing?

Accepted Answer

A) Probing is intended to motivate respondents to enlarge on,clarify,or explain their answers. 
B) Probing helps respondents focus on the specific content of the interview and provide only relevant information. 
C) Changing the phrasing or order of questions during the interview can make significant differences in the response obtained. 
D) Probing should not introduce any bias. 
A) Probing is intended to motivate respondents to enlarge on,clarify,or explain their answers. 
B) Probing helps respondents focus on the specific content of the interview and provide only relevant information. 
C) Changing the phrasing or order of questions during the interview can make significant differences in the response obtained. 
D) Probing should not introduce any bias.

Question 14

The evaluation of field workers should be based on the criteria of cost and time,response rates,quality of interviewing,and quality of data.

Accepted Answer

A) True 
 B)False

Question 15

Researchers generally agree that the more characteristics the interviewer and the respondent have in common,the smaller the probability of a successful interview.

Accepted Answer

A) True 
 B)False

Question 16

In a short essay,discuss the importance of properly supervising field workers and list and discuss the four elements of field worker supervision.

Accepted Answer

Supervision of field workers means makin

Question 17

(AO?)stands for the probing comment "any other reason."

Accepted Answer

A) True 
 B)False

Question 18

Discuss four of the probing techniques.

Accepted Answer

∙ Repeating the question.Repeating the q

Question 19

The general rule for recording answers to unstructured questions is to check the box that reflects the respondent's answer.

Accepted Answer

A) True 
 B)False

Question 20

If interviewer costs differ by city size,comparisons should be made only among field workers working in comparable cities.

Accepted Answer

A) True 
 B)False

Exam 13: Fieldwork

The selection,training,supervision,validation,and evaluation of field workers is much more streamlined in social media fieldwork than in traditional fieldwork.

Research staff collecting and analyzing data from social media are normally part-time employees of the research firm.

In a short essay,discuss the importance of properly evaluating field workers and discuss five elements that are important when conducting these evaluations.

Which statement is correct about terminating the interview?

Which statement does not apply only to international research?

Interviewers should record responses after the interview.

In their guidelines on interviewing,the Insights Association suggests that interviewers keep a tally on each terminated interview and the reason for each termination.

"Do not summarize or paraphrase the respondent's answers." would be instructions included in the ________ aspect of field worker training?

If you are receiving field worker training and are told to use an expectant pause or to reassure the respondent with comments like,"There are no right or wrong answers.We are just trying to get your opinions." then you are learning about which aspect of field worker training?

The evaluation of field workers should be based on which of the following criteria?

Cheating involves falsifying part of a question or the entire questionnaire.

Supervision of field workers includes all of the following except ________.

Which statement is not true about probing?

The evaluation of field workers should be based on the criteria of cost and time,response rates,quality of interviewing,and quality of data.

Researchers generally agree that the more characteristics the interviewer and the respondent have in common,the smaller the probability of a successful interview.

In a short essay,discuss the importance of properly supervising field workers and list and discuss the four elements of field worker supervision.

(AO?)stands for the probing comment "any other reason."

Discuss four of the probing techniques.

The general rule for recording answers to unstructured questions is to check the box that reflects the respondent's answer.

If interviewer costs differ by city size,comparisons should be made only among field workers working in comparable cities.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Data Preparation

Frequency Distribution,cross-Tabulation,and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

Filters