Question 1

Supervision of field workers includes all of the following except .

Accepted Answer

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

Question 2

The persons who design the research frequently collect marketing research data.

Accepted Answer

A) True 
 B)False  False

Question 3

Supervisors should keep daily records of the number of calls made, number of not- at- homes, number of refusals, number of completed interviews for each interviewer, and the total for all interviewers under their control. These daily records are a part of .

Accepted Answer

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

Question 4

List the guidelines for asking questions.

Accepted Answer

· Be thoroughly familiar with the questi

Question 5

Which SPSS data entry product allows you to upload a copy of the questionnaire to a Web server so that data- entry operators or respondents can log on using a password and enter their results without having to install anything on their local machine?

Accepted Answer

A)  SPSS DE Builder 
B)  SPSS Data Entry Station 
C)  SPSS Data Entry Enterprise Server (DEES) 
D)  none of the above 
A)  SPSS DE Builder 
B)  SPSS Data Entry Station 
C)  SPSS Data Entry Enterprise Server (DEES) 
D)  none of the above

Question 6

Indicators of quality data include all of the following except .

Accepted Answer

A)  item nonresponse occurs infrequently 
B)  all instructions, including skip patterns, are followed 
C)  the answers to unstructured questions are meaningful and complete enough to be coded 
D)  providing a tally on each terminated interview and the reason for termination 
A)  item nonresponse occurs infrequently 
B)  all instructions, including skip patterns, are followed 
C)  the answers to unstructured questions are meaningful and complete enough to be coded 
D)  providing a tally on each terminated interview and the reason for termination

Question 7

Which of the following initial contact statements should be avoided?

Accepted Answer

A)  May I have some of your valuable time? 
B)  We highly value your opinion and would like to ask you a few questions. 
C)  Would you like to answer a few questions? 
D)  Both A and C should be avoided. 
A)  May I have some of your valuable time? 
B)  We highly value your opinion and would like to ask you a few questions. 
C)  Would you like to answer a few questions? 
D)  Both A and C should be avoided.

Question 8

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 9

The training of field workers is critical. Which of the following statements is not true regarding making the initial contact?

Accepted Answer

A)  The initial contact can result in cooperation or the loss of potential respondents. 
B)  Interviewers should be trained to make opening remarks that will convince potential respondents that their participation is important. 
C)  The interviewer should specifically ask the respondent's permission. 
D)  The interviewer should be instructed on handling objections and refusals. 
A)  The initial contact can result in cooperation or the loss of potential respondents. 
B)  Interviewers should be trained to make opening remarks that will convince potential respondents that their participation is important. 
C)  The interviewer should specifically ask the respondent's permission. 
D)  The interviewer should be instructed on handling objections and refusals.

Question 10

Supervisors involved in quality control and editing should do all of the following except .

Accepted Answer

A)  supervisors should do some interviewing 
B)  supervisors should collect questionnaires and other forms and edit them daily 
C)  supervisors should keep a record of hours worked and expenses 
D)  supervisors should provide tabulation of important demographic characteristics 
A)  supervisors should do some interviewing 
B)  supervisors should collect questionnaires and other forms and edit them daily 
C)  supervisors should keep a record of hours worked and expenses 
D)  supervisors should provide tabulation of important demographic characteristics

Question 11

Which statement is not true about probing?

Accepted Answer

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

Question 12

As a part of central office control, supervisors should keep a record of hours worked and expenses.

Accepted Answer

A) True 
 B)False

Question 13

Interviewers should record responses after the interview.

Accepted Answer

A) True 
 B)False

Question 14

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 15

When recording respondents' answers, interviewers should include all probes and comments.

Accepted Answer

A) True 
 B)False

Question 16

To validate the study, the supervisors call 25 to 30 percent of the respondents to inquire whether the field workers actually conducted the interviews.

Accepted Answer

A) True 
 B)False

Question 17

Which statement does not apply only to international research?

Accepted Answer

A)  Local fieldwork agencies are unavailable in many countries. 
B)  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. 
C)  Local field workers can create an appropriate climate for the interview and be sensitive to the concerns of the respondents. 
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)  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. 
C)  Local field workers can create an appropriate climate for the interview and be sensitive to the concerns of the respondents. 
D)  Interviewer cheating may be more of a problem in many foreign countries than in the United States.

Question 18

Which of the following is not one of the general qualifications of fieldworkers?

Accepted Answer

A)  experienced and middle- aged 
B)  outgoing 
C)  pleasant appearance 
D)  healthy 
A)  experienced and middle- aged 
B)  outgoing 
C)  pleasant appearance 
D)  healthy

Question 19

In their guidelines on interviewing, the Council of American Survey Research Organizations suggests that interviewers keep a tally on each terminated interview and the reason for each termination.

Accepted Answer

A) True 
 B)False

Question 20

Respecting the respondent's privacy, feelings, and dignity and ensuring the integrity of the data collection process are aspects of .

Accepted Answer

A)  ethics in marketing research 
B)  supervision of field workers 
C)  evaluation of field workers 
D)  training of field workers 
A)  ethics in marketing research 
B)  supervision of field workers 
C)  evaluation of field workers 
D)  training of field workers

Exam 13: Fieldwork

Supervision of field workers includes all of the following except .

The persons who design the research frequently collect marketing research data.

Supervisors should keep daily records of the number of calls made, number of not- at- homes, number of refusals, number of completed interviews for each interviewer, and the total for all interviewers under their control. These daily records are a part of .

List the guidelines for asking questions.

Which SPSS data entry product allows you to upload a copy of the questionnaire to a Web server so that data- entry operators or respondents can log on using a password and enter their results without having to install anything on their local machine?

Indicators of quality data include all of the following except .

Which of the following initial contact statements should be avoided?

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

The training of field workers is critical. Which of the following statements is not true regarding making the initial contact?

Supervisors involved in quality control and editing should do all of the following except .

Which statement is not true about probing?

As a part of central office control, supervisors should keep a record of hours worked and expenses.

Interviewers should record responses after the interview.

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

When recording respondents' answers, interviewers should include all probes and comments.

To validate the study, the supervisors call 25 to 30 percent of the respondents to inquire whether the field workers actually conducted the interviews.

Which statement does not apply only to international research?

Which of the following is not one of the general qualifications of fieldworkers?

In their guidelines on interviewing, the Council of American Survey Research Organizations suggests that interviewers keep a tally on each terminated interview and the reason for each termination.

Respecting the respondent's privacy, feelings, and dignity and ensuring the integrity of the data collection process are aspects of .

Introduction to Marketing

Defining the Marketing Research

Research Design

Exploratory Research Design

Exploratory Research Design

Descriptive Research Design

Causal Research Design

Measurement and Scaling

Measurement and Scaling

Questionnaire and Form

Sampling: Design and

Sampling: Final and Initial

Data Preparation

Frequency Distribution, Crosstabulation, and Hypothesis

Analysis of Variance and

Correlation and Regression

Discriminant and Logit

Factor Analysis

Cluster Analysis

Multidimensional Scaling and

Structural Equation Modeling

Report Preparation and

International Marketing

Filters