Exam 13: Fieldwork

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

Fieldwork is the sixth step in the marketing research process.

Discuss four of the probing techniques.

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

The quality of interviewing should be evaluated in terms of .

List and discuss the major areas of the fieldwork/data collection process.

Which SPSS data entry product allows you to simulate a proper CATI system because you can prepopulate the data with the phone number and basic details of the respondent so the information appears as the operator moves through the list?

In their guidelines on interviewing, the Council of American Survey Research Organizations suggests that interviewers have unnecessary side conversations with the respondent in an effort to make the respondent more comfortable.

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

means verifying that the field workers are submitting authentic interviews.

To make the respondents more comfortable and informed, some marketing research firms and fieldwork agencies provide potential respondents with toll free numbers to verify the information given by the field workers and to take the survey over the phone.

Which SPSS data entry product allows you to simply print the form after it has been designed for a mail survey or personal interviewing?

Field workers should be evaluated on which of the following?

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

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

Which aspect of supervision ensures that the interviewers strictly follow the sampling plan rather than select sampling units based on convenience or accessibility?

Supervisors can help interviewers with an inordinate number of refusals by listening to the introductions they use and providing immediate feedback.

Training ensures that all interviewers administer the questionnaire in the same manner so that the data can be collected uniformly.

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

If you are receiving field worker training and you are being told to "Ask questions in the order in which they appear in the questionnaire" and to "Repeat questions that are not understood," then you are learning about which aspect of field worker training?