Exam 11: Dealing with Fieldwork and Data Quality

Sometimes the opportunity arises to use the ________,in which,instead of directly quizzing the respondent about a subject that might be embarrassing,the interviewer couches the question in terms of another person who is similar to the respondent.

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(Multiple Choice)

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Question 1

Correct Answer:

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It is important for researchers to know both the sources of nonsampling errors as well as ways to minimize its effect.Describe intentional and unintentional errors as well as the causes.

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(Essay)

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Question 2

Correct Answer:

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Commentary should include a statement that reiterates that researchers must know both the sources of nonsampling error and ways to minimize its effect on total error.Answers may include a statement that the data collection phase of marketing research holds great potential for nonsampling errors.Answers should mention that intentional and unintentional errors on the parts of both interviewers and respondents must be regulated.Dishonesty,misunderstanding,and fatigue affect fieldworkers,whereas falsehoods,refusals,misunderstanding,and fatigue affect respondents.

Incentives sometimes compel respondents to be more truthful while also discouraging nonresponse.

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(True/False)

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Question 3

Correct Answer:

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True

Generally,there is great potential for large nonsampling error to occur during the:

(Multiple Choice)

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Question 4

The widespread popularity of online panels has given rise to a great many panel companies,some of which have been praised for superiority in data quality controls.

(True/False)

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Question 5

Validation verifies that the interviewer did the work and is aimed at the falsification/cheating problem.

(True/False)

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Question 6

The strategy aimed at the falsification/cheating problem is:

(Multiple Choice)

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Question 7

The marketing research industry does not currently have an acceptable way to calculate a survey's response rate.

(True/False)

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Question 8

The control of unintentional respondent error takes various forms including all of the following EXCEPT:

(Multiple Choice)

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Question 9

The American Association for Public Opinion Research offers these guidelines regarding what constitutes a completed survey: complete survey: 80%-100% of applicable questions answered,partial completion: 50%-80% answered,and break-off: less than 50% answered.

(True/False)

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Question 10

The advantage of a code book that describes the data file is that any ________ can work on the dataset.

(Multiple Choice)

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Question 11

With online surveys most bothersome,problems during questionnaire screening problems can usually be prevented by selecting ________ that prevent the occurrence of such errors.

(Multiple Choice)

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Question 12

An industry standard is to randomly select 15%-25 % of the completed surveys for purposes of making a call-back to validate that the interview was conducted.

(True/False)

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Question 13

For the vast majority of surveys,respondents' answers are typically contained in an electronic ________,a matrix arrangement of numbers(mainly)in rows and columns similar to a Microsoft Excel spreadsheet.

(Multiple Choice)

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Question 14

With a code book that describes the data file,any analyst can work on the dataset,regardless of whether that analyst was involved in the research project during its earlier stages or not.

(True/False)

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Question 15

Data quality is a concern for marketing researchers,which means the researcher must examine the responses for data quality problems prior to analysis.

(True/False)

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Question 16

Nonresponses as well as answers with a suspicious pattern necessitate ________ in the marketing research process that involves inspecting respondents' answers in the dataset.

(Multiple Choice)

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Question 17

There are four types of nonresponse error: refusals to participate in the survey,break-offs during the interview,survey cheating,and refusals to answer specific questions.

(True/False)

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Question 18

Panel companies claim to provide samples of very specific ________ by inviting only those panel members who qualify on specific criteria to participate in any given survey.

(Multiple Choice)

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Question 19

Few statistical analysis programs have features that enable users to identify the number codes and the associated word labels,which presents an obstacle to analysis.

(True/False)

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Question 20

Showing 1 - 20 of 100

Sometimes the opportunity arises to use the ________,in which,instead of directly quizzing the respondent about a subject that might be embarrassing,the interviewer couches the question in terms of another person who is similar to the respondent.

It is important for researchers to know both the sources of nonsampling errors as well as ways to minimize its effect.Describe intentional and unintentional errors as well as the causes.

Incentives sometimes compel respondents to be more truthful while also discouraging nonresponse.

Generally,there is great potential for large nonsampling error to occur during the:

The widespread popularity of online panels has given rise to a great many panel companies,some of which have been praised for superiority in data quality controls.

Validation verifies that the interviewer did the work and is aimed at the falsification/cheating problem.

The strategy aimed at the falsification/cheating problem is:

The marketing research industry does not currently have an acceptable way to calculate a survey's response rate.

The control of unintentional respondent error takes various forms including all of the following EXCEPT:

The American Association for Public Opinion Research offers these guidelines regarding what constitutes a completed survey: complete survey: 80%-100% of applicable questions answered,partial completion: 50%-80% answered,and break-off: less than 50% answered.

The advantage of a code book that describes the data file is that any ________ can work on the dataset.

With online surveys most bothersome,problems during questionnaire screening problems can usually be prevented by selecting ________ that prevent the occurrence of such errors.

An industry standard is to randomly select 15%-25 % of the completed surveys for purposes of making a call-back to validate that the interview was conducted.

For the vast majority of surveys,respondents' answers are typically contained in an electronic ________,a matrix arrangement of numbers(mainly)in rows and columns similar to a Microsoft Excel spreadsheet.

With a code book that describes the data file,any analyst can work on the dataset,regardless of whether that analyst was involved in the research project during its earlier stages or not.

Data quality is a concern for marketing researchers,which means the researcher must examine the responses for data quality problems prior to analysis.

Nonresponses as well as answers with a suspicious pattern necessitate ________ in the marketing research process that involves inspecting respondents' answers in the dataset.

There are four types of nonresponse error: refusals to participate in the survey,break-offs during the interview,survey cheating,and refusals to answer specific questions.

Panel companies claim to provide samples of very specific ________ by inviting only those panel members who qualify on specific criteria to participate in any given survey.

Few statistical analysis programs have features that enable users to identify the number codes and the associated word labels,which presents an obstacle to analysis.

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

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

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

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