Question 1

An interviewer's accent, sex, and demeanor of the interviewer may be considered:

Accepted Answer

A)  important for hiring purposes but have no effect on the respondent 
B)  are not to be considered in hiring interviewers due to equal employment opportunity laws 
C)  personal characteristics that can be a source of bias 
D)  personal characteristics that the researcher may not consider due to the Interviewer Code of Responsible Behavior Act 
E)  important only in the training process 
A)  important for hiring purposes but have no effect on the respondent 
B)  are not to be considered in hiring interviewers due to equal employment opportunity laws 
C)  personal characteristics that can be a source of bias 
D)  personal characteristics that the researcher may not consider due to the Interviewer Code of Responsible Behavior Act 
E)  important only in the training process C

Question 2

Reversal of scale endpoints is helpful in order to change the results to more closely match the research objectives. If the objectives are met, the client will have greater satisfaction and will likely use the services of the research firm again.

Accepted Answer

A) True 
 B)False  False

Question 3

Respondents can misunderstand, guess, lose attention, suffer distractions, and suffer respondent fatigue. These are all examples of unintentional respondent error and they all contribute to nonsampling error.

Accepted Answer

A) True 
 B)False  True

Question 4

When a respondent indicates "no opinion" to most questions, this problem type is known as which of the following?

Accepted Answer

A)  unreliable responses 
B)  a middle-of-the-road pattern 
C)  nonresponse to a specific question 
D)  an incomplete questionnaire 
E)  a yea- or nay-saying pattern 
A)  unreliable responses 
B)  a middle-of-the-road pattern 
C)  nonresponse to a specific question 
D)  an incomplete questionnaire 
E)  a yea- or nay-saying pattern

Question 5

If a respondent is not at home or if their telephone is busy, it is standard practice in the research industry to immediately substitute that sample member with the next person on the sample frame.

Accepted Answer

A) True 
 B)False

Question 6

Assuring confidentiality is one way to minimize falsehoods on surveys.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is true regarding the role professional field data collection companies play in terms of nonsampling error?

Accepted Answer

A)  Thus far, these companies have failed to recognize nonsampling error. 
B)  Only a handful of these companies can be counted on to effectively control nonsampling error. 
C)  Although these companies give "lip service" to nonsampling error reduction, they offer little help in the control of nonsampling error. 
D)  Because their existence relies on providing high quality data, field data collection firms are relied on by researchers to know both the sources of and ways to control nonsampling error. 
E)  These firms are waiting on technological advances to help in the control of nonsampling error. 
A)  Thus far, these companies have failed to recognize nonsampling error. 
B)  Only a handful of these companies can be counted on to effectively control nonsampling error. 
C)  Although these companies give "lip service" to nonsampling error reduction, they offer little help in the control of nonsampling error. 
D)  Because their existence relies on providing high quality data, field data collection firms are relied on by researchers to know both the sources of and ways to control nonsampling error. 
E)  These firms are waiting on technological advances to help in the control of nonsampling error.

Question 8

Nonsampling error includes:

Accepted Answer

A)  all types of nonresponse error 
B)  data gathering and handling error 
C)  data analysis 
D)  data interpretation error 
E)  all of the above 
A)  all types of nonresponse error 
B)  data gathering and handling error 
C)  data analysis 
D)  data interpretation error 
E)  all of the above

Question 9

Respondent cooperation refers to the general willingness of people to participate in research.

Accepted Answer

A) True 
 B)False

Question 10

Supervision and validation are ways the marketing research industry controls for interviewers leading respondents.

Accepted Answer

A) True 
 B)False

Question 11

Margaret Day Craddock is the director of MIFA, a charitable organization in Memphis, Tennessee. Margaret has contracted with a marketing research firm in Memphis to conduct a telephone survey of Memphis MSA residents to assess their awareness of charitable organizations, tax code provisions for charitable donations, attitudes toward charitable organizations, and intentions to contribute in the coming year. Not everyone contacted will be eligible to take part in the study as there is a screening question which asks if the potential respondent is the person in the household that is most likely to make decisions regarding the family's contributions to charity. Because Margaret plans on using the research information to help her set objectives and the budget for the coming year, she has instructed the research firm to ensure that the information is representative of the MSA. Bob Smith, of the research firm, is using a probability sample and he is taking safeguards to minimize nonsampling error. Today, Bob is working on factors that will affect the response rate. Because there will be a screening question, Bob knows that this will:

Accepted Answer

A)  not have any impact on the response rate 
B)  not have any impact on the nonresponse rate 
C)  have an impact on the response rate in that only those respondents who are "eligible" (i.e. pass the screen), will be included in the denominator of the response rate formula 
D)  have an impact on the response rate in that only those respondents who are "ineligible" (i.e. fail to pass the screen), will be included in the denominator of the response rate formula 
E)  lower the response rate because many persons contacted will not be responsible for making contribution decisions 
A)  not have any impact on the response rate 
B)  not have any impact on the nonresponse rate 
C)  have an impact on the response rate in that only those respondents who are "eligible" (i.e. pass the screen), will be included in the denominator of the response rate formula 
D)  have an impact on the response rate in that only those respondents who are "ineligible" (i.e. fail to pass the screen), will be included in the denominator of the response rate formula 
E)  lower the response rate because many persons contacted will not be responsible for making contribution decisions

Question 12

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

Accepted Answer

A)  American Marketing Association 
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)  American Marketing Association 
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 13

In calculating the response rate for studies with screening questions and, therefore, a certain percentage of the sample who are "eligible," it is impossible to estimate the percentage of those members of the sample who are not called (i.e. not at homes, busy signals, etc.)who are "eligible." Therefore, the response rate formula omits the concept of eligibility, thus giving us response rates much lower than they should be.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A)  giving verbal cues such as "uh-huh" to responses the interviewer disagrees with 
B)  nodding "yes" to a question the interviewer 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 "Isn't conserving electricity a concern for you?" 
E)  asking the question "Is conserving electricity a concern for you?" 
A)  giving verbal cues such as "uh-huh" to responses the interviewer disagrees with 
B)  nodding "yes" to a question the interviewer 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 "Isn't conserving electricity a concern for you?" 
E)  asking the question "Is conserving electricity a concern for you?"

Question 15

Technology is dramatically changing data collection and harming the ability of marketing researchers to control its errors.

Accepted Answer

A) True 
 B)False

Question 16

Interviewer cheating may actually be encouraged by a compensation system that:

Accepted Answer

A)  pays interviewers per completed interview 
B)  pays interviewers more than the competitive rate 
C)  pays interviewers by the hour 
D)  pays interviewers the competitive rate 
E)  pays interviewers above minimum wage 
A)  pays interviewers per completed interview 
B)  pays interviewers more than the competitive rate 
C)  pays interviewers by the hour 
D)  pays interviewers the competitive rate 
E)  pays interviewers above minimum wage

Question 17

Which of the following is a type of intentional fieldworker error?

Accepted Answer

A)  falsehoods 
B)  fatigue 
C)  nonresponse 
D)  cheating 
E)  misunderstandings 
A)  falsehoods 
B)  fatigue 
C)  nonresponse 
D)  cheating 
E)  misunderstandings

Question 18

Unreliable respondents, identified in questionnaire screening, should:

Accepted Answer

A)  be resurveyed 
B)  be oversampled to reduce unreliability 
C)  be weighted so as to provide reliable estimates as to how their population subgroup would have responded to the survey question 
D)  not be encouraged to participate in future research and their incentive, if promised, should be withheld 
E)  be eliminated from the sample 
A)  be resurveyed 
B)  be oversampled to reduce unreliability 
C)  be weighted so as to provide reliable estimates as to how their population subgroup would have responded to the survey question 
D)  not be encouraged to participate in future research and their incentive, if promised, should be withheld 
E)  be eliminated from the sample

Question 19

An unintentional respondent error occurs when a respondent's interest in the survey wanes, and this is known as:

Accepted Answer

A)  ADD 
B)  attention loss 
C)  attention sampling error 
D)  misunderstanding 
E)  leading behavior 
A)  ADD 
B)  attention loss 
C)  attention sampling error 
D)  misunderstanding 
E)  leading behavior

Question 20

If an interviewer has an accent, it may bias the respondent.

Accepted Answer

A) True 
 B)False

An interviewer's accent, sex, and demeanor of the interviewer may be considered:

Reversal of scale endpoints is helpful in order to change the results to more closely match the research objectives. If the objectives are met, the client will have greater satisfaction and will likely use the services of the research firm again.

Respondents can misunderstand, guess, lose attention, suffer distractions, and suffer respondent fatigue. These are all examples of unintentional respondent error and they all contribute to nonsampling error.

When a respondent indicates "no opinion" to most questions, this problem type is known as which of the following?

If a respondent is not at home or if their telephone is busy, it is standard practice in the research industry to immediately substitute that sample member with the next person on the sample frame.

Assuring confidentiality is one way to minimize falsehoods on surveys.

Which of the following is true regarding the role professional field data collection companies play in terms of nonsampling error?

Nonsampling error includes:

Respondent cooperation refers to the general willingness of people to participate in research.

Supervision and validation are ways the marketing research industry controls for interviewers leading respondents.

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

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

Technology is dramatically changing data collection and harming the ability of marketing researchers to control its errors.

Interviewer cheating may actually be encouraged by a compensation system that:

Which of the following is a type of intentional fieldworker error?

Unreliable respondents, identified in questionnaire screening, should:

An unintentional respondent error occurs when a respondent's interest in the survey wanes, and this is known as:

If an interviewer has an accent, it may bias the respondent.

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters

Exam 14: Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

An interviewer's accent, sex, and demeanor of the interviewer may be considered:

Reversal of scale endpoints is helpful in order to change the results to more closely match the research objectives. If the objectives are met, the client will have greater satisfaction and will likely use the services of the research firm again.

Respondents can misunderstand, guess, lose attention, suffer distractions, and suffer respondent fatigue. These are all examples of unintentional respondent error and they all contribute to nonsampling error.

When a respondent indicates "no opinion" to most questions, this problem type is known as which of the following?

If a respondent is not at home or if their telephone is busy, it is standard practice in the research industry to immediately substitute that sample member with the next person on the sample frame.

Assuring confidentiality is one way to minimize falsehoods on surveys.

Which of the following is true regarding the role professional field data collection companies play in terms of nonsampling error?

Nonsampling error includes:

Respondent cooperation refers to the general willingness of people to participate in research.

Supervision and validation are ways the marketing research industry controls for interviewers leading respondents.

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

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

Technology is dramatically changing data collection and harming the ability of marketing researchers to control its errors.

Interviewer cheating may actually be encouraged by a compensation system that:

Which of the following is a type of intentional fieldworker error?

Unreliable respondents, identified in questionnaire screening, should:

An unintentional respondent error occurs when a respondent's interest in the survey wanes, and this is known as:

If an interviewer has an accent, it may bias the respondent.

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters