Question 1

When it comes to validation, an industry standard is to randomly select ________ of respondents for call back.

Accepted Answer

A)  50 percent 
B)  75 percent 
C)  33.3 percent 
D)  25 percent 
E)  10 percent 
A)  50 percent 
B)  75 percent 
C)  33.3 percent 
D)  25 percent 
E)  10 percent

Question 2

Nonresponse is composed of refusal and item omission; break-offs are not considered a form of nonresponse.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following would NOT be considered a "sensitive" question?

Accepted Answer

A)  one that asks a respondent's weight 
B)  one that asks a respondent's age 
C)  one that asks about a respondent's tax return information 
D)  one that asks about a respondent's social drinking behavior 
E)  one that asks about a respondent's choice of breakfast cereal 
A)  one that asks a respondent's weight 
B)  one that asks a respondent's age 
C)  one that asks about a respondent's tax return information 
D)  one that asks about a respondent's social drinking behavior 
E)  one that asks about a respondent's choice of breakfast cereal

Question 4

Validation is used to reduce the intentional respondent error of:

Accepted Answer

A)  misunderstandings 
B)  distractions 
C)  falsehoods 
D)  guessing 
E)  third-person techniques 
A)  misunderstandings 
B)  distractions 
C)  falsehoods 
D)  guessing 
E)  third-person techniques

Question 5

Which of the following is NOT an unintentional respondent error?

Accepted Answer

A)  misunderstanding 
B)  guess 
C)  attention loss 
D)  nonresponse 
E)  distractions 
A)  misunderstanding 
B)  guess 
C)  attention loss 
D)  nonresponse 
E)  distractions

Question 6

Response rate is calculated as the number of units in the sample divided by the number of completed interviews.

Accepted Answer

A) True 
 B)False

Question 7

The "third-person technique" is useful for:

Accepted Answer

A)  reducing fatigue by bringing in another interviewer 
B)  reducing falsehoods and nonresponse 
C)  reducing leading questions because a third party is listening 
D)  reducing fieldworker cheating by having a third party witness the interviews 
E)  None of the above; there is no such "technique." 
A)  reducing fatigue by bringing in another interviewer 
B)  reducing falsehoods and nonresponse 
C)  reducing leading questions because a third party is listening 
D)  reducing fieldworker cheating by having a third party witness the interviews 
E)  None of the above; there is no such "technique."

When it comes to validation, an industry standard is to randomly select ________ of respondents for call back.

Nonresponse is composed of refusal and item omission; break-offs are not considered a form of nonresponse.

Which of the following would NOT be considered a "sensitive" question?

Validation is used to reduce the intentional respondent error of:

Which of the following is NOT an unintentional respondent error?

Response rate is calculated as the number of units in the sample divided by the number of completed interviews.

The "third-person technique" is useful for:

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

When it comes to validation, an industry standard is to randomly select ________ of respondents for call back.

Nonresponse is composed of refusal and item omission; break-offs are not considered a form of nonresponse.

Which of the following would NOT be considered a "sensitive" question?

Validation is used to reduce the intentional respondent error of:

Which of the following is NOT an unintentional respondent error?

Response rate is calculated as the number of units in the sample divided by the number of completed interviews.

The "third-person technique" is useful for:

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