Question 1

According to the text, the data preparation process begins with checking the questionnaires for completeness.

Accepted Answer

A) True 
 B)False  False

Question 2

Which of the following is NOT an alternative for the treatment of unsatisfactory responses?

Accepted Answer

A) return the questionnaire to the field to get better data 
B) assign missing values 
C) discard unsatisfactory respondents 
D) delete the question from the survey 
E) All of the above are alternatives. 
A) return the questionnaire to the field to get better data 
B) assign missing values 
C) discard unsatisfactory respondents 
D) delete the question from the survey 
E) All of the above are alternatives. D

Question 3

Categories are collectively exhaustive if each response fits into one of the assigned category codes.

Accepted Answer

A) True 
 B)False  True

Question 4

The thorough and extensive check for consistency and treatment of missing responses is called validating.

Accepted Answer

A) True 
 B)False

Question 5

Coding of fieldwork means verifying that field workers are submitting authentic interviews.

Accepted Answer

A) True 
 B)False

Question 6

________ represent values of a variable that are unknown, either because respondents provided ambiguous answers or their answers were not properly recorded.

Accepted Answer

A) Missing responses 
B) Inconsistent responses 
C) Out-of-range values 
D) Invalid responses 
E) Edits 
A) Missing responses 
B) Inconsistent responses 
C) Out-of-range values 
D) Invalid responses 
E) Edits

Question 7

To evaluate interviewers on the quality of interviewing, the supervisor must directly observe the interviewing process.

Accepted Answer

A) True 
 B)False

Question 8

All interviewers should use the same format and conventions to record the interviews, but should alter their way of editing completed interviews to ensure variety and coverage.

Accepted Answer

A) True 
 B)False

Question 9

Categories are ________ if each response fits into one and only one category code.

Accepted Answer

A) dependent 
B) mutually inclusive 
C) collectively exhaustive 
D) mutually exclusive 
E) uniform 
A) dependent 
B) mutually inclusive 
C) collectively exhaustive 
D) mutually exclusive 
E) uniform

Question 10

According to the text, the typical interviewer is a single woman aged 18 to 34, with an above-average education and an above-average household income.

Accepted Answer

A) True 
 B)False

Question 11

When evaluating field workers, which category is relevant for assessing how effectively the interviewer's time was spent?

Accepted Answer

A) actual interviewing 
B) travel 
C) administrative record-keeping 
D) reviewing responses 
E) none of the above 
A) actual interviewing 
B) travel 
C) administrative record-keeping 
D) reviewing responses 
E) none of the above

Question 12

In a short essay, describe the process of editing in the data preparation process and discuss the four types of errors a researcher is attempting to minimize in this procedure.

Accepted Answer

Editing involves reviewing questi

Question 13

According to the text, a survey discloses that 31 percent of the respondents preferred the client's brand, while 30.8 percent preferred the closest competing brand.In such a case, it is announced that the client's brand is the dominant brand.Such a situation would be ________.

Accepted Answer

A) acceptable based on the facts of the survey 
B) acceptable if only the client was told this 
C) impossible to weigh in with a moral judgment based on these details 
D) unacceptable if only the client was told this 
E) unacceptable because it is misleading; the brands have virtual parity 
A) acceptable based on the facts of the survey 
B) acceptable if only the client was told this 
C) impossible to weigh in with a moral judgment based on these details 
D) unacceptable if only the client was told this 
E) unacceptable because it is misleading; the brands have virtual parity

Question 14

In a short essay, discuss the importance of properly evaluating field workers and discuss five elements that are important when conducting these evaluations.

Accepted Answer

It is important to evaluate field worker

Question 15

To understand the interviewers' problems, the supervisors should ________.

Accepted Answer

A) revise the questionnaire 
B) do some interviewing 
C) replace the interviewer 
D) interview the interviewer 
E) do secondary data analysis 
A) revise the questionnaire 
B) do some interviewing 
C) replace the interviewer 
D) interview the interviewer 
E) do secondary data analysis

Question 16

To evaluate interviewers on the quality of interviewing, the supervisor ________.

Accepted Answer

A) should ask other interviewers about the interviewer in question 
B) must directly observe the interviewing process 
C) should ask the respondent about the qualities of the interviewer in question 
D) should use a pretested questionnaire to evaluate the interviewer 
E) should ask permission of the interviewer 
A) should ask other interviewers about the interviewer in question 
B) must directly observe the interviewing process 
C) should ask the respondent about the qualities of the interviewer in question 
D) should use a pretested questionnaire to evaluate the interviewer 
E) should ask permission of the interviewer

Question 17

Which of the following individuals is NOT recognized as a field worker?

Accepted Answer

A) an interviewer intercepting shoppers in a mall 
B) a project director conducting a check on the data analysis 
C) a telephone interviewer calling from a central location 
D) an observer counting customers in a particular section of a store 
E) a worker mailing questionnaires from an office 
A) an interviewer intercepting shoppers in a mall 
B) a project director conducting a check on the data analysis 
C) a telephone interviewer calling from a central location 
D) an observer counting customers in a particular section of a store 
E) a worker mailing questionnaires from an office

Question 18

________ involves tabulating the responses to important demographic characteristics and key questions.

Accepted Answer

A) Central office control 
B) Sampling control 
C) Control of cheating 
D) Questionnaire pretesting 
E) Cross-tabulation 
A) Central office control 
B) Sampling control 
C) Control of cheating 
D) Questionnaire pretesting 
E) Cross-tabulation

Question 19

The assignment of a symbol to represent a specific response to a specific question, along with the data record and column position that symbol will occupy, is called coding.

Accepted Answer

A) True 
 B)False

Question 20

According to the text, interviewer cheating can be minimized through pretesting of the questionnaires.

Accepted Answer

A) True 
 B)False

According to the text, the data preparation process begins with checking the questionnaires for completeness.

Which of the following is NOT an alternative for the treatment of unsatisfactory responses?

Categories are collectively exhaustive if each response fits into one of the assigned category codes.

The thorough and extensive check for consistency and treatment of missing responses is called validating.

Coding of fieldwork means verifying that field workers are submitting authentic interviews.

________ represent values of a variable that are unknown, either because respondents provided ambiguous answers or their answers were not properly recorded.

To evaluate interviewers on the quality of interviewing, the supervisor must directly observe the interviewing process.

All interviewers should use the same format and conventions to record the interviews, but should alter their way of editing completed interviews to ensure variety and coverage.

Categories are ________ if each response fits into one and only one category code.

According to the text, the typical interviewer is a single woman aged 18 to 34, with an above-average education and an above-average household income.

When evaluating field workers, which category is relevant for assessing how effectively the interviewer's time was spent?

In a short essay, describe the process of editing in the data preparation process and discuss the four types of errors a researcher is attempting to minimize in this procedure.

According to the text, a survey discloses that 31 percent of the respondents preferred the client's brand, while 30.8 percent preferred the closest competing brand.In such a case, it is announced that the client's brand is the dominant brand.Such a situation would be ________.

In a short essay, discuss the importance of properly evaluating field workers and discuss five elements that are important when conducting these evaluations.

To understand the interviewers' problems, the supervisors should ________.

To evaluate interviewers on the quality of interviewing, the supervisor ________.

Which of the following individuals is NOT recognized as a field worker?

________ involves tabulating the responses to important demographic characteristics and key questions.

The assignment of a symbol to represent a specific response to a specific question, along with the data record and column position that symbol will occupy, is called coding.

According to the text, interviewer cheating can be minimized through pretesting of the questionnaires.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design, Secondary and Syndicated Data

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters

Exam 10: Data Collection and Preparation

According to the text, the data preparation process begins with checking the questionnaires for completeness.

Which of the following is NOT an alternative for the treatment of unsatisfactory responses?

Categories are collectively exhaustive if each response fits into one of the assigned category codes.

The thorough and extensive check for consistency and treatment of missing responses is called validating.

Coding of fieldwork means verifying that field workers are submitting authentic interviews.

________ represent values of a variable that are unknown, either because respondents provided ambiguous answers or their answers were not properly recorded.

To evaluate interviewers on the quality of interviewing, the supervisor must directly observe the interviewing process.

All interviewers should use the same format and conventions to record the interviews, but should alter their way of editing completed interviews to ensure variety and coverage.

Categories are ________ if each response fits into one and only one category code.

According to the text, the typical interviewer is a single woman aged 18 to 34, with an above-average education and an above-average household income.

When evaluating field workers, which category is relevant for assessing how effectively the interviewer's time was spent?

In a short essay, describe the process of editing in the data preparation process and discuss the four types of errors a researcher is attempting to minimize in this procedure.

According to the text, a survey discloses that 31 percent of the respondents preferred the client's brand, while 30.8 percent preferred the closest competing brand.In such a case, it is announced that the client's brand is the dominant brand.Such a situation would be ________.

In a short essay, discuss the importance of properly evaluating field workers and discuss five elements that are important when conducting these evaluations.

To understand the interviewers' problems, the supervisors should ________.

To evaluate interviewers on the quality of interviewing, the supervisor ________.

Which of the following individuals is NOT recognized as a field worker?

________ involves tabulating the responses to important demographic characteristics and key questions.

The assignment of a symbol to represent a specific response to a specific question, along with the data record and column position that symbol will occupy, is called coding.

According to the text, interviewer cheating can be minimized through pretesting of the questionnaires.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design, Secondary and Syndicated Data

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters