Exam 10: Data Collection and Preparation
Exam 1: Introduction to Marketing Research98 Questions
Exam 2: Defining the Marketing Research Problem and Developing an Approach103 Questions
Exam 3: Research Design, Secondary and Syndicated Data141 Questions
Exam 4: Qualitative Research96 Questions
Exam 5: Survey and Observation95 Questions
Exam 6: Experimentation and Causal Research91 Questions
Exam 7: Measurement and Scaling124 Questions
Exam 8: Questionnaire and Form Design87 Questions
Exam 9: Sampling: Design and Procedures86 Questions
Exam 10: Data Collection and Preparation138 Questions
Exam 11: Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation88 Questions
Exam 12: Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression94 Questions
Exam 13: Report Preparation and Presentation90 Questions
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A part of the data cleaning process that identifies data that are out of range or logically inconsistent, or that have extreme values, is called consistency checks.
(True/False)
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Field workers are generally paid an hourly rate or on a per-interview basis.
(True/False)
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Coding ________ questions is relatively simple since the response options are predetermined.
(Multiple Choice)
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A review of the questionnaires with the objective of increasing accuracy and precision is called ________.
(Multiple Choice)
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Unlike traditional data collection, in social media respondents do not merely respond to questions or stimuli.Rather, they generate the data and edit it by their communal participation.
(True/False)
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Researchers have one choice for collecting their data: hire a data collection agency.
(True/False)
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To the extent possible, interviewers should be selected to emphasize a higher income class than respondents, since this increases the probability of a successful interview.
(True/False)
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Field workers who collect data typically have research backgrounds and extensive training.
(True/False)
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Fieldwork is the step in the research process immediately after developing an approach to the problem.
(True/False)
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The general rule for recording answers to unstructured questions is to ________.
(Multiple Choice)
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A book containing coding instructions and the necessary information about variables in the data set is called a codebook.
(True/False)
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An important aspect of supervision is ________, which attempts to insure that the interviewers are strictly following the sampling plan rather than selecting sampling units based on convenience or accessibility.
(Multiple Choice)
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The selection, training, supervision, validation, and evaluation of field-workers is much more streamlined in social media fieldwork than in traditional fieldwork.
(True/False)
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A method for handling missing responses in which respondents with any missing responses are discarded from the analysis is called ________.
(Multiple Choice)
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If there are too few respondents in the lowest income category, this category may be combined or merged with the next lowest category.This is known as ________.
(Multiple Choice)
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Optical scanning involves direct machine reading of the codes and simultaneous transcription.
(True/False)
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Validating the interview is recognized as a phase of the interviewing process.
(True/False)
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Research staff collecting and analyzing data from social media are normally part-time employees of the research firm.
(True/False)
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Pairwise deletion may be appropriate when the sample size is large.
(True/False)
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