Question 1

Data cleaning is the last stage of the data preparation process.

Accepted Answer

A) True 
 B)False

Question 2

Coding consists of screening questionnaires to identify illegible, incomplete, inconsistent, or ambiguous responses.

Accepted Answer

A) True 
 B)False

Question 3

Supervision of field workers involves coding of questionnaires.

Accepted Answer

A) True 
 B)False

Question 4

To understand the interviewers' problems, the supervisors should do some interviewing.

Accepted Answer

A) True 
 B)False

Question 5

According to the text, fieldwork is the first step in the marketing research process.

Accepted Answer

A) True 
 B)False

Question 6

In a short essay, describe the process of properly training field workers.Next, list and discuss the five phases of the interviewing process.

Accepted Answer

Training field workers is critical to th

Question 7

Treatment of missing responses poses problems, particularly if the proportion of missing responses is ________.

Accepted Answer

A) between 1 percent and 3 percent 
B) between 3 percent and 5 percent 
C) between 5 percent and 7 percent 
D) between 8 percent and 9 percent 
E) more than 10 percent 
A) between 1 percent and 3 percent 
B) between 3 percent and 5 percent 
C) between 5 percent and 7 percent 
D) between 8 percent and 9 percent 
E) more than 10 percent

Question 8

According to the text, the symbols used in the assignment of codes to each possible response to each question is usually a number.

Accepted Answer

A) True 
 B)False

Question 9

To validate the study, the supervisors call 30 to 40 percent of the respondents to inquire whether the field workers actually conducted the interviews.

Accepted Answer

A) True 
 B)False

Question 10

Coding unstructured questions is relatively simple, since the response options are predetermined.

Accepted Answer

A) True 
 B)False

Question 11

Sampling control helps respondents focus on the specific content of the interview and provide only relevant information.

Accepted Answer

A) True 
 B)False

Question 12

To validate the study, the supervisors call 1 percent to 10 percent of the respondents to inquire whether the field workers actually conducted the interviews.

Accepted Answer

A) True 
 B)False

Question 13

According to the text, category codes should be ________ and ________.

Accepted Answer

A) dependent; collectively exhaustive 
B) collectively exhaustive; mutually exclusive 
C) mutually inclusive; dependent 
D) dependent; mutually exclusive 
E) precoded; post-coded 
A) dependent; collectively exhaustive 
B) collectively exhaustive; mutually exclusive 
C) mutually inclusive; dependent 
D) dependent; mutually exclusive 
E) precoded; post-coded

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

A motivational technique used when asking survey questions to induce the respondents to enlarge on, clarify, or explain their answers and to help the respondents focus on the specific content of the interview is called probing.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following indicators should NOT be used to evaluate interviewers on the quality of interviewing?

Accepted Answer

A) Qualitative answers are summarized. 
B) For structured questions, item nonresponse occurs infrequently. 
C) The recorded data are legible. 
D) All instructions, including skip patterns, are followed. 
E) All are indicators relevant of evaluating interviewers. 
A) Qualitative answers are summarized. 
B) For structured questions, item nonresponse occurs infrequently. 
C) The recorded data are legible. 
D) All instructions, including skip patterns, are followed. 
E) All are indicators relevant of evaluating interviewers.

Question 17

________ consists of screening questionnaires to identify illegible, incomplete, inconsistent, or ambiguous responses.

Accepted Answer

A) Coding 
B) Editing 
C) Validating 
D) Pretesting 
E) Transcribing 
A) Coding 
B) Editing 
C) Validating 
D) Pretesting 
E) Transcribing

Question 18

A review of the questionnaires with the objective of increasing accuracy and precision is called editing.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) Verification 
B) Validation 
C) Pretesting 
D) Coding 
E) Selection 
A) Verification 
B) Validation 
C) Pretesting 
D) Coding 
E) Selection

Question 20

Treatment of missing responses poses problems, particularly if the proportion of missing responses is between 5 percent and 10 percent.

Accepted Answer

A) True 
 B)False

Data cleaning is the last stage of the data preparation process.

Coding consists of screening questionnaires to identify illegible, incomplete, inconsistent, or ambiguous responses.

Supervision of field workers involves coding of questionnaires.

To understand the interviewers' problems, the supervisors should do some interviewing.

According to the text, fieldwork is the first step in the marketing research process.

In a short essay, describe the process of properly training field workers.Next, list and discuss the five phases of the interviewing process.

Treatment of missing responses poses problems, particularly if the proportion of missing responses is ________.

According to the text, the symbols used in the assignment of codes to each possible response to each question is usually a number.

To validate the study, the supervisors call 30 to 40 percent of the respondents to inquire whether the field workers actually conducted the interviews.

Coding unstructured questions is relatively simple, since the response options are predetermined.

Sampling control helps respondents focus on the specific content of the interview and provide only relevant information.

To validate the study, the supervisors call 1 percent to 10 percent of the respondents to inquire whether the field workers actually conducted the interviews.

According to the text, category codes should be and .

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

A motivational technique used when asking survey questions to induce the respondents to enlarge on, clarify, or explain their answers and to help the respondents focus on the specific content of the interview is called probing.

Which of the following indicators should NOT be used to evaluate interviewers on the quality of interviewing?

________ consists of screening questionnaires to identify illegible, incomplete, inconsistent, or ambiguous responses.

A review of the questionnaires with the objective of increasing accuracy and precision is called editing.

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

Treatment of missing responses poses problems, particularly if the proportion of missing responses is between 5 percent and 10 percent.

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

Data cleaning is the last stage of the data preparation process.

Coding consists of screening questionnaires to identify illegible, incomplete, inconsistent, or ambiguous responses.

Supervision of field workers involves coding of questionnaires.

To understand the interviewers' problems, the supervisors should do some interviewing.

According to the text, fieldwork is the first step in the marketing research process.

In a short essay, describe the process of properly training field workers.Next, list and discuss the five phases of the interviewing process.

Treatment of missing responses poses problems, particularly if the proportion of missing responses is ________.

According to the text, the symbols used in the assignment of codes to each possible response to each question is usually a number.

To validate the study, the supervisors call 30 to 40 percent of the respondents to inquire whether the field workers actually conducted the interviews.

Coding unstructured questions is relatively simple, since the response options are predetermined.

Sampling control helps respondents focus on the specific content of the interview and provide only relevant information.

To validate the study, the supervisors call 1 percent to 10 percent of the respondents to inquire whether the field workers actually conducted the interviews.

According to the text, category codes should be ________ and ________.

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

A motivational technique used when asking survey questions to induce the respondents to enlarge on, clarify, or explain their answers and to help the respondents focus on the specific content of the interview is called probing.

Which of the following indicators should NOT be used to evaluate interviewers on the quality of interviewing?

________ consists of screening questionnaires to identify illegible, incomplete, inconsistent, or ambiguous responses.

A review of the questionnaires with the objective of increasing accuracy and precision is called editing.

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

Treatment of missing responses poses problems, particularly if the proportion of missing responses is between 5 percent and 10 percent.

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

According to the text, category codes should be and .