Question 1

Researchers have one choice for collecting their data: hire a data collection agency.

Accepted Answer

A) True 
 B)False  False

Question 2

"Gets people to like him or her quickly and convinces people to cooperate who might not otherwise respond" describes the interviewer characteristic of ethics.

Accepted Answer

A) True 
 B)False  False

Question 3

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 workers to provide feedback on their performance.Evaluation helps identify the more effective field workers in order to build a better,higher-quality field force.The evaluation criteria should be clearly communicated to the field workers during their training.The evaluation of field workers should be based on the criteria of quantity and quality.Interviewers can be compared in terms of total cost per completed interview.Field workers should also be evaluated on how they spend their time.Time should be broken down into categories such as actual interviewing,travel,and administration.It is important to monitor response rates on a timely basis so that corrective action can be taken if these rates are too low.Supervisors can help interviewers with an inordinate number of refusals by listening to the introductions they use and providing immediate feedback.When all the interviews are over,different field workers' percentage of refusals can be compared to identify the better workers.

Question 4

The general rule for recording answers to unstructured questions is to ________.

Accepted Answer

A)  summarize the responses 
B)  record the responses verbatim 
C)  filter the responses 
D)  interpret the responses 
E)  select the responses 
A)  summarize the responses 
B)  record the responses verbatim 
C)  filter the responses 
D)  interpret the responses 
E)  select the responses

Question 5

Researchers generally agree that the more characteristics the interviewer and the respondent have in common,the smaller the probability of a successful interview.

Accepted Answer

A) True 
 B)False

Question 6

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 7

Command is an interviewer characteristic described as "takes charge and can turn refusals around by conveying the purpose of the survey and its importance."

Accepted Answer

A) True 
 B)False

Question 8

In a short essay,discuss the importance of properly supervising field workers and list and discuss the four elements of field worker supervision.

Accepted Answer

Supervision of field workers means makin

Question 9

The Internet can be a good supplementary tool for training and supervising field workers in each of the following ways EXCEPT:

Accepted Answer

A)  personal training programs can be complemented. 
B)  communication between supervisors and interviewers enhances supervision. 
C)  central office control is strengthened by being able to post progress reports on a secured web site. 
D)  validation of fieldwork can be easily accomplished using short e-mails. 
E)  selection of field workers is streamlined. 
A)  personal training programs can be complemented. 
B)  communication between supervisors and interviewers enhances supervision. 
C)  central office control is strengthened by being able to post progress reports on a secured web site. 
D)  validation of fieldwork can be easily accomplished using short e-mails. 
E)  selection of field workers is streamlined.

Question 10

Aptitude is the interviewer characteristic described as "is honest and behaves ethically at all times."

Accepted Answer

A) True 
 B)False

Question 11

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 pretest on a questionnaire recently designed 
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 pretest on a questionnaire recently designed 
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 12

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

Accepted Answer

A) True 
 B)False

Question 13

When evaluating field workers,the interviewer's time should be broken down into all of the following categories EXCEPT:

Accepted Answer

A)  actual interviewing. 
B)  travel. 
C)  administration. 
D)  B and C 
E)  A, B and C 
A)  actual interviewing. 
B)  travel. 
C)  administration. 
D)  B and C 
E)  A, B and C

Question 14

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 15

Fieldwork is the fifth step in the marketing research process.

Accepted Answer

A) True 
 B)False

Question 16

Research staff collecting and analyzing data from social media are normally part-time employees of the research firm.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A)  1 percent to 10 percent 
B)  10 percent to 25 percent 
C)  25 percent to 40 percent 
D)  40 percent to 49 percent 
E)  50 percent 
A)  1 percent to 10 percent 
B)  10 percent to 25 percent 
C)  25 percent to 40 percent 
D)  40 percent to 49 percent 
E)  50 percent

Question 18

An observer counting customers in a particular section of a store is an example of a field worker.

Accepted Answer

A) True 
 B)False

Question 19

"Forms good team relationships with others" describes the interviewer characteristic of aptitude.

Accepted Answer

A) True 
 B)False

Question 20

In a short essay,discuss the process of validating fieldwork.

Accepted Answer

Validation of fieldwork means verifying

Researchers have one choice for collecting their data: hire a data collection agency.

"Gets people to like him or her quickly and convinces people to cooperate who might not otherwise respond" describes the interviewer characteristic of ethics.

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

The general rule for recording answers to unstructured questions is to ________.

Researchers generally agree that the more characteristics the interviewer and the respondent have in common,the smaller the probability of a successful interview.

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.

Command is an interviewer characteristic described as "takes charge and can turn refusals around by conveying the purpose of the survey and its importance."

In a short essay,discuss the importance of properly supervising field workers and list and discuss the four elements of field worker supervision.

The Internet can be a good supplementary tool for training and supervising field workers in each of the following ways EXCEPT:

Aptitude is the interviewer characteristic described as "is honest and behaves ethically at all times."

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

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

When evaluating field workers,the interviewer's time should be broken down into all of the following categories EXCEPT:

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

Fieldwork is the fifth step in the marketing research process.

Research staff collecting and analyzing data from social media are normally part-time employees of the research firm.

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

An observer counting customers in a particular section of a store is an example of a field worker.

"Forms good team relationships with others" describes the interviewer characteristic of aptitude.

In a short essay,discuss the process of validating fieldwork.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Data Preparation and Analysis Strategy

Frequency Distribution,hypothesis Testing,and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters

Exam 14: Fieldwork: Data Collection

Researchers have one choice for collecting their data: hire a data collection agency.

"Gets people to like him or her quickly and convinces people to cooperate who might not otherwise respond" describes the interviewer characteristic of ethics.

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

The general rule for recording answers to unstructured questions is to ________.

Researchers generally agree that the more characteristics the interviewer and the respondent have in common,the smaller the probability of a successful interview.

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.

Command is an interviewer characteristic described as "takes charge and can turn refusals around by conveying the purpose of the survey and its importance."

In a short essay,discuss the importance of properly supervising field workers and list and discuss the four elements of field worker supervision.

The Internet can be a good supplementary tool for training and supervising field workers in each of the following ways EXCEPT:

Aptitude is the interviewer characteristic described as "is honest and behaves ethically at all times."

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

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

When evaluating field workers,the interviewer's time should be broken down into all of the following categories EXCEPT:

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

Fieldwork is the fifth step in the marketing research process.

Research staff collecting and analyzing data from social media are normally part-time employees of the research firm.

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

An observer counting customers in a particular section of a store is an example of a field worker.

"Forms good team relationships with others" describes the interviewer characteristic of aptitude.

In a short essay,discuss the process of validating fieldwork.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Data Preparation and Analysis Strategy

Frequency Distribution,hypothesis Testing,and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters