Question 1

Which of the following is NOT mentioned in the text as a characteristic of an outstanding interviewer?

Accepted Answer

A)  ability to woo 
B)  third ear 
C)  ethics 
D)  physically attractive 
E)  command 
A)  ability to woo 
B)  third ear 
C)  ethics 
D)  physically attractive 
E)  command

Question 2

Central office control involves tabulating the responses to important demographic characteristics and key questions.

Accepted Answer

A) True 
 B)False

Question 3

Interviewers should record responses after the interview.

Accepted Answer

A) True 
 B)False

Question 4

________ 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)  Third ear 
B)  Pride 
C)  Ethics 
D)  Command 
E)  Work orientation 
A)  Third ear 
B)  Pride 
C)  Ethics 
D)  Command 
E)  Work orientation

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

The supervisor should ask a complex and sensitive survey question when validating an interview with a respondent.

Accepted Answer

A) True 
 B)False

Question 7

Field workers who collect data typically have research backgrounds and extensive training.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A)  Sampling 
B)  Factoring 
C)  Probing 
D)  Recording 
E)  Selecting 
A)  Sampling 
B)  Factoring 
C)  Probing 
D)  Recording 
E)  Selecting

Question 9

A limited number of operational staff or field-workers,as few as two or three,may be assigned to a social media project.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following interviewer characteristics is described as "has a natural affinity for telephone research-enjoys collecting opinions via the telephone"?

Accepted Answer

A)  pride 
B)  third ear 
C)  aptitude 
D)  ability to woo 
E)  work orientation 
A)  pride 
B)  third ear 
C)  aptitude 
D)  ability to woo 
E)  work orientation

Question 11

The evaluation of field workers should be based on which of the following criteria?

Accepted Answer

A)  quantity 
B)  quality 
C)  task conditions 
D)  all of the above 
E)  A and B 
A)  quantity 
B)  quality 
C)  task conditions 
D)  all of the above 
E)  A and B

Question 12

Training ensures that all interviewers administer the questionnaire in the same manner so that
the data can be collected uniformly.

Accepted Answer

A) True 
 B)False

Question 13

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.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is NOT an indicator that should be used to evaluate an interviewer on the quality of interviewing?

Accepted Answer

A)  The recorded data are legible. 
B)  All instructions, including skip patterns, are followed. 
C)  The answers to unstructured questions are recorded verbatim. 
D)  For structured questions, item nonresponse occurs frequently. 
E)  The answers to unstructured questions are meaningful and complete enough to be coded. 
A)  The recorded data are legible. 
B)  All instructions, including skip patterns, are followed. 
C)  The answers to unstructured questions are recorded verbatim. 
D)  For structured questions, item nonresponse occurs frequently. 
E)  The answers to unstructured questions are meaningful and complete enough to be coded.

Question 15

The general rule for recording answers to unstructured questions is to record the responses verbatim.

Accepted Answer

A) True 
 B)False

Question 16

The selection,training,supervision,validation,and evaluation of field workers is much more streamlined in social media fieldwork than in traditional fieldwork.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A)  aptitude 
B)  teamwork 
C)  command 
D)  ethics 
E)  third ear 
A)  aptitude 
B)  teamwork 
C)  command 
D)  ethics 
E)  third ear

Question 19

Which of the following interviewer characteristics is described as "empathizes with a respondent and tailors the presentation accordingly"?

Accepted Answer

A)  pride 
B)  aptitude 
C)  command 
D)  third ear 
E)  ethics 
A)  pride 
B)  aptitude 
C)  command 
D)  third ear 
E)  ethics

Question 20

According to the text,the typical interviewer is a ________,with an above-average education and an above-average household income.

Accepted Answer

A)  single woman aged 18 to 34 
B)  single woman aged 35 to 54 
C)  married woman aged 18 to 34 
D)  married woman aged 35 to 54 
E)  senior woman aged 55 to 65 
A)  single woman aged 18 to 34 
B)  single woman aged 35 to 54 
C)  married woman aged 18 to 34 
D)  married woman aged 35 to 54 
E)  senior woman aged 55 to 65

Which of the following is NOT mentioned in the text as a characteristic of an outstanding interviewer?

Central office control involves tabulating the responses to important demographic characteristics and key questions.

Interviewers should record responses after the interview.

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

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

The supervisor should ask a complex and sensitive survey question when validating an interview with a respondent.

Field workers who collect data typically have research backgrounds and extensive training.

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

A limited number of operational staff or field-workers,as few as two or three,may be assigned to a social media project.

Which of the following interviewer characteristics is described as "has a natural affinity for telephone research-enjoys collecting opinions via the telephone"?

The evaluation of field workers should be based on which of the following criteria?

Training ensures that all interviewers administer the questionnaire in the same manner so that the data can be collected uniformly.

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.

Which of the following is NOT an indicator that should be used to evaluate an interviewer on the quality of interviewing?

The general rule for recording answers to unstructured questions is to record the responses verbatim.

The selection,training,supervision,validation,and evaluation of field workers is much more streamlined in social media fieldwork than in traditional fieldwork.

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

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

Which of the following interviewer characteristics is described as "empathizes with a respondent and tailors the presentation accordingly"?

According to the text,the typical interviewer is a ________,with an above-average education and an above-average household income.

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

Which of the following is NOT mentioned in the text as a characteristic of an outstanding interviewer?

Central office control involves tabulating the responses to important demographic characteristics and key questions.

Interviewers should record responses after the interview.

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

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

The supervisor should ask a complex and sensitive survey question when validating an interview with a respondent.

Field workers who collect data typically have research backgrounds and extensive training.

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

A limited number of operational staff or field-workers,as few as two or three,may be assigned to a social media project.

Which of the following interviewer characteristics is described as "has a natural affinity for telephone research-enjoys collecting opinions via the telephone"?

The evaluation of field workers should be based on which of the following criteria?

Training ensures that all interviewers administer the questionnaire in the same manner so that the data can be collected uniformly.

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.

Which of the following is NOT an indicator that should be used to evaluate an interviewer on the quality of interviewing?

The general rule for recording answers to unstructured questions is to record the responses verbatim.

The selection,training,supervision,validation,and evaluation of field workers is much more streamlined in social media fieldwork than in traditional fieldwork.

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

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

Which of the following interviewer characteristics is described as "empathizes with a respondent and tailors the presentation accordingly"?

According to the text,the typical interviewer is a ________,with an above-average education and an above-average household income.

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