Question 1

Work orientation is an interviewer characteristic described as "works hard and sees work as more than a job, but an expression of oneself."

Accepted Answer

A) True 
 B)False  True

Question 2

Researchers and field workers can make respondents feel comfortable by ________.

Accepted Answer

A)  entertaining them 
B)  providing adequate information about the project 
C)  addressing questions of respondents 
D)  all the above 
E)  B and C 
A)  entertaining them 
B)  providing adequate information about the project 
C)  addressing questions of respondents 
D)  all the above 
E)  B and C E

Question 3

To control the problems of interviewers not strictly following the sampling plan, supervisors should keep daily records of all of the following EXCEPT:

Accepted Answer

A)  the number of calls made. 
B)  the number of not-at-homes. 
C)  the number of refusals. 
D)  the number of completed interviews for each interviewer. 
E)  supervisors should keep daily records of all of the selections to control interviewers. 
A)  the number of calls made. 
B)  the number of not-at-homes. 
C)  the number of refusals. 
D)  the number of completed interviews for each interviewer. 
E)  supervisors should keep daily records of all of the selections to control interviewers. E

Question 4

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 5

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 6

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

Accepted Answer

A) True 
 B)False

Question 7

"Stays focused on a task and completes it" describes the interviewer characteristic of ________.

Accepted Answer

A)  aptitude 
B)  third ear 
C)  discipline 
D)  ethics 
E)  work orientation 
A)  aptitude 
B)  third ear 
C)  discipline 
D)  ethics 
E)  work orientation

Question 8

Fieldwork is the fifth step in the marketing research process.

Accepted Answer

A) True 
 B)False

Question 9

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 10

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

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

Validation of fieldwork means verifying

Question 12

________ 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 13

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

Accepted Answer

A) True 
 B)False

Question 14

All of the following are mentioned in the text as indicators that should be used to evaluate interviewers on the quality of interviewing EXCEPT:

Accepted Answer

A)  the answers to unstructured questions 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)  A and B 
A)  the answers to unstructured questions 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)  A and B

Question 15

Which of the following interviewer characteristics is described as "is honest and behaves ethically at all times"?

Accepted Answer

A)  aptitude 
B)  price 
C)  third ear 
D)  ethics 
E)  work orientation 
A)  aptitude 
B)  price 
C)  third ear 
D)  ethics 
E)  work orientation

Question 16

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 17

According to the text, interviewer cheating can be minimized through all of the following EXCEPT:

Accepted Answer

A)  proper training. 
B)  pretesting of questionnaires. 
C)  proper supervision. 
D)  validation of fieldwork. 
E)  A and B 
A)  proper training. 
B)  pretesting of questionnaires. 
C)  proper supervision. 
D)  validation of fieldwork. 
E)  A and B

Question 18

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 19

Commonly used probes include all of the following questions EXCEPT:

Accepted Answer

A)  "Any others?" 
B)  "Which of the following best describes your total annual household income?" 
C)  "Anything else?" 
D)  "Could you tell me more about your thinking on that?" 
E)  B and C 
A)  "Any others?" 
B)  "Which of the following best describes your total annual household income?" 
C)  "Anything else?" 
D)  "Could you tell me more about your thinking on that?" 
E)  B and C

Question 20

Pride is an interviewer characteristic described as "is positive, quality conscious, and likes being recognized for a job well done."

Accepted Answer

A) True 
 B)False

Work orientation is an interviewer characteristic described as "works hard and sees work as more than a job, but an expression of oneself."

Researchers and field workers can make respondents feel comfortable by ________.

To control the problems of interviewers not strictly following the sampling plan, supervisors should keep daily records of all of the following EXCEPT:

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

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.

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

"Stays focused on a task and completes it" describes the interviewer characteristic of ________.

Fieldwork is the fifth step in the marketing research process.

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 do some interviewing.

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

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

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

All of the following are mentioned in the text as indicators that should be used to evaluate interviewers on the quality of interviewing EXCEPT:

Which of the following interviewer characteristics is described as "is honest and behaves ethically at all times"?

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

According to the text, interviewer cheating can be minimized through all of the following EXCEPT:

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.

Commonly used probes include all of the following questions EXCEPT:

Pride is an interviewer characteristic described as "is positive, quality conscious, and likes being recognized for a job well done."

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

Work orientation is an interviewer characteristic described as "works hard and sees work as more than a job, but an expression of oneself."

Researchers and field workers can make respondents feel comfortable by ________.

To control the problems of interviewers not strictly following the sampling plan, supervisors should keep daily records of all of the following EXCEPT:

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

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.

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

"Stays focused on a task and completes it" describes the interviewer characteristic of ________.

Fieldwork is the fifth step in the marketing research process.

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 do some interviewing.

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

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

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

All of the following are mentioned in the text as indicators that should be used to evaluate interviewers on the quality of interviewing EXCEPT:

Which of the following interviewer characteristics is described as "is honest and behaves ethically at all times"?

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

According to the text, interviewer cheating can be minimized through all of the following EXCEPT:

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.

Commonly used probes include all of the following questions EXCEPT:

Pride is an interviewer characteristic described as "is positive, quality conscious, and likes being recognized for a job well done."

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