Question 1

The quality of interviewing should be evaluated in terms of ________.

Accepted Answer

A) interpersonal skills displayed during the interview 
B) the ability to record all replies verbatim 
C) the manner in which the interview is terminated 
D) A and C are correct. 
A) interpersonal skills displayed during the interview 
B) the ability to record all replies verbatim 
C) the manner in which the interview is terminated 
D) A and C are correct. D

Question 2

Which aspect of supervising field workers requires checking to see if the field procedures are being properly implemented?

Accepted Answer

A) quality control and editing 
B) control of cheating 
C) central office control 
D) sampling control 
A) quality control and editing 
B) control of cheating 
C) central office control 
D) sampling control A

Question 3

Which SPSS data entry product allows you to upload a copy of the questionnaire to a Web server so that data-entry operators or respondents can log on using a password and enter their results without having to install anything on their local machine?

Accepted Answer

A) SPSS DE Builder 
B) SPSS Data Entry Station 
C) SPSS Data Entry Enterprise Server (DEES) 
D) none of the above 
A) SPSS DE Builder 
B) SPSS Data Entry Station 
C) SPSS Data Entry Enterprise Server (DEES) 
D) none of the above C

Question 4

Field workers should be evaluated on which of the following?

Accepted Answer

A) time spent interviewing 
B) time spent on administration activities 
C) time spent traveling 
D) all of the above 
A) time spent interviewing 
B) time spent on administration activities 
C) time spent traveling 
D) all of the above

Question 5

Cheating involves falsifying part of a question or the entire questionnaire.

Accepted Answer

A) True 
 B)False

Question 6

Which statement does not apply only to international research?

Accepted Answer

A) Local fieldwork agencies are unavailable in many countries. 
B) Local field workers can create an appropriate climate for the interview and be sensitive to the concerns of the respondents. 
C) A global approach to marketing research is desired, which may require using the same methodologies for studies conducted in the United States so that U.S.data can be compared to other countries. 
D) Interviewer cheating may be more of a problem in many foreign countries than in the United States. 
A) Local fieldwork agencies are unavailable in many countries. 
B) Local field workers can create an appropriate climate for the interview and be sensitive to the concerns of the respondents. 
C) A global approach to marketing research is desired, which may require using the same methodologies for studies conducted in the United States so that U.S.data can be compared to other countries. 
D) Interviewer cheating may be more of a problem in many foreign countries than in the United States.

Question 7

To validate the study, the supervisors call 25 to 30 percent of the respondents to inquire whether the field workers actually conducted the interviews.

Accepted Answer

A) True 
 B)False

Question 8

Which SPSS data entry product allows you to simulate a proper CATI system because you can prepopulate the data with the phone number and basic details of the respondent so the information appears as the operator moves through the list?

Accepted Answer

A) SPSS DE Builder 
B) SPSS Data Entry Station 
C) SPSS Data Entry Enterprise Server (DEES) 
D) none of the above 
A) SPSS DE Builder 
B) SPSS Data Entry Station 
C) SPSS Data Entry Enterprise Server (DEES) 
D) none of the above

Question 9

Marketing research is being given a negative image because of the misperception that marketing researchers misuse information they collect.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following initial contact statements should be avoided?

Accepted Answer

A) May I have some of your valuable time? 
B) We highly value your opinion and would like to ask you a few questions. 
C) Would you like to answer a few questions? 
D) Both A and C should be avoided. 
A) May I have some of your valuable time? 
B) We highly value your opinion and would like to ask you a few questions. 
C) Would you like to answer a few questions? 
D) Both A and C should be avoided.

Question 11

In their guidelines on interviewing, the Council of American Survey Research Organizations suggests that interviewers keep a tally on each terminated interview and the reason for each termination.

Accepted Answer

A) True 
 B)False

Question 12

Fieldwork is the sixth step in the marketing research process.

Accepted Answer

A) True 
 B)False

Question 13

All fieldwork involves the selection, training, and supervision of persons who collect data.

Accepted Answer

A) True 
 B)False

Question 14

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 15

"Do not summarize or paraphrase the respondent's answers." would be instructions included in the ________ aspect of field worker training?

Accepted Answer

A) terminating the interview 
B) probing 
C) recording the answer 
D) asking questions 
A) terminating the interview 
B) probing 
C) recording the answer 
D) asking questions

Question 16

Discuss four of the probing techniques.

Accepted Answer

∙ Repeating the question.Repeating the q

Question 17

Supervisors can help interviewers with an inordinate number of refusals by listening to the introductions they use and providing immediate feedback.

Accepted Answer

A) True 
 B)False

Question 18

Supervisors involved in quality control and editing should do all of the following except ________.

Accepted Answer

A) supervisors should do some interviewing 
B) supervisors should provide tabulation of important demographic characteristics 
C) supervisors should collect questionnaires and other forms and edit them daily 
D) supervisors should keep a record of hours worked and expenses 
A) supervisors should do some interviewing 
B) supervisors should provide tabulation of important demographic characteristics 
C) supervisors should collect questionnaires and other forms and edit them daily 
D) supervisors should keep a record of hours worked and expenses

Question 19

Which statement is correct about terminating the interview?

Accepted Answer

A) Any spontaneous comments the respondent offers after the formal questions have been asked should be recorded. 
B) The interviewer should answer the respondent's questions about the project. 
C) The respondent should be left with a positive feeling about the interview. 
D) All of the above statements are correct. 
A) Any spontaneous comments the respondent offers after the formal questions have been asked should be recorded. 
B) The interviewer should answer the respondent's questions about the project. 
C) The respondent should be left with a positive feeling about the interview. 
D) All of the above statements are correct.

Question 20

When recording respondents' answers, interviewers should include all probes and comments.

Accepted Answer

A) True 
 B)False

Exam 13: Fieldwork

The quality of interviewing should be evaluated in terms of ________.

Which aspect of supervising field workers requires checking to see if the field procedures are being properly implemented?

Which SPSS data entry product allows you to upload a copy of the questionnaire to a Web server so that data-entry operators or respondents can log on using a password and enter their results without having to install anything on their local machine?

Field workers should be evaluated on which of the following?

Cheating involves falsifying part of a question or the entire questionnaire.

Which statement does not apply only to international research?

To validate the study, the supervisors call 25 to 30 percent of the respondents to inquire whether the field workers actually conducted the interviews.

Which SPSS data entry product allows you to simulate a proper CATI system because you can prepopulate the data with the phone number and basic details of the respondent so the information appears as the operator moves through the list?

Marketing research is being given a negative image because of the misperception that marketing researchers misuse information they collect.

Which of the following initial contact statements should be avoided?

In their guidelines on interviewing, the Council of American Survey Research Organizations suggests that interviewers keep a tally on each terminated interview and the reason for each termination.

Fieldwork is the sixth step in the marketing research process.

All fieldwork involves the selection, training, and supervision of persons who collect data.

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

"Do not summarize or paraphrase the respondent's answers." would be instructions included in the ________ aspect of field worker training?

Discuss four of the probing techniques.

Supervisors can help interviewers with an inordinate number of refusals by listening to the introductions they use and providing immediate feedback.

Supervisors involved in quality control and editing should do all of the following except ________.

Which statement is correct about terminating the interview?

When recording respondents' answers, interviewers should include all probes and comments.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: 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

Frequency Distribution, Cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

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