Question 1

Indicators of quality data include all of the following except ________.

Accepted Answer

A) providing a tally on each terminated interview and the reason for termination 
B) item nonresponse occurs infrequently 
C) all instructions, including skip patterns, are followed 
D) the answers to unstructured questions are meaningful and complete enough to be coded 
A) providing a tally on each terminated interview and the reason for termination 
B) item nonresponse occurs infrequently 
C) all instructions, including skip patterns, are followed 
D) the answers to unstructured questions are meaningful and complete enough to be coded

Question 2

Interviewers should record responses after the interview.

Accepted Answer

A) True 
 B)False

Question 3

Training of field workers can be conducted by video conferencing or using the Internet.

Accepted Answer

A) True 
 B)False

Question 4

The general rule for recording answers to unstructured questions is to check the box that reflects the respondent's answer.

Accepted Answer

A) True 
 B)False

Question 5

If interviewer costs differ by city size, comparisons should be made only among field workers working in comparable cities.

Accepted Answer

A) True 
 B)False

Question 6

The typical interviewer is a married woman age 25 to 34, with an above-average education and an above-average household income.

Accepted Answer

A) True 
 B)False

Question 7

Respecting the respondent's privacy, feelings, and dignity and ensuring the integrity of the data collection process are aspects of ________.

Accepted Answer

A) ethics in marketing research 
B) evaluation of field workers 
C) training of field workers 
D) supervision of field workers 
A) ethics in marketing research 
B) evaluation of field workers 
C) training of field workers 
D) supervision of field workers

Question 8

If you are receiving field worker training and are told to use an expectant pause or to reassure the respondent with comments like, "There are no right or wrong answers.We are just trying to get your opinions." then you are learning about which aspect of field worker training?

Accepted Answer

A) probing 
B) making initial contact 
C) asking questions 
D) recording the answer 
A) probing 
B) making initial contact 
C) asking questions 
D) recording the answer

Question 9

The Council for Marketing and Opinion Research offered several guidelines for reducing refusal rates related to fieldwork. Which of the following is not one of those guidelines?

Accepted Answer

A) The subject matter should always be disclosed to the respondents. 
B) Courtesy should be exercised when deciding what hours of the day to call respondents.Calling between 9 a.m.and 9 p.m.is recommended. 
C) If mall respondents indicate the time is not convenient, an appointment should be made to conduct the interview later. 
D) Interviewer training programs should be routinely administered so that field workers will be effective at their jobs. 
A) The subject matter should always be disclosed to the respondents. 
B) Courtesy should be exercised when deciding what hours of the day to call respondents.Calling between 9 a.m.and 9 p.m.is recommended. 
C) If mall respondents indicate the time is not convenient, an appointment should be made to conduct the interview later. 
D) Interviewer training programs should be routinely administered so that field workers will be effective at their jobs.

Question 10

Which aspect of supervision ensures that the interviewers strictly follow the sampling plan rather than select sampling units based on convenience or accessibility?

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

Question 11

________ means verifying that the field workers are submitting authentic interviews.

Accepted Answer

A) Validation of fieldwork 
B) Sampling control 
C) Control of cheating 
D) Evaluation of field workers 
A) Validation of fieldwork 
B) Sampling control 
C) Control of cheating 
D) Evaluation of field workers

Question 12

In their guidelines on interviewing, the Council of American Survey Research Organizations suggests that interviewers do not reveal the identity of the ultimate client unless instructed to do so.

Accepted Answer

A) True 
 B)False

Question 13

The training of field workers is critical. Which of the following statements is not true regarding making the initial contact?

Accepted Answer

A) Interviewers should be trained to make opening remarks that will convince potential respondents that their participation is important. 
B) The interviewer should specifically ask the respondent's permission. 
C) The interviewer should be instructed on handling objections and refusals. 
D) The initial contact can result in cooperation or the loss of potential respondents. 
A) Interviewers should be trained to make opening remarks that will convince potential respondents that their participation is important. 
B) The interviewer should specifically ask the respondent's permission. 
C) The interviewer should be instructed on handling objections and refusals. 
D) The initial contact can result in cooperation or the loss of potential respondents.

Question 14

If you are receiving field worker training and you are being told to "Ask questions in the order in which they appear in the questionnaire;" and to "Repeat questions that are not understood," then you are learning about which aspect of field worker training?

Accepted Answer

A) probing 
B) making initial contact 
C) asking questions 
D) recording the answer 
A) probing 
B) making initial contact 
C) asking questions 
D) recording the answer

Question 15

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

Accepted Answer

A) cost and time 
B) response rates 
C) quality of the data 
D) all of the above 
A) cost and time 
B) response rates 
C) quality of the data 
D) all of the above

Indicators of quality data include all of the following except ________.

Interviewers should record responses after the interview.

Training of field workers can be conducted by video conferencing or using the Internet.

The general rule for recording answers to unstructured questions is to check the box that reflects the respondent's answer.

If interviewer costs differ by city size, comparisons should be made only among field workers working in comparable cities.

The typical interviewer is a married woman age 25 to 34, with an above-average education and an above-average household income.

Respecting the respondent's privacy, feelings, and dignity and ensuring the integrity of the data collection process are aspects of ________.

If you are receiving field worker training and are told to use an expectant pause or to reassure the respondent with comments like, "There are no right or wrong answers.We are just trying to get your opinions." then you are learning about which aspect of field worker training?

The Council for Marketing and Opinion Research offered several guidelines for reducing refusal rates related to fieldwork. Which of the following is not one of those guidelines?

Which aspect of supervision ensures that the interviewers strictly follow the sampling plan rather than select sampling units based on convenience or accessibility?

________ means verifying that the field workers are submitting authentic interviews.

In their guidelines on interviewing, the Council of American Survey Research Organizations suggests that interviewers do not reveal the identity of the ultimate client unless instructed to do so.

The training of field workers is critical. Which of the following statements is not true regarding making the initial contact?

If you are receiving field worker training and you are being told to "Ask questions in the order in which they appear in the questionnaire;" and to "Repeat questions that are not understood," then you are learning about which aspect of field worker training?

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

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

Filters

Exam 13: Fieldwork

Indicators of quality data include all of the following except ________.

Interviewers should record responses after the interview.

Training of field workers can be conducted by video conferencing or using the Internet.

The general rule for recording answers to unstructured questions is to check the box that reflects the respondent's answer.

If interviewer costs differ by city size, comparisons should be made only among field workers working in comparable cities.

The typical interviewer is a married woman age 25 to 34, with an above-average education and an above-average household income.

Respecting the respondent's privacy, feelings, and dignity and ensuring the integrity of the data collection process are aspects of ________.

If you are receiving field worker training and are told to use an expectant pause or to reassure the respondent with comments like, "There are no right or wrong answers.We are just trying to get your opinions." then you are learning about which aspect of field worker training?

The Council for Marketing and Opinion Research offered several guidelines for reducing refusal rates related to fieldwork. Which of the following is not one of those guidelines?

Which aspect of supervision ensures that the interviewers strictly follow the sampling plan rather than select sampling units based on convenience or accessibility?

________ means verifying that the field workers are submitting authentic interviews.

In their guidelines on interviewing, the Council of American Survey Research Organizations suggests that interviewers do not reveal the identity of the ultimate client unless instructed to do so.

The training of field workers is critical. Which of the following statements is not true regarding making the initial contact?

If you are receiving field worker training and you are being told to "Ask questions in the order in which they appear in the questionnaire;" and to "Repeat questions that are not understood," then you are learning about which aspect of field worker training?

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

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

Filters