Deck 13: Fieldwork

Question 1

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

Answer 1

True

Question 2

The evaluation of field workers should be based on the criteria of cost and time,response rates,quality of interviewing,and quality of data.

Answer 2

True

Question 3

The quality of interviewing should be evaluated in terms of the appropriateness of the introduction.

Answer 3

True

Question 4

(AO?)stands for the probing comment "any other reason."

Question 5

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

Question 6

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

Question 7

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

Question 8

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

Question 9

The persons who design the research frequently collect marketing research data.

Question 10

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

Question 11

Fieldwork is the sixth step in the marketing research process.

Question 12

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

Question 13

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

Question 14

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

Question 15

Interviewers should record responses after the interview.

Question 16

A slight change in the wording,sequence,or manner in which a question is asked does not distort its meaning or bias the response.

Question 17

In their guidelines on interviewing,the Insights Association suggests that interviewers do not reveal the identity of the ultimate client unless instructed to do so.

Question 18

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

Question 19

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

Question 20

As a part of central office control,supervisors should keep a record of hours worked and expenses.

Question 21

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?

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

Question 22

Supervision of field workers includes all of the following except ________.

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

Question 23

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

Question 24

In their guidelines on interviewing,the Insights Association suggests that interviewers have unnecessary side conversations with the respondent in an effort to make the respondent more comfortable.

Question 25

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

Question 26

To make the respondents more comfortable and informed,some marketing research firms and fieldwork agencies provide potential respondents with toll free numbers to verify the information given by the field workers and to take the survey over the phone.

Question 27

Which of the following is not one of the general qualifications of fieldworkers?

A)healthy
B)outgoing
C)experienced and middle-aged
D)pleasant appearance

Question 28

Which statement is not true about probing?

A)Probing is intended to motivate respondents to enlarge on,clarify,or explain their answers.
B)Probing helps respondents focus on the specific content of the interview and provide only relevant information.
C)Changing the phrasing or order of questions during the interview can make significant differences in the response obtained.
D)Probing should not introduce any bias.

Question 29

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

Question 30

In their guidelines on interviewing,the Insights Association suggests that interviewers keep a tally on each terminated interview and the reason for each termination.

Question 31

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?

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

Question 32

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

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 33

Which statement is correct about terminating the interview?

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 34

All of the following are commonly used probing techniques except ________.

A)using objective/neutral questions or comments
B)ask each applicable question
C)boosting or reassuring the respondent
D)eliciting clarification

Question 35

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

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

Question 36

Which of the following initial contact statements 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 37

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

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

Question 38

The Council for Marketing and Opinion Research,now part of the Insights Association (www.insightsassociation.org),offered several guidelines for reducing refusal rates related to fieldwork.Which of the following is not one of those guidelines?

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 39

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

Question 40

Which of the following activities is not fieldwork?

A)a worker mailing questionnaires from an office
B)an observer counting customers in a particular section of a store
C)a statistician analyzing the results of a survey
D)a telephone interviewer calling from a central location

Question 41

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

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 42

List and discuss the major areas of the fieldwork/data collection process.

Question 43

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

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

Question 44

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

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.

Question 45

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

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

Question 46

Supervisors should keep daily records of the number of calls made,number of not-at-homes,number of refusals,number of completed interviews for each interviewer,and the total for all interviewers under their control.These daily records are a part of ________.

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

Question 47

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

Question 48

List the guidelines for asking questions.

Question 49

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

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

Question 50

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

Question 51

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

Question 52

Which statement does not apply only to international research?

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 53

Which aspect of supervision includes tabulation of quota variables,important demographic characteristics,and answers to key variables?

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

Question 54

Field workers should be evaluated on which of the following?

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

Question 55

When collecting qualitative data from social media,which of the following is(are)decision(s)that have to be made?

A)determining the type and specification of the social media channels to be monitored
B)developing a standardization of terms,conversation types,and content types
C)establishing a standardized coding scheme
D)setting benchmarks
E)All of these are decisions that have to be made

Question 56

Discuss four of the probing techniques.

Question 57

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

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

Question 58

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

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 59

In a short essay,discuss the fieldwork issues facing researchers conducting international marketing research.

Question 60

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

A)the precision with which the field worker asks questions
B)the ability to ask sensitive questions
C)the ability to probe in an unbiased manner
D)All of the above are correct.

Question 61

Discuss fieldwork in the context of mobile marketing research.