Deck 18: Fieldwork

Question 1

A research project is no better than the quality of data collected in the field.

Answer 1

True

Question 2

If a respondent does not understand a question, interviewers should be instructed to rephrase the question in different words to enable better understanding.

Answer 2

False

Question 3

The goal of field interviewer training sessions is to ensure that each respondent is provided with common information.

Answer 3

True

Question 4

The door-in-the-face compliance technique begins with a large initial request that nearly everyone will react negatively followed by a second request for a smaller favor.

Question 5

When an interviewer asks the respondent a question and then waits patiently and expectantly for the respondent to answer it, this is known as a neutral probe.

Question 6

Interviewer training sessions should include instructions as to how to close the interview with the respondent in a graceful manner.

Question 7

One major rule for asking questions is to ask questions exactly as they are worded in the questionnaire.

Question 8

An individual who is responsible for gathering data in the field is called a fieldworker.

Question 9

One probing tactic is to repeat the question for a respondent.

Question 10

It is an ethical issue for the interviewer to tell the potential respondent the correct expected length of the interview session.

Question 11

Field interviewing services are research suppliers that specialize in gathering data.

Question 12

An important aspect of the field interviewer's job is to establish rapport with respondents.

Question 13

An important aspect of the field supervisor's job is to ensure that the study's sampling plan is being conducted according to the research design.

Question 14

In recording answers to open-ended questions during field interviews, it is important for the interviewer to summarize the general meaning of the respondent's responses to questions.

Question 15

To avoid interviewer bias, interviewers should not be aware of the sample procedure.

Question 16

One basic principle of good interviewing practice is to have integrity and be honest.

Question 17

Normally, interviewers should be healthy, outgoing, and well groomed and tailored.

Question 18

In field interviews, the interviewer should not indicate his probes to the respondent's answers to questions on the interview form.

Question 19

Survey interviewers generally are salaried employees.

Question 20

In field research, the data collection process is typically conducted by the same person who designed the research study.

Question 21

When a field worker calls a potential respondent and says: "Good evening. My name is Jim Smith and I'm calling from Burke Marketing Research in Cincinnati, Ohio," what aspect of the interviewer training program is being conducted?

A) recording responses
B) making initial contact
C) closing the interview
D) probing

Question 22

Jay is employed by Kraft Foods and conducts interviews and collects survey data for consumer research projects undertaken by Kraft Foods. Jay is a(n) _____.

A) in-house interviewer
B) primary interviewer
C) field service provider
D) ethnographer

Question 23

When a phone interviewer asks a respondent if they would be willing to fill out a ten- page survey that would be mailed to them the following week, and when receiving a negative response to that request, asks the respondent if she would answer three short questions over the phone at the present time, this is an example of _____.

A) the foot-in-the-door technique
B) probing
C) the door-in-the-face technique
D) verification

Question 24

When an interviewer conducts a taste test for a new type of pizza and the respondent replies: "Good" to the question: "How does that pizza taste?", and then the interviewer asks: "What do you mean by 'good'?", this is an example of _____.

A) an expectant pause
B) a silent probe
C) a neutral question
D) verification

Question 25

All of the following is an important guideline for field interviewers EXCEPT _____.

A) ask the questions in the exact sequence given on the interview questionnaire
B) ask every question on the interview questionnaire
C) ask all questions exactly as they are worded on the interview questionnaire
D) skip questions respondents don't understand

Question 26

The person responsible for data collection in the field is called a(n) _____.

A) fieldworker
B) probe
C) briefer
D) intermediary

Question 27

The training session to ensure that each interviewer is provided with common information is called a(n) _____.

A) touchpoint
B) probe
C) briefing session
D) orientation session

Question 28

Which of the following refers to a fieldworker who is employed by the company conducting the research?

A) primary interviewer
B) personal interviewer
C) in-house interviewer
D) interview specialist

Question 29

Which compliance technique is a two-step process that begins with an initial request that is so large that nearly everyone refuses but is followed up with a smaller, more reasonable, request?

A) foot-in-the-door technique
B) door-in-the-face technique
C) reverse psychology technique
D) high-low technique

Question 30

When an interviewer is faced with a situation in which a respondent has not answered a question, and the interviewer leans forward in her chair to look at the respondent in such a way to communicate that the interviewer expects the respondent to answer the question, this is an example of _____.

A) repeating the question
B) asking a neutral question
C) a silent probe
D) verification

Question 31

Sunrise Research Service is a research supplier that specializes in conducting personal interviews. The only aspect of the research project conducted by Sunrise is the interview, and several full-service research companies subcontract this task out to Sunrise. Sunrise is an example of a(n) _____.

A) ad hoc research company
B) field interviewing service
C) research specialist agency
D) sub-research agency

Question 32

Which of the following is an example of a fieldworker?

A) a phone interviewer who makes calls from a central location
B) an observer who notes which aisles in a supermarket shoppers avoid
C) a person who goes door-to-door asking questions of homeowners
D) all of these choices

Question 33

All of the following are possible probing tactics EXCEPT _____.

A) repeating the question
B) asking a neutral question
C) ignoring the respondent's reply
D) using a silent probe

Question 34

Nancy is a college student and just got a job at call center that conducts telephone surveys. Her job entails calling respondents, asking them questions, and recording their answers in the computer. Nancy is working as a _____.

A) surveyor
B) briefer
C) data collector
D) fieldworker

Question 35

When the interviewer asks the question again after the respondent has failed to answer the question, this is an example of _____.

A) repeating the question
B) a silent probe
C) an expectant pause
D) asking a neutral question

Question 36

Which of the following is a suggestion for recording the answer to open-ended interview questions?

A) record responses verbatim
B) include all probes
C) do not paraphrase respondent's answers to questions
D) all of these choices

Question 37

When an interviewer conducts a taste test for a new soft drink and asks the respondent how the product tastes, and the respondent replies: "Pretty good," and then the interviewer asks: "Why do you feel that way?", this is an example of _____.

A) a neutral question
B) an expectant pause
C) a silent probe
D) repeating the question

Question 38

When a field interviewer attempts to obtain a respondent's agreement to participate in a 90-minute depth interview after the respondent has already answered two short questions from the interviewer, this is an example of _____.

A) the door-in-the-face technique
B) probing
C) the foot-in-the-door technique
D) verification

Question 39

Which compliance technique is characterized by a large or difficult task being induced by first obtaining the respondent's compliance with a smaller request?

A) foot-in-the-door technique
B) door-in-the-face technique
C) in-your-face technique
D) buildup technique

Question 40

A research supplier that specializes in gathering data is called a _____.

A) syndicated research service
B) field interviewing service
C) compliance company
D) briefing service

Question 41

Managers of field operations perform which function?

A) select fieldworkers
B) train fieldworkers
C) control fieldworkers
D) all of these choices

Question 42

All of the following are required practical rules for research inquiry that should be followed EXCEPT _____.

A) complete the questionnaires meticulously
B) change how questions are asked based on the situation
C) keep control of each interview
D) compare sample execution and assigned quota with the total number of questionnaires completed

Question 43

A form of interviewer cheating in which an interviewer makes up the responses instead of conducting an actual interviewer is called _____.

A) triangulation
B) stonewalling
C) interviewer bias
D) curbstoning

Question 44

A research supplier that specializes in data collection is called a(n) ______.

Question 45

When an interviewer is trained to record the respondent's answers to open-ended questions by using the exact words used by the respondent, this is another way of saying: "Record the respondent's answers ______."

Question 46

The _____ compliance technique has the potential to be unethical if the respondent is deceived with an illegitimate initial request.

Question 47

_____ involves quality-control procedures in fieldwork intended to ensure that interviewers are following the sampling procedures and to determine whether interviewers are cheating.

A) Validation
B) Verification
C) Triangulation
D) Curbstoning

Question 48

After calling several respondents, a supervisor learned that a fieldworker filled in fake answers on several surveys rather than contacting respondents. The fieldworker's behavior is an example of _____.

A) curbstoning
B) validation
C) asking a neutral question
D) interviewer bias

Question 49

When a field supervisor phones a respondent to obtain her reactions to the interviewer and also asks some basic demographic information about the respondent's age and zip code, the field supervisor is conducting _____.

A) a silent probe
B) a briefing session
C) a verification of the data
D) triangulation

Question 50

When a field interviewer asks a respondent to elaborate on a brief response in order to understand better what the respondent really meant, this is called a(n) ______ technique.

Question 51

When a field interviewer believes that the respondent has more to say to a question and waits patiently for the respondent to continue talking, this is called a(n) ______ probe.

Question 52

When potential respondents are asked to agree to a small request (e.g. a five-minute interview) in the hope that they will agree to a much larger request (e.g. a 90-minute depth interview), this is an example of the ______ technique.

Question 53

_____ is the practice by fieldworkers of filling in fake answers or falsifying interviews.

A) Interviewer slighting
B) Gun-decking
C) Falsification
D) Interviewer cheating

Question 54

When an interviewer decides not to ask respondents their annual salary because she does not want to embarrass them, and, instead, makes "her best guess" about the respondent's salary, this is an example of _____.

A) verification
B) interviewer cheating
C) a verbatim response
D) verification

Question 55

When potential respondents are asked to agree to a large request (e.g. a 2-hour depth interview), and when they refuse, are asked if they would agree to a short 15-minute interview, this is an example of the ______ technique.

Question 56

A person who is responsible for field data collection is called a(n) ______.

Question 57

When a company that is conducting the research has one of its own staff work as a data collection specialist in the field, this staff member is called a(n) ______.

Question 58

In field interviews, about what percentage of completed interviews are typically verified by field supervisors?

A) 5 percent
B) 15 percent
C) 25 percent
D) 40 percent

Question 59

The interviewer training session is called a ______ session.

Question 60

All of the following are basic principles for good interviewing technique EXCEPT _____

A) have patience and tack
B) pay attention to accuracy and detail
C) keep the respondent's answers confidential
D) spend more time listening and less time recording answers

Question 61

List the five major rules for asking questions.

Question 62

List the eight practical rules (required practices) of research inquiry that should be followed and used without exception.

Question 63

You work at a field interviewing service and are asked by your supervisor to write a job announcement for a research fieldworker. Describe the role and job requirements of a fieldworker that you should list in that ad.

Question 64

When a field supervisor contacts respondents by phone to determine their reaction to the interviewer and asks them basic demographic questions in an attempt to ensure that interviewer cheating did not occur, this is the process of ______.

Question 65

Discuss the activities involved in the management of fieldworkers.

Question 66

Interviewer cheating in which he or she falsifies interviews, merely filling in fake answers rather than contacting respondents is sometimes referred to as _____.

Question 67

When an interviewer fills in answers on an interview form without asking the respondent the questions, this is a form of interviewer ______.

Question 68

Discuss probing tactics interviewers can use when respondents give no answer, incomplete answers, or provide an answer that needs clarification.

Question 69

List the skills to cover when training inexperienced interviewers.