Question 1

Interviewer cheating may be controlled by:

Accepted Answer

A)  hiring only interviewers who are honest 
B)  using one-way mirrors 
C)  supervision and validation 
D)  ensuring anonymity and confidentiality 
E)  None of the above; cheating cannot be controlled.

Question 2

Which of the following best represents what should be done about nonsampling error?

Accepted Answer

A)  Because it cannot be measured, greater attempts must be made to measure it. 
B)  Because it cannot be measured, researchers must know the sources of nonsampling error and learn how to minimize it. 
C)  Researchers must be aware that nonsampling error exists, but because it exists only in a theoretical sense, there are no known safeguards to minimize it. 
D)  Nonsampling error should be measured and controlled at all stages of the research process in order to ensure a 100 percent accurate study. 
E)  Nonsampling error should be measured and controlled at all stages of the research process in order to ensure a 95 percent accurate study.

Question 3

Callback attempts are important to reduce nonresponse. Usually, about ________ callback attempts should be made to the not-at-homes, busy signals, and no answers.

Accepted Answer

A)  8 to 10 
B)  7 to 10 
C)  5 to 10 
D)  3 to 10 
E)  3 to 4

Question 4

What are the types of nonresponse errors?

Accepted Answer

A)  refusals, break-offs, and hang-ups 
B)  hang-ups, refusals, and refusal to answer a particular question (item omission) 
C)  refusals, break-offs, and refusal to answer a particular question (item omission) 
D)  hang-ups, attention loss, and call back 
E)  hang-ups, attention loss, and misunderstandings

Question 5

Nonsampling errors stem primarily from either fieldworker errors or respondent errors.

Accepted Answer

A) True 
 B)False

Question 6

It was long thought that response rates increased if the respondents have a high level of interest in the research topic. However, recent research has shown this is false.

Accepted Answer

A) True 
 B)False

Question 7

An industry standard for validation is to recall 50 percent of the respondents to verify that they were, in fact, interviewed.

Accepted Answer

A) True 
 B)False

Question 8

The more competent the field interviewer is through training, supervision, and personal skills, the lower the potential for interviewer error.

Accepted Answer

A) True 
 B)False

Question 9

The response rate:

Accepted Answer

A)  essentially enumerates the percentage of the total sample with which interviews were completed 
B)  essentially enumerates the percentage of the population with which interviews were completed 
C)  essentially enumerates the number of the total sample with which interviews were completed 
D)  is the percentage of positive responses to questions dealing with important research objectives 
E)  is the percentage of qualified respondents who are screened out of the sample due to the incidence rate

Question 10

Which of the following has been labeled the marketing research industry's biggest problem?

Accepted Answer

A)  sampling error 
B)  falsehoods on the part of respondents 
C)  nonresponse error 
D)  item omissions 
E)  population misrepresentation

Question 11

The University of Michigan's Survey of Consumer Attitudes has shown that response rates are declining.

Accepted Answer

A) True 
 B)False

Question 12

Anonymity occurs when the respondent is given assurances that his or her answers will remain private; the researcher will not divulge the name of the respondent with the responses.

Accepted Answer

A) True 
 B)False

Question 13

Nonresponse has been labeled the marketing research industry's biggest problem.

Accepted Answer

A) True 
 B)False

Question 14

Very subtle "cues" from the interviewer may lead the respondent to answer the questions correctly. These "cues" should be properly taught to the interviewers during training so that the results may be guaranteed (within limits).

Accepted Answer

A) True 
 B)False

Question 15

After the surveys have been completed:

Accepted Answer

A)  data entry follows 
B)  there should be a preliminary screening of the questionnaires 
C)  they should be sent to the tabulation room 
D)  they should be shown to the client to verify that they were completed 
E)  all respondents should be recalled by a supervisor to ensure that they were actually interviewed

Question 16

The "third-person technique" may be used to reduce falsehoods.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is not a "thorny" ethical aspect accompanying cell phone surveys?

Accepted Answer

A)  Cell phone surveys are inherently unsafe. 
B)  Cell phone surveys are unevenly expensive for respondents. 
C)  Most cell phone surveys are not brief. 
D)  Cell phone surveys are difficult for the interviewers. 
E)  Cell phone users are disproportionately nonadults.

Question 18

Assuring anonymity or confidentiality is used as control for:

Accepted Answer

A)  fatigue 
B)  leading the respondent 
C)  misunderstandings 
D)  interviewer cheating 
E)  falsehoods

Question 19

Which of the following was NOT reported in the University of Michigan's Survey of Consumer Attitudes telephone surveys over the past two decades?

Accepted Answer

A)  Prior to 1996, survey response rates were not declining. 
B)  Prior to 1996, survey response rates were declining at about 1% a year. 
C)  Since 1996, the survey response rates have been declining at about 1.5% a year. 
D)  The decline of the survey response rate is accelerating. 
E)  The decline of the survey response rate is finally decelerating.

Question 20

Interviewer misunderstanding would be considered:

Accepted Answer

A)  intentional interviewer error 
B)  unintentional interviewer error 
C)  intentional fieldworker error 
D)  unintentional respondent error 
E)  intentional respondent error

Exam 14: Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Interviewer cheating may be controlled by:

Which of the following best represents what should be done about nonsampling error?

Callback attempts are important to reduce nonresponse. Usually, about ________ callback attempts should be made to the not-at-homes, busy signals, and no answers.

What are the types of nonresponse errors?

Nonsampling errors stem primarily from either fieldworker errors or respondent errors.

It was long thought that response rates increased if the respondents have a high level of interest in the research topic. However, recent research has shown this is false.

An industry standard for validation is to recall 50 percent of the respondents to verify that they were, in fact, interviewed.

The more competent the field interviewer is through training, supervision, and personal skills, the lower the potential for interviewer error.

The response rate:

Which of the following has been labeled the marketing research industry's biggest problem?

The University of Michigan's Survey of Consumer Attitudes has shown that response rates are declining.

Anonymity occurs when the respondent is given assurances that his or her answers will remain private; the researcher will not divulge the name of the respondent with the responses.

Nonresponse has been labeled the marketing research industry's biggest problem.

Very subtle "cues" from the interviewer may lead the respondent to answer the questions correctly. These "cues" should be properly taught to the interviewers during training so that the results may be guaranteed (within limits).

After the surveys have been completed:

The "third-person technique" may be used to reduce falsehoods.

Which of the following is not a "thorny" ethical aspect accompanying cell phone surveys?

Assuring anonymity or confidentiality is used as control for:

Which of the following was NOT reported in the University of Michigan's Survey of Consumer Attitudes telephone surveys over the past two decades?

Interviewer misunderstanding would be considered: