Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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 ________.

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 3

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

Accepted Answer

Validation of fieldwork means verifying

Question 4

Discuss fieldwork in the context of mobile marketing research.

Accepted Answer

The field work process described in this

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

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

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

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

Accepted Answer

A) True 
 B)False

Question 9

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 10

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

Accepted Answer

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

Question 11

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.

Accepted Answer

A) True 
 B)False

Question 12

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 13

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

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

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 
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 15

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.

Question 16

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

Accepted Answer

All fieldwork involves the selection,tra

Question 17

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 18

List the guidelines for asking questions.

Accepted Answer

∙ Be thoroughly familiar with the questi

Question 19

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.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 13: Fieldwork

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

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 ________.

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

Discuss fieldwork in the context of mobile marketing research.

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

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

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

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

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

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

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.

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

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

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

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

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

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

List the guidelines for asking questions.

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.

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

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

Filters