Question 1

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

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 2

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

Accepted Answer

A) True 
 B)False

Question 3

Field workers should be evaluated on which of the following?

Accepted Answer

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

Question 4

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

Accepted Answer

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. 
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 5

Which of the following initial contact statements should be avoided?

Accepted Answer

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. 
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 6

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

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

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 9

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?

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

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 11

Which of the following activities is not fieldwork?

Accepted Answer

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 
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 12

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 13

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

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

________ 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 16

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

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 17

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

Accepted Answer

A) True 
 B)False

Question 18

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.

Accepted Answer

A) True 
 B)False

Question 19

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 20

Fieldwork is the sixth step in the marketing research process.

Accepted Answer

A) True 
 B)False

Exam 13: Fieldwork

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

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

Field workers should be evaluated on which of the following?

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

Which of the following initial contact statements should be avoided?

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

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

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

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?

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

Which of the following activities is not fieldwork?

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

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

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

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

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

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

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.

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?

Fieldwork is the sixth step in the marketing research process.

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