Question 1

Central office control involves tabulating the responses to important demographic characteristics and key questions.

Accepted Answer

A) True 
 B)False

Question 2

The final data analysis plan should never differ from the preliminary plan for data analysis.

Accepted Answer

A) True 
 B)False

Question 3

An observer counting customers in a particular section of a store is an example of a field worker.

Accepted Answer

A) True 
 B)False

Question 4

According to the text, the typical interviewer is a ________, with an above-average education and an above-average household income.

Accepted Answer

A) single woman aged 18 to 34 
B) single woman aged 35 to 54 
C) married woman aged 18 to 34 
D) married woman aged 35 to 54 
E) senior woman aged 55 to 65 
A) single woman aged 18 to 34 
B) single woman aged 35 to 54 
C) married woman aged 18 to 34 
D) married woman aged 35 to 54 
E) senior woman aged 55 to 65

Question 5

Interviewers should record responses after the interview.

Accepted Answer

A) True 
 B)False

Question 6

Unsatisfactory responses from collected data may be discarded when the proportion of unsatisfactory respondents is 20 percent to 30 percent.

Accepted Answer

A) True 
 B)False

Question 7

A researcher should implement all of the following steps when selecting field workers EXCEPT ________.

Accepted Answer

A) develop job specification for the project 
B) decide what characteristics the field workers should have 
C) recruit appropriate individuals 
D) All of the mentioned steps should be followed when selecting field workers. 
E) None of these are steps to follow when selecting field workers. 
A) develop job specification for the project 
B) decide what characteristics the field workers should have 
C) recruit appropriate individuals 
D) All of the mentioned steps should be followed when selecting field workers. 
E) None of these are steps to follow when selecting field workers.

Question 8

Conditions of conducting fieldwork in international marketing research include which of the following?

Accepted Answer

A) Minimal training of overseas field workers is all that is required for success. 
B) Selecting sampling units is done with stricter adherence to the sampling plan than in the United States. 
C) Cheating by field workers is less of a problem. 
D) Sending expatriates to collect data overseas is frequently done. 
E) Local fieldwork agencies are unavailable in many countries. 
A) Minimal training of overseas field workers is all that is required for success. 
B) Selecting sampling units is done with stricter adherence to the sampling plan than in the United States. 
C) Cheating by field workers is less of a problem. 
D) Sending expatriates to collect data overseas is frequently done. 
E) Local fieldwork agencies are unavailable in many countries.

Question 9

Only software programs developed for the research industry should be used to enter data, not programs such as Microsoft EXCEL.

Accepted Answer

A) True 
 B)False

Question 10

The first step in the fieldwork process is the selection of field workers.

Accepted Answer

A) True 
 B)False

Question 11

The supervisor should ask a complex and sensitive survey question when validating an interview with a respondent.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is NOT recognized as a phase of the interviewing process?

Accepted Answer

A) validating the interview 
B) making the initial contact 
C) asking the questions 
D) recording the answers 
E) probing 
A) validating the interview 
B) making the initial contact 
C) asking the questions 
D) recording the answers 
E) probing

Question 13

When collecting qualitative data from social media, which of the following is a decision that has 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 14

Which of the following is the last stage of the data preparation process?

Accepted Answer

A) questionnaire checking 
B) coding 
C) data cleaning 
D) transcribing 
E) selecting a data analysis strategy 
A) questionnaire checking 
B) coding 
C) data cleaning 
D) transcribing 
E) selecting a data analysis strategy

Question 15

In a short essay, define data cleaning and discuss how consistency checks and treatment of missing responses relate to the data cleaning process.

Accepted Answer

Data cleaning is the thorough and extens

Question 16

According to the text, interviewer cheating can be minimized through all of the following EXCEPT through ________.

Accepted Answer

A) proper training 
B) pretesting of questionnaires 
C) proper supervision 
D) validation of fieldwork 
E) All of the above will help to minimize interviewer cheating. 
A) proper training 
B) pretesting of questionnaires 
C) proper supervision 
D) validation of fieldwork 
E) All of the above will help to minimize interviewer cheating.

Question 17

The assignment of a symbol to represent a specific response to a specific question, along with the data record and column position that symbol will occupy, is called ________.

Accepted Answer

A) editing 
B) coding 
C) sampling 
D) pretesting 
E) selecting 
A) editing 
B) coding 
C) sampling 
D) pretesting 
E) selecting

Question 18

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

Accepted Answer

Validation of fieldwork means verifying

Question 19

In a short essay, describe the process of coding and discuss the purpose of a field and a record.Include a specific example to support your answer.Next, describe the purpose of a codebook in the coding process.

Accepted Answer

Coding means assigning a code, us

Question 20

Supervision of field workers involves all of the following EXCEPT ________.

Accepted Answer

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

Central office control involves tabulating the responses to important demographic characteristics and key questions.

The final data analysis plan should never differ from the preliminary plan for data analysis.

An observer counting customers in a particular section of a store is an example of a field worker.

According to the text, the typical interviewer is a ________, with an above-average education and an above-average household income.

Interviewers should record responses after the interview.

Unsatisfactory responses from collected data may be discarded when the proportion of unsatisfactory respondents is 20 percent to 30 percent.

A researcher should implement all of the following steps when selecting field workers EXCEPT ________.

Conditions of conducting fieldwork in international marketing research include which of the following?

Only software programs developed for the research industry should be used to enter data, not programs such as Microsoft EXCEL.

The first step in the fieldwork process is the selection of field workers.

The supervisor should ask a complex and sensitive survey question when validating an interview with a respondent.

Which of the following is NOT recognized as a phase of the interviewing process?

When collecting qualitative data from social media, which of the following is a decision that has to be made?

Which of the following is the last stage of the data preparation process?

In a short essay, define data cleaning and discuss how consistency checks and treatment of missing responses relate to the data cleaning process.

According to the text, interviewer cheating can be minimized through all of the following EXCEPT through ________.

The assignment of a symbol to represent a specific response to a specific question, along with the data record and column position that symbol will occupy, is called ________.

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

In a short essay, describe the process of coding and discuss the purpose of a field and a record.Include a specific example to support your answer.Next, describe the purpose of a codebook in the coding process.

Supervision of field workers involves all of the following EXCEPT ________.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design, Secondary and Syndicated Data

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters

Exam 10: Data Collection and Preparation

Central office control involves tabulating the responses to important demographic characteristics and key questions.

The final data analysis plan should never differ from the preliminary plan for data analysis.

An observer counting customers in a particular section of a store is an example of a field worker.

According to the text, the typical interviewer is a ________, with an above-average education and an above-average household income.

Interviewers should record responses after the interview.

Unsatisfactory responses from collected data may be discarded when the proportion of unsatisfactory respondents is 20 percent to 30 percent.

A researcher should implement all of the following steps when selecting field workers EXCEPT ________.

Conditions of conducting fieldwork in international marketing research include which of the following?

Only software programs developed for the research industry should be used to enter data, not programs such as Microsoft EXCEL.

The first step in the fieldwork process is the selection of field workers.

The supervisor should ask a complex and sensitive survey question when validating an interview with a respondent.

Which of the following is NOT recognized as a phase of the interviewing process?

When collecting qualitative data from social media, which of the following is a decision that has to be made?

Which of the following is the last stage of the data preparation process?

In a short essay, define data cleaning and discuss how consistency checks and treatment of missing responses relate to the data cleaning process.

According to the text, interviewer cheating can be minimized through all of the following EXCEPT through ________.

The assignment of a symbol to represent a specific response to a specific question, along with the data record and column position that symbol will occupy, is called ________.

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

In a short essay, describe the process of coding and discuss the purpose of a field and a record.Include a specific example to support your answer.Next, describe the purpose of a codebook in the coding process.

Supervision of field workers involves all of the following EXCEPT ________.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design, Secondary and Syndicated Data

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters