Question 1

________ represent values of a variable that are unknown,either because respondents provided ambiguous answers or their answers were not properly recorded.

Accepted Answer

A)  Missing responses 
B)  Inconsistent responses 
C)  Out-of-range values 
D)  Invalid responses 
E)  Edits 
A)  Missing responses 
B)  Inconsistent responses 
C)  Out-of-range values 
D)  Invalid responses 
E)  Edits

Question 2

Field workers are generally paid an hourly rate or on a per-interview basis.

Accepted Answer

A) True 
 B)False

Question 3

According to the text,the symbols used in the assignment of codes to each possible response to each question is usually a number.

Accepted Answer

A) True 
 B)False

Question 4

In a short essay,describe the process of editing in the data preparation process and discuss the four types of errors a researcher is attempting to minimize in this procedure.

Accepted Answer

Editing involves reviewing questi

Question 5

According to the text,a survey discloses that 31 percent of the respondents preferred the client's brand,while 30.8 percent preferred the closest competing brand.In such a case,it is announced that the client's brand is the dominant brand.Such a situation would be ________.

Accepted Answer

A)  acceptable based on the facts of the survey 
B)  acceptable if only the client was told this 
C)  impossible to weigh in with a moral judgment based on these details 
D)  unacceptable if only the client was told this 
E)  unacceptable because it is misleading; the brands have virtual parity 
A)  acceptable based on the facts of the survey 
B)  acceptable if only the client was told this 
C)  impossible to weigh in with a moral judgment based on these details 
D)  unacceptable if only the client was told this 
E)  unacceptable because it is misleading; the brands have virtual parity

Question 6

Respondents with unsatisfactory responses may be simply discarded when the proportion of unsatisfactory respondents is ________.

Accepted Answer

A)  less than 10 percent 
B)  10 percent to 20 percent 
C)  21 percent to 30 percent 
D)  31 percent to 40 percent 
E)  more than 41 percent 
A)  less than 10 percent 
B)  10 percent to 20 percent 
C)  21 percent to 30 percent 
D)  31 percent to 40 percent 
E)  more than 41 percent

Question 7

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

Accepted Answer

All fieldwork involves the selection,tra

Question 8

A review of the questionnaires with the objective of increasing accuracy and precision is called ________.

Accepted Answer

A)  editing 
B)  coding 
C)  validating 
D)  pretesting 
E)  transcribing 
A)  editing 
B)  coding 
C)  validating 
D)  pretesting 
E)  transcribing

Question 9

A book containing coding instructions and the necessary information about variables in the data set is called a(n)________.

Accepted Answer

A)  editing book 
B)  sampling record 
C)  codebook 
D)  questionnaire 
E)  checking book 
A)  editing book 
B)  sampling record 
C)  codebook 
D)  questionnaire 
E)  checking book

Question 10

A motivational technique used when asking survey questions to induce the respondents to enlarge on,clarify,or explain their answers and to help the respondents focus on the specific content of the interview is called ________.

Accepted Answer

A)  probing 
B)  sampling 
C)  factoring 
D)  recording 
E)  selecting 
A)  probing 
B)  sampling 
C)  factoring 
D)  recording 
E)  selecting

Question 11

To the extent possible,interviewers should be selected ________ since this increases the probability of a successful interview.

Accepted Answer

A)  to emphasize a higher income class than respondents 
B)  to match respondents' characteristics 
C)  to emphasize a lower income class than respondents 
D)  based primarily on their availability 
E)  based on height and weight tables 
A)  to emphasize a higher income class than respondents 
B)  to match respondents' characteristics 
C)  to emphasize a lower income class than respondents 
D)  based primarily on their availability 
E)  based on height and weight tables

Question 12

The first step in the fieldwork process is the ________.

Accepted Answer

A)  selection of field workers 
B)  training of field workers 
C)  supervision of field workers 
D)  evaluation of field workers 
E)  validation of fieldwork 
A)  selection of field workers 
B)  training of field workers 
C)  supervision of field workers 
D)  evaluation of field workers 
E)  validation of fieldwork

Question 13

To the extent possible,interviewers should be selected to emphasize a higher income class than respondents,since this increases the probability of a successful interview.

Accepted Answer

A) True 
 B)False

Question 14

Optical scanning involves direct machine reading of the codes and simultaneous transcription.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

Validation of fieldwork means verifying

Question 16

A part of the data cleaning process that identifies data that are out of range or logically inconsistent,or that have extreme values,is called consistency checks.

Accepted Answer

A) True 
 B)False

Question 17

Data preparation should only begin once all batches of questionnaires are received from the field.In this way,processing uniformity is boosted.

Accepted Answer

A) True 
 B)False

Question 18

Treatment of missing responses poses problems,particularly if the proportion of missing responses is ________.

Accepted Answer

A)  between 1 percent and 3 percent 
B)  between 3 percent and 5 percent 
C)  between 5 percent and 7 percent 
D)  between 8 percent and 9 percent 
E)  more than 10 percent 
A)  between 1 percent and 3 percent 
B)  between 3 percent and 5 percent 
C)  between 5 percent and 7 percent 
D)  between 8 percent and 9 percent 
E)  more than 10 percent

Question 19

If there are too few respondents in the lowest income category,this category may be combined or merged with the next lowest category.This is known as ________.

Accepted Answer

A)  recombining 
B)  replication 
C)  returning 
D)  resetting 
E)  recoding 
A)  recombining 
B)  replication 
C)  returning 
D)  resetting 
E)  recoding

Question 20

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

Accepted Answer

A) True 
 B)False

________ represent values of a variable that are unknown,either because respondents provided ambiguous answers or their answers were not properly recorded.

Field workers are generally paid an hourly rate or on a per-interview basis.

According to the text,the symbols used in the assignment of codes to each possible response to each question is usually a number.

In a short essay,describe the process of editing in the data preparation process and discuss the four types of errors a researcher is attempting to minimize in this procedure.

According to the text,a survey discloses that 31 percent of the respondents preferred the client's brand,while 30.8 percent preferred the closest competing brand.In such a case,it is announced that the client's brand is the dominant brand.Such a situation would be ________.

Respondents with unsatisfactory responses may be simply discarded when the proportion of unsatisfactory respondents is ________.

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

A review of the questionnaires with the objective of increasing accuracy and precision is called ________.

A book containing coding instructions and the necessary information about variables in the data set is called a(n)________.

A motivational technique used when asking survey questions to induce the respondents to enlarge on,clarify,or explain their answers and to help the respondents focus on the specific content of the interview is called ________.

To the extent possible,interviewers should be selected ________ since this increases the probability of a successful interview.

The first step in the fieldwork process is the ________.

To the extent possible,interviewers should be selected to emphasize a higher income class than respondents,since this increases the probability of a successful interview.

Optical scanning involves direct machine reading of the codes and simultaneous transcription.

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

A part of the data cleaning process that identifies data that are out of range or logically inconsistent,or that have extreme values,is called consistency checks.

Data preparation should only begin once all batches of questionnaires are received from the field.In this way,processing uniformity is boosted.

Treatment of missing responses poses problems,particularly if the proportion of missing responses is ________.

If there are too few respondents in the lowest income category,this category may be combined or merged with the next lowest category.This is known as ________.

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

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

________ represent values of a variable that are unknown,either because respondents provided ambiguous answers or their answers were not properly recorded.

Field workers are generally paid an hourly rate or on a per-interview basis.

According to the text,the symbols used in the assignment of codes to each possible response to each question is usually a number.

In a short essay,describe the process of editing in the data preparation process and discuss the four types of errors a researcher is attempting to minimize in this procedure.

According to the text,a survey discloses that 31 percent of the respondents preferred the client's brand,while 30.8 percent preferred the closest competing brand.In such a case,it is announced that the client's brand is the dominant brand.Such a situation would be ________.

Respondents with unsatisfactory responses may be simply discarded when the proportion of unsatisfactory respondents is ________.

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

A review of the questionnaires with the objective of increasing accuracy and precision is called ________.

A book containing coding instructions and the necessary information about variables in the data set is called a(n)________.

A motivational technique used when asking survey questions to induce the respondents to enlarge on,clarify,or explain their answers and to help the respondents focus on the specific content of the interview is called ________.

To the extent possible,interviewers should be selected ________ since this increases the probability of a successful interview.

The first step in the fieldwork process is the ________.

To the extent possible,interviewers should be selected to emphasize a higher income class than respondents,since this increases the probability of a successful interview.

Optical scanning involves direct machine reading of the codes and simultaneous transcription.

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

A part of the data cleaning process that identifies data that are out of range or logically inconsistent,or that have extreme values,is called consistency checks.

Data preparation should only begin once all batches of questionnaires are received from the field.In this way,processing uniformity is boosted.

Treatment of missing responses poses problems,particularly if the proportion of missing responses is ________.

If there are too few respondents in the lowest income category,this category may be combined or merged with the next lowest category.This is known as ________.

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

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