Question 1

To understand the interviewers' problems, the supervisors should do some interviewing.

Accepted Answer

A) True 
 B)False

Question 2

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 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

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 5

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 6

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 7

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 8

________ 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 9

According to the text, category codes should be ________ and ________.

Accepted Answer

A) dependent; collectively exhaustive 
B) collectively exhaustive; mutually exclusive 
C) mutually inclusive; dependent 
D) dependent; mutually exclusive 
E) precoded; post-coded 
A) dependent; collectively exhaustive 
B) collectively exhaustive; mutually exclusive 
C) mutually inclusive; dependent 
D) dependent; mutually exclusive 
E) precoded; post-coded

Question 10

Researchers and field workers can make respondents feel comfortable by ________.

Accepted Answer

A) entertaining them 
B) hiding the purpose of the project 
C) addressing questions of respondents 
D) revealing what other respondents said 
E) all of the above 
A) entertaining them 
B) hiding the purpose of the project 
C) addressing questions of respondents 
D) revealing what other respondents said 
E) all of the above

Question 11

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 coding.

Accepted Answer

A) True 
 B)False

Question 12

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 13

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 ________.

Accepted Answer

A) transcribing 
B) validating 
C) consistency checks 
D) coding 
E) editing 
A) transcribing 
B) validating 
C) consistency checks 
D) coding 
E) editing

Question 14

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 15

Supervision of field workers involves coding of questionnaires.

Accepted Answer

A) True 
 B)False

Question 16

Research staff collecting and analyzing data from social media are normally part-time employees of the research firm.

Accepted Answer

A) True 
 B)False

Question 17

To validate the study, the supervisors call 30 to 40 percent of the respondents to inquire whether the field workers actually conducted the interviews.

Accepted Answer

A) True 
 B)False

Question 18

To evaluate interviewers on the quality of interviewing, the supervisor must directly observe the interviewing process.

Accepted Answer

A) True 
 B)False

Question 19

Categories are collectively exhaustive if each response fits into one of the assigned category codes.

Accepted Answer

A) True 
 B)False

Question 20

To control the problems of interviewers not strictly following the sampling plan, supervisors should keep daily records of all of the following EXCEPT ________.

Accepted Answer

A) the number of calls made 
B) the number of not-at-homes 
C) the number of refusals 
D) the number of completed interviews for each interviewer 
E) Supervisors should keep daily records of all of the selections to control interviewers. 
A) the number of calls made 
B) the number of not-at-homes 
C) the number of refusals 
D) the number of completed interviews for each interviewer 
E) Supervisors should keep daily records of all of the selections to control interviewers.

To understand the interviewers' problems, the supervisors should do some interviewing.

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

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

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

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

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 ________.

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

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

According to the text, category codes should be and .

Researchers and field workers can make respondents feel comfortable by ________.

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 coding.

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

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 ________.

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.

Supervision of field workers involves coding of questionnaires.

Research staff collecting and analyzing data from social media are normally part-time employees of the research firm.

To validate the study, the supervisors call 30 to 40 percent of the respondents to inquire whether the field workers actually conducted the interviews.

To evaluate interviewers on the quality of interviewing, the supervisor must directly observe the interviewing process.

Categories are collectively exhaustive if each response fits into one of the assigned category codes.

To control the problems of interviewers not strictly following the sampling plan, supervisors should keep daily records of 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

To understand the interviewers' problems, the supervisors should do some interviewing.

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

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

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

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

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 ________.

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

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

According to the text, category codes should be ________ and ________.

Researchers and field workers can make respondents feel comfortable by ________.

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 coding.

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

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 ________.

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.

Supervision of field workers involves coding of questionnaires.

Research staff collecting and analyzing data from social media are normally part-time employees of the research firm.

To validate the study, the supervisors call 30 to 40 percent of the respondents to inquire whether the field workers actually conducted the interviews.

To evaluate interviewers on the quality of interviewing, the supervisor must directly observe the interviewing process.

Categories are collectively exhaustive if each response fits into one of the assigned category codes.

To control the problems of interviewers not strictly following the sampling plan, supervisors should keep daily records of 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

According to the text, category codes should be and .