Question 1

When entering respondent data into a spreadsheet, each column contains the data for one respondent.

Accepted Answer

A) True 
 B)False

Question 2

Researchers have one choice for collecting their data: hire a data collection agency.

Accepted Answer

A) True 
 B)False

Question 3

If possible, standard codes should be used for missing data.

Accepted Answer

A) True 
 B)False

Question 4

All of the following are mentioned in the text as elements related to the fieldwork process EXCEPT the ________.

Accepted Answer

A) selection of field workers 
B) validation of fieldwork 
C) evaluation of field workers 
D) training and supervision of field workers 
E) All of the mentioned elements are related to the fieldwork process. 
A) selection of field workers 
B) validation of fieldwork 
C) evaluation of field workers 
D) training and supervision of field workers 
E) All of the mentioned elements are related to the fieldwork process.

Question 5

According to the text, categories are ________ if every response fits into one of the assigned category codes.

Accepted Answer

A) dependent 
B) mutually inclusive 
C) collectively exhaustive 
D) mutually exclusive 
E) uniform 
A) dependent 
B) mutually inclusive 
C) collectively exhaustive 
D) mutually exclusive 
E) uniform

Question 6

Coding of fieldwork means verifying that field workers are submitting authentic interviews.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Which of the following indicators should NOT be used to evaluate interviewers on the quality of interviewing?

Accepted Answer

A) Qualitative answers are summarized. 
B) For structured questions, item nonresponse occurs infrequently. 
C) The recorded data are legible. 
D) All instructions, including skip patterns, are followed. 
E) All are indicators relevant of evaluating interviewers. 
A) Qualitative answers are summarized. 
B) For structured questions, item nonresponse occurs infrequently. 
C) The recorded data are legible. 
D) All instructions, including skip patterns, are followed. 
E) All are indicators relevant of evaluating interviewers.

Question 9

All interviewers should use the same format and conventions to record the interviews, but should alter their way of editing completed interviews to ensure variety and coverage.

Accepted Answer

A) True 
 B)False

Question 10

Fieldwork is the fifth step in the marketing research process.

Accepted Answer

A) True 
 B)False

Question 11

Fieldwork is the step in the research process immediately after developing an approach to the problem.

Accepted Answer

A) True 
 B)False

Question 12

Transcribing data involves transferring the coded data from the questionnaires or coding sheets onto disks or directly into computers by key punching or other means.

Accepted Answer

A) True 
 B)False

Question 13

The thorough and extensive check for consistency and treatment of missing responses is called validating.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is NOT a stage of the data preparation process?

Accepted Answer

A) questionnaire design 
B) editing 
C) transcribing 
D) data cleaning 
E) coding 
A) questionnaire design 
B) editing 
C) transcribing 
D) data cleaning 
E) coding

Question 15

A book containing coding instructions and the necessary information about variables in the data set is called a codebook.

Accepted Answer

A) True 
 B)False

Question 16

Data should be coded in a lean way in order to avoid retaining much detail.

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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

When entering respondent data into a spreadsheet, each column contains the data for one respondent.

Researchers have one choice for collecting their data: hire a data collection agency.

If possible, standard codes should be used for missing data.

All of the following are mentioned in the text as elements related to the fieldwork process EXCEPT the ________.

According to the text, categories are ________ if every response fits into one of the assigned category codes.

Coding of fieldwork means verifying that field workers are submitting authentic interviews.

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

Which of the following indicators should NOT be used to evaluate interviewers on the quality of interviewing?

All interviewers should use the same format and conventions to record the interviews, but should alter their way of editing completed interviews to ensure variety and coverage.

Fieldwork is the fifth step in the marketing research process.

Fieldwork is the step in the research process immediately after developing an approach to the problem.

Transcribing data involves transferring the coded data from the questionnaires or coding sheets onto disks or directly into computers by key punching or other means.

The thorough and extensive check for consistency and treatment of missing responses is called validating.

Which of the following is NOT a stage of the data preparation process?

A book containing coding instructions and the necessary information about variables in the data set is called a codebook.

Data should be coded in a lean way in order to avoid retaining much detail.

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

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

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

When entering respondent data into a spreadsheet, each column contains the data for one respondent.

Researchers have one choice for collecting their data: hire a data collection agency.

If possible, standard codes should be used for missing data.

All of the following are mentioned in the text as elements related to the fieldwork process EXCEPT the ________.

According to the text, categories are ________ if every response fits into one of the assigned category codes.

Coding of fieldwork means verifying that field workers are submitting authentic interviews.

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

Which of the following indicators should NOT be used to evaluate interviewers on the quality of interviewing?

All interviewers should use the same format and conventions to record the interviews, but should alter their way of editing completed interviews to ensure variety and coverage.

Fieldwork is the fifth step in the marketing research process.

Fieldwork is the step in the research process immediately after developing an approach to the problem.

Transcribing data involves transferring the coded data from the questionnaires or coding sheets onto disks or directly into computers by key punching or other means.

The thorough and extensive check for consistency and treatment of missing responses is called validating.

Which of the following is NOT a stage of the data preparation process?

A book containing coding instructions and the necessary information about variables in the data set is called a codebook.

Data should be coded in a lean way in order to avoid retaining much detail.

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

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

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