Question 1

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

Accepted Answer

All fieldwork involves the selection,training,and supervision of persons who collect data.The validation of fieldwork and the evaluation of field workers are also parts of the process.
The first step in the fieldwork process is the selection of field workers.The researcher should: (1)develop job specifications for the project,taking into account the mode of data collection; (2)decide what characteristics the field workers should have;and (3)recruit appropriate individuals.Interviewers' background characteristics,opinions,perceptions,expectations,and attitudes can affect the responses they elicit.
The training of field workers is critical to the quality of data collected.Training may be conducted in person at a central location or,if the interviewers are geographically dispersed,by mail,video-conferencing,or by using the Internet.Training ensures that all interviewers administer the questionnaire in the same manner so that the data can be collected uniformly.
Supervision of field workers means making sure that they are following the procedures and techniques in which they were trained.Supervision involves quality control and editing,sampling control,control of cheating,and central office control.
Validation of fieldwork means verifying that the field workers are submitting authentic interviews.To validate the study,the supervisors call 10 to 25 percent of the respondents to inquire whether the field workers actually conducted the interviews.The supervisors ask about the length and quality of the interview,reaction to the interviewer,and basic demographic data.The demographic information is cross-checked against the information reported by the interviewers on the questionnaires.
It is important to evaluate field workers to provide them with feedback on their performance as well as to identify the better field workers and build a better,high-quality field force.The evaluation criteria should be clearly communicated to the field workers during their training.The evaluation of field workers should be based on the criteria of cost and time,response rates,quality of interviewing,and quality of data.

Question 2

If interviewer costs differ by city size,comparisons should be made only among field workers working in comparable cities.

Accepted Answer

A) True 
 B)False  True

Question 3

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  False

Question 4

List the guidelines for asking questions.

Accepted Answer

∙ Be thoroughly familiar with the questi

Question 5

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)  asking questions 
B)  making initial contact 
C)  recording the answer 
D)  probing 
A)  asking questions 
B)  making initial contact 
C)  recording the answer 
D)  probing

Question 6

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 7

Marketing research is being given a negative image because of the misperception that marketing researchers misuse information they collect.

Accepted Answer

A) True 
 B)False

Question 8

(AO?)stands for the probing comment "any other reason."

Accepted Answer

A) True 
 B)False

Question 9

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 10

Researchers generally agree that the more characteristics the interviewer and the respondent have in common,the smaller the probability of a successful interview.

Accepted Answer

A) True 
 B)False

Question 11

Respecting the respondent's privacy,feelings,and dignity and ensuring the integrity of the data collection process are aspects of ________.

Accepted Answer

A)  training of field workers 
B)  supervision of field workers 
C)  ethics in marketing research 
D)  evaluation of field workers 
A)  training of field workers 
B)  supervision of field workers 
C)  ethics in marketing research 
D)  evaluation of field workers

Question 12

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

Accepted Answer

A)  the manner in which the interview is terminated 
B)  the ability to record all replies verbatim 
C)  interpersonal skills displayed during the interview 
D)  A and C are correct. 
A)  the manner in which the interview is terminated 
B)  the ability to record all replies verbatim 
C)  interpersonal skills displayed during the interview 
D)  A and C are correct.

Question 13

Supervision of field workers includes all of the following except ________.

Accepted Answer

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

Question 14

Supervisors involved in quality control and editing should do all of the following except ________.

Accepted Answer

A)  supervisors should keep a record of hours worked and expenses 
B)  supervisors should provide tabulation of important demographic characteristics 
C)  supervisors should collect questionnaires and other forms and edit them daily 
D)  supervisors should do some interviewing 
A)  supervisors should keep a record of hours worked and expenses 
B)  supervisors should provide tabulation of important demographic characteristics 
C)  supervisors should collect questionnaires and other forms and edit them daily 
D)  supervisors should do some interviewing

Question 15

Which of the following activities is not fieldwork?

Accepted Answer

A)  an observer counting customers in a particular section of a store 
B)  a telephone interviewer calling from a central location 
C)  a worker mailing questionnaires from an office 
D)  a statistician analyzing the results of a survey 
A)  an observer counting customers in a particular section of a store 
B)  a telephone interviewer calling from a central location 
C)  a worker mailing questionnaires from an office 
D)  a statistician analyzing the results of a survey

Question 16

The quality of interviewing should be evaluated in terms of the appropriateness of the introduction.

Accepted Answer

A) True 
 B)False

Question 17

Which statement is correct about terminating the interview?

Accepted Answer

A)  The respondent should be left with a positive feeling about the interview. 
B)  Any spontaneous comments the respondent offers after the formal questions have been asked should be recorded. 
C)  The interviewer should answer the respondent's questions about the project. 
D)  All of the above statements are correct. 
A)  The respondent should be left with a positive feeling about the interview. 
B)  Any spontaneous comments the respondent offers after the formal questions have been asked should be recorded. 
C)  The interviewer should answer the respondent's questions about the project. 
D)  All of the above statements are correct.

Question 18

To make the respondents more comfortable and informed,some marketing research firms and fieldwork agencies provide potential respondents with toll free numbers to verify the information given by the field workers and to take the survey over the phone.

Accepted Answer

A) True 
 B)False

Question 19

Supervisors should keep daily records of the number of calls made,number of not-at-homes,number of refusals,number of completed interviews for each interviewer,and the total for all interviewers under their control.These daily records are a part of ________.

Accepted Answer

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

Question 20

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

Accepted Answer

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

Exam 13: Fieldwork

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

If interviewer costs differ by city size,comparisons should be made only among field workers working in comparable cities.

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

List the guidelines for asking questions.

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?

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

Marketing research is being given a negative image because of the misperception that marketing researchers misuse information they collect.

(AO?)stands for the probing comment "any other reason."

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

Researchers generally agree that the more characteristics the interviewer and the respondent have in common,the smaller the probability of a successful interview.

Respecting the respondent's privacy,feelings,and dignity and ensuring the integrity of the data collection process are aspects of ________.

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

Supervision of field workers includes all of the following except ________.

Supervisors involved in quality control and editing should do all of the following except ________.

Which of the following activities is not fieldwork?

The quality of interviewing should be evaluated in terms of the appropriateness of the introduction.

Which statement is correct about terminating the interview?

To make the respondents more comfortable and informed,some marketing research firms and fieldwork agencies provide potential respondents with toll free numbers to verify the information given by the field workers and to take the survey over the phone.

Supervisors should keep daily records of the number of calls made,number of not-at-homes,number of refusals,number of completed interviews for each interviewer,and the total for all interviewers under their control.These daily records are a part of ________.

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

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

Casual Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Non Comparative 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

International Marketing Research

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