Question 1

Data cleaning is the last stage of the data preparation process.

Accepted Answer

A) True 
 B)False  False

Question 2

For structured questions, frequent occurrence of nonresponse items is an indicator that should be used to evaluate an interviewer on the quality of interviewing.

Accepted Answer

A) True 
 B)False  True

Question 3

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

Accepted Answer

A) True 
 B)False  True

Question 4

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 5

Categories are ________ if each response fits into one and only one category code.

Accepted Answer

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

Question 6

Unlike traditional data collection, in social media respondents do not merely respond to questions or stimuli. Rather, they generate the data and edit it by their communal participation.

Accepted Answer

A) True 
 B)False

Question 7

The data preparation process begins after the fieldwork is done.

Accepted Answer

A) True 
 B)False

Question 8

In a short essay, describe the process of properly training field workers. Next, list and discuss the five phases of the interviewing process.

Accepted Answer

The answer of In a short essay, describe the process...

Question 9

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.

Question 10

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

Question 11

________ helps respondents focus on the specific content of the interview and provide only relevant information.

Accepted Answer

A)  Sampling
B)  Factoring
C)  Probing
D)  Recording
E)  Selecting

Question 12

According to the text, fieldwork is the first step in the marketing research process.

Accepted Answer

A) True 
 B)False

Question 13

A method for handling missing responses in which respondents with any missing responses are discarded from the analysis is called pairwise deletion.

Accepted Answer

A) True 
 B)False

Question 14

When evaluating field workers, which category is relevant for assessing how effectively the interviewer's time was spent?

Accepted Answer

A)  actual interviewing
B)  travel
C)  administrative record-keeping
D)  reviewing responses
E)  none of the above

Question 15

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 probing.

Accepted Answer

A) True 
 B)False

Question 16

Interviewers should record responses after the interview.

Accepted Answer

A) True 
 B)False

Question 17

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

The answer of In a short essay, describe the process...

Question 18

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

The answer of In a short essay, define data cleaning...

Question 19

Treatment of missing responses poses problems, particularly if the proportion of missing responses is between 5 percent and 10 percent.

Accepted Answer

A) True 
 B)False

Question 20

In the marketing research process, data preparation and analysis comes immediately after ________ and before ________.

Accepted Answer

A)  problem definition; research design
B)  research design; fieldwork
C)  fieldwork; research design
D)  problem definition; report preparation
E)  fieldwork; report preparation and presentation

Exam 10: Data Collection and Preparation

Data cleaning is the last stage of the data preparation process.

For structured questions, frequent occurrence of nonresponse items is an indicator that should be used to evaluate an interviewer on the quality of interviewing.

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

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.

Categories are ________ if each response fits into one and only one category code.

Unlike traditional data collection, in social media respondents do not merely respond to questions or stimuli. Rather, they generate the data and edit it by their communal participation.

The data preparation process begins after the fieldwork is done.

In a short essay, describe the process of properly training field workers. Next, list and discuss the five phases of the interviewing process.

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

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

________ helps respondents focus on the specific content of the interview and provide only relevant information.

According to the text, fieldwork is the first step in the marketing research process.

A method for handling missing responses in which respondents with any missing responses are discarded from the analysis is called pairwise deletion.

When evaluating field workers, which category is relevant for assessing how effectively the interviewer's time was spent?

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 probing.

Interviewers should record responses after the interview.

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.

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

Treatment of missing responses poses problems, particularly if the proportion of missing responses is between 5 percent and 10 percent.

In the marketing research process, data preparation and analysis comes immediately after and before .