Deck 11: Dealing with Fieldwork and Data Quality

Question 1

Sometimes the opportunity arises to use the ________,in which,instead of directly quizzing the respondent about a subject that might be embarrassing,the interviewer couches the question in terms of another person who is similar to the respondent.

A)in-direct technique
B)anonymous person technique
C)confidentiality technique
D)third-person technique

Answer 1

D

Question 2

There are several types of unintentional fieldworker errors.Which of the following would NOT be considered one of those types of unintentional fieldworker errors?

A)Interviewer plagiarism
B)Unintentional interviewer errors
C)Interviewer misunderstanding
D)Interviewer fatigue

Answer 2

A

Question 3

There are several mechanisms routinely used by professional field data collection companies to reduce unintentional fieldworker errors.Which of the following is NOT one of those mechanisms?

A)Psychological screening
B)Selection and training
C)Orientation sessions
D)Role playing

Answer 3

A

Question 4

An interviewer asks a respondent for his or her total monthly income.The respondent reports only her own income and not that of her husband.What type of error would this be?

A)Respondent distraction
B)Respondent misunderstanding
C)Respondent guessing
D)Fatigue-related mistake

Question 5

Methods useful in minimizing intentional respondent error include all of the following EXCEPT:

A)Anonymity.
B)Confidentiality.
C)Use of contract respondents.
D)Validation checks.

Question 6

Because nonsampling error cannot be measured by a formula as can sampling error,we describe the various controls that can be imposed on the ________ to minimize the effects of nonsampling error.

A)survey design process
B)survey analysis process
C)data collection process
D)planning stage

Question 7

Situations in which a respondent gives an answer without comprehending the question and/or the accompanying instructions are known as:

A)Respondent misunderstanding.
B)Respondent cheating.
C)Respondent guessing.
D)Fatigue-related mistakes.

Question 8

Generally,there is great potential for large nonsampling error to occur during the:

A)Sampling data stage.
B)Planning stage.
C)data collection stage.
D)Data analysis stage.

Question 9

Precautions and procedures can be implemented to ________ the effects of the various data-collection errors.

A)eliminate
B)exaggerate
C)minimize
D)erase

Question 10

Of the following,which is NOT an example of nonsampling error?

A)All types of nonresponse error
B)Size of the sample taken
C)Data gathering and handling error
D)Data interpretation error

Question 11

There are three general sources of unintentional interviewer errors.Which of the following is NOT a source of unintentional interviewer error?

A)Interviewer personal characteristics
B)Interviewer misunderstandings
C)Interviewer fatigue
D)Offering answers

Question 12

When trying to meet survey deadlines,Andrew verbally coaches respondents to obtain the desired responses.What type of interviewer error is this?

A)Distracting the respondent
B)Pressuring the respondent
C)Leading the respondent
D)Misleading the respondent

Question 13

When a data collection person willfully violates the data collection requirements set forth by the researcher,it is known as:

A)Unintentional fieldworker error.
B)Intentional fieldworker error.
C)Intentional respondent error.
D)Unintentional respondent error.

Question 14

The strategy aimed at the falsification/cheating problem is:

A)Double-checking.
B)Re-checking.
C)Double-blind interviewing.
D)Validation.

Question 15

A wide variety of nonsampling errors can occur during data collection.The first type of general error is:

A)Research coordinator error.
B)Research planner error.
C)Data coordinator error.
D)Fieldworker error.

Question 16

All errors in a survey except those attributable to the sample plan and sample size are termed:

A)Nonsampling error.
B)Sample risk.
C)Continuity error.
D)Transcript error.

Question 17

Both fieldworkers and respondents make errors.These fall into two categories:

A)Intentional and unintentional errors.
B)Conscious and unconscious errors.
C)Voluntary and involuntary errors.
D)Purposeful and non-purposeful errors.

Question 18

To control ________,it is important to minimize falsehoods and non-response tendencies on the part of respondents.

A)unintentional respondent error
B)intentional respondent error
C)interviewer behavior error
D)data analysis error

Question 19

When a fieldworker believes he or she knows how to administer a survey but instead does it incorrectly,it is known as:

A)Instinctive interviewer error.
B)Intentional respondent error.
C)Interviewer misunderstanding.
D)Unintentional respondent error.

Question 20

Of the following,which is NOT an unintentional respondent error?

A)Misunderstanding
B)Fatigue
C)Distraction
D)Nonresponse

Question 21

Practically every research association has some sort of formalized recommendations,best practices,standards,or admonishments to guide researchers in identifying the highest-quality ________ when considering their services.

A)mall intercept companies
B)online panel companies
C)social media companies
D)secret shopper companies

Question 22

The control of unintentional respondent error takes various forms including all of the following EXCEPT:

A)Careful selection of respondents.
B)Well-drafted questionnaire instructions and examples.
C)Reversals of scale endpoints.
D)Use of prompters.

Question 23

Panel companies claim to provide representative samples of ________,including citizens of foreign countries.

A)those with landlines
B)those inclined to complete surveys
C)diverse populations
D)those without Internet service

Question 24

When doing ________,it is far more convenient to have findings tables use the labels on the questionnaire,such as"male"or"female,"rather than the code numbers,such as"1"and"2."

A)data coding
B)data analysis
C)data validation
D)data booking

Question 25

Many do-it-yourself(DIY)marketing researchers and others are not aware of the shortcomings often found in the quality of data generated via:

A)Online panels.
B)Focus groups.
C)Mall intercepts.
D)Telephone surveys.

Question 26

Skyrocketing nonresponse rates and the popularity of online surveys have prompted a number of firms to use ________ -a company that accommodates surveyors by recruiting and selling access to very large,diverse groups of consumers and businesses.

A)a data collection company
B)a panel company
C)social media
D)mall intercepts

Question 27

It is useful for a researcher to offer the"don't know"option with questions that require mental effort in order to reduce:

A)Item breakoffs.
B)Item cheating.
C)Item omissions.
D)Refusals to participate.

Question 28

A data code book identifies all of the following EXCEPT:

A)The questions on the questionnaire.
B)The variable name or label that is associated with each question or question part.
C)The software analytic methodology.
D)The code numbers associated with each possible response to each question.

Question 29

With online surveys,the data file"builds"or"grows"as respondents submit their completed online questionnaires,which means ________ are programmed into the questionnaire file automatically by the online questionnaire software or by the person who designs the online questionnaire.

A)codes
B)answers
C)analytics
D)hidden data

Question 30

________ is the operation in which the identification of code values are associated with the possible responses for each question on the questionnaire.

A)Data analysis
B)Data coding
C)Dataset entry
D)Data code entry

Question 31

Factors such as interviews taking longer than the respondent expected;the topic and specific questions are distasteful,too personal,or boring;the instructions confusing;the survey may be too complex;or a sudden interruption result in:

A)Respondent refusals to participate.
B)Respondent break-offs.
C)Respondent omissions.
D)Respondent cheating.

Question 32

There are different types of potential nonresponse errors in any survey.Which of the following is NOT one of those potential nonresponse errors?

A)Refusal to participate in the survey
B)Break-offs during the interview
C)Item omission
D)Late completion

Question 33

Factors such as people who are busy or have no interest in the survey,who are turned off by the interviewer's voice or approach,or who feel a topic may be overly sensitive result in:

A)Respondent refusals to participate.
B)Respondent break-offs.
C)Respondent omissions.
D)Respondent cheating.

Question 34

A failure on the part of a prospective respondent to take part in the survey,premature termination of the interview,or refusals to answer specific questions on the questionnaire is:

A)Respondent cheating.
B)Respondent misunderstanding.
C)Respondent nonresponse.
D)Respondent fatigue.

Question 35

Because secondary questions are not the primary focus of the study,________ may be defined as one in which all the primary questions have been answered.

A)an incomplete interview
B)a partially completed interview
C)a non-valid interview
D)a completed interview

Question 36

Panel companies claim to provide samples of very specific ________ by inviting only those panel members who qualify on specific criteria to participate in any given survey.

A)non-consumer types
B)businesses
C)interviewers
D)consumer types

Question 37

For the vast majority of surveys,respondents' answers are typically contained in an electronic ________,a matrix arrangement of numbers(mainly)in rows and columns similar to a Microsoft Excel spreadsheet.

A)data code
B)data analysis
C)dataset
D)data code book

Question 38

One of the most important ways to control a wide variety of nonsampling errors on the part of both interviewers and respondents during the data collection stage of the marketing research process is to:

A)Allocate sufficient amounts for survey administration.
B)Stress the importance of good questionnaire design in reducing these errors.
C)Stress the importance of thorough validation.
D)Focus on paying respondents and interviewers appropriately.

Question 39

The advantage of a code book that describes the data file is that any ________ can work on the dataset.

A)interviewer
B)marketer
C)software engineer
D)analyst

Question 40

According to the CASRO report and the American Association for Public Opinion Research,________ is defined as the ratio of the number of completed interviews to the number of eligible units in the sample.

A)response rate
B)survey ratio
C)interviewer response
D)confidence interval

Question 41

When a researcher encounters data quality issues,there are several options.Which of the following is NOT one of the options in addressing data quality issues?

A)Throw out the respondent's entire data row.
B)Leave the respondent's entire data row in the dataset.
C)Leave the respondent's data row but correct the answers.
D)Set the bad data items to blanks or missing data.

Question 42

A questionnaire may include various types of instructions for the interviewer,a variety of response scales,directions on how to record responses,and other complicated guidelines to which the interviewer must adhere.

Question 43

The purpose of ________ is to determine the presence of"bad"respondents and to throw out the ones with severe problems.

A)examination of incorrect answers
B)valid data inspection
C)raw data inspection
D)examination of correct answers

Question 44

The first general type of possible error in field data collection is fieldworker error,defined as errors committed by the individuals who administer questionnaires,typically interviewers.

Question 45

Intentional fieldworker errors occur whenever a data collection supervisor unintentionally violates the data collection requirements set forth by the researcher.

Question 46

Interviewer cheating is a concern,especially when compensation is calculated on a per completed-interview basis.

Question 47

There are four general sources of unintentional interviewer errors: interviewer personal characteristics,interviewer misunderstandings,interviewer cheating,and interviewer fatigue.

Question 48

The counterpart to sampling error is nonsampling error,which consists of all errors in a survey except those attributable to the sample plan and sample size.

Question 49

With online surveys most bothersome,problems during questionnaire screening problems can usually be prevented by selecting ________ that prevent the occurrence of such errors.

A)proper market research analysts
B)options or requirements in the online questionnaire program
C)a proper survey design software program
D)a proper data analytics software program

Question 50

When inspecting raw data,researchers look for"break-offs,"which is:

A)A non-response.
B)The signal of a complete response.
C)An omitted response.
D)An incomplete response.

Question 51

Nonresponses as well as answers with a suspicious pattern necessitate ________ in the marketing research process that involves inspecting respondents' answers in the dataset.

A)validating interviewers survey methods
B)a separate phase of the data preparation stage
C)validating respondents' answers
D)a separate type of software analysis

Question 52

Data analysis is the phase of the marketing research process during which respondents provide their answers or information in response to inquiries posed by the researcher.

Question 53

A very small portion of the marketing research industry uses panel companies that maintain very large numbers of respondents who are encouraged to fill out surveys quickly and accurately.

Question 54

Respondent errors can occur regardless of the method of data collection,but some data collection methods have greater potential for respondent error than others.

Question 55

A type of intentional error on the part of an interviewer is encouraging respondent cheating,or attempting to influence the respondent's answers through wording,voice inflection,or body language.

Question 56

Problem respondents fall into several categories.Which of the following does NOT represent one of these problem respondent categories?

A)Homogeneous responses
B)Break-offs
C)Item omissions
D)Yea-or nay-saying patterns

Question 57

Interviewer cheating and interviewer leading are categorized as unintentional errors because professional interviewers are trained to avoid them,so if they commit such errors,they are usually not aware of their violations.

Question 58

Unintentional interviewer errors include misunderstandings and fatigue.

Question 59

An unintentional interviewer error occurs whenever an interviewer commits an error while believing that he or she is performing correctly.

Question 60

Interviewer experience can generally overcome poor questionnaire instructions,which helps avoid errors.

Question 61

An industry standard is to randomly select 15%-25 % of the completed surveys for purposes of making a call-back to validate that the interview was conducted.

Question 62

Ways to combat unintentional respondent error include well-drafted questionnaire instructions and examples,reversals of scale endpoints,use of scale endpoints,and use of prompters.

Question 63

Long questionnaires often include opportunities for the respondent to discontinue the survey with phrases such as"We are almost finished,""That was the most difficult section of questions to answer,"or other statements.

Question 64

The more competent the field interviewer becomes through training,supervision,and development of personal skills,the lower the potential for interviewer error.

Question 65

Researchers understand the true value of professional field data collection companies whose existence depends on how well they can control interviewer and respondent error.

Question 66

Incentives sometimes compel respondents to be more truthful while also discouraging nonresponse.

Question 67

There are at least two major intentional respondent errors: falsehoods and refusals.

Question 68

Some industry observers believe that nonresponse is caused by fears of invasion of privacy,skepticism of consumers regarding the benefits of participating in research,and the use of research as a guise for telemarketing

Question 69

Tactics such as anonymity,confidentiality,validation checks,and third-person technique have been used minimize respondent error but have been found to have the opposite effect.

Question 70

Unintentional respondent errors may result from misunderstanding,guessing,cheating,falsehoods,attention loss,distractions,or fatigue.

Question 71

Even with supervised orientation sessions and role playing,unintentional fieldworker errors cannot be reduced.

Question 72

Validation verifies that the interviewer did the work and is aimed at the falsification/cheating problem.

Question 73

There are four types of nonresponse error: refusals to participate in the survey,break-offs during the interview,survey cheating,and refusals to answer specific questions.

Question 74

Business-to-business(B2B)marketing research is even more challenging than consumer research,presenting additional hurdles that must be cleared(such as negotiating"gatekeepers")just to find the right person to take part in the survey.

Question 75

Sometimes the opportunity arises to use the third-person technique,in which the interviewer directly and indirectly quizzes the respondent about a subject that might be embarrassing.

Question 76

Two general strategies-supervision and validation-can be employed to guard against the interviewer intentionally committing an error.

Question 77

Nonresponse includes failure on the part of an interviewer to take part in the survey,premature termination of the interview,and refusal to answer specific questions on the questionnaire.

Question 78

A way to combat unintentional respondent error is to include reversals of scale endpoints in questionnaires.

Question 79

Nonresponse has been labeled the marketing research industry's biggest problem,and it is multinational in scope.

Question 80

The identification,control,and adjustments necessary for nonresponse are not as critical to the success of a survey as once believed.