Deck 14: Fieldwork: Data Collection

Question 1

The first step in the fieldwork process is the selection of field workers.

Answer 1

True

Question 2

Command is an interviewer characteristic described as "takes charge and can turn refusals around by conveying the purpose of the survey and its importance."

Answer 2

True

Question 3

Third ear is the interviewer characteristic described as "has a natural affinity for telephone research-enjoys collecting opinions via the telephone."

Answer 3

False

Question 4

Work orientation is an interviewer characteristic described as "works hard and sees work as more than a job,but an expression of oneself."

Question 5

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

Question 6

An observer counting customers in a particular section of a store is an example of a field worker.

Question 7

All fieldwork involves the selection,training,and supervision of persons who collect data.

Question 8

"Forms good team relationships with others" describes the interviewer characteristic of aptitude.

Question 9

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

Question 10

A researcher should decide what characteristics the field workers should have when selecting field workers.

Question 11

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.

Question 12

Fieldwork is the fifth step in the marketing research process.

Question 13

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

Question 14

Pride is the interviewer characteristic described as "empathizes with a respondent and tailors the presentation accordingly."

Question 15

"Gets people to like him or her quickly and convinces people to cooperate who might not otherwise respond" describes the interviewer characteristic of ethics.

Question 16

Field workers who collect data typically have research backgrounds and extensive training.

Question 17

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

Question 18

Aptitude is the interviewer characteristic described as "is honest and behaves ethically at all times."

Question 19

Pride is an interviewer characteristic described as "is positive,quality conscious,and likes being recognized for a job well done."

Question 20

"Stays focused on a task and completes it" describes the interviewer characteristic of discipline.

Question 21

An important aspect of supervision is sampling control,which attempts to ensure that the interviewers are strictly following the sampling plan rather than selecting sampling units based on convenience or accessibility.

Question 22

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

Question 23

According to the text,interviewer cheating can be minimized through pretesting of the questionnaires.

Question 24

Validating the interview is recognized as a phase of the interviewing process.

Question 25

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

Question 26

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.

Question 27

Field workers are generally paid an hourly rate or on a per-interview basis.

Question 28

The supervisor should ask a complex and sensitive survey question when validating an interview with a respondent.

Question 29

To validate the study,the supervisors call 1 percent to 10 percent of the respondents to inquire whether the field workers actually conducted the interviews.

Question 30

When evaluating field workers,the interviewer's time should be broken down into actual interviewing,travel,and administration.

Question 31

Interviewers should record responses after the interview.

Question 32

Supervision of field workers involves coding of questionnaires.

Question 33

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

Question 34

According to the text,the typical interviewer is a single woman aged 18 to 34,with an above-average education and an above-average household income.

Question 35

The general rule for recording answers to unstructured questions is to record the responses verbatim.

Question 36

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

Question 37

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

Question 38

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

Question 39

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.

Question 40

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

Question 41

"Gets people to like him or her quickly and convinces people to cooperate who might not otherwise respond" describes the interviewer characteristic of ________.

A) work orientation
B) pride
C) ability to woo
D) ethics
E) command

Question 42

A researcher should implement all of the following steps when selecting field workers EXCEPT:

A) develop job specification for the project.
B) decide what characteristics the field workers should have.
C) recruit appropriate individuals.
D) All of the mentioned steps should be followed when selecting field workers.
E) A and B

Question 43

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

Question 44

"Forms good team relationships with others" describes the interviewer characteristic of ________.

A) aptitude
B) teamwork
C) command
D) ethics
E) third ear

Question 45

The first step in the fieldwork process is ________.

A) the selection of field workers
B) the training of field workers
C) the supervision of field workers
D) the evaluation of field workers
E) the validation of fieldwork

Question 46

Which of the following interviewer characteristics is described as "has a natural affinity for telephone research-enjoys collecting opinions via the telephone"?

A) pride
B) third ear
C) aptitude
D) ability to woo
E) work orientation

Question 47

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

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

Question 48

Which of the following individuals is NOT recognized as a field worker?

A) an interviewer intercepting shoppers in a mall
B) a project director conducting a pretest on a questionnaire recently designed
C) a telephone interviewer calling from a central location
D) an observer counting customers in a particular section of a store
E) a worker mailing questionnaires from an office

Question 49

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

Question 50

________ is an interviewer characteristic described as "works hard and sees work as more than a job,but an expression of oneself."

A) Work orientation
B) Aptitude
C) Third ear
D) Ability to woo
E) Expressiveness

Question 51

________ is an interviewer characteristic described as "takes charge and can turn refusals around by conveying the purpose of the survey and its importance."

A) Third ear
B) Pride
C) Ethics
D) Command
E) Work orientation

Question 52

Which of the following interviewer characteristics is described as "empathizes with a respondent and tailors the presentation accordingly"?

A) pride
B) aptitude
C) command
D) third ear
E) ethics

Question 53

________ is an interviewer characteristic described as "is positive,quality conscious,and likes being recognized for a job well done."

A) Aptitude
B) Pride
C) Discipline
D) Command
E) Teamwork

Question 54

The selection,training,supervision,validation,and evaluation of field workers is much more streamlined in social media fieldwork than in traditional fieldwork.

Question 55

"Stays focused on a task and completes it" describes the interviewer characteristic of ________.

A) aptitude
B) third ear
C) discipline
D) ethics
E) work orientation

Question 56

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

A) first step
B) second step
C) third step
D) fourth step
E) fifth step

Question 57

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

Question 58

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

A) to emphasize a higher income class than respondents
B) to match respondents' demographics
C) to emphasize a lower income class than respondents
D) based primarily on their availability
E) based on height and weight tables

Question 59

Which of the following is NOT mentioned in the text as a characteristic of an outstanding interviewer?

A) ability to woo
B) third ear
C) ethics
D) physically attractive
E) command

Question 60

Which of the following interviewer characteristics is described as "is honest and behaves ethically at all times"?

A) aptitude
B) price
C) third ear
D) ethics
E) work orientation

Question 61

When evaluating field workers,the interviewer's time should be broken down into all of the following categories EXCEPT:

A) actual interviewing.
B) travel.
C) administration.
D) B and C
E) A, B and C

Question 62

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

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.

Question 63

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

A) 1 percent to 10 percent
B) 10 percent to 25 percent
C) 25 percent to 40 percent
D) 40 percent to 49 percent
E) 50 percent

Question 64

The general rule for recording answers to unstructured questions is to ________.

A) summarize the responses
B) record the responses verbatim
C) filter the responses
D) interpret the responses
E) select the responses

Question 65

All of the following are mentioned in the text as indicators that should be used to evaluate interviewers on the quality of interviewing EXCEPT:

A) the answers to unstructured questions 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) A and B

Question 66

Which of the following is NOT recognized as a phase of the interviewing process?

A) validating the interview
B) making the initial contact
C) asking the questions
D) recording the answers
E) probing

Question 67

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 ________.

A) probing
B) sampling
C) factoring
D) recording
E) selecting

Question 68

Which of the following types of questions should the supervisor NOT ask when validating an interview with a respondent?

A) length of the interview
B) a complex and sensitive survey question
C) reaction to the interviewer
D) basic demographic data
E) quality of the interview

Question 69

________ involves tabulating the responses to important demographic characteristics and key questions.

A) Central office control
B) Sampling control
C) Control of cheating
D) Questionnaire pretesting
E) Cross-tabulation

Question 70

The evaluation of field workers should be based on which of the following criteria?

A) quantity
B) quality
C) task conditions
D) all of the above
E) A and B

Question 71

According to the text,the typical interviewer is a ________,with an above-average education and an above-average household income.

A) single woman aged 18 to 34
B) single woman aged 35 to 54
C) married woman aged 18 to 34
D) married woman aged 35 to 54
E) senior woman aged 55 to 65

Question 72

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

A) proper training.
B) pretesting of questionnaires.
C) proper supervision.
D) validation of fieldwork.
E) A and B

Question 73

An important aspect of supervision is ________,which attempts to insure that the interviewers are strictly following the sampling plan rather than selecting sampling units based on convenience or accessibility.

A) questionnaire design
B) sequential coding
C) sampling control
D) pretesting
E) insurance

Question 74

Supervision of field workers involves all of the following EXCEPT:

A) quality control and editing.
B) sampling control.
C) central office control.
D) coding of questionnaires.
E) control of cheating.

Question 75

To understand the interviewers' problems,the supervisors should ________.

A) revise the questionnaire
B) do some interviewing
C) replace the interviewer
D) interview the interviewer
E) do secondary data analysis

Question 76

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

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

Question 77

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

A) Verification
B) Validation
C) Pretesting
D) Coding
E) Selection

Question 78

Commonly used probes include all of the following questions EXCEPT:

A) "Any others?"
B) "Which of the following best describes your total annual household income?"
C) "Anything else?"
D) "Could you tell me more about your thinking on that?"
E) B and C

Question 79

To evaluate interviewers on the quality of interviewing,the supervisor ________.

A) should ask other interviewers about the interviewer in question
B) must directly observe the interviewing process
C) should ask the respondent about the qualities of the interviewer in question
D) should use a pretested questionnaire to evaluate the interviewer
E) should ask permission of the interviewer

Question 80

Which of the following is NOT an indicator that should be used to evaluate an interviewer on the quality of interviewing?

A) The recorded data are legible.
B) All instructions, including skip patterns, are followed.
C) The answers to unstructured questions are recorded verbatim.
D) For structured questions, item nonresponse occurs frequently.
E) The answers to unstructured questions are meaningful and complete enough to be coded.