Deck 18: Fieldwork

Question 1

Rewarding interviewers based on how many completed questionnaires he or she produces is the most effective way of obtaining questionnaires completed correctly.

Answer 1

False
One reason interviewers may stray from the instructions is that field supervisors reward an interviewer based on how many completed questionnaires he or she produces.

Question 2

In field research studies,the people who collect the data are typically better-educated than the people who design the research studies.

Answer 2

False
The people who gather the data usually have little research training or experience.

Question 3

In field interviews,the interviewer should not indicate his probes to the respondent's answers to questions on the interview form.

Answer 3

False
All probes should be included on the interview form and are usually indicated by placing them in parentheses.

Question 4

An interview can involve ethnography or phenomenology.

Question 5

The goal of field interviewer training sessions is to ensure that each respondent is provided with common information.

Question 6

The triangulation probing tactic is useful when a highly structured interview process is used.

Question 7

Field interviewing services are research suppliers that specialize in gathering data.

Question 8

The foot-in-the-door technique begins with a large initial request that nearly everyone will react negatively followed by a second request for a smaller favor.

Question 9

One basic principle of good interviewing practice is to have integrity and be honest.

Question 10

In field research,the data collection process is typically conducted by the same person who designed the research study.

Question 11

Interviewer training sessions should include instructions as to how to close the interview with the respondent in a graceful manner.

Question 12

When an interviewer asks the respondent a question and then waits patiently and expectantly for the respondent to answer it,this is known as a neutral probe.

Question 13

In recording answers to open-ended questions during field interviews,it is important for the interviewer to summarize the general meaning of the respondent's responses to questions.

Question 14

One major rule for asking questions is to ask questions exactly as they are worded in the questionnaire.

Question 15

One probing tactic is to repeat the question for a respondent.

Question 16

Ethnographers observe more than interview.

Question 17

Normally,interviewers should be healthy,outgoing,and well groomed and tailored.

Question 18

An important aspect of the field interviewer's job is to establish rapport with respondents.

Question 19

It is an ethical issue for the interviewer to tell the potential respondent the correct expected length of the interview session.

Question 20

A field marketing research project is no better than the quality of data collected in the field.

Question 21

With ethnography and phenomenology,it is important that all the questions should be asked the same way from respondents.

Question 22

A probing technique in which a respondent is asked to compare and contrast a response with alternatives is called:

A)triangulation
B)assimilation
C)synergy
D)elaboration

Question 23

An important aspect of the field supervisor's job is to ensure that the study's sampling plan is being conducted according to the research design.

Question 24

The training session to ensure that each interviewer is provided with common information is called a(n):

A)touchpoint
B)probe
C)briefing session
D)orientation session

Question 25

When a field worker calls a potential respondent and says: "Good evening.My name is Jim Smith and I'm calling from Burke Marketing Research in Cincinnati,Ohio," what aspect of the interviewer training program is being conducted?

A)recording responses
B)making initial contact
C)closing the interview
D)probing

Question 26

All of the following should be included in an interviewer training session EXCEPT:

A)sampling techniques to be used in the study
B)callback procedures
C)how to ask questions
D)compensation system for interviewers

Question 27

When a phone interviewer asks a respondent if they would be willing to fill out a ten- page survey that would be mailed to them the following week,and when receiving a negative response to that request,asks the respondent if she would answer three short questions over the phone at the present time,this is an example of:

A)the foot-in-the-door technique
B)probing
C)the door-in-the-face technique
D)verification

Question 28

All of the following are possible probing tactics EXCEPT:

A)repeating the question
B)asking a neutral question
C)ignoring the respondent's reply
D)triangulation

Question 29

Which of the following is an important guideline for field interviewers?

A)ask the questions in the exact sequence given on the interview questionnaire
B)ask every question on the interview questionnaire
C)ask all questions exactly as they are worded on the interview questionnaire
D)all of the above

Question 30

When an interviewer is faced with a situation in which a respondent has not answered a question,and the interviewer leans forward in her chair to look at the respondent in such a way to communicate that the interviewer expects the respondent to answer the question,this is an example of:

A)repeating the question
B)asking a neutral question
C)a silent probe
D)verification

Question 31

When a field interviewer attempts to obtain a respondent's agreement to participate in a 90-minute depth interview after the respondent has already answered two short questions from the interviewer,this is an example of:

A)the door-in-the-face technique
B)probing
C)the foot-in-the-door technique
D)verification

Question 32

When an interviewer conducts a taste test for a new soft drink and asks the respondent how the product tastes,and the respondent replies: "Pretty good," and then the interviewer asks: "Why do you feel that way?",this is an example of:

A)a neutral question
B)an expectant pause
C)a silent probe
D)repeating the question

Question 33

When the interviewer asks the question again after the respondent has failed to answer the question,this is an example of:

A)repeating the question
B)a silent probe
C)an expectant pause
D)asking a neutral question

Question 34

Which of the following is an example of a fieldworker?

A)a phone interviewer who makes calls from a central location
B)an observer who notes which aisles in a supermarket shoppers avoid
C)a person who goes door-to-door asking questions of homeowners
D)all of the above

Question 35

The person responsible for data collection in the field is called a(n):

A)fieldworker
B)probe
C)briefer
D)intermediary

Question 36

Fieldworkers should not be aware of supervisory verification practices.

Question 37

Jay is employed by Kraft Foods and conducts interviews and collects survey data for consumer research projects undertaken by Kraft Foods.Jay is a(n):

A)in-house interviewer
B)primary interviewer
C)field service provider
D)ethnographer

Question 38

To avoid interviewer bias,interviewers should not be aware of the sample procedure.

Question 39

When an interviewer conducts a taste test for a new type of pizza and the respondent replies: "Good" to the question: "How does that pizza taste?",and then the interviewer asks: "What do you mean by 'good'?",this is an example of:

A)an expectant pause
B)a silent probe
C)a neutral question
D)verification

Question 40

A research supplier that specializes in gathering data is called a(n):

A)syndicated research service
B)field interviewing service
C)compliance company
D)briefing service

Question 41

The interviewer training session is called a ____________________ session.

Question 42

When a company that is conducting the research has one of its own staff work as a data collection specialist in the field,this staff member is called a(n)____________________.

Question 43

When potential respondents are asked to agree to a small request (e.g.a five-minute interview)in the hope that they will agree to a much larger request (e.g.a 90-minute depth interview),this is an example of the ____________________ technique.

Question 44

A probing technique in which a respondent is asked to compare and contrast a response with alternatives is called ____________________.

Question 45

All of the following are required practical rules for marketing research inquiry that should be followed EXCEPT:

A)complete the questionnaires meticulously
B)change how questions are asked based on the situation
C)keep control of each interview
D)compare sample execution and assigned quota with the total number of questionnaires completed

Question 46

Which of the following is a basic principle for good interviewing techniques?

A)have patience and tack
B)pay attention to accuracy and detail
C)keep the respondent's answers confidential
D)all of the above

Question 47

Which of the following is a suggestion for recording the answer to open-ended interview questions?

A)record responses verbatim
B)include all probes
C)do not paraphrase respondent's answers to questions
D)all of the above

Question 48

When a field interviewer believes that the respondent has more to say to a question and waits patiently for the respondent to continue talking,this is called a(n)____________________.

Question 49

When a field interviewer asks a respondent to elaborate on a brief response in order to understand better what the respondent really meant,this is called a(n)____________________ technique.

Question 50

A person who is responsible for field data collection is called a(n)____________________.

Question 51

In field interviews,about what percentage of completed interviews are typically verified by field supervisors?

A)5 percent
B)15 percent
C)25 percent
D)40 percent

Question 52

When an interviewer decides not to ask respondents their annual salary because she does not want to embarrass them,and,instead,makes "her best guess" about the respondent's salary,this is an example of:

A)verification
B)interviewer cheating
C)a verbatim response
D)verification

Question 53

Which probing technique is effective in seeking clarification or elaboration?

A)repeat the respondent's answer
B)silence
C)repeat the question word for word
D)ask the respondent to read the question themselves

Question 54

A research supplier that specializes in data collection is called a(n)____________________.

Question 55

When a field supervisor phones a respondent to obtain her reactions to the interviewer and also asks some basic demographic information about the respondent's age and zip code,the field supervisor is conducting:

A)a silent probe
B)a briefing session
C)a verification of the data
D)triangulation

Question 56

The ____________________ compliance technique has the potential to be unethical if the respondent is deceived with an illegitimate initial request.

Question 57

After calling several respondents,a supervisor learned that a fieldworker filled in fake answers on several surveys rather than contacting respondents.The fieldworker's behavior is an example of:

A)curb-stoning
B)validation
C)asking a neutral question
D)interviewer bias

Question 58

When potential respondents are asked to agree to a large request (e.g.a 2-hour depth interview),and when they refuse,are asked if they would agree to a short 15-minute interview,this is an example of the ____________________ technique.

Question 59

When an interviewer is trained to record the respondent's answers to open-ended questions by using the exact words used by the respondent,this is another way of saying: "Record the respondent's answers ____________________."

Question 60

All of the following are additional considerations for researchers using ethnographic or phenomenological approaches EXCEPT:

A)be consistent in asking questions
B)act natural around respondents
C)don't rush
D)be flexible

Question 61

When a field supervisor contacts respondents by phone to determine their reaction to the interviewer and asks them basic demographic questions in an attempt to ensure that interviewer cheating did not occur,this is the process of ____________________.

Question 62

____________________ are fieldworkers who need to work hard to blend in so that they become a natural part of the environment.

Question 63

Describe the role and job requirements of fieldworkers.

Question 64

When an interviewer fills in answers on an interview form without asking the respondent the questions,this is a form of interviewer ____________________.

Question 65

List the skills to cover when training inexperienced interviewers.

Question 66

Discuss probing tactics interviewers can use when respondents give no answer,incomplete answers,or provide an answer that needs clarification.

Question 67

List the eight practical rules of marketing research inquiry that should be followed and used without exception.

Question 68

Discuss the activities involved in the management of fieldworkers.

Question 69

Interviewer cheating in which he or she falsifies interviews,merely filling in fake answers rather than contacting respondents is sometimes referred to as ____________________.