Deck 13: Fieldwork

Question 1

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

Answer 1

False

Question 2

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

Answer 2

False

Question 3

Training of field workers can be conducted by video conferencing or using the Internet.

Answer 3

True

Question 4

As a part of central office control,supervisors should keep a record of hours worked and expenses.

Question 5

Supervisors can help interviewers with an inordinate number of refusals by listening to the introductions they use and providing immediate feedback.

Question 6

Interviewers should record responses after the interview.

Question 7

When recording respondents' answers,interviewers should include all probes and comments.

Question 8

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

Question 9

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

Question 10

Cheating involves falsifying part of a question or the entire questionnaire.

Question 11

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

Question 12

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

Question 13

Fieldwork is the sixth step in the marketing research process.

Question 14

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

Question 15

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 16

To validate the study,the supervisors call 25 to 30 percent of the respondents to inquire whether the field workers actually conducted the interviews.

Question 17

In their guidelines on interviewing,the Council of American Survey Research Organizations suggests that interviewers do not reveal the identity of the ultimate client unless instructed to do so.

Question 18

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

Question 19

The general rule for recording answers to unstructured questions is to check the box that reflects the respondent's answer.

Question 20

The persons who design the research frequently collect marketing research data.

Question 21

Which aspect of supervision ensures that the interviewers strictly follow the sampling plan rather than select sampling units based on convenience or accessibility?

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

Question 22

Which of the following is not one of the general qualifications of fieldworkers?

A) outgoing
B) pleasant appearance
C) experienced and middle-aged
D) healthy

Question 23

In their guidelines on interviewing,the Council of American Survey Research Organizations suggests that interviewers keep a tally on each terminated interview and the reason for each termination.

Question 24

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

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 25

The Council for Marketing and Opinion Research offered several guidelines for reducing refusal rates related to fieldwork.Which of the following is not one of those guidelines?

A) Interviewer training programs should be routinely administered so that field workers will be effective at their jobs.
B) The subject matter should always be disclosed to the respondents.
C) Courtesy should be exercised when deciding what hours of the day to call respondents.Calling between 9 a.m.and 9 p.m.is recommended.
D) If mall respondents indicate the time is not convenient,an appointment should be made to conduct the interview later.

Question 26

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

Question 27

Which aspect of supervising field workers requires checking to see if the field procedures are being properly implemented?

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

Question 28

Which statement is not true about probing?

A) Probing is intended to motivate respondents to enlarge on,clarify,or explain their answers.
B) Probing helps respondents focus on the specific content of the interview and provide only relevant information.
C) Probing should not introduce any bias.
D) Changing the phrasing or order of questions during the interview can make significant differences in the response obtained.

Question 29

In their guidelines on interviewing,the Council of American Survey Research Organizations suggests that interviewers have unnecessary side conversations with the respondent in an effort to make the respondent more comfortable.

Question 30

The training of field workers is critical.Which of the following statements is not true regarding making the initial contact?

A) The interviewer should specifically ask the respondent's permission.
B) The initial contact can result in cooperation or the loss of potential respondents.
C) Interviewers should be trained to make opening remarks that will convince potential respondents that their participation is important.
D) The interviewer should be instructed on handling objections and refusals.

Question 31

Which of the following activities is not fieldwork?

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 32

Which statement is correct about terminating the interview?

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 33

If you are receiving field worker training and are told to use an expectant pause or to reassure the respondent with comments like,"There are no right or wrong answers.We are just trying to get your opinions." then you are learning about which aspect of field worker training?

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

Question 34

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 ________.

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

Question 35

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.

Question 36

"Do not summarize or paraphrase the respondent's answers." would be instructions included in the ________ aspect of field worker training?

A) asking questions
B) probing
C) recording the answer
D) terminating the interview

Question 37

Which of the following initial contact statements should be avoided?

A) Would you like to answer a few questions?
B) We highly value your opinion and would like to ask you a few questions.
C) May I have some of your valuable time?
D) Both A and C should be avoided.

Question 38

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

Question 39

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

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

Question 40

All of the following are commonly used probing techniques except ________.

A) using objective/neutral questions or comments
B) eliciting clarification
C) boosting or reassuring the respondent
D) ask each applicable question

Question 41

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

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

Question 42

________ means verifying that the field workers are submitting authentic interviews.

A) Evaluation of field workers
B) Sampling control
C) Control of cheating
D) Validation of fieldwork

Question 43

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

A) quality of the data
B) cost and time
C) response rates
D) all of the above

Question 44

Indicators of quality data include all of the following except ________.

A) all instructions,including skip patterns,are followed
B) item nonresponse occurs infrequently
C) providing a tally on each terminated interview and the reason for termination
D) the answers to unstructured questions are meaningful and complete enough to be coded

Question 45

Which statement does not apply only to international research?

A) Interviewer cheating may be more of a problem in many foreign countries than in the United States.
B) Local field workers can create an appropriate climate for the interview and be sensitive to the concerns of the respondents.
C) Local fieldwork agencies are unavailable in many countries.
D) A global approach to marketing research is desired,which may require using the same methodologies for studies conducted in the United States so that U.S.data can be compared to other countries.

Question 46

List the guidelines for asking questions.

Question 47

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

A) the ability to probe in an unbiased manner
B) the ability to ask sensitive questions
C) the precision with which the field worker asks questions
D) All of the above are correct.

Question 48

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

Question 49

Which SPSS data entry product allows you to upload a copy of the questionnaire to a Web server so that data-entry operators or respondents can log on using a password and enter their results without having to install anything on their local machine?

A) SPSS Data Entry Station
B) SPSS DE Builder
C) SPSS Data Entry Enterprise Server (DEES)
D) none of the above

Question 50

Field workers should be evaluated on which of the following?

A) time spent traveling
B) time spent interviewing
C) time spent on administration activities
D) all of the above

Question 51

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

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 52

Discuss four of the probing techniques.

Question 53

Which SPSS data entry product allows you to simply print the form after it has been designed for a mail survey or personal interviewing?

A) SPSS Data Entry Station
B) SPSS Data Entry Enterprise Server (DEES)
C) SPSS DE Builder
D) none of the above

Question 54

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

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

Question 55

Which SPSS data entry product allows you to simulate a proper CATI system because you can prepopulate the data with the phone number and basic details of the respondent so the information appears as the operator moves through the list?

A) SPSS Data Entry Enterprise Server (DEES)
B) SPSS Data Entry Station
C) SPSS DE Builder
D) none of the above