Question 1

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

Accepted Answer

With ethnography and phenomenology,the fieldworker must be flexible and adjust to the individual situation and respondent.

Question 2

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

Accepted Answer

The answer of A probing technique in which a respondent...

Question 3

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.

Accepted Answer

One of the key responsibilities of a field supervisor is to ensure that the study's sampling plan is being implemented correctly and according to the research design. This involves ensuring that the sample is representative of the target population, that the sample size is appropriate, and that the sampling method is valid and reliable. Failure to properly implement the sampling plan can compromise the integrity and validity of the study's results.

Question 4

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

Accepted Answer

A briefing session is a training session that ensures each interviewer is provided with common information. It helps to standardize the interview process and ensures that all candidates are evaluated on the same criteria. A touchpoint is any interaction between a company and a customer or potential customer. A probe is a questioning technique used in interviews to gather more information. An orientation session typically provides an overview of a company and its policies to new employees.

Question 5

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?

Accepted Answer

The phrase "making initial contact" indicates that the field worker is introducing themselves and the company, which is typically part of the interviewer training program.

Question 6

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

Accepted Answer

Compensation systems for interviewers are typically handled by HR or management and are not part of the training on conducting interviews.

Question 7

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:

Accepted Answer

This is an example of the door-in-the-face technique, where the requester starts with a large request that is likely to be denied, and then follows up with a smaller request that is more likely to be granted. The initial request for the ten-page survey is large and is likely to be denied, but the follow-up request for three short questions over the phone is smaller and more manageable, making it more likely that the respondent will agree to it.

Question 8

All of the following are possible probing tactics EXCEPT:

Accepted Answer

Ignoring the respondent's reply is not a valid probing tactic. It goes against the principles of active listening and can hinder effective communication. A, B, and D are all possible probing tactics. Repeating the question can clarify vague or hesitated responses. Asking a neutral question can gather more information on the topic. Triangulation involves seeking multiple perspectives to confirm or verify information.

Question 9

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

Accepted Answer

Field interviewers should follow all these guidelines to ensure consistency, accuracy, and reliability of the data collected.

Question 10

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:

Accepted Answer

The interviewer leaning forward to look at the respondent is a nonverbal cue that can be interpreted as a silent probe. The interviewer is expecting the respondent to answer the question without verbally prompting them to do so. This technique is used to encourage the respondent to provide a more complete answer. Repeating the question or asking a neutral question may not be effective in getting the respondent to answer the original question. Verification is used to confirm information that has already been provided, not to prompt a response.

Question 11

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:

Accepted Answer

The foot-in-the-door technique involves making a small initial request (in this case, answering two short questions) followed by a larger request (participating in a 90-minute depth interview). This technique is often used in survey research to increase response rates or obtain willingness to participate in longer interviews.

Question 12

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:

Accepted Answer

The answer of When an interviewer conducts a taste test...

Question 13

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

Accepted Answer

Repeating the question is the best choice in this situation because it allows the respondent to hear the question again and can help them formulate a better answer. It also shows the interviewer's willingness to clarify and ensure understanding. Silent probe and expectant pause may be used in other situations but may not be effective in getting the respondent to answer the question. Asking a neutral question is not applicable in this scenario as the interviewer is trying to get a specific answer to their initial question.

Question 14

Which of the following is an example of a fieldworker?

Accepted Answer

Fieldworkers are individuals who collect data outside of a central office, which includes phone interviewers, observers in supermarkets, and door-to-door interviewers.

Question 15

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

Accepted Answer

A fieldworker is typically responsible for collecting data or conducting research in the field. They might use various methods, such as surveys, interviews, or observations. Probes are typically used in technical settings, such as to test electronic devices. Briefers may be used to inform participants about the study or research, but they are not collecting data. Intermediaries may help facilitate communication between different groups or stakeholders, but again, they are not typically responsible for data collection. Therefore, A) fieldworker is the best choice.

Question 16

Fieldworkers should not be aware of supervisory verification practices.

Accepted Answer

Fieldworkers should be aware of these practices because knowing them often reminds them to be conscientious in their work.

Question 17

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):

Accepted Answer

An in-house interviewer is an employee of the organization conducting the market research, and in this case, Jay is an employee of Kraft Foods. Therefore, Jay is an in-house interviewer. The other options are not applicable as they do not accurately describe Jay's role.

Question 18

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

Accepted Answer

The briefing session covers the sampling procedure as a number of research projects allow the interviewer to be at least partially responsible for selecting the sample.

Question 19

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:

Accepted Answer

The answer of When an interviewer conducts a taste test...

Question 20

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

Accepted Answer

The answer of A research supplier that specializes in gathering...

Quiz 18: Fieldwork