Deck 10: Fielding the Data-Gathering Instrument

Question 1

To minimize total error and to gather accurate information as efficiently as possible, the field service of a questionnaire should be well planned.

Answer 1

True

Question 2

Personnel are the key to a successful field-service operation.

Answer 2

True

Question 3

An important part of preparing the personnel for a specific study is to ensure they are thoroughly briefed on the specific aspects of the questionnaire that will be administered.

Answer 3

True

Question 4

During the field service operation, the interviewer should only write down the major points of open-ended responses rather than take time to quote the respondent verbatim.

Question 5

Mall intercept interviewing is a very popular way to execute personal interviews across a wide geographic area.

Question 6

In terms of personal interviews, a recruited central location test involves using an observation approach rather than a survey approach.

Question 7

In-store intercepts are done to personally interview survey respondents.

Question 8

Executive interviewing is the industrial equivalent to the consumer door-to-door interviewing.

Question 9

Personal interviewing allows for greater control of the interviewing staff than telephone interviewing.

Question 10

Computer-assisted telephone interviewing systems allow for a great deal of supervision and high quality control.

Question 11

A major advantage of mail surveys is that they allow for the elimination of selecting, training, and supervising interviewers.

Question 12

The Internet is increasingly being used as a means of conducting marketing research.

Question 13

The first step in the interviewing process requires the interviewer to develop rapport with the respondent.

Question 14

Rapport is the term that describes the personal relationship of confidence and understanding between the interviewer and the respondent.

Question 15

"May I ask you some questions?" is a good approach to an interview.

Question 16

The interviewer should make sure that the respondent qualifies for the survey before starting the survey process.

Question 17

The interviewer should call attention to time and the length of the interview whether or not the respondent asks.

Question 18

Should a respondent initially decline to be interviewed, the interviewer should not give up too easily.

Question 19

If a survey is being done by telephone and the respondent initially declines, an excellent technique to obtain later cooperation is to offer the respondent the option of calling back on a toll-free number at his or her convenience.

Question 20

The presence of other persons, such as friends, usually enhances the quality of the interview between the respondent and the interviewer.

Question 21

The interviewer should not "lead" the respondent unless he expects a specific answer.

Question 22

In the case where a respondent does not seem to understand a question, the interviewer should explain what the question means and what information is being requested.

Question 23

It is important that the interviewer not express negativity during an interview.

Question 24

The interviewer must record answers in the exact words of the respondent

Question 25

The interviewer must remain completely neutral.

Question 26

A validation questionnaire should be prepared for every project.

Question 27

It is very important that each interview be conducted in the same manner by all interviewers.

Question 28

Skillful probing is essential in the case of closed-ended questions.

Question 29

Probing involves the interviewer editing and improving the respondent's answers.

Question 30

Nonsampling errors result from some non-systematic bias being introduced during the research process.

Question 31

Nonsampling errors commonly arise from errors in design, logic, interpretation, field service, or presentation.

Question 32

Nonsampling errors tend to decrease as sample size increases.

Question 33

Sampling frame errors generally consist of noncoverage and overcoverage errors.

Question 34

Nonresponse errors occur when some of the elements of the population selected to be part of the sample do not respond.

Question 35

Data errors consist of interviewer errors, measurement errors, and processing errors.

Question 36

"What else can you tell me?" is an example of a question to help an interviewer clarify a response.

Question 37

"Where does that occur?" is an example of a question to help an interviewer clarify a response.

Question 38

During the field service operation, the interviewer should take time to quote the respondent verbatim.

Question 39

Mall intercept interviewing is not a popular way to execute personal interviews across a wide geographic area.

Question 40

In terms of personal interviews, a recruited central location test involves using a survey approach rather than an observation approach.

Question 41

In-store intercepts are not used to personally interview survey respondents.

Question 42

Personal interviewing is the industrial equivalent to the consumer door-to-door interviewing.

Question 43

Telephone interviewing allows for greater control of the interviewing staff than personal interviewing.

Question 44

Computer-assisted telephone interviewing systems do not allow for a great deal of supervision and high quality control.

Question 45

A major disadvantage of mail surveys is that they do not allow for the elimination of selecting, training, and supervising interviewers.

Question 46

The first step in the interviewing process requires the interviewer to obtain the cooperation of the respondent.

Question 47

The second step in the interviewing process requires the interviewer to develop rapport with the respondent.

Question 48

Cooperation is the term that describes the personal relationship of confidence and understanding between the interviewer and the respondent.

Question 49

"May I ask you some questions?" is not a good approach to an interview.

Question 50

The interviewer need not call attention to time and the length of the interview unless the respondent asks.

Question 51

If a respondent initially declines to be interviewed, the interviewer should move on.

Question 52

The presence of other persons, such as friends, usually diminishes the quality of the interview between the respondent and the interviewer.

Question 53

The interviewer must not "lead" the respondent.

Question 54

In the case where a respondent does not seem to understand a question, the interviewer should repeat the question slowly but not explain what the question means and what information is being requested

Question 55

It isn't necessary for the interviewer to record answers in the exact words of the respondent.

Question 56

The interviewer does not have to remain completely neutral.

Question 57

A validation questionnaire does not need to be prepared for every project.

Question 58

Each interview does not need to be conducted in the same manner by all interviewers.

Question 59

Skillful probing is essential in the case of open-ended questions.

Question 60

Probing involves the interviewer clarifying the respondent's answers.

Question 61

Sampling errors result from some non-systematic bias being introduced during the research process.

Question 62

Sampling errors commonly arise from errors in design, logic, interpretation, field service, or presentation.

Question 63

Nonsampling errors tend to increase as sample size increases.

Question 64

Sampling frame errors consist of only noncoverage errors.

Question 65

"Would you be more specific?" is an example of a question to help an interviewer clarify a response.

Question 66

"What else can you tell me?" is an example of a question to help an interviewer clarify a response.

Question 67

"What else can you tell me?" is an example of a question to help an interviewer in probing a response.

Question 68

The field service operation should include the following responsibilities to be carried out by interviewer except

A) cover the sample frame in accordance with instructions
B) follow the study procedures and administer the questionnaire as written
C) modify questions if the respondent does not understand what is being asked
D) establish rapport with the respondents

Question 69

Personal interviews may be done through all of the following except

A) door-to-door interviewing
B) mall intercept
C) executive interviewing
D) Internet interviewing

Question 70

The method of survey research that intercepts shoppers in the public areas of shopping malls is called _____ intercept interviewing.

A) mall
B) in-store
C) public
D) shopper

Question 71

All of the following types of research can be administered with a mall intercept approach except

A) taste tests
B) concept studies
C) focus groups
D) executive interviews

Question 72

The _____ involves screening respondents ahead of time and inviting them to a location at a preset time for the actual interview.

A) central location interview
B) mall intercept interview
C) in-store interview
D) door-to-door interview

Question 73

Advantages of mail surveys include all of the following except

A) convenience
B) response rate
C) efficiency
D) inexpensive

Question 74

All of the following are potential disadvantages of mail surveys except

A) time lag in response
B) lack of response coverage
C) low response rate
D) selecting, training, and supervising interviewers

Question 75

The first step in developing a relationship with the respondent is

A) obtaining the cooperation of the potential respondent
B) establishing rapport with the respondent
C) ensuring the respondent that the interview is anonymous
D) finding out personal information about the respondent

Question 76

The second step in developing a relationship with the respondent is

A) obtaining the cooperation of the potential respondent
B) establishing rapport with the respondent
C) ensuring the respondent that the interview is anonymous
D) finding out personal information about the respondent

Question 77

When interviewers are unable to input responses directly into the computer, which issue listed below is likely to arise?

A) circling or checking answers
B) validation of data
C) rapport with the respondent
D) legibility of what is written

Question 78

If an interviewer were to record or put the questions into his or her own words

A) the responses would be illegible
B) the respondent would definitely understand the questions better
C) a bias would be introduced
D) sampling error would occur

Question 79

In the case where the a respondent does not seem to understand the question the interviewer should

A) put the questions into his or her own words
B) repeat the question to the respondent slowly
C) explain to the respondent the information the question is trying to find out
D) skip the question and go on to the next one

Question 80

A validation questionnaire should include all of the following except

A) information on how the sample was selected
B) participation in other studies
C) the original screening questions
D) questions on methods of recruitment