Question 1

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?

Accepted Answer

The instructions to ask questions in the order of the questionnaire and to repeat unclear questions pertain to the skill of asking questions during data collection. This is a crucial aspect of field worker training as it ensures that the correct information is being collected systematically and accurately. Probing is a separate skill that involves asking follow-up questions to gain more detailed information. Making initial contact and recording answers are also important skills in field worker training, but are not specifically addressed in the given instructions.

Question 2

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

Accepted Answer

Sampling is not a part of supervision of field workers. Supervision involves overseeing the quality of work, ensuring data integrity, and managing the overall process, while sampling is a method used to select a portion of the population for study.

Question 3

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

Accepted Answer

It is possible for a social media project to be assigned to a small team or even just a few individuals who can handle the tasks involved in managing the project. However, the size of the team usually depends on the scale and complexity of the project as well as the resources available.

Question 4

In their guidelines on interviewing,the Insights Association suggests that interviewers have unnecessary side conversations with the respondent in an effort to make the respondent more comfortable.

Accepted Answer

The Insights Association guidelines on interviewing recommend that interviewers avoid unnecessary side conversations with the respondent. This is because such conversations may distract the respondent from the main purpose of the interview and compromise the data quality. Instead, interviewers should focus on building rapport with the respondent through appropriate gestures such as greeting them warmly, explaining the purpose of the interview, and assuring them of their confidentiality and anonymity.

Question 5

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

Accepted Answer

Research staff collecting and analyzing data from social media can be either full-time or part-time employees, depending on the firm's needs and the scope of the project.

Question 6

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.

Accepted Answer

The answer of To make the respondents more comfortable and...

Question 7

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

Accepted Answer

While some fieldwork jobs may require experience and middle-aged individuals, this is not a general qualification for all fieldworkers. The other options of being healthy, outgoing, and having a pleasant appearance are more universally applicable to the job.

Question 8

Which statement is not true about probing?

Accepted Answer

Probing involves asking follow-up questions to get more detailed or clearer responses, and it should not involve changing the phrasing or order of questions, as this could lead to different responses and potentially introduce bias.

Question 9

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

Accepted Answer

The answer of The selection,training,supervision,validation,and evaluation of field workers is...

Question 10

In their guidelines on interviewing,the Insights Association suggests that interviewers keep a tally on each terminated interview and the reason for each termination.

Accepted Answer

The Insights Association does suggest that interviewers keep a tally on each terminated interview and the reason for each termination. This helps to identify any patterns or issues that may be affecting the completion rate of interviews.

Question 11

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?

Accepted Answer

Probing involves encouraging respondents to provide more detailed answers, often by using techniques like expectant pauses or reassuring comments.

Question 12

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

Accepted Answer

The statement "The interviewer should specifically ask the respondent's permission" is actually true. Asking for permission not only builds rapport with the respondent but also gives them a sense of control over the situation, increasing the likelihood of cooperation. Therefore, all the statements in the given options are true.

Question 13

Which statement is correct about terminating the interview?

Accepted Answer

All of the statements are correct because they contribute to a comprehensive and respectful closure of an interview, ensuring valuable information is captured, respondent's curiosity about the project is satisfied, and leaving the respondent with a positive impression of the experience.

Question 14

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

Accepted Answer

The answer of All of the following are commonly used...

Question 15

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

Accepted Answer

This instruction pertains to recording the answer aspect of field worker training. It emphasizes the importance of accurately recording what the respondent has said without altering their words or meaning through summarization or paraphrasing.

Question 16

Which of the following initial contact statements should be avoided?

Accepted Answer

Asking for someone's valuable time (A) or directly asking if they would like to answer questions (C) can be perceived as intrusive or demanding, making them less effective for initiating a positive interaction.

Question 17

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

Accepted Answer

Quality control and editing involve checking the procedures used in the field to ensure that they are being implemented properly to ensure reliable and accurate data collection. Cheating, central office control, and sampling control may also be important aspects of supervising field workers, but they do not directly relate to checking the implementation of field procedures.

Question 18

The Council for Marketing and Opinion Research,now part of the Insights Association (www.insightsassociation.org),offered several guidelines for reducing refusal rates related to fieldwork.Which of the following is not one of those guidelines?

Accepted Answer

The guideline that is not listed is related to offering incentives or rewards to respondents to increase participation rates. This is a common strategy used by market researchers to reduce refusal rates, but it is not mentioned in the given guidelines.

Question 19

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

Accepted Answer

Marketing research is often accused of collecting personal or sensitive information and misusing it for commercial purposes. This perception has caused a negative image of marketing research in the eyes of some people. However, it is important to note that ethical marketing researchers follow strict guidelines and ethics codes to ensure that the information collected is used for research purposes only, and not for any other means.

Question 20

Which of the following activities is not fieldwork?

Accepted Answer

Fieldwork involves direct observation or collection of data from the field, i.e. outside of an office or central location. Option C involves data analysis which is typically done in an office or central location, and does not involve direct observation or collection of data from the field.

Quiz 13: Fieldwork