Question 1

An industry standard is to randomly select 15%-25 % of the completed surveys for purposes of making a call-back to validate that the interview was conducted.

Accepted Answer

The answer of An industry standard is to randomly select...

Question 2

Ways to combat unintentional respondent error include well-drafted questionnaire instructions and examples,reversals of scale endpoints,use of scale endpoints,and use of prompters.

Accepted Answer

These methods are all effective ways to combat unintentional respondent error.

Question 3

Long questionnaires often include opportunities for the respondent to discontinue the survey with phrases such as"We are almost finished,""That was the most difficult section of questions to answer,"or other statements.

Accepted Answer

Long questionnaires often include phrases like "We are almost finished" or "That was the most difficult section" to encourage respondents to continue, not to discontinue.

Question 4

The more competent the field interviewer becomes through training,supervision,and development of personal skills,the lower the potential for interviewer error.

Accepted Answer

The statement suggests that interviewer error can be minimized by improving the competence of the field interviewer through various means, such as training, supervision, and personal skill development. Therefore, the statement is true.

Question 5

Researchers understand the true value of professional field data collection companies whose existence depends on how well they can control interviewer and respondent error.

Accepted Answer

The statement is true as professional field data collection companies rely on controlling interviewer and respondent error to ensure the accuracy and quality of their data. Researchers understand the importance of this and value these companies for their ability to do so.

Question 6

Incentives sometimes compel respondents to be more truthful while also discouraging nonresponse.

Accepted Answer

Incentives, such as monetary compensation or gift cards, can motivate respondents to participate in a survey and provide honest answers to questions. Additionally, the possibility of receiving an incentive may discourage nonresponse or dropout from the survey.

Question 7

There are at least two major intentional respondent errors: falsehoods and refusals.

Accepted Answer

Intentional respondent errors refer to when respondents provide false information or refuse to answer a question. Therefore, there are at least two major intentional respondent errors: falsehoods and refusals.

Question 8

Some industry observers believe that nonresponse is caused by fears of invasion of privacy,skepticism of consumers regarding the benefits of participating in research,and the use of research as a guise for telemarketing

Accepted Answer

Nonresponse in research can be attributed to various factors like privacy concerns, skepticism of consumers, and the fear of research being used as a means of telemarketing.

Question 9

Tactics such as anonymity,confidentiality,validation checks,and third-person technique have been used minimize respondent error but have been found to have the opposite effect.

Accepted Answer

These tactics have been found to be effective in minimizing respondent error rather than having the opposite effect.

Question 10

Unintentional respondent errors may result from misunderstanding,guessing,cheating,falsehoods,attention loss,distractions,or fatigue.

Accepted Answer

The answer of Unintentional respondent errors may result from misunderstanding,guessing,cheating,falsehoods,attention...

Question 11

Even with supervised orientation sessions and role playing,unintentional fieldworker errors cannot be reduced.

Accepted Answer

While it may not be possible to completely eliminate all unintentional errors, supervised orientation sessions and role playing can certainly help in reducing them.

Question 12

Validation verifies that the interviewer did the work and is aimed at the falsification/cheating problem.

Accepted Answer

Validation is a process used to verify that the interviewer conducted the survey properly and did not falsify or cheat during the data collection process.

Question 13

There are four types of nonresponse error: refusals to participate in the survey,break-offs during the interview,survey cheating,and refusals to answer specific questions.

Accepted Answer

Survey cheating is not considered a type of nonresponse error. Nonresponse errors typically include refusals to participate, break-offs, and refusals to answer specific questions.

Question 14

Business-to-business(B2B)marketing research is even more challenging than consumer research,presenting additional hurdles that must be cleared(such as negotiating"gatekeepers")just to find the right person to take part in the survey.

Accepted Answer

Business-to-business marketing research often involves contacting individuals who act as gatekeepers for decision-makers, making it more challenging to find the right person to participate in surveys.

Question 15

Sometimes the opportunity arises to use the third-person technique,in which the interviewer directly and indirectly quizzes the respondent about a subject that might be embarrassing.

Accepted Answer

The answer of Sometimes the opportunity arises to use the...

Question 16

Two general strategies-supervision and validation-can be employed to guard against the interviewer intentionally committing an error.

Accepted Answer

Supervision and validation are two common strategies used to prevent interviewers from intentionally committing errors. Supervision involves having a higher-level supervisor review the work of the interviewer, while validation involves checking the accuracy of the data collected through follow-up interviews or other data collection methods. These strategies can help ensure that the data collected is accurate and reliable.

Question 17

Nonresponse includes failure on the part of an interviewer to take part in the survey,premature termination of the interview,and refusal to answer specific questions on the questionnaire.

Accepted Answer

The answer of Nonresponse includes failure on the part of...

Question 18

A way to combat unintentional respondent error is to include reversals of scale endpoints in questionnaires.

Accepted Answer

Including reversals of scale endpoints is a known method to combat unintentional respondent error in questionnaires. By including statements that demand opposite answers to the same question, it's possible to identify respondents who are not carefully reading the questions or who are responding in a consistent pattern, instead of engaging with the question. This technique is particularly useful for Likert scales and other rating systems where respondents can simply agree or disagree with statements.

Question 19

Nonresponse has been labeled the marketing research industry's biggest problem,and it is multinational in scope.

Accepted Answer

Nonresponse refers to the failure of respondents to participate in research studies or surveys. It is a significant problem in the marketing research industry and affects studies conducted in various countries.

Question 20

The identification,control,and adjustments necessary for nonresponse are not as critical to the success of a survey as once believed.

Accepted Answer

Nonresponse can lead to non-representative samples and bias in survey results, which can ultimately impact the success of a survey. Effective identification, control, and adjustments for nonresponse are still critical to ensure accurate and reliable survey data.

Quiz 11: Dealing with Fieldwork and Data Quality