MKT: Chapter 10

T/F- According to the text, fieldwork is the first step in the marketing research process.

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T/F- Fieldwork is the step in the research process immediately after developing an approach to the problem.

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T/F- Fieldwork is the fifth step in the marketing research process.

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T/F- All fieldwork involves the selection, training, and supervision of persons who collect data.

T

T/F- An observer counting customers in a particular section of a store is an example of a field worker.

T

T/F- The first step in the fieldwork process is the selection of field workers.

T

T/F- Researchers have one choice for collecting their data: hire a data collection agency.

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T/F- Field workers who collect data typically have research backgrounds and extensive training.

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T/F- A researcher should decide what characteristics the field workers should have when selecting field workers.

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T/F- To the extent possible, interviewers should be selected to emphasize a higher income class than respondents, since this increases the probability of a successful interview.

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T/F- According to the text, the typical interviewer is a single woman aged 18 to 34, with an above-average education and an above-average household income.

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T/F- Field workers are generally paid an hourly rate or on a per-interview basis.

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

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T/F- Interviewers should record responses after the interview.

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T/F- Validating the interview is recognized as a phase of the interviewing process.

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T/F- A motivational technique used when asking survey questions to induce the respondents to enlarge on, clarify, or explain their answers and to help the respondents focus on the specific content of the interview is called probing.

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T/F- All interviewers should use the same format and conventions to record the interviews, but should alter their way of editing completed interviews to ensure variety and coverage.

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T/F- The general rule for recording answers to unstructured questions is to record the responses verbatim.

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T/F- Sampling control helps respondents focus on the specific content of the interview and provide only relevant information.

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T/F- Supervision of field workers involves coding of questionnaires.

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T/F- To understand the interviewers' problems, the supervisors should do some interviewing.

T

T/F- An important aspect of supervision is sampling control, which attempts to ensure that the interviewers are strictly following the sampling plan rather than selecting sampling units based on convenience or accessibility.

T

T/F- To validate the study, the supervisors call 30 to 40 percent of the respondents to inquire whether the field workers actually conducted the interviews.

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T/F- According to the text, interviewer cheating can be minimized through pretesting of the questionnaires.

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T/F- Central office control involves tabulating the responses to important demographic characteristics and key questions.

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T/F- Coding of fieldwork means verifying that field workers are submitting authentic interviews.

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T/F- To validate the study, the supervisors call 1 percent to 10 percent of the respondents to inquire whether the field workers actually conducted the interviews.

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T/F- The supervisor should ask a complex and sensitive survey question when validating an interview with a respondent.

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T/F- When evaluating field workers, the interviewer's time should be broken down into actual interviewing, travel, and administration.

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T/F- To evaluate interviewers on the quality of interviewing, the supervisor must directly observe the interviewing process.

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T/F- For structured questions, frequent occurrence of nonresponse items is an indicator that should be used to evaluate an interviewer on the quality of interviewing.

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

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

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

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T/F- According to the text, the data preparation process begins with checking the questionnaires for completeness.

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T/F- The data preparation process begins after the fieldwork is done.

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T/F- The final data analysis plan should never differ from the preliminary plan for data analysis.

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T/F- Data preparation should only begin once all batches of questionnaires are received from the field. In this way, processing uniformity is boosted.

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T/F- Data cleaning is the last stage of the data preparation process.

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T/F- At the editing stage, the researcher makes a preliminary check for consistency.

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T/F- A review of the questionnaires with the objective of increasing accuracy and precision is called editing.

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T/F- Deleting the question from the survey is an alternative for the treatment of unsatisfactory responses.

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T/F- Unsatisfactory responses from collected data may be discarded when the proportion of unsatisfactory respondents is 20 percent to 30 percent.

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T/F- Coding consists of screening questionnaires to identify illegible, incomplete, inconsistent, or ambiguous responses.

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T/F- The assignment of a symbol to represent a specific response to a specific question, along with the data record and column position that symbol will occupy, is called coding.

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T/F- According to the text, the symbols used in the assignment of codes to each possible response to each question is usually a number.

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T/F- A book containing coding instructions and the necessary information about variables in the data set is called a codebook.

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T/F- Only software programs developed for the research industry should be used to enter data, not programs such as Microsoft EXCEL.

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T/F- Coding unstructured questions is relatively simple, since the response options are predetermined.

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T/F- According to the text, category codes should be collectively exhaustive and mutually exclusive.

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T/F- Data should be coded in a lean way in order to avoid retaining much detail.

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T/F- Categories are collectively exhaustive if each response fits into one of the assigned category codes.

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T/F- If possible, standard codes should be used for missing data.

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T/F- According to the text, categories are mutually exclusive if every response fits into one and only one of the assigned category codes.

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T/F- When entering respondent data into a spreadsheet, each column contains the data for one respondent.

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T/F- Transcribing data involves transferring the coded data from the questionnaires or coding sheets onto disks or directly into computers by key punching or other means.

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T/F- Optical scanning involves direct machine reading of the codes and simultaneous transcription.

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T/F- The thorough and extensive check for consistency and treatment of missing responses is called validating.

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T/F- Data cleaning includes consistency checks and treatment of missing responses. The checks at this stage are less extensive than the checks made during editing.

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T/F- A part of the data cleaning process that identifies data that are out of range or logically inconsistent, or that have extreme values, is called consistency checks.

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T/F- Missing responses represent values of a variable that are unknown, either because respondents provided ambiguous answers or their answers were not properly recorded.

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T/F- Treatment of missing responses poses problems, particularly if the proportion of missing responses is between 5 percent and 10 percent.

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T/F- Casewise deletion is an option available for the treatment of missing responses.

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T/F- A method for handling missing responses in which respondents with any missing responses are discarded from the analysis is called pairwise deletion.

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T/F- Casewise deletion is a method of handling missing values in which for each calculation or analysis, only the respondents with complete responses are considered.

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T/F- Pairwise deletion may be appropriate when the sample size is large.

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T/F- Considering the known characteristics of the data is a stage in selecting a data analysis strategy.

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T/F- Unlike traditional data collection, in social media respondents do not merely respond to questions or stimuli. Rather, they generate the data and edit it by their communal participation.

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T/F- The data preparation process for social media is exactly similar to that for data collected by traditional means.

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T/F- A good rule of thumb about the discarding of respondents is that such decisions should be made before conducting any analysis.

T

According to the text, fieldwork is the ________ in the marketing research process.
A) first step
B) second step
C) third step
D) fourth step
E) fifth step

D

Which of the following individuals is NOT recognized as a field worker?
A) an interviewer intercepting shoppers in a mall
B) a project director conducting a check on the data analysis
C) a telephone interviewer calling from a central location
D) an observer counting customers in a particular section of a store
E) a worker mailing questionnaires from an office

B

All of the following are mentioned in the text as elements related to the fieldwork process EXCEPT the ________.
A) selection of field workers
B) validation of fieldwork
C) evaluation of field workers
D) training and supervision of field workers
E) All of the mentioned elements are related to the fieldwork process.

E

The first step in the fieldwork process is the ________.
A) selection of field workers
B) training of field workers
C) supervision of field workers
D) evaluation of field workers
E) validation of fieldwork

A

A researcher should implement all of the following steps when selecting field workers EXCEPT ________.
A) develop job specification for the project
B) decide what characteristics the field workers should have
C) recruit appropriate individuals
D) All of the mentioned steps should be followed when selecting field workers.
E) None of these are steps to follow when selecting field workers.

D

To the extent possible, interviewers should be selected ________ since this increases the probability of a successful interview.
A) to emphasize a higher income class than respondents
B) to match respondents' characteristics
C) to emphasize a lower income class than respondents
D) based primarily on their availability
E) based on height and weight tables

B

According to the text, the typical interviewer is a ________, with an above-average education and an above-average household income.
A) single woman aged 18 to 34
B) single woman aged 35 to 54
C) married woman aged 18 to 34
D) married woman aged 35 to 54
E) senior woman aged 55 to 65

D

Which of the following is NOT recognized as a phase of the interviewing process?
A) validating the interview
B) making the initial contact
C) asking the questions
D) recording the answers
E) probing

A

A motivational technique used when asking survey questions to induce the respondents to enlarge on, clarify, or explain their answers and to help the respondents focus on the specific content of the interview is called ________.
A) probing
B) sampling
C) factoring
D) recording
E) selecting

A

________ helps respondents focus on the specific content of the interview and provide only relevant information.
A) Sampling
B) Factoring
C) Probing
D) Recording
E) Selecting

C

The general rule for recording answers to unstructured questions is to ________.
A) summarize the responses
B) record the responses verbatim
C) filter the responses
D) interpret the responses
E) select the responses

B

Supervision of field workers involves all of the following EXCEPT ________.
A) quality control and editing
B) sampling control
C) central office control
D) coding of questionnaires
E) control of cheating

D

To understand the interviewers' problems, the supervisors should ________.
A) revise the questionnaire
B) do some interviewing
C) replace the interviewer
D) interview the interviewer
E) do secondary data analysis

B

An important aspect of supervision is ________, which attempts to insure that the interviewers are strictly following the sampling plan rather than selecting sampling units based on convenience or accessibility.
A) questionnaire design
B) sequential coding
C) sampling control
D) pretesting
E) insurance

C

To control the problems of interviewers not strictly following the sampling plan, supervisors should keep daily records of all of the following EXCEPT ________.
A) the number of calls made
B) the number of not-at-homes
C) the number of refusals
D) the number of completed interviews for each interviewer
E) Supervisors should keep daily records of all of the selections to control interviewers.

E

According to the text, interviewer cheating can be minimized through all of the following EXCEPT through ________.
A) proper training
B) pretesting of questionnaires
C) proper supervision
D) validation of fieldwork
E) All of the above will help to minimize interviewer cheating.

B

________ involves tabulating the responses to important demographic characteristics and key questions.
A) Central office control
B) Sampling control
C) Control of cheating
D) Questionnaire pretesting
E) Cross-tabulation

A

________ of fieldwork means verifying that field workers are submitting authentic interviews.
A) Verification
B) Validation
C) Pretesting
D) Coding
E) Selection

B

To validate the study, the supervisors call ________ of the respondents to inquire whether the field workers actually conducted the interviews.
A) 1 percent to 10 percent
B) 10 percent to 25 percent
C) 25 percent to 40 percent
D) 40 percent to 49 percent
E) 50 percent

B

Which of the following types of questions should the supervisor NOT ask when validating an interview with a respondent?
A) length of the interview
B) a complex and sensitive survey question
C) reaction to the interviewer
D) basic demographic data
E) quality of the interview

B

When evaluating field workers, which category is relevant for assessing how effectively the interviewer's time was spent?
A) actual interviewing
B) travel
C) administrative record-keeping
D) reviewing responses
E) none of the above

E

To evaluate interviewers on the quality of interviewing, the supervisor ________.
A) should ask other interviewers about the interviewer in question
B) must directly observe the interviewing process
C) should ask the respondent about the qualities of the interviewer in question
D) should use a pretested questionnaire to evaluate the interviewer
E) should ask permission of the interviewer

B

Which of the following is NOT an indicator that should be used to evaluate an interviewer on the quality of interviewing?
A) The recorded data are legible.
B) All instructions, including skip patterns, are followed.
C) The answers to unstructured questions are recorded verbatim.
D) For structured questions, the data seem reasonable.
E) The answers to unstructured questions are meaningful and complete enough to be coded.

D

Which of the following indicators should NOT be used to evaluate interviewers on the quality of interviewing?
A) Qualitative answers are summarized.
B) For structured questions, item nonresponse occurs infrequently.
C) The recorded data are legible.
D) All instructions, including skip patterns, are followed.
E) All are indicators relevant of evaluating interviewers.

A

When supervising field workers, supervisors should be concerned with all of the following EXCEPT ________.
A) quality control
B) pay levels
C) sampling control
D) control of cheating
E) central office control

B

Conditions of conducting fieldwork in international marketing research include which of the following?
A) Minimal training of overseas field workers is all that is required for success.
B) Selecting sampling units is done with stricter adherence to the sampling plan than in the United States.
C) Cheating by field workers is less of a problem.
D) Sending expatriates to collect data overseas is frequently done.
E) Local fieldwork agencies are unavailable in many countries.

E

When collecting qualitative data from social media, which of the following is a decision that has to be made?
A) determining the type and specification of the social media channels to be monitored
B) developing a standardization of terms, conversation types, and content types
C) establishing a standardized coding scheme
D) setting benchmarks
E) All of these are decisions that have to be made.

E

Researchers and field workers can make respondents feel comfortable by ________.
A) entertaining them
B) hiding the purpose of the project
C) addressing questions of respondents
D) revealing what other respondents said
E) all of the above

C

In the marketing research process, data preparation and analysis comes immediately after ________ and before ________.
A) problem definition; research design
B) research design; fieldwork
C) fieldwork; research design
D) problem definition; report preparation
E) fieldwork; report preparation and presentation

E

According to the text, the data preparation process begins with ________.
A) validating the questionnaires
B) evaluating the interviewers
C) pretesting the questionnaire
D) transcribing data
E) preliminary plan of data analysis

E