Chap13 - for testing what you have studied in chapter 13 PDF

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for testing what you have studied in chapter 13...

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Marketing Research: An Applied Orientation, 6e (Malhotra) Chapter 13 Fieldwork 1) Fieldwork is the sixth step in the marketing research process. Answer: FALSE Diff: 2 Page Ref: 401 LO : 1 2) The persons who design the research frequently collect marketing research data. Answer: FALSE Diff: 2 Page Ref: 402 LO : 1 3) All fieldwork involves the selection, training, and supervision of persons who collect data. Answer: TRUE Diff: 2 Page Ref: 402 LO : 1 4) Researchers generally agree that the more characteristics the interviewer and the respondent have in common, the smaller the probability of a successful interview. Answer: FALSE Diff: 1 Page Ref: 403 LO : 1 5) The typical interviewer is a married woman age 25 to 34, with an above-average education and an above-average household income. Answer: FALSE Diff: 2 Page Ref: 404 LO : 1 6) Training of field workers can be conducted by video conferencing or using the Internet. Answer: TRUE Diff: 2 Page Ref: 404 LO : 2 7) Training ensures that all interviewers administer the questionnaire in the same manner so that the data can be collected uniformly. Answer: TRUE Diff: 1 Page Ref: 404 LO : 2 8) A slight change in the wording, sequence, or manner in which a question is asked does not distort its meaning or bias the response. Answer: FALSE Diff: 2 Page Ref: 404 LO : 2 1 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

9) (AO?) stands for the probing comment "any other reason." Answer: TRUE Diff: 2 Page Ref: 405 LO : 2 10) Interviewers should record responses after the interview. Answer: FALSE Diff: 2 Page Ref: 405 LO : 2 11) The general rule for recording answers to unstructured questions is to check the box that reflects the respondent's answer. Answer: FALSE Diff: 2 Page Ref: 405 LO : 2 12) When recording respondents' answers, interviewers should include all probes and comments. Answer: TRUE Diff: 2 Page Ref: 405 LO : 2 13) As a part of central office control, supervisors should keep a record of hours worked and expenses. Answer: FALSE Diff: 3 Page Ref: 407 LO : 3 14) Cheating involves falsifying part of a question or the entire questionnaire. Answer: TRUE Diff: 1 Page Ref: 407 LO : 3 15) To validate the study, the supervisors call 25 to 30 percent of the respondents to inquire whether the field workers actually conducted the interviews. Answer: FALSE Diff: 2 Page Ref: 407 LO : 3 16) The evaluation of field workers should be based on the criteria of cost and time, response rates, quality of interviewing, and quality of data. Answer: TRUE Diff: 2 Page Ref: 407-408 LO : 4

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17) If interviewer costs differ by city size, comparisons should be made only among field workers working in comparable cities. Answer: TRUE Diff: 2 Page Ref: 407-408 LO : 4 18) Supervisors can help interviewers with an inordinate number of refusals by listening to the introductions they use and providing immediate feedback. Answer: TRUE Diff: 1 Page Ref: 407-408 LO : 4 19) The quality of interviewing should be evaluated in terms of the appropriateness of the introduction. Answer: TRUE Diff: 1 Page Ref: 407-408 LO : 4 20) In their guidelines on interviewing, the Council of American Survey Research Organizations suggests that interviewers do not reveal the identity of the ultimate client unless instructed to do so. Answer: TRUE Diff: 3 Page Ref: 408 LO : 4 21) In their guidelines on interviewing, the Council of American Survey Research Organizations suggests that interviewers have unnecessary side conversations with the respondent in an effort to make the respondent more comfortable. Answer: FALSE Diff: 3 Page Ref: 408 LO : 4 22) In their guidelines on interviewing, the Council of American Survey Research Organizations suggests that interviewers keep a tally on each terminated interview and the reason for each termination. Answer: TRUE Diff: 3 Page Ref: 408 LO : 4 23) Marketing research is being given a negative image because of the misperception that marketing researchers misuse information they collect. Answer: TRUE Diff: 2 Page Ref: 410-411 AACSB: Ethical Reasoning LO : 7

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24) 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. Answer: FALSE Diff: 3 Page Ref: 410-411 AACSB: Ethical Reasoning LO : 7 25) Which of the following activities is not fieldwork? A) a worker mailing questionnaires from an office B) an observer counting customers in a particular section of a store C) a statistician analyzing the results of a survey D) a telephone interviewer calling from a central location Answer: C Diff: 1 Page Ref: 401 LO : 1 26) The Council for Marketing and Opinion Research offered several guidelines for reducing refusal rates related to fieldwork. Which of the following is not one of those guidelines? A) The subject matter should always be disclosed to the respondents. B) Courtesy should be exercised when deciding what hours of the day to call respondents. Calling between 9 a.m. and 9 p.m. is recommended. C) If mall respondents indicate the time is not convenient, an appointment should be made to conduct the interview later. D) Interviewer training programs should be routinely administered so that field workers will be effective at their jobs. Answer: A Diff: 2 Page Ref: 401-402 AACSB: Reflective Thinking LO : 1 27) Which of the following is not one of the general qualifications of fieldworkers? A) healthy B) outgoing C) experienced and middle-aged D) pleasant appearance Answer: C Diff: 1 Page Ref: 402-403 LO : 1

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28) The training of field workers is critical. Which of the following statements is not true regarding making the initial contact? A) Interviewers should be trained to make opening remarks that will convince potential respondents that their participation is important. B) The interviewer should specifically ask the respondent's permission. C) The interviewer should be instructed on handling objections and refusals. D) The initial contact can result in cooperation or the loss of potential respondents. Answer: B Diff: 2 Page Ref: 404-405 AACSB: Reflective Thinking LO : 2 29) Which of the following initial contact statements should be avoided? A) May I have some of your valuable time? B) We highly value your opinion and would like to ask you a few questions. C) Would you like to answer a few questions? D) Both A and C should be avoided. Answer: D Diff: 1 Page Ref: 404-405 LO : 2 30) 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? A) probing B) making initial contact C) asking questions D) recording the answer Answer: C Diff: 2 Page Ref: 404-405 LO : 2 31) 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? A) probing B) making initial contact C) asking questions D) recording the answer Answer: A Diff: 2 Page Ref: 404-405 LO : 2

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32) Which statement is not true about probing? A) Probing is intended to motivate respondents to enlarge on, clarify, or explain their answers. B) Probing helps respondents focus on the specific content of the interview and provide only relevant information. C) Changing the phrasing or order of questions during the interview can make significant differences in the response obtained. D) Probing should not introduce any bias. Answer: C Diff: 1 Page Ref: 404-405 AACSB: Reflective Thinking LO : 2 33) All of the following are commonly used probing techniques except ________. A) using objective/neutral questions or comments B) ask each applicable question C) boosting or reassuring the respondent D) eliciting clarification Answer: B Diff: 2 Page Ref: 404-405 AACSB: Reflective Thinking LO : 2 34) "Do not summarize or paraphrase the respondent's answers." would be instructions included in the ________ aspect of field worker training? A) terminating the interview B) probing C) recording the answer D) asking questions Answer: C Diff: 3 Page Ref: 404-405 LO : 2 35) Which statement is correct about terminating the interview? A) Any spontaneous comments the respondent offers after the formal questions have been asked should be recorded. B) The interviewer should answer the respondent's questions about the project. C) The respondent should be left with a positive feeling about the interview. D) All of the above statements are correct. Answer: D Diff: 1 Page Ref: 404-405 LO : 2

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36) Supervision of field workers includes all of the following except ________. A) quality control and editing B) sampling C) control of cheating D) central office control Answer: B Diff: 2 Page Ref: 407 LO : 3 37) Which aspect of supervising field workers requires checking to see if the field procedures are being properly implemented? A) quality control and editing B) control of cheating C) central office control D) sampling control Answer: A Diff: 2 Page Ref: 407 LO : 3 38) Supervisors involved in quality control and editing should do all of the following except ________. A) supervisors should do some interviewing B) supervisors should provide tabulation of important demographic characteristics C) supervisors should collect questionnaires and other forms and edit them daily D) supervisors should keep a record of hours worked and expenses Answer: B Diff: 2 Page Ref: 407 AACSB: Reflective Thinking LO : 3 39) Which aspect of supervision ensures that the interviewers strictly follow the sampling plan rather than select sampling units based on convenience or accessibility? A) quality control and editing B) control of cheating C) central office control D) sampling control Answer: D Diff: 1 Page Ref: 407 LO : 3

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40) Supervisors should keep daily records of the number of calls made, number of not-at-homes, number of refusals, number of completed interviews for each interviewer, and the total for all interviewers under their control. These daily records are a part of ________. A) quality control and editing B) control of cheating C) central office control D) sampling control Answer: D Diff: 3 Page Ref: 407 LO : 3 41) Which aspect of supervision includes tabulation of quota variables, important demographic characteristics, and answers to key variables? A) quality control and editing B) control of cheating C) central office control D) sampling control Answer: C Diff: 2 Page Ref: 407 LO : 3 42) ________ means verifying that the field workers are submitting authentic interviews. A) Validation of fieldwork B) Sampling control C) Control of cheating D) Evaluation of field workers Answer: A Diff: 2 Page Ref: 407 LO : 3 43) The evaluation of field workers should be based on which of the following criteria? A) cost and time B) response rates C) quality of the data D) all of the above Answer: D Diff: 1 Page Ref: 407-408 LO : 4 44) Field workers should be evaluated on which of the following? A) time spent interviewing B) time spent on administration activities C) time spent traveling D) all of the above Answer: D Diff: 2 Page Ref: 407-408 LO : 4 8 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

45) The quality of interviewing should be evaluated in terms of ________. A) interpersonal skills displayed during the interview B) the ability to record all replies verbatim C) the manner in which the interview is terminated D) A and C are correct. Answer: D Diff: 2 Page Ref: 407-408 LO : 4 46) The quality of interviewing should be evaluated in terms of ________. A) the precision with which the field worker asks questions B) the ability to ask sensitive questions C) the ability to probe in an unbiased manner D) All of the above are correct. Answer: D Diff: 2 Page Ref: 407-408 LO : 4 47) Indicators of quality data include all of the following except ________. A) providing a tally on each terminated interview and the reason for termination B) item nonresponse occurs infrequently C) all instructions, including skip patterns, are followed D) the answers to unstructured questions are meaningful and complete enough to be coded Answer: A Diff: 2 Page Ref: 407-408 AACSB: Reflective Thinking LO : 4 48) Which statement does not apply only to international research? A) Local fieldwork agencies are unavailable in many countries. B) Local field workers can create an appropriate climate for the interview and be sensitive to the concerns of the respondents. C) A global approach to marketing research is desired, which may require using the same methodologies for studies conducted in the United States so that U.S. data can be compared to other countries. D) Interviewer cheating may be more of a problem in many foreign countries than in the United States. Answer: C Diff: 3 Page Ref: 409-410 AACSB: Multicultural and Diversity LO : 5

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49) Respecting the respondent's privacy, feelings, and dignity and ensuring the integrity of the data collection process are aspects of ________. A) ethics in marketing research B) evaluation of field workers C) training of field workers D) supervision of field workers Answer: A Diff: 3 Page Ref: 410-411 AACSB: Ethical Reasoning LO : 6 50) Which SPSS data entry product allows you to simply print the form after it has been designed for a mail survey or personal interviewing? A) SPSS DE Builder B) SPSS Data Entry Station C) SPSS Data Entry Enterprise Server (DEES) D) none of the above Answer: A Diff: 3 Page Ref: 412 AACSB: Use of IT LO : 7 51) Which SPSS data entry product allows you to upload a copy of the questionnaire to a Web server so that data-entry operators or respondents can log on using a password and enter their results without having to install anything on their local machine? A) SPSS DE Builder B) SPSS Data Entry Station C) SPSS Data Entry Enterprise Server (DEES) D) none of the above Answer: C Diff: 2 Page Ref: 412 AACSB: Use of IT LO : 7 52) Which SPSS data entry product allows you to simulate a proper CATI system because you can prepopulate the data with the phone number and basic details of the respondent so the information appears as the operator moves through the list? A) SPSS DE Builder B) SPSS Data Entry Station C) SPSS Data Entry Enterprise Server (DEES) D) none of the above Answer: B Diff: 3 Page Ref: 412 AACSB: Use of IT LO : 7

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53) List the guidelines for asking questions. Answer: ∙ Be thoroughly familiar with the questionnaire. ∙ Ask the questions in the order in which they appear in the questionnaire. ∙ Use the exact wording given in the questionnaire. ∙ Read each question slowly. ∙ Repeat questions that are not understood. ∙ Ask every applicable question. ∙ Follow instructions and skip patterns, probing carefully. Diff: 3 Page Ref: 404 AACSB: Reflective Thinking LO : 2 54) Discuss four of the probing techniques. Answer: ∙ Repeating the question. Repeating the question in the same words can be effective in eliciting a response. ∙ Repeating the respondent's reply. Respondents can be stimulated to provide further comments by repeating verbatim their replies. This can be done as the interviewer records the replies. ∙ Using a pause or silent probe. A silent probe, or an expectant pause or look, can cue the respondent to provide a more complete response. However, the silence should not become embarrassing. ∙ Boosting or reassuring the respondent. If the respondent hesitates, the interviewer should reassure the respondent with comments like, "There are no right or wrong answers. We are just trying to get your opinions." If the respondent needs an explanation of a word or phrase, the interviewer should not offer an interpretation. Rather, the responsibility for the interpretation should be returned to the respondent. This can be done with a comment such as, "Whatever it means to you." ∙ Eliciting clarification. The respondent's motivation to cooperate with the interviewer and provide complete answers can be aroused with a question like, "I don't quite understand what you mean by that could you please tell me a little more?" ∙ Using objective/neutral questions or comments. Some common questions or comments used as probes and the corresponding abbreviations are: Any other reason? (AO?), Anything else? (AE or Else?), What do you mean? (What mean?), and Why do you feel that way? (Why?). The interviewer should record the abbreviations on the questionnaire in parentheses next to the question asked. Diff: 2 Page Ref: 405 AACSB: Reflective Thinking LO : 2

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55) List and discuss the major areas of the fieldwork/data collection process. Answer: All fieldwork involves the selection, training, and supervision of persons who collect data. The validation of fieldwork and the evaluation of field workers are also parts of the process. The first step in the fieldwork process is the selection of field workers. The researcher should: (1) develop job specifications for the project, taking into account the mode of data collection; (2) decide what characteristics the field workers should have; and (3) recruit appropriate individuals. Interviewers' background characteristics, opinions, perceptions, expectations, and attitudes can affect the responses they elicit. The training of field workers is critical to the quality of data collected. Training may be conducted in person at a central location or, if the interviewers are geographically dispersed, by mail, video-conferencing, or by using the Internet. Training ensures that all interviewers administer the questionnaire in the same manner so that the data can be collected uniformly. Supervision of field workers means making sure that they are following the procedures and techniques in which they were trained. Supervision involves quality control and editing, sampling control, control of cheating, and central office control. Validation of fieldwork means verifying that the field workers are submitting authentic interviews. To validate the study, the supervisors call 10 to 25 percent of the respondents to inquire whether the field workers actually conducted the interviews. The supervisors ask about the length and quality of the interview, reaction to the interviewer, and basic demographic data. The demographic information is cross-checked against the information reported by the interviewers on the questionnaires. It is important to evaluate field workers to provide them with feedback on their performance as well as to identify the better field workers and build a better, high-quality field force. The evaluation criteria should be clearly communicated to the field workers during their training. The evaluation of field workers should be based on the criteria of cost and time, response rates, quality of interviewing, and quality of data. Diff: 3 Page Ref: 402-408 AACSB: Reflective Thinking LO : 1

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