Chapter 14
Commonly used probes include all of the following questions EXCEPT:
B) "Which of the following best describes your total annual household income?"
To validate the study, the supervisors call ________ of the respondents to inquire whether the field workers actually conducted the interviews.
B) 10 percent to 25 percent
________ is an interviewer characteristic described as "is positive, quality conscious, and likes being recognized for a job well done."
B) Pride
________ of fieldwork means verifying that field workers are submitting authentic interviews.
B) Validation
Which of the following types of questions should the supervisor NOT ask when validating an interview with a respondent?
B) a complex and sensitive survey question
Which of the following individuals is NOT recognized as a field worker?
B) a project director conducting a pretest on a questionnaire recently designed
To understand the interviewers' problems, the supervisors should ________.
B) do some interviewing
To evaluate interviewers on the quality of interviewing, the supervisor ________.
B) must directly observe the interviewing process
According to the text, interviewer cheating can be minimized through all of the following EXCEPT:
B) pretesting of questionnaires.
The general rule for recording answers to unstructured questions is to ________.
B) record the responses verbatim
"Forms good team relationships with others" describes the interviewer characteristic of ________.
B) teamwork
To the extent possible, interviewers should be selected ________ since this increases the probability of a successful interview.
B) to match respondents' demographics
________ helps respondents focus on the specific content of the interview and provide only relevant information.
C) Probing
"Gets people to like him or her quickly and convinces people to cooperate who might not otherwise respond" describes the interviewer characteristic of ________.
C) ability to woo
Which of the following interviewer characteristics is described as "has a natural affinity for telephone research-enjoys collecting opinions via the telephone"?
C) aptitude
"Stays focused on a task and completes it" describes the interviewer characteristic of ________.
C) discipline
________ involves tabulating the responses to important demographic characteristics and key questions.
A) Central office control
________ is an interviewer characteristic described as "works hard and sees work as more than a job, but an expression of oneself."
A) Work orientation
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
All of the following are mentioned in the text as indicators that should be used to evaluate interviewers on the quality of interviewing EXCEPT:
A) the answers to unstructured questions are summarized.
The first step in the fieldwork process is ________.
A) the selection of field workers
Which of the following is NOT recognized as a phase of the interviewing process?
A) validating the interview
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.
C) sampling control
A researcher should implement all of the following steps when selecting field workers EXCEPT:
D) All of the mentioned steps should be followed when selecting field workers.
________ is an interviewer characteristic described as "takes charge and can turn refusals around by conveying the purpose of the survey and its importance."
D) Command
Which of the following is NOT an indicator that should be used to evaluate an interviewer on the quality of interviewing?
D) For structured questions, item nonresponse occurs frequently.
Supervision of field workers involves all of the following EXCEPT:
D) coding of questionnaires.
Which of the following interviewer characteristics is described as "is honest and behaves ethically at all times"?
D) ethics
According to the text, fieldwork is the ________ in the marketing research process.
D) fourth step
According to the text, the typical interviewer is a ________, with an above-average education and an above-average household income.
D) married woman aged 35 to 54
Which of the following is NOT mentioned in the text as a characteristic of an outstanding interviewer?
D) physically attractive
Which of the following interviewer characteristics is described as "empathizes with a respondent and tailors the presentation accordingly"?
D) third ear
The evaluation of field workers should be based on which of the following criteria?
E) A and B
When evaluating field workers, the interviewer's time should be broken down into all of the following categories EXCEPT:
E) A, B and C
All of the following are mentioned in the text as elements related to the fieldwork process EXCEPT:
E) All of the mentioned elements are related to the fieldwork process.
Researchers and field workers can make respondents feel comfortable by ________.
E) B and C
Conditions of conducting fieldwork in international marketing research include which of the following?
E) Local fieldwork agencies are unavailable in many countries.
When collecting qualitative data from social media, which of the following is(are) decision(s) that have to be made?
E) all of these are decisions that have to be made
The Internet can be a good supplementary tool for training and supervising field workers in each of the following ways EXCEPT:
E) selection of field workers is streamlined.
To control the problems of interviewers not strictly following the sampling plan, supervisors should keep daily records of all of the following EXCEPT:
E) supervisors should keep daily records of all of the selections to control interviewers.
"Forms good team relationships with others" describes the interviewer characteristic of aptitude.
FALSE
"Gets people to like him or her quickly and convinces people to cooperate who might not otherwise respond" describes the interviewer characteristic of ethics.
FALSE
According to the text, fieldwork is the first step in the marketing research process.
FALSE
According to the text, interviewer cheating can be minimized through pretesting of the questionnaires.
FALSE
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.
FALSE
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.
FALSE
Aptitude is the interviewer characteristic described as "is honest and behaves ethically at all times."
FALSE
Coding of fieldwork means verifying that field workers are submitting authentic interviews.
FALSE
Field workers who collect data typically have research backgrounds and extensive training.
FALSE
Fieldwork is the fifth step in the marketing research process.
FALSE
Fieldwork is the step in the research process immediately after developing an approach to the problem.
FALSE
For structured questions, frequent occurrence of nonresponse items is an indicator that should be used to evaluate an interviewer on the quality of interviewing.
FALSE
Interviewers should record responses after the interview.
FALSE
Pride is the interviewer characteristic described as "empathizes with a respondent and tailors the presentation accordingly."
FALSE
Research staff collecting and analyzing data from social media are normally part-time employees of the research firm.
FALSE
Researchers generally agree that the more characteristics the interviewer and the respondent have in common, the smaller the probability of a successful interview.
FALSE
Researchers have one choice for collecting their data: hire a data collection agency.
FALSE
Sampling control helps respondents focus on the specific content of the interview and provide only relevant information.
FALSE
Supervision of field workers involves coding of questionnaires.
FALSE
The supervisor should ask a complex and sensitive survey question when validating an interview with a respondent.
FALSE
Third ear is the interviewer characteristic described as "has a natural affinity for telephone research-enjoys collecting opinions via the telephone."
FALSE
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.
FALSE
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.
FALSE
To validate the study, the supervisors call 30 to 40 percent of the respondents to inquire whether the field workers actually conducted the interviews.
FALSE
Validating the interview is recognized as a phase of the interviewing process.
FALSE
"Stays focused on a task and completes it" describes the interviewer characteristic of discipline.
TRUE
A limited number of operational staff or field-workers, as few as two or three, may be assigned to a social media project.
TRUE
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.
TRUE
A researcher should decide what characteristics the field workers should have when selecting field workers.
TRUE
All fieldwork involves the selection, training, and supervision of persons who collect data.
TRUE
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.
TRUE
An observer counting customers in a particular section of a store is an example of a field worker.
TRUE
Central office control involves tabulating the responses to important demographic characteristics and key questions.
TRUE
Command is an interviewer characteristic described as "takes charge and can turn refusals around by conveying the purpose of the survey and its importance."
TRUE
Field workers are generally paid an hourly rate or on a per-interview basis.
TRUE
Pride is an interviewer characteristic described as "is positive, quality conscious, and likes being recognized for a job well done."
TRUE
The first step in the fieldwork process is the selection of field workers.
TRUE
The general rule for recording answers to unstructured questions is to record the responses verbatim.
TRUE
The selection, training, supervision, validation, and evaluation of field workers is much more streamlined in social media fieldwork than in traditional fieldwork.
TRUE
To evaluate interviewers on the quality of interviewing, the supervisor must directly observe the interviewing process.
TRUE
To understand the interviewers' problems, the supervisors should do some interviewing.
TRUE
Training ensures that all interviewers administer the questionnaire in the same manner so that the data can be collected uniformly.
TRUE
When evaluating field workers, the interviewer's time should be broken down into actual interviewing, travel, and administration.
TRUE
Work orientation is an interviewer characteristic described as "works hard and sees work as more than a job, but an expression of oneself."
TRUE
