Question 1

Practically every research association has some sort of formalized recommendations,best practices,standards,or admonishments to guide researchers in identifying the highest-quality ________ when considering their services.
A)mall intercept companies
B)online panel companies
C)social media companies
D)secret shopper companies

Accepted Answer

The question is asking about formalized recommendations or standards for selecting the highest-quality service providers for research. Among the options given, only B specifically relates to research as an online panel company. Therefore, B is the best choice for selecting the highest-quality online panel companies.

Question 2

The control of unintentional respondent error takes various forms including all of the following EXCEPT:
A)Careful selection of respondents.
B)Well-drafted questionnaire instructions and examples.
C)Reversals of scale endpoints.
D)Use of prompters.

Accepted Answer

Careful selection of respondents is not a method for controlling unintentional respondent error; it is more about ensuring the right target population for the study. Methods like well-drafted questionnaire instructions, reversals of scale endpoints, and the use of prompters are direct measures to minimize or control unintentional errors by making the questionnaire clearer and reducing patterns of response bias.

Question 3

Panel companies claim to provide representative samples of ________,including citizens of foreign countries.
A)those with landlines
B)those inclined to complete surveys
C)diverse populations
D)those without Internet service

Accepted Answer

Panel companies claim to provide representative samples of diverse populations, which would include citizens of foreign countries. Option A (those with landlines) and Option D (those without Internet service) are more specific demographics and not as relevant to the question being asked. Option B (those inclined to complete surveys) may be a factor in survey response rates, but it is not directly related to the representativeness of the sample.

Question 4

When doing ________,it is far more convenient to have findings tables use the labels on the questionnaire,such as"male"or"female,"rather than the code numbers,such as"1"and"2."
A)data coding
B)data analysis
C)data validation
D)data booking

Accepted Answer

Data coding involves assigning codes or labels to data for easier analysis. Using labels that match the questionnaire makes it easier to understand and interpret the findings. Using code numbers instead can lead to confusion and errors when analyzing the data.

Question 5

Many do-it-yourself(DIY)marketing researchers and others are not aware of the shortcomings often found in the quality of data generated via:
A)Online panels.
B)Focus groups.
C)Mall intercepts.
D)Telephone surveys.

Accepted Answer

Online panels often suffer from issues such as non-representative samples, self-selection bias, and low response rates, which can affect the quality of the data collected.

Question 6

Skyrocketing nonresponse rates and the popularity of online surveys have prompted a number of firms to use ________ -a company that accommodates surveyors by recruiting and selling access to very large,diverse groups of consumers and businesses.
A)a data collection company
B)a panel company
C)social media
D)mall intercepts

Accepted Answer

A panel company is a type of firm that recruits and maintains large and diverse groups of consumers and businesses who are willing to participate in surveys and studies. Panel companies sell access to these participants to surveyors and market researchers, making it easier and more efficient for them to collect data on a large scale. This helps to combat the issue of skyrocketing nonresponse rates and the increasingly popular use of online surveys.

Question 7

It is useful for a researcher to offer the"don't know"option with questions that require mental effort in order to reduce:
A)Item breakoffs.
B)Item cheating.
C)Item omissions.
D)Refusals to participate.

Accepted Answer

Offering a "don't know" option can help reduce item omissions by providing respondents with an alternative when they are unsure of an answer, thus encouraging them to complete the question rather than skipping it.

Question 8

A data code book identifies all of the following EXCEPT:
A)The questions on the questionnaire.
B)The variable name or label that is associated with each question or question part.
C)The software analytic methodology.
D)The code numbers associated with each possible response to each question.

Accepted Answer

A data code book typically includes information about the questions on the questionnaire, variable labels, and response codes, but it does not typically specify the software or analytic methodology used to analyze the data.

Question 9

With online surveys,the data file"builds"or"grows"as respondents submit their completed online questionnaires,which means ________ are programmed into the questionnaire file automatically by the online questionnaire software or by the person who designs the online questionnaire.
A)codes
B)answers
C)analytics
D)hidden data

Accepted Answer

Codes, such as unique identifiers, skip patterns, and response options, are programmed into the questionnaire file automatically by the online questionnaire software or by the person who designs the online questionnaire. Answers, analytics, and hidden data are generated from the completed questionnaires and do not impact the initial structure of the data file.

Question 10

________ is the operation in which the identification of code values are associated with the possible responses for each question on the questionnaire.
A)Data analysis
B)Data coding
C)Dataset entry
D)Data code entry

Accepted Answer

Data coding is the process of associating identification codes with the possible responses in a questionnaire. It allows for easier data analysis later on. Data analysis refers to the process of examining, cleaning, transforming, and modeling data in order to derive useful information. Dataset entry and data code entry are not standard terms in the data collection process.

Question 11

Factors such as interviews taking longer than the respondent expected;the topic and specific questions are distasteful,too personal,or boring;the instructions confusing;the survey may be too complex;or a sudden interruption result in:
A)Respondent refusals to participate.
B)Respondent break-offs.
C)Respondent omissions.
D)Respondent cheating.

Accepted Answer

Break-offs occur when a respondent decides to terminate their participation in the survey before completing it. This can be caused by factors such as those mentioned in the question, such as questions being distasteful, too personal, or boring, or confusion with the instructions. Respondent refusals to participate refer to instances where a person declines to participate in the survey from the outset, and respondent omissions refer to instances where a respondent leaves questions blank or fails to provide a response. Respondent cheating refers to instances where a respondent provides false or inaccurate information deliberately.

Question 12

There are different types of potential nonresponse errors in any survey.Which of the following is NOT one of those potential nonresponse errors?
A)Refusal to participate in the survey
B)Break-offs during the interview
C)Item omission
D)Late completion

Accepted Answer

Late completion is not a potential nonresponse error. It refers to respondents completing the survey after the designated deadline, but this does not affect the response rate or introduce a nonresponse bias. A, B, and C are all potential nonresponse errors that can lead to nonresponse bias if not properly addressed.

Question 13

Factors such as people who are busy or have no interest in the survey,who are turned off by the interviewer's voice or approach,or who feel a topic may be overly sensitive result in:
A)Respondent refusals to participate.
B)Respondent break-offs.
C)Respondent omissions.
D)Respondent cheating.

Accepted Answer

Respondent refusals to participate occur when individuals decline to participate in a survey due to various reasons such as lack of interest or sensitivity to the survey topic, busy schedules, or unappealing interviewer approach or voice. This can result in non-response bias, which can affect the quality and accuracy of the survey results.

Question 14

A failure on the part of a prospective respondent to take part in the survey,premature termination of the interview,or refusals to answer specific questions on the questionnaire is:
A)Respondent cheating.
B)Respondent misunderstanding.
C)Respondent nonresponse.
D)Respondent fatigue.

Accepted Answer

Respondent nonresponse refers to when a participant in a survey fails to participate, terminates the interview prematurely, or refuses to answer certain questions. It is a common issue in surveys and can impact the accuracy and representativeness of the data collected.

Question 15

Because secondary questions are not the primary focus of the study,________ may be defined as one in which all the primary questions have been answered.
A)an incomplete interview
B)a partially completed interview
C)a non-valid interview
D)a completed interview

Accepted Answer

A completed interview is one in which all the primary questions, which are the main focus of the study, have been answered. Secondary questions may have been asked but are not necessary for the completeness of the interview.

Question 16

Panel companies claim to provide samples of very specific ________ by inviting only those panel members who qualify on specific criteria to participate in any given survey.
A)non-consumer types
B)businesses
C)interviewers
D)consumer types

Accepted Answer

Panel companies usually collect data from consumers, so the most suitable answer is D: consumer types. Option A (non-consumer types) is too general and does not accurately reflect the target population for most surveys. Option B (businesses) may be relevant for B2B research but is not specific to panel companies. Option C (interviewers) refers to the individuals conducting the survey, not the survey participants.

Question 17

For the vast majority of surveys,respondents' answers are typically contained in an electronic ________,a matrix arrangement of numbers(mainly)in rows and columns similar to a Microsoft Excel spreadsheet.
A)data code
B)data analysis
C)dataset
D)data code book

Accepted Answer

The term "dataset" refers to a collection of data that has been organized or structured in a specific way, such as in rows and columns. This is commonly used to describe the format of survey responses, which are typically stored in electronic form as a dataset that can be analyzed using statistical software or other tools. The other options, including "data code," "data analysis," and "data code book," do not accurately describe the format of survey responses.

Question 18

One of the most important ways to control a wide variety of nonsampling errors on the part of both interviewers and respondents during the data collection stage of the marketing research process is to:
A)Allocate sufficient amounts for survey administration.
B)Stress the importance of good questionnaire design in reducing these errors.
C)Stress the importance of thorough validation.
D)Focus on paying respondents and interviewers appropriately.

Accepted Answer

Good questionnaire design can reduce a variety of errors such as response bias, respondent errors, interviewer bias, and recording errors. By emphasizing the importance of good questionnaire design, both interviewers and respondents can be educated in the proper way to approach and respond to survey questions, ultimately reducing nonsampling errors. Allocating sufficient amounts for survey administration, thorough validation, and appropriate compensation for respondents and interviewers are also important, but do not directly address the issue of nonsampling errors.

Question 19

The advantage of a code book that describes the data file is that any ________ can work on the dataset.
A)interviewer
B)marketer
C)software engineer
D)analyst

Accepted Answer

A code book provides a useful reference for anyone who wants to analyze the data, including analysts, researchers, and data scientists. It outlines the variables, their measures, and their values, which is key information for any analysis. While software engineers may need to write code to work with the data, they would also benefit from having a code book as a reference. Marketers, on the other hand, may not need as detailed information as that provided by a code book. Similarly, interviewers may not need to work with the dataset itself, though they may need to collect data using a survey or questionnaire that ultimately generates the data file described by the code book.

Question 20

According to the CASRO report and the American Association for Public Opinion Research,________ is defined as the ratio of the number of completed interviews to the number of eligible units in the sample.
A)response rate
B)survey ratio
C)interviewer response
D)confidence interval

Accepted Answer

The CASRO report and the American Association for Public Opinion Research define response rate as the ratio of the number of completed interviews to the number of eligible units in the sample.

Quiz 11: Dealing with Fieldwork and Data Quality

Practically every research association has some sort of formalized recommendations,best practices,standards,or admonishments to guide researchers in identifying the highest-quality ________ when considering their services.

The control of unintentional respondent error takes various forms including all of the following EXCEPT:

Panel companies claim to provide representative samples of ________,including citizens of foreign countries.

When doing ________,it is far more convenient to have findings tables use the labels on the questionnaire,such as"male"or"female,"rather than the code numbers,such as"1"and"2."

Many do-it-yourself(DIY) marketing researchers and others are not aware of the shortcomings often found in the quality of data generated via:

Skyrocketing nonresponse rates and the popularity of online surveys have prompted a number of firms to use ________ -a company that accommodates surveyors by recruiting and selling access to very large,diverse groups of consumers and businesses.

It is useful for a researcher to offer the"don't know"option with questions that require mental effort in order to reduce:

A data code book identifies all of the following EXCEPT:

With online surveys,the data file"builds"or"grows"as respondents submit their completed online questionnaires,which means ________ are programmed into the questionnaire file automatically by the online questionnaire software or by the person who designs the online questionnaire.

________ is the operation in which the identification of code values are associated with the possible responses for each question on the questionnaire.

Factors such as interviews taking longer than the respondent expected;the topic and specific questions are distasteful,too personal,or boring;the instructions confusing;the survey may be too complex;or a sudden interruption result in:

There are different types of potential nonresponse errors in any survey.Which of the following is NOT one of those potential nonresponse errors?

Factors such as people who are busy or have no interest in the survey,who are turned off by the interviewer's voice or approach,or who feel a topic may be overly sensitive result in:

A failure on the part of a prospective respondent to take part in the survey,premature termination of the interview,or refusals to answer specific questions on the questionnaire is:

Because secondary questions are not the primary focus of the study,________ may be defined as one in which all the primary questions have been answered.

Panel companies claim to provide samples of very specific ________ by inviting only those panel members who qualify on specific criteria to participate in any given survey.

For the vast majority of surveys,respondents' answers are typically contained in an electronic ________,a matrix arrangement of numbers(mainly) in rows and columns similar to a Microsoft Excel spreadsheet.

One of the most important ways to control a wide variety of nonsampling errors on the part of both interviewers and respondents during the data collection stage of the marketing research process is to:

The advantage of a code book that describes the data file is that any ________ can work on the dataset.

According to the CASRO report and the American Association for Public Opinion Research,________ is defined as the ratio of the number of completed interviews to the number of eligible units in the sample.