Question 1

Very subtle "cues" from the interviewer may lead the respondent to answer the questions correctly. These "cues" should be properly taught to the interviewers during training so that the results may be guaranteed (within limits).

Accepted Answer

Subtle cues from the interviewer can lead to biased responses, not necessarily correct ones. Interviewers should be trained to minimize such cues to ensure unbiased and accurate data collection.

Question 2

If, after conducting a survey, it is determined that nonresponse is a problem, one alternative that may be considered is weighting. Essentially, weighting averages means:

Accepted Answer

Weighting averages involves applying weights to accurately reflect the proportions of subgroups that represent the population, allowing for an overall score that adjusts for nonresponse of that subgroup. This is the most accurate method of dealing with nonresponse bias.

Question 3

If an interviewer has an accent, it may bias the respondent.

Accepted Answer

If the respondent perceives the interviewer's accent as unfamiliar or difficult to understand, it may affect their ability to comprehend and respond to the questions accurately. This could lead to bias in the responses given.

Question 4

After the surveys have been completed:

Accepted Answer

After surveys are completed, a preliminary screening of the questionnaires is necessary to check for completeness and consistency before proceeding to data entry or other steps.

Question 5

Respondents can misunderstand, guess, lose attention, suffer distractions, and suffer respondent fatigue. These are all examples of unintentional respondent error and they all contribute to nonsampling error.

Accepted Answer

Unintentional respondent errors such as misunderstanding, guessing, losing attention, suffering distractions, and respondent fatigue all contribute to nonsampling error.

Question 6

The nonresponse rate is calculated by:

Accepted Answer

The nonresponse rate is calculated by dividing the number of nonrespondents (eligible units that did not complete the interview) by the total number of eligible units in the sample. None of the given options correctly describe this calculation.

Question 7

When respondents have a tendency to respond favorably or unfavorably regardless of the question, it is known as:

Accepted Answer

Yea- or nay-saying is a response bias where respondents have a tendency to answer "yes" or "no" to questions, regardless of the actual content of the question. This can lead to inaccurate responses and should be accounted for in survey design and analysis.

Question 8

One of the primary causes for interviewer cheating stems from the compensation method: payment per completed interview.

Accepted Answer

When interviewers are paid per completed interview, they may be motivated to increase their earnings by fabricating responses or rushing through interviews without fully engaging with respondents. This can lead to interviewer cheating.

Question 9

Unreliable respondents, identified in questionnaire screening, should:

Accepted Answer

Unreliable respondents should be eliminated from the sample to ensure the integrity and accuracy of the survey results.

Question 10

Nonsampling errors stem primarily from either fieldworker errors or respondent errors.

Accepted Answer

Nonsampling errors can occur due to errors made by fieldworkers in collecting or recording data, or errors made by respondents in providing accurate or truthful information.

Question 11

Respondent cooperation refers to the general willingness of people to participate in research.

Accepted Answer

Respondent cooperation is a key factor in the success of any research project, as it is dependent on people's willingness to participate in research. Therefore, the statement is true.

Question 12

Nonsampling error is defined as all errors in a survey except those attributable to the sample plan and the sample size.

Accepted Answer

Nonsampling error includes errors in data collection, data processing, nonresponse error, response bias, interviewer bias, and other factors that might lead to inaccuracies in the survey results, but are not related to the sample plan or the sample size.

Question 13

Supervision and validation are ways the marketing research industry controls for interviewers leading respondents.

Accepted Answer

Supervision and validation are indeed methods used in the marketing research industry to ensure that interviewers do not bias or lead respondents. Supervision involves monitoring the interviewer's behavior during the interview, while validation involves a follow-up check with the respondent to confirm the accuracy and validity of their answers.

Question 14

We can predetermine (and control)the level of sampling error, and we can predetermine the amount of nonsampling error we will have.

Accepted Answer

While we can try to minimize both sampling and nonsampling error through proper study design and data collection methods, we cannot completely control or predetermine the amount of nonsampling error that may occur. Nonsampling error refers to errors that are not related to the random sampling process, such as errors in measurement, data entry or processing, or bias in participant selection or response. These types of errors can be more difficult to identify and control for compared to sampling error.

Question 15

When a respondent indicates "no opinion" to most questions, this problem type is known as which of the following?

Accepted Answer

A middle-of-the-road pattern occurs when respondents choose the neutral option or indicate "no opinion" to most questions. This can result in uninformative data and a lack of differentiation among respondents.

Question 16

CATI stands for computer-assisted self-interviews where the respondent takes part in an online survey without any interviewer present.

Accepted Answer

CATI stands for computer-assisted telephone interviews where the respondent is interviewed by an interviewer present over the phone. Computer-assisted self-interviews would be abbreviated as CASI.

Question 17

Which of the following organizations has provided the industry with a standard for calculating response rates?

Accepted Answer

The Council of American Survey Research Organizations (CASRO) has provided the industry with a standard for calculating response rates.

Question 18

Supervision and validation are ways the marketing research industry controls for interviewer cheating.

Accepted Answer

Supervision and validation are methods used by the marketing research industry to prevent or detect interviewer cheating, ensuring the accuracy and reliability of the data collected. Supervision involves monitoring and guiding the interview process, while validation focuses on verifying the responses obtained by comparing them with secondary data sources or other indicators. Together, these techniques help maintain the integrity of the research and protect against bias or error.

Question 19

Assuring confidentiality is one way to minimize falsehoods on surveys.

Accepted Answer

When respondents are assured that their responses will be kept confidential, they are more likely to answer truthfully, which in turn reduces the likelihood of falsehoods on surveys.

Question 20

Falsehoods and nonresponse are two unintentional respondent errors.

Accepted Answer

The answer of Falsehoods and nonresponse are two unintentional respondent...

Quiz 14: Data Collection in the Field, Nonresponse Error, and Questionnaire Screening