Deck 11: Dealing With Fieldwork and Data Quality

Question 1

________ is defined as situations in which a respondent gives an answer without comprehending the question and/or the accompanying instructions.

A)Respondent falsehoods
B)Respondent guessing
C)Fatigue-related mistakes
D)Respondent misunderstanding
E)Nonresponse

Answer 1

D

Question 2

An ________ occurs whenever a fieldworker commits an error while believing that he or she is performing correctly.

A)instinctive interviewer error
B)intentional respondent error
C)unintentional interviewer error
D)unintentional respondent error
E)intentional interviewer error

Answer 2

C

Question 3

To speed things up during a survey,Eliza frequently influences her respondents to get the desired responses.Which form of data collection error is evident here?

A)respondent distractions
B)nonresponse
C)leading the respondent
D)interviewer misunderstanding
E)respondent fatigue

Answer 3

C

Question 4

Fieldworker errors and respondent errors are both classified into:

A)intentional and unintentional errors.
B)conscious and unconscious errors.
C)voluntary and involuntary errors.
D)purposeful and purposeless errors.
E)false positive and false negative errors.

Question 5

Which of the following is a type of intentional fieldworker error?

A)guessing
B)fatigue
C)nonresponse
D)cheating
E)misunderstandings

Question 6

________ occurs when a fieldworker believes he or she knows how to administer a survey but instead does it incorrectly.

A)Instinctive interviewer error
B)Intentional respondent error
C)Interviewer misunderstanding
D)Unintentional respondent error
E)Intentional interviewer error

Question 7

Which of the following is NOT a nonsampling error?

A)all types of nonresponse error
B)data gathering and handling error
C)data analysis
D)data interpretation error
E)size of the sample taken

Question 8

Which of the following is true about nonsampling errors?

A)It cannot be measured by a formula like sampling errors.
B)It can be measured as accurately as sampling errors.
C)It can be measured if the sample plan is available.
D)It cannot be measured if the sample size is not available.
E)It can be easily controlled like sampling errors.

Question 9

Which of the following best represents how a nonsampling error can be minimized?

A)The sample size taken should be small in order to determine the nonsampling error more accurately.
B)Various controls can be imposed on the data collection process to minimize the effects of nonsampling error.
C)The sample selected from the sample size should be random.
D)The nonsampling error should be controlled.
E)Data collection should be kept at a minimum to minimize nonsampling error.

Question 10

Fieldworker misunderstanding would be considered an:

A)instinctive interviewer error.
B)unintentional interviewer error.
C)intentional fieldworker error.
D)unintentional respondent error.
E)intentional respondent error.

Question 11

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

A)Transcriptional error
B)Sampling risk
C)Continuity error
D)Nonsampling error
E)Sampling frame

Question 12

________ are defined as errors committed by the individuals who administer questionnaires,typically interviewers.

A)Fieldworker errors
B)Respondent errors
C)Forecast errors
D)Continuity errors
E)False positive errors

Question 13

Which of the following is a general type of nonsampling error?

A)fieldworker error
B)clerical error
C)forecast error
D)continuity error
E)false positive error

Question 14

________ is the phase of the marketing research process during which respondents provide their answers or information to inquiries posed to them by the researcher.

A)Data coding
B)Interviewing
C)Data analysis
D)Sampling
E)Data collection

Question 15

While the interviewer asked for Karen's monthly gross salary,Karen told him her monthly net salary.Which of the following is evident here?

A)respondent distraction
B)respondent guessing
C)fatigue-related mistakes
D)respondent misunderstanding
E)nonresponse

Question 16

Shenron has been interviewing a lot of respondents since 10 A.M.in the morning.It's 5.30 P.M.and he wants to go home as he is tired.With his final respondent,he forgets asking a few questions and also forgets to take notes.Which of the following data collection errors is evident here?

A)respondent misunderstanding
B)interviewer cheating
C)fatigue-related mistakes
D)nonresponse
E)respondent distraction

Question 17

Which of the following is NOT an unintentional respondent error?

A)misunderstanding
B)guessing
C)attention loss
D)nonresponse
E)distractions

Question 18

________ refers to attempting to influence the respondent's answers through wording,voice inflection,or body language.

A)Leading the respondent
B)Respondent misunderstanding
C)Respondent fatigue
D)Nonresponse
E)Interviewer cheating

Question 19

Keith is paid $5 per interview.He questions people on their buying behavior.An unfinished interview does not earn him any compensation,therefore,he fabricates the data collected to earn the compensation sometimes.Which of the following data collection errors is evident here?

A)cheating
B)nonresponse
C)attention loss
D)misunderstandings
E)fatigue

Question 20

________ occur whenever a data collection person willfully violates the data collection requirements set forth by the researcher.

A)Unintentional fieldworker errors
B)Intentional respondent errors
C)Unintentional respondent errors
D)Intentional fieldworker errors
E)Instinctive respondent errors

Question 21

Rachel Luecht was responsible for conducting a survey of her university to determine as to what extent the students were in favor of a number of changes the university administration was considering.Rachel put posters up around the campus asking for students who wanted to earn extra money by interviewing other students on the campus.At the meeting,Rachel offered to pay the students $8 per hour.She also announced that she would supervise the interviews at random intervals and validate them at the end of the day.Rachel's decision to supervise the interviews would:

A)help ensure there are no misunderstandings among the fieldworkers collecting the information.
B)help ensure that there is a minimum of fatigue among the fieldworkers collecting the information.
C)help ensure that her fieldworkers do not cheat.
D)help ensure that the respondents are plenty for fieldworkers to interview.
E)help control respondent misunderstandings.

Question 22

________ are dry runs or dress rehearsals of the questionnaire with the supervisor or some other interviewer playing the respondent's part.

A)Leading the respondents
B)Orientation sessions
C)Validation checks
D)Role-playing sessions
E)Third-person techniques

Question 23

Reversal of scale endpoints may be useful for controlling a respondent's:

A)tendency to guess answers.
B)false answers.
C)nonresponse.
D)attention loss.
E)misunderstandings.

Question 24

________ occurs when the respondent is assured that his or her name will not be associated with his or her answers.

A)Confidentiality
B)Supervision
C)Anonymity
D)Role-playing
E)Validation check

Question 25

Which of the following would most likely minimize interviewer cheating and errors like leading the respondents?

A)hiring honest interviewers
B)third-person techniques
C)supervision and validation
D)orientation sessions
E)financial incentives

Question 26

________ includes 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.

A)Nonresponse
B)Cheating
C)Misunderstanding
D)Attention loss
E)Fatigue

Question 27

________ occurs when the respondent is given assurances that his or her answers will remain private.

A)Confidentiality
B)Supervision
C)Anonymity
D)Role-playing
E)Validation check

Question 28

Which of the following mechanisms is commonly used by professional field data-collection companies in minimizing unintentional fieldworker errors?

A)maintaining confidentiality
B)reward programs
C)monetary incentives
D)selection and training
E)third-person technique

Question 29

Which of the following is most likely why prompters are often used during long questionnaires?

A)to avoid misunderstandings
B)to facilitate proper training
C)to control attention loss or fatigue
D)to make sure there is no interviewer cheating
E)to avoid distractions

Question 30

Which of the following is why potential respondents refuse to take surveys?

A)companies have reduced monetary incentives for interviewers
B)distaste for survey participation,busy schedules,and desire for privacy
C)respondents feel embarrassed to answer questions in the public
D)lack of compensation for the time respondents spare for the interview
E)complexity of the questions posed by the interviewers

Question 31

While taking a survey,Ginny is constantly disturbed by her 10-year-old son,as a result of which she loses track and gives quick responses to all the questions.Which form of unintentional respondent error is evident here?

A)cheating
B)distraction
C)attention loss
D)misunderstanding
E)nonresponse

Question 32

________ are meetings in which the supervisor introduces the survey and questionnaire administration requirements to the fieldworkers.

A)Leading the respondents
B)Reward programs
C)Validation checks
D)Orientation sessions
E)Third-person techniques

Question 33

A(n)________ occurs when a respondent reaches a certain point and then decides not to answer any more questions in the survey.

A)validation check
B)reversal of scale end-points
C)item omission
D)break-off
E)role-playing session

Question 34

Which of the following is a type of nonresponse in a survey?

A)attention loss
B)third-person technique
C)item-omission
D)fatigue
E)role-playing

Question 35

Which of the following is a phrase used to identify the percentage of the sample that did not answer a particular question?

A)validation check
B)reversals of scale end-points
C)item omission
D)break-off
E)role-playing

Question 36

Gareth was woken up from his sleep by a cold call from an interviewer.Since the subject of the survey was of Gareth's interest,Gareth entertained the caller even though he was sleepy.As a result,Gareth answered some questions without really paying attention.Which type of data collection error is evident here?

A)cheating
B)attention loss
C)misunderstanding
D)distraction
E)nonresponse

Question 37

An unintentional respondent error occurs when a respondent's interest in the survey wanes,and this type of unintentional error is known as:

A)cheating.
B)attention loss.
C)fatigue-related error.
D)misunderstanding.
E)nonresponse.

Question 38

Which of the following is most likely why respondents fail to tell the truth in surveys?

A)respondents fail to tell the truth in surveys
B)fieldworkers start cheating to complete the surveys
C)fieldworkers become fatigued
D)respondents suffer attention loss
E)interviewers start misleading respondents

Question 39

The third-person technique is useful in:

A)reducing fatigue by bringing in another interviewer.
B)reducing falsehoods and nonresponse.
C)reducing attention loss and misunderstanding.
D)reducing fieldworker cheating.
E)introducing third-party supervisors to supervise interviewers.

Question 40

Which of the following is NOT an example of how an interviewer might lead a respondent?

A)giving verbal cues over the telephone such as "uh-huh" to responses the interviewer disagrees with
B)interviewer nodding his or head slightly as a "yes" to a question he or she agrees with
C)responding to a respondent by saying "I thought you would say 'yes' as over 90% of my respondents have agreed on this issue."
D)asking the question "Is conserving electricity a concern for you?" instead of,"Isn't conserving electricity a concern for you?"
E)verbal cues such as "okay" over the telephone to responses interviewers agree with

Question 41

Assuring confidentiality is one way to minimize falsehoods on surveys.

Question 42

An unintentional interviewer error occurs whenever a data collection person willfully violates the data collection requirements set forth by the researcher.

Question 43

Fieldworker errors are defined as errors committed by the individuals who administer questionnaires,typically interviewers.

Question 44

There are three general sources of unintentional interviewer errors: interviewer personal characteristics,interviewer misunderstandings,and interviewer fatigue.

Question 45

Leading the respondent refers to attempting to influence the respondent's answers through wording,voice inflection,or body language.

Question 46

Falsehoods and nonresponse are two unintentional respondent errors.

Question 47

Which of the following best describes a completed survey?

A)a survey in which all the primary questions have been answered
B)a survey in which all the demographic questions have been answered
C)a survey in which there have been no break-offs
D)a survey in which there have been no item omissions
E)a survey in which confidentiality and anonymity have been maintained

Question 48

Respondent misunderstanding occurs when a fieldworker believes he or she knows how to administer a survey but instead does it incorrectly.

Question 49

________ is defined as the identification of code values that are associated with the possible responses for each question on the questionnaire.

A)Data identification
B)Data analysis
C)Data collection
D)Data response
E)Data coding

Question 50

Nonresponse includes 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.

Question 51

When a respondent indicates "no opinion" to most of the questions,which of the following categories does he or she fall in?

A)incomplete response
B)a middle-of-the-road pattern
C)nay-saying pattern
D)nonresponse to specific questions
E)a yea-saying pattern

Question 52

When respondents have a tendency to respond favorably or unfavorably regardless of the question,he or she is categorized under:

A)yea or nay-saying pattern.
B)incomplete response.
C)nonresponse to specific questions.
D)attention loss and fatigue.
E)middle-of-the-road pattern.

Question 53

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

Question 54

Respondents can misunderstand,guess,lose attention,suffer distractions,and suffer respondent fatigue,which are all examples of intentional respondent error and they all contribute to sampling error.

Question 55

An unintentional respondent error occurs when a respondent's interest in the survey wanes,known as attention loss.

Question 56

According to the Council of American Survey Research Organizations (CASRO)report,the ratio of the number of completed interviews to the number of eligible units in the sample is known as the:

A)response rate.
B)third-person technique.
C)reversals of scale endpoints.
D)validation check.
E)sampling plan.

Question 57

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

A)Direct Marketing Association (DMA)
B)International Marketing & Research Association (IMRA)
C)Council of American Survey Research Organizations (CASRO)
D)Marketing Research Association
E)International Council for Response Rate Standardization

Question 58

Interviewer cheating occurs when the respondent intentionally misrepresents an interviewer.

Question 59

Nonsampling error is defined as all errors in a survey except those attributable to the data gathering and data interpretation.

Question 60

Nonsampling errors can be measured if sampling error is calculated.

Question 61

In reversals of scale endpoints,instead of putting all of the negative adjectives on one side and all the positive ones on the other side,a researcher will switch the positions of a few items.

Question 62

Confidentiality occurs when the interviewer phrases his or her question in terms of a third person who is similar to the respondent.

Question 63

Third-person technique uses administrators to oversee the work of field data collection workers.

Question 64

Anonymity occurs when the respondent is given assurances that his or her answers will remain private.

Question 65

Response rate is calculated as the number of units in the sample divided by the number of completed interviews.

Question 66

Item omission is the phrase sometimes used to identify the percentage of the sample that did not answer a particular question.

Question 67

A validation check occurs when a respondent reaches a certain point and then decides not to answer any more questions in the survey.

Question 68

Data coding is defined as the identification of code values that are associated with the possible responses for each question on the questionnaire.

Question 69

Nonresponse has been labeled as the marketing research industry's biggest problem.

Question 70

Break-offs and item omissions are categorized under sampling errors.

Question 71

A tactic for reducing falsehoods and nonresponse error is the use of incentives,which are cash payments,gifts,or something of value promised to respondents in return for their participation.

Question 72

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

Question 73

According to CASRO,response rate is defined as the ratio of the number of completed interviews to the number of eligible units in the sample.

Question 74

Role-playing sessions are meetings in which the supervisor introduces the survey and questionnaire administration requirements to the fieldworkers.

Question 75

A completed interview may be defined as one in which there are no item omissions and unintentional respondent errors.

Question 76

Role-playing sessions are dry runs or dress rehearsals of the questionnaire with the supervisor or some other interviewer playing the respondent's role.

Question 77

Validation helps avoid distractions and eliminates attention loss.

Question 78

Refusal to participate in a survey is a major type of nonresponse error.

Question 79

Distractions and respondent fatigue are intentional respondent errors.

Question 80

It is useful for a researcher to offer the "don't know" option with the type of questions that require mental effort to reduce item omissions.