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Basic Marketing Research
Quiz 14: Fieldwork: Data Collection
Path 4
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Question 21
True/False
According to the text, interviewer cheating can be minimized through pretesting of the questionnaires.
Question 22
True/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.
Question 23
True/False
Coding of fieldwork means verifying that field workers are submitting authentic interviews.
Question 24
True/False
Sampling control helps respondents focus on the specific content of the interview and provide only relevant information.
Question 25
True/False
The supervisor should ask a complex and sensitive survey question when validating an interview with a respondent.
Question 26
True/False
The general rule for recording answers to unstructured questions is to record the responses verbatim.
Question 27
True/False
Training ensures that all interviewers administer the questionnaire in the same manner so that the data can be collected uniformly.
Question 28
True/False
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.
Question 29
True/False
Validating the interview is recognized as a phase of the interviewing process.
Question 30
True/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.
Question 31
True/False
Supervision of field workers involves coding of questionnaires.
Question 32
True/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.
Question 33
True/False
Field workers are generally paid an hourly rate or on a per-interview basis.
Question 34
True/False
To understand the interviewers' problems, the supervisors should do some interviewing.
Question 35
True/False
To evaluate interviewers on the quality of interviewing, the supervisor must directly observe the interviewing process.
Question 36
True/False
Central office control involves tabulating the responses to important demographic characteristics and key questions.
Question 37
True/False
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.