Question 1

When a field worker calls a potential respondent and says: "Good evening. My name is Jim Smith and I'm calling from Burke Marketing Research in Cincinnati, Ohio," what aspect of the interviewer training program is being conducted?
A) recording responses
B) making initial contact
C) closing the interview
D) probing

Accepted Answer

The phrase "making initial contact" suggests that the interviewer is calling someone who has not yet been interviewed, which is consistent with the scenario presented.

Question 2

Jay is employed by Kraft Foods and conducts interviews and collects survey data for consumer research projects undertaken by Kraft Foods. Jay is a(n) _____.
A) in-house interviewer
B) primary interviewer
C) field service provider
D) ethnographer

Accepted Answer

Jay works for Kraft Foods and conducts research on behalf of the company, making him an in-house interviewer.

Question 3

When a phone interviewer asks a respondent if they would be willing to fill out a ten- page survey that would be mailed to them the following week, and when receiving a negative response to that request, asks the respondent if she would answer three short questions over the phone at the present time, this is an example of _____.
A) the foot-in-the-door technique
B) probing
C) the door-in-the-face technique
D) verification

Accepted Answer

This is an example of the door-in-the-face technique, where the requester starts with a large request that is likely to be denied, and then follows up with a smaller request that is more likely to be granted. The initial request for the ten-page survey is large and is likely to be denied, but the follow-up request for three short questions over the phone is smaller and more manageable, making it more likely that the respondent will agree to it.

Question 4

When an interviewer conducts a taste test for a new type of pizza and the respondent replies: "Good" to the question: "How does that pizza taste?", and then the interviewer asks: "What do you mean by 'good'?", this is an example of _____.
A) an expectant pause
B) a silent probe
C) a neutral question
D) verification

Accepted Answer

The answer of When an interviewer conducts a taste test...

Question 5

All of the following is an important guideline for field interviewers EXCEPT _____.
A) ask the questions in the exact sequence given on the interview questionnaire
B) ask every question on the interview questionnaire
C) ask all questions exactly as they are worded on the interview questionnaire
D) skip questions respondents don't understand

Accepted Answer

Field interviewers should not skip questions that respondents don't understand; instead, they should clarify or rephrase the question to ensure accurate data collection.

Question 6

The person responsible for data collection in the field is called a(n) _____.
A) fieldworker
B) probe
C) briefer
D) intermediary

Accepted Answer

A fieldworker is the person who is responsible for collecting data in the field. They may use various methods such as surveys, interviews, and observations to gather information. The other choices, probe, briefer, and intermediary, do not specifically refer to the role of data collection in the field.

Question 7

The training session to ensure that each interviewer is provided with common information is called a(n) _____.
A) touchpoint
B) probe
C) briefing session
D) orientation session

Accepted Answer

A briefing session is typically used to provide common information to interviewers about a specific project, study, or assessment. During this session, interviewers can review the research objectives, data collection process, and any specific instructions or guidelines they need to follow when conducting interviews. This helps to ensure consistency among interviewers and helps to reduce interviewer bias. Touchpoint, probe, and orientation sessions may also be useful in training interviewers, but they are not specifically designed to provide common information among all interviewers.

Question 8

Which of the following refers to a fieldworker who is employed by the company conducting the research?
A) primary interviewer
B) personal interviewer
C) in-house interviewer
D) interview specialist

Accepted Answer

An in-house interviewer is a fieldworker who is employed by the company conducting the research. The other options (A, B, and D) do not specifically refer to a fieldworker employed by the company conducting the research.

Question 9

Which compliance technique is a two-step process that begins with an initial request that is so large that nearly everyone refuses but is followed up with a smaller, more reasonable, request?
A) foot-in-the-door technique
B) door-in-the-face technique
C) reverse psychology technique
D) high-low technique

Accepted Answer

This technique is known as the door-in-the-face technique. It involves making a large request that is likely to be refused, followed by a smaller request that is more reasonable and likely to be accepted. The initial request sets up a contrast effect that makes the second request seem more reasonable and easier to comply with. The technique works by leveraging the principle of reciprocity, where people feel more obligated to comply with a request if they feel that the requester has already made a concession for them.

Question 10

When an interviewer is faced with a situation in which a respondent has not answered a question, and the interviewer leans forward in her chair to look at the respondent in such a way to communicate that the interviewer expects the respondent to answer the question, this is an example of _____.
A) repeating the question
B) asking a neutral question
C) a silent probe
D) verification

Accepted Answer

Leaning forward in a chair to communicate expectations is an example of a silent probe, which is a nonverbal technique used by interviewers to encourage respondents to answer a question. Repeating the question or asking a neutral question would be verbal techniques, and verification is a method of confirming or clarifying information already provided by the respondent.

Question 11

Sunrise Research Service is a research supplier that specializes in conducting personal interviews. The only aspect of the research project conducted by Sunrise is the interview, and several full-service research companies subcontract this task out to Sunrise. Sunrise is an example of a(n) _____.
A) ad hoc research company
B) field interviewing service
C) research specialist agency
D) sub-research agency

Accepted Answer

Sunrise Research Service specializes in conducting personal interviews, which makes it a field interviewing service. It only handles one aspect of the research project, so it is not a research specialist agency. "Sub-research agency" is not a common industry term, and "ad hoc research company" typically refers to a company that conducts research on a project-by-project basis for a specific client, rather than subcontracting out their services.

Question 12

Which of the following is an example of a fieldworker?
A) a phone interviewer who makes calls from a central location
B) an observer who notes which aisles in a supermarket shoppers avoid
C) a person who goes door-to-door asking questions of homeowners
D) all of these choices

Accepted Answer

Fieldworkers are individuals who collect data outside of a central location, including phone interviewers, observers, and door-to-door surveyors.

Question 13

All of the following are possible probing tactics EXCEPT _____.
A) repeating the question
B) asking a neutral question
C) ignoring the respondent's reply
D) using a silent probe

Accepted Answer

Ignoring the respondent's reply is not a possible probing tactic. It is considered rude and unprofessional. The other options are all legitimate strategies for probing and gathering more information from the respondent.

Question 14

Nancy is a college student and just got a job at call center that conducts telephone surveys. Her job entails calling respondents, asking them questions, and recording their answers in the computer. Nancy is working as a _____.
A) surveyor
B) briefer
C) data collector
D) fieldworker

Accepted Answer

The answer of Nancy is a college student and just...

Question 15

When the interviewer asks the question again after the respondent has failed to answer the question, this is an example of _____.
A) repeating the question
B) a silent probe
C) an expectant pause
D) asking a neutral question

Accepted Answer

Repeating the question is a common technique used by interviewers to ensure that the respondent understands the question and has had sufficient time to process it. By repeating the question, the interviewer also signals to the respondent that an answer is expected and may help to re-focus their attention. Choice B, a silent probe, involves waiting silently for the respondent to provide more information and is not applicable in this scenario. Choice C, an expectant pause, involves pausing and waiting for the respondent to provide a response and is also not applicable in this scenario. Choice D, asking a neutral question, is not relevant to the situation where the interviewer is trying to clarify or obtain a response to a specific question.

Question 16

Which of the following is a suggestion for recording the answer to open-ended interview questions?
A) record responses verbatim
B) include all probes
C) do not paraphrase respondent's answers to questions
D) all of these choices

Accepted Answer

It is best to record responses verbatim to accurately capture the respondent's wording and phrasing. Including all probes can provide context and a more comprehensive understanding of the answer. Paraphrasing can introduce bias or skew the intended meaning, so it is best to avoid doing so. Therefore, all of these choices should be considered for recording the answer to open-ended interview questions.

Question 17

When an interviewer conducts a taste test for a new soft drink and asks the respondent how the product tastes, and the respondent replies: "Pretty good," and then the interviewer asks: "Why do you feel that way?", this is an example of _____.
A) a neutral question
B) an expectant pause
C) a silent probe
D) repeating the question

Accepted Answer

The answer of When an interviewer conducts a taste test...

Question 18

When a field interviewer attempts to obtain a respondent's agreement to participate in a 90-minute depth interview after the respondent has already answered two short questions from the interviewer, this is an example of _____.
A) the door-in-the-face technique
B) probing
C) the foot-in-the-door technique
D) verification

Accepted Answer

The request for a 90-minute interview after the respondent has already answered two short questions is an example of the foot-in-the-door technique. This technique involves making a small request which is likely to be agreed to, followed by a larger request. In this case, the initial small request was the two short questions, and the larger request was the 90-minute depth interview. This technique is often used in marketing and research to increase compliance with the larger request.

Question 19

Which compliance technique is characterized by a large or difficult task being induced by first obtaining the respondent's compliance with a smaller request?
A) foot-in-the-door technique
B) door-in-the-face technique
C) in-your-face technique
D) buildup technique

Accepted Answer

The foot-in-the-door technique is characterized by inducing compliance with a small request first, to increase the likelihood of the person complying with a larger request later. This works by getting the person to see themselves as helpful or committed to the requester, and feeling more obliged to comply with future requests.

Question 20

A research supplier that specializes in gathering data is called a _____.
A) syndicated research service
B) field interviewing service
C) compliance company
D) briefing service

Accepted Answer

The answer of A research supplier that specializes in gathering...

Quiz 18: Fieldwork

When a field worker calls a potential respondent and says: "Good evening. My name is Jim Smith and I'm calling from Burke Marketing Research in Cincinnati, Ohio," what aspect of the interviewer training program is being conducted?

Jay is employed by Kraft Foods and conducts interviews and collects survey data for consumer research projects undertaken by Kraft Foods. Jay is a(n) _____.

When an interviewer conducts a taste test for a new type of pizza and the respondent replies: "Good" to the question: "How does that pizza taste?", and then the interviewer asks: "What do you mean by 'good'?", this is an example of _____.

All of the following is an important guideline for field interviewers EXCEPT _____.

The person responsible for data collection in the field is called a(n) _____.

The training session to ensure that each interviewer is provided with common information is called a(n) _____.

Which of the following refers to a fieldworker who is employed by the company conducting the research?

Which compliance technique is a two-step process that begins with an initial request that is so large that nearly everyone refuses but is followed up with a smaller, more reasonable, request?

When an interviewer is faced with a situation in which a respondent has not answered a question, and the interviewer leans forward in her chair to look at the respondent in such a way to communicate that the interviewer expects the respondent to answer the question, this is an example of _____.

Sunrise Research Service is a research supplier that specializes in conducting personal interviews. The only aspect of the research project conducted by Sunrise is the interview, and several full-service research companies subcontract this task out to Sunrise. Sunrise is an example of a(n) _____.

Which of the following is an example of a fieldworker?

All of the following are possible probing tactics EXCEPT _____.

Nancy is a college student and just got a job at call center that conducts telephone surveys. Her job entails calling respondents, asking them questions, and recording their answers in the computer. Nancy is working as a _____.

When the interviewer asks the question again after the respondent has failed to answer the question, this is an example of _____.

Which of the following is a suggestion for recording the answer to open-ended interview questions?

When an interviewer conducts a taste test for a new soft drink and asks the respondent how the product tastes, and the respondent replies: "Pretty good," and then the interviewer asks: "Why do you feel that way?", this is an example of _____.

When a field interviewer attempts to obtain a respondent's agreement to participate in a 90-minute depth interview after the respondent has already answered two short questions from the interviewer, this is an example of _____.

Which compliance technique is characterized by a large or difficult task being induced by first obtaining the respondent's compliance with a smaller request?

A research supplier that specializes in gathering data is called a _____.