Podcast
Questions and Answers
Which of the following elements is NOT related to the fieldwork process?
Which of the following elements is NOT related to the fieldwork process?
- The ethical review of research practices (correct)
- The evaluation of field workers
- The validation of fieldwork
- The selection of field workers
Which individual is NOT recognized as a field worker?
Which individual is NOT recognized as a field worker?
- An interviewer intercepting shoppers in a mall
- A worker mailing questionnaires from an office
- A project manager analyzing performance data (correct)
- A telephone interviewer calling from a central location
The data preparation process begins with which of the following steps?
The data preparation process begins with which of the following steps?
- Evaluating the interviewers
- Transcribing data
- Validating the questionnaires (correct)
- Conducting a detailed interview analysis
When selecting field workers, which step is NOT recommended?
When selecting field workers, which step is NOT recommended?
Which of the following is NOT considered a phase of the interviewing process?
Which of the following is NOT considered a phase of the interviewing process?
Which of the following steps should be implemented during the preparation of data?
Which of the following steps should be implemented during the preparation of data?
Which option is NOT a treatment for unsatisfactory responses?
Which option is NOT a treatment for unsatisfactory responses?
What is an incorrect assumption when hiring field workers?
What is an incorrect assumption when hiring field workers?
What are initial questions in questionnaires that screen potential respondents called?
What are initial questions in questionnaires that screen potential respondents called?
Which term describes the aggregate of all elements sharing common characteristics for marketing research?
Which term describes the aggregate of all elements sharing common characteristics for marketing research?
The target population should be defined excluding which of the following?
The target population should be defined excluding which of the following?
Which technique encourages respondents to elaborate on their answers in surveys?
Which technique encourages respondents to elaborate on their answers in surveys?
In which situation is assigning missing values to unsatisfactory responses generally not desirable?
In which situation is assigning missing values to unsatisfactory responses generally not desirable?
The first step in the fieldwork process is typically which of the following?
The first step in the fieldwork process is typically which of the following?
Which of the following is NOT a component of the fieldwork process?
Which of the following is NOT a component of the fieldwork process?
Which element is NOT related to the fieldwork process?
Which element is NOT related to the fieldwork process?
What aspect of supervision aims to ensure adherence to the sampling plan?
What aspect of supervision aims to ensure adherence to the sampling plan?
Which of the following is not considered a phase of the interviewing process?
Which of the following is not considered a phase of the interviewing process?
In the context of fieldwork, what does verification process entail?
In the context of fieldwork, what does verification process entail?
What is the purpose of pretesting questionnaires?
What is the purpose of pretesting questionnaires?
Which step is considered the final stage of the data preparation process?
Which step is considered the final stage of the data preparation process?
What action is NOT a valid method for treating unsatisfactory responses?
What action is NOT a valid method for treating unsatisfactory responses?
Which of the following is NOT an approach to handle missing responses?
Which of the following is NOT an approach to handle missing responses?
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Study Notes
Fieldwork Process Elements
- Selection of field workers is a crucial step.
- Validation of fieldwork ensures data authenticity.
- Evaluation of field workers assesses performance and effectiveness.
- Training and supervision are essential for quality fieldwork.
- All mentioned elements are integral to the fieldwork process.
Field Worker Identification
- Interviewers, observers, and telephone interviewers are recognized as field workers.
- Project directors conducting pretests are not considered field workers.
- Mailing questionnaires is typically an office-based task, not fieldwork.
Data Preparation Process
- Begins with checking questionnaires for completeness.
- Validation of the data ensures accuracy and reliability.
Selecting Field Workers Steps
- Developing job specifications for fieldwork projects is vital.
- Identifying characteristics needed in field workers is important for recruitment.
- Following all steps is critical in the selection process.
Interviewing Process Phases
- Key phases include making contact, asking questions, and recording answers.
- Validation of the interview is not recognized as a phase.
Respondent Screening in Questionnaires
- Filter questions screen potential respondents based on set criteria.
- Double-barreled questions should be avoided to ensure clarity.
Research Population Concepts
- The universe for a marketing research issue is referred to as the population.
- Target population should be defined by elements, sampling units, time frames, but not cost.
Post-Presentation Actions
- Researchers should help clients understand and implement findings.
- Evaluating the entire marketing research project can provide insights for improvement.
Probing Technique
- Probing is used in surveys to encourage respondents to elaborate on answers.
Handling Unsatisfactory Responses
- Situations warranting assignment of missing values include small numbers of responses and non-key variables being unsatisfactory.
- Alternatives for handling unsatisfactory responses do not include deleting questions or discarding respondents.
Data Preparation Stages
- Last stages include data cleaning, which ensures reliability before analysis.
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