Interview Techniques and Data Collection

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Questions and Answers

What is a key disadvantage of personal interviews?

They can be time-consuming. (correct)

They are typically less expensive.

They are conducted anonymously.

They allow for more biased responses.

In the context of data collection, what differentiates confidential interviews from anonymous ones?

Confidential interviews do not allow for identification.

Confidential interviews share personal information with others. (correct)

Anonymous interviews can identify respondents.

Anonymous interviews provide detailed personal data.

Which interviewing technique is best suited for gathering data from shoppers at a specific location?

Self-administered questionnaire

Door-to-door interview

In-home interview

Interception technique (correct)

What is a significant influence on the process of data collection during personal interviews?

The location and timing of the interview Signup and view all the answers

Which of the following steps is NOT part of the interviewer training process?

Conducting interviews without oversight Signup and view all the answers

What can lead to incorrect answers from interviewees during an interview?

Respondents misunderstanding the question Signup and view all the answers

Which of the following is NOT a way to improve the reliability of fieldwork?

Reducing the overall sample size Signup and view all the answers

What is a key factor in the selection of interview questions?

The order and formulation of questions Signup and view all the answers

What issue can arise if the wrong type of interview is chosen?

Difficulty in assessing visual data Signup and view all the answers

What is a potential error made by interviewers during the interview process?

Improperly formatted questions Signup and view all the answers

Which type of control ensures that the correct selection of respondents is maintained during data collection?

Sampling control Signup and view all the answers

Which of the following is not considered a part of the evaluation process in survey research?

Quality control during the questionnaire application Signup and view all the answers

What method is suggested to achieve complete anonymity in employee satisfaction surveys?

Utilizing a paper interview with envelopes Signup and view all the answers

During the re-inquiry process to check quality, how should the sample size be determined?

It should be based on a percentage of the original sample size Signup and view all the answers

Which supervision method may lead to discomfort over time during interviews?

CATI telephone interview supervision Signup and view all the answers

What is an important factor to consider when conducting a questionnaire for top managers?

Utilizing internet or email for speed Signup and view all the answers

What is typically monitored to ensure adherence to predetermined demographic proportions in surveys?

Quota fulfillment Signup and view all the answers

What does quality control after the interview include?

Re-inquiry of respondents Signup and view all the answers

What is a suitable way to ensure that respondents can accurately recall information when answering questions?

Provide a list of options for reference Signup and view all the answers

Why should sensitive questions be placed at the end of a survey?

To avoid overwhelming the respondent initially Signup and view all the answers

What is a potential disadvantage of using open-ended questions?

They can lead to increased interviewer bias Signup and view all the answers

Which factor is important when structuring multiple choice questions?

Limiting the number of alternatives to between 5 and 7 Signup and view all the answers

What is one of the main advantages of using structured questions?

They allow for easier data analysis Signup and view all the answers

Why should filter questions be used in surveys?

To ensure respondents are part of the target audience Signup and view all the answers

What is an essential feature of response alternatives in multiple choice questions?

They need to be exclusive and distinct Signup and view all the answers

What is one way to reduce the cognitive load on respondents during a survey?

Provide a clear structure and limit options Signup and view all the answers

What is overcoverage in the context of sampling?

Inclusion of individuals in the sampling frame who are not part of the target population Signup and view all the answers

What does undercoverage mean in sampling?

Some elements of the target population are not listed in the sampling frame Signup and view all the answers

Which of the following describes duplication in sampling?

Having one or more individuals listed more than once in the sampling frame Signup and view all the answers

How can qualification questions help in sampling?

They aid in excluding individuals that do not belong to the target population Signup and view all the answers

In the example of the supermarket using the telephone list for sampling, what kind of error could arise?

Undercoverage due to individuals without a phone being excluded Signup and view all the answers

What type of coverage errors occurs when a company only reviews customer loyalty cardholders?

Undercoverage Signup and view all the answers

Which of the following is an example of a measurement error?

Variations in answers due to misunderstanding the questions Signup and view all the answers

What is a potential consequence of defining the target population incorrectly?

Both B and C Signup and view all the answers

What is the primary focus when assessing non-response rates in data collection?

Quality of the answers and representation of the population Signup and view all the answers

Which method is NOT a form of imputation for handling missing data?

Population adjustment Signup and view all the answers

What is a potential consequence of processing errors in data collection?

Misrepresentation of data Signup and view all the answers

What does total error in research refer to?

The combination of all possible errors affecting validity Signup and view all the answers

Which factor does NOT influence the non-response rate?

Number of questions asked Signup and view all the answers

What trade-off may occur when increasing the sample size in research?

Reduction in non-sampling errors but increase in sampling errors Signup and view all the answers

Which is a recommended method for preventing processing errors?

Utilizing methods like CATI, CAPI, or CAWI Signup and view all the answers

What could result from having a 20% non-response rate?

Possibility of well-represented data still Signup and view all the answers

Study Notes

Market Research

Market research connects customers and marketers through information
Goals: Improve customer satisfaction through product development and marketing strategies better than competitors
Role in decision making:
- Define marketing issues
- Identify relevant data
- Collect data
- Process information for better management
- Find solutions to marketing problems
When to conduct Market Research:
- Insufficient existing information
- Research results are usable
- Time available for data analysis
Caution: Market research can be manipulated
Example: Satisfaction evaluation with mobile operator (using balanced versus unbalanced scales)

Market Research Process

Problem Definition (Planning):
- Set research objectives
- Define the marketing problem clearly (avoiding misinterpretations)
- Define researcher's problem and decisions alternatives
Research Design (Design):
- Identify needed information
- Decide research type (exploratory or conclusive)
- Define target population
- Define sample frame and selection process
- Design and test data collection methods
- Determine sample size
Data Collection (Performance):
- Conduct qualitative/quantitative research
- Test the subject/questionnaire
- Train/select field staff
- Collect data (fieldwork)
- Quality data control
Data Analysis (Performance):
- Analyze respondent thoughts on the marketing issue
- Check data accuracy and consistency
- Summarize data into tables
Report and Recommendations (Performance):
- Management receives summary of results and conclusions
- Report is the major project evaluation tool

Data Collection: Questionnaire and Scales

Questionnaires: structured instruments for collecting data from respondents
Types of scales:
- Closed (e.g., satisfaction)—easy to analyze
- Semi-open (e.g., reason for choice)—fixed options but allows additional details
- Open (e.g., suggestions)—used for open-ended responses (not most common)
Questionnaire design considerations:
- Clear, precise wording
- Order of questions (consider potential bias)
- Question types (e.g., multiple choice, rating scales)
- Qualitative (open) versus quantitative (closed) questions
Question wording:
- Correctly define the issue (singular/plural, who, what, when, where)
- Accessible language (avoid ambiguity)
- Avoid biased or leading questions
Question order:
- Qualifying questions (e.g., targeting criteria)
- Basic information
- Classification questions (socio-economic/demographic)
- Sensitive questions (place at the end of the questionnaire)
Questionnaire design is subjective, but there are rules for good structure
Types of scales (Nominal, Ordinal, Interval, Ratio)

Types of Empirical Sampling

Convenience Sampling: accessible individuals
Judgmental Sampling: researcher's opinion of suitability
Quota Sampling: sample proportionally represents subgroups within the population
Iterative sampling: choosing households in a specific route (e.g., specific building or route)
Snowball Sampling: respondent recommends others in the population
Place of consumption sampling: (e.g., in a shopping center, restaurant)

Probabilistic/Random Sampling

Simple Random Sampling: each individual has an equal chance of selection
Stratified Random Sampling: population divided into groups and individuals randomly sampled from each group
Cluster Sampling: population divided into clusters and a few clusters selected at random
Two-stage sampling: similar to cluster sampling, but further random sampling of individuals within the selected clusters

Non-sampling Errors

Errors in measurement and data processing.
- Example: Inaccurate transcription or coding errors
Coverage Errors: not all individuals or subgroups of the population are represented in the frame or sample
Nonresponse errors: individuals selected don't participate in the survey
- Method for treatment: additional attempts for contact, incentives and careful questioning design

Presentation of Results

Report must be easy to follow, written with precision, and accurate. It must be comprehensive for the reader. Should contain detailed results, conclusions, recommendations, detailed appendices, technical terminology must be avoided

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Description

Test your knowledge on various interviewing techniques and their importance in data collection. This quiz covers personal, confidential, and anonymous interviews, alongside factors affecting data accuracy. Explore key concepts essential for effective fieldwork and interviewing processes.