MR#8_Fieldwork

Fieldwork is the sixth step in the marketing research process.

• True

• False

Which of the following activities is not fieldwork?

• a worker mailing questionnaires from an office

• an observer counting customers in a particular section of a store

• a statistician analyzing the results of a survey

• a telephone interviewer calling from a central location

Training of field workers can be conducted by video conferencing or using the Internet.

• True

• False

Which of the following is not one of the general qualifications of fieldworkers?

• healthy

• outgoing

• experienced and middle-aged

• pleasant appearance

Interviewers should record responses after the interview.

• True

• False

Supervision of field workers includes all of the following except ________.

• quality control and editing

• sampling

• control of cheating

• central office control

Supervisors can help interviewers with an inordinate number of refusals by listening to the introductions they use and providing immediate feedback.

• True

• False

Which aspect of supervision ensures that the interviewers strictly follow the sampling plan rather than select sampling units based on convenience or accessibility?

• quality control and editing

• control of cheating

• central office control

• sampling control

Marketing research is being given a negative image because of the misperception that marketing researchers misuse information they collect.

• True

• False

The quality of interviewing should be evaluated in terms of ________.

• the precision with which the field worker asks questions

• the ability to ask sensitive questions

• the ability to probe in an unbiased manner

• All of the above are correct.