Marketing Research 8th Edition by Burns – Test Bank

Chapter 11 Dealing with Fieldwork and Data Quality

1) All errors in a survey except those attributable to the sample plan and sample size are termed:
A) Nonsampling error.
B) Sample risk.
C) Continuity error.
D) Transcript error.
Answer: A
LO: 11:1: What constitutes sampling error
Diff: Easy
Classification: Application
AACSB: Application of knowledge

2) Of the following, which is NOT an example of nonsampling error?
A) All types of nonresponse error
B) Size of the sample taken
C) Data gathering and handling error
D) Data interpretation error
Answer: B
LO: 11:1: What constitutes sampling error
Diff: Easy
Classification: Application
AACSB: Application of knowledge

3) Generally, there is great potential for large nonsampling error to occur during the:
A) Sampling data stage.
B) Planning stage.
C) data collection stage.
D) Data analysis stage.
Answer: C
LO: 11:1: What constitutes sampling error
Diff: Easy
Classification: Application
AACSB: Application of knowledge

4) Because nonsampling error cannot be measured by a formula as can sampling error, we describe the various controls that can be imposed on the ________ to minimize the effects of nonsampling error.
A) survey design process
B) survey analysis process
C) data collection process
D) planning stage
Answer: C
LO: 11:1: What constitutes sampling error
Diff: Easy
Classification: Application
AACSB: Application of knowledge
5) A wide variety of nonsampling errors can occur during data collection. The first type of general error is:
A) Research coordinator error.
B) Research planner error.
C) Data coordinator error.
D) Fieldworker error.
Answer: D
LO: 11:2: About errors that occur during field data collection
Diff: Easy
Classification: Application
AACSB: Application of knowledge

6) Both fieldworkers and respondents make errors. These fall into two categories:
A) Intentional and unintentional errors.
B) Conscious and unconscious errors.
C) Voluntary and involuntary errors.
D) Purposeful and non-purposeful errors.
Answer: A
LO: 11:2: About errors that occur during field data collection
Diff: Easy
Classification: Application
AACSB: Application of knowledge

7) When trying to meet survey deadlines, Andrew verbally coaches respondents to obtain the desired responses. What type of interviewer error is this?
A) Distracting the respondent
B) Pressuring the respondent
C) Leading the respondent
D) Misleading the respondent
Answer: C
LO: 11:2: About errors that occur during field data collection
Diff: Moderate
Classification: Application
AACSB: Application of knowledge

8) There are three general sources of unintentional interviewer errors. Which of the following is NOT a source of unintentional interviewer error?
A) Interviewer personal characteristics
B) Interviewer misunderstandings
C) Interviewer fatigue
D) Offering answers
Answer: D
LO: 11:2: About errors that occur during field data collection
Diff: Easy
Classification: Application
AACSB: Application of knowledge
9) There are several types of unintentional fieldworker errors. Which of the following would NOT be considered one of those types of unintentional fieldworker errors?
A) Interviewer plagiarism
B) Unintentional interviewer errors
C) Interviewer misunderstanding
D) Interviewer fatigue
Answer: A
LO: 11:2: About errors that occur during field data collection
Diff: Easy
Classification: Application
AACSB: Application of knowledge

10) When a data collection person willfully violates the data collection requirements set forth by the researcher, it is known as:
A) Unintentional fieldworker error.
B) Intentional fieldworker error.
C) Intentional respondent error.
D) Unintentional respondent error.
Answer: B
LO: 11:2: About errors that occur during field data collection
Diff: Easy
Classification: Application
AACSB: Application of knowledge