Chapter 11

Question 1

What is data collection?

Answer 1

Phase of the marketing research process where respondents provide their answers or information to inquiries posed by the researcher

Question 2

What are two possible errors in field data collection?

Answer 2

Fieldworker error: errors committed by the persons who administer the questionnaires
Ex. Cheating, leading respondents

Respondent error: errors committed on the part of the respondent
Ex. Lying, nonresponse, guessing

• Errors may be either intentional or unintentional

Question 3

What are intentional and unintentional ways to control for fieldworker error?

Answer 3

Intentional controls:
- Supervision uses administrators to oversee the work of field data collection workers
– Validation verifies that the interviewer did the work

Unintentional controls:
- Orientation sessions are meetings where supervisor introduces the survey and questionnaire administration
– Role-playing sessions: dress rehearsals of the questionnaire where someone is playing the respondent’s role

Question 4

What are intentional and unintentional ways of controlling respondent error?

Answer 4

Intentional:
- Anonymity
– Confidentiality
- Incentives: cash payments, gifts, in return for participation
- Validation checks: info provided by respondent is confirmed during interview
- Third-person technique: question asked in terms of third person similar to respondent

Unintentional:
- Well-drafted questionnaire instructions and examples
- Reversals of scale endpoints
- Prompters to keep respondents on task

Question 5

What is a break-off during interview?

Answer 5

A break-off occurs when a respondent reaches a certain point and then decides not to answer any more questions in the survey

Question 6

What is CASRO Response Rate

Answer 6

CASRO response rate = (number of completed interviews) / (number of eligible units in sample)

Question 7

What is a data set, data coding, and data code book?

Answer 7

A dataset is an arrangement of numbers in rows and column

Data coding is the identification of code values associated with the possible responses for each question on the questionnaire.

Data Code Book identifies
- Questions on questionnaire
- Variable name or label associated with each question or question part
- Code numbers associated with each response to a question

Question 8

What do you look for when finding data quality issues?

Answer 8

• Incomplete response: a
  break-off where respondent stops answering in the middle of questionnaire
• Nonresponses to specific questions (item omissions)
• Yea-saying or nay-saying:
  ▪ Yea-saying pattern evident in the form of all “yes” or “strongly agree” answers.
  ▪ Nay-saying is persistent responses in the
  negative, or all “1” codes.
• Middle-of-the-road patterns: Dominance of “no opinion” responses or “3” codes