Test bank herman aguinis – performance management ch18
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Chapter 18—Fieldwork
TRUE/FALSE
1. In field research, the data collection process is typically conducted by the same person who designed
the research study.
ANS: F
The actual data collection process is rarely carried out by the person who designs the research.
PTS: 1
REF: p. 444
NAT: AACSB: Reflective Thinking
2. A field research project is no better than the quality of data collected in the field.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 444
3. In field research studies, the people who collect the data are typically better-educated than the people
who design the research studies.
ANS: F
The people who gather the data usually have little research training or experience.
PTS: 1
REF: p. 444
NAT: AACSB: Reflective Thinking
4. Field interviewing services are research suppliers that specialize in gathering data.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 444
5. Normally, interviewers should be healthy, outgoing, and well groomed and tailored.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 444
6. An important aspect of the field interviewer's job is to establish rapport with respondents.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 444
7. The goal of field interviewer training sessions is to ensure that each respondent is provided with
common information.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 445
8. It is an ethical issue for the interviewer to tell the potential respondent the correct expected length of
the interview session.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 446
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
9. The foot-in-the-door technique begins with a large initial request that nearly everyone will react
negatively followed by a second request for a smaller favor.
ANS: F
This is the door-in-the-face technique.
PTS: 1
REF: p. 447
NAT: AACSB: Reflective Thinking
10. One major rule for asking questions is to ask questions exactly as they are worded in the questionnaire.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 447
11. Rewarding interviewers based on how many completed questionnaires he or she produces is the most
effective way of obtaining questionnaires completed correctly.
ANS: F
One reason interviewers may stray from the instructions is that field supervisors reward an interviewer
based on how many completed questionnaires he or she produces.
PTS: 1
REF: p. 448
NAT: AACSB: Reflective Thinking
12. One probing tactic is to repeat the question for a respondent.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 448
13. When an interviewer asks the respondent a question and then waits patiently and expectantly for the
respondent to answer it, this is known as a neutral probe.
ANS: F
This is referred to as a silent probe.
PTS: 1
REF: p. 449
NAT: AACSB: Reflective Thinking
14. In recording answers to open-ended questions during field interviews, it is important for the
interviewer to summarize the general meaning of the respondent's responses to questions.
ANS: F
The general instruction for recording open-ended questions is to record the response verbatim.
PTS: 1
REF: p. 450
NAT: AACSB: Reflective Thinking
15. In field interviews, the interviewer should not indicate his probes to the respondent's answers to
questions on the interview form.
ANS: F
All probes should be included on the interview form and are usually indicated by placing them in
parentheses.
PTS: 1
REF: p. 450
NAT: AACSB: Reflective Thinking
16. Interviewer training sessions should include instructions as to how to close the interview with the
respondent in a graceful manner.
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 451
17. One basic principle of good interviewing practice is to have integrity and be honest.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 452
18. To avoid interviewer bias, interviewers should not be aware of the sample procedure.
ANS: F
The briefing session covers the sampling procedure as a number of research projects allow the
interviewer to be at least partially responsible for selecting the sample.
PTS: 1
REF: p. 454
NAT: AACSB: Reflective Thinking
19. An important aspect of the field supervisor's job is to ensure that the study's sampling plan is being
conducted according to the research design.
ANS: T
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 455
MULTIPLE CHOICE
1. The person responsible for data collection in the field is called a(n):
a. fieldworker
b. probe
c. briefer
d. intermediary
ANS: A
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 444
2. Which of the following is an example of a fieldworker?
a. a phone interviewer who makes calls from a central location
b. an observer who notes which aisles in a supermarket shoppers avoid
c. a person who goes door-to-door asking questions of homeowners
d. all of the above
ANS: D
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 444
3. A research supplier that specializes in gathering data is called a(n):
a. syndicated research service
b. field interviewing service
c. compliance company
d. briefing service
ANS: B
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 444
4. Jay is employed by Kraft Foods and conducts interviews and collects survey data for consumer
research projects undertaken by Kraft Foods. Jay is a(n):
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
a.
b.
c.
d.
in-house interviewer
primary interviewer
field service provider
ethnographer
ANS: A
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 444
5. The training session to ensure that each interviewer is provided with common information is called
a(n):
a. touchpoint
b. probe
c. briefing session
d. orientation session
ANS: C
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 445
6. When a field worker calls a potential respondent and says: "Good evening. My name is Jim Smith and
I'm calling from Burke Marketing Research in Cincinnati, Ohio," what aspect of the interviewer
training program is being conducted?
a. recording responses
b. making initial contact
c. closing the interview
d. probing
ANS: B
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 446
7. When a field interviewer attempts to obtain a respondent's agreement to participate in a 90-minute
depth interview after the respondent has already answered two short questions from the interviewer,
this is an example of:
a. the door-in-the-face technique
b. probing
c. the foot-in-the-door technique
d. verification
ANS: C
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 447
8. When a phone interviewer asks a respondent if they would be willing to fill out a ten- page survey that
would be mailed to them the following week, and when receiving a negative response to that request,
asks the respondent if she would answer three short questions over the phone at the present time, this is
an example of:
a. the foot-in-the-door technique
b. probing
c. the door-in-the-face technique
d. verification
ANS: C
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 447
9. Which of the following is an important guideline for field interviewers?
a. ask the questions in the exact sequence given on the interview questionnaire
b. ask every question on the interview questionnaire
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
c. ask all questions exactly as they are worded on the interview questionnaire
d. all of the above
ANS: D
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 447
10. All of the following are possible probing tactics EXCEPT:
a. repeating the question
b. asking a neutral question
c. ignoring the respondent’s reply
d. using a silent probe
ANS: C
PTS: 1
NAT: AACSB: Reflective Thinking
REF: pp. 448-449
11. When the interviewer asks the question again after the respondent has failed to answer the question,
this is an example of:
a. repeating the question
b. a silent probe
c. an expectant pause
d. asking a neutral question
ANS: A
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 448
12. When an interviewer is faced with a situation in which a respondent has not answered a question, and
the interviewer leans forward in her chair to look at the respondent in such a way to communicate that
the interviewer expects the respondent to answer the question, this is an example of:
a. repeating the question
b. asking a neutral question
c. a silent probe
d. verification
ANS: C
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 449
13. When an interviewer conducts a taste test for a new soft drink and asks the respondent how the product
tastes, and the respondent replies: "Pretty good," and then the interviewer asks: "Why do you feel that
way?", this is an example of:
a. a neutral question
b. an expectant pause
c. a silent probe
d. repeating the question
ANS: A
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 449
14. When an interviewer conducts a taste test for a new type of pizza and the respondent replies: "Good"
to the question: "How does that pizza taste?", and then the interviewer asks: "What do you mean by
'good'?", this is an example of:
a. an expectant pause
b. a silent probe
c. a neutral question
d. verification
ANS: C
PTS: 1
REF: p. 449
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
NAT: AACSB: Reflective Thinking
15. Which probing technique is effective in seeking clarification or elaboration?
a. repeat the respondent’s answer
b. silence
c. repeat the question word for word
d. ask the respondent to read the question themselves
ANS: A
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 449
16. Which of the following is a suggestion for recording the answer to open-ended interview questions?
a. record responses verbatim
b. include all probes
c. do not paraphrase respondent's answers to questions
d. all of the above
ANS: D
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 450
17. Which of the following is a basic principle for good interviewing techniques?
a. have patience and tack
b. pay attention to accuracy and detail
c. keep the respondent's answers confidential
d. all of the above
ANS: D
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 452
18. All of the following are required practical rules for research inquiry that should be followed EXCEPT:
a. complete the questionnaires meticulously
b. change how questions are asked based on the situation
c. keep control of each interview
d. compare sample execution and assigned quota with the total number of questionnaires
completed
ANS: B
PTS: 1
NAT: AACSB: Reflective Thinking
REF: pp. 452-453
19. When an interviewer decides not to ask respondents their annual salary because she does not want to
embarrass them, and, instead, makes "her best guess" about the respondent's salary, this is an example
of:
a. verification
b. interviewer cheating
c. a verbatim response
d. verification
ANS: B
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 456
20. After calling several respondents, a supervisor learned that a fieldworker filled in fake answers on
several surveys rather than contacting respondents. The fieldworker’s behavior is an example of:
a. curb-stoning
b. validation
c. asking a neutral question
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
d. interviewer bias
ANS: A
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 456
21. In field interviews, about what percentage of completed interviews are typically verified by field
supervisors?
a. 5 percent
b. 15 percent
c. 25 percent
d. 40 percent
ANS: B
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 457
22. When a field supervisor phones a respondent to obtain her reactions to the interviewer and also asks
some basic demographic information about the respondent's age and zip code, the field supervisor is
conducting:
a. a silent probe
b. a briefing session
c. a verification of the data
d. triangulation
ANS: C
PTS: 1
NAT: AACSB: Reflective Thinking
REF: p. 457
COMPLETION
1. A person who is responsible for field data collection is called a(n) ____________________.
ANS: fieldworker
PTS: 1
REF: p. 444
NAT: AACSB: Reflective Thinking
2. A research supplier that specializes in data collection is called a(n) ____________________.
ANS: field interviewing service
PTS: 1
REF: p. 444
NAT: AACSB: Reflective Thinking
3. When a company that is conducting the research has one of its own staff work as a data collection
specialist in the field, this staff member is called a(n) ____________________.
ANS: in-house interviewer
PTS: 1
REF: p. 444
NAT: AACSB: Reflective Thinking
4. The interviewer training session is called a ____________________ session.
ANS: briefing
PTS: 1
REF: p. 445
NAT: AACSB: Reflective Thinking
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
5. When potential respondents are asked to agree to a small request (e.g. a five-minute interview) in the
hope that they will agree to a much larger request (e.g. a 90-minute depth interview), this is an
example of the ____________________ technique.
ANS: foot-in-the-door
PTS: 1
REF: p. 447
NAT: AACSB: Reflective Thinking
6. When potential respondents are asked to agree to a large request (e.g. a 2-hour depth interview), and
when they refuse, are asked if they would agree to a short 15-minute interview, this is an example of
the ____________________ technique.
ANS: door-in-the-face
PTS: 1
REF: p. 447
NAT: AACSB: Reflective Thinking
7. The ____________________ compliance technique has the potential to be unethical if the respondent
is deceived with an illegitimate initial request.
ANS: door-in-the-face
PTS: 1
REF: p. 447
NAT: AACSB: Reflective Thinking
8. When a field interviewer asks a respondent to elaborate on a brief response in order to understand
better what the respondent really meant, this is called a(n) ____________________ technique.
ANS: probing
PTS: 1
REF: p. 448
NAT: AACSB: Reflective Thinking
9. When a field interviewer believes that the respondent has more to say to a question and waits patiently
for the respondent to continue talking, this is called a(n) ____________________.
ANS: silent probe
PTS: 1
REF: p. 449
NAT: AACSB: Reflective Thinking
10. When an interviewer is trained to record the respondent's answers to open-ended questions by using
the exact words used by the respondent, this is another way of saying: "Record the respondent's
answers ____________________.”
ANS: verbatim
PTS: 1
REF: p. 450
NAT: AACSB: Reflective Thinking
11. When an interviewer fills in answers on an interview form without asking the respondent the
questions, this is a form of interviewer ____________________.
ANS: cheating
PTS: 1
REF: p. 456
NAT: AACSB: Reflective Thinking
12. Interviewer cheating in which he or she falsifies interviews, merely filling in fake answers rather than
contacting respondents is sometimes referred to as ____________________.
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
ANS: curb-stoning
PTS: 1
REF: p. 456
NAT: AACSB: Reflective Thinking
13. When a field supervisor contacts respondents by phone to determine their reaction to the interviewer
and asks them basic demographic questions in an attempt to ensure that interviewer cheating did not
occur, this is the process of ____________________.
ANS: verification
PTS: 1
REF: p. 457
NAT: AACSB: Reflective Thinking
ESSAY
1. Describe the role and job requirements of fieldworkers.
ANS:
Fieldworkers gather research information and data in the field. The activities they perform vary
substantially. Various field interviewing services and full-service research agencies perform all
manner of personal surveys including central location telephone interviewing, mall intercepts, and
other forms of fieldwork. Normally, interviewers should be healthy, outgoing, and of pleasing
appearance--that is, well groomed and tailored. An essential part of the interviewing process is
establishing rapport with the respondent.
PTS: 1
REF: p. 444
NAT: AACSB: Reflective Thinking| AACSB: Communication
2. List the skills to cover when training inexperienced interviewers.
ANS:
Training inexperienced interviewers should include:
(1) How to make initial contact with the respondent and secure the interview
(2) How to ask survey questions
(3) How to probe
(4) How to record responses
(5) How to terminate the interview
PTS: 1
REF: p. 445
NAT: AACSB: Reflective Thinking| AACSB: Communication
3. Discuss probing tactics interviewers can use when respondents give no answer, incomplete answers, or
provide an answer that needs clarification.
ANS:
Interviewers have several possible probing tactics to choose from, depending on the situation:
(1) Repeating the question - the respondent may not have understood the question or decided how to
answer it.
(2) Using the silent probe - an expectant pause or look may motivate the respondent to gather his or
her thoughts and give a complete response.
(3) Repeating the respondent’s reply - this may stimulate the respondent to expand on the answer.
(4) Asking a neutral question - may specifically indicate the type of information that the interviewer
is seeking.
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
PTS: 1
REF: pp. 448-449
NAT: AACSB: Reflective Thinking| AACSB: Communication
4. List the eight practical rules (required practices) of research inquiry that should be followed and used
without exception.
ANS:
(1) Complete the number of interviews according to the sampling plan assigned to you.
(2) Follow the directions provided.
(3) Make every effort to keep schedules.
(4) Keep control of each interview you do.
(5) Complete the questionnaires meticulously.
(6) Check over each questionnaire you have completed.
(7) Compare your sample execution and assigned quota with the total number of questionnaires you
have completed.
(8) Clear up any questions with the research agency.
PTS: 1
REF: pp. 452-453
NAT: AACSB: Reflective Thinking| AACSB: Communication
5. Discuss the activities involved in the management of fieldworkers.
ANS:
Fieldwork management is an essential part of the research process. One activity in the management of
fieldworkers is conducting a briefing session for experienced interviewers. Regardless of a
fieldworker’s level of experience, they always need to be informed about the individual project. This
briefing includes the background of the sponsoring organization, sampling techniques, asking of
questions, callback procedures, and other matters specific to the particular project. Any special
instructions should also be covered during the training session. The briefing session also covers the
sampling procedure, especially since a number of research projects allow the interviewer to be at least
partially responsible for selecting the sample. Finally, managers must supervise fieldworkers to
minimize errors. Direct supervision of their work is necessary to ensure that the techniques
communicated in the training sessions are implemented in the field. This supervision includes
sampling verification, reducing interviewer cheating, and verification by reinterviewing.
PTS: 1
REF: pp. 453-457
NAT: AACSB: Reflective Thinking| AACSB: Communication
© 2010 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in
whole or in part.
