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Business Research Methods William G. Zikmund

Business Research Methods William G. Zikmund. Chapter 18: Fieldwork. Fieldworker. Who Conducts Fieldwork?. FIELD INTERVIEWING SERVICE. FIELD- WORKERS. IN-HOUSE INTERVIEWERS BRIEFING SESSIONS. RECORDING RESPONSES. MAKING INITIAL CONTACT. PROBING. TERMINATING INTERVIEWS.

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Business Research Methods William G. Zikmund

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  1. Business Research MethodsWilliam G. Zikmund Chapter 18: Fieldwork

  2. Fieldworker

  3. Who Conducts Fieldwork? FIELD INTERVIEWING SERVICE FIELD- WORKERS • IN-HOUSE • INTERVIEWERS • BRIEFING SESSIONS

  4. RECORDING RESPONSES MAKING INITIAL CONTACT PROBING TERMINATING INTERVIEWS ASKING QUESTIONS In-House Training

  5. Making Initial Contact and Securing the Interview • “Good afternoon, my name is…” • Foot-in-the-door • Door-in-the-face

  6. Asking the Questions • Exactly as worded • Read slowly • Questions in the proper order • Ask every question • Repeat questions that are not understood

  7. Probing • Verbal attempts made by a field-worker when the respondent must be motivated to communicate his or her answers more fully • Probes enlarge and clarify

  8. Probing Tactics SILENT PROBE REPEAT REPLY REPEAT QUESTION NEUTRAL QUESTION

  9. Recording the Response

  10. Terminating the Interview • How to close interview and exit household is important • Reinterviewing may be required

  11. Fieldwork Management • Select • Train • Supervise • Control

  12. Interviewer Cheating • Filling in fake answers or falsifying interviews • Verification by reinterview

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