Answer to Question 1
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.
Answer to Question 2
B
Brand preference is reflective of desire, attitudes, or likings. Thus, it is most associated with the affective or feeling strategic option.
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