Juanita is conducting survey research for the Colgate-Palmolive Company. The company recently sent several cases of personal-sized toothpaste to Dr. Yankum as a part of a promotion. Juanita is surveying patients as they leave Dr. Yankum's office to ask if the dentist gave them any hygiene items to continue quality dental care. Juanita has discovered that practically every patient received Colgate and has concluded in her report that dentists prefer Colgate toothpaste over other brands. What flaw exists in Juanita's research?
A) She has chosen an inappropriate research design.
B) She is using a biased sample to collect her data.
C) She is relying on marketing research, which is unscientific and therefore invalid.
D) She is conducting research that is tainted by interviewer bias.

Question

Quizplus · Accepted Answer

Juanita is using a biased sample by only surveying patients who have just received Colgate toothpaste from Dr. Yankum. This does not represent the opinions of all dentists, as other dentists may give out different brands of toothpaste. Therefore, her conclusion that "dentists prefer Colgate toothpaste" is not supported by her research.

Juanita Is Conducting Survey Research for the Colgate-Palmolive Company