The marketing researcher for a game company is conducting an experiment to test customer reaction to the pricing of a new game designed for use by adults.A list of customers who had sent the company complaint letters was readily available, and the researcher rearranged this list by ZIP code, sending every third person a color brochure on the new game.Each respondent was asked to return a postcard, stating an intention to purchase or not to purchase the game at the listed price.Which of the following is true?
A)The sampling method ensures that all geographic areas are represented.
B)The external validity of the study is ensured, since respondents who are sitting in their homes are reacting under real life circumstances.
C)The sample is likely to over-represent the lower class.
D)The design of the study suffers from selection bias.
E)None of the above.

Question

Quizplus · Accepted Answer

The researcher used a non-random sampling method by selecting only customers who had sent complaint letters and then sampling every third person from a rearranged list by ZIP code. This introduces selection bias because the chosen sample may not be representative of the general population or the target audience for the new game. As a result, the findings may not generalize well to the population, and the external validity of the study is at risk.

The Marketing Researcher for a Game Company Is Conducting an Experiment