Question 1

When a researcher uses an incomplete sampling frame for a study,this is referred to as __________.

Accepted Answer

Frame error occurs when an incomplete or inaccurate sampling frame is used in a study. This means that the researcher did not have access to or did not include all possible members of the population being studied, which can lead to biased results. Surrogate information error refers to using indirect measures of a construct instead of direct measures, while selection error refers to the bias that can occur if the sample chosen is not representative of the population being studied. None of these options are the best choice for the given scenario.

Question 2

The fact that not every household has a published phone number can cause which type of error in telephone surveys?

Accepted Answer

The fact that not every household has a published phone number can cause a sample frame error, meaning that the sample of households surveyed may not accurately represent the population of all households.

Question 3

Which of the following is not a reason surveys have a high rate of usage in marketing research?

Accepted Answer

Surveys are typically used to gather information about attitudes, opinions, behaviors, and demographics. While surveys can provide insights into cause and effect relationships, this is not the primary reason for their high rate of usage in marketing research. Other methods, such as experiments, may be better suited for establishing causal relationships.

Question 4

When survey respondents deliberately falsify their income this is known as which type of bias?

Accepted Answer

Respondents deliberately falsifying their income is an example of response bias, as it occurs when respondents give inaccurate or false answers to survey questions due to factors such as social desirability bias or fear of judgment.

Question 5

Which of the following is currently the least popular type of data collection?

Accepted Answer

With the rise of technology and concerns over safety, door-to-door interviews have become increasingly unpopular among both researchers and participants. Internet surveys, telephone surveys, and even mall-intercept interviews are more common forms of data collection in today's society.

Question 6

A marketing researcher subcontracts the data collection process to a field services firm.After the data is collected,the researcher is editing the questionnaires,and finds a large number of mistakes.In many cases skip patterns were not followed,and difficult questions were often skipped.The researcher contacts several of the persons that did the interviewing and finds that they received little,and in some cases,no training or supervision.What kind of error is evident here?

Accepted Answer

The errors in the data collection process, specifically the failure to follow skip patterns and skipping difficult questions, suggest interviewer error or bias. This is further supported by the fact that the interviewers received little to no training or supervision. Therefore, the best choice is B - interviewer error (bias).

Question 7

In the pretesting of a questionnaire,a researcher finds that respondents perceive several of the questions as leading,and others as difficult to understand.If the researcher does not make the necessary revisions to the questionnaire,there will probably be a large amount of which of the following?

Accepted Answer

If the researcher does not revise the questionnaire, it is likely that there will be measurement instrument bias in the data collected. The questions that are perceived as leading or difficult to understand may produce inaccurate responses, leading to measurement error or bias in the data. This can lead to flawed conclusions and invalid research findings.

Question 8

The difference between the sample value and the true value in the population under study is referred to as _______.

Accepted Answer

The answer of The difference between the sample value and...

Question 9

Which of the following is an example of a self-administered questionnaire?

Accepted Answer

A self-administered questionnaire is one in which respondents are expected to complete and return the questionnaire on their own. A mail survey is the best example of a self-administered questionnaire as respondents receive the survey in the mail, complete it on their own time, and return it to the researcher. Telephone surveys, door-to-door surveys, and mall intercepts are not self-administered as they require interaction with a researcher or interviewer.

Question 10

Which of the following data collection techniques can produce excellent sample quality?

Accepted Answer

The answer of Which of the following data collection techniques...

Question 11

A questionnaire that is not computer coded,thereby increasing the complexity of inputing the questionnaire data into a database,will probably suffer from which of the following?

Accepted Answer

Without computer coding, there is a higher chance of errors occurring during the inputting of the data into a database, leading to processing errors. The other options are less likely to occur due to the lack of computer coding.

Question 12

_____________ results from mistakes or problems in the research design.

Accepted Answer

Systematic error, also known as bias, occurs when there are flaws in the research design that consistently affect the results in a certain direction. This can include issues like sampling bias, measurement bias, or design bias. Processing error, interviewer error, and random error are all types of errors that can occur during data collection, but they do not necessarily stem from flaws in the research design itself.

Question 13

A researcher hired 20 interviewers to conduct door-to-door interviews in a particular city.In the process of verifying the responses for one of the interviewers,the researcher found that the interviewer surveyed consecutive houses in a particular subdivision,instead of selecting every third house.What kind of error has occurred here?

Accepted Answer

The interviewer did not follow the appropriate selection procedure (selecting every third house), resulting in a selection bias.

Question 14

Which of the following is an advantage of CATI?

Accepted Answer

All of the given options A, B, C, and D are advantages of CATI. CATI automatically handles respondent selection, skip patterns, eliminates selection bias and allows for computer tabulation of data at any time. Therefore, E is the best answer.

Question 15

At which point do people typically refuse to take a survey?

Accepted Answer

People typically refuse to take a survey before the introduction because they are not interested or do not want to give their time.

Question 16

Collecting information such as consumer demographics and lifestyle characteristics would be illustrative of which reason for the high usage of surveys in marketing research?

Accepted Answer

Collecting information about consumer demographics and lifestyle characteristics would be an example of the need to know who does certain things, which is one of the reasons for the high usage of surveys in marketing research.

Question 17

This type of sample design error can occur even when the population is correctly specified and a proper sample frame is being used.

Accepted Answer

Selection error refers to errors made in the process of selecting respondents from the sample frame. Even if the population is correctly specified and a proper sample frame is used, errors can occur in the selection process that result in a non-representative sample. This can lead to biased results and invalid conclusions. Examples of selection errors include undercoverage, nonresponse bias, and sampling errors.

Question 18

The Bureau of the Census reported that a more accurate estimate of the total population in the U.S.could be accomplished by a carefully selected sample,rather than with a census.What broad classification of errors is the researcher indirectly alluding to?

Accepted Answer

The answer of The Bureau of the Census reported that...

Question 19

A manufacturer of desserts tested a new five-minute dessert on working females.A marketing research firm was employed to measure consumer response to the dessert.The results of the survey were dismal.The manufacturer was sure the new quickie dessert would be appealing to working females.A follow-up focus group revealed that working females without children were not interested in the new idea,but working females with children were.What kind of error was evident in the initial survey?

Accepted Answer

The error evident in the initial survey is population specification error. The survey targeted only working females, but the follow-up focus group revealed that working females with children were the group interested in the new dessert. Therefore, the population specification should have been working females with children, not just all working females.

Question 20

When the researcher achieves a very low response rate,he/she should be concerned with ______________.

Accepted Answer

When a researcher achieves a very low response rate, it increases the risk of nonresponse bias (error). Nonresponse bias occurs when the characteristics of respondents who participate differ from those who do not, leading to an unrepresentative sample. This can negatively impact the accuracy and generalizability of the study's findings. Therefore, the researcher should be concerned with nonresponse bias and take remedial actions to minimize its effects.

Quiz 6: A: Traditional Survey Research