1. Which of the following is not a reason surveys have a high rate of usage in
marketing research?
a. the need to know why certain things are done or not done
b. the need to know who does certain things
c. the need to explain cause and effect relationships
d. the need to know how consumers make decisions
e. All are reasons for the high rate of usage of surveys in marketing research -
ANSWER C
Collecting information such as consumer demographics and lifestyle characteristics
would be illustrative of which reason for the high usage of surveys in marketing
research?
a. the need to know why certain things are done or not done
b. the need to know who does certain things
c. the need to explain cause and effect relationships
d. the need to know how consumers make decisions
e. All are reasons for the high rate of usage of surveys in marketing research -
ANSWER B
The difference between the sample value and the true value in the population under
study is referred to as _______.
a. sampling error
b. random error
c. measurement error
d. chance correlation
e. none of these - ANSWER A
_____________ results from mistakes or problems in the research design.
a. Systematic error
b. Processing error
c. Interviewer error
d. Random error
e. None of these - ANSWER A
When a researcher uses an incomplete sampling frame for a study, this is referred
to as __________.
a. surrogate information error
b. selection error
c. frame error
d. none of these - ANSWER C
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?
a. sample frame error
b. random error
c. population specification error
d. surrogate information error
e. none of these - ANSWER C
The fact that not every household has a published phone number can cause which
type of error in telephone surveys?
a. sample frame error
b. random error
c. population specification error
d. surrogate information error
e. surrogate sampling variation - ANSWER A
This type of sample design error can occur even when the population is correctly
specified and a proper sample frame is being used.
a. measurement error
b. interviewer error
c. processing error
d. selection error
e. nonsystematic error - ANSWER D
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?
a. selection error
b. measurement error
c. processing error
d. interviewer error
e. surrogate information error - ANSWER A
10. 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?
marketing research?
a. the need to know why certain things are done or not done
b. the need to know who does certain things
c. the need to explain cause and effect relationships
d. the need to know how consumers make decisions
e. All are reasons for the high rate of usage of surveys in marketing research -
ANSWER C
Collecting information such as consumer demographics and lifestyle characteristics
would be illustrative of which reason for the high usage of surveys in marketing
research?
a. the need to know why certain things are done or not done
b. the need to know who does certain things
c. the need to explain cause and effect relationships
d. the need to know how consumers make decisions
e. All are reasons for the high rate of usage of surveys in marketing research -
ANSWER B
The difference between the sample value and the true value in the population under
study is referred to as _______.
a. sampling error
b. random error
c. measurement error
d. chance correlation
e. none of these - ANSWER A
_____________ results from mistakes or problems in the research design.
a. Systematic error
b. Processing error
c. Interviewer error
d. Random error
e. None of these - ANSWER A
When a researcher uses an incomplete sampling frame for a study, this is referred
to as __________.
a. surrogate information error
b. selection error
c. frame error
d. none of these - ANSWER C
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?
a. sample frame error
b. random error
c. population specification error
d. surrogate information error
e. none of these - ANSWER C
The fact that not every household has a published phone number can cause which
type of error in telephone surveys?
a. sample frame error
b. random error
c. population specification error
d. surrogate information error
e. surrogate sampling variation - ANSWER A
This type of sample design error can occur even when the population is correctly
specified and a proper sample frame is being used.
a. measurement error
b. interviewer error
c. processing error
d. selection error
e. nonsystematic error - ANSWER D
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?
a. selection error
b. measurement error
c. processing error
d. interviewer error
e. surrogate information error - ANSWER A
10. 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?
