Mkt 352 Final exam Question and
answers 100% correct 2025/2026
Two types of survey research errors: - correct answer ✔Sampling and non-sampling errors
Examples of non-sampling errors: - correct answer ✔everything else within the survey and responses
Data gathering errors
Data handling errors
Data analysis errors
Interpretation errors
Orientation sessions - correct answer ✔trainings where the survey and administration of the survey are
introduced to the researchers
Role-playing sessions - correct answer ✔dress rehearsals of the questionnaire administration
Anonymity & Confidentiality - correct answer ✔Assure the respondent that answers will not be
associated with his/her name, and that the answers will remain private
Incentives - correct answer ✔Cash, gifts, or something of value given to respondents in return for their
participation
Third Person Technique - correct answer ✔Ask questions in terms of a third person who is similar to
the respondent, instead of asking the respondent about themselves
Item omission - correct answer ✔percentage of sample that did not answer a questions
,Efficient - correct answer ✔Using the appropriate stats technique
Effective - correct answer ✔Presentation of results is CRITICAL
• Managers must be able to understand the results
• Simple and to the point
• Measures of Central Tendency (CT) - correct answer ✔Mode - Value that occurs most often
• Median - Midpoint
• Mean - Average
Measure of Dispersion (D) - correct answer ✔• Frequency Distribution - Number of times a value
appears
• Range - low and high point
• Standard Deviation - Degree of variation in values
Mode - correct answer ✔Value that occurs most often
• Frequency Distribution - correct answer ✔Recording the number of times a particular value of a
variable occurs
• Can either be a raw number or percentage
• Percentage distribution is easier to interpret, so please use this
in your reports
Ordinal Variable - correct answer ✔Please rank order the following products on your
willingness to try each product. Please put a "1" on
, the line for the product you are most willing to try, a
"2" for your second choice, and a "3" for your third
choice
Median - correct answer ✔Midpoint of scores
Range - correct answer ✔Lowest value of scale; highest value of scale
Please describe qualitative and quantitative research. In addition, what are the
differences between the two, and when would each the two be used? - correct answer ✔Qualitative
research deals with qualities. It often uses observation and is used to
describe people's feelings. Subjective research works best and through primary data,
a researcher can understand a subject's true feelings on a topic. One should look out
for human error in this case, but person-administered surveys are going to be the
best option for qualitative research. Focus groups, in-depth interviews, case studies,
and projective techniques are all examples of qualitative research.
Quantitative research deals with quantitates and uses data. Secondary data is
often going to be the most useful if a researcher is trying to find a large number, such
as the population of a state. There are often pre determined responses to
quantitative research, allowing for more standardized answers that may be easier to
work with and analyze. Quantitative data will more often than not be cheaper and
easier to obtain than qualitative data.
(needs detail on when they should be used)
answers 100% correct 2025/2026
Two types of survey research errors: - correct answer ✔Sampling and non-sampling errors
Examples of non-sampling errors: - correct answer ✔everything else within the survey and responses
Data gathering errors
Data handling errors
Data analysis errors
Interpretation errors
Orientation sessions - correct answer ✔trainings where the survey and administration of the survey are
introduced to the researchers
Role-playing sessions - correct answer ✔dress rehearsals of the questionnaire administration
Anonymity & Confidentiality - correct answer ✔Assure the respondent that answers will not be
associated with his/her name, and that the answers will remain private
Incentives - correct answer ✔Cash, gifts, or something of value given to respondents in return for their
participation
Third Person Technique - correct answer ✔Ask questions in terms of a third person who is similar to
the respondent, instead of asking the respondent about themselves
Item omission - correct answer ✔percentage of sample that did not answer a questions
,Efficient - correct answer ✔Using the appropriate stats technique
Effective - correct answer ✔Presentation of results is CRITICAL
• Managers must be able to understand the results
• Simple and to the point
• Measures of Central Tendency (CT) - correct answer ✔Mode - Value that occurs most often
• Median - Midpoint
• Mean - Average
Measure of Dispersion (D) - correct answer ✔• Frequency Distribution - Number of times a value
appears
• Range - low and high point
• Standard Deviation - Degree of variation in values
Mode - correct answer ✔Value that occurs most often
• Frequency Distribution - correct answer ✔Recording the number of times a particular value of a
variable occurs
• Can either be a raw number or percentage
• Percentage distribution is easier to interpret, so please use this
in your reports
Ordinal Variable - correct answer ✔Please rank order the following products on your
willingness to try each product. Please put a "1" on
, the line for the product you are most willing to try, a
"2" for your second choice, and a "3" for your third
choice
Median - correct answer ✔Midpoint of scores
Range - correct answer ✔Lowest value of scale; highest value of scale
Please describe qualitative and quantitative research. In addition, what are the
differences between the two, and when would each the two be used? - correct answer ✔Qualitative
research deals with qualities. It often uses observation and is used to
describe people's feelings. Subjective research works best and through primary data,
a researcher can understand a subject's true feelings on a topic. One should look out
for human error in this case, but person-administered surveys are going to be the
best option for qualitative research. Focus groups, in-depth interviews, case studies,
and projective techniques are all examples of qualitative research.
Quantitative research deals with quantitates and uses data. Secondary data is
often going to be the most useful if a researcher is trying to find a large number, such
as the population of a state. There are often pre determined responses to
quantitative research, allowing for more standardized answers that may be easier to
work with and analyze. Quantitative data will more often than not be cheaper and
easier to obtain than qualitative data.
(needs detail on when they should be used)
