BRM Exam 2: Chapter 9 Survey Research with Complete Solutions(SCORED A)

Sample Survey - ANSWER-A survey that emphasizes contacting respondents who are a representative sample of the target population. Survey Objectives - ANSWER-Surveys attempt to describe what is happening, what people believe, what they are like, or to learn the reasons for a particular marketing activity. Advantages of Surveys - ANSWER-- Quick - Inexpensive - Efficient - Accurate Random Sampling Error - ANSWER-A statistical fluctuation that occurs because of chance variation in the elements selected for a sample. Systematic Error - ANSWER-Error resulting from some imperfect aspect of the research design that causes respondent error or from a mistake in the execution of the research. Sample Bias - ANSWER-A persistent tendency for the results of a sample to deviate in one direction from the true value of the population parameter. Respondent Error - ANSWER-A category of sample bias resulting from some respondent action such as lying or inaction such as not responding. Nonresponse Error - ANSWER-The statistical differences between a survey that includes only those who responded and a perfect survey that would also include those who failed to respond.