marketing research chapter 8

a survey that emphasizes contacting respondents who are a representative sample of the target population

sample survey

tendency for respondents to give socially acceptable answers rather than the truth

social desirability bias

imposes a limit on the number of allowable responses; it gives the response choices to you

structured

a method of primary data collection based on communication with a representative sample of individuals (called respondents)

survey

errors resulting from imperfections in the research design that leads to response error, or mistakes in executing the research

systematic (non-sampling) error

assumes the respondent is willing to answer

undisguised

does not restrict respondents' answers; open ended questions

unstructured

survey classification by time frame 1. 2.

1. cross-sectional 2. longitudinal

disadvantages of surveys 1. survey ________ 2. _____________ problems

1. error 2. communication

reasons for unconscious misrepresentation 1. question _____ or content 2. interview _______ 3. ________ the question 4. _______ exact details 5. __________ question 6. _______ to express feelings

1. format 2. situation 3. misunderstanding 4. forgetting 5. unexpected 6. inability

reasons for deliberate falsification 1. to appear _____ 2. to ______ personal information 3. to avoid ______ 4. to get ____________ the interviewer 5. to _______ the interviewer

1. intelligent 2. conceal 3. embarrassment 4. rid of 5. please

survey by method of communication 1. 2. 3,

1. personal interviews 2. telephone interviews 3. self-administered interviews

advantages of surveys 1. (s) 2. (c) 3. (a) 4. (e)

1. speed 2. cost 3. accuracy 4. efficiency

tendency for knowledge of who is sponsoring the research to affect respondents answers

auspices bias

_____ is always more accurate than a ________

census; survey

studies in which various segments of a population are sampled and data collected at a single point in time

cross-sectional

errors caused by incorrect data entry, computer programming, or other procedural errors during data analysis

data processing error

assumes the purpose of the study must be hidden from the respondent

disguised

tendency to use extremes when responding to questions

extremity bias

tendency of interviewer's presence to affect respondent's answer

interviewer bias

error caused by interviewer filling in fake answers

interviewer cheating

errors caused by interviewers making mistakes when performing their tasks

interviewer error

_________ studies show clearer and more detailed pictures for drawing conclusions

longitudinal

studies in which data are collected at different points in time

longitudinal

errors caused by improper sample design or sampling procedure

sample selection error

error caused by improper administration (execution) of the research tasks

administrative error

tendency to agree with everything the interviewer says

acquiescence bias

the statistical difference between the results of a survey in which the sample includes only those who responded and a survey that would include those who failed to respond

nonresponse error

data you collected specifically for your research

primary data

statistical fluctuation due to chance variations in elements selected for the sample

random sampling error

its okay to have ________ error, but not ____________ error

random sampling; systematic

sample biases that result from respondent action (response bias) or inaction (nonresponse bias)

respondent error

people who verbally answers an interviewer's questions or questions or provide answers to written questions

respondents

bias that occurs when those who respond tend to answer questions in a way that misrepresents the truth consciously (deliberate falsification) or unconsciously (unconscious misrepresentation)

response bias

systematic errors often leads to ______ bias

sample bias

the tendency of sample results to deviate in one particular direction

sample bias