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
