MRKT 345 EXAM 2 (UNL) QUESTIONS & ANSWERS
True or False
Surveys ask respondent for information using verbal or written questions - Answers -
True
True or False
Questions are all created by the respondent. - Answers -False
Questions are fixed and structured
Respondents are a representative ________ - Answers -Sample of "target population"
True or False
Usually descriptive in nature.
(e.g. questions regarding behavior, intentions, attitudes) - Answers -True
Where do we use survey methods? - Answers -Descriptive research (aware of the
problem)
Purpose of Survey Research - Answers -make inferences about the total target
population based on the responses given by sample respondents.
Survey pros - Answers -ease (easy to administer to a lot of people)
reliability (standardizations reduces variability)
simplicity (coding, analysis and interpretation of data)
Survey cons - Answers -Hard to motivate respondents
Properly wording is hard
getting the right sample
structure may sway respondents to answer certain way
self-administered survey methods - Answers -paper (mail/fax interview, inserts, in-
person drop off)
Electronic (email, internet)
, Non self administered survey methods - Answers -telephone (traditional phone, cell
phone, computer-assisted phone interview)
face-to-face (door to door, mall intercept)
Errors in Survey Research - Answers -random (chance variation)
systematic (flaws in execution or design of research)
Random sampling error - Answers -statistical fluctuation that occurs because of chance
variation in the elements selected for the sample.
Fix: increase sample size or use statistical techniques
Systematic bias error (two types) - Answers -imperfect aspect of the research design, a
mistake in the execution of the research, or from respondent mistakes
respondent error and admin error
systematic response bias error - Answers -Tendency to answer a particular question in
a certain way that distorts the truth
Could be deliberate or unconscious
(acquiescence, auspices, social desirability)
Acquiescence bias - Answers -Individuals tend to agree with all questions or tend to
concur with a particular position ("yeah sayers").
Auspices (guidance) bias - Answers -Bias in the responses caused by the respondents
being influenced by the organization conducting the study.
Social desirability bias: - Answers -Bias in responses caused by respondents' desire,
either conscious or unconscious, to gain prestige or appear in a different social role.
non-response bias - Answers -those who do and don't answer
administrative error - Answers -measurement and sample design
sample design error (admin error) - Answers --frame error (use phone book as
sampling frame- who has a land line?)
-population specification error (only picking people you think will answer one way when
you need to use everyone for better results)
-selection error (only choosing those in white shirts)
True or False
Surveys ask respondent for information using verbal or written questions - Answers -
True
True or False
Questions are all created by the respondent. - Answers -False
Questions are fixed and structured
Respondents are a representative ________ - Answers -Sample of "target population"
True or False
Usually descriptive in nature.
(e.g. questions regarding behavior, intentions, attitudes) - Answers -True
Where do we use survey methods? - Answers -Descriptive research (aware of the
problem)
Purpose of Survey Research - Answers -make inferences about the total target
population based on the responses given by sample respondents.
Survey pros - Answers -ease (easy to administer to a lot of people)
reliability (standardizations reduces variability)
simplicity (coding, analysis and interpretation of data)
Survey cons - Answers -Hard to motivate respondents
Properly wording is hard
getting the right sample
structure may sway respondents to answer certain way
self-administered survey methods - Answers -paper (mail/fax interview, inserts, in-
person drop off)
Electronic (email, internet)
, Non self administered survey methods - Answers -telephone (traditional phone, cell
phone, computer-assisted phone interview)
face-to-face (door to door, mall intercept)
Errors in Survey Research - Answers -random (chance variation)
systematic (flaws in execution or design of research)
Random sampling error - Answers -statistical fluctuation that occurs because of chance
variation in the elements selected for the sample.
Fix: increase sample size or use statistical techniques
Systematic bias error (two types) - Answers -imperfect aspect of the research design, a
mistake in the execution of the research, or from respondent mistakes
respondent error and admin error
systematic response bias error - Answers -Tendency to answer a particular question in
a certain way that distorts the truth
Could be deliberate or unconscious
(acquiescence, auspices, social desirability)
Acquiescence bias - Answers -Individuals tend to agree with all questions or tend to
concur with a particular position ("yeah sayers").
Auspices (guidance) bias - Answers -Bias in the responses caused by the respondents
being influenced by the organization conducting the study.
Social desirability bias: - Answers -Bias in responses caused by respondents' desire,
either conscious or unconscious, to gain prestige or appear in a different social role.
non-response bias - Answers -those who do and don't answer
administrative error - Answers -measurement and sample design
sample design error (admin error) - Answers --frame error (use phone book as
sampling frame- who has a land line?)
-population specification error (only picking people you think will answer one way when
you need to use everyone for better results)
-selection error (only choosing those in white shirts)
