MKT 473- Jernigan Exam 2 Questions with Correct Answers Latest Update 2025/2026
Random error or random sampling error - Answers Error that results from chance variation.
Cannot be eliminated but can be reduced by increasing sample size
Chance variation - Answers the difference between the sample value and the true value of the
population mean
Systematic error or Bias - Answers error that results from problems or flaws in the execution of
the research design; sometimes called non-sampling error
Sample Design Error - Answers systematic error that results from an error in the sample design
or sampling procedures
Frame error - Answers error resulting from an inaccurate or incomplete sampling frame
Population specific error - Answers defining the population incorrectly at the start of the
process
Selection Error or Bias - Answers the error that occurs because the sampling frame is not
representative of the population; sampling procedures are incomplete, improper, or not fully
followed
measurement error (error variance) - Answers results from a variation between the information
being sought and what is actually obtained by the measurement process
Surrogate Information Error - Answers discrepancy between the information required to solve a
problem and the information sought by researcher
Interviewer error - Answers Error that results from the interviewer's influencing - consciously or
unconsciously - the answers of the respondent
Measurement instrument bias - Answers error that results from the design of the questionnaire
or measurement instrument; also known as questionnaire bias
nonresponse bias - Answers occurs when an individual chosen for the sample can't be
contacted or refuses to participate
Response bias - Answers a systematic pattern of incorrect responses in a sample survey
Input error - Answers error that results from the incorrect input of information into a computer
file or database
Reliability - Answers Degree to which measures are free from random error and, therefore,
provide consistent data. The extent to which the survey responses are internally consistent
, Validity - Answers Degree to which what the researcher was trying to measure was actually
measured
test-retest reliability - Answers using the same test on two occasions to measure consistency
stability reliability - Answers lack of change in results from test to test
equivalent form reliability - Answers ability of two very similar forms of an instrument to
produce closely correlated results
internal consistency reliability - Answers the ability of an instrument to produce similar results
when used on different samples during the same time period to measure a phenomenon
split-half technique reliability - Answers method of assessing the reliability of a scale by dividing
the total set of measurement items in half and correlating the results
face validity - Answers Measures whether a test looks like it tests what it is supposed to test.
content validity - Answers The degree to which the content of a test is representative of the
domain it's supposed to cover.
criterion-related validity - Answers a measure of validity based on showing a substantial
correlation between test scores and job performance scores; predictive
construct validity - Answers the degree to which a measurement instrument represents and
logically connects, via the underlying theory, the observed phenomenon
Generalizability - Answers results of a study can be applied to a larger population or to a broader
set of circumstances
Sensitivity - Answers Determines whether a measure accurately detects differences among
people. It is critical in determining attitudes, emotions, and intentions
attitude - Answers Enduring organization of motivational, emotional, perceptual, and cognitive
processes with respect to some aspect of a person's environment
Factors to determine if research findings will predict behavior: - Answers Involvement of the
consumer
Attitude Measurement
Effects of other people
Situational factors
Effects of other brands
Random error or random sampling error - Answers Error that results from chance variation.
Cannot be eliminated but can be reduced by increasing sample size
Chance variation - Answers the difference between the sample value and the true value of the
population mean
Systematic error or Bias - Answers error that results from problems or flaws in the execution of
the research design; sometimes called non-sampling error
Sample Design Error - Answers systematic error that results from an error in the sample design
or sampling procedures
Frame error - Answers error resulting from an inaccurate or incomplete sampling frame
Population specific error - Answers defining the population incorrectly at the start of the
process
Selection Error or Bias - Answers the error that occurs because the sampling frame is not
representative of the population; sampling procedures are incomplete, improper, or not fully
followed
measurement error (error variance) - Answers results from a variation between the information
being sought and what is actually obtained by the measurement process
Surrogate Information Error - Answers discrepancy between the information required to solve a
problem and the information sought by researcher
Interviewer error - Answers Error that results from the interviewer's influencing - consciously or
unconsciously - the answers of the respondent
Measurement instrument bias - Answers error that results from the design of the questionnaire
or measurement instrument; also known as questionnaire bias
nonresponse bias - Answers occurs when an individual chosen for the sample can't be
contacted or refuses to participate
Response bias - Answers a systematic pattern of incorrect responses in a sample survey
Input error - Answers error that results from the incorrect input of information into a computer
file or database
Reliability - Answers Degree to which measures are free from random error and, therefore,
provide consistent data. The extent to which the survey responses are internally consistent
, Validity - Answers Degree to which what the researcher was trying to measure was actually
measured
test-retest reliability - Answers using the same test on two occasions to measure consistency
stability reliability - Answers lack of change in results from test to test
equivalent form reliability - Answers ability of two very similar forms of an instrument to
produce closely correlated results
internal consistency reliability - Answers the ability of an instrument to produce similar results
when used on different samples during the same time period to measure a phenomenon
split-half technique reliability - Answers method of assessing the reliability of a scale by dividing
the total set of measurement items in half and correlating the results
face validity - Answers Measures whether a test looks like it tests what it is supposed to test.
content validity - Answers The degree to which the content of a test is representative of the
domain it's supposed to cover.
criterion-related validity - Answers a measure of validity based on showing a substantial
correlation between test scores and job performance scores; predictive
construct validity - Answers the degree to which a measurement instrument represents and
logically connects, via the underlying theory, the observed phenomenon
Generalizability - Answers results of a study can be applied to a larger population or to a broader
set of circumstances
Sensitivity - Answers Determines whether a measure accurately detects differences among
people. It is critical in determining attitudes, emotions, and intentions
attitude - Answers Enduring organization of motivational, emotional, perceptual, and cognitive
processes with respect to some aspect of a person's environment
Factors to determine if research findings will predict behavior: - Answers Involvement of the
consumer
Attitude Measurement
Effects of other people
Situational factors
Effects of other brands
