Chapter 5- Marketing Reasearch Errors

Question 1

What is a non-sampling error?

Answer 1

All errors other than sampling error [cannot be quantified]

Question 2

Total error=

Answer 2

Sampling error + non-sampling error

Question 3

Sampling error=

Answer 3

The difference between a measure obtained for the sample and the true measure that can be obtained only from the entire research population

Question 4

What is a sample?

Answer 4

A sample is defined as a subset of all the members of a population of interest

Question 5

How can a researcher decrease sampling error?

Answer 5

Increase the size of the sample

Question 6

What is a non-response error?

Answer 6

A failure on the part of a prospective for spa meant to take part in the survey or to answer specific questions on the questionnaire [can include refusals to participate, break offs, refusal to answer specific questions,respondent cannot be reached

Question 7

What are the five types of research error?

Answer 7

Surrogate information error, population definition error, sampling frame error, measurement error, processing/data analysis error

Question 8

Researcher errors: surrogate information error

Answer 8

An error formed by an inconsistency between the information sought by the researcher and the information that is needed to solve a problem

Question 9

Researcher errors: population definition error

Answer 9

Defined as the variation between the actual population relevant to the problem at hand and the population selected or defined by the researcher

Question 10

Researcher error: sampling frame error

Answer 10

A type of non-sampling error and a survey caused by a sampling frame that is not a perfect representation of the population are universe

Question 11

Researcher errors: measurement error

Answer 11

The error that results from the difference between the information sought and the information actually obtained by the measurement process

Question 12

Researcher errors: processing/data analysis error

Answer 12

Any mistake that results from incorrect transfer or omission of data, from the data collection phase of research project to the final statistical tables

Question 13

What are the four types of interviewer errors?

Answer 13

Respondent selection error, questioning error, recording error, cheating error

Question 14

Interviewer errors: respondent selection error

Answer 14

Error that results from incomplete or improper sampling procedures

Question 15

Interviewer errors: Questioning error

Answer 15

This can include any improper delivery of questions by the researcher in a survey or focus group. Questioning error can mean unintentionally leading a respondent to a desired answer, wording a question in a confusing or misleading way, or even imbuing questions with the tone of voice that implies a certain answer is correct

Question 16

Interviewer errors: recording error

Answer 16

When the method of recording didn’t work well and data gained is unclear and will disturb in making the transcript

Question 17

Interviewer errors: cheating error

Answer 17

When research interviewers knowingly do not follow their instructions

Question 18

What are the two types of respondent errors?

Answer 18

Intentional and unintentional

Question 19

What is the one type of intentional respondent error?

Answer 19

Falsehoods

Question 20

What are the five types of unintentional respondent errors?

Answer 20

Respondent misunderstanding, guessing, question format, attention loss/distractions, respondent fatigue

Question 21

What happens when sampling error is reduced?

Answer 21

Non-sampling error will increase

Question 22

What is falsehoods?

Answer 22

The state of being untrue

Question 23

Which is worse for research project, sampling error or nonsampling error?

Answer 23

They are equally as bad

Question 24

What is a sampling error?

Answer 24

An error that occurs because the sample selected is not perfectly representative of the population [can be quantified]