Lecture 2

Question 1

What are some examples of secondary data?

Answer 1

Reports
Newspapers
Statistics from other companies
Books
10-k fillings

Question 2

External sources of secondary data?

Answer 2

Standardized data collection - Sales statistics in wholesale
Published Data - Regular publications by public bodies
Internet - Blogs/Websites

Question 3

Secondary data uses and limitations?

Answer 3

 Providing information at a sufficient level of detail
and quality for solving a problem
 Preliminary stage for solving a problem with
primary data

Data is incomplete because it was generally
collected for a different purpose
• Units of measure and level of detail of the
data do not correspond to the requirements
• No control over the process of data
collection
• Data is too old

Question 4

Different types of Questioning

Answer 4

Qualitative -
Unstructured / semi-structured survey
Active role of the respondents

Quantitative -Structured survey with primarily closed
questions/

Question 5

Pros and cons of qualitative data

Answer 5

most efficient in the early, exploratory state of addressing a problem

No representative character
No objective measurement since statements must
always be interpreted by the interviewer
 Aggregation of opinions is difficult
 Limited options for efficient, computer-
based processing

Question 6

Different types of observations

Answer 6

Without survey and With survey

Documentation of the
behavior of respondents
without direct influence
of the researcher

Documentation of the 
(subconscious) 
behavioral reaction of 
the respondent to 
stimuli

Question 7

Measurements

Answer 7

Rules for assigning symbols to objects such
that these either (1) numerically represent
the amount of a characteristic or (2) define
whehter the object falls into a certain
category

Question 8

Scale

Answer 8

A discrete or continuous space onto which
objects are located according to the
measurement rules

Question 9

Nominal

Answer 9

Categorization of objects - Genders, Marital status

Question 10

Ordinal

Answer 10

Ranking in order - Preference ranking of

brands

Question 11

Interval

Answer 11

Assignment of objects to
categories, whereby the
increments between - Temperature scale,
satisfaction scale
consecutive categories are
identical

Question 12

Ratio

Answer 12

Assignment of numerical
values to objects, whereby - Weight, age, price, sales
a natural zero point exists

Question 13

Formative measurement

Answer 13

measure the
reasons for the change of a construct that
is not directly observable. Creating a multi-
item scale serves primarily to increase the
validity of the measurement.

Question 14

Reflective measurement

Answer 14

measure the
effects of the change of a construct that is
not directly observable. Multi-item
measurement serves primarily to increase the
reliability of the measurement.

Question 15

Over reporting

Answer 15

(e.g., respondents state a more positive attitude than they actually have)

Question 16

Interviewer bias

Answer 16

Personal interview

Question 17

Bias because of question order

Answer 17

(first answer choices may be seen as more important than later ones)

Question 18

Halo-effect

Answer 18

(one question and its answer may influence the answer(s) of other questions)

Question 19

Non-anonymity

Answer 19

(anonymity lowers the inhibition threshold to give false answers)

Question 20

Validity

Answer 20

Do i measure what I think I measure?

Question 21

Reliability

Answer 21

Do i get the same responses over multiple periods/places?

Question 22

Generalizability

Answer 22

Scale can be used for
measurement in
different settings

Question 23

Steps in the sample process

Answer 23

1. Define the population - who are the relevant people or objects
2. Determining the sample frame - Where can I find the most complete list possible to be used to select people for a sample?
3. Select the sampling procedure - Which random or non-random sampling procedure is best suited for the purpose of the study?
4. Determine the sample size

Question 24

Probability sampling

Answer 24

Random selection of persons

Question 25

Non-probability sampling

Answer 25

Selection of people
based on a non-random
process

Question 26

Simple random sampling

Answer 26

Randomized selection of respondents by
random generator, drawing from a bowl or
other methods

Question 27

Systematic random sampling

Answer 27

e.g. every 10th visitor

to a store)

Question 28

Cluster sampling

Answer 28

Randomized selection of groups that have

representative composition

Question 29

Stratified sampling

Answer 29

Probability sampling of various
groups within the population (e.g.
diabetes type I versus II)

Question 30

Snowball

sampling

Answer 30

After completion of the interview, the
respondent is asked to name other people
within a small, specialized population

Question 31

Quota

sampling

Answer 31

Intentional selection of respondents so that
quotas for specific criteria (e.g. gender, age,
income) that correspond to the population
are met

Question 32

Convenience

sampling

Answer 32

Selection of respondents who can be
reached quickly and at low cost (e.g.
students, colleagues)