Chapter 7 Review Questions

What potential sources of error might be associated with the following

situations?

a. In a survey of frequent fliers age 50 and older, researchers concluded

that price does not play a significant role in airline travel because only
25 percent of the respondents check off price as the most important
consideration in determining where and how they travel, while 35
percent rated price as unimportant.

b. A survey of voters finds that most respondents do not like negative

political ads—that is, advertising by one political candidate that
criticizes or exposes secrets about the opponent’s “dirty laundry.”

c. A survey of MySpace users ranks Macbooks as far superior to other

PCs for business applications.

d. Researchers who must conduct a 45-minute personal interview decide

that they will offer $10 to each respondent because they believe that
people who will sell their opinions are more typical than someone who
will talk to a stranger for 45 minutes.

e. A company’s sales representatives are asked what percentage of the

time they spend making presentations to prospects, traveling, talking
on the telephone, participating in meetings, working on the computer,
and engaging in other on-the-job activities.

f. A health insurance company obtains a 75 percent response rate from a

sample of college students contacted by mobile-phone in a study of
attitudes toward life insurance.

g. A sample of 14-year-old school children is asked if they have ever

smoked a cigarette. The students are asked to respond orally in the
presence of other students.

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