Question

What potential sources of error listed in Exhibit 7.1 might be associated with the following situations?
a. In an Internet survey of frequent fliers age 50 and older, researchers conclude 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, whereas 35 percent rate price as being unimportant. Management decides prices can be increased with little loss in business.
b. A telephone survey of big city 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.”Researchers conclude that negative advertising should not be used.
c. A survey accessed through Instagram produces results ranking Apple Macbooks as far superior to other PCs for business applications. A retailer decides to reduce inventory of PCs other than Macbooks.
d. Researchers who must conduct a 45-minute personal interview offer $175 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 free for 45 minutes. Management uses the results to adjust their services offering.
e. A company’s sales representatives are asked what percentage of the time they spend traveling, talking on the telephone, participating in meetings, working on the computer, in training and filling out reports for management. The survey is conducted via the company’s email network. Management concludes that sales reps are not spending enough time performing selling in the field.
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. Survey respondents received a code for a free meal from Canes. The company is concerned that consumers are less interested in life insurance these days.


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  • CreatedJune 16, 2015
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