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business
business communication

Questions and Answers of Business Communication

Give an example of each type of error listed inExhibit.
In a survey, chief executive officers (CEOs) indicated that they would prefer to relocate their businesses to Atlanta (first choice), San Diego, Tampa, Los Angeles, or Boston. The CEOs who said they
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
A researcher investigating public health issues goes into a junior high school classroom and asks the students if they have ever smoked a cigarette. The students are asked to respond orally in the
A survey conducted by the National Endowment for the Arts asked, “Have you read a book within the last year?” What response bias might arise from this question?
Name some common objectives of cross-sectional surveys.
Give an example of a political situation in which longitudinal research might be useful. Name some common objectives for a longitudinal study in a business situation.
What are the advantages and disadvantages of using consumer panels?
Suppose you are the research director for your state’s tourism bureau. Assess the state’s information needs, and identify the information you will collect in a survey of tourists who visit your
1. What survey objectives would ACT have in asking colleges how they use its essay test? What objectives would Kaplan have for its survey research?2. If you were a marketer for the College Board (the
1. What type of custom survey research projects might Walker Market Research and Analysis conduct for its clients?2. What stages are involved in conducting a survey? For which stages might a client
’NET Go to Survey Monkey (www.surveymonkey.com). Then, visit www.mysurvey.com. What is the difference between the two Web sites in terms of the services they provide to users?
Ask a small sample of students at your university to report their GPA. Then, try to find the average GPA of students at your school. If you have to, ask several professors to give their opinion. Does
What type of communication medium would you use to conduct the following surveys? Why?a. Survey of the buying motives of industrial engineersb. Survey of the satisfaction levels of hourly support
A publisher offers college professors one of four best-selling mass-market books as an incentive for filling out a 10-page mail questionnaire about a new textbook. What advantages and disadvantages
“Individuals are less willing to cooperate with surveys today than they were 50 years ago.” Comment on this statement.
What do you think should be the maximum length of a self-administered e-mail questionnaire?
Do most surveys use a single communication mode (for example, the telephone), as most textbooks suggest?
A survey researcher reports that “205 usable questionnaires out of 942 questionnaires delivered in our mail survey converts to a 21.7 percent response rate.” What are the subtle implications of
Evaluate the following survey designs:a. A researcher suggests mailing a small safe (a metal file box with a built-in lock) without the lock combination to respondents, with a note explaining that
What type of research studies lend themselves to the use of e-mail for survey research? What are the advantages and disadvantages of using e-mail?
Comment on the ethics of the following situations:a. A political action committee conducts a survey about its cause. At the end of the questionnaire, it includes a request for a donation.b. A
How might the business research industry take action to ensure that the public believes that telephone surveys and door-to-door interviews are legitimate activities and that firms that misrepresent
Why is the mobile phone likely to be an ineffective way of reaching potential respondents in America?
The American Testing Institute (also known as the U.S. Testing Authority) mails respondents what it calls a “television” survey. A questionnaire is sent to respondents, who are asked to complete
1. Was an online survey the best medium for a poll on this subject? What were some pros and cons of conducting this poll online?2. How might the results have differed if this poll had been conducted
1. What business research problem does Royal Barton face? What are his information needs? Outline some survey research objectives for a research project on the Royal Bee system.2. What type of
Yogi Berra, former New York Yankee catcher, said, “You can observe a lot just by watching.” How does this fit in with the definition of scientific observation?
What are the advantages and disadvantages of observation studies relative to surveys?
Under what conditions are observation studies most appropriate?
The chapter showed a photograph of a traffic monitoring camera. Do you think the use of these cameras to issue speeding tickets is ethical? What types of behavior might cameras like these capture
A multinational fast-food corporation plans to locate a restaurant in La Paz, Bolivia. Secondary data for this city are sketchy and outdated. How might you determine the best location using
Discuss how an observation study might be combined with a personal interview.
’NET Click-through rates for advertisements placed in Web sites are usually very, very low (less than 1 percent). What types of error might exist in using click-through rate data as a measure of an
Outline a research design using observation for each of the following situations:a. A bank wishes to collect data on the number of customer services and the frequency of customer use of these
What is a scanner-based consumer panel?
Comment on the ethics of the following situations:a. During the course of telephone calls to investors, a stockbroker records respondents’ voices when they are answering sensitive investment
What is a psychogalvanometer?
’NET The Internet is filled with Webcams. For example, Pebble Beach Golf Club has several Webcams (www .pebblebeach.com). How could a researcher use Webcams like these to collect behavioral data?
1. What could Mazda learn from eye-tracking software that would be difficult to learn from other observational methods?2. What are the shortcomings of this method?3. Along with the eye-tracking
1. Identify the research design used by E-Lab.2. Compare this research design with a survey research design. What advantages, if any, did this research design have over a survey?E-Lab, LLC is a
Define experimental condition, experimental treatment, and experimental group. How are these related to the implementation of a valid manipulation?
A tissue manufacturer that has the fourth-largest market share plans to experiment with a 50¢ off coupon during November and a buy one, get one free coupon during December. The experiment will take
What is the difference between a main effect and an interaction in an experiment? In question 2, what will create a main effect? Is an interaction possible?
In what ways might the design in question 2 yield systematic or nonsampling error?
What purpose does the random assignment of subjects serve?
Why is an experimental confound so damaging to the conclusions drawn from an experiment?
What are demand characteristics? How can they be minimized?
Suppose researchers were experimenting with how much more satisfied consumers are with a “new and improved” version of some existing product. How might the researchers design a placebo within an
If a company wanted to know whether to implement a new management training program based on how much it would improve ROI in its southwest division, would you recommend a field or lab experiment?
NET Suppose you wanted to test the effect of three different e-mail requests inviting people to participate in a survey posted on the Internet. One simply contained a hyperlink with no explanation,
What is a manipulation check? How does it relate to internal validity?
What role does debriefing play in ensuring that experimental procedures are consistent with good ethical practice?
Consider the following scenario:Sea Snapper brand gourmet frozen fish products claimed in advertising that their fish sticks are preferred more than two to one over the most popular brand, Captain
1. Would a lab experiment or a field experiment be more “valid” in determining whether Tooheys could cause a normal beer consumer to become intoxicated? Explain.2. Describe an alternate research
What is the difference between a concept and a construct?
Describe, compare, and contrast the four different levels of scale measurement.
How is it that business researchers can justify treating a seven-point Likert scale as interval?
What are the components of construct validity? Describe each.
How can a researcher assess the reliability and validity of a multi-item composite scale?
Indicate whether the following measures use a nominal, ordinal, interval, or ratio scale:a. Prices on the stock marketb. Marital status, classified as “married” or “never married”c. A yes/no
Go to the library and find out how Sales and Marketing Management magazine constructs its buying-power index.
Define each of the following concepts, and then operationally define each one by providing correspondence rules between the definition and the scale:a. A good bowlerb. The television audience for The
’NET Use the ACSI scores found at www.theacsi.org to respond to this question. Using the most recent two years of data, test the following two hypotheses:a. American consumers are more satisfied
1. How comparable are the two different methods? In what ways are they similar? In what ways are they different?2. What are the positive and negative aspects of each approach that Shocker should
What is an attitude? Is there a consensus concerning its definition?
Distinguish between rating and ranking. Which is a better attitude measurement technique? Why?
Assume the researcher wanted to create a summated scale indicating a respondent’s attitude toward the trucking industry. What would the result be for the respondent whose response is as indicated
How would you perform reverse recoding using statistical software like SAS or SPSS?
What advantages do numerical scales have over semantic differential scales?
Identify the issues a researcher should consider when choosing a measurement scale.
Should a Likert scale ever be treated as though it had ordinal properties?
In each of the following, identify the type of scale and evaluate it:a. A U.S. representativeâ€™s questionnaire sent to constituents:Do you favor or oppose the Fair Tax Proposal?b. How favorable
What is the difference between a measured variable and a latent construct?
If a Likert summated scale has ten scale items, do all ten items have to be phrased as either positive or negative statements, or can the scale contain a mix of positive and negative statements?
If a semantic differential has ten scale items, should all the positive adjectives be on the right and all the negative adjectives on the left?
A researcher thinks many respondents will answer “don’t know” or “can’t say” if these options are printed on an attitude scale along with categories indicating level of agreement. The
’NET SRI International investigates U.S. consumers by asking questions about their attitudes and values. It has a Web site so people can VALS-type themselves. To find out your VALS type, go to
A researcher wishes to compare two hotels on the following attributes:Convenience of locationFriendly personnelValue for moneya. Design a Likert scale to accomplish this task.b. Design a semantic
1. Evaluate the rating scale used for the question in this survey. Is it balanced? Are the category labels clear? Is the number of categories appropriate?2. Suggest three ways that Roeder-Johnson
1. What type of attitude scale appears in the case study?2. Evaluate the list of statements. Do the statements appear to measure a single concept?3. What do they appear to be measuring?A marketing
What is the difference between a leading question and a loaded question?
Evaluate the layout of the filter question that follows:Are you employed either full time or parttime?
Develop a checklist of things to consider in questionnaire construction.
It has been said that surveys show that consumers hate advertising, but like specific ads. Comment.
A client tells a researcher that she wants a questionnaire that evaluates the importance of 30 product characteristics and rates her brand and 10 competing brands on these characteristics. The
1. Evaluate the questionnaire. Can you suggest any improvements?2. Will this survey meet its objectives? Explain.At the U.S. Department of Health and Human Services, the Agency for Healthcare
1. Critically evaluate the questionnaire.2. Will Canterbury Travels gain the information it needs from this survey?Hometown, located in the north central United States, had a population of about
1. What is the typical process for developing questionnaires for markets where consumers speak a language other than English?2. Find someone who speaks Spanish and have him or her back translate the
1. What is the typical process for developing questionnaires for markets where consumers speak a different language?2. Find someone who speaks German and have him or her back translate the questions
If you decide whether you want to see a new movie or television program on the basis of the “coming attractions” or television commercial previews, are you using a sampling technique? A
Name some possible sampling frames for the following:a. Electrical contractorsb. Tennis playersc. Dog ownersd. Foreign-car ownerse. Wig and hair goods retailersf. Minority-owned businessesg. Men over
Describe the difference between a probability sample and a nonprobability sample.
In what types of situations is conducting a census more appropriate than sampling? When is sampling more appropriate than taking a census?
Comment on the following sampling designs:a. A citizen’s group interested in generating public and financial support for a new university basketball arena prints a questionnaire in area newspapers.
When would a researcher use a judgment, or purposive, sample?
If researchers know that consumers in various geographic regions respond quite differently to a product category, such as tomato sauce, is area sampling appropriate? Why or why not?
What are the benefits of stratified sampling?
Researcher often are particularly interested in the subset of a market that contributes most to sales (for example, heavy beer drinkers or large-volume retailers). What type of sampling might be best
Outline the step-by-step procedure you would use to select the following:a. A simple random sample of 150 students at your universityb. A quota sample of 50 light users and 50 heavy users of beer in

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