Part $1$: Ch$.5$

Watch the two attached videos titled "Focus group $1"$ and "Focus group $2"$ and answer the following questions.

$1.$ Are the women sensitive to the price of the shoes? Base your answer on evidence in video $\backslash$#$2.$

$2.$ What do the women consider most when they bought the shoes they wear? Base your answer on evidence in video $\backslash$#$2.$

$3.$ What are the most important characteristics of a good focus group moderator?

Note: If you have trouble opening the two focus group videos on D$2$L$,$ you can find them on my Gmail drive too.

Part $2$: Ch$.7$

What potential sources of error listed in Exhibit $7\mathrm{.}1$ might be associated with the following situations?

$1.$ In an Internet survey of frequent fliers aged $50$ 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.

$2.$ A telephone survey of urban voters finds that most respondents express high dislike of 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.

$3.$ A survey accessed through Instagram produces results ranking Apple iPads as far superior to MS Surface for business applications. A retailer decides to reduce inventory of tablets other than iPads.

$4.$ Researchers who must conduct a $45-$minute personal interview offer $\backslash (\backslash$$ $175\backslash )$ 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.

$5.$ A company's sales representatives are asked what percentage of the time they spend traveling, on Facebook, on Instagram participating in meetings, in training, and filling out reports for management. The survey is conducted via the company's e$-$mail network. Management concludes that sales reps are not spending enough time performing selling activities in the field.

$6.$ 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 Raising Canes Chicken Restaurant. The company is concerned that consumers are less interested in life insurance these days. and how they travel, whereas $35$ percent rate price as being unimportant. Management decides prices can be increased with little loss in business.

$2.$ A telephone survey of urban voters finds that most respondents express high dislike of 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.

$3.$ A survey accessed through Instagram produces results ranking Apple iPads as far superior to MS Surface for business applications. A retailer decides to reduce inventory of tablets other than iPads.

$4.$ Researchers who must conduct a $45-$minute personal interview offer $\backslash (\backslash$$ $175\backslash )$ 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.

$5.$ A company's sales representatives are asked what percentage of the time they spend traveling, on Facebook, on Instagram participating in meetings, in training, and filling out reports for management. The survey is conducted via the company's e$-$mail network. Management concludes that sales reps are not spending enough time performing selling activities in the field.

$6.$ 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 Raising Canes Chicken Restaurant. The company is concerned that consumers are less interested in life insurance these days.

Exhibit $7\mathrm{.}1$ Sources of Survey Error that Make the Results Miss the Target