QUESTION 30

1. A marketing researcher subcontracts the data collection process to a field services firm. After the data is collected, the researcher reviews the completed questionnaires and finds a large number of mistakes. In many cases skip patterns were not followed, and difficult questions were often skipped. The researcher contacts several of the interviewers and finds that they received little, and in some cases, no training or supervision on how to administer the survey. What kind of error is evident here?

   		processing error
   		interviewer error (bias)
   		surrogate information error
   		measurement instrument bias
   		none of the above

2 points

QUESTION 31

1. An example of nominal scale data would be which of the following?

   		preference data
   		index numbers
   		gender of the respondent
   		un
   		none of the above

2. A marketing researcher subcontracts the data collection process to a field services firm. After the data is collected, the researcher reviews the completed questionnaires and finds a large number of mistakes. In many cases skip patterns were not followed, and difficult questions were often skipped. The researcher contacts several of the interviewers and finds that they received little, and in some cases, no training or supervision on how to administer the survey. What kind of error is evident here?

   		processing error
   		interviewer error (bias)
   		surrogate information error
   		measurement instrument bias
   		none of the above

3. 2 points

   QUESTION 31

4. An example of nominal scale data would be which of the following?

   		preference data
   		index numbers
   		gender of the respondent
   		unit sales
   		none of the above

5. 2 points

   QUESTION 32

6. Quality grades such as "good," "better," and "best" represent which of the following levels of measurement?

   		nominal
   		ordinal
   		interval
   		ratio
   		none of the above