Students in marketing class have been asked to conduct a survey to determine whether or not there
Question:
Students in marketing class have been asked to conduct a survey to determine whether or not there is demand for an insurance program at a local college. The Students decided to randomly select students from the local college and mail them a questionnare regarding the insurance program. Of the 150 questionnaire that were mailed, 50 students responded to the following survey item: Pick the Category which best describes your interest in an insurance program. DataSet2 for question 6 shows the responses. Use this data to answer the following question.
a) What type of bias may be present in the response?
b) Is 50% a reasonable estimate of the proportion of all students who would be very interested in an insurance program at a local college? Explain.
c) Is 50% a reasonable estimate of the proportion of all business majors who would be very interested in an insurance program at a local college? Explain.
d) What strategies do you think the marketing students could have used in order to get a less biased response to their survey?
e) Suppose the program was created and only a few people registered. How could the survey question have been reworded to better predict the actual enrollment?
Basic Marketing Research
ISBN: 978-1133188544
8th edition
Authors: Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill