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The idea that customers who are disappointed with the quality of the food they were served at a restaurant are more likely to fill out a customer satisfaction survey is called self-selection bias. True False.

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    Presentation Transcript
    1. The idea that customers who are disappointed with the quality of the food they were served at a restaurant are more likely to fill out a customer satisfaction survey is called self-selection bias. • True • False

    2. When respondents have a tendency to use “extreme answers” to survey questions (e.g. answering every question as “Strongly Disagree”), this is called extremity bias. • True • False

    3. When a research study has been designed properly, but a researcher makes a mistake in conducting the study by not following the design, we say that administrative error has occurred. • True • False

    4. Sample selection error is a type of administrative error. • True • False

    5. When an interviewer “summarizes” a respondent’s answer instead of recording it verbatim, we way that interviewer error has occurred. • True • False

    6. When an interviewer “makes up” answers to several interview questions because she failed to ask them during the interview, we say that interviewer cheating has occurred. • True • False

    7. When a respondent is asked to check whether he owns or rents his place of residence, this is an example of an unstructured question. • True • False

    8. When an interviewer asks a respondent: “Why did you like that movie?” this is an example of a structured q • True • False

    9. A straightforward question whose meaning is clear to the respondent is called an undisguised question. • True • False

    10. An indirect question that tries to hide the purpose of the study from the respondent is called an undisguised question. • True • False

    11. A group of consumers who record their supermarket shopping behavior in diaries over a long time period is called a(n): • Consumer panel. • Pilot study. • Random sampling study. • Biased panel.

    12. All of the following are examples of response bias EXCEPT: • Social desirability bias. • Self-selection bias. • Extremity bias. • Interviewer bias.

    13. A person who answers “No” to the question: “Would you be willing to answer a few questions for a research study?”, when asked this question by a researcher in a shopping mall, is an exa • A “no contact.” • Sampling error. • A refusal. • Administrative error.

    14. When a respondent inflates his income considerably in a personal interview in order to try to impress the interviewer, this is an example of: • Interviewer bias. • Auspices bias. • Social desirability bias. • Data processing bias.

    15. When a shopper in a mall refuses to stop to answer a survey, this is an example of: • A nonresponse. • Random sampling error. • Systematic error. • Unsystematic error.

    16. When a passenger on Northwest Airlines fills out a survey to complain that he was not served the vegetarian meal that he ordered, this is an example of: • Random sampling error. • Administrative error. • Self-selection bias. • Auspices bias.

    17. When a respondent who is in favor of handgun control eagerly fills out a survey sent to him by the National Gun Control Association, this is an example of: • Random sampling error. • Administrative error. • Self-selection bias. • Auspices bias.

    18. When an interviewee who is unemployed tells an interviewer that he is a manager at a local insurance company because he is too embarrassed to admit that he does not have a job, this is an example of: • Random sampling error. • Administrative error. • Deliberate falsification. • Auspices bias.

    19. When a respondent answers: “About two months ago” when asked when he has last attended a concert by the St. Louis Symphony (when, in fact, he has remembered the time frame incorrectly), this is an example of: • Random sampling error. • Administrative error. • Deliberate falsification. • Unconscious misrepresentation.

    20. When an interviewee doubles his actual income in order to try to impress the interviewer, this is an example of: • Auspices bias. • Acquiescence bias. • Administrative bias. • Interviewer bias.

    21. When an interviewee tells the interviewer that he holds a Masters degree in Business when he never went to graduate school, this is an example of: • Random sampling error. • Social desirability bias. • Administrative error. • Interviewer cheating.

    22. When a researcher uses a trade association membership list that is two years old as a sampling frame and it does not contain the members who have joined in the past two years, this is an example of: • Acquiescence bias. • Systematic error. • Social desirability bias. • Auspices bias.

    23. When an interviewer asks a respondent to indicate in which of five income categories his salary last year was located, this is an example of: • A structured question. • A disguised question. • An unstructured question. • An auspices question.

    24. When an interviewer asks a respondent: “Why do you shop at The Galleria?” this is an exa • A disguised question. • An unstructured question. • An auspices question. • A structured question.

    25. If Toyota is interested in tracking the overall improvement of quality, you would suggest that they conduct: • A cross sectional survey • A pilot study • An exploratory study • Longitudinal research