MKT 604 Marketing Research
Chapter 9 Activity Assignment
Answer the questions below in the space provided. Once you have answered all the questions, save this document as “Chapter 9 Activity Assignment – (INSERT YOUR NAME)” and submit this document on Blackboard. THIS ASSIGNMENT IS DUE MONDAY, OCTOBER 30.
Before beginning this assignment, review Chapter 9 of the text.
Match the bias to its most appropriate example. A
Jared is sick of receiving surveys from his cell phone company, so even though he is satisfied with the service, he rates all survey questions low. B
Ahmed receives a phone call to participate in a survey, but he is in the middle of eating dinner so he tells the interviewer he doesn’t want to participate. C
Lisa is filling out a survey about purchasing habits. When it comes to the tobacco section, she selects that she makes those purchases “once a month” instead of “once a week” — the amount she actually purchases tobacco products. She doesn’t want anyone knowing she purchases tobacco that often. D
Normally, Gloria doesn’t take surveys, but after her bad experience at the drive-thru at a local fast food joint, she visits the web link on the back of her receipt to give a piece of her mind. E
Jody’s survey invitation was caught in her spam box and she never saw it.
F
Jack’s boss has asked him to fill out a survey left from the copy machine vendor. It has been sitting on his desk for weeks, so he quickly fills in the response options without giving the questions much thought just to get it off his plate.
G
If Janet feels satisfied, she always gives the highest score possible. If she’s dissatisfied, she always gives the lowest score possible. H
Cody is being surveyed over the phone about his doctor’s office visit. He didn’t care for the long wait times, but when he’s asked about the waiting room experience, he rates it high because the interviewer is so nice he doesn’t want to upset her.
A. Self-selection bias: D
B.
Extremity bias: G
C.
Deliberate falsification: A
D.
Refusals: B
E.
Interviewer bias: H
F.
Social desirability bias: C
G.
Non-contacts: E
H.
Lazy respondents: F
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