Group+1+-+Chapter+7


 * Chapter 7 **

Question 5 **What potential sources of error might be associated with the following situations?**

· Two errors can occurred in this event. The first error is Random Sampling Error. Random Sampling Error occurs when a small sample size of the population is taken which does not represent the entire population. “In a survey of frequent fliers age fifty and older researchers concluded that price does not play a significant role in airline travel.” This means that respondents of the survey are those ages fifty and older. We can not conclude that price does not play a significant role in airline travel because our survey only represents those who are ages fifty and older. Those that are fourty nine and under who travel by air may represent a larger population and may however care about price. As a result, we cannot conclude that price “does not play a significant role in airline travel” because the respondents of the survey represent only those that are fifty and older, and not the entire population who travel by air. · Systematic Error is the second error. Systematic Error is a result of some imperfect aspect of the research design or from a mistake in the execution of the research. In this case, there was apparently a mistake in the execution of the research. Instead of surveying people who are fifty or older to get a sense if price has an influence, the survey should have included all those who fly. By including everyone who flies on the airline, researchers will know more specifically with detail if price really does have an impact because the respondents represent a full scale of those individuals who fly.
 * Q.** In a survey of frequent fliers age fifty and older, researchers concluded 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, while 35 percent rate price as being unimportant.

· Administrative Error is error caused by the improper administration or execution of the research task. Administrative errors are caused by carelessness, confusion, neglect, omission, or some other blunder. Four types of error are **data-processing error, sample selection error, interviewer error, and interviewer cheating.** · The most likely error to occur is **Data-Processing Error**. Data-processing error is a category of administrative error that occurs because of incorrect data entry, incorrect computer programming, or other procedural errors during data analysis. Processing data by computer like any arithmetic or procedural process is subject to error because data must be edited, coded, and entered into the computer by people. The accuracy of data processed by computer depends on correct data entry and programming. If voters enter the wrong data or have difficult time entering in their opinions, the results of the voters responses may come out incorrect thus causing an error of the voter’s real opinion.
 * Q.** A survey of voters finds that most respondents do not like negative political ads – that is, advertising by one political candidate that criticizes or exposes secrets about the opponent’s “dirty laundry.”

· The second most likely error is **Sample Selection Error**. If an administration sets up voting polls where only certain people reach, a systematic error can occur because not everyone will be able to vote and the result collected may only represent a few rather than the entire province or state who is involved in the election. · The least likely error to occur is **Interviewer Cheating**. Interviewer cheating occurs when an interviewer falsifies entire questionnaires or fills answers to questions that have been intentionally skipped. Some interviewers cheat to finish an interview as quickly as possible or to avoid questions about sensitive topics. If interviewers are suspected of faking questionnaires, they should be told that a small percentage of respondents will be called back to confirm whether the initial interview was actually conducted. This practice should discourage interviewers from cheating. The term curb-stoning is sometimes used to refer to interviewers filling in responses for respondents that do not really exist.

· Acquiescence Bias can occur which is the root cause of the Respondent Error. Acquiescence Bias is the tendency for the respondent to agree with all or most questions asked of them. Because each respondent is receiving ten dollars as an incentive, respondents may give favourable answers in which they would not have otherwise. This may distort their real answer from the true answer in which they initially would have given; and as a result, can lead to an error.
 * Q.** Researchers who must conduct a 45-minute personal interview decide to offer $10 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 45 minutes.

· Two errors can occur. The first error is Systematic Error. Systematic Error results from some imperfect aspects of the research design or from a mistake in the execution of the research. Because the researcher can not control how the respondent executes her/his procedure at home, it is hard for the researcher to know if the respondent has executed the procedure correctly. The results provided from the respondent may be incorrect thus producing an error when recorded by the researcher. · The second error that can occur is Nonresponse error. Nonresponse error is a result of those respondents who fail to respond. This can be due to the respondents lack of knowledge, motivation to cooperate, or simply too busy to respond. The problem with this is that if you get a 1% response rate from the 100 survey’s you sent out, your information is only as good as that one person who sent back the survey, which can be an inaccurate representation of those who did not respond thus causing an error. · Researchers typically assume that, the 1% response rate is a representation of those respondents who did not respond. This is where an error will occur. Because researchers have no choice but to believe that 1% response is a representation of the consumers that did not respond, the true results, if every participant (100%) responded back - may show a different result than just that one individual. And it would be false to assume that the 1% of the respondents, who did respond back, is a true representation of the entire population in which the survey was sent to.
 * Q.** A survey comes with a Water Hardness Packet to test the hardness of the water in a respondent’s home. The packet includes a colour chart and a plastic strip to dip into hot water. The respondent is given instructions in six steps on how to compare the colour of the plastic strip with the colour chart that indicates water hardness.

13. Comment on the ethics of the following situations:**
 * Question 13


 * a. A researcher plans to use invisible ink to code questionnaires to identify respondents in a distributor survey.**

Respondent has right to privacy, and people believe the collection and distribution of personal information without their knowledge is a serious violation of their privacy. In this cast, the researcher plans to use invisible ink to code questionnaires to identify respondents. This practice is certainly unethical. The research has the obligation to maintain respondent’s privacy.


 * b. A political action committee conducts a survey about its cause. At the end of the questionnaire, it includes a request for a donation.**

The purpose of research should be research, not mixing sales and research. Consumers sometimes agree to participate in an interview that is purported to be pure research, but it eventually becomes obvious that the interview is really a sales pitch in disguise. In this case, it request for donation. Applied market researchers working for sponsoring company should also avoid overtly mixing research and sales.


 * c. A telephone interviewer calls at 1 p.m. on Sunday and asks the person who answers the phone to take part in an interview.**

This is unethical, because Sunday is traditional day off for everyone, people should be able to relax.


 * d. An industrial marketer wishes to survey its own distributors. It invents the name “Mountain Sates Marketing Research” and sends out a mail questionnaire under its name.**

Respondents have right to be informed about the purpose of the research. The industrial marketer made up a research company name and created questionnaires. The respondents have no clue who the market researchers are.


 * e. A questionnaire is printed on the back of a warranty card included inside the package of a food processor. The questionnaire includes a number of questions about shopping behaviour, demographics, and customer lifestyle. At the bottom of the warranty card is a short note in small print that says “Thank you for completing this questionnaire. Your answers will be used for marketing studies and to help us serve you better in the future. You will also benefit by receiving important mailing and special offers from a number of organizations whose products and services relate you enjoy participating on a regular basis. Please indicate if there is some reason you would prefer not to receive this information.”**

When someone willingly consents to participate actively, it is generally expected that he or she will provide truthful answers. Honest cooperation is the main obligation of the research participant. The subject has the right to expect confidentiality. In this case, if respondents mail out the questionnaires they will get special offers from organizations whose product and services relate you enjoy participating on a regular basis. Therefore, the research company may be unethical if they share the respondents’ answers or personal information with these organizations.

**16. Go to the Pew Internet and American Life page at http://www.pewinternet.org. Several reports based on survey research will be listed. Select one of the reports. What were the research objectives? What were the first three questions on the survey?**

The report I chose was Teen Gaming and Civic Engagement.

This report seeks to discover about teens and gaming (the types they play, how often they play them, the platforms they play on, and who they play with) as well as questions about teens and involvement in civic activities. Teen Interview
 * K1a ** Do you use the internet, at least occasionally?
 * K1b ** Do you send or receive email, at least occasionally?
 * K2 ** Overall, how often do you use the internet — several times a day, about once a day, 3-5 days a week, 1-2 days a week, every few weeks, or less often?