Final Exam Study Guide
CHAPTER 9
1. Define surveys and describe the type of information that may be gathered in a
survey. A research technique in which a sample is interviewed in some form or
the behavior of responde
...
Final Exam Study Guide
CHAPTER 9
1. Define surveys and describe the type of information that may be gathered in a
survey. A research technique in which a sample is interviewed in some form or
the behavior of respondents is observed and described in some way. Info. that
may be gathered varies considerably depending on its objectives. Typically
surveys attempt to describe what is happening or to learn the reasons for a
particular business activity. Pg. 186
2. Explain the advantages of surveys. They provide a quick, inexpensive,
efficient, and accurate means of assessing info. about a population. They are
flexible and when properly conducted extremely valuable. Pg. 187
3. Name and describe the types of response bias. Response bias occurs when
respondents tend to answer questions with a certain slant. Sometimes its
deliberate and other times unconscious. Type of response bias: acquiescence
bias (respondents agree with all or most questions), extremity bias
(individuals tend to use extremes when answering), interviewer bias (occurs
b/c the presence of the interviewer influences respondents’ answers, social
desirability bias (respondents conscious or unconsciously want to gain
prestige or appear in a different social role. Pg. 192
4. Compare and contrast cross-sectional studies and longitudinal studies. Crosssectional: study in which various segments of a population are sampled and
data are collected at a single moment in time. Longitudinal Study: a survey
of respondents at different times, thus allowing analysis of response continuity
and changes over time. Pg. 196
5. Discuss the stages in the total quality management process and the
importance of survey research at each stage
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