Business Administration > STUDY GUIDE > Columbia Southern UniversityMBA 5652Completed Final Exam Study Guide (All)

Columbia Southern UniversityMBA 5652Completed Final Exam Study Guide

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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 [Show More]

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