Question

2. A&E was conducting a research study for the CDC on condom usage in which they were asking men and women about the frequency with which they practice safe sex. Results show that 87% of the 500 individuals sampled practice safe sex. What error might have occurred in this study? 3. Coca-Cola recently completed a taste test that compares Coke to Pepsi as well as examines individual's views towards the image of Coke. An employee from Coke administered this taste test and interviewed each respondent. During the interview the respondent was asked questions on their personal image of Coke as well as several demographic questions such as their age and income. What possible error(s) might have occurred in this study? 4. A large furniture store located in a city in the southwestern United States was interested in determining how households living in and around the city viewed the image of the store. Store managers hired a local market research company to collect data. The researchers drew a systematic sample of 2,500 names from the local telephone directory and set out to conduct telephone interviews. At the conclusion of the data collection phase of the project, the researchers recorded 1,223 completed interviews, 598 not-at-homes, 427 refusals, and 252 nonworking telephone numbers. Calculate the response rate on the project.

Answer 1

2. In this case, the survey result may be prone to sampling frame error which is caused by non-presence of homogeneity in the population being studied and sampled, for example, let the ratio of men:women in the population be 1:1, now if among the actual 500 respondents 300 are women and 200 are men then the sample is not representative of the population be studied and hence prone to error.

3.

In this case the survey is prone to selection error which is error for sample selected by a non-probability method. This might occur because the interviewer is more prone to interview those respondents who want to be surveyed and thus provide a biased view of the product.

4. The response rate of the project can be calculated as :-

= no of completed interviews/ summation of no of completed intrview, no of refusal & no of not-at-homes.

= 1223 / ( 1223 + 427 + 598 )

= 0.54

= 54% response rate

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