MRA Data Collection & Sampling 3 — Questions and Answers
Question 1: When designing a questionnaire, a question like 'Don't you agree that our product quality is excellent?' is an example of:
- Double-barreled question
- Leading question (Correct answer)
- Loaded question
- Ambiguous question
Correct answer: Leading question
A leading question steers respondents toward a particular answer through its phrasing, compromising the objectivity of the data.
Question 2: Which sampling approach is most appropriate when the researcher needs to ensure representation of rare subgroups that would be underrepresented in a simple random sample?
- Convenience sampling
- Stratified oversampling (Correct answer)
- Snowball sampling
- Systematic sampling
Correct answer: Stratified oversampling
Stratified oversampling deliberately selects more respondents from rare subgroups than their proportion warrants, ensuring sufficient data for subgroup analysis.
Question 3: A researcher collects transaction records from a retailer's database without any interaction with customers. This is an example of:
- Primary quantitative data via observation
- Secondary data (Correct answer)
- Passive data collection
- Administrative data
Correct answer: Secondary data
Secondary data is information that was originally collected for another purpose and is being reused for the current research.
Question 4: What does 'coverage error' refer to in survey methodology?
- The gap between the survey sample size and the required sample size
- The discrepancy between the target population and the sampling frame (Correct answer)
- Errors introduced by interviewers during data collection
- Mistakes made when coding open-ended responses
Correct answer: The discrepancy between the target population and the sampling frame
Coverage error occurs when the sampling frame does not perfectly represent the target population, leaving some members with no chance of selection.
Question 5: In focus group research, what is the primary role of a moderator guide?
- To provide a word-for-word script the moderator reads aloud
- To outline topics and probes while allowing flexible exploration of emerging themes (Correct answer)
- To specify the exact order and timing of all questions
- To document participant responses during the session
Correct answer: To outline topics and probes while allowing flexible exploration of emerging themes
A moderator guide structures the discussion with key topics and probing questions while allowing the moderator flexibility to explore relevant themes as they arise.
Question 6: Which of the following best describes 'random digit dialing' (RDD) as a sampling method?
- Selecting phone numbers from a published directory at random intervals
- Generating phone numbers randomly to reach households without listed numbers (Correct answer)
- Dialing numbers in alphabetical order from a customer list
- Using predictive dialing software to maximize call efficiency
Correct answer: Generating phone numbers randomly to reach households without listed numbers
RDD generates phone numbers randomly, allowing researchers to reach both listed and unlisted households, improving coverage of the general population.
Question 7: A researcher asks respondents to rate their agreement with 10 statements, each on a 5-point scale. After analysis, the researcher finds responses are highly correlated and all measure a single underlying construct. This demonstrates:
- Test-retest reliability
- Scale dimensionality suggesting the items form a single construct (Correct answer)
- Convergent validity
- Internal consistency only with Cronbach's alpha below 0.7
Correct answer: Scale dimensionality suggesting the items form a single construct
When multiple items correlate strongly and appear to measure one underlying construct, factor analysis or similar techniques reveal the scale's dimensionality.
MRA Data Collection & Sampling 3
When designing a questionnaire, a question like 'Don't you agree that our product quality is excellent?' is an example of: