MRA Data Collection & Survey Methods 2 — Questions and Answers
Question 1: Which sampling technique divides a population into non-overlapping subgroups and then randomly selects entire groups rather than individuals?
- Stratified sampling
- Cluster sampling (Correct answer)
- Systematic sampling
- Quota sampling
Correct answer: Cluster sampling
Cluster sampling selects entire naturally occurring groups (clusters) at random, making it cost-effective when the population is geographically dispersed.
Question 2: A researcher places an online survey link on a popular website and collects responses from whoever chooses to participate. This is an example of:
- Stratified random sampling
- Systematic sampling
- Self-selection bias (Correct answer)
- Snowball sampling
Correct answer: Self-selection bias
Self-selection bias occurs when respondents voluntarily opt in, meaning those who respond may differ systematically from those who do not.
Question 3: In survey design, a 'double-barreled' question is problematic because:
- It asks about two topics simultaneously, making it impossible to interpret the response (Correct answer)
- It uses negative wording that confuses respondents
- It provides too many answer options
- It is too long for respondents to read
Correct answer: It asks about two topics simultaneously, making it impossible to interpret the response
A double-barreled question combines two separate issues into one, so a single answer cannot accurately reflect the respondent's views on each issue.
Question 4: Which scale asks respondents to rank a set of items in order of preference from most to least preferred?
- Likert scale
- Semantic differential scale
- Rank-order scale (Correct answer)
- Constant sum scale
Correct answer: Rank-order scale
A rank-order scale requires respondents to order items relative to one another, providing ordinal data about preferences.
Question 5: When a survey questionnaire is pretested on a small sample before full deployment, the primary goal is to:
- Reduce printing costs
- Identify ambiguous questions and technical problems (Correct answer)
- Increase the final sample size
- Establish statistical significance
Correct answer: Identify ambiguous questions and technical problems
Pretesting (pilot testing) reveals confusing wording, skipped questions, and technical glitches before the survey reaches the full sample.
Question 6: Ethnographic research in market research involves:
- Conducting large-scale telephone surveys
- Observing consumers in their natural environment over time (Correct answer)
- Analyzing secondary data from government sources
- Running controlled laboratory experiments
Correct answer: Observing consumers in their natural environment over time
Ethnographic research immerses the researcher in consumers' everyday lives to understand behaviors and motivations in context.
Question 7: The term 'incidence rate' in survey research refers to:
- The percentage of the target population that qualifies for and agrees to participate in the survey (Correct answer)
- The rate at which respondents abandon a survey midway
- The number of survey reminders sent to non-respondents
- The margin of error in survey results
Correct answer: The percentage of the target population that qualifies for and agrees to participate in the survey
Incidence rate measures how common qualified respondents are within the general population contacted, directly affecting recruitment costs and timelines.
MRA Data Collection & Survey Methods 2
Which sampling technique divides a population into non-overlapping subgroups and then randomly selects entire groups rather than individuals?