Understanding Busines

University of Phoenix Material

Understanding Business Research Terms and Concepts: Part 3

Determine which level of measurement-- nominal, ordinal, interval, or ratio--is used in the following examples.

* The Association of Accountants is conducting a survey to determine the ranking of the top 100 accounting firms in the world.

* How many years did it take you to earn your college degree?

* On a questionnaire which asks for gender, males are coded as 1 and females are coded as 2.

* Respondents are asked to rate a list of high-tech companies as excellent, good, fair, or poor in terms of their service delivery.

* Cereal brands are arranged in an ordered sequence in which an equal interval exists between each point.

* LeBron James wears the number 23 on his jersey.

* The length of time it takes the winner of a marathon to cross the finish line.

* Students are asked to rank computer manufacturers.

* The brand of charge card used by a customer.

* The pin number used to access your checking account.

Which sampling method--simple random, systematic, stratified, cluster, convenience, judgment, quota, or snowball--is most appropriate for the following examples?

* The unemployment rate is calculated each month by the U.S. Bureau of Labor Statistics. The survey consists of 50,000 households in about 2,000 counties and cities in all 50 states.

* A researcher for Kraft Foods selects five states randomly, and then selects 10 supermarkets chains within each state to call for a phone survey as test markets for a new cookie.

* A new product researcher would like to investigate the use of virtual teams. After conducting an interview with a manager, she asks for the names of other managers that use virtual teams.

* A news reporter asks people on the street their opinion about the president's new bill.

* Jamie select Denver, Colorado; Chicago, Illinois; and San Diego, California as test markets for a new potato chip line base on her experience with these markets.

* A researcher instructs field interviewers to interview customers of different cell phone companies in a nearby shopping mall so that they each interview 10 AT&T, 8 T Mobile, 6 Verizon, and 4 owners of other cell phone providers.

* The Consumer Price Index represents a sampling of 90,000 items

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