ADM 3323 Lecture Notes - Lecture 14: Qualtrics, Heat Map, Multiple Choice

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Pros: quick, inexpensive, efficient, accurate, flexible. Cons: results are only as good as the quality of the sample, results are only as good as the quality of the questions. Non-response bias: unable to reach them in order for them to participate, optional participation, take a pass, refuse to participate in a research project. Self-selection bias: people who feel strongly about a subject or are more interested in it, are more likely to respond to a survey, what about people who are indifferent? (non - consumers) Response bias: when respondents answer with a slant that misrepresents the truth (un)consciously: types of response bias": Acquiescence bias: a tendency for respondents to agree with all or most questions asked of them in a survey. Extremely bias: a category of response bias that results because some individuals tend to use extremes when responding to questions. Interview bias: a response bias that occurs because the presence of the interviewer influences respondents answers.

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