Describe a focus group interview and discuss the advantages and disadvantages of this technique.
Question 2One advantage of using stratified sampling is that researchers can obtain the same precision as with an unstratified sample, but with a smaller sample and thus at a lower cost.
Indicate whether the statement is true or false
Question 3A collection of related records that make up a data set is called a(n) _______ .
Fill in the blank(s) with correct word
Question 4Which of the following is simply a gross contact count?
a. reach c. span
b. frequency d. popularity
Question 5Which of the following is true about brands?
a. It allows customization of promotional items.
b. It conveys the image of the product or service.
c. It is always listed on balance sheets.
d. It is used only by apparel companies.
Question 6Name and briefly describe the four qualitative research orientations.
Question 7Although stratified sampling can be less costly and easier to conduct, it will almost always have a higher standard error of the estimator than a simple random sample.
Indicate whether the statement is true or false
Question 8A collection of related fields that represent the responses from one sampling unit is called a(n) _____.
Fill in the blank(s) with correct word
Question 9A reach of 25 percent for a single advertisement should indicate which of the following?
a. 25 percent of the total market was exposed to the advertisement c. 25 percent of the current consumers were exposed to the advertisement
b. 25 percent of potential consumers were exposed to the advertisement d. 25 percent of the target market was exposed to the advertisement
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