University of Phoenix Material
Understanding Business Research Terms and Concepts: Part 3
A. Determine which level of measurement— nominal, ordinal, interval, or ratio—is used in the following examples.
1. The Association of Accountants is conducting a survey to determine the ranking of the top 100 accounting firms in the world. Ordinal
2. How many years did it take you to earn your college degree? Ratio
3. On a questionnaire which asks for gender, males are coded as 1 and females are coded as 2. Nominal
4. Respondents are asked to rate a list of high-tech companies as excellent, good, fair, or poor in terms of their service delivery. Ordinal
5. Cereal brands are arranged in an ordered sequence in which an equal interval exists between each point. Interval
6. Jake Locker averages 350 yards per game passing. Interval
7. The length of time it takes the winner of a marathon to cross the finish line. Ratio
8. Students are asked to rank computer manufacturers. Ordinal
9. The brand of charge card used by a customer. Nominal
B. Which sampling method—simple random, systematic, stratified, cluster, convenience, judgment, quota, or snowball—is most appropriate for the following examples? Explain why.
1. 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. Stratified. Because you are dividing into subgroups prior to sampling.
2. 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. Cluster. You are dividing into groups or cluster then taking a random sample.
3. 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...
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