Understanding Business Research Terms and Concepts Part 3

Sampling (statistics) Retail Level of measurement

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....
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