Bob Smith Is Conducting a Survey for Margaret Day Craddock

question 39

Multiple Choice

Bob Smith is conducting a survey for Margaret Day Craddock, the director of MIFA, a charitable organization in Memphis, Tennessee. Margaret has contracted with Bob's marketing research firm in Memphis to conduct a telephone survey of Memphis MSA residents. Not everyone contacted will be eligible to take part in the study as there is a screening question which asks if the potential respondent is the person in the household that is most likely to make decisions regarding the family's contributions to charity. Bob will use the CASRO formula, discussed in your text, to determine the response rate for the study. The formula essentially divides the number of completed interviews by the number of eligible units (respondents) in the sample. Which of the following best represents how the number of eligible units in the sample is calculated?

• A) 100 percent of the sample those failing the screening question
• B) 100 percent of the sample; ALL respondents are "eligible" whether they pass the screen or not
• C) ("eligibles" consist of those passing the screen) plus (the percentage of those eligible among respondents we talked with) times (the number of respondents we did not talk with due to refusals [before the screen], no answers, busy signals, or not at homes)
• D) ("ineligibles" consist of those passing the screen) plus (the percentage of those ineligible among respondents we talked with) times (the number of respondents we did not talk with due to refusals [before the screen], no answers, busy signals, or not at homes)
• E) None of the above because there is no CASRO formula

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Definitions:

Seasonal Indices

Factors used to adjust data to compensate for predictable fluctuations that occur regularly within a specific period, such as monthly or quarterly.

MAD

Acronym for Mutual Assured Destruction, a doctrine of military strategy and national security policy which posits that a full-scale use of nuclear weapons by two or more opposing sides would cause the complete annihilation of both the attacker and the defender.

Naive Forecast

A forecasting method that assumes future values will be the same as the most recent actual value, used as a baseline for more complex forecasts.

Seasonal Factors

Components or influences that cause regular and predictable changes or patterns in data or business activity corresponding to specific seasons or times of the year.