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LUMA File 03: Research Error Detective

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LUMA File 03: Research Error Detective

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About this activity

Five-question quiz about research errors

Created by

Laura Avila
Laura Avila
Colombia

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LUMA File 03: Research Error Detective
 

LUMA File 03: Research Error DetectiveOnline version

Five-question quiz about research errors

by Laura Avila
1

“Don’t you agree that LUMA is a healthier and more exciting alternative to sugary soft drinks?” What is the main problem with this question?

2

“How satisfied are you with LUMA’s flavor and price?” What is the main problem with this question?

3

The researcher surveys only students from one Marketing Fundamentals class and generalizes the results to all Colombian consumers. What is the main problem?

4

Group A tastes Lulo-Lime cold in a branded can. Group B tastes Blackberry-Lemon warm in an unbranded cup. Why is the experiment invalid?

5

LUMA collects names, telephone numbers and beverage preferences without explaining how the information will be used. Which research principle has been violated?

Feedback

The wording encourages respondents to agree with a positive description of LUMA. A neutral question should not suggest the desired answer.

Flavor and price must be evaluated separately because respondents may have different opinions about each.

A single class is a convenience sample and cannot represent all potential Colombian consumers.

Flavor, temperature, branding and container changed. LUMA cannot determine which factor caused the difference

Participants must understand why their information is being collected and how it will be used.

 
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