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Survey Bias in Peanut Butter Campaign

Two surveys were conducted to measure the effectiveness of an advertising campaign for low-fat peanut butter. The first asked households if they purchased the brand, while the second asked households to show the container if they said they purchased it. The surveys are unlikely to yield the same results since one relies on self-reporting while the other verifies purchases. Both surveys may be subject to biases, such as lying in the first and nonresponse in the second.

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6 views1 page

Survey Bias in Peanut Butter Campaign

Two surveys were conducted to measure the effectiveness of an advertising campaign for low-fat peanut butter. The first asked households if they purchased the brand, while the second asked households to show the container if they said they purchased it. The surveys are unlikely to yield the same results since one relies on self-reporting while the other verifies purchases. Both surveys may be subject to biases, such as lying in the first and nonresponse in the second.

Uploaded by

WeStan Legends
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd

D.

Two surveys were conducted to measure the effectiveness of an advertising


campaign for a low-fat brand of peanut butter. In one of the surveys, the interviewers
visited the home and asked whether the low-fat brand was purchased. In the other
survey, the interviewers asked the person to show them the peanut butter container
when the interviewee stated he or she had purchased low-fat peanut butter.

a. Do you think the two types of surveys will yield similar results on the percentage of
households using the product?

 Since they are using two different ways to collect data in a survey, I think there is
a high possibility that they will not yield the same results. Although they both
appear to be primary data, the first type of survey seems to be subjective since
the respondents are asked directly about whether they purchase the product or
not. On the other hand, in the second type of survey, the respondents were
asked to show the peanut butter container, which allows the interviewers to verify
if respondents told the truth. Therefore, the second type of survey is more
accurate than the first one.     

b. What types of biases may be introduced into each of the surveys?

 In the first type of survey, the respondents are asked if they purchased the
peanut butter, which they can lie with their answers, and external factors from
interviewers may influence them. This situation could result in biases in the
respondent's answer or measurement problems. In the second type of survey,
there might be a problem, as a survey nonresponse because the sample might
not be representative of the population, especially since it is impossible to
interview the whole population.

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