The marketing researcher for a game company is conducting an experiment to test customer reaction to the pricing of a new game designed for use by adults. A list of customers who had sent the company complaint letters was readily available, and the researcher rearranged this list by ZIP code, sending every third person a color brochure on the new game. Each respondent was asked to return a postcard, stating an intention to purchase or not to purchase the game at the listed price. Which of the following is true? a. The sampling method ensures that all geographic areas are represented.
b. The external validity of the study is ensured, since respondents who are sitting in their homes are reacting under real life circumstances.
c. The sample is likely to over-represent the lower class.
d. The design of the study suffers from selection bias.
e. None of the above.

The correct option is D) The design of the study suffers from selection bias.

Explanation:

In research, Selection Bias occurs when the researcher decides who the respondents are or those who are being evaluated or studied.

Every research ought to be designed in such a way that the respondents are selected at random.

In the information provided, the respondents were selected from a group of people who on a balance of probability were already inclined to decline because it was a list of dissatisfied customers. The chances of them declining to respond or responding with a negative were higher than the chances of them indicating that they would buy and this defeats the purpose of the research. The research ought to have also included a sample of respondents who didn't have the product, who had enjoyed the services of the company and were content, those who didn't even know what the product did until they got the survey.

That way holistic information can be obtained from the research about how different sets of people will react and not just those who are already dissatisfied with the company's product(s).

Some of the ways to avoid selection bias in research are:

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