The battle for consumer preference continues between Pepsi...

The battle for consumer preference continues between Pepsi and Coke. How can you weigh in? There is a website where you can vote for one of these colas if you click on the link that says PAY CASH for your opinion. Explain why the respondents do not represent a random sample of the opinions of purchasers or drinkers of these drinks. Explain the types of distortions that could creep into an Internet opinion poll.

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Key Concepts

Self-Selection Bias

This bias occurs when participants choose themselves whether or not to take part in a survey, resulting in a sample that is not random. Since only individuals who are motivated by strong opinions or the willingness to pay for their vote participate, their views are not representative of the broader population.

Sampling Bias

Sampling bias arises when the method used to collect data systematically excludes certain segments of the population. In the context of an Internet poll where a fee is required to participate, the sample is skewed towards individuals with both internet access and disposable income, thus not mirroring the overall consumer base of Pepsi or Coke drinkers.

Coverage Bias

Coverage bias occurs when some groups are inadequately represented because they lack access to the survey medium or are not aware of it. For an Internet-based poll requiring a cash payment, individuals without reliable internet access or those unwilling or unable to pay are automatically excluded, further distorting the poll’s representation of consumer opinions.

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