Chapter 9
96. Sample frame error in convenience sampling occurs in the form of members of the population who are infrequent users or nonusers of that location.
TRUE
98. It is important to understand how the online sampling method in question works and to interpret the sampling procedure correctly with respect to basic sampling concepts
TRUE
23. Managers tend to have a ________ definition of the population than do researchers. A) less specific B) more specific C) broader D) very precise
a. Less specific
7. The greatest danger in cluster sampling is cluster specification error that occurs when the clusters are: A) Not homogeneous. B) Heterogeneous. C) Too homogeneous. D) Too heterogeneous.
a. Not homogenous
18. Using a table of random numbers to draw a simple random sample requires that every member of the ________ must be uniquely identified (i.e., numbered). A) population B) sample C) numbers D) tables E) sample unit
a. Population
43. The first step in developing a sample plan is to: A) obtain a listing of the population. B) define the relevant population. C) design the method. D) access the population. E) ask the manager how many people the sample should include.
b. Define the relevant population
55. Of the following, which is NOT a step in creating a sample plan: A) Define the population. B) Establish the research objective. C) Decide on the sample method. D) Draw the sample.
b. Establish the research objective
16. ________ does not allow direct generalizations to a specific population, usually because the population is not defined explicitly. A) Snowball sampling B) Judgmental sampling C) Convenience sampling D) Simple random sampling
b. Judgmental sampling
76. Cluster sampling is better suited than other probability sampling methods for populations that are not distributed in a bell-shaped pattern.
FALSE
78. To use systematic sampling, it is not necessary to have a complete listing of the population.
FALSE
80. Systematic sampling is probability sampling because it employs a non-random starting point, which ensures there is sufficient randomness in the systematic sample to approximate an equal probability of any member of the population being selected into the sample.
FALSE
81. When developing a sample plan, the last step in the process is to "draw the sample."
FALSE
82. Area sampling is a form of cluster sampling and uses a two or three-step approach.
FALSE
82. Samples may be validated only by obtaining samples from well-known, reputable sampling firms.
FALSE
83. A skewed population has a long tail on one side and a short tail on the opposite end, and deviates greatly from the bell-shaped distribution that is assumed to be the case in the use of simple random, systematic, or cluster sampling.
FALSE
85. The simple random sampling method does not guarantee that every member of the population has an equal chance of being selected into the sample; therefore, the resulting sample, no matter what the size, will not be a valid representation of the population.
FALSE
42. Snowball sampling is another name for: a) referral sampling. b) B) quota sampling. c) C) convenience sampling. d) D) purposive sampling. e) simple random sample.
a. referral sampling
32. Of the following, which is NOT true of nonprobability samples? A) Can compute the chances of any one population member being selected into the sample B) Potential human error C) Sometimes called "haphazard sampling" D) Can be prone to subconscious biases
A) Can compute the chances of any one population member being selected into the sample
14. Which of the following statements is not a disadvantage of online focus groups? A) Moderators may also be able to carry on side conversations with individual respondents, probing deeper into interesting areas. B) It can be difficult to verify that a respondent is a member of a target group. C) Only audio and visual stimuli can be tested. D) Only people that have and know how to use a computer can participate.
A) Moderators may also be able to carry on side conversations with individual respondents, probing deeper into interesting areas.
11. If we define our population as all households in the city of Chicago, Illinois, and we use the Chicago telephone directory from which to draw our sample units, we would likely have: A) a survey with sample frame error. B) a representative survey. C) a survey containing error. D) a survey with a poorly defined master list. E) a census.
A) a survey with sample frame error.
36. The purpose of the weighted mean in stratified sampling is: A) to provide an overall sample mean that represents all the strata. B) to provide more weight to those strata whose means are the lowest. C) to provide more weight to those strata whose means are the highest. D) to provide an overall sample mean that represents the majority of the strata. E) to provide more weight to those strata whose means are equal.
A) to provide an overall sample mean that represents all the strata.
14. Regarding calculating the probability of including a sample unit in a probability sample, which of the following is most accurate? A) It can be determined with a high level of accuracy. B) Practically speaking, it may be impossible to calculate the probability precisely. C) If it cannot be calculated precisely, then the sample is not to be considered a probability sample. D) Precise estimates are known and may be found in statistical tables. E) Only professional statisticians can determine the accuracy.
B) Practically speaking, it may be impossible to calculate the probability precisely.
37. Which of the following should be most helpful in dividing the sample into different strata? A) a basis that will result in like responses across strata B) a basis that will result in different responses across strata C) a basis that is easy to identify D) a basis that uses some surrogate indicator of identification such as SIC/NAICS codes E) a basis that is the least expensive
B) a basis that will result in different responses across strata
34. If we were to ask college students, "To what extent do you value a college degree?", which type of sample plan would be most appropriate? A) Any probability sampling plan would be useful. B) a stratified sample because we would expect the answers to vary by strata: freshmen, sophomore, junior, and senior C) a cluster sample because we would expect the answers to vary by cluster: freshmen, sophomore, junior, and senior D) an area sample because we would expect the answers to vary by area: freshmen, sophomore, junior, and senior E) an area sample because we would expect the answers to vary by area: freshmen, sophomore, junior, and senior, with seniors more heavily sampled
B) a stratified sample because we would expect the answers to vary by strata: freshmen, sophomore, junior, and senior
13. Probability samples are those for which the members of the population: A) can be found for survey purposes. B) all have a chance of being included in the sample. C) have an unknown chance of being included in the sample. D) whose responses may be predetermined with some known probability. E) are likely to have been sampled before.
B) all have a chance of being included in the sample.
51. Panel companies are especially adept at ________ because they have huge databases of information regarding demographics, possessions, lifestyle, medical ailments, and so on that can be used to select panel members to be survey respondents. A) conducting large surveys B) delivering targeted samples C) reaching social media enthusiasts D) executing complex surveys
B) delivering targeted samples
13. The most serious disadvantage of observation is ________. A) if the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods. B) the reasons for the observed behavior may not be determined because little is known about the underlying motives, beliefs, attitudes, and preferences. C) observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior. D) observational data is often time consuming and expensive and it is difficult to observe certain forms of behavior, such as personal activities.
B) the reasons for the observed behavior may not be determined because little is known about the underlying motives, beliefs, attitudes, and preferences.
17. Which statement is not true about judgmental sampling? A) It does not allow direct generalizations to a specific population. B) It may be useful if broad population inferences are not required. C) Each population element has a known and equal probability of selection. D) An extension of the technique involves the use of quotas.
C) Each population element has a known and equal probability of selection.
12. Which of the following statements is not correct about computer-assisted telephone interviewing (CATI)? A) The computer checks the responses for appropriateness and consistency. B) Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data-collection process, coding questionnaires and entering the data into the computer, are eliminated. C) Multiple questions appear on the screen at one time. D) Interim and update reports on data collection or results can be provided almost instantaneously.
C) Multiple questions appear on the screen at one time.
28. One of the reasons systematic sampling is faster than simple random sampling is that the population size: A) needs to be counted and numbered. B) does not need to be known. C) may be estimated and each element not numbered. D) cannot be known. E) It is not faster than simple random sampling.
C) may be estimated and each element not numbered.
35. In stratified sampling, we should always ensure that the sample drawn for each stratum is: A) equal. B) proportionate to the stratum's proportion of the total population. C) of the appropriate size to ensure statistical efficiency. D) proportionate to the stratum's proportion of the total census. E) proportionate to the stratum's proportion of the total sample.
C) of the appropriate size to ensure statistical efficiency.
18. Which of the statements below is not true about stratified sampling? A) Stratified sampling can ensure that all the important subpopulations are represented in the sample. B) The researcher assumes that the population elements are ordered in some respect. C) Most approaches to statistical inference assume that the data have been collected by stratified sampling. D) Both B and C are not true.
D) Both B and C are not true.
16. Which of the following is NOT true of nonprobability samples? A) They are sometimes called "haphazard sampling." B) They can be prone to subconscious biases. C) They use human intervention. D) The chances of any one population member being selected into the sample can be computed. E) There is no way to determine the probability of a population member being selected into the sample, even if the population size is known.
D) The chances of any one population member being selected into the sample can be computed.
8. The population for a market research project in Iowa to determine the cleaning service needs in companies would be defined as: A) all the current clients in Iowa. B) all the potential clients in Iowa. C) all the companies in Iowa not interested in cleaning service. D) individuals responsible for cleaning service in companies located in Iowa. E) all companies in Iowa.
D) individuals responsible for cleaning service in companies located in Iowa.
27. One of the advantages of systematic sampling is that: A) it is more representative in the final analysis. B) the listing of the population may contain hidden periodicities. C) the listing of the population can have sample frame error. D) it has "economic efficiency"; it is less time consuming and easier to select. E) it has very little problem with sample frame error.
D) it has "economic efficiency"; it is less time consuming and easier to select.
60. A sample unit is a subset of the population that suitably represents that entire group.
FALSE
60. Systematic sampling is one of the most prevalent types of sampling techniques used in place of simple random sampling and its use has been increasing.
FALSE
61. A sample is the basic level of investigation.
FALSE
63. A sample frame is not a master source of sample units in the population
FALSE
66. Sampling error is caused by two factors, which include the sample definition and the sampling technique.
FALSE
67. In stratified sampling, subgroups are referred to as clusters.
FALSE
68. It is not possible to obtain precision or accuracy with surprisingly small samples.
FALSE
70. Nonprobability samples are samples where the chances (probability) of selecting members from the population into the sample are known.
FALSE
72. With simple random sampling, the probability of being selected into the sample is unequal for all members of the population.
FALSE
74. Although scientifically sound, systematic sampling does not accomplish the same end as simple random sampling, and is less efficient.
FALSE
91. With probability sampling methods, some members of the population do not have any chance of being included in the sample.
FALSE
93. Chain referral samples are not appropriate when there is a limited or disappointingly short sample frame and when respondents can provide the names of others who would qualify for the survey.
FALSE
95. Even when done conscientiously and with a firm understanding of the population's characteristics, quota sampling cannot rival probability sampling in the minds of researchers.
FALSE
97. In quota sampling, members of the population who are less well known or disliked or whose opinions conflict with the selected respondents have a low probability of being selected.
FALSE
99. Online panel samples are popular, and there are almost no concerns about the true representativeness of samples provided by panel companies because their sample frames are nearly perfect.
FALSE
53. One of the reasons for taking a sample is that the typical researcher cannot analyze the huge amounts of data generated by a census.
TRUE
57. Managers tend to have a less specific definition of the population than do researchers because the researcher must use the description of the population precisely, whereas the manager uses it in a more general way.
TRUE
58. Random digit dialing is an example in which simple random sampling is employed quite successfully.
TRUE
59. The difficulties encountered by U.S. census takers are identical to those encountered in marketing research.
TRUE
61. The skip interval used in systematic sampling is computed by dividing the population list size by the sample size.
TRUE
62. One of the differences between systematic sampling and simple random sampling is that the first one works its way through the entire population from beginning to end. The second one guarantees that the complete population will be covered, but without a systematic pattern.
TRUE
62. The sample and sample unit exist within the area called the sample frame.
TRUE
63. In area sampling, the one-step approach is applied if the researcher believes that the various geographic areas (or clusters) are sufficiently identical.
TRUE
64. A sample frame invariably contains sample frame error, which is the degree to which the sample frame fails to account for all of the population.
TRUE
64. In area sampling, the two-step approach is more costly than the one-step approach because more areas and time are involved.
TRUE
65. In stratified sampling, the population is separated into different subgroups, and then samples are taken from all of the subgroups.
TRUE
65. Whenever a sample is taken, the survey will reflect sampling error.
TRUE
66. Stratified samples are most appropriate when the population is known to be "skewed."
TRUE
67. There are at least two general reasons why a sample is almost always more desirable than a census, which include the expense and the difficulty of analyzing very large datasets.
TRUE
68. Stratified samples may use weighted means so that estimates of the overall sample may be made, as opposed to estimates from each stratum.
TRUE
71. If a researcher examined the trading area for a shopping mall and felt it was a good match with the desired population, the subsequent mall-intercept sample could be called a purposive sample.
TRUE
71. The terms known and unknown are misleading; to calculate a precise probability, one would need to know the exact size of the population, and it is impossible to know the exact size of the population in most marketing research studies.
TRUE
72. Purposive samples require a judgment as to who should be in the sample.
TRUE
73. The random device method involves using an apparatus or a procedure to ensure that every member of the population has the same chance of being selected into the sample.
TRUE
74. Andy was a senior in college, majoring in marketing. He received a call to participate in a survey on behalf of a company that was targeting graduating seniors. At the end of the survey, Andy was asked for the name of a friend who was also a senior in marketing. This is an example of a referral sample.
TRUE
75. Cluster sampling is desirable when highly similar groups can be easily identified, such as subdivisions spread across a wide geographic area.
TRUE
76. A research study conducted in India for Tata Motors found that the automobile manufacturer has a high vote of consumer satisfaction in total and across three owner age groups. However, the authors concluded that because the sample was a convenience sample taken in a specific city in India, this conclusion cannot be defended as more than 99.8% of Tata owners were omitted from the sample frame.
TRUE
77. One of the problems with online survey samples is the mechanics of the sample selection process.
TRUE
78. Online panel samples are popular, but there are lingering concerns about the true representativeness of samples provided by panel companies.
TRUE
79. In systematic sampling, the researcher decides on a skip interval, which is calculated by dividing the number of names on the list by the sample size.
TRUE
79. One of the greatest pluses of online panels is high response rate.
TRUE
80. A river sample is created via the use of banners, pop-ups, or other online devices that invite website visitors to take part in the survey.
TRUE
81. Systematic sampling is more efficient than simple random sampling because only one or a very few random numbers need to be drawn at the beginning
TRUE
83. The data taken from a sample reveals that 45 percent are males and 55 percent are females, and 10 percent of the sample members earn over $50,000 per year. Comparing these figures with known data, such as census data for the geographical area defined by the population, would be a way of validating the sample.
TRUE
84. Stratified sampling results in a more accurate overall sample by allowing for explicit analysis of each stratum and by allowing the estimation of the overall sample mean by use of a weighted measure.
TRUE
86. There are two practical applications in which simple random sample designs are employed quite successfully: random digit dialing and computer-based random samples.
TRUE
87. With a nonprobability sample, the researcher has some savings in cost and/or time but at the expense of using a sample that is not truly representative of the population.
TRUE
88. Convenience samples can be seriously misleading since with nonprobability sampling, there is a good possibility that non-representative sample units will be selected.
TRUE
89. Systematic sampling can be applied with less difficulty and accomplished in a shorter time than can simple random sampling
TRUE
90. Despite some advantages, systematic sampling does not have the potential to create a sample in quality to samples created from simple random sampling.
TRUE
92. Purposive samples, sometimes called judgment samples or exemplar samples, are highly subjective and, therefore, prone to much error.
TRUE
94. When a researcher specifies percentages of the total sample for various types of individuals to be interviewed and selects them via nonprobability sampling, it is termed a quota sample.
TRUE
7. The target population for the U.S Census is: A) all households in the United States. B) as many people as can be convinced to fill out the survey. C) a certain percentage of the population. D) an equal number of people from each region of the United States. E) an equal percentage of people from each region of the United States.
a. All households in the United States
8. When a researcher uses ________, sample frame error occurs in the form of members of the population who are infrequent users or nonusers of that location. A) convenience sampling B) purposive sampling C) chain referral sampling D) quota sampling
a. Convenience sampling
45. You should obtain a listing of the population after: A) defining the relevant population. B) accessing the population. C) designing the sample plan. D) drawing the sample. E) determining the method.
a. Defining the relevant population
43. While they rely heavily on social networks, referral samples are often useful in: A) Industrial marketing research situations. B) Consumer marketing research situations. C) Entertainment marketing research situations. D) Sports marketing research situations.
a. Industrial marketing research situations
21. The greatest danger in cluster sampling is cluster specification error that occurs when the clusters are: A) Not homogeneous. B) Heterogeneous. C) Too homogeneous. D) Too heterogeneous.
a. Not homogeneous
24. Which technique allows you to achieve the benefits of random digit dialing by adding some randomly determined number to the telephone number drawn from the telephone directory? A) plus-one dialing B) plus random number dialing C) random "1" digit dialing D) minus one dialing E) additive dialing
a. Plus-one dialing
89. Leslie Bradley is an entrepreneur with a small business in Little Rock, Arkansas. Working with a local engineer/inventor, Leslie has developed a new cooking device that she thinks will revolutionize cooking. The device is a small oven that is portable and uses a gas injection system to cook meals in a fraction of the time taken in a normal oven. The new system creates a very high temperature and the gas jets are located 360 degrees around the food to be cooked, thus ensuring that the food is cooked equally on all sides. Leslie and the engineer applied for a patent and then immediately sought a relationship with a large manufacturer to produce and distribute the new oven. To her surprise, when she demonstrated it to the top three manufacturers, they all had the same reaction: "We are very interested in this new invention but we would like to see some consumer research that tells us what consumers think about the device. Will they think the temperature is too high and represents a safety issue? Do they really think that a roast cooked in 6 minutes will taste the same as one roasted for 2 hours? How much, if any, will they be willing to pay for the added convenience of time savings?" Leslie sought the services of Weber Research, Inc. WRI was an established research firm in the city and they recommended that they use their mall facility in order to conduct some research that allowed consumers to use the device and taste the food cooked in the device. Leslie agreed but was concerned about the types of persons in the shopping mall. "They really won't represent our area since they will likely be mostly female and they will have higher incomes than the general population." WRI assured Leslie that this could be overcome by using which of the following sampling methods? A) quota sample B) purposive sample C) stratified sample D) representative sample E) systematic sample
a. Quota sample
44. The sampling method in which the size of the sample portions is determined by the researcher's belief about the relative size of each class of respondent in the population is: A) Quota sampling. B) Convenience sampling. C) Purposive sampling. D) Chain referral sampling.
a. Quota sampling
9. A fine jeweler may require that the final sample is 75 percent female and 25 percent male because they understand that the customer base is primarily female with a smaller percentage of males. In this instance, a researcher would use which type of sampling method? A) Quota sampling B) Referral sampling C) Convenience sampling D) Purposive sampling
a. Quota sampling
29. Using a sample versus taking a census is almost always preferred. Which of the following is NOT an advantage of using a sample versus a census? A) Ready access to respondents B) Cost C) Population size D) Smaller datasets to analyze
a. Ready access to respondents
54. The ________ is a definite sequence of steps which the researcher goes through to draw and ultimately arrive at the final sample. A) sample plan B) sample method C) sample technique D) sample objective
a. Sample plan
35. Cluster sampling is desirable when: A) Similar clusters can be easily identified. B) Dissimilar clusters can be easily identified. C) A non-group is identified. D) Similar clusters are non-contiguous.
a. Similar clusters can be easily identified
3. Members of the population that represent probability samples are those: A) Persons who can be found for survey purposes. B) Persons who have a chance of being included in the sample. C) Persons who have an unknown chance of being included in the sample. D) Persons who are likely to have been sampled before.
b. Persons who have a chance of being included in the sample.
88. Louise Fulkerson is president of the Student Marketing Association at Baylor University. Louise and the other officers want to conduct a short survey to determine the type of programming they should offer for the upcoming year. Their population is defined as "students in the College of Business." One of the officers suggests that each of them go into their classes, mostly seniors, and conduct the survey. "We can do it easily and fast, and our professors will be glad to help the association out by giving us a few minutes to conduct the survey," says one of the officers. But Louise is worried about the sample. "Most of us are marketing majors and we are all seniors taking senior classes. I would prefer to ask the Department Chairperson if we can survey students taking Fundamentals of Marketing because all majors have to take this course, and most of the future members of the Association will be coming from these Fundamentals classes." Louise is suggesting which one of the following sampling methods? A) quota sample B) purposive sample C) stratified sample D) representative sample E) systematic sample
b. Purposive sample
41. An "educated guess" as to who should represent the population is required for: A) convenience samples. B) purposive samples. C) quota samples. D) referral samples. E) hypothetical samples.
b. Purposive samples
41. When researcher uses his or her judgment or that of some other knowledgeable person to identify who will be in the sample, he or she is using what type of nonprobability sampling method? A) Convenience sampling B) Purposive sampling C) Chain referral sampling D) Quota sampling
b. Purposive sampling
40. A survey administered to obtain 40 percent Hispanics and 60 percent Europeans is: A) referral sampling. B) quota sampling. C) convenience sampling. D) judgment sampling. E) racial sampling.
b. Quota sampling
45. Which sampling method is used as a means of ensuring that convenience samples will have the desired proportion of different respondent classes? A) Convenience sampling B) Quota sampling C) Purposive sampling D) Chain referral sampling
b. Quota sampling
23. Which of the following may be used to overcome the problems of unlisted and new telephone numbers in a telephone directory? A) systematic sampling B) random digit dialing C) CATI systems D) a different format E) an online phone directory
b. Random digit dialing
36. ________ is used when the researcher is working with a "skewed" population divided into portions and wishes to achieve high statistical efficiency. A) Simple random sampling B) Stratified sampling C) Systematic sampling D) Cluster sampling
b. Stratified sampling
38. ________ is used when different strata are apparent in the population and each stratum is randomly sampled. A) Systematic sampling B) Stratified sampling C) Cluster sampling D) Simple random sampling
b. Stratified sampling
26. A sampling company that has worldwide capabilities and many different sampling options, such as Internet samples, business-to-business samples, and so on, that was highlighted in the textbook is: A) Samples-R-Us. B) Survey Sampling International. C) World Wide Survey Samples, Inc. D) Sample Surveys. E) Sampling Options. group.
b. Survey Sampling International
40. A busy pedestrian area or a shopping mall, as the sample frame from which to intercept potential respondents, would represent what type of nonprobability sampling method? A) Purposive sampling B) Chain referral sampling C) Quota sampling D) Convenience sampling
c. Convenience sampling
39. What type of sampling method is selection not based on chance or randomness but based on an inherently biased selection process? A) Probability sampling B) Stratified sampling C) Nonprobability sampling D) Cluster sampling
c. Nonprobability sampling
10. The type of method influences questionnaire design. Considering how the questionnaire is administered under each method, which method is most appropriate if lengthy, complex, and varied questions need to be asked? A) mail questionnaire B) telephone interview C) personal interview D) Internet questionnaire
c. Personal interview
22. The sampling method in which subjectivity and convenience are factors is: A) Convenience sampling. B) Chain referral sampling. C) Purposive sampling. D) Quota sampling.
c. Purposive sampling
33. The flipping of a coin to decide heads or tails, lottery numbers selected by numbered balls, a roulette wheel in a casino, and a hand dealt in a poker game is an example of what type of random sampling? A) Complex random sampling B) Random numbers method C) Random device method D) Gaming random method
c. Random device method
52. The use of banners, pop-ups, or other online devices that invite website visitors to take part in the survey are indicative of what type of sampling method? A) Blue ocean samples B) Online panels C) River samples D) List samples
c. River samples
30. The essence of a "known" probability rests in the ________ rather than in knowing the exact size of the population. A) sample size B) population estimate C) sampling method D) survey method
c. Sampling methods
11. In the department store project, numbers 1 through 10 were assigned to the 10 stores considered in the study (Table 8.2 in the text). Thus, store number 9 referred to Sears and store number 6 referred to Neiman Marcus. Using this information, which of the following statements is true? A) Sears is in some way superior or inferior to Neiman Marcus. B) It is meaningful to state that the number of the average store is 5.5. C) Both A and B are true. D) None of the above statements are true.
d. None of the above statements are true
34. A tractable and more sophisticated application of simple random sampling is to use computer-generated numbers based on the concept of ________, which are numbers whose chance nature is assured. A) random devices B) random objects C) random targets D) random numbers
d. Random numbers
28. Whenever a sample is taken, the survey will reflect: A) The entire population. B) Sample size. C) The subpopulation. D) Sampling error.
d. Sampling error
31. With nonprobability methods there is no way to determine the probability even if the population size is known because the: A) Selection technique is objective. B) Selection technique is uncertain C) Selection technique is non-scientific. D) Selection technique is subjective.
d. Selection technique is subjective
33. If a population were not distributed symmetrically, you would use: A) simple random sampling. B) systematic sampling. C) cluster sampling. D) stratified sampling. E) unbalanced sampling.
d. Stratified sampling
25. Simple random sampling is not a wise choice when you have: A) a large population. B) a small population. C) a sample frame in electronic format. D) a large population that is not in electronic format. E) a small population that is not in electronic format.
d. a large population that is not in electronic format
5. A sample unit could be a: A) household. B) consumer. C) purchasing agent. D) all of the above E) none of the above
d. all of the above
6. An accounting of the complete population is known as: A) a population. B) a sample. C) a sample unit. D) a census. E) comprehensive accounting
d. census
6. The type of sampling method in which a sample frame is divided into groups, which are highly similar to the others is: A) Simple random sampling. B) Systematic sampling. C) Stratified sampling. D) Cluster sampling.
d. cluster sampling
9. A master list of all the sample units in the population is known as the: A) sample list. B) population master list. C) master frame. D) sample frame. E) population frame.
d. sample frame
1. The highlight of a progressive research company, Peanut Labs®, in the text demonstrates the potential of: A) maximizing the impact of the sample frame. B) reducing sample frame errors. C) reducing the impact of sample errors. D) tapping into social media user populations. E) innovative ways to study the entire population.
d. tapping into social media user populations.
15. The sample size decision should be guided by certain qualitative considerations. Which of the following is not one of those considerations? A) the resource constraints B) the average size of samples in similar studies C) the sampling technique to be used D) the nature of the results
d. the nature of the results
86. Paul Solomon is the owner of Solly's, an upscale restaurant in Tampa, Florida. Each year, Paul spends about $150,000 in advertising. As this year's ad budget decision must be made, Paul decides that he wants to know just how good his advertising dollars are working for him. He hires Getty Research Associates who recommend that he establish a baseline of awareness. Getty recommends a TOMA study which stands for Top-of-Mind-Awareness. TOMA studies consist of taking a probability sample of the population and asking respondents to name the first three "insert type of business here." Obviously, for Solly's, Getty would be asking respondents to name the top three restaurants in the area. The percentage of respondents that named Solly's would be a baseline measure of awareness, and future promotions could be evaluated in terms of whether or not they increased awareness. While Paul was intrigued with online surveys because they were fast and less expensive, Getty recommended a traditional telephone survey using the local Tampa directory. Getty also explained to Paul that "Plus One dialing" could be used to ensure that unlisted numbers were included. Though the directory was quite large and no electronic version was available, Getty felt they could efficiently draw the sample using a: A) simple random sample. B) judgment sample. C) stratified sample. D) cluster, area sample. E) systematic sample.
e. Systematic sample
21. Simple random sampling is an appealing method because: A) it meets the requirements to obtain a probability sample. B) it can be used to derive unbiased estimates of population characteristics. C) it guarantees every population member has an equal chance of being selected. D) it results in a valid representation of the population. E) all of the above
e. all of the above
75. Quota samples refer to samples obtained by bid.
FALSE
50. There are three types of online sampling methods. Of the following, which is NOT a type of online sampling method? A) Blue ocean samples B) Online panels C) River samples D) List samples
A) Blue ocean samples
22. In practice, simple random sampling should be strongly considered: A) if the population is small and can be numbered easily. B) in telephone surveys where random digit dialing programs may be used to generate numbers. C) when population units are stored in an electronic file allowing computer programs to randomly select the sample. D) All of the above are situations that allow for the practical application of simple random sampling. E) Simple random samples are not practical in the real world.
All of the above are situations that allow for the practical application of simple random sampling.
19. The main disadvantage of using random number to draw a simple random sample is: A) It requires an incomplete accounting of the population. B) It requires a complete accounting of the population. C) It requires a specific but incomplete accounting of the population. D) It requires a specific targeted population.
B) It requires a complete accounting of the population.
2. A ________ is a master source of sample units in the population. A) master sample unit B) master population C) sample frame D) master frame
C. sample frame
49. A census is defined as a subset of the population that somehow represents that entire group.
FALSE
51. Sampling error is defined as the difference between results obtained from a poll versus a sample survey.
FALSE
54. Probability samples are those for which members of the population have a known chance of completing and actually turning in a survey. It has nothing to do with probability of being selected into the sample.
FALSE
55. Nonprobability samples are those for which members of the population do not have a known chance of completing and turning in a survey. It has nothing to do with the probability of being selected into the sample.
FALSE
56. With simple random sampling, the probability of being selected into the sample is found by dividing the population size by the sample size.
FALSE
57. The blind draw method, or using a table of random numbers, is most appropriate for quota samples.
FALSE
58. There are no impracticalities associated with a census, particularly when you think about target markets encompassing millions of consumers.
FALSE
59. Plus-one dialing procedure is a popular variation of random digit dialing that increases the number of calls to additional sample members (hence "plus") who may participate in the survey.
FALSE
69. If the strata sample sizes are faithful to their relative sizes in the population, you have what is called a proportionate stratified sample design.
TRUE
69. Probability samples are samples in which members of the population have a known chance of being selected into the sample.
TRUE
70. Mall-intercept companies often use convenience sampling to recruit respondents.
TRUE
100. In river samples, the "river" is the steady stream of website visitors, and these invitations figuratively dip respondents out of the Internet river.
TRUE
101. In an email list sample, the master source list is the sample frame, so if the list company has been diligent, the email list sample will be a good representation of the population.
TRUE
102. Creating a precise description of the group under investigation using demographics, buyer behavior, or other relevant constructs is the first step in creating a sample plan.
TRUE
47. Marketing researchers make use of samples because obtaining information from every single person in a market is impractical.
TRUE
48. A population is defined as the entire group under study as specified by the objectives of the research project.
TRUE
50. The sample unit refers to the basic level of investigation; this could be a person, household, or supermarket.
TRUE
52. A sample frame is a master list of all the sample units in the population.
TRUE
77. Computer programs can be designed to generate numbers without any systematic sequence to the numbers whatsoever. This describes the random numbers method.
TRUE
30. Which of the following is the best definition of cluster sampling? A) The population is divided into subgroups and a simple random sample is taken from each subgroup. B) The population is divided into subgroups; subgroups are combined into clusters, and subsets of clusters are sampled. C) The population is divided into subgroups and a single/or several subgroup(s) is/are then selected from which either a census or a sample is drawn. D) The population is divided into subgroups and a single/or several subgroup(s) is/are then selected from which a sample is drawn. E) The population is divided into subgroups and a systematic sample is taken from each subgroup
The population is divided into subgroups and a single/or several subgroup(s) is/are then selected from which either a census or a sample is drawn.
26. A subset of the population is: A) A sample. B) A sample unit. C) A subpopulation. D) A population.
a. A sample
25. The most well known census is the U.S. census for which the target population is: A) All households in the U.S. B) A certain percentage of the U.S. population. C) An equal number of people from each region of the U.S. D) An equal percentage of people from each region of the U.S.
a. All households in the U.S.
29. A sampling method that separates the population into different subgroups and then samples one or some of these subgroups is: A) cluster sampling. B) simple sampling. C) stratified sampling. D) systematic sampling. E) grouped sampling.
a. Cluster sampling
85. Eddie Livingston is president of BankTrust, a banking firm with several bank locations. Eddie has been exploring the impact of service satisfaction with bank performance and is convinced that he can improve the bank's RONW if he can improve customer satisfaction. He has been contemplating a proposal from Tanner Research to begin a program of improving customer satisfaction. Tanner has recommended a survey of bank customers to establish gaps in service as perceived by the customers. Eddie knows that the bank has a list of all the customers and that this information is on an electronic database complete with mailing addresses and, for those having Internet service, email addresses. At the next meeting, Eddie expresses concern that sending a questionnaire to all bank customers is an inconvenience to them and he doesn't want to create more hassles. The researchers from Tanner Research assure Eddie that they can get the needed information for as few as a couple of hundred customers and that the results will be representative of all bank customers. Which of the following sample methods would most likely be appropriate? A) simple random sample B) judgment sample C) stratified sample D) cluster, area sample E) systematic sample
a. Simple random sample
32. A sampling method that separates the population into different subgroups, and then samples all of these subgroups, is the definition for: A) stratified sampling. B) area sampling. C) cluster sampling. D) simple sampling. E) comprehensive sampling.
a. Stratified sampling
37. A stratified sample may require the calculation of ________ to achieve accuracy. A) weighted mean B) a mean C) unweighted mean D) weighted calculation
a. Weighted means
2. An entire group under study, as specified by the objectives of the research project, is known as the: A) population. B) sample. C) sample unit. D) census. E) study group.
a. population
5. Simple random sampling is an appealing sampling method simply because it embodies the requirements necessary to obtain a: A) Probability sample. B) Quota sample. C) Convenience sample. D) Nonprobability sample.
a. probability sample
27. ________ pertains to the basic level of investigation. A) A sample B) A sample unit C) A subpopulation D) A population
b. A sample unit
48. In ________, the selection of the place and, consequently, prospective respondents is subjective rather than objective. A) quota sampling B) convenience sampling C) referral sampling D) purposive sampling
b. Convenience sampling
46. Which of the following best illustrates what is meant by validating the sample? A) buying samples only from a well-known and respected sampling firm B) using samples that have, in the past, provided reliable and valid results C) comparing the sample's profile with a known profile such as the census D) confirming the manager's approval E) There is no way to "validate" a sample. This is why probability sampling methods are so important.
b. Using samples that have, in the past, provided reliable and valid results
44. When assessing sample frame error, which two factors are to be considered? A) the cost of the frame versus the accuracy of the frame B) are people in the frame different from the population, and are people in the population not on the frame's list C) the coincidence rate and the bi-incidence rate D) the cost versus the timeliness of the frame E) the cost versus the manager's preferences
b. are people in the frame different from the population, and are people in the population not on the frame's list
1. ________ is an entire group under study as specified by the objectives of the research project. A) Study group B) Population C) Sample D) Census
b. population
4. There are different types of probability sampling methods. Which of the following is NOT one of those types? A) Simple random sample B) Simple targeted sample C) Systematic sampling D) Cluster sampling
b. simple targeted sample
20. Calculation of the skip interval is important in which sampling plan? A) simple random sample B) systematic sample C) "skip" sample D) cluster sample E) interval sample
b. systematic sample
24. When a researcher performs an accounting of the complete population, it is called: A) Population accounting. B) Complete sampling. C) A census. D) Comprehensive accounting.
c. A census
39. One of the nonprobability methods used for sampling is: A) cluster sampling. B) systematic sampling. C) convenience sampling. D) stratified sampling. E) simple random sample.
c. Convenience sampling
46. Which type of research method uses purposive sampling rather than probability sampling? A) Secondary research B) Surveys C) Focus groups D) Exploratory research
c. Focus groups
87. Tata Motors of India is marketing a new vehicle that retails for only $2,200. The vehicle will carry two persons and has a body made of fiberglass. It is designed in component parts so that if a part is broken, you can easily disassemble the part and replace it with a new one ordered from Tata. Tata realizes that it will take some time for countries to allow the small vehicle on public roads due to safety requirements. However, Tata sees an immediate market among business firms who need inexpensive yet reliable vehicles to transport personnel around large manufacturing or warehousing facilities. One Tata manager stated: "Ninety percent of the time, company cars are used to transport only one or two persons and much of their travel is confined to the plant premises. The new Tata vehicle will not replace the large company cars but can reduce the number of company cars a firm must buy by a substantial amount, thus saving tremendous amounts of money." Executives at Tata are interested in a sales estimate in Great Britain, their first targeted market outside of India. They will construct a sales forecast based upon a survey of companies and they know that demand will vary substantially, depending on the size of the company. Small firms will not want any vehicles, medium-sized firms may want about 5 or 10 vehicles, and large firms may want 20 to 100 vehicles. Secondary data is available that allows Tata to identify all firms in Great Britain and to know the size of the firm. If a survey is conducted to predict demand for the new Tata vehicle among business firms, which of the following sampling methods would be most appropriate? A) simple random sample B) judgment sample C) stratified sample D) cluster, area sample E) systematic sample
c. Stratified sample
56. Inspecting some relevant characteristics of the sample (such as distribution of males and females, age ranges, etc.) to judge how well it matches the known distribution of these characteristics in the population is known as: A) Obtaining the sample frame. B) Defining the sample population. C) Validating the sample. D) Drawing the sample.
c. Validating the sample
3. Managers, relative to researchers, define the population: A) the same. B) in very specific terms. C) in less specific terms. D) not at all; researchers do it for them. E) none of the above
c. in less specific terms
38. When a proportionate stratified sampling plan is used, the weighted mean formula: A) should be used to ensure statistical efficiency. B) should be calculated using the weights represented by the proportions. C) should not be used. D) should be used if the sample size is greater than 100. E) should be used only if time constraints permit.
c. should not be used
20. _______, which is a way to select a random sample from a directory or list, is much more efficient (uses less effort) than simple random sampling. A) Non-systematic sampling B) Convenience sampling C) Systematic sampling D) Quota sampling
c. systematic sampling
10. Sampling error is caused by two factors; one of them is: A) the size of the population. B) the method of the sample unit definition. C) the method of sample selection. D) the method of population selection. E) the education of the researcher.
c. the method of sample selection
15. It is impossible to determine the probability when using nonprobability methods because: A) the selection technique is subjective. B) the population size is known. C) the population size is unknown. D) the selection technique is objective. E) there is no true selection technique.
c. the population size is known
12. Reasons for taking a sample instead of a census include: A) cost. B) inability of research firms to handle huge amounts of data generated by a census on a large population. C) There is no good reason; a census is preferred over a sample. D) A and B E) B and C
d. A and B
42. When a researcher asks respondents for the names or identities of others like themselves who might qualify to take part in the survey, they are using what type of sampling method? A) Convenience sampling B) Purposive sampling C) Quota sampling D) Chain referral sampling
d. Chain referral sampling
31. Sampling a geographical area using area sampling is a form of: A) systematic, geographic sampling. B) simple random sampling. C) nonprobability sampling. D) cluster sampling. E) geosynchronous sampling.
d. Cluster sampling
84. Tom and Mary Nesbitt commissioned a local university to determine if there would be adequate demand for sailing outings on a large catamaran at a local beach frequented by vacationers. The beach was about 5 miles in length and was lined with hotels and condominiums that rented rooms and condos to thousands of visitors each year. At present, there were few water sports available and were limited to "active participant" rides, such as parasailing or kite sailing. The Nesbitts felt that if there was adequate demand, they may invest the required $750,000 needed to purchase the 110-foot-long catamaran that could carry as many as 80 passengers and a crew of eight on each trip. The Nesbitts felt that few of the persons living in the adjoining city near the beach would be in their target market. Instead, they felt 95% of their business would come from persons at the beach who would see the catamaran sailing back and forth and would walk to one of two locations to take the ride. "We want a sample taken of persons who are actually on the beach during a single weekday in June," Mary said. Given that you want to have a probability sample, which of the following sample methods would likely be most appropriate? A) simple random sample B) judgment sample C) stratified sample D) cluster, area sample E) systematic sample
d. Cluster, area sample
49. A research company performing a mall intercept study would be an example of the use of what type of sampling method? A) Quota sampling B) Purposive sampling C) Referral sampling D) Convenience sampling
d. Convenience sampling
53. ________ are those purchased or otherwise procured from someone or some company that has compiled email addresses of opt-in members of the population of interest. A) Blue ocean samples B) Online panels C) River samples D) List samples
d. List samples
47. ________ are appropriate when researchers have a detailed demographic profile of the population on which to base the sample. A) Referral samples B) Convenience samples C) Purposive samples D) Quota samples
d. Quota samples
17. Which of the following sample plans would not be considered a probability sample? A) simple random sample B) systematic sample C) cluster sample D) judgment sample E) stratified sample
d. judgment sample
19. If you perform a blind draw in sampling, what type of simple random sampling method are you using? A) random digit B) random numbers C) random units D) random device E) random skip
d. random device
4. A subset of the population that should represent the entire group, is known as a: A) population. B) sample unit. C) census. D) sample. E) population set.
d. sample
