MGKT 326 EXAM #2

Nonsampling error

A bias that occurs in a research study regardless of whether a sample or census is used.

Identify a difficulty associated with detecting sampling errors in a research study.

A census is rarely conducted in survey research.

Identify an advantage of convenience sampling.

A large number of respondents can be interviewed in a relatively short time.

Quota sampling

A nonprobability sampling method in which participants are selected according to prespecified quotas regarding demographics, attitudes, behaviors, or some other criteria.

Convenience sampling

A nonprobability sampling method in which samples are drawn at the convenience of the researcher.

Snowball sampling

A nonprobability sampling method, also called referral sampling, in which a set of respondents is chosen, and they help the researcher identify additional people to be included in the study.

Simple random sampling (SRS)

A probability sampling procedure in which every sampling unit has a known and equal chance of being selected.

Identify a true statement about determining the sample size for nonprobability samples.

A researcher makes subjective, intuitive judgments based on either past studies or the amount of resources available when deriving samples.

Proportionately stratified sampling

A stratified sampling method in which each stratum is dependent on its size relative to the population.

Nonresponse error

A systematic bias that occurs when the final sample differs from the planned sample.

Identify the popular techniques for evaluating internal consistency reliability. (Check all that apply.)

Coefficient alpha Split-half test

Which of the following must a researcher do before determining layout and evaluating the questionnaire to be used in a survey? (Check all that apply.)

Confirm research objectives and information requirements Develop questions and scaling Choose appropriate data collection method

The integrative process in which researchers determine what particular data should be collected for solving the defined research problem is called _____.

Construct development

Identify the advantages of conducting telephone interviews to collect data. (Check all that apply.)

Data collection is quicker than in face-to-face interviews. Respondents across a wide geographic area can be interviewed. The selection of a random sample is possible through random digit dialing.

Unlike unstructured question formats, structured question formats _____.

Decrease the amount of thought and effort required by particle-nets

Probability sampling

Each sampling unit in the defined target population has a known probability of being selected for the sample.

Which of the following are differences between causal research designs and exploratory or descriptive research designs? (Check all that apply.)

Exploratory and descriptive designs usually lack the control mechanism of causal designs. The hypotheses of exploratory designs focus on the magnitude and/or direction of an association, while the hypotheses of causal designs focus on causality.

The extent to which a causal relationship found in a study can be expected to be true for the entire target population.

External validity

True or false: Nonprobability sampling results are often used by researchers to make statistical inferences about the true population parameters.

F

In the context of the steps followed in questionnaire design, implementing a survey involves _____.

Following up to make sure all previous decisions are properly implemented

Which of the following are respondent characteristics that need to be considered by researchers when choosing a data collection method? (Check all that apply.)

Incidence rate Respondent participation Diversity

A scale that demonstrates absolute differences between each scale point, but does not allow researchers to make absolute comparisons between responses, is called a(n) _____.

Interval scale

Which of the following are advantages of quota sampling? (Check all that apply.)

It ensures the identification and inclusion of appropriate subgroups in a survey. The sample generated consists of specific subgroups in the proportions desired by researchers.

Identify a disadvantage of simple random sampling.

It is difficult to obtain a precise and complete listing of the target population elements.

Which of the following is an advantage of simple random sampling?

It produces unbiased estimates of the characteristics of the target population.

An ordinal scale format that asks respondents to indicate the degree to which they agree or disagree with a series of mental belief or behavioral belief statements about a given object is called a(n)

Likert scale

Li, a researcher, is trying to collect data regarding adolescent behavior in schools using a questionnaire. The scale points in the measurement instrument are as follows: 5, Strongly Disagree; 4, Disagree; 3, Neither Agree Nor Disagree; 2, Agree; 1, Strongly Agree. In this scenario, Li is using a _____. Multiple choice question.

Likert scale

Identify an issue researchers Should use when developing an online survey

Recruiting respondents is challenging

In the context of stratified random sampling, which of the following is true of dividing a target population into homogeneous strata?

Researchers have the opportunity to study each stratum and compare strata.

Identify the true statements about data quality requirements that a researcher should consider when selecting a survey method. (Check all that apply.)

Researchers who have complete data can paint a total picture by fully describing the information from each respondent. The generalizability of data collected using any technique will be limited if the sample size is small.

_____, a primary metric for traditional data collection methods, is difficult to measure for online surveys.

Response rate

Identify the formula to calculate the sample size when researchers work with small populations.

Sample size = (Specified degree of confidence × Variability/Desired precision)2 × N/(N + n - 1)

Nonprobability sampling

Sampling designs in which the probability of selection of each sampling unit is not known. The selection of sampling units is based on the judgment of the researcher and may or may not be representative of the target population.

Which of the following is true of detecting sampling errors in a research study?

Sampling error determination can be done only after a sample is drawn and data collection is completed.

Stratified random sampling

Separation of the target population into different groups, called strata, and the selection of samples from each stratum.

Systematic random sampling (SYMRS)

Similar to simple random sampling but the defined target population is ordered in some way, usually in the form of a customer list, taxpayer roll, or membership roster, and selected systematically.

_____ or referral sampling is a nonprobability sampling method in which a set of respondents is chosen by a researcher, and they help the researcher identify additional people to be included in the study.

Snowball sampling

Identify the task characteristics that researchers should consider when selecting a survey method. (Check all that apply.)

Stimuli required to elicit a response from participants The difficulty of the task given to participants The amount of information required from participants

_____ involves the separation of the target population into different groups and the selection of samples from each group.

Stratified random sampling

A unique bipolar ordinal scale format that captures a person's attitudes or feelings about a given object is called a _____.

Symantec differential scale

Validity

The ability of a test to measure what it is intended to measure

Identify the disadvantages of using telephone interviews to collect data. (Check all that apply.)

The complexity of some questions increases when they have to be answered over the telephone. This method does not typically allow nonaudio stimuli to be presented to respondents over the telephone.

Which of the following is true of convenience sampling?

The data are not generalizable to the members of the defined target population.

Internal validity

The extent to which the research design accurately identifies causal relationships.

Identify the true statements about the factors that play an important role in determining sample sizes with probability designs. (Check all that apply.)

The higher the level of confidence desired, the larger the sample size required. The greater the variability in the data being estimated, the larger the sample size required.

Sampling frame

The list of all eligible sampling units.

In the context of errors in surveys, identify the factors that cause sampling errors. (Check all that apply.)

The method of sampling used The sample size used

What is at the core of construct development?

The need to determine what is measured exactly

Which of the following are factors that play a significant role in determining sample sizes with probability designs? (Check all that apply.)

The population variance The level of confidence desired in the sample estimate The degree of precision desired in estimating the population characteristic

Which of the following is a drawback of using telephone interviews to collect data?

The public has a poor perception of telephone interviews because of sugging.

Which of the following is a specific rule followed when members from a population are selected in probability sampling?

The sample population must be a proper representation of the defined target population.

Which of the following techniques involves reiterating the scale measurement with either one sample of respondents at two different times or two different samples of respondents from one specific target population under as nearly the same conditions as possible?

The test-retest reiability

Karen, a researcher, administers a test on a particular 15-member family once every fifteen days for two months. She chooses this technique of measurement to make sure the results are reliable. Identify the method used by Karen.

The test-retest reliability technique

Identify true statements about research panel samples. (Check all that apply.)

They are quota samples drawn based on behavioral patterns, demographic quotas, and similar information. They are nonprobability samples but are considered representative of the target population.

Which of the following is a disadvantage of mobile phone surveys?

They are unsuitable for research that involves complex and/or long questions and responses.

Identify the features of unbalanced scales that differentiate them from balanced scales. (Check all that apply.)

They often introduce bias in the research project. They have a larger number of response choices on one side, either positive or negative.

True or false: Absolute difference between rankings cannot be determined using ordinal scales.

True

When is snowball sampling typically used? (Check all that apply.)

When the defined target population is unique and small When it is very difficult to compile a complete list of sampling units

One major drawback of mail surveys is that _____.

a nonresponse bias can be created because of response rates being lower than those for face-to-face or telephone interviews

In systematic random sampling, sampling units are selected _____.

according to their position using a skip interval

A true statement about sampling frames is that _____.

accurate, representative, and current sampling frames are difficult and expensive to obtain

A special type of rating scale designed to capture the likelihood that people will demonstrate some type of predictable behavior intent toward purchasing an object or service in a future time frame is called a _____.

behavioral intention scale

Sharon, a researcher, is using a rating scale to collect data for her study on the likelihood of consumers visiting particular restaurants. The rating scale assesses the likelihood of consumers visiting EatnShop, VictoryDine, GentleFoods, and Hog and Blog. The scale points are as follows: Would definitely eat here; Would probably eat here; Would probably not eat here; Would definitely not eat here. In this scenario, Sharon is using a _____.

behavioral intention scale

The primary difficulty researchers encounter when using stratified sampling is _____.

determining the basis for stratifying the target population

The primary focus of causal research is to obtain data that allows researchers to assess cause-effect relationships between two or more variables, while data from exploratory and survey research designs enables researchers to _____.

evaluate noncausal relationships between variables

The extent to which a causal relationship found in a study can be expected to be true for the entire target population is called _____.

external validity

A difference between balanced and unbalanced scales is that balanced scales _____.

have an equal number of positive and negative response options

The extent to which a research design accurately identifies causal relationships is called _____.

internal validity

To measure consumer responses, CellMan Inc., a mobile phone company, asks its users to rate its products' features on a scale of 1 to 5, where 1 is "Strongly disliked this feature" and 5 is "Absolutely loved this feature." CellMan Inc. is using _____ to measure consumer responses.

interval scales

In comparison to single-item scales, multiple-item scales are generally _____.

more reliable and valid

Identify the standardized formula used to calculate the sample size for a simple random sample in a situation where estimates of population proportion are of concern.

n = (Z2B,CL)Z2B,CL ([PXQ]e2)

Identify the formula used to estimate the sample size for a simple random sample when the situation involves estimating a population mean.

n = (Z2B,CL)Z2B,CL (σ2e2)

A scale that allows a respondent to express relative magnitude between the answers to a question and arranges responses in a hierarchical pattern, but does not allow researchers to determine absolute difference between responses, is called a(n) _____.

ordinal scale

In _____, each sampling unit in the defined target population has a known possibility of being selected for the sample.

probability sampling

Research panel samples are most often considered _____.

quota sampling

A list of all eligible sampling units that are developed by a researcher is called a(n) .

sampling frame

A probability sampling procedure in which every sampling unit has a known and equal chance of being selected is called _____.

simple random sampeling

A marketing researcher wants to draw a sample of 30 participants out of the 100 potential participants who are present. The researcher writes each participant's name on a separate, identical piece of paper and places all the names in a bowl. She then proceeds to pick names arbitrarily until she picks 30 participants. The scenario given above is an example of _____.

simple random sampling

In _____, a defined target population is ordered in some way, usually in the form of a taxpayer roll, customer list, or membership roster, and selected systematically.

systematic random sampling

Internal validity exists when _____.

the competing explanations for the conclusions about a hypothesized relationship can be ruled out

Incidence rate

the percentage of the general population that is the subject of the market research

Central limit theorem (CLT)

the sampling distribution derived from a simple random sample will be approximately normally distributed

An inherent limitation of quota sampling is that _____.

the success of a study is dependent on subjective decisions made by researchers