CH 12: Marketing Research Final (Updated)

A sampling procedure that assures each element in the population of an equal chance of being included in the sample is called ____. A. simple random sampling B. primary random sampling C. primary sampling D. stratified sampling

A. simple random sampling

Which type of nonprobability sampling technique is used in the Consumer Price Index? A. convenience B. judgment C. cluster D. stratified

B. judgment

Lists of respondents who have agreed to participate in marketing research along with their e-mail contact information are called ____. A. interactive samples B. online panels C. perpetual samples D. e-samples

B. online panels

Janet has agreed to participate in surveys online. Every few weeks, she is sent an email asking her to participate in an online survey. What did Janet most likely do to become involved in these research studies? A. opted out B. opted in C. randomized herself D. met a quota

B. opted in

Which type of error occurs when potential respondents are improperly excluded before the sample is taken? A. Type I error B. sampling frame error C. statistical error D. list error

B. sampling frame error

Which probability sampling technique is economically efficient and uses a group of elements as the primary sampling unit? A. simple random B. snowball C. cluster D. quota

C. cluster

When a researcher uses students to participate in a study because he has easy access to them, what type of sampling procedure is being used? A. judgment sampling B. systematic sampling C. snowball sampling D. convenience sampling

D. convenience sampling

A canvas is an investigation of all the individual elements that make up the population.

False

A census is any complete group whose members share some common set of characteristics.

False

A convenience sample is a type of probability sample.

False

As sample size decreases, random sampling error decreases

False

As used in sampling theory, the term random refers to the distribution of sample data.

False

Multistage samples are frequently used due to their low cost.

False

Sampling frames are consistent available around the world.

False

The first stage in the selection of a sample is to determine the sampling frame.

False

The individual element in a final cluster sample is called the primary sampling unit (PSU).

False

Trickle-down sampling involves using probability methods for an initial selection of respondents and then obtaining additional respondents through information provided by the initial respondents.

False

A list of all of the members of the Atlanta chapter of the American Psychological Association is an example of a sampling frame.

True

A reverse telephone directory provides the same information contained in a telephone directory, but in a different format.

True

A sampling frame is also called a "working population."

True

If individuals do not opt in to receive e-mail from a particular organization, they may consider unsolicited survey requests to be spam.

True

List brokers rent lists of names, addresses, phone numbers, and e-mail addresses of specific populations.

True

Multistage area sampling uses cluster sampling in combination with other random sampling procedures.

True

One advantage of a convenience sample is that there is no need for a population list.

True

Sampling involves using a small number of people in the target market to make conclusions about the entire target market population.

True

Simple random sampling ensures that each element in the population will have an equal chance of being included in the sample.

True

Which statement comparing quota sampling with probability sampling is true? A. Quota sampling typically costs less than probability sampling. B. Quota sampling is typically less convenient for researchers than is probability sampling. C. A study using quota sampling will typically take substantially more time to complete. D. Quota sampling generally provides a more random sample than probability sampling.

A. Quota sampling typically costs less than probability sampling.

All of the following are stages in the selection of a sample EXCEPT to ____. A. analyze data B. select a sampling frame C. determine sample size D. conduct fieldwork

A. analyze data

When a researcher has made the decision to conduct a survey using a sample of the population, the FIRST step in the selection of the sample is to ____. A. define the target population B. determine the sample size C. select the actual sampling units D. select a sampling frame

A. define the target population

A marketing vice-president tells the marketing department to schedule a test market in Dallas because he feels that this city is "typical" of the composition of the target market for a new product nationally. The vice president is asking for a(n) ____. A. judgment sample B. area sample C. cluster sample D. convenience sample

A. judgment sample

A researcher is interested in studying attitudes about raw milk sales and has reason to believe that urban, suburban, and rural groups will vary in their responses. The researcher knows that the population being studied is 50% urban, 40% suburban, and 20% rural. She classifies the potential participants as urban, suburban, or rural residents, and then, for a sample totaling 100, randomly selects 50 individuals from the urban group, 40 from the suburban group, and 20 from the rural group. The researcher is using a(n) ____. A. proportional stratified sample B. balanced stratified sample C. even stratified sample D. primary stratified sample

A. proportional stratified sample

The difference between the sample result and the result of an accurate census is called ____. A. random sampling error B. systematic sampling error C. primary sampling error D. secondary sampling error

A. random sampling error

A national political pollster randomly selects ten states, then randomly selects five counties within each state, then randomly selects five voting precincts within these counties, then randomly selects five blocks within these precincts, and finally, randomly selects five households for door-to-door interviews about their voting intentions in the next Presidential election. This is best called a(n) ____. A. simple random sample B. multistage area sample C. systematic sample D. nonprobability sample

B. multistage area sample

The head of the marketing research department instructs field interviewers to interview owners of DVD players in a shopping mall such that they each interview 10 Sony owners, 8 Panasonic owners, 6 Toshiba owners, and 4 owners of other brands. Which type of sampling procedure is being used? A. systematic sample B. quota sample C. area sample D. multistage sample

B. quota sample

A researcher wants to study the members of the American Marketing Association and selects a sample from its membership list. The membership list is an example of a ____. A. reverse directory B. sampling frame C. systematic sampling list D. census

B. sampling frame

A single element or group of elements that is eligible for selection via the sampling process is called a ____. A. sampling panel B. sampling unit C. sampling error D. sampling quota

B. sampling unit

A researcher puts the name of each person in a sampling frame list on a 3" x 5" card, shuffles the cards thoroughly, and then selects 35 names from the top of the pile of cards for a phone interview study. What type of sampling procedure is being used? A. judgment sample B. simple random sample C. stratified sample D. area sample

B. simple random sample

In which type of sampling is a subsample drawn using simple random sampling within each stratum? A. cluster sampling B. stratified sampling C. systematic sampling D. convenience sampling

B. stratified sampling

Which type of sampling error is primarily due to the nature of a study's design and the correctness of study execution? A. random sampling error B. systematic sampling error C. primary sampling error D. secondary sampling error

B. systematic sampling error

A researcher wants to select 50 customers from a sampling frame of 250 customers who have purchased at least $10,000 worth of products from his company within the past six months. The researcher wants to use a systematic sampling technique. After randomly selecting a starting point, the researcher should select every ____ name on the list. A. 20th B. 10th C. 5th D. 50th

C. 5th

A company decides to send an Internet survey to all of its 127-member sales force to determine their morale. This is a ____. A. cluster sample B. multistage area sample C. census D. sample

C. census

As sample size ____, random sampling error ____. A. increases; increases B. decreases; decreases C. increases; decreases D. increase; remains unchanged

C. increases; decreases

A telephone directory that lists the people in the phone book by their street address instead of by their last name is a type of ____. A. snowball directory B. inverse directory C. reverse directory D. sampling frame directory

C. reverse directory

A researcher for Procter & Gamble selects five states randomly, and then selects 10 supermarket chains within each of these states to call for a phone survey for a test market of a new shampoo. Which type of sampling procedure is being used? A. systematic sample B. simple random sample C. nonprobability sample D. cluster sample

D. cluster sample

When a local television station sends a crew to interview joggers in the city park on a beautiful spring day, what type of sample is being used? A. cluster sample B. multistage area sample C. systematic sample D. convenience sample

D. convenience sample

Which technique uses nonprobability sampling, in which an experienced individual selects the sample based on his or her judgment about some appropriate characteristics required of the sample member? A. area sample B. subjective sample C. stratified sample D. judgment sample

D. judgment sample

In which type of sampling does every element in the population have a known, nonzero probability of selection? A. absolute sampling B. relative sampling C. nonprobability sampling D. probability sampling

D. probability sampling

If Northwest Airlines selects randomly a set of 40 flights on a given day, and then selects randomly a group of ten passengers on each of these flights to participate in an in-flight survey, the passengers are best referred to as a ____. A. PSU B. census C. systematic sample D. secondary sampling unit

D. secondary sampling unit

In stratified sampling, a subsample is drawn using judgment sampling within each stratum.

False

Judgment sampling is a nonprobability sampling technique in which an experienced individual selects the sample based on his or her judgment about some appropriate characteristics required of the sample member.

True

Larger samples allow conclusions to be drawn with more confidence that they truly represent the population.

True

Systematic sampling can, under certain conditions, yield a random sample.

True

The most popular type of cluster sample is the area sample.

True

When a nonprobability sample is used, there are no appropriate statistical techniques for measurement of random sampling error.

True