Marketing Research Chapter 9
A(n) ________ involves a complete count of each element in a population. A) census B) sample C) element D) sampling unit E) count
A
According to the text, ________ refers to the level of uncertainty about the characteristic being measured. A) precision B) reliability C) validity D) efficiency E) technical doubt
A
According to the text, which of the following is the first step in the sampling design process? A) define the population B) determine the sampling frame C) select sampling technique(s) D) determine the sample size E) count your resources available
A
All of the following are examples of convenience sampling EXCEPT ________. A) expert witnesses used in court B) use of students, church groups, and members of social organizations C) department stores using charge account lists D) tear-out questionnaires included in a magazine E) mall intercept interviews conducted without qualifying respondents
A
A(n) ________ is the total of all the elements that share some common set of characteristics. A) sample B) population C) inference D) hypothesis E) elements
B
A census can greatly decrease nonsampling error.
false
The aggregate of all elements, sharing some common set of characteristics, which comprises the universe for the purpose of the marketing research problem, is called the sample.
false
The collection of elements or objects that possess the information the researcher seeks and about which the researcher will make inferences is called the target population.
true
The major advantage of snowball sampling is that it substantially increases the likelihood of locating respondents in the population with the desired characteristic(s).
true
The number of units to be included in a study is called the sample size.
true
The representativeness of information from general social media can be improved by screening resulting in a more targeted and representative sample.
true
The target population should be defined in terms of elements, sample units, extent, and time frame.
true
The typical range for sample size in problem solving research, product tests, and test marketing studies is 300-500 respondents.
true
A sampling procedure in which each element of the population has a fixed probabilistic chance of being selected for the sample is called ________. A) probability sampling B) nonprobability sampling C) quota sampling D) snowball sampling E) window sampling
A
A(n) ________ is a representation of the elements of the target population, which consists of a list or set of directions for identifying the target population. A) sampling frame B) census tract C) sampling unit D) hypothesis E) geodemographic template
A
In sampling, a(n) ________ is the object or person about which or from which the information is desired. A) element B) incident C) hypothesis D) census E) information unit
A
The collection of elements or objects that possess the information the researcher seeks and about which the researcher will make inferences is called the ________. A) target population B) census C) element D) incident E) intended abstract
A
Which of the following is NOT an example of a commonly used probability sampling technique? A) quota sampling B) systematic sampling C) stratified sampling D) cluster sampling E) simple random sampling
A
________ is a nonprobability sampling technique that attempts to obtain a sample of convenient elements and leaves the selection of sampling units primarily to the interviewer. A) Convenience sampling B) Snowball sampling C) Simple random sampling D) Systematic sampling E) Window sampling
A
________ is a nonprobability sampling technique that is a two-stage restricted judgmental sampling. The first stage consists of developing control categories of population elements. In the second stage, sample elements are selected based on convenience or judgment. A) Quota sampling B) Simple random sampling C) Snowball sampling D) Cluster sampling E) Stratified sampling
A
________ is a probability sampling technique in which each element in the population has a known and equal probability of selection. A) Simple random sampling B) Quota sampling C) Snowball sampling D) Cluster sampling E) Equivalent sampling
A
________ relies on the personal judgment of the researcher, rather than chance, in selecting sampling elements. A) Nonprobability sampling B) Probability sampling C) Simple random sampling D) Systematic sampling E) Umpire sampling
A
A nonprobability sampling technique in which an initial group of respondents is selected randomly and subsequent respondents are selected based on the referrals or information provided by the initial respondents is called ________. A) quota sampling B) snowball sampling C) stratified sampling D) cluster sampling E) respondent sampling
B
Objects that possess the information the researcher seeks and about which the researcher will make inferences is called a(n) ________. A) incident B) element C) hypothesis D) census E) inference unit
B
Sampling techniques that do not use chance selection procedures and rely on the personal judgment of the researcher are called ________. A) probability sampling techniques B) nonprobability sampling techniques C) stratified sampling D) cluster sampling E) semantic differential sampling
B
The target population should be defined in terms of all of the following EXCEPT in terms of ________. A) elements B) cost C) sampling units D) time frame E) extent
B
A complete enumeration of the elements of a population or study objects is called a(n) ________. A) sample B) element C) census D) sampling unit E) count
C
A form of convenience sampling in which the population elements are selected based on the researcher's discretion is called ________. A) quota sampling B) snowball sampling C) judgmental sampling D) sampling E) simple random sampling
C
A(n) ________ is the basic unit containing the elements of the population to be sampled. A) hypothesis B) theory C) sampling unit D) coefficient alpha E) household
C
According to the text, in survey research, the element is usually the ________. A) questionnaire B) interviewer C) respondent D) product E) Metropolitan Statistical Area (MSA)
C
In which of the following types of research are convenience samples appropriate to use? A) descriptive research B) causal research C) exploratory research D) survey research E) any research where the goal is to draw population inferences
C
The number of units to be included in a study is called the ________. A) census B) sampling frame C) sample size D) incident E) company roster
C
Which of the following is NOT one of the five basic questions that is addressed in the sample design phase? A) "Should a sample be taken?" B) "What kind of sample should be taken?" C) "How much should the sample cost?" D) "How large should the sample be?" E) "What process should be followed?"
C
A probability sampling technique in which the sample is chosen by selecting a random starting point and then picking every ith element in succession from the sampling frame is called ________. A) simple random sampling B) snowball sampling C) cluster sampling D) systematic sampling E) succession sampling
D
A(n) ________ is a subgroup of the elements of the population selected for participation in the study. A) census B) element C) incident D) sample E) segment
D
All of the following are examples of commonly used nonprobability sampling techniques EXCEPT ________. A) judgmental sampling B) quota sampling C) snowball sampling D) cluster sampling E) convenience sampling
D
In ________, sampling elements are selected by chance, that is, randomly. A) nonprobability sampling B) convenience sampling C) judgmental sampling D) probability sampling E) lotto sampling
D
The aggregate of all elements, sharing some common set of characteristics, which comprise the universe for the purpose of the marketing research problem, is called the ________. A) sample B) inference C) hypothesis D) population E) element aggregate
D
Which of the following is NOT a common example of judgmental sampling? A) test markets selected to determine the potential of a new product B) purchase engineers selected in industrial marketing research because they are considered to be representative of the company C) department stores selected to test new merchandising display D) mall intercept interviews conducted without qualifying the respondents E) precincts selected in voting behavior research
D
Which of the following is NOT a weakness of stratified sampling? A) difficult to select relevant stratification variables B) not feasible to stratify on many variables C) expensive D) All are weaknesses of stratified sampling. E) None are weaknesses of stratified sampling.
D
________ is a technique used to overcome the bias of unpublished and recent telephone numbers by selecting all telephone number digits at random. A) Systematic dialing B) Cluster dialing C) Quota dialing D) Random-digit dialing E) Speed dialing
D
According to the text, all of the following are challenges faced in implementing a sampling design in international research EXCEPT ________. A) individuals responsible for making or influencing decision may vary B) in developing an appropriate sampling frame one cannot rely on high-quality secondary data as one can in developed countries C) equivalence of samples can elude the researcher D) probability sampling techniques are uncommon overseas E) non-governmental organizations are needed for implementing the sampling design in some countries of the world
E
Examples of nonprobability sampling include all of the following EXCEPT ________. A) interviewing people at street corners B) interviewing people in retail stores C) interviewing people in malls D) asking for referrals from participants who volunteer E) All of the above selections are examples of nonprobability sampling.
E
Which of the following conditions does NOT favor the choice of using a sample over a census? A) small budget B) Time available is short. C) Population size is large. D) Variance in the characteristic of interest is low. E) Cost of sampling error is high.
E
Which of the following is NOT a weakness of simple random sampling? A) difficult to construct sampling frame B) expensive C) lower precision producing samples with large standard errors D) no assurance of representativeness E) not easily understood
E
A complete enumeration of the elements of a population or study object is called a sample.
false
According to the text, in survey research, the element is usually the interviewer.
false
According to the text, the first step in the sampling design process is to determine the sample size.
false
An incident is a subgroup of the elements of the population selected for participation in the study.
false
Cluster sampling is a commonly used nonprobability sampling technique.
false
Every potential nonprobability sample needs to have the same probability of selection.
false
If a great deal of the company's product would need to be consumed as part of the study, then a census would be appropriate.
false
In nonprobability sampling, sampling elements are selected by chance, that is, randomly.
false
In sampling, an incident is the object or person about which or from which the information is desired.
false
Judgmental sampling is a probability sampling technique in which each element in the population has a known and equal probability of selection.
false
Probability sampling relies on the personal judgment of the researcher, rather than chance, in selecting sampling elements.
false
Quota sampling is an example of a commonly used probability sampling technique.
false
Social media content available in the public domain is representative and appropriate for use in marketing research.
false
The results of business-to-business research should be presented in such a way that respondents can be identified and linked to specific comments and findings.
false
The social media sampling frame is unbiased and appropriate for use in marketing research.
false
A census involves a complete count of each element in a population.
true
A form of convenience sampling in which the population elements are selected based on the researcher's discretion is called judgmental sampling.
true
A nonprobability sampling technique in which an initial group of respondents is selected randomly and subsequent respondents are selected based on the referrals or information provided by the initial respondents is called snowball sampling.
true
A population is the total of all the elements that share some common set of characteristics.
true
A probability sampling technique in which the sample is chosen by selecting a random starting point and then picking every ith element in succession from the sampling frame is called systematic sampling.
true
A sampling frame is a representation of the elements of the target population, which consists of a list or set of directions for identifying the target population.
true
A sampling procedure in which each element of the population has a fixed probabilistic chance of being selected for the sample is called probability sampling.
true
A sampling unit is the basic unit containing the elements of the population to be sampled.
true
According to the text, precision refers to the level of uncertainty about the characteristic being measured.
true
An example of nonprobability sampling is interviewing people in malls.
true
Area sampling relies on clustering based on geographic areas such as counties, housing tracts, or blocks.
true
Convenience samples are appropriate to use with exploratory research.
true
Convenience sampling is a nonprobability sampling technique that attempts to obtain a sample of convenient elements and leaves the selection of sampling units primarily to the interviewer.
true
If the sampling unit is different from the element, it is necessary to specify precisely how the elements within the sampling unit should be selected. Selecting the person within the sampling unit with the next birthday is an appropriate way to precisely specify which element to sample.
true
Interviewing students, church groups, and members of social organizations are examples of convenience sampling.
true
It is not always possible to reduce nonsampling error sufficiently to compensate for sampling error.
true
Objects that possess the information the researcher seeks and about which the researcher will make inferences are called elements.
true
Projecting findings based on nonprobability sampling to the population is misleading and therefore unethical.
true
Quota sampling is a nonprobability sampling technique that is a two-stage restricted judgmental sampling. The first stage consists of developing control categories of population elements. In the second stage, sample elements are selected based on convenience or judgment.
true
Sampling efficiency refers to the trade-off between sampling cost and precision.
true
Sampling techniques that do not use chance selection procedures and rely on the personal judgment of the researcher are called nonprobability sampling techniques.
true
