MKT 4310 Chapter 9

Sample frame

A master source of sample units in the population

Sample

A subset of the population that suitably represents that entire group

Systematic sampling

A way to select a random sample from a directory or list that is much more efficient (uses less effort) than with simple random sampling, was the most prevalent type of sampling technique used

Disproportionate stratified sampling

A weighted formula needs to be used because the strata sizes do not reflect their relative proportions in the population

Census

An accounting of the complete population

Sampling error

Any error in a survey that occurs because a sample is used

Skip interval

Calculated by dividing the number of names on the sample size

River sample

Created via the use of banners, pop-ups, or other online devices that invite website visitors to take part in the survey

Sample plan

Definite sequence of steps the researcher goes through to draw and ultimately arrive at the final sample

Weighted mean

Estimates the overall sample mean. Formula takes into consideration the sizes of the strata relative to the total population size and applies those proportions to the strata's means

Two-step area sample

First step: the researcher could select a random sample of areas. Second step: He or she could decide on a probability method to sample individuals within the chosen areas

Statistical efficiency

For the same sample size researchers may obtain equivalent precision among the strata

Skewed population

Has a long tail on one side and short tail on the opposite end. Deviates greatly from the bell-shaped distribution that is assumed to be the case in the use of simple random, systematic, or cluster sampling

Proportionate stratified sample

If the strata sample sizes are faithful to their relative sizes in the population. Do not need to use the weighted formula because each stratum's weight is automatically accounted for by its sample size

Stratified sampling

Separates the population into different subgroups and then samples all of these subgroups. Appropriate when we expect that responses will vary across strata, or groups in the population

Skip interval formula

Skip interval = population list size / sample size

Surrogated measure

Some observable or easily determined characteristic of each population member, is used to help partition or separate the population members into their various subgroupings

Sample unit

The basic level of investigation

Cluster sampling

The population is divided into subgroups (clusters) each of which could represent the entire population

Simple random sampling

The probability of being selected into the sample is equal for all members of the population.

Area sampling

The researcher subdivides the population to be surveyed into geographic areas, such as census tracts, cities, neighborhoods, or any other convenient

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

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

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

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

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

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

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

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

________ 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

________ 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

________ 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

________ pertains to the basic level of investigation. A) A sample B) A sample unit C) A subpopulation D) A population

b

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

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

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

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

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

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

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

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

Which type of research method uses purposive sampling rather than probability sampling? A) Secondary research B) Surveys C) Focus groups D) Exploratory research

c

________, 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

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

d

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

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

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

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

Whenever a sample is taken, the survey will reflect: A) The entire population. B) Sample size. C) The subpopulation. D) Sampling error.

d

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

________ 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

________ 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

Convenience samples

Samples drawn at the convenience of the interviewer (in terms of reduced time and effort turn out)

Purposive samples

Require a judgment or an "educated guess" as to who should represent the population, unlike convenience samples

Probability samples

Samples in which members of the population have a known chance (probability) of being selected into the sample

Nonprobability samples

Samples where the chances (probability) of selecting members form the population into the sample are unknown

Referral samples

Require respondents to provide the names of prospective respondents. Begin when the researcher compiles a short list of possible respondents that is smaller than the total sample he or she desires for the study

statistic vs. parameter

statistics describe a sample. A parameter describes an entire population.

Strata

subgroups

One-step area sample

Researcher may believe the various geographic areas (clusters) to be sufficiently identical to allow concentrating his or her attention on just one area and then generalizing the results to the full population

Online panels

Large numbers of individuals who have agreed to participate in online surveys

Weighted mean formula

Mean population = (mean a)(proportion a) + (mean b)(proportion b)

Plus-one dialing procedure

Numbers are selected from a telephone directory and a digit, such as a 1 is added to each number to determine which telephone number is then dialed

Random numbers

Numbers whose chance nature is assured

Simple random sampling formula

Probability of selection = sample size/population size

Email list samples

Purchased or otherwise procured from someone or some company that has compiled email addresses of opt-in members of the population of interest

Sample frame error

The degree to which the sample frame fails to account for all of the population

Population

The entire group under study as specified by the objective of the research project

Random digit dialing

Used in telephone surveys to overcome the problems of unlisted and new telephone numbers.

Random device method

Using an apparatus of some sort to ensure that every member of the population has the same chance of being selected into the sample

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

A stratified sample may require the calculation of ________ to achieve accuracy. A) weighted mean B) a mean C) unweighted mean D) weighted calculation

a

A subset of the population is: A) A sample. B) A sample unit. C) A subpopulation. D) A population.

a

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

Managers tend to have a ________ definition of the population than do researchers. A) less specific B) more specific C) broader D) very precise

a

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

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

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

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

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

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

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

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

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

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

Quota sample

specified percentages of the total sample for various types of individuals to be interviewed