Quiz CH 12

Internet surveys probably should remain active for a minimum of _____ hours.

1. 48 2. 24 3. 5 4. 12*

If 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 using a systematic sampling technique, after a random start, the researcher should select every ______ name on the list.

1. 50th 2. 5th* 3. 10th 4. 20th

All of the following are stages in the selection of a sample EXCEPT _____.

1. conduct fieldwork 2. select a sampling frame 3. determine sample size 4. analyze data*

When 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, this is an example of what type of sample?

1. convenience sample 2. area sample 3. judgment sample* 4. cluster sample

Lists of respondents who have agreed to participate in marketing research along with the e-mail contact information for these individuals are called _____.

1. e-samples 2. perpetual samples 3. online panels* 4. interactive samples

When a researcher puts the name of each person on 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, this is an example of what type of sampling procedure?

1. judgment sample 2. simple random sample* 3. area sample 4. stratified sample

All of the following are advantages of quota sampling over probability sampling EXCEPT ____.

1. lower cost 2. lower error* 3. convenience 4. speed of data collection

When a company decides to send an Internet survey to all of its 127-member sales force to determine their morale, this is an example of a _____

1. multistage area sample 2. cluster sample 3. census* 4. sample

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 _____.

1. select the actual sampling units 2. select a sampling frame 3. define the target population* 4. determine the sample size

A marketing researcher wants to put together four focus groups of 18-24 year-old males who are "heavy downloaders of music" (defined as downloading 50 songs per month). He finds one person in the target market who qualifies and then asks that person to suggest the names of two other males between the ages of 18-24 who download music so that he can invite them to participate in the focus group. These people, in turn, are each asked to suggest two others similar to themselves to participate in the focus group study. This procedure represents what type of sampling procedure?

1. snowball sample* 2. judgment sample 3. area sample 4. stepwise sample