Chapter 9
41) 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
84) When a researcher specifies percentages of the total sample for various types of individuals to be interviewed and selects them via nonprobability sampling, it is termed a quota sample.
TRUE
86) Sample frame error in convenience sampling occurs in the form of members of the population who are infrequent users or nonusers of that location.
TRUE
88) It is important to understand how the online sampling method in question works and to interpret the sampling procedure correctly with respect to basic sampling concepts
TRUE
15) 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
19) ________, 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
26) 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
3) 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
30) 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
35) Which type of research method uses purposive sampling rather than probability sampling? A) Secondary research B) Surveys C) Focus groups D) Exploratory research
C
7) 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
47) Managers tend to have a less specific definition of the population than do researchers because the researcher must use the description of the population precisely, whereas the manager uses it in a more general way.
TRUE
52) The sample and sample unit exist within the area called the sample frame.
TRUE
13) 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
17) 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
2) Managers tend to have a ________ definition of the population than do researchers. A) less specific B) more specific C) broader D) very precise
A
21) 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
23) 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
24) A stratified sample may require the calculation of ________ to achieve accuracy. A) weighted mean B) a mean C) unweighted mean D) weighted calculation
A
28) 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
32) 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
33) 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
37) 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
4) 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
40) 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
44) 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
5) A subset of the population is: A) A sample. B) A sample unit. C) A subpopulation. D) A population.
A
9) 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
1) ________ 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
10) 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
14) 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
18) 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
22) ________ 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
25) ________ 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
29) 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
34) 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
38) 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
45) 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
6) ________ pertains to the basic level of investigation. A) A sample B) A sample unit C) A subpopulation D) A population
B
11) 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
42) 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
46) 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
12) 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
16) 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
20) 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
27) 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
31) 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
36) ________ 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
39) 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
43) ________ 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
8) Whenever a sample is taken, the survey will reflect: A) The entire population. B) Sample size. C) The subpopulation. D) Sampling error.
D
48) There are no impracticalities associated with a census, particularly when you think about target markets encompassing millions of consumers.
FALSE
50) A sample unit is a subset of the population that suitably represents that entire group.
FALSE
51) A sample is the basic level of investigation.
FALSE
53) A sample frame is not a master source of sample units in the population
FALSE
56) Sampling error is caused by two factors, which include the sample definition and the sampling technique.
FALSE
58) It is not possible to obtain precision or accuracy with surprisingly small samples.
FALSE
60) Nonprobability samples are samples where the chances (probability) of selecting members from the population into the sample are known.
FALSE
62) With simple random sampling, the probability of being selected into the sample is unequal for all members of the population.
FALSE
64) Although scientifically sound, systematic sampling does not accomplish the same end as simple random sampling, and is less efficient.
FALSE
66) Cluster sampling is better suited than other probability sampling methods for populations that are not distributed in a bell-shaped pattern.
FALSE
68) To use systematic sampling, it is not necessary to have a complete listing of the population.
FALSE
70) Systematic sampling is probability sampling because it employs a non-random starting point, which ensures there is sufficient randomness in the systematic sample to approximate an equal probability of any member of the population being selected into the sample.
FALSE
72) Area sampling is a form of cluster sampling and uses a two or three-step approach.
FALSE
73) A skewed population has a long tail on one side and a short tail on the opposite end, and deviates greatly from the bell-shaped distribution that is assumed to be the case in the use of simple random, systematic, or cluster sampling.
FALSE
75) The simple random sampling method does not guarantee that every member of the population has an equal chance of being selected into the sample; therefore, the resulting sample, no matter what the size, will not be a valid representation of the population.
FALSE
81) With probability sampling methods, some members of the population do not have any chance of being included in the sample.
FALSE
83) Chain referral samples are not appropriate when there is a limited or disappointingly short sample frame and when respondents can provide the names of others who would qualify for the survey.
FALSE
85) Even when done conscientiously and with a firm understanding of the population's characteristics, quota sampling cannot rival probability sampling in the minds of researchers.
FALSE
87) In quota sampling, members of the population who are less well known or disliked or whose opinions conflict with the selected respondents have a low probability of being selected.
FALSE
89) Online panel samples are popular, and there are almost no concerns about the true representativeness of samples provided by panel companies because their sample frames are nearly perfect.
FALSE
49) The difficulties encountered by U.S. census takers are identical to those encountered in marketing research.
TRUE
54) A sample frame invariably contains sample frame error, which is the degree to which the sample frame fails to account for all of the population.
TRUE
55) Whenever a sample is taken, the survey will reflect sampling error.
TRUE
57) There are at least two general reasons why a sample is almost always more desirable than a census, which include the expense and the difficulty of analyzing very large datasets.
TRUE
59) Probability samples are samples in which members of the population have a known chance of being selected into the sample.
TRUE
61) The terms known and unknown are misleading; to calculate a precise probability, one would need to know the exact size of the population, and it is impossible to know the exact size of the population in most marketing research studies.
TRUE
63) The random device method involves using an apparatus or a procedure to ensure that every member of the population has the same chance of being selected into the sample.
TRUE
65) Cluster sampling is desirable when highly similar groups can be easily identified, such as subdivisions spread across a wide geographic area.
TRUE
67) Computer programs can be designed to generate numbers without any systematic sequence to the numbers whatsoever. This describes the random numbers method.
TRUE
69) In systematic sampling, the researcher decides on a skip interval, which is calculated by dividing the number of names on the list by the sample size.
TRUE
71) Systematic sampling is more efficient than simple random sampling because only one or a very few random numbers need to be drawn at the beginning
TRUE
74) Stratified sampling results in a more accurate overall sample by allowing for explicit analysis of each stratum and by allowing the estimation of the overall sample mean by use of a weighted measure.
TRUE
76) There are two practical applications in which simple random sample designs are employed quite successfully: random digit dialing and computer-based random samples.
TRUE
77) With a nonprobability sample, the researcher has some savings in cost and/or time but at the expense of using a sample that is not truly representative of the population.
TRUE
78) Convenience samples can be seriously misleading since with nonprobability sampling, there is a good possibility that non-representative sample units will be selected.
TRUE
79) Systematic sampling can be applied with less difficulty and accomplished in a shorter time than can simple random sampling
TRUE
80) Despite some advantages, systematic sampling does not have the potential to create a sample in quality to samples created from simple random sampling.
TRUE
82) Purposive samples, sometimes called judgment samples or exemplar samples, are highly subjective and, therefore, prone to much error.
TRUE
90) In river samples, the "river" is the steady stream of website visitors, and these invitations figuratively dip respondents out of the Internet river.
TRUE
91) In an email list sample, the master source list is the sample frame, so if the list company has been diligent, the email list sample will be a good representation of the population.
TRUE
92) Creating a precise description of the group under investigation using demographics, buyer behavior, or other relevant constructs is the first step in creating a sample plan.
TRUE
