Marketing Research Exam 3

A researcher wants to use systematic random sampling to draw a sample of 300 from a target population of 1,500. In this scenario, the skip interval will be

5

Nonsampling Error

A bias that occurs in a research study regardless of whether a sample or census is used is called

a difficulty associated with detecting sampling errors in a research study.

A census is rarely conducted in survey research.

Which of the following is an example of convenience sampling

A consumer psychology professor interviews his students to measure the success of a new advertising campaign.

Angelo, a researcher, asks the following question in his rating scale that measures employee satisfaction: How satisfied or dissatisfied are you with your current employer's promotion criteria and pension plans? 1. Very Happy 2. Happy 3. Unhappy 4. Very Unhappy Which of the following misleading scaling formats is exemplified in this scenario

A double-barreled question

Which of the following includes two or more different attributes or issues in the same question, but the scale points allow respondents to comment on only a single issue

A double-barreled question

Identify an advantage of convenience sampling

A large number of respondents can be interviewed in a relatively short time.

Sampling Frame

A list of all eligible sampling units that are developed by a researcher

Census

A research study that includes data about every member of a defined target population

Which of the following is an example of area sampling

A researcher segregates participants into subgroups based on where they live and then interviews participants from each subgroup

Free-choice scale

A scale that has a center neutral response

Forced-choice scale

A scale that lacks a neutral descriptor to divide positive and negative answers

N

Calculated sample size determined by the formula used to calculate the sample size for a large population

e

Choice Acceptable tolerance level of error (stated in percentage points)

The population variance

Choice It is a measure of the dispersion of the population, and its square root, referred to as the population standard deviation

The degree of precision desired in estimating the population characteristic

Choice It refers to the acceptable amount of error in a sample estimate.

The confidence level desired in an estimate

Choice It refers to the certainty that the true value of the data being estimated falls within the precision range that has been selected.

A probability sampling method in which the sampling units are divided into mutually exclusive and collectively exhaustive subpopulations is called

Cluster Sampling

A hypothetical variable made up of a set of component responses or behaviors that are thought to be related is called

Construct

The integrative process in which researchers determine what particular data should be collected for solving the defined research problem is called

Construct development

Which of the following tasks can be performed by a researcher who understands the basics of the central limit theorem

Drawing representative samples from any target population Obtaining sample statistics from a random sample that work as accurate estimates of the target population's parameters

Proportionately stratified sampling

Each stratum's sample size is dependent on that stratum's size relative to the defined target population.

Disproportionately stratified sampling

Each stratum's sample size is independent of that stratum's proportion of the total defined target population

Identify the true statements about the equivalent form reliability technique.

Equivalent form reliability is evaluated by measuring the correlations between scores on the two equivalent scale measurements. It is difficult and probably impossible to create two completely equivalent scales

Q

Estimate of expected population proportion having a desired characteristic based on prior information or intuition

Changing respondent behaviors disallow multisource sampling

False

Quantitative data is not easily organized and categorized within fixed fields.

False

True or false: Nonprobability sampling results are often used by researchers to make statistical inferences about the true population parameters.

False

True or false: The basic logic underlying optimal allocation is that the greater the heterogeneity of a stratum, the fewer the units that would be selected to accurately estimate the true population parameter for that subgroup.

False

Identify the features of nonsampling error.

It can occur at any stage of the research process. It occurs due to incorrect question/scale measurements.

Identify the true statements about a nominal scale

It does not allow researchers to rank a set of responses. It only allows researchers to classify responses into mutually exclusive subsets that do not have distances between them.

Face validity

It involves a systematic but subjective evaluation of a scale's validity.

Which of the following is a disadvantage of systematic random sampling

It involves the possibility of hidden patterns in the list of prospective participants' names that create bias.

Content validity

It is a measure of the degree to which all the relevant dimensions of a construct are represented.

Multiple-item scale

It is a scale format that simultaneously collects data on several attributes of an object or construct.

identify the definition of a loaded question.

It is a situation where the question suggests a socially desirable answer or involves an emotionally charged issue.

Face validity

It is determined using researchers' expert judgment.

Identify a disadvantage of simple random sampling

It is difficult to obtain a precise and complete listing of the target population elements.

Identify a true statement about cluster sampling

It is easy to implement and is cost-effective.

Identify a disadvantage of a census

It is more time-consuming and expensive than sampling.

Which of the following is an advantage of simple random sampling

It produces unbiased estimates of the characteristics of the target population.

Content validity

It requires more rigorous statistical assessment than the other measure of scale validity.

An ordinal scale format that asks respondents to indicate the degree to which they agree or disagree with a series of mental belief or behavioral belief statements about a given object is called

Likert Scale

The process of developing methods to systematically characterize or quantify information about constructs, concepts, or objects is called

Measurement

describe how the data are distributed around a central value.

Measures of dispersion

______ is sometimes used in stratified random sampling when no single source can generate a large or low incidence sample

Multisource sampling

A scale that allows a respondent to express relative magnitude between the answers to a question and arranges responses in a hierarchical pattern, but does not allow researchers to determine absolute difference between responses, is called

Ordinal scale

n

Population size

A nonprobability sampling method in which participants are selected according to prespecified quotas regarding demographics, attitudes, behaviors, or some other criteria is called

Quota Sampling

State-of-being information

Researchers can use external sources to verify the data.

In the context of stratified random sampling, which of the following is true of dividing a target population into homogeneous strata

Researchers have the opportunity to study each stratum and compare strata.

State-of-behavior information

Researchers have various methods available for capturing this type of information.

State-of-mind information

Responses or information representing a person's cognitive thinking, mental attributes, or emotional feelings about an object that are not directly observable or available through external sources

State-of-intention information

Responses or information that represent an individual's or organization's expressed likelihood of undertaking specified future behavioral actions/reactions

State-of-behavior information

Responses or information that represents an individual's, object's, or organization's observable current actions/reactions or recorded past actions/reactions

Identify the formula to calculate the sample size when researchers work with small populations

Sample size = (Specified degree of confidence × Variability/Desired precision)2 × N/(N + n - 1)

Any type of bias that is attributable to mistakes in either drawing a sample or determining the sample size is called

Sampling error

Which of the following is true of detecting sampling errors in a research study

Sampling error determination can be done only after a sample is drawn and data collection is completed

Which of the following is true of detecting sampling errors in a research study

Sampling error determination can be done only after a sample is drawn and data collection is completed.

Which of the following assesses whether a scale measures what it is supposed to measure?

Scale validity

What selection factors need to be considered when selecting the sampling design

Scope of research Research objectives Resources Time frame Statistical analysis needs

Arrange the steps involved in drawing a stratified random sample in the order of their occurrence.

Segregating a target population into homogeneous subgroups or strata deriving random samples from each stratum Merging the samples from each stratum into a single sample of the target population

or referral sampling is a nonprobability sampling method in which a set of respondents is chosen by a researcher, and they help the researcher identify additional people to be included in the study

Snowball sampling

Identify the popular techniques for evaluating internal consistency reliability

Split-half test Coefficient alpha

______ involves the separation of the target population into different groups and the selection of samples from each group.

Stratified random sampling

State-of-mind information

The accuracy and quality of this type of information are limited to the degree of honesty of the individual providing the responses to the questions.

Defined Target Population

The complete set of elements identified for investigation based on the objectives of a research project

Which of the following is true of convenience sampling

The data are not generalizable to the members of the defined target population.

P

The estimate of expected population proportion not holding the characteristic of interest

Identify the true statements about the factors that play an important role in determining sample sizes with probability designs

The higher the level of confidence desired, the larger the sample size required. The greater the variability in the data being estimated, the larger the sample size required.

Which of the following is true of cluster sampling

The homogeneous nature of clusters leads to less precise sample estimates.

Which of the following are factors that play a significant role in determining sample sizes with probability designs

The level of confidence desired in the sample estimate The degree of precision desired in estimating the population characteristic The population variance

What is at the core of construct development?

The need to determine what is to be measured exactly

--- p

The percentage value derived from a simple random sample

Identify the true statements about designing questionnaires

The principles of designing questionnaires remain essentially the same regardless of advances in communication systems. Good questionnaires, or well-designed questionnaires, allow researchers to gather information that is not only reliable but also valid.

Which of the following is a feature of judgment sampling

The representativeness of the sample cannot be measured.

Identify the tasks that can be performed by a researcher who understands the basics of the central limit theorem

The researcher can more accurately assess the validity and reliability of scale measurements and constructs. The researcher can draw one random sample, instead of many samples, and thus reduce data collection costs.

Which of the following are advantages of quota sampling

The sample generated consists of specific subgroups in the proportions desired by researchers. It ensures the identification and inclusion of appropriate subgroups in a survey.

Which of the following is a specific rule followed when members from a population are selected in probability sampling?

The sample population must be a proper representation of the defined target population.

--- x

The sampling distribution of the mean

when selecting members from a population for the inclusion in probability sampling.

The selection of the sampling units should be unbiased.

n

The size of the sample

ZB,CL

The standardized z-value associated with the level of confidence

Sampling Units

The target population elements available for selection during the sampling process are

Karen, a researcher, administers a test on a particular 15-member family once every fifteen days for two months. She chooses this technique of measurement to make sure the results are reliable. Identify the method used by Karen

The test-retest reliability technique

Which of the following techniques involves reiterating the scale measurement with either one sample of respondents at two different times or two different samples of respondents from one specific target population under as nearly the same conditions as possible

The test-retest reliability technique

μ

The true target population mean

Identify true statements about research panel samples

They are quota samples drawn based on behavioral patterns, demographic quotas, and similar information. They are nonprobability samples but are considered representative of the target population.

Complex questions

They are situations in which the question is worded in a way the respondents are not sure how they are supposed to respond.

Ambiguous questions

They involve a situation in which possible responses can be interpreted a number of different ways.

Identify the features of unbalanced scales that differentiate them from balanced scales.

They often introduce bias in the research project. They have a larger number of response choices on one side, either positive or negative.

Construct selection

To accurately identify and define what is to be measured

Scale measurement

To determine how to accurately measure each construct

Identify a purpose of quota sampling.

To ensure the representation of prespecified subgroups of the population

The absolute difference between rankings cannot be determined using ordinal scales.

True

State-of-being information

Verifiable responses or information representing the physical and/or demographic or socioeconomic characteristics of individuals, objects, or organizations

When is snowball sampling typically used

When it is very difficult to compile a complete list of sampling units When the defined target population is unique and small

Given X = Defined target population list size, and Y = Desired sample size, identify the formula for skip interval that is used in systematic random sampling

X/Y

Sampling is used when...

a census is impossible or unreasonable to use.

In systematic random sampling, sampling units are selected

according to their position using a skip interval

Validity is a measure of

accuracy

A true statement about sampling frames is that

accurate, representative, and current sampling frames are difficult and expensive to obtain

A form of cluster sampling in which the clusters are formed by geographic designations is called

area sampling

A special type of rating scale designed to capture the likelihood that people will demonstrate some type of predictable behavior intent toward purchasing an object or service in a future time frame is called a

behavioral intention scale

Sharon, a researcher, is using a rating scale to collect data for her study on the likelihood of consumers visiting particular restaurants. The rating scale assesses the likelihood of consumers visiting EatnShop, VictoryDine, GentleFoods, and Hog and Blog. The scale points are as follows: Would definitely eat here; Would probably eat here; Would probably not eat here; Would definitely not eat here. In this scenario, Sharon is using a

behavioral intention scale

In the context of measurement scales, which of the following best exemplifies a construct?

brand loyalty

Natalie, a researcher, wants values that indicate the relative magnitude of importance each feature of a mobile phone has to a respondent. She asks respondents to assign values to six features, whose total must add up to 100. In this scenario, Natalie is using

constant sum scale

Scales that require a respondent to allocate a given number of points, usually 100, among each separate attribute or feature relative to all the other listed ones are called

constant sum scale

A nonprobability sampling method in which samples are drawn at the convenience of the researcher is called

convenience sampling

How do you define a target population precisely

defining a target population is done through terms of elements, sampling units, and time frames.

Arrange the steps in developing a good sampling plan in the order of their occurrence

defining the target population selecting the appropriate data collection method identifying the sampling frames needed selecting the appropriate sampling method determining the necessary sample size and overall contact rates creating an operational plan for selecting sampling units and executing the operational plan execute the operational plan

The primary difficulty researchers encounter when using stratified sampling is

determining the basis for stratifying the target population

The scale's ability to differentiate between categorical scale responses, or points, is called its

discriminatory power

Lang, a researcher, asks his subjects, "To what extent do you agree that there are never insufficient funds to complete a project?" In this scenario, Lang is using a

double-negative question

The more scale points researchers use, the lesser the discriminatory power of the scale and the lesser the variability in the collected data.

false

A scale measure that uses a scale point format that presents the respondent with some type of illustrative continuum as the set of possible raw responses to a given question is called a

graphic rating scale

A difference between balanced and unbalanced scales is that balanced scales

have an equal number of positive and negative response options

The degree to which individual questions of a construct are correlated is called

internal consistency

A scale that demonstrates absolute differences between each scale point, but does not allow researchers to make absolute comparisons between responses, is called

interval scale

To measure consumer responses, CellMan Inc., a mobile phone company, asks its users to rate its products' features on a scale of 1 to 5, where 1 is "Strongly disliked this feature" and 5 is "Absolutely loved this feature." CellMan Inc. is using Blank______ to measure consumer responses.

interval scale

Systematic random sampling is frequently used because

it is a relatively easy way to draw a sample while ensuring randomness

Single-item scale

it is a scale format that collects data about only one attribute of an object or construct

Comparative rating scale

it is a scale format that requires a judgment contrasting one object, person, or concept against another on the scale.

Noncomparative rating scale

it is a scale format that requires a judgment without reference to another object, person, or concept.

Frequency distribution

it is a summary of the number of times each possible response to a scale was recorded by the total group of respondents.

Convergent validity

it is assessed with multi-item scales and represents a condition in which the multiple items assessing one construct share a high proportion of variance.

Mean

it is the arithmetic average of all the information responses.

Discriminant validity

it is the extent to which one construct differs from other constructs and represents a unique construct.

Mean

it is the most appropriate measure for interval and ratio scales

Estimated standard deviation

it is the most appropriate measure for interval and ratio scales.

Frequency distribution

it is the most appropriate measure for nominal scales.

Mode

it is the most appropriate measure for nominal scales.

Median

it is the most appropriate measure for ordinal scales

range

it is the most appropriate measure for ordinal scales.

Mode

it is the most frequently occurring value given among all of the responses.

Median

it is the sample statistic that splits the information so that half the data are above the statistic value and half are below.

Standard deviation

it is the statistical value that specifies the extent of variation in the responses.

Range

it shows the distance between the largest and smallest response

A nonprobability sampling method in which participants are selected according to a researcher's belief that they will meet the requirements of a study are called

judgment sampling

The selection of sampling units in nonprobability sampling is based on the

knowledge or intuitive judgment of a researcher

A question that introduces bias and often influences the way a respondent answers a question is called a

leading question

Marlene, a researcher, asks the following question to consumers: Most technology reviewers believe that CellCall is the best product on the market. Do you agree? 1. Agree 2. Neutral 3. Disagree In this scenario, this question is a

leading question

Li, a researcher, is trying to collect data regarding adolescent behavior in schools using a questionnaire. The scale points in the measurement instrument are as follows: 5, Strongly Disagree; 4, Disagree; 3, Neither Agree Nor Disagree; 2, Agree; 1, Strongly Agree. In this scenario, Li is using a

likert scale

measures of central tendency

locate the center of a distribution of responses and are basic summary statistics.

Reliability is a

measure of a measurement's consistency

In comparison to single-item scales, multiple-item scales are generally

more reliable and valid

Identify the formula used to estimate the sample size for a simple random sample when the situation involves estimating a population mean

n = (Z2B,CL)�2�,CL (σ2e2)

is the most basic and least powerful scale design in which the questions require respondents to provide only some type of descriptor as the raw response.

nominal scale

Sampling designs in which the probability of selection of each sampling unit is not known are called

nonprobability sampling

method, consideration is given to the relative size of the stratum as well as the variability within the stratum to determine the necessary sample size of each stratum.

optimal allocation sampling

All scale measurements can be classified as one of four basic scales levels:

ordinal, nominal, interval, ratio

In Blank______, each sampling unit in the defined target population has a known possibility of being selected for the sample

probability sampling

Structure Data is also defined as

quantitative data.

Research panel samples are most often considered

quota sampling

Scales that allow respondents to compare their own responses by indicating their first, second, third, and fourth preferences, and so forth are called

rank order scale

A scale that allows a researcher to identify the absolute differences between each scale point and also to make comparisons between the responses is called

ratio scale

Which of the following scales is designed to allow a "true natural zero" or "true state of nothing" response as a valid response to a question

ratio scale

Sampling

refers to the selection of a small number of elements from a larger defined target group of elements and expecting that the information gathered from the small group will allow judgments to be made about the larger group.

Forced-choice scales

researchers believe that mental attitudes almost always have a degree of a positive or negative orientation.

Free-choice scales

respondents are provided with an easy way to express their feelings.

Any type of bias that is attributable to mistakes in either drawing a sample or determining the sample size is called

sampling error

The blueprint or framework needed to ensure that the data collected are representative of the defined target population is called

sampling plan

Scale measurement assigns designated degrees of intensity to responses in a given questioning or observation method. The degrees of intensity are commonly known as

scale points

The extent to which a scale can reproduce the same or similar measurement results in repeated trials is called

scale reliability

Unlike stratified random sampling, the sampling units in cluster sampling are

segregated into mutually exclusive and collectively exhaustive subpopulations

A unique bipolar ordinal scale format that captures a person's attitudes or feelings about a given object is called a Blank

semantic differential scale

A marketing researcher wants to draw a sample of 30 participants out of the 100 potential participants who are present. The researcher writes each participant's name on a separate, identical piece of paper and places all the names in a bowl. She then proceeds to pick names arbitrarily until she picks 30 participants. The scenario given above is an example of

simple random sampling

A probability sampling procedure in which every sampling unit has a known and equal chance of being selected is called Blank

simple random sampling

Central Limit Theorem

states that the sampling distribution derived from a simple random sample will be approximately normally distributed

a defined target population is ordered in some way, usually in the form of a taxpayer roll, customer list, or membership roster, and selected systematically

systematic random sampling

Researchers develop two similar yet different scale measurements for a given construct and administer both forms to either the same sample of respondents or two samples of respondents from the same defined target population in

the equivalent form technique for measuring scale reliability

An inherent limitation of quota sampling is that

the success of a study is dependent on subjective decisions made by researchers

Random sampling error occurs because

there can be chance variations in the selection of sampling units

Random sampling error occurs because Blank

there can be chance variations in the selection of sampling units

Identify a true statement about rank-order scale

they can only produce ordinal data

Scale responses must be mutually exclusive and nonoverlapping.

true

does not have values associated with it, and cannot be processed and analyzed using conventional statistical tools and methods

unstructured data

does not have values associated with it, and cannot be processed and analyzed using conventional statistical tools and methods.

unstructured data

How do you extract value

unstructured data needs to be converted into structured data.