Marketing Research Questions CH 9

If your response rate is 55 percent, your non-response rate is: Hint: response rate = # of response you get / # of questionnaires sent out. Non-response rate = 1 - response rate. Systematical non-response will lead to non-sampling error and biased results. 55 percent. 45 percent. 55 percent/55 percent or 100 percent. 45 percent/55 percent or 82 percent. You cannot calculate the non-response rate by knowing only the response rate.

45 percent.

Reasons for taking a sample instead of a census include: costs. not all elements in the population are accessible. There is no good reason; a census is preferred over a sample. A and B. B and C.

A and B.

Quota sampling is typically used so that the distribution of a characteristic or characteristics in the sample matches the distribution of these same characteristics in the population. With respect to the representativeness of quota samples, it can thus be said that a quota sample may be very far off the mark with respect to other important characteristics likely to influence the result but that were not used as controls when selecting the sample. the fact that the distribution of the characteristic in the sample parallels the distribution in the population does not guarantee that the sample is representative. demographic characteristics are most often used as controls. A and B are correct. A, B, and C are correct.

A, B, and C are correct.

In practice, simple random sampling should be strongly considered: if the population is small and can be numbered easily. in telephone surveys where random digit dialing programs may be used to generate numbers. when population units are stored in an electronic file allowing computer programs to randomly select the sample. All of A, B, and C are situations that allow for the practical application of simple random sampling. Simple random samples are not practical in the real world.

All of A, B, and C are situations that allow for the practical application of simple random sampling.

Which of the following best represents what should be done about non-sampling error? Because it cannot be measured, greater attempts must be made to measure it. Because it cannot be measured, researchers must know the sources of non-sampling error and learn how to minimize it. Researchers must be aware that non-sampling error exists but because it exists only in a theoretical sense, there are no known safeguards to minimize it. Non-sampling error should be measured and controlled at all stages of the research process in order to ensure a 100 percent accurate study. Non-sampling error should be measured and controlled at all stages of the research process in order to ensure a 95 percent accurate study.

Because it cannot be measured, researchers must know the sources of non-sampling error and learn how to minimize it.

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? Convenience sampling Purposive sampling Quota sampling Chain referral sampling Systematic sampling

Chain referral sampling

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? Purposive sampling Chain referral sampling Quota sampling Convenience sampling Systematic sampling

Convenience sampling

A research company performing a mall intercept study would be an example of the use of what type of sampling method? Quota sampling Purposive sampling Chain referral sampling Convenience sampling Simple random sampling

Convenience sampling

Regarding the probability of including a sample unit in a probability sample, which of the following is most accurate? It can always be determined with a high level of accuracy. If you do not know the probability of including a sample unit, then the sample is not to be considered a probability sample. Precise estimates are known and may be found in statistical tables. Only professional statisticians can determine the accuracy. None of the above.

If you do not know the probability of including a sample unit, then the sample is not to be considered a probability sample.

The main disadvantage of using random number to draw a simple random sample is: It requires an incomplete accounting of the population. It requires a complete accounting of the population. It requires a specific but incomplete accounting of the population. It requires a specific targeted population. It requires a specific sample frame.

It requires a complete accounting of the population.

Which type of sampling technique is not based on fairness, equity or equal chance? Non-equity sampling. Disproportionate sampling. Probability sampling. Non-probability sampling. Simple sampling.

Non-probability sampling.

What type of sampling method is selection not based on chance or randomness but based on an inherently biased selection process? Probability sampling Stratified sampling Nonprobability sampling Cluster sampling Systematic sampling

Nonprobability sampling

Louise Fulkerson is president of the Student Marketing Association at Baylor University. Louise and the other officers want to conduct a short survey to determine the type of programming they should offer for the upcoming year. Their population is defined as "students in the College of Business." One of the officers suggests that each of them go into their classes, mostly seniors, and conduct the survey. "We can do it easily and fast and our professors will be glad to help the association out by giving us a few minutes to conduct the survey," says one of the officers. But Louise is worried about the sample. "Most of us are marketing majors and we are all seniors taking senior classes. I would prefer to ask the Department Chairperson if we can survey students taking Fundamentals of Marketing because all majors have to take this course and most of the future members of the Association will be coming from these Fundamentals classes." Louise is suggesting which one of the following sampling methods? Quota sampling. Purposive sampling. Stratified sampling. Representative sampling. Systematic sampling.

Purposive sampling.

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? Quota sampling Chain referral sampling Convenience sampling Purposive sampling Systematic sampling

Quota sampling

Leslie Bradley is an entrepreneur with a small business in Little Rock, Arkansas. Working with a local engineer/inventor, Leslie has developed a new cooking device that she thinks will revolutionize cooking. The device is a small oven that is portable and uses a gas injection system to cook meals in a fraction of the time taken in a normal oven. The new system creates a very high temperature and the gas jets are located 360 degrees around the food to be cooked, thus ensuring that the food is cooked equally on all sides. Leslie and the engineer applied for a patent and then immediately sought a relationship with a large manufacturer to produce and distribute the new oven. To her surprise, when she demonstrated it to the top three manufacturers, they all had the same reaction: "We are very interested in this new invention but we would like to see some consumer research that tells us what consumers think about the device." "Will they think the temperature is too high and represents a safety issue?" "Do they really think that a roast cooked in 6 minutes will taste the same as one roasted for 2 hours?" "How much, if any, will they be willing to pay for the added convenience of time savings?" Leslie sought the services of Weber Research, Inc. WRI was an established research firm in the city and they recommended that they use their mall facility in order to conduct some research that allowed consumers to use the device and taste the food cooked in the device. Leslie agreed but was concerned about the types of persons in the shopping mall. "They really won't represent our area since they will likely be mostly female and they will have higher incomes than the general population." WRI assured Leslie that this could be overcome by using which of the following sampling methods? Quota sampling. Purposive sampling. Stratified sampling. Representative sampling. Systematic sampling.

Quota sampling.

Which of the following sampling technique is used as a means of ensuring that convenience sampling will have the desired proportions of different respondent classes? Convenience sampling. Purposive sampling. Chain referral sampling. Quota sampling. Proportionate sampling.

Quota sampling.

Which of the following is/are necessary for systematic sampling? Random-starting point and skip interval. Random-digit dialing and skip interval. Random-plus dialing, random selection and skip interval. Just a skip interval. Systematically partitioning data from the sample.

Random-starting point and skip interval.

________ is the list of elements in the population from which the sample is selected. Sample estimate Sample directory Sample frame Population directory All of the above

Sample frame

If we were to ask college students, "To what extent do you value a college degree?" which sampling technique would be most appropriate? Any probability sampling technique would be useful. Stratified sampling because we would expect the answers to vary by strata: freshmen, sophomore, junior, and senior. Cluster sampling because we would expect the answers to vary by cluster: freshmen, sophomore, junior, and senior. Area sampling because we would expect the answers to vary by area: freshmen, sophomore, junior, and senior. Stratified sampling because we would expect the answers to vary by area: freshmen, sophomore, junior, and senior, with seniors much more heavily sampled because they are most experienced.

Stratified sampling because we would expect the answers to vary by strata: freshmen, sophomore, junior, and senior.

Tata Motors of India is marketing a new vehicle that retails for only $2,200. The vehicle will carry two persons and has a body made of fiberglass. It is designed in component parts so that if a part is broken, you can easily disassemble the part and replace it with a new one ordered from Tata. Tata realizes that it will take some time for countries to allow the small vehicle on public roads due to safety requirements. However, Tata sees an immediate market among business firms who need inexpensive yet reliable vehicles to transport personnel around large manufacturing or warehousing facilities. One Tata manager stated: "Ninety percent of the time, company cars are used to transport only one or two persons and much of their travel is confined to the plant premises." "The new Tata vehicle will not replace the large company cars but can reduce the number of company cars a firm must buy by a substantial amount, thus saving tremendous amounts of money." Executives at Tata are interested in a sales estimate in Great Britain, their first targeted market outside of India. They will construct a sales forecast based upon a survey of companies and they know that demand will vary substantially, depending on the size of the company. Small firms will not want any vehicles, medium-sized firms may want about 5 or 10 vehicles, and large firms may want 20 to 100 vehicles. Secondary data is available that allows Tata to identify all firms in Great Britain and to know the size of the firm. If a survey is conducted to predict demand for the new Tata vehicle among business firms, which of the following sampling methods would be most appropriate? Simple random sampling. Purposive sampling. Stratified sampling. Cluster sampling. Systematic sampling.

Stratified sampling.

Which of the following sampling techniques would the following formula be used with, Step interval = Population size/ Sample size? Simple random sampling. Systematic sampling. Cluster sampling. Stratified sampling. Purposive sampling.

Systematic sampling.

Which of the following causes sampling error? The method of sample selection. The size of the sample. Questionnaire wording and the size of the sample. Miscounting and data entry errors. The size of the sample and data entry errors.

The size of the sample.

Which of the following should be most helpful in dividing the sample into different strata? a basis that will result in similar responses across strata. a basis that will result in different responses across strata. a basis that is easy to identify. a basis that uses some surrogate indicator of identification such as SIC/NAICS codes. a basis that is the least expensive.

a basis that will result in different responses across strata.

If we define our population as all households in the city of Chicago, Illinois, and we use the Chicago telephone directory from which to draw our sample units, we would likely have: a representative survey. a survey containing error. a survey with a poorly defined master list. a survey with sample frame error. a census.

a survey with sample frame error.

Simple random sampling is an appealing method because: it meets the requirements to obtain a probability sample. it can be used to derive unbiased estimates of population characteristics. it guarantees every population member has an equal chance of being selected. it results in a valid representation of the population. all of the above.

all of the above.

The weakness of quota sampling includes: the sample could be skewed with respect to a non-control characteristic that is likely to affect the observed variable. it is difficult to verify whether the sample chosen is representative of the population. it is impossible to calculate the sampling error and thus cannot make inference on the population. A and B. all of the above.

all of the above.

A sample is a subset of a group that should: include everyone in the population. be representative of the entire population. be representative of a group within the population. be as inexpensive as possible. none of the above.

be representative of the entire population.

Non-probability sampling methods take shortcuts that: save time, effort, and money. obliterate the equal-chance guarantee of any probability sampling method. evidence a lazy researcher. lead to accurate, representative results at reduced costs. both A and B.

both A and B.

It is the researcher's responsibility to select only sample frames that: represent the true population as much as possible. have a reasonable cost. is accessible. have error limited to 20%-30%. both A, B and C.

both A, B and C.

A ________ is defined as an accounting of everyone in the population. population sample frame communicate sample total sample census

census

One form of probability sampling is known as ________ sampling, in which the population is divided into subgroups, each of which may represent the entire population. simple random systematic cluster stratified convenient skip

cluster

A market researcher divides the Dallas metropolitan area into blocks having roughly equal populations. He then selects a random sample of blocks and sends interviewers to each sampled block. The interviewers are instructed to interview every eighth dwelling unit. This is: simple random sampling. cluster sampling. stratified sampling. quota sampling. systematic sampling.

cluster sampling.

A sampling technique that separates the population into different subgroups and then samples one or some of these subgroups is: cluster sampling. simple random sampling. stratified sampling. systematic sampling. grouped sampling.

cluster sampling.

A survey conducted at a busy pedestrian intersection is an example of: convenience sampling. purposive sampling. chain referral sampling. quota sampling. hallway sampling.

convenience sampling.

Which of the following is NOT considered a probability sampling technique? simple random sampling. systematic sampling. cluster sampling. stratified sampling. convenience sampling.

convenience sampling.

The first step in developing a sampling plan is to: obtain a listing of the population. define the target population. design the method. access the population. ask the manager how many people the sample should include.

define the target population.

You should obtain a listing of the population after: defining the target population. accessing the population. designing the sample plan. drawing the sample determining the method.

defining the target population.

The population for a market research project in Iowa to determine the cleaning service needs in companies would be defined as: all the current clients in Iowa. all the potential clients in Iowa. all the companies in Iowa not interested in cleaning service. individuals responsible for cleaning service in companies located in Iowa. all companies in Iowa.

individuals responsible for cleaning service in companies located in Iowa.

One of the advantages of systematic sampling over simple random sampling is that: it is more representative in the final analysis. the listing of the population may contain hidden periodicities. the listing of the population can have sample frame error. it has "economic efficiency" in that it is less time consuming and easier to select. it has very little problem with sample frame error.

it has "economic efficiency" in that it is less time consuming and easier to select.

Jane Ellen Roberts is concerned about error in a survey that she is conducting for her company. Specifically, she is concerned about non-sampling errors but she realizes non-sampling errors: may be controlled through sample size formulas. may be measured and, therefore, controlled. can be measured only in percentage terms. must be identified and appropriate steps must be taken to limit or eliminate their occurrence. may not be controlled and therefore should not be of concern to Ms. Roberts.

must be identified and appropriate steps must be taken to limit or eliminate their occurrence.

One of the major problems with mail surveys is non-response bias. In an effort to minimize this, a researcher decides to limit the sample to his personal friends from whom he is sure to get replies. This is an example of: probability sampling. non-probability sampling. simple random sampling. sequential sampling. quota sampling.

non-probability sampling.

Errors that pertain to anything in the research process except sample size are known as: summarization errors. non-sampling errors. field errors. generalization errors. none of the above; all errors are derived from sample size.

non-sampling errors.

The ________ is the entire group under study as specified by a research project. population sample frame communicate sample total sample none of the above

population

The skip interval is calculated by dividing the ________ by the sample size. random-starting point population list size interval size size of "r" none of the above; there is no such thing as a formula for "skip interval"

population list size

An "educated guess" as to who should represent the population is required for: convenience sampling. purposive sampling. quota sampling. chain referral sampling. hypothetical sampling.

purposive sampling.

Using a knowledgeable person to decide who would be in a sample is an example of: convenience sampling. purposive sampling. chain referral sampling. quota sampling. systematic sampling.

purposive sampling.

The most commonly used non-probability sampling method when you have some information (age, gender, etc.) about your target population is ________. convenience sampling purposive sampling chain referral sampling quota sampling popularity sampling

quota sampling

A survey administered to obtain 40 percent Hispanics and 60 percent Europeans is: chain referral sampling. quota sampling. convenience sampling. purposive sampling. gender sampling.

quota sampling.

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. random devices random objects random targets random numbers random process

random numbers

The relationship between sample size and sample accuracy is that as sample size increases: sample error decreases. sample error increases. sample error remains constant. sample error becomes unitary. none of the above; sample size does not affect sample accuracy.

sample error decreases.

All of the following are reasons why a researcher might choose a sample over a census for making inferences about the population, except a census may not be plausible. samples are less expensive. sample has less sampling error than a census. a census could be less accurate when non-response rate is too high. all of the above are reasons to choose a sample over a census.

sample has less sampling error than a census.

The ________ is a definite sequence of steps which the researcher goes through to draw and ultimately arrive at the final sample. sample plan sample method sample technique sample objective sample frame

sample plan

A researcher investigating the consumption of sugar takes a random sample from the population and computes the mean sugar consumption. He repeats the procedure a number of times using the exact same procedure, and finds the means obtained vary from sample to sample. This is an example of systematic error. sampling error. non-sampling error. underrepresentative error. response error.

sampling error.

Stratified sampling is used with a skewed population, and the researcher identifies ________ contained within the population based on their differences. systems samples strata persons skews

strata

A research divides the population of the purchasers of Bud Light beer into heavy and light users. He then chooses a random sampling independently from each group. This is an example of: non-probability sampling. simple random sampling. purposive sampling. stratified sampling. quota sampling.

stratified sampling.

If the population is believed to have a skewed distribution for one of more of its distinguishing factors, which of the following should be used? simple random. systematic. cluster. stratified. convenient skip.

stratified.

Paul Solomon is the owner of Solly's, an upscale restaurant in Tampa, Florida. Each year, Paul spends about $150,000 in advertising. As this year's ad budget decision must be made, Paul decides that he wants to know just how good his advertising dollars are working for him. He hires Getty Research Associates who recommend that he establish a baseline of awareness. Getty recommends a TOMA study which stands for Top-of-Mind-Awareness. TOMA studies consist of taking a probability sample of the population and asking respondents to name the first three "insert type of business here." Obviously, for Solly's, Getty would be asking respondents to name the top three restaurants in the area. The percentage of respondents that named Solly's would be a baseline measure of awareness and future promotions could be evaluated in terms of whether or not they increased awareness. While Paul was intrigued with online surveys because they were fast and less expensive, Getty recommended a traditional telephone survey using the local Tampa directory. Getty also explained to Paul that "Plus One dialing" could be used to ensure that unlisted numbers were included. Though the directory was quite large and no electronic version was available, Getty felt they could efficiently draw the sample using a: simple random sampling. purposive sampling. stratified sampling. cluster sampling. systematic sampling.

systematic sampling.

While giving guidelines to her field interviewing staff, a researcher states, "I want you to interview every tenth customer entering a K mart store at the following key sites." This is an example of: purposive sampling. quota sampling. sequential sampling. systematic sampling. convenience sampling.

systematic sampling.