MKT RESEARCH CH 12

48. 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. The researcher wants to use a systematic sampling technique. After randomly selecting a starting point, the researcher should select every ___ name on the list.

5TH

28. All of the following are stages in the selection of a sample EXCEPT to ____

ANALYZE DATA

26. A company decides to send an Internet survey to all of its 127-member sales force to determine their morale. This is a _____

CENSUS

54. Which probability sampling technique is economically efficient and uses a group of elements as the primary sampling unit

CLUSTER

51. A researcher for Procter & Gamble selects five states randomly, and then selects 10 supermarket chains within each of these states to call for a phone survey for a test market of a new shampoo. Which type of sampling procedure is being used

CLUSTER SAMPLE

40. When a researcher uses students to participate in a study because he has easy access to them, what type of sampling procedure is being used

CONVENIECNE SAMPLING

41. When a local television station sends a crew to interview joggers in the city park on a beautiful spring day, what type of sample is being used

CONVENIENCE SAMPLE

36. As sample size INCREASES; random sampling error _____

DECREASES

27. 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 _________

DEFINE THE TARGET POPULATION

10. Sampling frames are consistent available around the world.

FALSE

11. The individual element in a final cluster sample is called the primary sampling unit (PSU).

FALSE

12. As sample size decreases, random sampling error decreases.

FALSE

15. A convenience sample is a type of probability sample.

FALSE

17. Trickle-down sampling involves using probability methods for an initial selection of respondents and then obtaining additional respondents through information provided by the initial respondents.

FALSE

18. As used in sampling theory, the term random refers to the distribution of sample data.

FALSE

2. A census is any complete group whose members share some common set of characteristics.

FALSE

21. In stratified sampling, a subsample is drawn using judgment sampling within each stratum.

FALSE

25. Multistage samples are frequently used due to their low cost.

FALSE

3. A canvas is an investigation of all the individual elements that make up the population.

FALSE

5. The first stage in the selection of a sample is to determine the sampling frame.

FALSE

43. 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. The vice president is asking for a _____

JUDGEMENT SAMPLE

53. Which type of nonprobability sampling technique is used in the Consumer Price Index

JUDGMENT

42. Which technique uses nonprobability sampling, in which an experienced individual selects the sample based on his or her judgment about some appropriate characteristics required of the sample member

JUDGMENT SAMPLE

52. A national political pollster randomly selects ten states, then randomly selects five counties within each state, then randomly selects five voting precincts within these counties, then randomly selects five blocks within these precincts, and finally, randomly selects five households for door-to-door interviews about their voting intentions in the next Presidential election. This is best called a _____.

MULTISTAGE AREA SAMPLE

32. Lists of respondents who have agreed to participate in marketing research along with their e-mail contact information are called ___

ONLINE PANELS

38. Janet has agreed to participate in surveys online. Every few weeks, she is sent an email asking her to participate in an online survey. What did Janet most likely do to become involved in these research studies

OPTED IN

39. In which type of sampling does every element in the population have a known, nonzero probability of selection

PROBABILITY SAMPLING

50. A researcher is interested in studying attitudes about raw milk sales and has reason to believe that urban, suburban, and rural groups will vary in their responses. The researcher knows that the population being studied is 50% urban, 40% suburban, and 20% rural. She classifies the potential participants as urban, suburban, or rural residents, and then, for a sample totaling 100, randomly selects 50 individuals from the urban group, 40 from the suburban group, and 20 from the rural group. The researcher is using a _____

PROPORTIONAL STRATIFIED SAMPLE

44. The head of the marketing research department instructs field interviewers to interview owners of DVD players in a shopping mall such that they each interview 10 Sony owners, 8 Panasonic owners, 6 Toshiba owners, and 4 owners of other brands. Which type of sampling procedure is being used

QUOTA SAMPLE

45. Which statement comparing quota sampling with probability sampling is true

QUOTA SAMPLING TYPICALLY COSTS LESS THAN PROBABILITY SAMPLING

35. The difference between the sample result and the result of an accurate census is called _____

RANDOM SAMPLING ERROR

31. A telephone directory that lists the people in the phone book by their street address instead of by their last name is a type of ____

REVERSE DIRECTORY

29. A researcher wants to study the members of the American Marketing Association and selects a sample from its membership list. The membership list is an example of a ____

SAMPLING FRAME

30. Which type of error occurs when potential respondents are improperly excluded before the sample is taken

SAMPLING FRAME ERROR

33. A single element or group of elements that is eligible for selection via the sampling process is called a ____

SAMPLING UNIT

34. If Northwest Airlines selects randomly a set of 40 flights on a given day, and then selects randomly a group of ten passengers on each of these flights to participate in an in-flight survey, the passengers are best referred to as a ____

SECONDARY SAMPLING UNIT

47. A researcher puts the name of each person in 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. What type of sampling procedure is being used

SIMPLE RANDOM SAMPLE

46. A sampling procedure that assures each element in the population of an equal chance of being included in the sample is called

SIMPLE RANDOM SAMPLING

49. In which type of sampling is a subsample drawn using simple random sampling within each stratum

STRATIFIED SAMPLING

37. Which type of sampling error is primarily due to the nature of a study's design and the correctness of study execution

SYSTEMATIC SAMPLING ERROR

1. Sampling involves using a small number of people in the target market to make conclusions about the entire target market population.

TRUE

13. If individuals do not opt in to receive e-mail from a particular organization, they may consider unsolicited survey requests to be spam.

TRUE

14. When a nonprobability sample is used, there are no appropriate statistical techniques for measurement of random sampling error.

TRUE

16. Judgment sampling is a nonprobability sampling technique in which an experienced individual selects the sample based on his or her judgment about some appropriate characteristics required of the sample member.

TRUE

19. Simple random sampling ensures that each element in the population will have an equal chance of being included in the sample.

TRUE

20. Systematic sampling can, under certain conditions, yield a random sample.

TRUE

22. The most popular type of cluster sample is the area sample.

TRUE

23. Multistage area sampling uses cluster sampling in combination with other random sampling procedures.

TRUE

24. One advantage of a convenience sample is that there is no need for a population list.

TRUE

4. Larger samples allow conclusions to be drawn with more confidence that they truly represent the population.

TRUE

6. A list of all of the members of the Atlanta chapter of the American Psychological Association is an example of a sampling frame.

TRUE

7. A sampling frame is also called a "working population."

TRUE

8. List brokers rent lists of names, addresses, phone numbers, and e-mail addresses of specific populations.

TRUE

9. A reverse telephone directory provides the same information contained in a telephone directory, but in a different format.

TRUE