Question 1

Which of the following is the best definition of variability?

Accepted Answer

A) It is the amount of dispersion in a data set containing interval or nominal data. 
B) It is the difference between scores in the present sample and scores in a previous sample. 
C) It is the amount of dissimilarity in ordinal data. 
D) It is the amount of dissimilarity (or similarity)in respondents' answers to a particular question. 
E) It is the amount of responses in one respondent's answers to a particular survey question. 
A) It is the amount of dispersion in a data set containing interval or nominal data. 
B) It is the difference between scores in the present sample and scores in a previous sample. 
C) It is the amount of dissimilarity in ordinal data. 
D) It is the amount of dissimilarity (or similarity)in respondents' answers to a particular question. 
E) It is the amount of responses in one respondent's answers to a particular survey question.

Question 2

The basic concept of the central limit theorem is that all research findings are limited in their application simply because they are based upon a sample and not a census.

Accepted Answer

A) True 
 B)False

Question 3

In trying to estimate the variability in the population in order to determine pq,which of the following represents viable alternatives?

Accepted Answer

A) Use a random number generator to provide two random values for p and q. 
B) Use the most conservative approach,p = 10,q = 90. 
C) Use 90/10 or find a former study and calculate the variance or conduct a pilot study. 
D) Use 1/5 or find a former study and calculate the variance or conduct a pilot study. 
E) Use 50/50 or find a former study and calculate the variance or conduct a pilot study. 
A) Use a random number generator to provide two random values for p and q. 
B) Use the most conservative approach,p = 10,q = 90. 
C) Use 90/10 or find a former study and calculate the variance or conduct a pilot study. 
D) Use 1/5 or find a former study and calculate the variance or conduct a pilot study. 
E) Use 50/50 or find a former study and calculate the variance or conduct a pilot study.

Question 4

A graph of the relationship between accuracy and size of the sample shows that accuracy decreases as sample size increases.

Accepted Answer

A) True 
 B)False

Question 5

Zoom-IT is a high-technology firm specializing in electronic consumer products.In particular,the company has worked on expansion systems for LCD and plasma screens.The company has developed a method for expanding the 2-inch screen on Apple iPod video display units to 8 inches by increasing the weight of the iPod by only 3 ounces.The "pop out" screen relies on Space Age plastics and an electronic expansion system that works similar to camera shutters.The only drawback is that the add-on device costs an additional $350,more than the cost of the iPod.Before going into production and marketing,Zoom-IT CEO Jane Ellen Roberts,decides she wants some evidence that the device will sell.She commissions the marketing research department to conduct a survey and the critical question asks for likelihood to purchase the product on a 10-point scale.The researchers,attempting to determine the ideal sample size,realize there is no former study on this issue on which they could estimate the standard deviation in the population.They are considering the expense of a small pilot test,but researchers James Hughes and Bennet Alford make a reasonable recommendation to:

Accepted Answer

A) use 50/50. 
B) use the standard deviation from a study they conducted on expanding plasma screens from 40 inches to 90 inches. 
C) use a table of random numbers to generate a random standard deviation. 
D) divide the 10 scale points by 6 because ±3 (or 6)standard deviations covers the range of observations (10)and by dividing by 6 will yield a reasonable estimate of 1 standard deviation which they may use for s. 
E) None of the above;you do not need to estimate standard deviation in the sample size formula for the mean. 
A) use 50/50. 
B) use the standard deviation from a study they conducted on expanding plasma screens from 40 inches to 90 inches. 
C) use a table of random numbers to generate a random standard deviation. 
D) divide the 10 scale points by 6 because ±3 (or 6)standard deviations covers the range of observations (10)and by dividing by 6 will yield a reasonable estimate of 1 standard deviation which they may use for s. 
E) None of the above;you do not need to estimate standard deviation in the sample size formula for the mean.

Question 6

The only time that the population size is a consideration in sample size determination is in the case of a "small population."

Accepted Answer

A) True 
 B)False

Question 7

Jack McCombs is the owner of several Firehouse Subs sandwich shops in Anytown.He has been spending $200,000 a year in various media in Anytown in an attempt to build awareness of his stores.Instead of continuing to spend the same amount on advertising every year,Jack wants an assessment as to what he has gained from the advertising he has paid for.He is interested in knowing what percentage of the population in Anytown is aware of his store's name,menu,and locations - three factors for which he has attempted to build awareness.His advertising agency quoted him a price for a survey and told him they would use a sample size of 150,and that they were assuming 35 percent of the respondents would be aware of his advertising.Jack was reluctant to use the advertising agency to conduct the survey.He felt like he needed another firm so as to avoid any conflict of interest.He found a marketing researcher in town who was certified as a CPR by the Marketing Research Association.The CPR asked Jack how accurate he wanted the results of the survey to be.Jack said he wanted the percentage to be within ±3 percent of the real population percentage.Assuming he wanted to be 95 percent confident of the accuracy of the results,the CPR used the following formula to determine the accuracy of the survey recommended by the ad agency: ± sample error percent = 1.96 ∗ the square root of pq/n.Using the formula,what would be the sample error if Jack were to use the ad agency survey recommendation?

Accepted Answer

A) ±3 percent 
B) ±4 percent 
C) ±5 percent 
D) ±6 percent 
E) ±7 percent 
A) ±3 percent 
B) ±4 percent 
C) ±5 percent 
D) ±6 percent 
E) ±7 percent

Question 8

An amusement park owner is considering a survey to determine customer preferences for a new water ride.The owner and the researcher discuss the concept of the level of accuracy.The owner accepts a level of accuracy of ±5 percent.Assuming that the survey finds that 70 percent of the survey respondents indicate they want the ride,what does having a level of accuracy of ±5 percent accuracy actually mean?

Accepted Answer

A) that there will be a 5 percent chance that the owner will make the wrong decision as to whether or not to build the new water ride 
B) that the real percentage of the park's customers who prefer the new water ride falls between 0 and 5 percent 
C) that there is a 95 percent chance that the owner will make the right decision as to whether or not to build the new water ride 
D) that the real percentage of the park's customers who prefer the new water ride falls between 65 and 75 percent 
E) that there is a 5 percent chance,±,that the owner will make the right decision 
A) that there will be a 5 percent chance that the owner will make the wrong decision as to whether or not to build the new water ride 
B) that the real percentage of the park's customers who prefer the new water ride falls between 0 and 5 percent 
C) that there is a 95 percent chance that the owner will make the right decision as to whether or not to build the new water ride 
D) that the real percentage of the park's customers who prefer the new water ride falls between 65 and 75 percent 
E) that there is a 5 percent chance,±,that the owner will make the right decision

Question 9

Sample size is related to the size of the confidence interval in that:

Accepted Answer

A) the larger the sample size,the larger the confidence interval. 
B) the larger the sample size,the more normal the confidence interval. 
C) the smaller the sample size,the smaller the confidence interval. 
D) the smaller the sample size,the more uniform the confidence interval. 
E) the larger the sample size,the smaller the confidence interval. 
A) the larger the sample size,the larger the confidence interval. 
B) the larger the sample size,the more normal the confidence interval. 
C) the smaller the sample size,the smaller the confidence interval. 
D) the smaller the sample size,the more uniform the confidence interval. 
E) the larger the sample size,the smaller the confidence interval.

Question 10

Using the confidence interval formula for calculating sample size,the amount of variability believed to be in the population must be estimated.

Accepted Answer

A) True 
 B)False

Question 11

It is "true" to say that,in practice,you can estimate variability in the population by using one of three methods: (a)set pq to the most conservative amounts of 50 percent/50 percent, (b)estimate pq based upon prior research studies,or (c)conduct a pilot study.

Accepted Answer

A) True 
 B)False

Question 12

In determining the level of confidence,any level of confidence is possible,but marketing researchers typically use between 60 percent and 100 percent ,depending on the importance of the issue and how much the client has to spend on the research.

Accepted Answer

A) True 
 B)False

Question 13

Researchers should follow to the sample size formula closely when calculating sample size.No other consideration,such as the cost to the client,should be considered,as it will surely lower the accuracy of the study.

Accepted Answer

A) True 
 B)False

Question 14

The conventional approach to sample size determination follows some convention or number believed somehow to be the "correct" sample size.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is NOT one of the axioms of sample size and accuracy?

Accepted Answer

A) The only perfectly accurate sample is a census. 
B) A probability sample will always have some inaccuracy (sample error). 
C) Increasing sample size increases the sample's representativeness. 
D) A probability sample size can be a very tiny percentage of the population size and still be very accurate. 
E) The size of a probability sample depends on the client's desired accuracy balanced against the cost of data collection. 
A) The only perfectly accurate sample is a census. 
B) A probability sample will always have some inaccuracy (sample error). 
C) Increasing sample size increases the sample's representativeness. 
D) A probability sample size can be a very tiny percentage of the population size and still be very accurate. 
E) The size of a probability sample depends on the client's desired accuracy balanced against the cost of data collection.

Question 16

The desired accuracy should NOT be considered in order to calculate the proper sample size.This is because accuracy cannot be determined until the data are collected and analyzed.

Accepted Answer

A) True 
 B)False

Question 17

Sample accuracy refers to how close a random sample's statistic is to another random sample statistic drawn on the same population.If the two samples result in the same,or nearly the same,data,then one has achieved sample accuracy.

Accepted Answer

A) True 
 B)False

Question 18

When using nonprobability samples instead of probability samples,different formulas must be applied to determine the appropriate sample size that precisely balances desired accuracy,variability in the population,and level of confidence.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following would be defined as the percentage of respondents that qualify for a survey based on criteria such as age,income,and race?

Accepted Answer

A) demographic incidence 
B) geographic incidence 
C) demographic occurrence 
D) product incidence 
E) customer data 
A) demographic incidence 
B) geographic incidence 
C) demographic occurrence 
D) product incidence 
E) customer data

Question 20

Which of the following statements is most accurate regarding the relationship between sample size and the sample representativeness?

Accepted Answer

A) There is a high relationship between the size of a sample and the representativeness of the population from which it is drawn. 
B) There is no relation between the size of a sample and the representativeness of the population from which it is drawn. 
C) You cannot have a representative sample unless the sample size is equal to or exceeds 10 percent of the population. 
D) Sample size determines representativeness but only if the sample plan is a probability sampling plan. 
E) Sample size determines representativeness but only if the sample plan is a nonprobability sampling plan. 
A) There is a high relationship between the size of a sample and the representativeness of the population from which it is drawn. 
B) There is no relation between the size of a sample and the representativeness of the population from which it is drawn. 
C) You cannot have a representative sample unless the sample size is equal to or exceeds 10 percent of the population. 
D) Sample size determines representativeness but only if the sample plan is a probability sampling plan. 
E) Sample size determines representativeness but only if the sample plan is a nonprobability sampling plan.

Which of the following is the best definition of variability?

The basic concept of the central limit theorem is that all research findings are limited in their application simply because they are based upon a sample and not a census.

In trying to estimate the variability in the population in order to determine pq,which of the following represents viable alternatives?

A graph of the relationship between accuracy and size of the sample shows that accuracy decreases as sample size increases.

The only time that the population size is a consideration in sample size determination is in the case of a "small population."

Sample size is related to the size of the confidence interval in that:

Using the confidence interval formula for calculating sample size,the amount of variability believed to be in the population must be estimated.

It is "true" to say that,in practice,you can estimate variability in the population by using one of three methods: (a)set pq to the most conservative amounts of 50 percent/50 percent, (b)estimate pq based upon prior research studies,or (c)conduct a pilot study.

In determining the level of confidence,any level of confidence is possible,but marketing researchers typically use between 60 percent and 100 percent ,depending on the importance of the issue and how much the client has to spend on the research.

Researchers should follow to the sample size formula closely when calculating sample size.No other consideration,such as the cost to the client,should be considered,as it will surely lower the accuracy of the study.

The conventional approach to sample size determination follows some convention or number believed somehow to be the "correct" sample size.

Which of the following is NOT one of the axioms of sample size and accuracy?

The desired accuracy should NOT be considered in order to calculate the proper sample size.This is because accuracy cannot be determined until the data are collected and analyzed.

Sample accuracy refers to how close a random sample's statistic is to another random sample statistic drawn on the same population.If the two samples result in the same,or nearly the same,data,then one has achieved sample accuracy.

When using nonprobability samples instead of probability samples,different formulas must be applied to determine the appropriate sample size that precisely balances desired accuracy,variability in the population,and level of confidence.

Which of the following would be defined as the percentage of respondents that qualify for a survey based on criteria such as age,income,and race?

Which of the following statements is most accurate regarding the relationship between sample size and the sample representativeness?

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Secondary Data Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Understanding Measurement, developing Questions, and Designing the Questionnaire

Selecting the Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters

Exam 10: Determining the Size of a Sample

Which of the following is the best definition of variability?

The basic concept of the central limit theorem is that all research findings are limited in their application simply because they are based upon a sample and not a census.

In trying to estimate the variability in the population in order to determine pq,which of the following represents viable alternatives?

A graph of the relationship between accuracy and size of the sample shows that accuracy decreases as sample size increases.

The only time that the population size is a consideration in sample size determination is in the case of a "small population."

Sample size is related to the size of the confidence interval in that:

Using the confidence interval formula for calculating sample size,the amount of variability believed to be in the population must be estimated.

It is "true" to say that,in practice,you can estimate variability in the population by using one of three methods: (a)set pq to the most conservative amounts of 50 percent/50 percent, (b)estimate pq based upon prior research studies,or (c)conduct a pilot study.

In determining the level of confidence,any level of confidence is possible,but marketing researchers typically use between 60 percent and 100 percent ,depending on the importance of the issue and how much the client has to spend on the research.

Researchers should follow to the sample size formula closely when calculating sample size.No other consideration,such as the cost to the client,should be considered,as it will surely lower the accuracy of the study.

The conventional approach to sample size determination follows some convention or number believed somehow to be the "correct" sample size.

Which of the following is NOT one of the axioms of sample size and accuracy?

The desired accuracy should NOT be considered in order to calculate the proper sample size.This is because accuracy cannot be determined until the data are collected and analyzed.

Sample accuracy refers to how close a random sample's statistic is to another random sample statistic drawn on the same population.If the two samples result in the same,or nearly the same,data,then one has achieved sample accuracy.

When using nonprobability samples instead of probability samples,different formulas must be applied to determine the appropriate sample size that precisely balances desired accuracy,variability in the population,and level of confidence.

Which of the following would be defined as the percentage of respondents that qualify for a survey based on criteria such as age,income,and race?

Which of the following statements is most accurate regarding the relationship between sample size and the sample representativeness?

Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Secondary Data Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Understanding Measurement, developing Questions, and Designing the Questionnaire

Selecting the Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters