Exam 12: Determining How to Select the Sample

When Web site visitors are selected at random and asked to participate in a survey, this is an example of:

One of the reasons systematic sampling is faster than simple random sampling is that the population size:

A subset of the population that should represent the entire group, is known as a:

A master list of all the sample units in the population is known as the:

A survey administered to obtain 40 percent Hispanics and 60 percent Europeans is:

Which technique allows you to achieve the benefits of random digit dialing by adding some randomly determined number to the telephone number drawn from the telephone directory?

Random digit dialing is an example in which simple random sampling is employed quite successfully.

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:

Which of the following sample plans would not be considered a probability sample?

It is impossible to determine the probability when using nonprobability methods because:

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?

Sampling a geographical area using area sampling is:

An accounting of the complete population is known as:

Eddie Livingston is president of BankTrust, a banking firm with several bank locations. Eddie has been exploring the impact of service satisfaction with bank performance and is convinced that he can improve the bank's RONW if he can improve customer satisfaction. He has been contemplating a proposal from Tanner Research to begin a program of improving customer satisfaction. Tanner has recommended a survey of bank customers to establish gaps in service as perceived by the customers. Eddie knows that the bank has a list of all the customers and that this information is on an electronic database complete with mailing addresses and, for those having Internet service, email addresses. At the next meeting, Eddie expresses concern that sending a questionnaire to all bank customers is an inconvenience to them and he doesn't want to create more hassles. The researchers from Tanner Research assure Eddie that they can get the needed information for as few as a couple of hundred customers and that the results will be representative of all bank customers. Which of the following sample methods would most likely be appropriate?

In the sample plan discussed in your book, the last step in the plan is to "draw the sample."

A sample frame is a master list of all the sample units in the population.

In area sampling, the one-step approach is applied if the researcher believes that the various geographic areas (or clusters)are sufficiently identical.