Question 1

What is the most important reason for the growing popularity of nonprobability samples?

Accepted Answer

A) sampling error can be computed 
B) representative of population 
C) lower cost than probability samples 
D) less nonresponse bias than other types of sampling 
A) sampling error can be computed 
B) representative of population 
C) lower cost than probability samples 
D) less nonresponse bias than other types of sampling

Question 2

Which of the following types of samples enables the researcher to compute sampling error?

Accepted Answer

A) nonprobability 
B) convenience 
C) probability 
D) all of the above 
A) nonprobability 
B) convenience 
C) probability 
D) all of the above

Question 3

Stratified sampling is a type of probability sampling.

Accepted Answer

A) True 
 B)False

Question 4

Convenience samples should not be used in marketing research.

Accepted Answer

A) True 
 B)False

Question 5

_____________ is the total group of people from whom information is obtained.

Accepted Answer

A) Sample of interest 
B) Census of interest 
C) Population of interest 
D) Subset of interest 
E) The entire universe 
A) Sample of interest 
B) Census of interest 
C) Population of interest 
D) Subset of interest 
E) The entire universe

Question 6

Simple random sampling is often used as a substitute for systematic sampling.

Accepted Answer

A) True 
 B)False

Question 7

All other things equal,larger samples will have less ___________ than smaller samples.

Accepted Answer

A) measurement error 
B) sampling error 
C) time and cost 
D) nonsampling error 
E) interviewer error 
A) measurement error 
B) sampling error 
C) time and cost 
D) nonsampling error 
E) interviewer error

Question 8

The key to making accurate predictions about the characteristics or behavior of a large population on the basis of a relatively small sample lies in the way in which individuals are selected for the sample.

Accepted Answer

A) True 
 B)False

Question 9

Under the right circumstances and all other things equal,_________ produces the most efficient samples and provides the most precise or reliable estimates for a given sample size.

Accepted Answer

A) Proportional stratified allocation 
B) Disproportional stratified allocation 
C) Optimal allocation 
D) B & C 
E) None of the above 
A) Proportional stratified allocation 
B) Disproportional stratified allocation 
C) Optimal allocation 
D) B & C 
E) None of the above

Question 10

If a researcher offers beer drinkers an extra incentive to recruit their friends who also drink beer to participate in the study,s/he is using a(n)________sample.

Accepted Answer

A) cluster 
B) systematic 
C) stratified 
D) snowball 
E) none of the above 
A) cluster 
B) systematic 
C) stratified 
D) snowball 
E) none of the above

Question 11

One of the advantages of Internet surveys is that target respondents can complete the survey at their convenience.

Accepted Answer

A) True 
 B)False

Question 12

The _____________ is a list of the members or elements from which units to be sampled are selected.

Accepted Answer

A) population 
B) sample frame 
C) sample source 
D) universe 
E) none of the above 
A) population 
B) sample frame 
C) sample source 
D) universe 
E) none of the above

Question 13

The final step in the sampling process is execution of the operational sampling plan.

Accepted Answer

A) True 
 B)False

Question 14

If the researcher is expecting different responses between males and females in a study,which type of sample might be most useful?

Accepted Answer

A) judgment 
B) snowball 
C) stratified random 
D) systematic random 
E) none of the above 
A) judgment 
B) snowball 
C) stratified random 
D) systematic random 
E) none of the above

Question 15

Suppose a marketing researcher was doing a survey of snow skiers residing in South Louisiana,for the specific purpose of estimating the feasibility of offering discounted snow ski rental equipment.The idea was gauge the need,interest and price expectations of these snow skiers as they head to Colorado or some other snow skiing destination.What type of sample would be needed?

Accepted Answer

It is plausible to assume that

Question 16

Under what kind of sampling procedure must the researcher adhere closely to precise selection procedures to ensure that the results are projectable to the population under study?

Accepted Answer

A) nonprobability 
B) non-random 
C) probability 
D) quota 
E) none of the above 
A) nonprobability 
B) non-random 
C) probability 
D) quota 
E) none of the above

Question 17

Which of the following sample types is often used as a substitute for simple random sampling?

Accepted Answer

A) snowball 
B) judgment 
C) quota 
D) systematic 
E) none of the above 
A) snowball 
B) judgment 
C) quota 
D) systematic 
E) none of the above

Question 18

Which of the following sampling methods is the most statistically efficient (the most representative)?

Accepted Answer

A) simple random 
B) systematic random 
C) stratified random 
D) cluster 
E) All are equally statistically efficient. 
A) simple random 
B) systematic random 
C) stratified random 
D) cluster 
E) All are equally statistically efficient.

Question 19

A shortcoming of Internet surveys relative to other modes of data collection is the need to input the data into a database after it has been collected.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following could serve as the basis for forming a stratum?

Accepted Answer

A) usage rate 
B) gender 
C) income level 
D) all of the above 
E) none of the above 
A) usage rate 
B) gender 
C) income level 
D) all of the above 
E) none of the above

Exam 13: A: Basic Sampling Issues

What is the most important reason for the growing popularity of nonprobability samples?

Which of the following types of samples enables the researcher to compute sampling error?

Stratified sampling is a type of probability sampling.

Convenience samples should not be used in marketing research.

_____________ is the total group of people from whom information is obtained.

Simple random sampling is often used as a substitute for systematic sampling.

All other things equal,larger samples will have less ___________ than smaller samples.

The key to making accurate predictions about the characteristics or behavior of a large population on the basis of a relatively small sample lies in the way in which individuals are selected for the sample.

Under the right circumstances and all other things equal,_________ produces the most efficient samples and provides the most precise or reliable estimates for a given sample size.

If a researcher offers beer drinkers an extra incentive to recruit their friends who also drink beer to participate in the study,s/he is using a(n)________sample.

One of the advantages of Internet surveys is that target respondents can complete the survey at their convenience.

The _____________ is a list of the members or elements from which units to be sampled are selected.

The final step in the sampling process is execution of the operational sampling plan.

If the researcher is expecting different responses between males and females in a study,which type of sample might be most useful?

Under what kind of sampling procedure must the researcher adhere closely to precise selection procedures to ensure that the results are projectable to the population under study?

Which of the following sample types is often used as a substitute for simple random sampling?

Which of the following sampling methods is the most statistically efficient (the most representative)?

A shortcoming of Internet surveys relative to other modes of data collection is the need to input the data into a database after it has been collected.

Which of the following could serve as the basis for forming a stratum?

The Role of Marketing Research in Management Decision Making

A: The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

A: The Marketing Research Industry and Research Ethics

Problem Definition,exploratory Research,and the Research Process

A: Problem Definition and the Research Process

Secondary Data and Databases

A: Secondary Data and Databases

Qualitative Research

A: Qualitative Research

Traditional Survey Research

A: Traditional Survey Research

Online Marketing Research

A: Online Marketing Research

Primary Data Collection: Observation

A: Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

A: Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

A: The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

A: Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

A: Questionnaire Design

Basic Sampling Issues

Sample Size Determination

A: Sample Size Determination

Data Processing and Fundamental Data Analysis

A: Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

A: Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

A: Bivariate Correlation and Regression

Multivariate Data Analysis

A: Multivariate Data Analysis

Communicating the Research Results

A: Communicating the Research Results

Managing Marketing Research

A: Managing Marketing Research

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