Deck 4: Sampling

Question 1

With regard to target audience definitions,the text notes that populations of individuals are typically defined in some combination of ________,geographic and behavioral characteristics.

A)geoattitudinal
B)geopsychographic
C)demographic
D)physiological
E)democratic

Answer 1

C

Question 2

Consider the statements shown below.How many of these statements describe situations in which a census is preferable to a sample?
- when the population of interest is small and identifiable
- when sampling might eliminate important cases from the study
- when the client has unlimited funds to conduct the research
- when the research results will be published in newspapers or other media

A)1
B)2
C)3
D)4

Answer 2

B

Question 3

Once the target population is defined,the next step ________.

A)selects the sampling method
B)determines the project budget
C)identifies the questions to be used on the survey
D)sets parameters for study timing
E)determines the appropriate procedures for data analysis

Answer 3

A

Question 4

A probability sample is one in which the members of the target population ________.

A)can easily be found for survey purposes
B)all have an equal chance of being included in the sample
C)have participated in similar research studies
D)have agreed to accept an incentive to participate in the research
E)can be found in malls and other high-traffic areas

Question 5

The text discussed the Pew Research Center exploration of the relationship between target audience definition estimates of Muslim American demographics.This research found that demographic estimates were affected by differences in target audience definitions.

Question 6

In which type of sample does each individual,household,or item in the target universe have an equal chance of being selected for participation in the research?

A)Probability
B)Snowball
C)Quota
D)Nonprobability
E)Judgment

Question 7

Krispy Kreme has 1,251 franchisees in the United States.Lance wants to conduct interviews with every one of the franchisees.This would result in a ________ of the franchisees.

A)sample
B)census

Question 8

The text described Mary and John's sampling of opinion in Dr.Newson's class.Mary obtained more accurate results than John.This is because Mary used ________ sampling while John used ________ sampling.

A)random,haphazard
B)random,convenience
C)census,convenience
D)census,haphazard

Question 9

According to the text,a well written target definition ________ describes the group of interest and clearly differentiates those things or individuals of interest from those which are not of interest.

A)ambiguously
B)unambiguosly
C)creatively
D)inventively
E)fashionably

Question 10

Once it is determined that a sample (versus a census)is needed,the next step in the sampling planning process is to ________.

A)determine the project budget
B)determine the project timing
C)describe the correct sample frame
D)define the target population
E)determine whether to use a probability or nonprobability approach to sample selection

Question 11

Only ________ sampling allows you to make valid generalizations about the population from which the sample was drawn.

A)random
B)judgment
C)nonrandom
D)snowball
E)quota

Question 12

A subset of the population that represents the entire group from which it is drawn is known as a ________.

A)population
B)sample unit
C)census
D)sample
E)respondent

Question 13

The demographic component of a target audience definition relates to respondent characteristics such as social media usage and levels of technology adoption.

Question 14

The vast majority of research uses a sample of the population of interest.

Question 15

Another name for probability sampling is ________ sampling.

A)random
B)judgment
C)nonrandom
D)snowball
E)quota

Question 16

The ________ components of a target audience definition typically specify age,gender,income,or other related characteristics.

A)geoattitudinal
B)geopsychographic
C)demographic
D)physiological
E)democratic

Question 17

Probability sampling is ________ research.

A)most frequently used in qualitative
B)most frequently used in quantitative
C)equally frequent in qualitative and quantitative

Question 18

The quality and validity of generalizations drawn from a research study are only minimally influenced by its target definition.

Question 19

The ________ component of a target audience definition relates to respondent characteristics such as usage of Flickr and brand purchase patterns.

A)behavioral
B)demographic
C)democratic
D)geodemographic
E)attitudinal

Question 20

The first step in the sampling process focuses on determining ________.

A)sample size given the research budget
B)absolute required sample size
C)if a sample or census should be used
D)the amount of time required to contact the sample
E)if a quota sample is needed

Question 21

A(n)________ sample frame occurs when elements of the target population are excluded from potential participation in the research.

A)over-registered
B)under-registered
C)perfect

Question 22

Imagine that you have a population of 60 individuals and that you want to take a systematic random sample of 12 members of the population.The skip interval would be ________.

A)5
B)8
C)12
D)15

Question 23

In stratified random sampling,once each strata is defined then independent random samples are drawn from each strata.

Question 24

Three types of sampling discussed in the text are: simple random,systematic random,and ________ random.

A)cooperative
B)symbiotic
C)stratified
D)reflective
E)strategic

Question 25

Which approach to sampling might use a coin toss or a table of random numbers to select members of the population for participation in the research study?

A)simple
B)systematic
C)stratified
D)synergistic
E)symbiotic

Question 26

A confidence interval is an estimate,plus or minus,of the range in which we believe the true ________ estimate lies.

A)sample
B)census
C)population
D)random
E)target

Question 27

Focus groups are a form of nonprobability sampling.It is acceptable to generalize the results of focus groups to the broader population from which the participants were drawn.

Question 28

Imagine that you have three strata,the size of each is shown below.
Stratum 1: 100 individuals
Stratum 2: 200 individuals
Stratum 3: 700 individuals
You wish to draw a final sample of 100 individuals.Proportionate stratified sampling would result in how many individuals selected from Strata 3?

A)10
B)20
C)33
D)70

Question 29

A(n)________ sample frame occurs when there is an exact correspondence between the sample frame and target population.

A)over-registered
B)under-registered
C)perfect

Question 30

When drawing a systematic random sample,it is always necessary to begin counting with respondent #1.

Question 31

A screener is used to eliminate unwanted individuals from potential participation in the research.The screener is likely being used because of over-registration in the sample frame.

Question 32

Only ________ samples allow you to determine the sample size required for a specified degree of confidence.

A)snowball
B)nonprobability
C)probability
D)judgment
E)quota

Question 33

A(n)________ sample frame contains all of the elements in the target population,plus additional elements.

A)over-registered
B)under-registered
C)perfect

Question 34

The first step in stratified random sampling is to identify one or more classification criteria,each of which defines one strata.

Question 35

When you use a table of random numbers or flip a coin to select members of the sample,you are using a form of ________ sampling.

A)random
B)snowball
C)judgment
D)nonprobability
E)quota

Question 36

________ random sampling is the better choice whenever you have a situation where you think that a large variation in what you are studying is due to specific respondent characteristics.

A)Simple
B)Systematic
C)Stratified

Question 37

Imagine that you wish to obtain a simple random sample of four individuals from a population of twenty.Individuals 3,5 and 7 are selected.The chance of individual 6 being selected is ________ the chance of individual 20 being selected.

A)less than
B)the same as
C)greater than

Question 38

Which form of random sampling works best when the target population is not homogeneous with respect to what is being measured?

A)simple
B)systematic
C)stratified
D)snowball
E)judgment

Question 39

Which type of sampling process allows you to confidently generalize the research findings to the population from which the sample was drawn?

A)Convenience sampling
B)Probability sampling
C)Nonprobability sampling
D)Snowball sampling
E)Quota sampling

Question 40

Imagine that you have three strata,the size of each is shown below.
Strata 1: 200 individuals
Strata 2: 300 individuals
Strata 3: 500 individuals
You wish to draw a final sample of 100 individuals with at least 25 individuals selected from each strata.Which sampling method would be used?

A)proportionate stratified sampling
B)disproportionate stratified sampling
C)simple random sampling
D)systematic random sampling

Question 41

You have just completed a 12-month advertising test within the city limits of Boston and wish to determine levels of advertising and product awareness as well as brand perceptions.You decide to use random digit dialing among prefixes that are identified as "Atlanta." These prefixes,as a result,will include individuals living within the Boston city limits as well as suburban Boston.First,identify the type of registration this sample frame represents.Next,if the frame has a problem,propose a remedy.

Question 42

You conduct a research study where 75% of the sample agrees with a particular statement.The confidence interval is +/- 5%.This means that the true percentage of those agreeing is likely to be no less than ________.

A)5%
B)65%
C)70%
D)80%

Question 43

Which form of nonprobability sampling uses current study participants to recruit new participants?

A)Convenience
B)Judgment
C)Quota
D)Snowball

Question 44

You are conducting research on college students' engagement with brands via social media.You want to use purposive (nonrandom sampling).List two ways in which individuals might be selected.

Question 45

In quantitative research,sample size is determined in light of confidence intervals and confidence ________.

A)restraints
B)length
C)limitations
D)levels
E)intensity

Question 46

Sample selection bias occurs when members of the population of interest are selected in violation of the rule of equal chance of selection.

Question 47

When designing a research study,the number of contacts must always ________ the number of required completed interviews.

A)be less than
B)be equal to
C)be more than

Question 48

Imagine that a sample size of 300 provides a confidence interval of +/- 4%.If you wanted to change the confidence interval to +/- 2% you would need to ________ the sample size.

A)reduce
B)increase

Question 49

Which form of nonprobability sampling selects study participants based on an expert's expertise regarding who might be best to interview?

A)Convenience
B)Judgment
C)Quota
D)Snowball

Question 50

Which form of nonprobability sampling selects study participants just because they are readily accessible?

A)Convenience
B)Judgment
C)Quota
D)Snowball

Question 51

Consider the two statements regarding the confidence level shown below.
I.The confidence level is the mathematical expression of our confidence that
The population estimate lies within the confidence interval.
II.The confidence level is the range into which the true population parameter will
Fall,assuming a given level of confidence.
How may,if any,of these statements is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true

Question 52

Propose two ways in which you could take a systematic random sample of your class.

Question 53

The goal in determining sample size is to estimate the ________ sample size that will provide the desired level of confidence.

A)minimal
B)maximum

Question 54

Explain sample selection bias.

Question 55

Nancy is the researcher at the JKO Advertising Agency.She has been asked to test two different advertising campaigns.The "winning" campaign will be supported by $20MM in media.Each campaign will be shown to a group of consumers in the brand's target audience.Nancy decides to use a series of focus groups to select the "winning" campaign,as she believes that this form of sampling (convenience)will allow her to generalize to the broader population from which the focus group participants were drawn.Do you agree or disagree with Nancy's point of view? Why?

Question 56

Which of the following is the best way to determine sample size in nonprobability samples?

A)Unaided judgment
B)Budget considerations
C)Frame of reference
D)Analytical requirements

Question 57

Consider the two statements below with regard to online panels.
I."Opt-in" panels are preferred over invitation-only panels.
II.Panels should aggressively identify and eliminate "professional respondents."
Which,if any,statement is (are)true?

A)I only
B)II only
C)I and II are both true
D)Neither I nor II are true