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Marketing > Chapter 12 > Flashcards

Chapter 12 Flashcards

1
Q

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

A

True

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2
Q

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

A

False

RATIONALE: A census is an investigation of all the individual elements that make up the population

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3
Q

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

A

False
RATIONALE: This is a population (universe). A census is an investigation of all the individual elements that
make up the population.

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4
Q

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

A

True

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5
Q

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

A

False

RATIONALE: The first stage is to define the target population.

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6
Q

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

A

True

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7
Q

A sampling frame is also called a “working population.”

A

True

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8
Q

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

A

True

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9
Q

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

A

True

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10
Q

Sampling frames are consistent available around the world.

A

False

RATIONALE: The availability of sampling frames varies dramatically around the world.

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11
Q

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

A

False

RATIONALE: A primary sampling unit (PSU) is a unit selected in the first stage of sampling

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12
Q

As sample size decreases, random sampling error decreases.

A

False

RATIONALE: Random sampling error decreases as sample size increases.

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13
Q

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

A

True

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14
Q

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

A

True

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15
Q

A convenience sample is a type of probability sample.

A

False

RATIONALE: A convenience sample is a type of nonprobability sampling.

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16
Q

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.

A

True

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17
Q

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.

A

False
RATIONALE: Snowball sampling involves using probability methods for an initial selection of respondents
and then obtaining additional respondents through information provided by the initial
respondents.

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18
Q

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

A

False
The term random refers to the procedure for selection the sample; it does not describe the data
in the sample.

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19
Q

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

A

True

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20
Q

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

A

True
RATIONALE: While systematic sampling is not actually a random selection procedure, it does yield random
results if the arrangement of the items is not some sequence corresponding to the interval in
some way

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21
Q

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

A

False

RATIONALE: Subsamples are drawn using simple random sampling within each stratum.

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22
Q

The most popular type of cluster sample is the area sample

A

True

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23
Q

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

A

True

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24
Q

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

A

True

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25
Q

Multistage samples are frequently used due to their low cost.

A

False

Multistage sampling is high cost yet frequently used.

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26
Q 
A company decides to send an Internet survey to all of its 127-member sales force to determine their morale. This is a
\_\_\_\_.
a. cluster sample
b. multistage area sample
c. census
d. sample
A

c

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27
Q 
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 \_\_\_\_.
a. define the target population
b. determine the sample size
c. select the actual sampling units
d. select a sampling frame
A

a

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28
Q

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

a. analyze data
b. select a sampling frame
c. determine sample size
d. conduct fieldwork

A

a

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29
Q

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 ____.
a. reverse directory
b. sampling frame
c. systematic sampling list
d. census

A

b

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30
Q

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

a. Type I error
b. sampling frame error
c. statistical error
d. list error

A

b

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31
Q 
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 \_\_\_\_.
a. snowball directory
b. inverse directory
c. reverse directory
d. sampling frame directory
A

c

32
Q 
Lists of respondents who have agreed to participate in marketing research along with their e-mail contact information
are called \_\_\_\_.
a. interactive samples
b. online panels
c. perpetual samples
d. e-samples
A

b

33
Q

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

a. sampling panel
b. sampling unit
c. sampling error
d. sampling quota

A

b

34
Q

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 ____.
a. PSU
b. census
c. systematic sample
d. secondary sampling unit

A

d

35
Q

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

a. random sampling error
b. systematic sampling error
c. primary sampling error
d. secondary sampling error

A

a

36
Q

As sample size ____, random sampling error ____.

a. increases; increases
b. decreases; decreases
c. increases; decreases
d. increase; remains unchanged

A

c

37
Q

Which type of sampling error is primarily due to the nature of a study’s design and the correctness of study execution?

a. random sampling error
b. systematic sampling error
c. primary sampling error
d. secondary sampling error

A

b

38
Q

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?
a. opted out
b. opted in
c. randomized herself
d. met a quota

A

b

39
Q

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

a. absolute sampling
b. relative sampling
c. nonprobability sampling
d. probability sampling

A

d

40
Q 
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?
a. judgment sampling
b. systematic sampling
c. snowball sampling
d. convenience sampling
A

d

41
Q 
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?
a. cluster sample
b. multistage area sample
c. systematic sample
d. convenience sample
A

d

42
Q

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?
a. area sample
b. subjective sample
c. stratified sample
d. judgment sample

A

d

43
Q

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(n)
____.
a. judgment sample
b. area sample
c. cluster sample
d. convenience sample

A

a

44
Q

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?
a. systematic sample
b. quota sample
c. area sample
d. multistage sample

A

b

45
Q

Which statement comparing quota sampling with probability sampling is true?

a. Quota sampling typically costs less than probability sampling.
b. Quota sampling is typically less convenient for researchers than is probability sampling.
c. A study using quota sampling will typically take substantially more time to complete.
d. Quota sampling generally provides a more random sample than probability sampling.

A

a

46
Q

A marketing researcher wants to put together four focus groups of 18-24 year-old males who are “heavy downloaders
of music” (defined as downloading 50 songs per month). Instead of asking people at a shopping mall whether they
download music from the Internet, he finds one person in the target market who qualifies, and then asks that person to
suggest the names of two other males between the ages of 18-24 who download music. The researcher will invite those
two to participate in the focus group, and then they are each asked to suggest two others similar to themselves to
participate in the focus group study. This procedure describes a ____.
a. stepwise sample
b. judgment sample
c. area sample
d. snowball sample

A

d

47
Q 
A sampling procedure that assures each element in the population of an equal chance of being included in the sample
is called \_\_\_\_.
a. simple random sampling
b. primary random sampling
c. primary sampling
d. stratified sampling
A

a

48
Q

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?
a. judgment sample
b. simple random sample
c. stratified sample
d. area sample

A

b

49
Q

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.
a. 20th
b. 10th
c. 5th
d. 50th

A

c

50
Q

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

a. cluster sampling
b. stratified sampling
c. systematic sampling
d. convenience sampling

A

b

51
Q

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(n) ____.
a. proportional stratified sample
b. balanced stratified sample
c. even stratified sample
d. primary stratified sample

A

a

52
Q

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?
a. systematic sample
b. simple random sample
c. nonprobability sample
d. cluster sample

A

d

53
Q

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(n) ____.
a. simple random sample
b. multistage area sample
c. systematic sample
d. nonprobability sample

A

b

54
Q

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

a. convenience
b. judgment
c. cluster
d. stratified

A

b

55
Q 
Which probability sampling technique is economically efficient and uses a group of elements as the primary sampling
unit?
a. simple random
b. snowball
c. cluster
d. quota
A

c

56
Q

A(n) ____________________ is a subset of some larger population that is measured or observed in some way to infer
what the entire population is like.

A

sample

57
Q

All of the retail stores nationwide of Sears Roebuck and Co. form the ____________________ of Sears’ stores.

A

population

58
Q

When a researcher conducts personal interviews with 100 percent of the salespeople within his organization, the
researcher is using a(n) ____________________.

A

census

59
Q

When some elements of the target population are omitted from the list of elements, ____________________ error
may occur.

A

sampling frame

60
Q

When a telephone book database is re-arranged so that it is organized by phone number instead of by last name, a
____________________ directory has been created.

A

reverse

61
Q

A unit that is selected in the first stage of a multi-stage sampling procedure is called the ____________________.

A

primary sampling unit

PSU

62
Q

The difference between the results of a sample and the results of a census that is conducted with identical procedures
is called ____________________ error.

A

random sampling

63
Q

When a research study has been poorly designed, it is likely to be affected by ____________________ error

A

systematic

64
Q

When an Internet user gives permission to Southwest Airlines to e-mail special price promotions as they are
announced, the user has decided to ____________________ for this type of database communication.

A

opt in

65
Q

The sampling procedure involving the use of those people or units that are most readily available is called
____________________ sampling.

A

convenience

66
Q

Judgment sampling is a type of ____________________ sampling.

A

nonprobability

67
Q

. ____________________ sampling is a nonprobability sampling procedure that ensures that various subgroups of a
population will be represented to the extent that the investigator desires.

A

Quota

68
Q

When initial subjects are selected randomly and additional subjects are obtained from recommendations of names
from the initial subjects, the ____________________ sampling technique is being used.

A

snowball

69
Q 
Writing the names of the students in a class on separate sheets of paper, shuffling the papers thoroughly, and then
drawing five names "out of a hat," is a type of \_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_ sample.
A

simple random

70
Q

When a sample is drawn using combination of two or more probability sampling techniques, a(n)
____________________ sample is being drawn.

A

multistage

71
Q

Explain reasons for why taking a sample might be preferred to taking a complete census.

A

There are several reasons for taking a sample rather than a complete census. One is for
pragmatic reasons – applied marketing research projects usually have budget and time
constraints. In most situations, sampling cuts costs, reduces labor requirements, and gathers
vital information quickly. Another major reason for sampling is that most properly selected
samples give results that are reasonably accurate. Larger samples allow conclusions to be
drawn with more confidence that they truly represent the population. Sometimes, a sample
may even be more accurate than a census due to fewer interviewer mistakes, tabulation errors,
and other nonsampling errors. A third reason to take a sample rather than a census is the fact
that many research projects require the destruction of the items being tested.

72
Q

List the stages in the selection of a sample.

A

Before taking a sample, researchers must make several decisions. While these decisions are
presented as a series of sequential stages, the order of the decisions does not always follow
this sequence. These stages are:
(1) Define the target population
(2) Select a sampling frame
(3) Determine if a probability or nonprobability sampling method will be chosen
(4) Plan procedure for selecting sampling units
(5) Determine sample size
(6) Select actual sampling units
(7) Conduct fieldwork

73
Q

Compare and contrast random sampling and systematic (nonsampling) errors.

A

Random sampling error is the difference between the sample result and the result of an
accurate census. It occurs because of chance variations in the selection of sampling units. The
sampling units, even if properly selected according to sampling theory, may not perfectly
represent the population because of chance variation. Random sampling error is a function of
sample size, and as sample size increases, random sampling error decreases. Systematic
(nonsampling) errors result from nonsampling factors, primarily the nature of a study’s
design and the correctness of execution. These errors are systematic in some way and not due
to chance fluctuations. Errors due to sample selection problems are nonsampling errors and
should not be classified as random sampling errors.

74
Q

Name and describe the types of nonprobability sampling.

A

Nonprobability sampling is a sampling technique in which units of the sample are selected on
the basis of personal judgments or convenience, and there are four types discussed in the
chapter:
(1) Convenience sampling: obtaining people or units that are conveniently available.
(2) Judgment sampling: also called purposive sampling; an experienced individual selects
the sample based on his or her judgment about some appropriate characteristics required of
the sample member.
(3) Quota sampling: ensures that the various subgroups in a population are represented on
pertinent sample characteristics to the exact extent that the investigators desire.
(4) Snowball sampling: involves using probability methods for an initial selection of
respondents and then obtaining additional respondents through information provided by the
initial respondents.

75
Q

Name and describe the types of probability sampling.

A

Probability sampling techniques include the following:
(1) Simple random sampling: assures each element in the population of an equal chance of
being included in the sample.
(2) Systematic sampling: a starting point is selected by a random process and then every nth
number on the list is selected.
(3) Stratified sampling: simple random subsamples that are more or less equal on some
characteristic are drawn from within each stratum of the population.
(4) Cluster sampling: the primary sampling unit is not the individual element in the
population but a large cluster of elements and clusters are selected randomly.
(5) Multistage area sampling: involves using a combination of two or more probability
sampling techniques.

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