Chapter 6

Question 1

Secondary Data Sources

Answer 1

I. Simmons Market Research Bureau, Inc.,
provides data on product, brand and media
usage
II. Mediamark Research, Inc. (MRI) provides demographics and media use by product category and brand
III. Standard Rate and Data Service
IV. Nielsen provides demographic data for television programs
V. Arbitron offers demographic breakdowns for radio programs

Question 2

What do the terms population or universe mean?

Answer 2

all the people who possess a particular characteristic,

or in the case of texts–all the messages that share a characteristic of interest

Question 3

What is a cross-sectional sample?

Answer 3

sample drawn at one point in time

Question 4

What is a panel sample?

Answer 4

select a sample and follow its members over time, returning to study it more than once

Question 5

What is a cohort-trend sample?

Answer 5

researchers go back to the field to gather data, but draw new samples each time

Question 6

What are the probability sampling methods?

Answer 6

Random Sampling, Systematic or Ordinal Sampling, Stratified Sampling, Cluster Sampling.

Question 7

What is a target population/public?

Answer 7

the population/public of interest

Question 8

What does a sample mean?

Answer 8

a sub-set of the population chosen by the researcher to study because it would be difficult, if not impossible to contact all members of the population

Question 9

Sampling Procedure

Answer 9

Define the target population carefully/determines who is in or out of the study.

Question 10

Random Sampling -

Answer 10

Chance alone determines who is selected. Every person in a population has an equal chance of being included.

Question 11

Systematic or Ordinal Sampling -

Answer 11

Often used with large populations, because it’s easier to use with long lists

Question 12

Stratified Sampling -

Answer 12

Categorizes a population with respect to a characteristic that a researcher considers
to be important, creating two groups then samples randomly from each group. Results in an “overly large sample” of minority group.

Question 13

Cluster Sampling -

Answer 13

Sampling frame is made up of lists of clusters. Clusters are pre-existing natural or administrative groups in the population *can be geographic locations *other common groupings, like universities. Researcher first samples clusters, then individuals from the clusters chosen. Often used when lists of individuals can’t be identified.

Question 14

Sampling

Answer 14

Population or universe, Target population/public, Sample, Sampling Procedure,

Question 15

Population or universe

Answer 15

• all the people who possess a particular characteristic,

- or in the case of texts–all the messages that share a characteristic of interest

Question 16

Sampling Procedure

Answer 16

1. Define the target population carefully/determines who is in or out of the study.
2. The researcher cannot study everyone in a population.
3. He/she selects some individuals to examine, arguing that the sample will represent the entire population closely.
4. Obtain a sampling frame (a “list” of everyone in the target population). -use only a “fresh” list from a reputable source
5. Prepare the list.
   - purge duplicates
   - examine the structure of the list, consider randomizing if structure creates a bias
6. Use the margin of error to determine how many names to draw from the sample.
   - remember, not everyone contacted will participate in the data gathering effort (non-response rate)
   - draw enough names so that enough completed questionnaires are returned to meet the requirement of the margin of error

Question 17

Cross-sectional sample

Answer 17

sample drawn at one point in time for a cross sectional study

Question 18

Panel sample for longitudinal studies

Answer 18

select a sample and follow its members over time, returning to study it more than once

Question 19

Cohort-trend sample for longitudinal studies

Answer 19

researchers go back to the field to gather data, but draw new samples each time

Question 20

Random Sampling

Answer 20

Chance alone determines who is selected, research does not make any decision as to whom is selected. Every person in a population has an equal chance of being included.

Question 21

Simple Random Sampling

Answer 21

1. Randomly selecting individuals from a sampling frame

2. Like pulling names from a hat

Question 22

Systematic or Ordinal Sampling

Answer 22

1. Choose every nth person from a complete list of the population after a randomly selected starting point
2. Often used with large populations, because it’s easier to use with long lists…
3. Avoid biases in the structure of the list

Question 23

Stratified Sampling

Answer 23

1.Categorizes a population with respect to a
characteristic that a researcher considers
to be important, creating two groups
2. Then samples randomly from each group
3. Results in an “overly large sample” of minority group
4. Weights scores to compensates for oversampling

Question 24

Cluster Sampling

Answer 24

Sampling frame is made up of lists of clusters

2. Clusters are pre-existing natural or administrative groups in the population
   * can be geographic locations
   * other common groupings, like universities
3. Researcher first samples clusters, then individuals from the clusters chosen
4. Often used when lists of individuals can’t be identified

Question 25

Probability Sampling

Answer 25

Random Sampling, Simple Random Sampling, Systematic or Ordinal Sampling, Stratified Sampling, Cluster Sampling

Question 26

Nonprobability Sample

Answer 26

chance does not guide selection. Researcher selects subjects for some particular reason or because of opportunity.

Question 27

Types of Nonprobability Samples

Answer 27

Convenience Sample, Volunteer Sample, Purposive Sample, Quota/dimensional Sample, Network/snowballing Sample

Question 28

Convenience Sample

Answer 28

based on availability of respondents

Question 29

Volunteer Sample

Answer 29

respondents choose to be a part of the study

Question 30

Purposive Sample

Answer 30

respondents are non-randomly selected on the basis of a particular characteristic

Question 31

Quota/dimensional Sample

Answer 31

respondents selected non-randomly based on their known proportion of a population

Quota=one criterion of sample chosen and a predetermined number of subjects selected to match each

dimensional=several criteria of sample chosen and a predetermined number of subjects selected to match each combination of those criteria

Question 32

Network/snowballing Sample

Answer 32

respondents refer other respondents to participate in the study

Question 33

Sampling Frame

Answer 33

a “list” of everyone in the target population