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Marketing Research > Chapter 8: Sampling Procedure > Flashcards

Chapter 8: Sampling Procedure Flashcards

1
Q

The process of choosing the group of individuals (sample) to survey is called ___

A

Sampling

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2
Q

The group from which the sample is drawn is called ___

A

Population

Example: all the individuals in the United States.

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3
Q

What is a census?

A

When the entire population is surveyed

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4
Q

What are the steps in the sampling process?

A
  1. Define the population
  2. Identify the sample frame
  3. Choose a sampling procedure
  4. Decide on the sample size
  5. Select the sample
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5
Q

What is a probability sample?

A

Each member of the target population has a known and nonzero chance of being selected

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6
Q

What is sampling error?

A

The amount of error that the researcher is willing to accept as a result of the sampling process

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7
Q

What is a nonprobability sample?

A

The probability or chance of someone being selected is not known and cannot be determined

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8
Q

What is the importance of sample size?

A

The correct sample size increases the probability the findings will accurately reflect the target population

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9
Q

What is a fixed sample?

A

The sample size is determined before conducting the research

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10
Q

What is a sequential sample?

A

Involves surveying a sample, and if enough respondents are obtained, the research moves into the analysis stage

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11
Q

What is convenience sampling?

A

Individuals or objects that are convenient for the researcher to survey

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12
Q

When is convenience sampling most appropriate?

A

For exploratory research or the early stages of a descriptive study

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13
Q

What is a judgment sample?

A

Researchers use their judgment to select a sample they believe can provide useful information or reflect the population being studied

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14
Q

What can a sample refer to?

A

A sample can also refer to objects such as retail stores, websites, and products.

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15
Q

Why is sampling used?

A

Sampling is used because it is not practical to survey an entire population.

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16
Q

What is a census?

A

A census is when the entire population is surveyed.

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17
Q

What are the steps in the sampling process?

A
  1. Define the population
  2. Identify the sample frame
  3. Choose a sampling procedure
  4. Decide on the sample size
  5. Select the sample.
18
Q

What factors influence sample size?

A

The correct sample size increases the probability the findings will accurately reflect the target population.

19
Q

What is exploratory research?

A

Exploratory research is used in the early stages of a descriptive study rather than for more definitive studies.

20
Q

What is a quota sample?

A

A quota sample ensures the sample contains the same proportion of characteristics specified by the researcher as is evident in the population being examined.

It produces a nonprobability sample that is more representative of the population.

21
Q

What is a snowball sample?

A

A snowball sample is a unique nonprobability sampling technique that begins with one or a few individuals identified as good subjects, who then refer others for the study.

This method is used when it’s difficult to identify individuals who meet specific criteria.

22
Q

What is a simple random sample?

A

A simple random sample is when each element in the population has a known and equal chance of being selected.

23
Q

What is a systematic random sample?

A

A systematic random sample uses a systematic process to select participants, requiring individuals in the population to be arranged in some type of order or list.

24
Q

What is a stratified sample?

A

A stratified sample involves dividing the population into mutually exclusive and categorically exhaustive groups related to the behavior of interest, then randomly selecting elements from each group.

The division must be mutually exclusive and collectively exhaustive.

25
Q

What is a cluster sample?

A

A cluster sample involves dividing the population into mutually exclusive groups, but the details are incomplete in the provided text.

26
Q

What is the purpose of dividing a population into exclusive groups in research?

A

To relate to the behavior (or variables) of interest

27
Q

What must be true about the division of a population into groups for research purposes?

A

It must be mutually exclusive and collectively exhaustive

28
Q

Define cluster sampling in research.

A

Dividing the population into mutually exclusive and exhaustive groups called clusters

29
Q

How does a cluster sample differ from a stratified sample?

A

Clusters are assumed to be representative of the population as a whole, rather than homogeneous groups

30
Q

What is a one-stage cluster sample?

A

A sampling method where entire clusters are selected without further subdivision

31
Q

What is a two-stage cluster sample?

A

A sampling method where clusters are first selected, then elements within those clusters are sampled

32
Q

What is the general practice sample size considered sufficient for national surveys?

A

1,000 to 2,000 respondents

33
Q

What is one method for determining sample size based on past research?

A

Looking at previous studies that are similar

34
Q

What tool can be used to calculate sample size in probability sampling?

A

Statistical formula

35
Q

What are some resources available for researchers to determine sample size?

A
  • Sample size calculators
  • Sample size tables
  • General practice
  • Previous studies
  • Statistical studies
36
Q

List four validation metrics for sample panels.

A
  • Percentage of panelists who have verified or updated their profile
  • Monthly or annual dropout rate
  • Panelist response rates
  • Panelist activity rates
37
Q

What is one benefit of online research panels?

A

Faster data collection

38
Q

Fill in the blank: One concern with online research panels is that open-sample recruitment produces a _______.

A

biased sample

39
Q

True or False: Respondents in online research panels tend to provide accurate information.

A

False

40
Q

What is a common characteristic of internet users compared to the general population?

A

They tend to be a little different, affecting representativeness

41
Q

What is one advantage of using graphics, videos, and audio in online research panels?

A

Enhanced engagement and data richness

42
Q

What does automated data validation in online research panels help to ensure?

A

The accuracy and reliability of the data collected

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