Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Marketing Research > Chapter 9 & 10 (continued) > Flashcards

Chapter 9 & 10 (continued) Flashcards

1
Q

Define: population

A

the entire group under study as defined by research objectives

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Define: sample

A

a subset of the population that should represent the entire group

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Define: sample unit

A

the basic level of investigation

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

define: census

A

an accounting of the complete population

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

define: sample frame

A

a master list of the sample units in the population

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

define: sample frame error

A

the degree to which the sample frame fails to account for all of the population

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

define: sampling error

A

any error in a survey that occurs because a sample is used

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

3 reasons to take a sample

A
  1. practicality (cost, time, population size.
  2. inability of researcher to analyze huge amounts of data from census
  3. samples can produce precise results
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

define: probability samples

A

ones in which members of the population have a known chance (probability) of being selected into the sample

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

define: nonprobability samples

A

instances in which the chances (probability) of selecting members from the population into the sample are unknown

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

What are the four probability sampling methods?

A
  1. simple random sampling
  2. systematic sampling
  3. cluster sampling
  4. stratified sampling
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Define: simple random sampling

A

the probability of being selected into the sample is “known” and equal for all members of the population

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

What is the probability of selection for simple random sampling?

A

sample size/population size

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

What is the blind draw method or random device method?

A

the use of an apparatus of some sort to ensure that every member of the population has the same chance of being selected into the sample

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

Define: systematic sampling

A

way to select a random sample from a directory or list that is much more efficient than simple random sampling

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

what is a skip interval

A

determined by taking the size of your sampling frame (or population) and divided by the sample size needed

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

How does systematic sampling work?

A

randomly choose a start, pick a nth sample unit for study

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

define: cluster sampling

A

method in which the population is divided into groups, any of which can be considered a representative sample

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

cluster sampling is also called

A

area sampling

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

in cluster sampling, the population is divided into subgroups, called

A

clusters

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

Each cluster should represent the _____

A

population

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

True or false: Area sampling is a form of cluster sampling

A

true

23
Q

What is area sampling?

A

the geographic area is divided into clusters

24
Q

When the researcher knows the answers to the research question are likely to vary by subgroups, the sample may be divided into

A

strata

25
Q

define: stratified sampling

A

method in which the population is separated into different strata and a sample is taken from each stratum

26
Q

You assume responses to variables will vary across a population. The greater this variance, the _____ accurate your predictions/results become

A

less

27
Q

If you can break up the population into smaller, more homogeneous groups, and measure the variable independent of each other, then _____ attributed to group differences can be accounted for

A

variance

28
Q

The less variance in a group, the _____ sample size it takes to produce a precise answer

A

less

29
Q

Why is stratified sampling more precise?

A

Allows the researcher to allocate more of the sample to strata with more variance and less of the sample to strata with less variance

30
Q

True or false: nonprobability sampling methods are based on fairness, equity, or equal chance

A

False

31
Q

What are the four nonprobability sampling methods?

A

convenience sampling, purposive sampling, referral sampling, quota sampling

32
Q

Define: convenience samples

A

Samples drawn at the convenience of the interviewer

33
Q

define: purposive samples

A

requires a judgment or an educated guess as to who should represent the sample

34
Q

define: referral samples

A

require respondents to provide the names of prospective respondents

35
Q

define: quota samples

A

specified percentages of the total sample for various types of individuals to be interviewed

36
Q

define: online panels

A

large numbers of individuals who have agreed to participate in online suveys

37
Q

define: river samples

A

created via the use of banners, pop-ups, or other online devices that invite website visitors to take part in the survey

38
Q

define: email list samples

A

purchased or otherwise procured from someone or some company that has compiled email addresses of opt-in members of the population of interest

39
Q

a sample size decision is usually a compromise between what is theoretically perfect and what is ________

A

practically feasible

40
Q

Many practitioners have a large sample bias, which is…..

A

a false belief that sample size determines a sample’s representativeness

41
Q

Is sampling method related to representativeness?

A

Yes, using a poor or sloppy method to collect data causes error and is only corrected by using a better method.

42
Q

Only a _______ sample is truly representative of a population

A

probability sample

43
Q

Sample size does help determine the

A

accuracy of findings

44
Q

Define: sample accuracy

A

refers to how close a random sample’s statistic is to the true population’s value it represents

45
Q

Define: nonsampling error

A

pertains to all sources of error other than sample selection method and sample size

46
Q

Define: sampling error

A

involves sample selection and sample size

47
Q

How many responses do you want for every item on a survey?

A

5 minimum

48
Q

More sophisticated approaches take into account ________ which help you interpret results

A

confidence intervals

49
Q

There is only one method of determining sample size that allows the researcher to predetermine the accuracy of the sample results….

A

confidence interval method of determining sample size

50
Q

When thinking sample size, what three things should you balance?

A

level of confidence, variability, and amount of acceptable sample error

51
Q

define: variability

A

refers to how similar or dissimilar responses are to a given question

52
Q

The more important the decision, the ____ the sample error

A

smaller

53
Q

The more important the decision, the more likely the manager will want ______ confidence

A

more

Marketing Research (4 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2025 Bold Learning Solutions. Terms and Conditions