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Tb11 - quiz

Business Management (Marmara Üniversitesi)

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McDaniel, Gates, Sivaramakrishnan, Main: Marketing Research Essentials 2nd Canadian Edition Test Bank

Test Bank:
Chapter 11: Basic Sampling Issues

Multiple Choice

Concept of Sampling

1. Of the following, what is the most important consideration when choosing a sample?
A. size of the sample
B. size of the population
C. how well the sample represents the population
D. how well the population represents the sample
E. survey objectives

Ans: C
Section: Concept of Sampling
Difficulty: Difficult

2. The group from which information is required in order to address specific research objectives is
known as:
A. survey participants
B. population of interest
C. sample frame
D. census
E. none of the above

Ans: B
Section: Population
Difficulty: Difficult

3. _____________ is the total group of people from whom information is obtained.

A. Sample of interest
B. Census of interest
C. Population of interest
D. Subset of interest
E. The entire universe

Ans: C
Section: Population
Difficulty: Easy

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4. When a researcher attempts to collect data from all individuals in a population, this is referred to
as taking a:
A. census
B. stratified random sample
C. quota sample
D. simple random sample
E. systematic quota sample

Ans: A
Section: Sample versus Census
Difficulty: Easy

Developing a Sampling Plan

5. The first step in the development of a sampling plan is:

A. determine sample size
B. select a sampling method
C. choose a data collection method
D. define the population of interest
E. deciding which statistical techniques are appropriate

Ans: D
Section: Step One: Define the Population of Interest
Difficulty: Easy

6. Which of the following is NOT an example of a possible sampling frame?

A. Telephone book
B. Intercept of customers at a mall
C. Database of previous customers
D. Database of non-customers
E. The Yellow Pages

Ans: B
Section: Step Three: Identify a Sampling Frame
Difficulty: Difficult

7. The _____________ is a list of the members or elements from which units to be sampled are
selected.
A. population
B. sampling frame
C. sample source
D. universe
E. none of the above

Ans: B
Section: Step Three: Identify a Sampling Frame
Difficulty: Easy

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8. Under what kind of sampling procedure must the researcher adhere closely to precise selection
procedures to ensure that the results are projectable to the population under study?
A. Non-probability
B. non-random
C. probability
D. quota
E. none of the above

Ans: C
Section: Step Four: Select a Sampling Method
Difficulty: Easy

9. Acceptable error and level of confidence are important when determining:

A. non-response bias
B. definition of population
C. operational procedures for sampling
D. sample size
E. response bias

Ans: D
Section: Step Five: Determine a Sample Size
Difficulty: Medium

Sampling and Non-Sampling Errors

10. The type of error which results from the fact that samples are not perfectly representative of the
populations from which they are drawn is known as:
A. measurement error
B. systematic error
C. sampling error
D. non-sampling error
E. selection error

Ans: C
Section: Sampling and Non-Sampling Errors
Difficulty: Easy

11. All other things equal, larger samples will have less ___________ than smaller samples.
A. measurement error
B. sampling error
C. time and cost
D. non-sampling error
E. interviewer error

Ans: B
Section: Sampling and Non-Sampling Errors

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Difficulty: Easy
Probability Sampling Methods

12. _______________ samples must be selected in such a way that every element of the population
has a known and equal chance of being selected.
A. Cluster
B. Simple random
C. Convenience
D. Systematic random
E. Stratified random

Ans: B
Section: Simple Random Sampling
Difficulty: Medium

13. Which of the following sampling techniques would give the researcher the most confidence in
projecting the findings to the overall population?
A. quota
B. systematic
C. simple random
D. snowball
E. stratified snowball

Ans: C
Section: Simple Random Sampling
Difficulty: Easy

14. If the best sample frame available was a new telephone book and projectable results were needed,
which of the following sampling techniques would be most appropriate?
A. judgement
B. snowball
C. stratified random
D. systematic sampling
E. none of the above

Ans: D
Section: Systematic Sampling
Difficulty: Difficult

15. Issues such as acceptable error, levels of confidence, and statistical inferences about a population
would be associated with which of the following?
A. probability sample
B. snowball sample
C. quota sample
D. all of the above
E. none of the above

Ans: A
Section: Probability Sampling Methods

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Difficulty: Difficult

16. Which of the following sampling methods, if properly invoked, will produce projectable results?
A. quota
B. convenience
C. systematic
D. snowball
E. stratified quota

Ans: C
Section: Systematic Sampling
Difficulty: Easy

17. Which of the following sample types would enable the researcher to estimate sampling error?
A. snowball
B. judgement
C. quota
D. systematic
E. none of the above

Ans: D
Section: Systematic Sampling
Difficulty: Difficult

18. Which of the following sampling techniques involves the calculation of a “skip” interval in the
selection of sampling units?
A. simple random
B. snowball
C. systematic
D. cluster
E. stratified quota

Ans: C
Section: Systematic Sampling
Difficulty: Easy

19. Which of the following sampling methods is the most statistically efficient?
A. simple random
B. systematic
C. stratified
D. cluster
E. all are equally statistically efficient

Ans: C
Section: Stratified Sampling
Difficulty: Difficult

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20. Suppose males and females differed markedly regarding the key questions in a given survey.
Further, the population is 35% male and 65% female. The probability sampling technique, which
would secure the gender proportions mentioned above would be:
A. proportional allocation
B. systematic
C. disproportional allocation
D. area cluster
E. area quota

Ans: A
Section: Stratified Sampling
Difficulty: Easy

21. Proportional allocation is sometimes used in:

A. snowball sampling
B. judgement sampling
C. stratified sampling
D. convenience sampling
E. simple random sampling

Ans: C
Section: Stratified Sampling
Difficulty: Medium

22. Which of the following could serve as the basis for forming a stratum?
A. usage rate
B. gender
C. income level
D. all of the above
E. none of the above

Ans: D
Section: Stratified Sampling
Difficulty: Difficult

23. A researcher randomly selected 10 census tracts from a metropolitan area. Within each census
tract, 30 households were randomly selected. The sampling technique just described would be a
A. quota sample
B. area cluster
C. stratified random
D. systematic random
E. systematic quota

Ans: B
Section: Cluster Sampling
Difficulty: Difficult

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Non-Probability Sampling Methods

24. What do convenience, judgement, quota, and snowball samples have in common?
A. They can all be classified as non-probability samples.
B. They can all be classified as probability samples.
C. They all use random number tables to generate samples.
D. If properly invoked, they all provide projectable results.
E. They utilize every nth element in the sample frame

Ans: A
Section: Non-Probability Sampling Methods
Difficulty: Easy

25. Which of the following is a correct statement regarding non-probability samples?

A. they are often used in exploratory research
B. they are appealing when the results do not have to be projectable to the population under
study
C. they are often used when the research objective is to gain insights into a possible
marketing problem
D. all of the above statements are correct
E. none of the above are correct

Ans: D
Section: Non-Probability Sampling Methods
Difficulty: Medium

26. What is the main reason for the growing popularity of non-probability samples?
A. sampling error can be computed
B. representative of population
C. lower cost than probability samples
D. less non-response bias than other types of sampling
E. they are more accurate than probability samples

Ans: C
Section: Non-Probability Sampling Methods
Difficulty: Difficult

27. Which of the following are possible problems associated with non-probability samples?
A. researcher doesn’t know how representative the results are
B. results cannot be projected to the population under study
C. sampling error cannot be computed
D. all of the above
E. none of the above

Ans: D
Section: Non-Probability Sampling Methods
Difficulty: Easy

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28. In test-marketing, companies typically use cities that have been carefully chosen because of their
demographic makeup. This is an example of ___________sampling.
A. judgement
B. snowball
C. quota
D. systematic
E. none of the above

Ans: A
Section: Judgement Samples
Difficulty: Easy

29. Stratified random samples are often confused with which of the following non-probability
sampling techniques?
A. quota
B. convenience
C. judgement
D. snowball
E. none of the above

Ans: A
Section: Quota Samples
Difficulty: Medium

30. If a researcher offers beer drinkers an extra incentive to recruit their friends who also drink beer
to participate in the study, s/he is using a (n) ________sample.
A. cluster
B. systematic
C. stratified
D. snowball
E. none of the above

Ans: D
Section: Snowball Samples
Difficulty: Easy

Internet Sampling

31. How is the Internet population different from the general population?
A. richer
B. more likely to be white
C. more likely to be male
D. more tech-savvy
E. all of the above

Ans: E
Section: Internet Sampling

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Difficulty: Easy

True/False

Concept of Sampling

32. In marketing research, it is always preferable to take a census rather than a sample of the
population under study.

Ans: False
Section: Sample versus Census
Difficulty: Easy

33. A census is often used in marketing research.

Ans: False
Section: Sample versus Census
Difficulty: Medium

34. A census may be feasible when the population consists of a small number of potential
respondents.

Ans: True
Section: Sample versus Census
Difficulty: Easy

Developing a Sampling Plan

35. Only rarely will the sampling frame correspond near-perfectly with the population under study.

Ans: True
Section: Step Three: Identify a Sampling Frame
Difficulty: Medium

36. A telephone book is often a very accurate sampling frame for marketing researchers.

Ans: False
Section: Step Three: Identify a Sampling Frame

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Difficulty: Difficult

37. Marketing research is treated the same as telemarketing on the Do-Not-Call List (DNCL) list.

Ans: False
Section: Step Three: Identify a Sampling Frame
Difficulty: Easy

38. Non-probability samples cost less than probability samples.

Ans: True
Section: Step Four: Select a Sampling Method
Difficulty: Difficult

39. When projectable results are needed, the market researcher will invoke a non-probability sample.

Ans: False
Section: Step Four: Select a Sampling Method
Difficulty: Medium

40. Probability samples are more popular in marketing research than non-probability samples.

Ans: False
Section: Step Four: Select a Sampling Method
Difficulty: Medium

Sampling and Non-Sampling Errors

41. The smaller sampling error achieved by a census versus a probability sample, might be more than
offset by non-sampling error.

Ans: True
Section: Sampling and Non-Sampling Errors
Difficulty: Difficult

Probability Sampling Methods

42. Stratified samples do not have as much statistical efficiency as simple random samples.

Ans: False
Sections: Simple Random Sampling; Stratified Sampling
Difficulty: Medium

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43. Simple random sampling is often used as a substitute for systematic sampling.

Ans: False
Sections: Simple Random Sampling; Systematic Sampling
Difficulty: Medium

44. Proportional stratified random sampling is statistically more efficient than disproportional
stratified random sampling.

Ans: False
Sections: Simple Random Sampling; Stratified Sampling
Difficulty: Difficult

45. Stratified sampling is a type of probability sampling.

Ans: True
Section: Stratified Sampling
Difficulty: Easy

46. The area cluster sample is invoked for door-to-door surveys, when projectable results are needed.

Ans: True
Section: Cluster Sampling
Difficulty: Medium

Non-Probability Sampling Methods

47. If a researcher were attempting to select persons for a focus group that owned at least one SUV
the preferred mode of sampling would be a convenience sample.

Ans: False
Section: Convenience Samples
Difficulty: Medium

48. A judgement sample enables the researcher to make statistical inferences about population values.

Ans: False
Section: Judgement Samples
Difficulty: Easy

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49. Quota samples are identical to stratified samples.

Ans: False
Section: Quota Samples
Difficulty: Easy

50. If the purchase behaviour in question was low-incidence behaviour, to secure insights about the
behaviour the researcher would likely invoke a snowball sample.

Ans: True
Section: Snowball Samples
Difficulty: Difficult

51. Snowball sampling results in a reduction of the cost of searching for qualified respondents.

Ans: True
Section: Snowball Samples
Difficulty: Medium

Internet Sampling

52. One of the advantages of Internet surveys is that target respondents can complete the survey at
their convenience.

Ans: True
Section: Internet Sampling
Difficulty: Easy

53. A shortcoming of Internet surveys relative to other modes of data collection is the need to input
the data into a database after it has been collected.

Ans: False
Section: Internet Sampling
Difficulty: Easy

54. Users of the Internet in the United States have higher incomes than non-users.

Ans: True
Section: Internet Sampling
Difficulty: Easy

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Essay

Developing a Sampling Plan

55. A researcher invokes a pilot sample and finds that respondents from households with less than
$50,000 annual income respond very differently than respondents from households with greater
than $50,000 annual income, with regard to the key survey questions. In addition, the researcher’s
preliminary results show greater variance among respondents in the over $50,000 households.
Given the preceding, which probability sampling method should the researcher invoke and why?

Ans: When a key demographic factor is related directly to the key survey questions and objectives, and
there is great variance among respondents across the demographic factors, a stratified random sample
should be used. This is because stratified random samples are more statistically efficient than other types
of probability sampling techniques; hence, sampling costs, which are usually linear, can be reduced.
Section: Step Four: Select a Sampling Method
Difficulty: Medium

56. The Honours College at a University has contracted with you to study what type of extra-
curricular activities that are of most interest to its students. All Honours College students take a
common course each semester. Outline a strategy for collecting data for the Honours College that
would produce representative results.

Ans: Since all of the Honours College students take a common class, the researchers would have a
possible captive audience. With a captive audience, it is possible to accomplish a census of the population
of interest.
Section: Developing a Sample Plan
Difficulty: Difficult

Non-Probability Sampling Methods

57. A researcher is developing a body of knowledge for the development of a formal questionnaire.
Part of the process involves conducting four focus groups. Outline an appropriate sampling
strategy for generating the focus-group respondents.

Ans: The appropriate sampling procedure for generating focus group respondents would be a convenience
sample, if the information needed was widely held across the population of interest. If the information
needed is possessed only by some potential respondents, then a screened sampling procedure, known as a
judgement sample would be used. If the behaviour of interest is low incidence, then a snowball sample
would be appropriate.
Section: Non-Probability Sampling Methods
Difficulty: Medium

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