Deck 10: Determining the Size of a Sample

Question 1

The axiom regarding sample size and accuracy DOES NOT include which of the following?

A)A census is the only perfectly accurate sample.
B)A probability sample will always have some inaccuracy(sample error).
C)A probability sample size can be a very tiny percentage of the population size and still be very accurate.
D)Increasing sample size increases the sample's representativeness.

Answer 1

D

Question 2

The most correct method of determining a sample size is:

A)Percentage of population.
B)All that can be afforded.
C)All that time will permit.
D)The confidence interval approach.

Answer 2

D

Question 3

With regard to variability,which of the following is true?

A)p is always less than q
B)q is always less than p
C)p+q=1.96
D)q=100%-p

Answer 3

D

Question 4

There are two good reasons a marketing researcher should have a basic understanding of sample size determination.One of those reasons is:

A)Bias toward sample sources.
B)Sample size bias.
C)Bias toward the use of offshore research resource.
D)Bias regarding the use of panel companies.

Question 5

The amount of dissimilarity in respondents' answers to a particular question is:

A)Variability.
B)Sampling error.
C)Invariability factor.
D)Dissimilarity gap.

Question 6

When estimating a standard deviation,researchers may rely on prior knowledge of the population(previous study),a pilot study,or:

A)Divide the range by 1,000.
B)Divide the range by a random number.
C)Divide the range by 8.
D)Divide the range by 6.

Question 7

Consider that we have nominal data(responses are categorical)and the responses are"Yes"or"No"to the question: "The next time you order pizza,will you use Domino's?"Which of the following sets of responses shows the MOST variability?

A)55 percent say"Yes"and 45 percent say"No"
B)90 percent say"Yes"and 10 percent say"No"
C)70 percent say"Yes"and 30 percent say"No"
D)60 percent say"Yes"and 40 percent say"No"

Question 8

In almost all cases,the margin of sample error of a random sample is ________ the size of the population.

A)independent of
B)directly proportional to
C)related to
D)indirectly related to

Question 9

The ________ demonstrates how you can take any finding in the survey,replicate the survey with a random sample of the same size,and be"very likely"to find the same finding within the ±% range of the original sample's finding.

A)foundational theorem of statistics
B)fundamental theorem of arithmetic
C)law of large numbers
D)central limit theorem

Question 10

The standard sample size formula is applicable if you are concerned with the ________ in the survey,such as yes or no questions.

A)ordinally scaled questions
B)nominally scaled questions
C)random questions
D)specific sample size questions

Question 11

The most correct method of determining sample size is the confidence interval approach,which applies the concepts of all of the following EXCEPT:

A)Accuracy(margin of sample error).
B)Variability.
C)Confidence interval to create a"correct"sample size.
D)Validity and value.

Question 12

Researchers can estimate variability in three ways.Which of the following is NOT one of the three ways a researcher may estimate variability?

A)By examining research objectives against costs
B)By assuming maximum variability(p = 50%,q = 50%)
C)By seeking previous studies on the population
D)By conducting a small pilot study

Question 13

To compute sample size,only three items are required.Of the following,which is NOT one of the items used to compute a sample size:

A)Sample subjects.
B)Variability.
C)Acceptable sample error.
D)Confidence level.

Question 14

________ pertains to all sources of error other than the sample selection method and sample size,including problem specification mistakes,question bias,data recording errors,or incorrect analysis.

A)Nonsampling error
B)Sample bias
C)Survey bias
D)Sampling error

Question 15

A ________ is a range whose endpoints define a certain percentage of the responses to a question.

A)sample size
B)sample range
C)confidence interval
D)confidence endpoint

Question 16

The ________ is reflected in the spread of the distribution.

A)amount of the sample size
B)amount of variability
C)amount of the sample
D)amount of similarity

Question 17

Acceptable margin of sample error is the term e,which refers to:

A)the amount of survey error the researcher will permit to be associated with the sample.
B)the amount of research error the researcher will permit to be associated with the survey.
C)the amount of sample error the researcher will permit to be associated with the survey.
D)the amount of sample error the researcher will permit to be associated with the respondents.

Question 18

By estimating p to be other than 50%,the researcher can:

A)Reduce the sample size and save money.
B)Reduce the sample size and time to completion.
C)Increase efficiencies and lower costs.
D)Increase accuracy and time to completion.

Question 19

Determining the number of respondents in a particular sample is:

A)One of the simplest decisions in the marketing research process.
B)One of the most complex decisions in the marketing research process.
C)One of the least expensive decisions in the marketing research process.
D)One of the most time-consuming and complex decisions in the marketing research process.

Question 20

A marketing researcher should have a basic understanding of sample size determination because:

A)Sample size determines the research outcome.
B)Sample size affects research efficiencies.
C)Sample size is often a major cost factor.
D)Sample size determines the provider of the sample.

Question 21

Arbitrary sample sizes are simple and easy to apply,but:

A)They tend to need a professional researcher to implement.
B)They add more time for survey completion.
C)They are neither efficient nor economical.
D)Generally cannot be understood by marketing managers.

Question 22

The ________ follows some customary way or number believed somehow to be the right sample size.

A)arbitrary approach
B)customary approach
C)statistical approach
D)conventional approach

Question 23

What method of determining sample size may take on the guise of a"percent rule of thumb"statement regarding sample size?

A)The statistical approach
B)The arbitrary approach
C)The scientific approach
D)The non-arbitrary approach

Question 24

The ________ ignores the circumstances surrounding the study at hand and may well prove to be much more costly than would be the case if the sample size were determined correctly.

A)arbitrary approach
B)statistical analysis approach
C)variability approach
D)conventional approach

Question 25

The size of a random sample depends on the client's desired accuracy(acceptable margin of sample error)balanced against:

A)The ability of the research firm to collect the data.
B)The time required to collect the proper data.
C)The research objectives.
D)The cost of data collection for that sample size.

Question 26

Marketing researchers often must help decision makers ________ of their requests for high precision,expressed as acceptable sample error.

A)understand the economic and cost implications
B)understand the sample size implications
C)understand the respondent implications
D)understand the time constraint implications

Question 27

Under normal circumstances,as the level of accuracy is increased,the sample size and the cost of a marketing research survey will be affected in what way?

A)Sample size will increase but the cost will decrease.
B)Sample size and the cost of the survey will increase.
C)Sample size will decrease but the cost will increase.
D)Sample size will remain the same but the cost will increase.

Question 28

Sometimes a research objective is to perform subgroup analysis,which has direct implications:

A)On statistical analysis techniques.
B)For sample size.
C)For survey cost.
D)For survey completion time.

Question 29

When a researcher wishes to perform a particular type of data analysis that has sample size requirements,he or she may use what type of approach?

A)A statistical analysis approach
B)An arbitrary approach
C)A variability approach
D)A conventional approach

Question 30

When determining sample size,the conventional approach would NOT be:

A)Five percent of the entire population.
B)The average of the sample sizes of similar studies.
C)The sample size of previous surveys.
D)The sample sizes normally reported in published reports.

Question 31

The arbitrary and conventional sample size determination methods have a basic difference.Of the following,which item best describes that basic difference?

A)The conventional approach has no defensible logic;arbitrary approach appears to have faulty logic.
B)The arbitrary approach has no defensible logic;conventional approach appears logical but is faulty.
C)The conventional approach doesn't appear to be logical;arbitrary approach has defensible logic.
D)The arbitrary approach has no defensible logic;conventional approach is logical,but is faulty.

Question 32

Translated in terms of accuracy,________ the marketing decision maker desires the estimate to be,the larger must be the sample size.

A)the less accurate
B)the more accurate
C)the broader
D)the narrower

Question 33

The method that uses cost as an overriding basis for sample size is called:

A)The budget override approach.
B)The sample cost approach.
C)The"all you can afford"approach.
D)The minimum cost expenditure approach.

Question 34

If the level of confidence(1.96 for 95 percent)is known,variability estimates,and the size of a sample,there is a formula that allows us to determine:

A)Costs of the sample.
B)Size of the sample.
C)Representativeness of the sample.
D)Accuracy(sample error).

Question 35

A table that relates ________ is a useful tool when deciding on the survey sample size.

A)data collection cost and sample error
B)data collection and sample size
C)deadline to completion and sample size
D)research objectives to sample error

Question 36

As a general rule,a ________ situation is one in which the sample exceeds 5% of the total population size.

A)subgroup population
B)large population
C)small population
D)group population

Question 37

Adopting past sample sizes or taking those used by other companies may not take into consideration that:

A)The sample may be proprietary.
B)The research objectives are not the same.
C)The sample was flawed.
D)The research deadline was not the same.

Question 38

________ level of confidence is standard in sample size determination.

A)90% or 95%
B)99% or 100%
C)95% or 99%
D)90% or 100%

Question 39

Marketing researchers and their clients cannot decide on sample size without taking cost into consideration,however,the key is:

A)To remember when to consider cost.
B)To remember that budgets can be adjusted.
C)To understand the effect on research outcomes.
D)To understand sample sizes can be adjusted downward to accommodate cost.

Question 40

Focusing on budget factors especially in sample size specification:

A)Helps keep market research projects within budget.
B)Is an essential part of the marketing researcher manager's duties.
C)Helps control scope creep in marketing research budgets.
D)Ignores the value of the survey's results to management.

Question 41

Confidence interval approach applies the concepts of accuracy(margin of sample error),variability,and confidence interval to create a"correct"sample size.

Question 42

The larger a random sample,the more inaccurate,meaning the less margin of sample error.

Question 43

Thousands of consumers have joined online panels,which are mega-populations that represent consumer markets of many types.

Question 44

When using ________,sample size is unrelated to accuracy,so cost-benefit considerations must be used.

A)nonprobability sampling
B)probability sampling
C)cluster sampling
D)stratified sampling

Question 45

By applying the finite multiplier,it is possible to reduce the:

A)Population and achieve the same accuracy level.
B)Sample size or achieve the appropriate accuracy level.
C)Sample size and achieve the same accuracy level.
D)Accuracy level and maintain the same sample size.

Question 46

The size of a sample has everything to do with its representativeness.Sample size affects the sample accuracy.

Question 47

The selection method and the size of the sample determines a sample's representativeness.

Question 48

Sampling error pertains to all sources of error other than the sample selection method and sample size,including problem specification mistakes,question bias,data recording errors,or incorrect analysis.

Question 49

Researchers are concerned with sample size because a significant cost savings occurs when the correct sample size is calculated and used.

Question 50

With small populations,the ________ should be used to determine sample size.

A)finite multiplier
B)infinite multiplier
C)standard adjustment factor
D)standard correction factor

Question 51

The only perfectly accurate sample is a census.

Question 52

The confidence interval approach is not the correct method by which to determine sample size.

Question 53

A sample size decision is usually a compromise between what is theoretically perfect and what is practically feasible.

Question 54

A random sample will always have some inaccuracy,which is referred to as margin of sample error or simply sample error.

Question 55

________ is an adjustment factor that is approximately equal to the square root of that proportion of the population not included in the sample.

A)A standard adjustment factor
B)Standard error
C)An infinite multiplier
D)A finite multiplier

Question 56

Appropriate use of the finite multiplier formula will ________ when performing research on small populations.

A)increase the calculated sample size and save money
B)reduce the sample but increase the cost
C)reduce the overall cost of the research
D)reduce a calculated sample size and save money

Question 57

Only a non-probability sample,typically referred to as a random sample,is truly representative of the population and,second,the size of that random sample determines the sample's accuracy of findings.

Question 58

It is common practice for marketing researchers,particularly the do-it-yourselfers,to consider ________ to be a random sample.

A)a mall intercept sample
B)a panel sample
C)a telephone sample
D)a group sample

Question 59

The accuracy of a sample is a measure of how closely it reports the true values of the population it represents.

Question 60

Sample accuracy refers to how close a random sample's statistic is to the population's value it represents.

Question 61

A random sample size can be a very tiny percent of the population size and still have a small margin of sample error.

Question 62

The variability believed to be in the population,the acceptable margin of sample error,and the level of confidence required in your estimates of the population values describe the basic elements of the central limit theorem.

Question 63

Because the sampling process is imperfect,it is inappropriate to use an estimate of sampling error in the calculation of this range.

Question 64

When applying the standard sample size formula using percentages,there are two alternatives: (1)expect the worst case or(2)guesstimate the actual variability.

Question 65

Margin of sample error can be calculated with a simple formula and expressed as a ±% number.

Question 66

If respondents are evenly spread across the question's response options,there is much variability because respondents are quite dissimilar.

Question 67

With a sample size of 1,000 or more,there is a significant gain in accuracy especially when doubling or tripling the sample size.

Question 68

The marketing manager intuitively knows that small samples are less accurate,on average,than are large samples.But it is rare for a marketing manager to think in terms of sample error.

Question 69

A 90/10 split in response signifies maximum variability(dissimilarity)in the population,whereas a 50/50 split signifies little variability.

Question 70

A researcher can calculate sample size using either a percentage or a mean.

Question 71

The only time the population size is a consideration in sample size determination is in the case of a"small population,"

Question 72

Any p/q combination other than 50%/50% will result in a higher calculated sample size because p times q is in the numerator of the formula.

Question 73

When researchers find a wide dispersion of responses-that is,when they do not find one response option accounting for a large number of respondents relative to the other items-researchers say that the results have much variability.

Question 74

If the project director has conflicting information or is worried about the timeliness or some other aspect of the information about the population's variability,he or she may begin the full study early so he or she can estimate p more confidently.

Question 75

If most respondents indicate the same answer on the response scale,the distribution has much variability because respondents are highly similar.

Question 76

In almost all situations,the sample size and the size of the population are related to each other.

Question 77

A lower sample size means less effort,time,and cost,so there are good reasons for a researcher to try to estimate p rather than to take the worst case.

Question 78

The amount of sample error the researcher will permit to be associated with the survey is relational margin of sample error.

Question 79

A confidence interval is based on the normal,or bell-shaped,curve commonly found in statistics.

Question 80

You can take any finding in the survey,replicate the survey with a random sample of the same size,and be"very likely"to find the same finding within the ±% range of the original sample's finding.