Deck 13: Basic Sampling Issues

Question 1

Which of the following is the most popular type of cluster sample in marketing research?

A)Convenience sample
B)Simple random sample
C)Multi-stage area sample
D)Systematic sample
E)Area sample

Answer 1

E

Question 2

In Internet sampling,the interviewing of respondents is essentially volume-insensitive.

Answer 2

True

Question 3

In a political science study,t he list of registered voters in Webster Groves,Missouri,is
Called the:

A)convenience sample.
B)sample.
C)multi-stage sample.
D)area sample.
E)sampling frame.

Answer 3

E

Question 4

What type of sampling procedure is being used if all of the students in all of the sections
Of undergraduate marketing research at Webster University in St.Louis during fall semester are included in the sample of a research study?

A)Systematic sample
B)Convenience sample
C)Area sample
D)Snowball sample
E)Simple random sample

Question 5

It is not necessary to select a random starting point as the first step in selecting a
systematic sample.

Question 6

If the population has 3,000 people in it and the desired sample size if 600 people,the
Probability of a sample element being selected is about:

A)0.20.
B)0.30.
C)0.40.
D)0.50.
E)0.60.

Question 7

Suppose that you wanted to select a stratified random sample of graduate students by
Gender for an in-depth personal interview of 50 students about the curriculum for a Master's degree in Marketing.If the Marketing M.A.program had 200 students enrolled in it,and 60 percent were females and 40 percent were males,how many males would you select from the sampling frame?

A)30
B)120
C)15
D)20
E)80

Question 8

In simple random sampling,the probability of a sample element being selected for the
Sample equals the desired sample size ________ the population size.

A)plus
B)minus
C)divided by
D)squared,then added to
E)times

Question 9

The purpose of sampling is to use the results of the sample to estimate some
characteristic of the population from which the sample was drawn.

Question 10

Which of the following sampling methods is the best known and most widely used
Probability sampling method in marketing research?

A)Systematic sampling
B)Simple random sampling
C)Area sampling
D)Convenience sampling
E)Multi-stage area sampling

Question 11

The main advantage of snowball sampling is to reduce the search costs for selecting the
sample or potential respondents.

Question 12

The first step in developing a sampling plan is to:

A)identify a sampling frame.
B)determine the sample size.
C)define the population of interest.
D)choose a data-collection method.
E)decide on an operational procedure for selecting the sample.

Question 13

When a marketing researcher who is performing an exploratory research study has
Researchers ask people in a shopping mall which brand of television they own and why they purchased that brand,and asks the researchers to survey 10 shoppers who own the RCA brand,15 shoppers who own the Toshiba brand,and 12 shoppers who own the Panasonic brand,what type of sampling procedure is being used?

A)Simple random sample
B)Area sample
C)Systematic sample
D)Quota sample
E)Multi-stage area sample

Question 14

The difference between the sample value and the population value is called the:

A)true value.
B)random sampling error.
C)design error.
D)sampling error.
E)administrative error.

Question 15

The list of people from which the researcher plans to select a sample of potential
Respondents is called the:

A)sampling frame.
B)area sample.
C)convenience sample.
D)population.
E)sample.

Question 16

In systematic sampling,the skip interval equals the population size ________ the desired
Sample size.

A)squared,then subtracted from
B)divided by
C)times
D)plus
E)minus

Question 17

A sample includes every member of the population of interest to the researcher.

Question 18

When a marketing researcher at Procter & Gamble decides to perform a test market for a
New type of shampoo in St.Louis and Kansas City,what type of sampling procedure is being used?

A)Judgment sample
B)Systematic sample
C)Quota sample
D)Simple random sample
E)Convenience sample

Question 19

The entire group of people about whom the researcher wants to obtain information in a marketing research study is called the:

A)area sample.
B)population.
C)sampling frame.
D)convenience sample.
E)sample.

Question 20

When a marketing researcher wants to interview teenagers between the ages of 16 -19
About what types of music they prefer,and asks the researchers to go to a shopping mall and ask teenagers if they own at least 100 music CDs in order to select her interview sample,and then asks shoppers who qualify for this screening question to suggest the names of two of their male friends who own at least 100 music CDs to see if they want to participate in the study as well,what type of sampling procedure is being used?

A)Snowball sample
B)Multi-stage area sample
C)Area sample
D)Systematic sample
E)Judgment sample