Question 1

In what type of sampling does every element have a known chance of being selected for study?

Accepted Answer

Probability sampling ensures that every element in the population has an equal chance of being selected and studied, making it the most accurate representation of the population.

Question 2

When researchers divide the population of interest in a study into groups and then arbitrarily choose participants from each group,they are using

Accepted Answer

The answer of When researchers divide the population of interest...

Question 3

Maggie is currently working on the three-year strategic plan for a professional hockey team.She needs data to help make decisions about a new pricing strategy,but she needs the data from a wide geographic area.She would like to have the best response but also has a limited budget for the project.Under these circumstances,Maggie should use

Accepted Answer

The answer of Maggie is currently working on the three-year...

Question 4

What is the primary factor contributing to the increasing difficulty associated with gathering primary data through surveys?

Accepted Answer

With the rise of telemarketers and robocalls, more and more people are skeptical of providing personal information to strangers or even participating in surveys, making it difficult for companies to obtain primary data through surveys.

Question 5

When marketing researchers consider sampling techniques,they are preparing to collect ____ data.

Accepted Answer

Sampling techniques are specifically used to collect primary data, which is original data collected firsthand by the researcher. Options A-D refer to sources of secondary data, which are already collected and published by sources outside the researcher's direct control.

Question 6

In which of the following sampling designs do all members of a population have an equal chance of being selected?

Accepted Answer

In a random sampling design, all members of a population have an equal chance of being selected, making it the most unbiased sampling method. Stratified sampling assigns members of a population to different strata, while nonprobability sampling and quota sampling do not ensure equal chances of selection. Judgment sampling relies on the researcher's judgment, leading to potential biases.

Question 7

In ____ sampling,there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

Accepted Answer

Nonprobability sampling does not involve random selection and therefore there is no way to calculate the likelihood of a specific element being chosen. This type of sampling is often used when it is difficult or impossible to obtain a complete list of the population being studied. Instead, the researcher relies on their own judgment or convenience to select certain individuals or groups for the study. Examples of nonprobability sampling methods include convenience sampling, purposive sampling, and snowball sampling.

Question 8

Quota sampling is most commonly used in

Accepted Answer

The answer of Quota sampling is most commonly used in
...

Question 9

Peter,the director of marketing at Holcomb,Inc. ,calls in Andrea,the firm's marketing research director.Peter wants a study done to assess the company's image relative to a new competitor,Levitt Labs.He has a flexible time schedule,has very little money to devote to the research,and feels that a relatively low response rate will not be a major problem.Andrea will probably recommend using a ____ survey.

Accepted Answer

The answer of Peter,the director of marketing at Holcomb,Inc. ,calls...

Question 10

In which type of sampling design is the final choice of respondents left up to the interviewer?

Accepted Answer

In quota sampling, the interviewer is required to reach a certain quota of respondents in selected demographics based on predetermined proportions. The choice of specific respondents within those quotas is left up to the interviewer.

Question 11

Which of the following is the least flexible survey method?

Accepted Answer

Mail surveys are the least flexible because they can only be administered through the mail and do not allow for the interviewer to clarify or probe for more information.

Question 12

If Weight Watchers is interested in collecting information about Americans' perceptions of dieting programs,and the company believes that significant regional differences may exist,the best type of sampling would be

Accepted Answer

Stratified sampling involves dividing the population into subgroups based on some characteristic (in this case, region) and then randomly selecting participants from each subgroup. This ensures that the sample is representative of the entire population and minimizes the chance of bias. Therefore, stratified sampling would be the best choice for collecting information about Americans' perceptions of dieting programs with regional differences.

Question 13

Baskin Robbins is conducting research on possible new ice cream flavors and products.It is selecting at random 100 males and 100 females in order to collect data.This is an example of ____ sampling.

Accepted Answer

The answer of Baskin Robbins is conducting research on possible...

Question 14

Assume that Verizon Wireless is interested in studying the pricing expectations of its customers.If the study calls for selecting at random 100 people from each of three age groupings,____ sampling is being used.

Accepted Answer

Stratified sampling is being used because the population is divided into three distinct age groups and a random sample is being taken from each group. This allows for a more representative sample to be obtained from each age group.

Question 15

The two basic types of sampling that marketing researchers use are

Accepted Answer

Probability and nonprobability are the two basic types of sampling that marketing researchers use. Probability sampling is based on random selection where every member of the population has an equal chance of being selected. Nonprobability sampling is not based on random selection and the members of the population do not have an equal chance of being selected. Nonprobability sampling is commonly used in situations where probability sampling is not feasible or is too costly.

Question 16

Which sampling design gives every member of the population an equal chance of appearing in the sample?

Accepted Answer

Random sampling gives every member of the population an equal chance of appearing in the sample. The other options do not guarantee an equal chance for every member of the population to be included in the sample.

Question 17

Subway wants to collect data about employee satisfaction within its organization.It decides to survey a sample of 500 employees by having a computer program automatically pick which employees will be in the sample.If it uses the payroll database as the list of names to chose from,which type of sampling method is Subway using?

Accepted Answer

Random sampling is a probability sampling method where each individual in the population has an equal chance of being selected. By using a computer program to randomly select employees from the payroll database, Subway is using random sampling to collect data about employee satisfaction. This method helps ensure that the sample is representative of the larger population and reduces the potential for bias in the selection process.

Question 18

The objective of sampling in marketing research is to

Accepted Answer

The objective of sampling in marketing research is to select representative units from a total population. This allows for accurate data analysis and generalization of results to the overall population. Sampling helps to minimize costs and effort by taking a smaller subset of the population to gather information from that can be used to draw conclusions about the larger population.

Question 19

Nelson Marketing Research is concerned about using surveys to conduct a marketing research project because

Accepted Answer

The declining response rates of surveys is a concern for Nelson Marketing Research. This may lead to the data collected not being representative of the target population and affecting the accuracy of the research findings.

Question 20

Which of the following is a probability sampling technique used to reduce errors within random sampling?

Accepted Answer

Stratified sampling is a technique used to divide the population into subgroups or strata based on certain characteristics, and then randomly select samples from each stratum. This ensures that each stratum is represented in the sample and reduces errors that may arise from random sampling. The other choices do not necessarily reduce errors within random sampling, but rather may be used for other sampling purposes.

Quiz 5: Marketing Research and Information Systems