Question 1

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 methods do not involve random selection and therefore there is no way to calculate the likelihood of a specific element being chosen.

Question 2

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

Accepted Answer

A quota sampling design involves the interviewer being responsible for choosing respondents that fit specific demographic criteria in order to meet a predetermined quota. Therefore, the final choice of respondents is left up to the interviewer in this type of sampling design.

Question 3

Peter Demos, director of marketing at Holcomb, Inc., calls in Andrea Carter, 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 Demos, director of marketing at Holcomb,...

Question 4

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

Accepted Answer

A random sampling design gives every member of the population an equal chance of appearing in the sample, making it the most unbiased sampling design.

Question 5

Quota sampling is most commonly used in

Accepted Answer

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

Question 6

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 7

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 researchers to generalize the findings to the entire population.

Question 8

Maggie has limited funds for collecting data about a new pricing strategy, but she needs data from a wide geographic area. Under these circumstances, Maggie should use

Accepted Answer

Mail surveys are the most cost-effective method for collecting data from a wide geographic area when funds are limited. They can reach a larger number of people in distant locations compared to other methods, such as shopping mall intercept interviews or in-home interviews. Telephone surveys are also an option, but they can be more expensive due to calling costs and may have lower response rates. Focus-group interviews are not recommended for wide geographic areas as they are usually conducted in a specific location with a small group of participants.

Question 9

Marriott wants to collect data about employee satisfaction within its organization. It decides to survey a sample of 50 employees by having a computer program automatically pick which employees will be in the sample. If every employee has an equal chance of being selected, Marriott is using

Accepted Answer

Random sampling involves every member of the population having an equal chance of being selected, which is the method Marriott is using. Sampling populations is not a valid option as it is not a recognized sampling method. Stratified sampling involves dividing the population into groups based on certain characteristics, which is not mentioned in this scenario. Nonprobability sampling and quota sampling do not involve every member of the population having an equal chance of being selected, which is the desired method in this case.

Question 10

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 being divided into three age groups and a random sample is being drawn from each age group. This ensures that the sample is representative of the entire population, rather than being biased towards one age group.

Question 11

The two basic types of sampling that marketing researchers use are

Accepted Answer

Probability sampling is a technique where every member of the population has an equal chance of being selected, while nonprobability sampling is a technique where members are chosen based on the researcher's judgment or convenience. These are the two basic types of sampling strategies used in marketing research.

Question 12

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

Accepted Answer

Stratified sampling is a type of probability sampling where the population is divided into homogeneous subgroups or strata based on certain characteristics. The sample is then randomly selected from each stratum in proportion to the stratum's size in the population. This technique helps reduce errors within random sampling because it ensures that each subgroup is represented in the sample, which can increase the accuracy of the results.

Question 13

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 would allow for Weight Watchers to divide the population into regions and then randomly sample from each region, ensuring that each region is represented proportionally in the sample. This would provide a more accurate representation of regional differences in perceptions of dieting programs.

Question 14

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

Accepted Answer

Sampling techniques are used to collect primary data, which is data that is collected for the first time and is specific to the research question being addressed. Census data refers to data collected on an entire population, while statistical data refers to data that has already been collected, internal secondary data comes from within the organization and external secondary data comes from outside sources, none of which relate directly to sampling techniques. Therefore, the best choice is E, primary data.

Question 15

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 16

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

Accepted Answer

One of the major challenges faced by companies while collecting primary data through surveys is the decreasing participation of individuals in surveys. With an increase in the number of surveys conducted, people have become more reluctant to participate, leading to a reduction in response rates. This, in turn, affects the accuracy and reliability of the data collected, making it difficult for researchers to draw meaningful conclusions from the results obtained.

Question 17

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 18

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

Accepted Answer

The declining response rates to surveys can affect the representativeness and accuracy of the data collected. This is a concern for Nelson Marketing Research as it may impact the reliability of their research results.

Question 19

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, every member of the population has an equal chance of being selected, making it the most unbiased sampling method.

Question 20

Which of the following is the least flexible survey method?

Accepted Answer

Mail surveys are the least flexible survey method as they do not allow for follow-up questions or clarification of responses. The respondent is left to interpret the questions on their own without the aid of an interviewer. All other options allow for more interaction and flexibility between the interviewer and respondent.

Quiz 4: Marketing Research and Information Systems