Question 1

What type of error arises if the sample drawn from a population differs from the target population?

Accepted Answer

If the sample drawn from a population differs from the target population, the error that arises is called frame error. This occurs when the sampling frame, which is the list or method used to identify the population members, does not accurately represent the entire population.

Question 2

Which of the following BEST describes nonprobability samples?

Accepted Answer

Nonprobability samples do not use random selection methods and therefore may not represent the population accurately. Instead, subjects may be selected based on convenience or availability, which may result in a biased sample.

Question 3

What type of error occurs when the selected sample is an imperfect representation of the overall population?

Accepted Answer

The answer of What type of error occurs when the...

Question 4

Marketing researchers will draw inferences or conclusions about larger target groups of consumers through studying what?

Accepted Answer

Marketing researchers use samples or subsets of the larger target consumer population to draw conclusions and make inferences about the population as a whole. By studying a representative sample, they can gain insights into the attitudes, behaviors, and preferences of the larger group. A small population, audience, or group would not be sufficient to draw conclusions about the target population as a whole.

Question 5

Will Otley is the buyer for a sports equipment store.He is interested in learning more about the needs of people who participate in individual sports such as weight lifting and aerobics.Otley has decided to survey the people at his gym for information.What type of sample is Otley gathering?

Accepted Answer

Otley is using a convenience sample because he is surveying people at his gym who are easily accessible to him. This may not be representative of the larger population of people who participate in weight lifting and aerobics, but it provides some information on the needs of his local customer base. A random or probability sample would be more likely to provide a representative sample of the larger population, but may be more difficult and time-consuming to gather.

Question 6

After Mystery on Demand bookstore received the results of a survey that measured readers' intentions to purchase a newly discovered Agatha Christie mystery as soon as it was released,the store owner worried that many readers might have overstated their intentions and would not actually buy.The owner was concerned about the potential for what kind of sampling error?

Accepted Answer

The potential sampling error in this scenario is a measurement error, as it is related to the accuracy of the survey responses and whether the intentions expressed by the respondents accurately reflect their actual behavior. The other types of sampling errors, such as nonresponse, frame, and random errors, may also occur in this context but are not specifically relevant to the concern expressed by the store owner.

Question 7

Five hundred women were surveyed about their thoughts on Martha Stewart.The majority admired her creativity but would not trust her as a friend.Because it used subscribers to her magazine as survey participants,the survey was what type of sample?

Accepted Answer

The sample is a convenience sample because it consists only of subscribers to Martha Stewart's magazine, who were likely already interested in her and her work. This sample may not be representative of the general population's views on Martha Stewart.

Question 8

In a study whose purpose is to determine the market for a vitamin that is to be chewed like bubble gum,what is the first question to be answered before a sampling plan is selected?

Accepted Answer

The first question to be answered before selecting a sampling plan is to determine the population or universe of interest, which is essential for defining the sampling frame and selecting an appropriate sampling method. Only after that, can considerations like representativeness, measurement costs, and redesign be addressed.

Question 9

What is one type of sampling error,which is created when the sample actually interviewed differs from the sample drawn?

Accepted Answer

The type of sampling error described in the question is sampling error, which occurs when the sample drawn is not representative of the population due to chance. This can happen if members of the population are not equally likely to be selected for the sample or if the sample size is too small.

Question 10

If the sampling error cannot be calculated because of the method used to collect the sample,the market researcher has used which of the following?

Accepted Answer

Nonprobability sampling is a method of selecting a sample where the probability of each member of the population being included in the sample is not known. Therefore, it is not possible to calculate the sampling error. Other sampling methods, such as probability sampling and random sampling, make it possible to calculate the sampling error. Statistical sampling is a general term that encompasses different types of sampling methods, including both probability and nonprobability sampling.

Question 11

A research manager decides to pick households for interviews by selecting street intersections at random,and then using a given route for the interviewers to follow-such as every fifth house on the right side of the road until the end of the street and then turn east and interview every fifth house on the left.What is this?

Accepted Answer

This is a probability sample because every household has a known and non-zero chance of being selected due to the systematic method of selection based on random starting points and a fixed interval for selection (every fifth house).

Question 12

Which of the following specialize in arranging interviews for data collection on a subcontract basis,and also conduct focus groups,mall intercepts,retail audits,and other data collection services?

Accepted Answer

Field service firms specialize in arranging interviews for data collection on a subcontract basis and also conduct various other data collection services like focus groups, mall intercepts, and retail audits. Single-source researchers perform research on a specific topic, marketing information organization companies provide market research and analysis, and decision support companies offer advice and tools for decision-making. They may not necessarily specialize in arranging interviews and conducting data collection services.

Question 13

C&S Manufacturing Company wants to add five square metres to its most popular rolls of wrapping paper and keep the individual price of each roll at $4.95.C&S Manufacturing wonders if the additional paper area would increase sales enough to offset the higher costs.What type of primary data research should the company use to answer this question?

Accepted Answer

Experimental research would allow C&S Manufacturing to test the impact of the larger size on sales by creating a controlled experiment with a test group and a control group. This would provide more accurate and reliable data compared to other methods such as surveys or interviews, as it would allow the company to directly measure the impact of the increased size on sales.

Question 14

What type of sample is characterized by every element in the population having a known nonzero probability of being selected?

Accepted Answer

A sample characterized by every element in the population having a known nonzero probability of being selected is a probability sample.

Question 15

In what type of sample is little or no attempt made to obtain a representative cross-section of the population?

Accepted Answer

Nonprobability sampling involves little or no attempt to obtain a representative cross-section of the population. This method does not involve random selection, and as a result, the sample may not accurately reflect the larger population.

Question 16

A marketing executive for a company that manufacturers mobile telephones wonders if a new line of phones in bright colours like tangerine and shocking pink will attract current nonusers of her products and cause them to become users.To research this problem,what should she do?

Accepted Answer

Conducting an experiment allows for a controlled comparison between the responses of nonusers exposed to the old product and those exposed to the new colors, providing more reliable data on whether the new colors attract nonusers.

Question 17

What occurs when a sample,in some ways,is not representative of the target population?

Accepted Answer

Sampling error occurs when a sample is not representative of the target population, leading to results that are not accurate or reliable. This can happen if the sample is too small or if certain groups within the population are underrepresented in the sample. It is important to minimize sampling error in order to draw valid conclusions from research findings.

Question 18

Larry has to interview 20 people who are not part of the college community for his marketing research class project and decides to use his relatives and their neighbours.What type of sample is this?

Accepted Answer

This is a convenience sample because Larry is selecting people who are easily accessible to him and not using any random or scientific method to select his sample. This may lead to bias in his results as his sample may not be representative of the wider population.

Question 19

A hospital is interested in getting a cross-section of patients' opinions on proposed changes that will make the hospital stay more like a motel stay in terms of amenities.The hospital used a random number table to select participants from the list of patients who are currently in the hospital.What type of sample is this?

Accepted Answer

The sample is a random sample because the hospital used a random number table to select participants.

Question 20

While discussing an upcoming marketing research study of how the home decorating industry is affected by the teenage consumer,you emphasize the necessity of having a sample that is representative of the population.What type of sample must be used?

Accepted Answer

A probability sample is the best choice because it ensures that each member of the population has an equal chance of being selected, which increases the representativeness of the sample. This is important for accurately measuring the impact of teenage consumers on the home decorating industry. A convenience sample (A) is made up of individuals who are easy to contact or reach, which may bias the results. A field service sample (C) is a type of probability sample, but it requires using a professional field service company to assist in the sampling process, which may increase the cost and time of the study. A nonprobability sample (D) does not involve random selection, and therefore cannot ensure representativeness.

Quiz 7: Decision Support Systems and Marketing Research