Question 1

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 the division of the population into distinct regions or strata, and then a random sample could be drawn from each region. This would ensure that each region is represented proportionally in the sample, which would provide Weight Watchers with an accurate representation of regional differences in perceptions of dieting programs.

Question 2

All the elements, individuals, or units of interest to researchers for a specific study are called the

Accepted Answer

The population refers to the entire group of individuals, elements, or units that share some common characteristic and are of interest to the researcher. The sample, on the other hand, is a smaller subset of the population that is selected for the purposes of the study. Therefore, the population is the best choice for the given question.

Question 3

The two basic types of sampling that marketing researchers use are

Accepted Answer

Probability sampling involves selecting a sample based on a random process, such as a random number generator, and ensures that each member of the population has an equal chance of being selected. Nonprobability sampling involves selecting a sample based on non-random factors, such as convenience or judgment, and may result in a biased sample. Thus, probability sampling is generally considered to be more reliable and accurate, and is the preferred method for most marketing research studies.

Question 4

Malory is the new marketing manager for the footwear division of her company and is currently planning next season's product lines. She needs to gain access to data about recent purchasing patterns in the industry but has a limited budget and time. Which type of data would be the best choice for Malory to use in this situation?

Accepted Answer

The answer of Malory is the new marketing manager for...

Question 5

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 reduce errors within random sampling. This method involves dividing the population into strata or subgroups based on a particular characteristic, such as age or income level, and then randomly selecting participants from each stratum. This helps to ensure that the sample is representative of the population and can reduce errors caused by differences in characteristics between different segments of the population.

Question 6

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

Accepted Answer

Nielsen Marketing Research is likely concerned about a reduced response rate from potential survey participants. This can make it more difficult to gather representative data and can increase costs if additional incentives or follow-up efforts are needed to boost participation.

Question 7

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. This is because the selection is done at random without any bias or preconceived notions. In the other designs listed, such as stratified and quota, the chances of selection may not be equal for all population members. Nonprobability and judgment sampling designs do not involve random selection at all.

Question 8

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

Accepted Answer

With an increase in the number of surveys, people have become more unwilling to participate in them, leading to a decrease in response rates and increasing difficulty associated with gathering primary data through surveys.

Question 9

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, in order to make assumptions about the total population. This allows for more efficient research, as it is not feasible or practical to obtain responses from every single member of a population. Sampling can also provide data that can be used to test hypotheses being investigated. Options A, B, and D are not necessarily objectives of sampling in marketing research, although they may be important considerations in the research design.

Question 10

Panera 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 choose from, which type of sampling method is Panera using?

Accepted Answer

Panera is using random sampling as the computer program is picking employees from the payroll database without any bias or predetermined selection criteria. This method ensures that every employee in the population has an equal chance of being selected for the survey, making the sample more representative of the population.

Question 11

If the Campus Bookstore wanted to understand the textbook and school supplies needs on the campus of the Ohio State University, the population of study would be

Accepted Answer

The population of study should include all individuals who might need textbooks and school supplies, which includes students, faculty, supporters, and staff at the university.

Question 12

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

Accepted Answer

Sampling techniques are used in primary data collection, which is data collected specifically for the research purpose at hand. The other answer choices refer to different types of data (census refers to collecting data from every member of a population, statistical refers to analyzing numerical data, and internal/external secondary refer to using data that has already been collected by others).

Question 13

Assume that T-Mobile 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 involves dividing a population into subgroups (in this case, age groupings) and then selecting a random sample from each subgroup. This method ensures that each subgroup is represented proportionally in the sample, which can provide more accurate information about the population as a whole.

Question 14

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

Accepted Answer

In quota sampling, the researcher specifies quotas (such as age, gender, or occupation) and the interviewer selects the respondents that fit those quotas. The final choice of respondents is left up to the interviewer, making it different from other sampling designs where the respondents are selected randomly or based on some pre-determined criteria.

Question 15

Mina Patel is running for Congress from the Fifth District in her state. She is interested in knowing the intended choices of the voters. All the registered voters in her district would constitute the study's

Accepted Answer

The population being referred to is the entire group of registered voters in Mina Patel's district. They are the ones being studied and analyzed for their intended choices in the election, making them the population.

Question 16

Quota sampling is most commonly used in

Accepted Answer

The answer of Quota sampling is most commonly used in
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Question 17

In marketing research, a sample is best described as

Accepted Answer

A sample is a limited number of units chosen to represent the characteristics of a total population. This is done in order to generalize the findings from the sample to the larger population it represents. Option A is a subset of a larger group, but it may not necessarily be representative. Option B is the entire population of interest, which makes it impossible to study each element in detail. Option D is a subgroup with a common attribute but may not be representative of the population. Option E refers to a product trial strategy.

Question 18

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 is a type of sampling where elements of the population do not have an equal chance of being selected. Therefore, there is no way to calculate the likelihood that a specific element will be chosen.

Question 19

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 20

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. This ensures that the sample is representative of the population and reduces sampling bias.

Quiz 4: Marketing Research and Information Systems