Question 1

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 2

Quota sampling is most commonly used in

Accepted Answer

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

Question 3

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. Therefore, option D is the correct answer. In stratified sampling, the population is divided into homogenous subgroups and a sample is selected from each stratum. Nonprobability sampling does not involve random selection and is based on the researcher's discretion. Quota sampling involves selecting a certain number of participants based on predetermined quotas for characteristics such as age, gender, or ethnicity. Judgment sampling involves selecting participants based on the researcher's judgement or expertise.

Question 4

Which of the following is the least flexible survey method?

Accepted Answer

Mail surveys have low response rates and do not allow for flexibility in clarifying questions or probing for additional information.

Question 5

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 a cost-effective way to gather data from a wide geographic area as they can be sent to a large number of people at relatively low cost. Although the response rates may be lower than other methods, the cost-benefit ratio makes mail surveys a good choice for limited funds. Telephone surveys may be too expensive, in-home interviews and shopping mall intercept interviews may not be feasible for a wide geographic area, and focus-group interviews tend to be more useful for qualitative data than quantitative data.

Question 6

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

Accepted Answer

Stratified sampling involves dividing the population into subgroups or strata based on specific characteristics and then randomly selecting samples from each subgroup. This helps to ensure representation from all subgroups and reduces sampling error within each subgroup.

Question 7

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

Accepted Answer

Sampling techniques are used to collect primary data, which is original data collected specifically for the research purpose. Census data is collected from every member of the population, which is not always feasible or necessary in marketing research. Statistical data refers to data that has already been collected and analyzed, either internally or externally. Therefore, the best choice is E – primary data.

Question 8

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 involves dividing the population into smaller subgroups called strata based on certain characteristics (in this case, age groupings) and then selecting a random sample from each stratum. This method ensures that each stratum is represented in the sample and can provide more accurate results compared to simple random sampling.

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 is a technique where every individual in the population has an equal chance of being selected for the sample. In this case, Marriott is using a computer program to randomly select 50 employees, which is an example of random sampling. This helps to ensure that the sample is representative of the larger population and reduces the chance of bias in the selection process.

Question 10

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.

Question 11

The two basic types of sampling that marketing researchers use are

Accepted Answer

Probability sampling involves randomly selecting participants from a list or population, while nonprobability sampling relies on non-random selection methods such as convenience sampling or snowball sampling. These are the two basic types of sampling used in marketing research.

Question 12

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

Accepted Answer

The decreasing willingness of people to participate in surveys is the primary factor contributing to the increasing difficulty associated with gathering primary data through surveys. This is due to factors such as survey fatigue, concerns over privacy and data security, and the ease of ignoring or avoiding surveys.

Question 13

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 14

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 be the best type of sampling in this case because it allows for the population to be divided into subgroups based on geographic region (i.e. Northeast, Midwest, South, West) and then a random sample can be taken from each subgroup to ensure representation of each region. This would allow for the analysis of any potential regional differences in perceptions of dieting programs.

Question 15

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

Accepted Answer

Response rates for surveys have been declining for years, which can lead to concerns about the representativeness and accuracy of the data. This is a common issue with using surveys for marketing research projects. The other options are not as significant of concerns or are not accurate statements.

Question 16

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

A mail survey is cost-effective, can be conducted with a flexible schedule, and typically has a lower response rate, which aligns with Peter's requirements.

Question 17

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

Accepted Answer

Quota sampling is a non-probability sampling method in which the final choice of respondents is left up to the interviewer. The interviewer is instructed to interview a specific number or quota of individuals from different categories or segments of the population based on certain attributes such as age, gender, income level, and education level. Quota sampling is commonly used in market research studies where a representative sample is needed quickly and efficiently, and may be more cost-effective than other probability sampling methods.

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 methods do not involve random selection and do not allow for the calculation of the likelihood of any particular element being 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

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 and reliable data that can be generalized to the entire population. Option A is incorrect because obtaining responses from as many people as possible may not be necessary for representative data. Option B is incorrect because controlling independent variables is not the objective of sampling. Option D is incorrect because ensuring reliability is important in the study design stage, and not specific to sampling. Option E is incorrect because testing hypotheses is a broader objective of research and not specific to sampling.

Quiz 4: Information for Marketing Decisions