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1. Sampling involves using a small number of people in the target market to make conclusions about the entire target market population.
Chapter 16—Sampling Designs and Sampling Procedures
TRUE/FALSE
1. Sampling involves using a small number of people in the target market to make conclusions about the entire target market population.
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2. A census is any complete group whose members share some common set of characteristics.
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This is a population (universe). A census is an investigation of all the individual elements that make up the population.
3. A canvas is an investigation of all the individual elements that make up the population.
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This is a census.
4. Larger samples allow conclusions to be drawn with more confidence that they truly represent the population.
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5. The first stage in the selection of a sample is to determine the sampling frame.
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The first stage is to define the target population.
6. A list of all of the members of the Atlanta chapter of the American Psychological Association is an example of a sampling frame.
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7. The sampling frame is also called the "working population."
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8. List brokers rent lists of names, addresses, phone numbers, and e-mail addresses of specific populations.
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9. A reverse directory provides, in a different format, the same information contained in a telephone directory.
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10. The availability of sampling frames is fairly consistent around the world.
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The availability of sampling frames varies dramatically around the world.
11. The individual element in the population (e.g. stores) in a cluster sample is the primary sampling unit (PSU).
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A primary sampling unit (PSU) is a unit selected in the first stage of sampling.
12. As sample size decreases, random sampling error decreases.
ANS:
Random sampling error decreases as sample size increases.
13. If individuals do not opt in to receive e-mail from a particular organization, they may consider unsolicited survey requests to be spam.
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14. There is no appropriate statistical technique that can be used to measure random sampling error when a nonprobability sample is used.
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15. A convenience sample is a type of probability sampling method.
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This is a method of nonprobability sampling.
16. Judgment sampling is a nonprobability sampling technique in which an experienced individual selects the sample based on his or her judgment about some appropriate characteristics required of the sample member.
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17. Trickle-down sampling involves using probability methods for an initial selection of respondents and then obtaining additional respondents through information provided by the initial respondents.
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This is called snowball sampling.
18. The term random refers to the data in the sample, not to the procedure for selecting the sample.
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The term random refers to the procedure for selection the sample; it does not describe the data in the sample.
19. A sampling procedure ensuring that each element in the population will have an equal chance of being included in the sample is called simple random sampling.
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20. Systematic sampling is a type of true random selection procedure.
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While systematic sampling is not actually a random selection procedure, it does yield random results if the arrangement of the items is not some sequence corresponding to the interval in some way.
21. In stratified sampling a subsample is drawn using judgment sampling within each stratum.
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Subsamples are drawn using simple random sampling within each stratum.
22. An area sample is the most popular type of cluster sample.
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23. Multistage area sampling is a cluster sampling approach involving multiple steps.
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24. One advantage of a convenience sample is that there is no need for a population list.
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25. A multistage sample is low cost and frequently used.
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Multistage sampling is high cost yet frequently used.
MULTIPLE CHOICE
1. When a company decides to send an Internet survey to all of its 127-member sales force to determine their morale, this is an example of a:
a.
cluster sample
b.
multistage area sample
c.
census
d.
sample
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2. When a researcher has made the decision to conduct a survey using a sample of the population, the FIRST step in the selection of the sample is to:
a.
define the target population
b.
determine the sample size
c.
select the actual sampling units
d.
select a sampling frame
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3. All of the following are stages in the selection of a sample EXCEPT:
a.
analyze data
b.
select a sampling frame
c.
determine sample size
d.
conduct fieldwork
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4. When a researcher wants to study the members of the American Marketing Association and selects a sample from its membership list, the membership list is an example of a:
a.
reverse directory
b.
sampling frame
c.
systematic sampling list
d.
census
ANS:
5. Which type of error occurs when certain sample elements are excluded or when the entire population is not accurately represented in the sampling frame?
a.
Type I error
b.
sampling frame error
c.
statistical error
d.
list error
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6. A telephone directory that lists the people in the phone book by their street address instead of by their last name is called a:
a.
snowball directory
b.
inverse directory
c.
reverse directory
d.
sampling frame directory
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7. Lists of respondents who have agreed to participate in marketing research along with the e-mail contact information for these individuals are called:
a.
interactive samples
b.
online panels
c.
perpetual samples
d.
e-samples
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8. A single element or group of elements that is eligible for selection via the sampling process is called a:
a.
sampling panel
b.
sampling unit
c.
sampling error
d.
sampling quota
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9. If Northwest Airlines selects randomly a set of 40 flights on a given day, and then selects randomly a group of ten passengers on each of these flights to participate in an in-flight survey, the passengers are a:
a.
PSU
b.
census
c.
systematic sample
d.
secondary sampling unit
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10. The difference between the sample result and the result of an accurate census is called:
a.
random sampling error
b.
systematic sampling error
c.
primary sampling error
d.
secondary sampling error
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11. As sample size ____, random sampling error ____.
a.
increases; increases
b.
decreases; decreases
c.
increases; decreases
d.
increase; remains unchanged
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12. Which type of sampling error is primarily due to the nature of a study’s design and the correctness of execution?
a.
random sampling error
b.
systematic sampling error
c.
primary sampling error
d.
secondary sampling error
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13. Janet has agreed to participate in surveys online. Every few weeks, she is sent an email requesting her to participate in an online survey. What did Janet do to become involved in these research studies?
a.
opted out
b.
opted in
c.
randomized herself
d.
met a quota
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14. In which type of sampling does every element in the population have a known, nonzero probability of selection?
a.
absolute sampling
b.
relative sampling
c.
nonprobability sampling
d.
probability sampling
ANS:
15. When a researcher uses students to participate in a study because he has easy access to them, what type of sampling procedure does this represent?
a.
judgment sample
b.
systematic sample
c.
snowball sample
d.
convenience sample
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16. When a local television station sends a crew to interview joggers in the city park on a beautiful spring day, this represents what type of sample?
a.
cluster sample
b.
multistage area sample
c.
systematic sample
d.
convenience sample
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17. Which of the following is a nonprobability sampling technique in which an experienced individual selects the sample based on his or her judgment about some appropriate characteristics required of the sample member?
a.
area sample
b.
subjective sample
c.
stratified sample
d.
judgment sample
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18. When a marketing vice-president tells the marketing department to schedule a test market in Dallas because he feels that this city is "typical" of the composition of the target market for a new product nationally, this is an example of what type of sample?
a.
judgment sample
b.
area sample
c.
cluster sample
d.
convenience sample
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19. When the head of the marketing research department instructs field interviewers to interview owners of DVD players in a shopping mall such that they each interview 10 Sony owners, 8 Panasonic owners, 6 Toshiba owners, and 4 owners of other brands, this represents what type of sampling procedure?
a.
systematic sample
b.
quota sample
c.
area sample
d.
multistage sample
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20. Which of the following is an advantage of quota sampling over probability sampling?
a.
lower cost
b.
convenience
c.
speed of data collection
d.
all of the above
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21. When a marketing researcher wants to put together four focus groups of 18-24 year-old males who are "heavy downloaders of music" (defined as downloading 50 songs per month) and, instead of asking people at a shopping mall whether they download music from the Internet, he finds one person in the target market who qualifies, and then asks that person to suggest the names of two other males between the ages of 18-24 who download music so that the researcher can invite them to participate in the focus group, and then those people are each asked to suggest two others similar to themselves to participate in the focus group study, this procedure represents what type of sampling procedure?
a.
stepwise sample
b.
judgment sample
c.
area sample
d.
snowball sample
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22. A sampling procedure that assures each element in the population of an equal chance of being included in the sample is called:
a.
simple random sampling
b.
primary random sampling
c.
primary sampling
d.
stratified sampling
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23. When a researcher puts the name of each person on a sampling frame list on a 3" x 5" card, shuffles the cards thoroughly, and then selects 35 names from the top of the pile of cards for a phone interview study, this is an example of what type of sampling procedure?
a.
judgment sample
b.
simple random sample
c.
stratified sample
d.
area sample
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24. If a researcher wants to select 50 customers from a sampling frame of 250 customers who have purchased at least $10,000 worth of products from his company within the past six months using a systematic sampling technique, after a random start, the researcher should select every ____ name on the list.
a.
20th
b.
10th
c.
5th
d.
50th
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25. In which type of sampling is a subsample drawn using simple random sampling within each stratum?
a.
cluster sampling
b.
stratified sampling
c.
systematic sampling
d.
convenience sampling
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26. A stratified sample in which the number of sampling units drawn from each stratum is in proportion to the population size of that stratum is called a(n):
a.
proportional stratified sample
b.
balanced stratified sample
c.
even stratified sample
d.
primary stratified sample
ANS:
27. If a researcher for Procter & Gamble selects five states randomly, and then selects 10 supermarket chains within each of these states to call for a phone survey for a test market of a new shampoo, what type of sampling procedure is being used?
a.
systematic sample
b.
simple random sample
c.
nonprobability sample
d.
cluster sample
ANS:
28. If a national political pollster selects ten states randomly, then randomly selects five counties within each state, then randomly selects five voting precincts within these counties, then randomly selects five blocks within these precincts, then randomly selects five households for door-to-door interviews about their voting intentions in the next Presidential election, this is an example of what type of sampling procedure?
a.
simple random sample
b.
multistage area sample
c.
systematic sample
d.
nonprobability sample
ANS:
29. Which type of nonprobability sampling technique is useful for certain types of forecasting?
a.
convenience
b.
judgment
c.
cluster
d.
stratified
ANS:
30. Which of the following probability sampling technique is low cost and frequently used?
a.
simple random
b.
snowball
c.
cluster
d.
quota
ANS:
COMPLETION
1. A small number of people who are a subset of the population of interest are known as a(n) ____________________ of the population.
ANS: sample
2. All of the retail stores nationwide of Sears Roebuck and Co. are the ____________________ of Sears' stores.
ANS: population
3. When a researcher conducts personal interviews with 100 percent of the salespeople within his organization, this type of study is a type of ____________________ study.
ANS: ensus
4. When some elements of the target population are omitted from the sampling frame (e.g. their address is unknown), then ____________________ error occurs.
ANS: sampling frame
5. When a telephone book database is re-arranged so that it is organized by phone number, instead of by last name, this type of database is a type of ____________________ directory.
ANS: reverse
6. A unit that is selected in the first of several stages of sampling is called the ____________________.
ANS:
primary sampling unit
PSU
7. The difference between the results of a sample and the results of a census that is conducted with identical procedures is called ____________________ error.
ANS: random sampling
8. When a research study has been poorly designed, it suffers from ____________________ error.
ANS: systematic
9. When an Internet user gives permission to Southwest Airlines to e-mail him special price promotions as they are announced, the user has decided to ____________________ for this type of database communication.
ANS: opt in
10. The sampling procedure of obtaining those people or units that are most conveniently available is called ____________________ sampling.
ANS: onvenience
11. When subjects are selected for a research study using judgment sampling, this represents a type of ____________________ sampling procedure.
ANS: nonprobability
12. ____________________ sampling is a nonprobability sampling procedure that ensures that various subgroups of a population will be represented on pertinent characteristics to the exact extent that the investigator desires.
ANS: Quota
13. When initial subjects are selected randomly and additional subjects are obtained from recommendations of names from the initial subjects, this is a(n) ____________________ sampling technique.
ANS: snowball
14. Writing the names of the students in a class on separate sheets of paper, shuffling them thoroughly, and then drawing five names "out of a hat," is a type of ____________________ sample.
ANS: simple random
15. A combination of two or more probability sampling techniques is called a(n) ____________________ sample.
ANS: multistage area
ESSAY
1. Explain reasons for taking a sample rather than a complete census.
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2. List the stages in the selection of a sample.
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3. Compare and contrast random sampling and systematic (nonsampling) errors.
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4. Name and describe the types of nonprobability sampling.
ANS:
5. Name and describe the types of probability sampling.
ANS:
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*************** stratified *********** ********** ************** ********** ************** * PTS: * REF: p ******* ****** Reflective ********** ** ** * researcher for ******* ***** Gamble selects **** states ******** and **** ******* ** supermarket ****** ****** **** ** ***** states to call *** a ***** survey *** a **** market ** * new ******* what type of ******** procedure ** ***** **************** samplebsimple ****** ********************* ************** ************** * PTS: * **** p ******* AACSB: Reflective ********** ** ** * ******** political pollster selects *** ****** ******** **** ******** ******* **** ******** within **** ***** **** randomly selects **** voting ********* ****** ***** ******** **** ******** ******* **** ****** ****** these precincts then randomly ******* **** households *** ************ ********** about ***** ****** ********** in *** **** ************ ******** this is ** example ** what **** of ******** ***************** ****** ***************** area ***************** ********************* ************** * PTS: * REF: * 431NAT: ****** ********** ********** ** ***** **** of ************** ******** ********* is ****** *** ******* types ** ************************************************************ * **** * **** p ******* AACSB: ********** Thinking 30 ***** ** *** following *********** ******** ********* ** *** cost *** ********** ************ ************************************* * **** * **** * ******* ****** Reflective ********************** * * ***** ****** of ****** who *** a subset ** the ********** ** ******** *** ***** as **** ____________________ ** *** **************** ************ * **** * *** **** ****** Reflective ********** * All ** the ****** ****** ********** ** Sears ******* *** Co are *** ******************** ** Sears' ************ **************** * REF: * 412 NAT: ****** ********** ********** * **** a ********** ******** ******** ********** **** *** ******* ** *** *********** within his ************ **** type ** ***** ** * **** of ____________________ study ANS: ************ * **** p 412 **** ****** Reflective ********** * **** some elements ** *** ****** population *** ******* **** *** ******** frame *** ***** address is unknown) then ____________________ ***** ************ sampling *********** * REF: p *** **** AACSB: ********** ********** * **** * ********* **** database is re-arranged ** that ** ** organized ** ***** number ******* ** ** **** **** **** **** of ******** is * **** ** ____________________ *************** reverse PTS: 1 REF: * *** **** AACSB: ********** ********** * * **** that is selected in *** first ** several ****** of ******** ** ****** *** ____________________ ANS:primary ******** unitPSU PTS: * **** * *** **** ****** ********** ********** 7 The ********** between *** ******* ** * ****** and *** results ** a census that ** conducted **** ********* ********** is ****** ******************** error ANS: ****** ************** * **** p *** **** AACSB: ********** ********** * **** * ******** ***** *** **** ****** designed ** suffers **** ____________________ *********** **************** 1 REF: * *** NAT: ****** Reflective Thinking * When ** ******** **** gives permission ** ********* ******** ** ****** *** special price ********** ** **** *** announced the **** has ******* ** ******************** for **** **** ** ******** ******************* opt ******** * **** * *** **** AACSB: ********** ********** ** *** ******** procedure ** ********* those ****** ** ***** **** are most ************ ********* is ****** ******************** sampling ANS: ***************** * **** * *** **** AACSB: ********** Thinking ** **** subjects are ******** *** * ******** ***** ***** ******** ******** **** ********** * type of ******************** ******** *************** ******************** * REF: p *** **** ****** ********** Thinking ** ******************** ******** ** * nonprobability ******** ********* **** ensures **** various ********* ** * ********** **** ** represented on ********* *************** ** *** ***** extent **** *** ************ ************* Quota PTS: * REF: * 425 **** ****** Reflective Thinking ** When ******* ******** *** ******** ******** and additional ******** are ******** **** *************** ** ***** **** the ******* ******** **** is **** ******************** sampling technique ANS: ************** * REF: * *** **** AACSB: ********** ********** 14 Writing *** ***** ** *** ******** ** * ***** ** separate ****** ** ***** ********* them thoroughly *** **** drawing **** ***** **** ** * hat" ** * **** ** ____________________ ************ simple random PTS: * **** * *** **** ****** ********** Thinking ** A *********** of *** ** more probability sampling ********** ** ****** **** ____________________ sample ANS: ********** ********** 1 **** p *** NAT: ****** ********** Thinking ESSAY 1 Explain reasons *** ****** a ****** ****** than * ******** ***************** are ******* ******* for taking a ****** ****** **** * complete census *** is for pragmatic ******* - ******* ********* ******** ******** ******* **** budget *** **** constraints In most situations sampling **** ***** reduces ***** ************ *** ******* ***** information ******* ******* major ****** *** ******** is **** **** ******** ******** ******* **** ******* that *** ********** ******** ****** samples allow *********** ** ** drawn **** **** ********** **** they ***** represent the ********** ********* a ****** may **** ** **** ******** **** * census *** ** ***** *********** ******** ********** ****** and ***** *********** ****** * ***** reason to **** * ****** ****** **** a census is *** fact that **** ******** ******** ******* the *********** of *** items ***** ************ * REF: ** *********** ****** Reflective *************** *************** 2 **** the ****** in *** selection ** a ****************** ****** a ****** researchers must make ******* ********* While ***** decisions are ********* ** * ****** ** ********** ****** *** ***** of the ********* **** *** ****** follow **** sequence ***** ****** are:(1) ****** the ****** ************* ****** * ******** ******** Determine ** * *********** ** nonprobability ******** ****** will ** ********* **** procedure *** selecting ******** units(5) ********* ****** ******* ****** actual ******** ******** ******* *************** * **** * 415NAT: ****** Reflective *************** *************** * ******* *** ******** ****** ******** and ********** ************* ****************** sampling ***** ** the ********** ******* the ****** result *** *** ****** ** ** ******** ****** ** ****** because ** ****** variations ** *** selection ** ******** ***** The sampling ***** even ** ******** ******** according ** sampling theory *** not ********* represent *** population ******* of ****** ********* Random ******** ***** ** * function ** ****** **** and ** ****** size ********* random ******** ***** ********* ********** (nonsampling) ****** result from nonsampling ******* primarily *** nature ** * ********* ****** and *** *********** ** ********* These ****** *** systematic ** **** way *** not *** to ****** ************ ****** *** ** ****** ********* problems *** *********** errors *** should *** ** ********** ** ****** ******** ************ * REF: p ******* ****** ********** *************** *************** * **** *** describe *** ***** ** ************** **************************** ******** ** * ******** ********* ** ***** units ** the ****** *** ******** ** *** ***** of ******** judgments ** *********** and there *** **** ***** discussed ** the *********** Convenience ******** - ********* ****** ** ***** **** *** ************ ************ ******** ******** * also called ********* ********* ** experienced ********** selects *** sample based on his ** her ******** ***** **** appropriate *************** required ** *** ****** member(3) ***** sampling - ******* **** the ******* ********* ** * ********** *** *********** ** ********* ****** *************** ** the exact extent **** *** investigators desire(4) ******** ******** * ******** ***** *********** ******* *** ** ******* ********* ** respondents *** **** ********* ********** respondents ******* *********** ******** by *** ******* ***************** * REF: ** 423-425NAT: ****** Reflective *************** *************** * **** and ******** the ***** of *********** ************************* ******** ********** are:(1) Simple ****** ******** * ******* **** ******* ** *** population ** ** ***** ****** ** ***** ******** ** *** ********* Systematic ******** - * starting point ** ******** by * random ******* and then every *** ****** ** the list ** selected(3) ********** ******** * ****** ****** subsamples **** *** **** ** **** ***** on some ************** *** ***** from ****** **** stratum ** *** ************* ******* ******** * *** primary ******** **** ** not *** individual ******* ** *** ********** *** * ***** ******* ** elements *** ******** are ******** *********** ********** **** ******** - ******** ***** a *********** ** *** ** **** *********** sampling techniques PTS: 1 **** ** 426-431NAT: ****** ********** *************** ***************
