Deck 12: Sampling: Design and Procedures

Question 1

The collection of elements or objects that possess the information the researcher seeks and about which the researcher will make inferences is called the target population.

Answer 1

True

Question 2

A sampling frame is a representation of the elements of the target population, which consists of a list, or set of directions for identifying the target population.

Answer 2

True

Question 3

If a great deal of the company's product would need to be consumed as part of the study, then a census would be appropriate.

Answer 3

False

Question 4

A census can greatly decrease nonsampling error.

Question 5

It is not always possible to reduce nonsampling error sufficiently to compensate for sampling error.

Question 6

Sampling techniques that do not use chance selection procedures and rely on the personal judgment of the researcher are called nonprobability sampling techniques.

Question 7

A census involves a complete count of each element in a population.

Question 8

Probability sampling relies on the personal judgment of the researcher, rather than chance, in selecting sampling elements.

Question 9

According to the text, the first step in the sampling design process is to determine the sample size.

Question 10

The aggregate of all elements, sharing some common set of characteristics, which comprises the universe for the purpose of the marketing research problem, is called the sample.

Question 11

If the sampling unit is different from the element, it is necessary to specify precisely how the elements within the sampling unit should be selected. Selecting the person within the sampling unit with the next birthday is an appropriate way to precisely specify which element to sample.

Question 12

A population is the total of all the elements that share some common set of characteristics.

Question 13

Every potential nonprobability sample needs to have the same probability of selection.

Question 14

An incident is a subgroup of the elements of the population selected for participation in the study.

Question 15

The target population should be defined in terms of elements, sample units, extent and time frame.

Question 16

A sampling unit is the basic unit containing the elements of the population to be sampled.

Question 17

In sampling, an incident is the object or person about which or from which the information is desired.

Question 18

According to the text, in survey research, the element is usually the interviewer.

Question 19

Objects that possess the information the researcher seeks and about which the researcher will make inferences is called an element.

Question 20

A complete enumeration of the elements of a population or study object is called a sample.

Question 21

Convenience samples are appropriate to use with exploratory research.

Question 22

Quota sampling is a nonprobability sampling technique that is a two-stage restricted judgmental sampling. The first stage consists of developing control categories of population elements. In the second stage, sample elements are selected based on convenience or judgment.

Question 23

Convenience sampling is a nonprobability sampling technique that attempts to obtain a sample of convenient elements and leaves the selection of sampling units primarily to the interviewer.

Question 24

The major advantage of snowball sampling is that it substantially increases the likelihood of locating respondents in the population with the desired characteristic(s).

Question 25

A form of convenience sampling in which the population elements are selected based on the researcher's discretion is called judgmental sampling.

Question 26

Judgmental sampling is a probability sampling technique in which each element in the population has a known and equal probability of selection.

Question 27

The social media sampling frame is unbiased and appropriate for use in marketing research.

Question 28

A probability sampling technique in which the sample is chosen by selecting a random starting point and then picking every ith element in succession from the sampling frame is called systematic sampling.

Question 29

Area sampling relies on clustering based on geographic areas such as counties, housing tracts or blocks.

Question 30

A nonprobability sampling technique in which an initial group of respondents is selected randomly and subsequent respondents are selected based on the referrals or information provided by the initial respondents is called snowball sampling.

Question 31

Quota sampling is an example of a commonly used probability sampling technique.

Question 32

An example of nonprobability sampling is interviewing people in malls.

Question 33

A sampling procedure in which each element of the population has a fixed probabilistic chance of being selected for the sample is called probability sampling.

Question 34

Sampling efficiency refers to the trade-off between sampling cost and precision.

Question 35

According to the text, precision refers to the level of uncertainty about the characteristic being measured.

Question 36

The number of units to be included in a study is called the sample size.

Question 37

The typical range for sample size in problem solving research, product tests and test marketing studies is 300-500 respondents.

Question 38

Cluster sampling is a commonly used nonprobability sampling technique.

Question 39

Interviewing students, church groups, and members of social organizations are examples of convenience sampling.

Question 40

In nonprobability sampling, sampling elements are selected by chance, that is, randomly.

Question 41

A complete enumeration of the elements of a population or study objects is called a(n) ________.

A) sample
B) element
C) census
D) sampling unit
E) count

Question 42

The results of business-to-business research should be presented in such a way that respondents can be identified and linked to specific comments and findings.

Question 43

The representativeness of information from general social media can be improved by screening result in a more targeted and representative sample.

Question 44

Which of the following is NOT one of the five basic questions that is addressed in the sample design phase?

A) "Should a sample be taken?"
B) "What kind of sample should be taken?"
C) "How much should the sample cost?"
D) "How large should the sample be?"
E) "What process should be followed?"

Question 45

A(n) ________ is the total of all the elements that share some common set of characteristics.

A) sample
B) population
C) inference
D) hypothesis
E) sum of the elements

Question 46

Objects that possess the information the researcher seeks and about which the researcher will make inferences is called a(n) ________.

A) incident
B) element
C) hypothesis
D) census
E) inference unit

Question 47

According to the text, in survey research, the element is usually the ________.

A) questionnaire
B) interviewer
C) respondent
D) product
E) Metropolitan Statistical Area (MSA)

Question 48

A ________ is a representation of the elements of the target population, which consists of a list or set of directions for identifying the target population.

A) sampling frame
B) census tract
C) sampling unit
D) hypothesis
E) geodemographic template

Question 49

According to the text, which of the following is the first step in the sampling design process?

A) define the population
B) determine the sampling frame
C) select sampling technique(s)
D) determine the sample size
E) count your resources available

Question 50

According to the text, which of the following is NOT one of the three sources of sampling frame error that is present in the telephone book?

A) It does not contain unlisted numbers.
B) It does not contain zip codes for the listed numbers.
C) It does not contain the telephone numbers of the people who have moved into the area after the telephone book was published.
D) It lists the inactive telephone number of people who have moved out of the area since the telephone book was published.
E) C and D

Question 51

A(n) ________ is a subgroup of the elements of the population selected for participation in the study.

A) census
B) element
C) incident
D) sample
E) segment

Question 52

The collection of elements or objects that possess the information the researcher seeks and about which the researcher will make inferences is called the ________.

A) target population
B) census
C) element
D) incident
E) intended abstract

Question 53

The aggregate of all elements, sharing some common set of characteristics, which comprise the universe for the purpose of the marketing research problem, is called the ________.

A) sample
B) inference
C) hypothesis
D) population
E) element aggregate

Question 54

A ________ is the basic unit containing the elements of the population to be sampled.

A) hypothesis
B) theory
C) sampling unit
D) coefficient alpha
E) household

Question 55

Social media content available in the public domain is representative and appropriate for use in marketing research.

Question 56

Projecting findings based on nonprobability sampling to the population is misleading and therefore unethical.

Question 57

A(n) ________ involves a complete count of each element in a population.

A) census
B) sample
C) element
D) sampling unit
E) count

Question 58

The target population should be defined in terms of all of the following EXCEPT:

A) elements.
B) cost.
C) sampling units.
D) time frame.
E) extent.

Question 59

Conditions favoring the choice of using a sample over a census include all of the following EXCEPT:

A) small budget.
B) time available is short.
C) population size is large.
D) variance in the characteristic of interest is low.
E) cost of sampling error is high.

Question 60

In sampling, a(n) ________ is the object or person about which or from which the information is desired.

A) element
B) incident
C) hypothesis
D) census
E) information unit

Question 61

________ relies on the personal judgment of the researcher, rather than chance, in selecting sampling elements.

A) Nonprobability sampling
B) Probability sampling
C) Simple random sampling
D) Systematic sampling
E) Umpire sampling

Question 62

________ is a nonprobability sampling technique that attempts to obtain a sample of convenient elements and leaves the selection of sampling units primarily to the interviewer.

A) Convenience sampling
B) Snowball sampling
C) Simple random sampling
D) Systematic sampling
E) Window sampling

Question 63

In which of the following types of research are convenience samples appropriate to use?

A) descriptive research
B) causal research
C) exploratory research
D) survey research
E) any research where the goal is to draw population inferences

Question 64

________ is a probability sampling technique in which each element in the population has a known and equal probability of selection.

A) Simple random sampling
B) Quota sampling
C) Snowball sampling
D) Cluster sampling
E) Equivalent sampling

Question 65

Which of the following is NOT an example of a commonly used probability sampling technique?

A) quota sampling
B) systematic sampling
C) stratified sampling
D) cluster sampling
E) simple random sampling

Question 66

Sampling techniques that do not use chance selection procedures and rely on the personal judgment of the researcher are called ________.

A) probability sampling techniques
B) nonprobability sampling techniques
C) stratified sampling
D) cluster sampling
E) semantic differential sampling

Question 67

________ is a nonprobability sampling technique that is a two-stage restricted judgmental sampling. The first stage consists of developing control categories of population elements. In the second stage, sample elements are selected based on convenience or judgment.

A) Quota sampling
B) Simple random sampling
C) Snowball sampling
D) Cluster sampling
E) Stratified sampling

Question 68

According to the text, ________ refers to the level of uncertainty about the characteristic being measured.

A) precision
B) reliability
C) validity
D) efficiency
E) technical doubt

Question 69

A form of convenience sampling in which the population elements are selected based on the researcher's discretion is called ________.

A) quota sampling
B) snowball sampling
C) judgmental sampling
D) sampling
E) simple random sampling

Question 70

All of the following are examples of convenience sampling EXCEPT:

A) expert witnesses used in court.
B) use of students, church groups, and members of social organizations.
C) department stores using charge account lists.
D) tear-out questionnaires included in a magazine.
E) mall intercept interviews conducted without qualifying respondents.

Question 71

________ is a technique used to overcome the bias of unpublished and recent telephone numbers by selecting all telephone number digits at random.

A) Systematic dialing
B) Cluster dialing
C) Quota dialing
D) Random-digit dialing
E) Speed dialing

Question 72

All of the following are common examples of judgmental sampling EXCEPT:

A) test markets selected to determine the potential of a new product.
B) purchase engineers selected in industrial marketing research because they are considered to be representative of the company.
C) department stores selected to test new merchandising display.
D) mall intercept interviews conducted without qualifying the respondents.
E) bellwether precincts selected in voting behavior research.

Question 73

A sampling procedure in which each element of the population has a fixed probabilistic chance of being selected for the sample is called ________.

A) probability sampling
B) nonprobability sampling
C) quota sampling
D) snowball sampling
E) window sampling

Question 74

All of the following are options in which to treat sampling frame error EXCEPT:

A) the population can be redefined in terms of the sampling frame.
B) the representativeness of the research frame can be verified during the data collection process.
C) the data can be statistically adjusted by weighing under- or overrepresented segments to achieve a more representative sample.
D) B and C
E) A, B and C represent options to treat sampling frame error.

Question 75

All of the following are examples of commonly used nonprobability sampling techniques EXCEPT:

A) judgmental sampling.
B) quota sampling.
C) snowball sampling.
D) cluster sampling.
E) convenience sampling.

Question 76

The number of units to be included in a study is called the ________.

A) census
B) sampling frame
C) sample size
D) incident
E) company roster

Question 77

A nonprobability sampling technique in which an initial group of respondents is selected randomly and subsequent respondents are selected based on the referrals or information provided by the initial respondents is called ________.

A) quota sampling
B) snowball sampling
C) stratified sampling
D) cluster sampling
E) respondent sampling

Question 78

Which of the following is NOT a weakness of simple random sampling?

A) difficult to construct sampling frame
B) expensive
C) lower precision producing samples with large standard errors
D) no assurance of representativeness
E) not easily understood

Question 79

Examples of nonprobability sampling includes all of the following EXCEPT:

A) interviewing people at street corners.
B) interviewing people in retail stores.
C) interviewing people in malls.
D) All of the above selections are examples of nonprobability sampling.
E) A and B

Question 80

In ________, sampling elements are selected by chance, that is, randomly.

A) nonprobability sampling
B) convenience sampling
C) judgmental sampling
D) probability sampling
E) lotto sampling