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The Essentials of Marketing Research
Quiz 9: Sampling Methods and Sample Size
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Question 1
True/False
The large group of interest to the researcher is called the population or the universe.
Question 2
True/False
A census means that only a selected portion of the entire population is surveyed.
Question 3
True/False
A sample is the term that refers to the group surveyed any time the survey is not administered to all members of the population.
Question 4
True/False
Significant advantages of sampling include cost savings, time economy, more in-depth information, lower total error, greater practicality, and greater security.
Question 5
True/False
Sampling error occurs when the sample does not perfectly represent the population under study.
Question 6
True/False
Sample bias is introduced into the sample when the sample varies in some systematic way from the larger population.
Question 7
True/False
Sample bias can be reduced by increasing the sample size.
Question 8
True/False
Random error cannot be avoided, but can be calculated and can be reduced by decreasing the size of the sample.
Question 9
True/False
Non-sampling error is introduced into the research results from any source other than sampling.
Question 10
True/False
The target population is the universe about which the researcher wishes to gather data.
Question 11
True/False
The sampling frame is the list of the members of the sample.
Question 12
True/False
The sampling frame can be the process used to select the sample.
Question 13
True/False
The goal of developing an appropriate sample frame is to get a list of elements of the target population that is inclusive but with minimal duplication.
Question 14
True/False
The size of the sample will be a function of the accuracy of the sample.
Question 15
True/False
Two criteria are used in measuring the accuracy of a sample: the margin of error and the sample size.
Question 16
True/False
Whether a sample is a probability sample or a nonprobability sample, the important aspect is to obtain as much representative information as possible and eliminate as much sampling and nonsampling error as possible.