Question 1

The objective of sampling in marketing research is to

Accepted Answer

The objective of sampling in marketing research is to select a representative sample from a total population. This enables researchers to draw conclusions about the population as a whole based on the characteristics and responses of the sample. The other options may be secondary objectives, but the primary objective is always to obtain a representative sample.

Question 2

In which of the following sampling designs do all members of a population have an equal chance of being selected?

Accepted Answer

In random sampling, all members of the population have an equal chance of being selected, making it the fairest and most representative sampling design. Stratified sampling involves dividing the population into subgroups based on certain characteristics and only selecting a certain number from each subgroup, while quota sampling involves setting quotas for certain characteristics and selecting participants who fit those quotas. Nonprobability and judgment sampling do not involve random selection and may be biased.

Question 3

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 subgroups or strata based on some characteristic, and then selecting samples from each stratum. In this case, the population is being divided into three strata based on age groupings, and a random sample is being selected from each stratum. Therefore, stratified sampling is being used.

Question 4

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

Accepted Answer

When marketing researchers consider sampling techniques, they are preparing to collect primary data, which is data collected specifically for the research question at hand. Options A, B, C, and D do not accurately describe the type of data being collected.

Question 5

Time Warner Cable uses its sales reports broken down by geographic regions as part of its marketing research to determine which markets are most rapidly adopting high-speed Internet connections. In this example, Time Warner Cable is using

Accepted Answer

Time Warner Cable is utilizing its own sales reports, which are data already collected and available within the organization, for analysis. This makes it internal data. Since the data was not collected for the specific purpose of this research but is being used for analysis, it is considered secondary data.

Question 6

The two basic types of sampling that marketing researchers use are

Accepted Answer

Probability sampling involves random selection of participants from a population, giving each member an equal chance of being selected. Nonprobability sampling, on the other hand, does not involve random selection and may result in a biased sample. These are the two basic types of sampling used in marketing research.

Question 7

When working as a summer intern for a local retail store, Jan Halverson was sent to the library to look up data on population forecasts for the city of San Antonio. The population information she found would be considered

Accepted Answer

The information Jan found at the library is considered secondary data because it was not collected by her or her employer for the specific purpose at hand; rather, it was previously collected and stored in a public resource like a library.

Question 8

Kristen 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 Kristen to use in this situation?

Accepted Answer

Secondary data is data that has already been collected and is available for use, which makes it a cost-effective and time-efficient choice for Kristen's situation. She can use sources such as industry reports or government statistics to obtain the necessary information about recent purchasing patterns in the footwear industry.

Question 9

Georgia-Pacific needs information about trends in housing starts and remodeling around the country. Since it will be difficult to collect _______ from the numerous locations, it decides to use _____ data from the U.S. Department of Commerce reports to get this information.

Accepted Answer

The answer of Georgia-Pacific needs information about trends in housing...

Question 10

Patricia Robertson is running for Congress from the Sixth 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 refers to the entire group of individuals that the researcher is interested in studying. In this case, the population is all the registered voters in the Sixth District, which Patricia Robertson is running to represent.

Question 11

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 choice in this case because it would allow Weight Watchers to divide the population into subgroups (strata) based on geographical regions and then randomly sample from each stratum to ensure representation from each region. This would provide a more accurate representation of regional differences in perceptions of dieting programs.

Question 12

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

Accepted Answer

The population refers to the complete set of elements, individuals, or units of interest to researchers for a specific study. These can be people, animals, objects, or phenomena being studied. A sample, on the other hand, is a subset of the population that is selected to represent it in a study. Therefore, the correct answer is C.

Question 13

One overlooked internal source of secondary marketing information discussed in the text is

Accepted Answer

Accounting records can provide valuable information on sales trends, customer behavior, and profitability. They can also reveal patterns in purchasing behavior, such as the time of year when sales are highest or any shifts in buying habits. Sales receipts, interviews with salespeople, quality control data, and consumer surveys are all useful sources of information, but they are more often considered primary sources of information as they typically collect data directly from customers or employees.

Question 14

Which sampling design gives every member of the population an equal chance of appearing in the sample?

Accepted Answer

Random sampling is the only sampling design that gives every member of the population an equal chance of being selected for the sample. Nonprobability sampling and quota sampling both involve some level of subjectivity or bias in the selection process, while stratified sampling involves dividing the population into subgroups and sampling from each subgroup based on certain criteria. A poll is not a sampling design, but rather a method of collecting and analyzing data from a sample or population.

Question 15

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

Accepted Answer

The population of study for understanding the textbook and school supplies needs at the University of Michigan would include all students (who are the primary consumers of textbooks and supplies), faculty (who decide on textbooks), supporters (who may purchase supplies as gifts or for promotional reasons), and staff (who may also have needs for supplies for administrative purposes). This comprehensive group would give the most accurate understanding of the needs on campus.

Question 16

Subscription services from firms such as ACNielsen provide marketing researchers with a good source of ____ data.

Accepted Answer

Subscription services are external sources of secondary data, as they are provided by outside firms rather than being generated within the company itself. ACNielsen data is specifically focused on consumer behavior and purchasing patterns, making it a valuable resource for marketing researchers seeking to understand market trends and consumer preferences.

Question 17

Information from the U.S. Census Bureau is commonly used as ____ by a variety of agencies and organizations.

Accepted Answer

The U.S. Census Bureau data is collected by a government agency and is considered external secondary data because it is collected by an entity outside of the organization using it. It is commonly used as a source of information by a variety of agencies and organizations.

Question 18

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 to analyze data, as it is not practical to study an entire population.

Question 19

Subway 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 Subway using?

Accepted Answer

Random sampling is used when every member of the population has an equal chance of being selected, as would be the case when a computer program selects employees from the payroll database without bias.

Question 20

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.

Quiz 5: Marketing Research and Information Systems