1.ÿÿ 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 ProceduresTRUE/FALSEÿÿÿÿ 1.ÿÿ Sampling involves using a small number of people in the target market to make conclusions about the entire target market population.ANS:ÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿ 2.ÿÿ A census is any complete group whose members share some common set of characteristics.ANS:This is a population (universe).ÿ A census is an investigation of all the individual elements that make up the population.ÿÿÿÿ 3.ÿÿ A canvas is an investigation of all the individual elements that make up the population.ANS:This is a census.ÿÿÿÿ 4.ÿÿ Larger samples allow conclusions to be drawn with more confidence that they truly represent the population.ANS:ÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿ 5.ÿÿ The first stage in the selection of a sample is to determine the sampling frame.ANS:The first stage is to define the target population.ÿÿÿÿ 6.ÿÿ A list of all of the members of the Atlanta chapter of the American Psychological Association is an example of a sampling frame.ANS:ÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿ 7.ÿÿ The sampling frame is also called the “working population.”ANS:ÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿ 8.ÿÿ List brokers rent lists of names, addresses, phone numbers, and e-mail addresses of specific populations.ANS:ÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿ 9.ÿÿ A reverse directory provides, in a different format, the same information contained in a telephone directory.ANS:ÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 10.ÿÿ The availability of sampling frames is fairly consistent around the world.ANS:The availability of sampling frames varies dramatically around the world.ÿÿ 11.ÿÿ The individual element in the population (e.g. stores) in a cluster sample is the primary sampling unit (PSU).ANS:A primary sampling unit (PSU) is a unit selected in the first stage of sampling.ÿÿ 12.ÿÿ As sample size decreases, random sampling error decreases.ANS:Random sampling error decreases as sample size increases.ÿÿ 13.ÿÿ If individuals do not opt in to receive e-mail from a particular organization, they may consider unsolicited survey requests to be spam.ANS:ÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 14.ÿÿ There is no appropriate statistical technique that can be used to measure random sampling error when a nonprobability sample is used.ANS:ÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 15.ÿÿ A convenience sample is a type of probability sampling method.ANS:This is a method of nonprobability sampling.ÿÿ 16.ÿÿ 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.ANS:ÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 17.ÿÿ 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.ANS:This is called snowball sampling.ÿÿ 18.ÿÿ The term random refers to the data in the sample, not to the procedure for selecting the sample.ANS:The term random refers to the procedure for selection the sample; it does not describe the data in the sample.ÿÿ 19.ÿÿ 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.ANS:ÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 20.ÿÿ Systematic sampling is a type of true random selection procedure.ANS: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.ÿÿ 21.ÿÿ In stratified sampling a subsample is drawn using judgment sampling within each stratum.ANS:Subsamples are drawn using simple random sampling within each stratum.ÿÿ 22.ÿÿ An area sample is the most popular type of cluster sample.ANS:ÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 23.ÿÿ Multistage area sampling is a cluster sampling approach involving multiple steps.ANS:ÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 24.ÿÿ One advantage of a convenience sample is that there is no need for a population list.ANS:ÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 25.ÿÿ A multistage sample is low cost and frequently used.ANS:Multistage sampling is high cost yet frequently used.MULTIPLE CHOICEÿÿÿÿ 1.ÿÿ 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 sampleb.multistage area samplec.censusd.sampleANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿ 2.ÿÿ 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 populationb.determine the sample sizec.select the actual sampling unitsd.select a sampling frameANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿ 3.ÿÿ All of the following are stages in the selection of a sample EXCEPT:a.analyze datab.select a sampling framec.determine sample sized.conduct fieldworkANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿ 4.ÿÿ 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 directoryb.sampling framec.systematic sampling listd.censusANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿ 5.ÿÿ 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 errorb.sampling frame errorc.statistical errord.list errorANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿ 6.ÿÿ 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 directoryb.inverse directoryc.reverse directoryd.sampling frame directoryANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿ 7.ÿÿ 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 samplesb.online panelsc.perpetual samplesd.e-samplesANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿ 8.ÿÿ A single element or group of elements that is eligible for selection via the sampling process is called a:a.sampling panelb.sampling unitc.sampling errord.sampling quotaANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿÿÿ 9.ÿÿ 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.PSUb.censusc.systematic sampled.secondary sampling unitANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 10.ÿÿ The difference between the sample result and the result of an accurate census is called:a.random sampling errorb.systematic sampling errorc.primary sampling errord.secondary sampling errorANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 11.ÿÿ As sample size ____, random sampling error ____.a.increases; increasesb.decreases; decreasesc.increases; decreasesd.increase; remains unchangedANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 12.ÿÿ Which type of sampling error is primarily due to the nature of a study?s design and the correctness of execution?a.random sampling errorb.systematic sampling errorc.primary sampling errord.secondary sampling errorANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 13.ÿÿ Janet has agreed to participate in surveys online.ÿ Every few weeks, she is sent an email requesting her to participate in an online survey.ÿ What did Janet do to become involved in these research studies?a.opted outb.opted inc.randomized herselfd.met a quotaANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 14.ÿÿ In which type of sampling does every element in the population have a known, nonzero probability of selection?a.absolute samplingb.relative samplingc.nonprobability samplingd.probability samplingANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 15.ÿÿ 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 sampleb.systematic samplec.snowball sampled.convenience sampleANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 16.ÿÿ 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 sampleb.multistage area samplec.systematic sampled.convenience sampleANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 17.ÿÿ 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 sampleb.subjective samplec.stratified sampled.judgment sampleANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 18.ÿÿ 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 sampleb.area samplec.cluster sampled.convenience sampleANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 19.ÿÿ 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 sampleb.quota samplec.area sampled.multistage sampleANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 20.ÿÿ Which of the following is an advantage of quota sampling over probability sampling?a.lower costb.conveniencec.speed of data collectiond.all of the aboveANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 21.ÿÿ 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 sampleb.judgment samplec.area sampled.snowball sampleANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 22.ÿÿ 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 samplingb.primary random samplingc.primary samplingd.stratified samplingANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 23.ÿÿ 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 sampleb.simple random samplec.stratified sampled.area sampleANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 24.ÿÿ 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.20thb.10thc.5thd.50thANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 25.ÿÿ In which type of sampling is a subsample drawn using simple random sampling within each stratum?a.cluster samplingb.stratified samplingc.systematic samplingd.convenience samplingANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 26.ÿÿ 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 sampleb.balanced stratified samplec.even stratified sampled.primary stratified sampleANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 27.ÿÿ 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 sampleb.simple random samplec.nonprobability sampled.cluster sampleANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 28.ÿÿ 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 sampleb.multistage area samplec.systematic sampled.nonprobability sampleANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 29.ÿÿ Which type of nonprobability sampling technique is useful for certain types of forecasting?a.convenienceb.judgmentc.clusterd.stratifiedANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿÿÿ 30.ÿÿ Which of the following probability sampling technique is low cost and frequently used?a.simple randomb.snowballc.clusterd.quotaANS: ÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿÿ ÿÿÿÿÿÿÿÿÿÿCOMPLETIONÿÿÿÿ 1.ÿÿ A small number of people who are a subset of the population of interest are known as a(n) ____________________ of the population.ANS:ÿ sampleÿÿÿÿ 2.ÿÿ All of the retail stores nationwide of Sears Roebuck and Co. are the ____________________ of Sears’ stores.ANS:ÿ populationÿÿÿÿ 3.ÿÿ 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: ensusÿÿÿÿ 4.ÿÿ When some elements of the target population are omitted from the sampling frame (e.g. their address is unknown), then ____________________ error occurs.ANS:ÿ sampling frameÿÿÿÿ 5.ÿÿ 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:ÿ reverseÿÿÿÿ 6.ÿÿ A unit that is selected in the first of several stages of sampling is called the ____________________.ANS:ÿprimary sampling unitPSUÿÿÿÿ 7.ÿÿ The difference between the results of a sample and the results of a census that is conducted with identical procedures is called ____________________ error.ANS:ÿ random samplingÿÿÿÿ 8.ÿÿ When a research study has been poorly designed, it suffers from ____________________ error.ANS:ÿ systematicÿÿÿÿ 9.ÿÿ 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:ÿ opt inÿÿ 10.ÿÿ The sampling procedure of obtaining those people or units that are most conveniently available is called ____________________ sampling.ANS: onvenienceÿÿ 11.ÿÿ When subjects are selected for a research study using judgment sampling, this represents a type of ____________________ sampling procedure.ANS:ÿ nonprobabilityÿÿ 12.ÿÿ ____________________ 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:ÿ Quotaÿÿ 13.ÿÿ 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:ÿ snowballÿÿ 14.ÿÿ 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:ÿ simple randomÿÿ 15.ÿÿ A combination of two or more probability sampling techniques is called a(n) ____________________ sample.ANS:ÿ multistage areaESSAYÿÿÿÿ 1.ÿÿ Explain reasons for taking a sample rather than a complete census.ANS:ÿÿÿÿÿ 2.ÿÿ List the stages in the selection of a sample.ANS:ÿÿÿÿÿ 3.ÿÿ Compare and contrast random sampling and systematic (nonsampling) errors.ANS:ÿÿÿÿÿ 4.ÿÿ Name and describe the types of nonprobability sampling.ANS:ÿÿÿÿÿ 5.ÿÿ Name and describe the types of probability sampling.ANS: