Chap11 - for testing what you have studied in chapter 11 PDF

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Marketing Research: An Applied Orientation, 6e (Malhotra) Chapter 11 Sampling: Design and Procedures 1) The inferences that link sample characteristics and population parameters are estimation procedures and tests of hypotheses. Answer: TRUE Diff: 3 Page Ref: 339 LO : 1 2) A census can greatly decrease nonsampling error. Answer: FALSE Diff: 2 Page Ref: 339 LO : 1 3) It is not always possible to reduce nonsampling error sufficiently to compensate for sampling error. Answer: TRUE Diff: 2 Page Ref: 339 AACSB: Reflective Thinking LO : 1 4) Examples of a sampling frame include the telephone book, an association directory, a city directory, or a map. Answer: TRUE Diff: 2 Page Ref: 341 AACSB: Reflective Thinking LO : 2 5) The Bayesian approach to sampling is theoretically appealing, however, it is not widely used in marketing research because much of the required information on costs and probabilities is not available. Answer: TRUE Diff: 3 Page Ref: 341 AACSB: Reflective Thinking LO : 2 6) The statistical distinction between sampling with replacement and sampling without replacement is important only when the sampling frame is not large compared to the sample size. Answer: TRUE Diff: 3 Page Ref: 342 AACSB: Reflective Thinking LO : 2

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7) 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. Answer: TRUE Diff: 2 Page Ref: 342 AACSB: Reflective Thinking LO : 2 8) The larger the sample, the greater the gain in precision by increasing the sample size by one unit. Answer: FALSE Diff: 2 Page Ref: 342 AACSB: Reflective Thinking LO : 2 9) Sample size is influenced by the average size of samples in similar studies. Answer: TRUE Diff: 2 Page Ref: 342 LO : 2 10) Nonprobability samples do not allow for objective evaluation of the precision of the sample results. Answer: TRUE Diff: 2 Page Ref: 344 LO : 3 11) Every potential nonprobability sample needs to have the same probability of selection. Answer: FALSE Diff: 2 Page Ref: 344-345 LO : 3 12) Confidence intervals, which contain the true population value with a given level of certainty, can be calculated from nonprobability samples. Answer: FALSE Diff: 3 Page Ref: 344-345 AACSB: Analytic Skills LO : 3 13) Convenience sampling is the least expensive and least time consuming of all sampling techniques. Answer: TRUE Diff: 2 Page Ref: 345 LO : 4

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14) The second stage in quota sampling is to develop the control categories, or quotas, of population elements. Answer: FALSE Diff: 2 Page Ref: 348 LO : 4 15) Quota sampling ensures that the composition of the sample is the same as the composition of the population with respect to the characteristics of interest. Answer: TRUE Diff: 1 Page Ref: 348 LO : 4 16) Quota sampling permits assessment of sampling error. Answer: FALSE Diff: 2 Page Ref: 348 LO : 4 17) Probability sampling is used to select the initial respondents for snowball sampling. Answer: TRUE Diff: 3 Page Ref: 349 LO : 4 18) Sampling efficiency is a concept that reflects a tradeoff between sampling cost and precision. Answer: TRUE Diff: 2 Page Ref: 350 LO : 5 19) In simple random sampling, each element in the population has a known and equal probability of selection. Answer: TRUE Diff: 2 Page Ref: 350 LO : 5 20) Systematic sampling is different from simple random sampling in that only the permissible samples of size n that can be drawn have a known and equal probability of selection. The remaining samples of size n have zero probability of being selected. Answer: TRUE Diff: 3 Page Ref: 351 AACSB: Analytic Skills LO : 5 21) For simple random sampling, the researcher assumes that the population elements are ordered in some respect Answer: FALSE Diff: 2 Page Ref: 350-351 LO : 5

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22) When conducting stratified sampling only simple random sampling should be employed in selecting the elements from each stratum. Answer: TRUE Diff: 3 Page Ref: 352-353 LO : 5 23) Stratified sampling differs from quota sampling in that the sample elements are selected probabilistically rather than based on convenience or judgment. Answer: TRUE Diff: 2 Page Ref: 352-353 AACSB: Analytic Skills LO : 5 24) The elements within a stratum should be as heterogeneous as possible, but the elements in different strata should be as homogeneous as possible. Answer: FALSE Diff: 3 Page Ref: 352-353 AACSB: Analytic Skills LO : 5 25) The number of strata to use is a matter of judgment, but experience suggests the use of no more than eight. Answer: FALSE Diff: 2 Page Ref: 352-353 LO : 5 26) The logic behind proportionate sampling is simple. Strata with larger relative sizes are more influential in determining the population mean, and these strata should also exert a greater influence in deriving the sample estimates. Answer: FALSE Diff: 3 Page Ref: 352-353 AACSB: Analytic Skills LO : 5 27) A common form of cluster sampling is area sampling, in which the clusters consist of geographic areas such as counties, housing tracts, or blocks. Answer: TRUE Diff: 1 Page Ref: 353-355 LO : 5 28) A major issue related to Internet sampling is representativeness because of lack of computer ownership and Internet access in many households in the United States. Answer: TRUE Diff: 1 Page Ref: 359-361 AACSB: Use of IT LO : 9

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29) To avoid sampling errors, the Internet researcher must be able to control the pool from which respondents are selected. Answer: TRUE Diff: 2 Page Ref: 359-361 AACSB: Use of IT LO : 9 30) The online recruited Internet sampling technique can be further classified as convenience or judgment. Answer: FALSE Diff: 2 Page Ref: 359-361 AACSB: Use of IT LO : 9 31) Only the nonprobability sampling techniques can be implemented using both types of Internet panels. Answer: FALSE Diff: 2 Page Ref: 359-361 AACSB: Use of IT LO : 9 32) Sampling techniques and procedures vary in accuracy, reliability, and cost from country to country. Answer: TRUE Diff: 1 Page Ref: 361-362 AACSB: Multicultural and Diversity LO : 7 33) If the same sampling procedures are used in each country, the results should be comparable. Answer: FALSE Diff: 1 Page Ref: 361-362 AACSB: Multicultural and Diversity LO : 7 34) The researcher has an ethical responsibility to the client to develop a sampling design that is appropriate for controlling the sampling and nonsampling errors. Answer: TRUE Diff: 2 Page Ref: 362-363 AACSB: Ethical Reasoning LO : 8 35) It is ok to treat nonprobability samples as probability samples and to project the results to a target population. Answer: FALSE Diff: 2 Page Ref: 358 AACSB: Analytic Skills LO : 6 5 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

36) The researcher has the ethical obligation to protect the identities of the respondents, even if it means limiting the level of sampling detail that is reported to the client and other parties. Answer: TRUE Diff: 2 Page Ref: 362-363 AACSB: Ethical Reasoning LO : 8 37) There are several basic questions involved in sampling design. "Should a sample be taken? If so, what process should be followed?" are two such questions. Which of the following questions is also involved in sampling design? A) What kind of sample should be taken? B) How large should the sample be? C) What can be done to control and adjust for nonresponse errors? D) All of the above are correct. Answer: D Diff: 3 Page Ref: 317 AACSB: Reflective Thinking LO : 2 38) The aggregate of all the elements, sharing some common set of characteristics, that comprises the universe for the purpose of the marketing problem is the ________. A) population B) sampling frame C) element D) census Answer: A Diff: 2 Page Ref: 318 LO : 2 39) A complete enumeration of the elements of a population or study objects is a ________. A) population B) target population C) element D) census Answer: D Diff: 1 Page Ref: 319 LO : 2 40) A subgroup of the elements of the population selected for participation in the study is a ________. A) judgmental sample B) sample C) sampling unit D) sampling frame Answer: B Diff: 2 Page Ref: 319 LO : 2 6 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall

41) Which of the following conditions does not favor the use of a census (Table 11.1 in the text)? A) There is high variance in the characteristic to be measured. B) The cost of nonsampling errors is low. C) The population is large. D) The cost of sampling errors is high. Answer: C Diff: 3 Page Ref: 319 AACSB: Reflective Thinking LO : 2 42) Which of the following conditions does not favor the use of a sample (Table 11.1 in the text)? A) There are budget and time limit constraints. B) The population is large. C) The cost of nonsampling errors is high. D) The cost of sampling errors is high. Answer: D Diff: 3 Page Ref: 319 AACSB: Reflective Thinking LO : 2 43) The collection of elements or objects that possess the information sought by the researcher and about which inferences are to be made is a ________. A) population B) target population C) element D) census Answer: B Diff: 2 Page Ref: 340 LO : 2 44) The object that possesses the information sought by the researcher and about which inferences are to be made is a ________. A) population B) target population C) element D) census Answer: C Diff: 3 Page Ref: 340 LO : 2

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45) The basic unit containing the elements of the population to be sampled is the ________. A) judgmental sample B) sample C) sampling unit D) sampling frame Answer: C Diff: 2 Page Ref: 340 LO : 2 46) Which statement is correct about defining the target population? A) Imprecise definition of the target population will result in research that is ineffective at best and misleading at worst. B) Defining the target population involves translating the problem definition into a precise statement of who should and should not be included in the sample. C) The target population should be defined in terms of elements, sampling units, extent, and time. D) All of the above statements are true. Answer: D Diff: 2 Page Ref: 340 AACSB: Reflective Thinking LO : 2 47) The target population should be defined in terms of all of the following except ________. A) sampling units B) extent C) time D) size Answer: D Diff: 3 Page Ref: 340 AACSB: Reflective Thinking LO : 2 48) The target population for the department store project was defined as "male or female head of household responsible for most of the shopping at department stores in metro Atlanta in 2009." "Metro Atlanta" is what part of the target population definition? A) elements B) sampling unit C) extent D) time Answer: C Diff: 2 Page Ref: 340 AACSB: Reflective Thinking LO : 2

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49) The target population for the department store project was defined as "male or female head of household responsible for most of the shopping at department stores in metro Atlanta in 2009." "Male or female head of household responsible for most of the shopping at department stores" is what part of the target population definition? A) elements B) sampling unit C) extent D) time Answer: A Diff: 2 Page Ref: 340 AACSB: Reflective Thinking LO : 2 50) A representation of the elements of the target population consisting of a list or set of directions for identifying the target population is a ________. A) judgmental sample B) sample C) sampling unit D) sampling frame Answer: D Diff: 2 Page Ref: 340 LO : 2 51) Decisions concerning whether to use a Bayesian or traditional sampling approach, to sample with or without replacement, and to use nonprobability or probability sampling pertain to which step in the sampling design process (Figure 11.1 in the text)? A) Determine the sampling frame. B) Select a sampling technique(s). C) Determine the sample size. D) Execute the sampling process. Answer: B Diff: 3 Page Ref: 341 AACSB: Analytic Skills LO : 2 52) ________ is a selection method where the elements are selected sequentially. It explicitly incorporates prior information about population parameters as well as the costs and probabilities associated with making wrong decisions. A) Bayesian approach B) Sampling with replacement C) Sampling without replacement D) Simple random sampling Answer: A Diff: 2 Page Ref: 341 AACSB: Analytic Skills LO : 2

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53) ________ is a sampling technique in which an element cannot be included in the sample more than once. A) Bayesian approach B) Sampling with replacement C) Sampling without replacement D) Simple random sampling Answer: C Diff: 1 Page Ref: 342 LO : 2 54) If the researcher is concerned about the number of variables, the nature of the analysis, and completion rates, then, he/she is at which stage of the sampling design process (Figure 11.1 in the text)? A) Determine the sampling frame. B) Select a sampling technique(s). C) Determine the sample size. D) Execute the sampling process. Answer: C Diff: 3 Page Ref: 342 AACSB: Analytic Skills LO : 2 55) The sample size decision should be guided by certain qualitative considerations. Which of the following is not one of those considerations? A) the resource constraints B) the average size of samples in similar studies C) the sampling technique to be used D) the nature of the results Answer: D Diff: 3 Page Ref: 342 AACSB: Reflective Thinking LO : 2 56) ________ requires a detailed specification of how the sampling design decisions with respect to the population, sampling frame, sampling unit, sampling techniques, and sample size are to be implemented. A) Determination of the sampling frame B) Selection of a sampling technique(s) C) Determination of the sample size D) Execution of the sampling process Answer: D Diff: 3 Page Ref: 343 LO : 2

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57) ________ is a sampling procedure in which each element of the population has a fixed probabilistic chance of being selected for the sample. A) Nonprobability sampling B) Probability sampling C) Convenience sampling D) Judgmental sampling Answer: B Diff: 2 Page Ref: 344-345 LO : 3 58) ________ attempts to obtain a sample of convenient elements. The selection of sampling units is left primarily to the interviewer. A) Nonprobability sampling B) Probability sampling C) Convenience sampling D) Judgmental sampling Answer: C Diff: 1 Page Ref: 345 LO : 4 59) ________ is a form of convenience sampling in which the population elements are selected based on the judgment of the researcher. A) Nonprobability sampling B) Probability sampling C) Convenience sampling D) Judgmental sampling Answer: D Diff: 1 Page Ref: 347 LO : 4 60) ________ does not allow direct generalizations to a specific population, usually because the population is not defined explicitly. A) Snowball sampling B) Judgmental sampling C) Convenience sampling D) Simple random sampling Answer: B Diff: 3 Page Ref: 347 LO : 4

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61) Which statement is not true about judgmental sampling? A) It does not allow direct generalizations to a specific population. B) It may be useful if broad population inferences are not required. C) Each population element has a known and equal probability of selection. D) An extension of the technique involves the use of quotas. Answer: C Diff: 3 Page Ref: 347 AACSB: Analytic Skills LO : 4 62) Which of the following statements is not true about quota sampling? A) There is no assurance that the sample is representative. B) Many sources of selection bias are potentially present. C) Under certain conditions, quota sampling obtains results close to those for conventional probability sampling. D) An important decision involves the use of proportionate or disproportionate sampling. Answer: D Diff: 3 Page Ref: 347 AACSB: Analytic Skills LO : 4 63) Which of the following statements is true about snowball sampling? A) In snowball sampling a decision rule is used to indicate whether sampling should be continued or whether enough information has been obtained. B) Snowball sampling is used in industrial buyer-seller research to identify buyer-seller pairs. C) In snowball sampling an initial group of respondents is selected, usually at random. D) Both B and C are true. Answer: D Diff: 3 Page Ref: 349 AACSB: Analytic Skills LO : 4 64) All of the following statements are true about snowball sampling except ________. A) snowball sampling can result in samples that are very large or spread over large geographic areas, thus increasing the time and cost of data collection B) a major objective of snowball sampling is to estimate characteristics that are rare in the population C) the major advantage of snowball sampling is that it substantially increases the likelihood of locating the desired characteristics in the population D) snowball sampling results in relatively low sampling variance and costs Answer: A Diff: 3 Page Ref: 349 AACSB: Analytic Skills LO : 4

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65) The major advantage of ________ is that it substantially increases the likelihood of locating the desired characteristic in the population. A) snowball sampling B) quota sampling C) judgmental sampling D) convenience sampling Answer: A Diff: 3 Page Ref: 349 LO : 4 66) The efficiency of a probability sampling technique may be assessed by comparing it to that of ________. A) nonprobability sampling B) systematic sampling C) simple random sampling D) stratified sampling Answer: C Diff: 3 Page Ref: 350 LO : 5 67) ________ is a probability sampling technique in which each element in the population has a known and equal probability of selection. Every element is selected independently of every other element and the sample is drawn by a random procedure from a sampling frame. A) Stratified sampling B) Simple random sampling C) Systematic sampling D) Cluster sampling Answer: B Diff: 2 Page Ref: 350-351 AACSB: Analytic Skills LO : 5 68) The ________ method is equivalent to a lottery system in which names are placed in a container, the container is shaken, and the names of the winners are then drawn out in an unbiased manner. A) nonprobability sampling B) systematic sampling C) simple random sampling D) stratified sampling Answer: C Diff: 2 Page Ref: 350-351 AACSB: Analytic Skills LO : 5

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69) All of the following statements are limitations of simple random sampling except ________. A) it is often difficult to construct a sampling frame that will permit a simple random sample to be drawn B) simple random sampling often results in lower precision with larger standard errors than other probability sampling techniques C) simple random sampling may or may not result in a representative sample D) the sample results may be projected to the target population Answer: D Diff: 2 Page Ref: 350-351 AACSB: Analytic Skills LO : 5 70) ________ is 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. A) Stratified sampling B) Simple random sampling C) Systematic sampling D) Cluster sampling Answer: C Diff: 2 Page Ref: 351-352 AACSB: Analytic Skills LO : 5 71) Systematic sampling is similar to simple random sampling. Which of the statements below about systematic sampling does not relate to the systematic sampling and simple random sampling similarity? A) Each population element has a known and equal probability of selection. B) If the population elements are arranged in a manner unrelated to the characteristic to interest, systematic sampling will yield results q...