Marketing Research Essentials 8th Edition by Carl McDaniel Jr – Test Bank

Chapter 11: Basic Sampling Issues

Multiple Choice

1. Under what kind of sampling procedure must the researcher adhere closely to precise selection procedures to ensure that the results are projectable to the population under study?
a. nonprobability
b. non-random
c. probability
d. quota
e. none of the above

Ans: C
Difficulty: Medium
Response: See page 282
Ref: Developing a Sampling Plan
Learning Objective 11.2: To learn the steps in developing a sampling plan.

2. The process for obtaining information from a group is __________________.
a. a questionnaire
b. a survey
c. a measure
d. a sampling

Ans: D
Difficulty: Medium
Response: See page 278
Ref: The Concept of Sampling
Learning Objective 11.1: To understand the concept of sampling.

3. The key to making accurate predictions about the characteristics of a large population lies in the way_________________.
a. the questions are worded
b. the survey is compiled
c. the survey is evaluated
d. the population is sampled

Ans: D
Difficulty: Medium
Response: See page 278
Ref: The Concept of Sampling
Learning Objective 11.1: To understand the concept of sampling.

4. The first step in developing a sampling plan is ______________.
a. Identify a sampling frame
b. Select a sampling method
c. Determine a sample size
d. Define the population of interest

Ans: D
Response: See page 279
Ref: Step 1: Define the Population of Interest
Learning Objective 11.1: To understand the concept of sampling.

5. ________________ samples must be selected in such a way that every element of the population has a known and equal chance of being selected.
a. Cluster
b. Simple random
c. Convenience
d. Systematic random
e. Stratified random

Ans: B
Difficulty: Medium
Response: See page 287
Ref: Developing a Sampling Plan
Learning Objective 11.2: To learn the steps in developing a sampling plan.

6. _____________ is the total group of people from whom information is obtained.
a. Sample of interest
b. Census of interest
c. Population of interest
d. Subset of interest
e. The entire universe

Ans: C
Difficulty: Easy
Response: See page 278
Ref: Concept of Sampling
Learning Objective 11.1: To understand the concept of sampling.

7. Frequently, one of the first questions a survey asks is whether the respondent or anyone in the respondent’s immediate family works in marketing research, advertising or the product or service area at issue in the survey. These types of questions are called:
a. Sampling questions
b. Data questions
c. Security questions
d. Demographic questions

Ans: C
Difficulty: Medium
Response: See page 281
Ref: Step 1: Define the Population of Interest
Learning Objective 11.1: To understand the concept of sampling.

8. What do convenience, judgment, quota, and snowball samples have in common?
a. They can all be classified as nonprobability samples.
b. They can all be classified as probability samples.
c. They all use random number tables to generate samples.
d. If properly invoked, they all provide projectable results.
e. They utilize every nth element in the sample frame.

Ans: A
Difficulty: Medium
Response: See pages 284
Ref: Developing a Sampling Plan
Learning Objective 11.2: To learn the steps in developing a sampling plan.

9. The prevalence of unlisted numbers in the metropolitan areas of the western United States can lead researchers to use_________________ to make sure the company has a representative sample.
a. a sampling frame
b. probability samples
c. random-digit dialing
d. non of the above

Ans: C
Difficulty: Medium
Response: See page 281
Ref: Step 3: Identify a Sampling Frame
Learning Objective 11.1: To understand the concept of sampling.

10. Which of the following is a correct statement regarding probability samples?
a. The researcher can be sure of obtaining information from a representative cross section of the population of interest
b. Sampling error can be computed.
c. The survey results can be projected to the total population.
d. All of the above statements are correct.
e. None of the above are correct.

Ans: D
Difficulty: Medium
Response: See page 283
Ref: Developing a Sampling Plan