Marketing Research, 8e (Burns/Bush)
Chapter 10 Determining the Size of a Sample
1) Determining the number of respondents in a particular sample is:
A) One of the simplest decisions in the marketing research process.
B) One of the most complex decisions in the marketing research process.
C) One of the least expensive decisions in the marketing research process.
D) One of the most time-consuming and complex decisions in the marketing research process.
2) There are two good reasons a marketing researcher should have a basic understanding of
sample size determination. One of those reasons is:
A) Bias toward sample sources.
B) Sample size bias.
C) Bias toward the use of offshore research resource.
D) Bias regarding the use of panel companies.
3) A marketing researcher should have a basic understanding of sample size determination
because:
A) Sample size determines the research outcome.
B) Sample size affects research efficiencies.
C) Sample size is often a major cost factor.
D) Sample size determines the provider of the sample.
4) The axiom regarding sample size and accuracy DOES NOT include which of the following?
A) A census is the only perfectly accurate sample.
B) A probability sample will always have some inaccuracy (sample error).
C) A probability sample size can be a very tiny percentage of the population size and still be very
accurate.
D) Increasing sample size increases the sample’s representativeness.
5) The most correct method of determining sample size is the confidence interval approach,
which applies the concepts of all of the following EXCEPT:
A) Accuracy (margin of sample error).
B) Variability.
C) Confidence interval to create a “correct” sample size.
D) Validity and value.
6) The most correct method of determining a sample size is:
A) Percentage of population.
B) All that can be afforded.
C) All that time will permit.
D) The confidence interval approach.
7) ________ pertains to all sources of error other than the sample selection method and sample
size, including problem specification mistakes, question bias, data recording errors, or incorrect
analysis.
A) Nonsampling error
B) Sample bias
C) Survey bias
D) Sampling error
8) The amount of dissimilarity in respondents‘ answers to a particular question is:
A) Variability.
B) Sampling error.
C) Invariability factor.
D) Dissimilarity gap.
9) The ________ is reflected in the spread of the distribution.
A) amount of the sample size
B) amount of variability
C) amount of the sample
D) amount of similarity
10) A ________ is a range whose endpoints define a certain percentage of the responses to a
question.
A) sample size
B) sample range
C) confidence interval
D) confidence endpoint
11) The ________ demonstrates how you can take any finding in the survey, replicate the survey
with a random sample of the same size, and be “very likely” to find the same finding within the
±% range of the original sample’s finding.
A) foundational theorem of statistics
B) fundamental theorem of arithmetic
C) law of large numbers
D) central limit theorem
12) In almost all cases, the margin of sample error of a random sample is ________ the size of
the population.
A) independent of
B) directly proportional to
C) related to
D) indirectly related to
13) To compute sample size, only three items are required. Of the following, which is NOT one
of the items used to compute a sample size:
A) Sample subjects.
B) Variability.
C) Acceptable sample error.
D) Confidence level.
14) The standard sample size formula is applicable if you are concerned with the ________ in
the survey, such as yes or no questions.
A) ordinally scaled questions
B) nominally scaled questions
C) random questions
D) specific sample size questions
15) Acceptable margin of sample error is the term e, which refers to:
A) the amount of survey error the researcher will permit to be associated with the sample.
B) the amount of research error the researcher will permit to be associated with the survey.
C) the amount of sample error the researcher will permit to be associated with the survey.
D) the amount of sample error the researcher will permit to be associated with the respondents.
16) With regard to variability, which of the following is true?
A) p is always less than q
B) q is always less than p
C) p+q=1.96
D) q=100%-p
17) When estimating a standard deviation, researchers may rely on prior knowledge of the
population (previous study), a pilot study, or:
A) Divide the range by 1,000.
B) Divide the range by a random number.
C) Divide the range by 8.
D) Divide the range by 6.
18) Consider that we have nominal data (responses are categorical) and the responses are “Yes”
or “No” to the question: “The next time you order pizza, will you use Domino’s?” Which of the
following sets of responses shows the MOST variability?
A) 55 percent say “Yes” and 45 percent say “No”
B) 90 percent say “Yes” and 10 percent say “No”
C) 70 percent say “Yes” and 30 percent say “No”
D) 60 percent say “Yes” and 40 percent say “No”
19) By estimating p to be other than 50%, the researcher can:
A) Reduce the sample size and save money.
B) Reduce the sample size and time to completion.
C) Increase efficiencies and lower costs.
D) Increase accuracy and time to completion.
20) Researchers can estimate variability in three ways. Which of the following is NOT one of the
three ways a researcher may estimate variability?
A) By examining research objectives against costs
B) By assuming maximum variability (p = 50%, q = 50%)
C) By seeking previous studies on the population
D) By conducting a small pilot study
21) Translated in terms of accuracy, ________ the marketing decision maker desires the estimate
to be, the larger must be the sample size.
A) the less accurate
B) the more accurate
C) the broader
D) the narrower
22) Marketing researchers often must help decision makers ________ of their requests for high
precision, expressed as acceptable sample error.
A) understand the economic and cost implications
B) understand the sample size implications
C) understand the respondent implications
D) understand the time constraint implications
23) ________ level of confidence is standard in sample size determination.
A) 90% or 95%
B) 99% or 100%
C) 95% or 99%
D) 90% or 100%
24) The size of a random sample depends on the client’s desired accuracy (acceptable margin of
sample error) balanced against:
A) The ability of the research firm to collect the data.
B) The time required to collect the proper data.
C) The research objectives.
D) The cost of data collection for that sample size.
25) A table that relates ________ is a useful tool when deciding on the survey sample size.
A) data collection cost and sample error
B) data collection and sample size
C) deadline to completion and sample size
D) research objectives to sample error
26) If the level of confidence (1.96 for 95 percent) is known, variability estimates, and the size of
a sample, there is a formula that allows us to determine:
A) Costs of the sample.
B) Size of the sample.
C) Representativeness of the sample.
D) Accuracy (sample error).
27) What method of determining sample size may take on the guise of a “percent rule of thumb”
statement regarding sample size?
A) The statistical approach
B) The arbitrary approach
C) The scientific approach
D) The non-arbitrary approach
28) Arbitrary sample sizes are simple and easy to apply, but:
A) They tend to need a professional researcher to implement.
B) They add more time for survey completion.
C) They are neither efficient nor economical.
D) Generally cannot be understood by marketing managers.
29) The ________ follows some customary way or number believed somehow to be the right
sample size.
A) arbitrary approach
B) customary approach
C) statistical approach
D) conventional approach
30) When determining sample size, the conventional approach would NOT be:
A) Five percent of the entire population.
B) The average of the sample sizes of similar studies.
C) The sample size of previous surveys.
D) The sample sizes normally reported in published reports.
31) The arbitrary and conventional sample size determination methods have a basic difference.
Of the following, which item best describes that basic difference?
A) The conventional approach has no defensible logic; arbitrary approach appears to have faulty
logic.
B) The arbitrary approach has no defensible logic; conventional approach appears logical but is
faulty.
C) The conventional approach doesn’t appear to be logical; arbitrary approach has defensible
logic.
D) The arbitrary approach has no defensible logic; conventional approach is logical, but is faulty.
32) Adopting past sample sizes or taking those used by other companies may not take into
consideration that:
A) The sample may be proprietary.
B) The research objectives are not the same.
C) The sample was flawed.
D) The research deadline was not the same.
33) The ________ ignores the circumstances surrounding the study at hand and may well prove
to be much more costly than would be the case if the sample size were determined correctly.
A) arbitrary approach
B) statistical analysis approach
C) variability approach
D) conventional approach
34) When a researcher wishes to perform a particular type of data analysis that has sample size
requirements, he or she may use what type of approach?
A) A statistical analysis approach
B) An arbitrary approach
C) A variability approach
D) A conventional approach
35) Sometimes a research objective is to perform subgroup analysis, which has direct
implications:
A) On statistical analysis techniques.
B) For sample size.
C) For survey cost.
D) For survey completion time.
36) The method that uses cost as an overriding basis for sample size is called:
A) The budget override approach.
B) The sample cost approach.
C) The “all you can afford” approach.
D) The minimum cost expenditure approach.
37) Focusing on budget factors especially in sample size specification:
A) Helps keep market research projects within budget.
B) Is an essential part of the marketing researcher manager’s duties.
C) Helps control scope creep in marketing research budgets.
D) Ignores the value of the survey’s results to management.
38) Marketing researchers and their clients cannot decide on sample size without taking cost into
consideration, however, the key is:
A) To remember when to consider cost.
B) To remember that budgets can be adjusted.
C) To understand the effect on research outcomes.
D) To understand sample sizes can be adjusted downward to accommodate cost.
39) Under normal circumstances, as the level of accuracy is increased, the sample size and the
cost of a marketing research survey will be affected in what way?
A) Sample size will increase but the cost will decrease.
B) Sample size and the cost of the survey will increase.
C) Sample size will decrease but the cost will increase.
D) Sample size will remain the same but the cost will increase.
40) As a general rule, a ________ situation is one in which the sample exceeds 5% of the total
population size.
A) subgroup population
B) large population
C) small population
D) group population
41) ________ is an adjustment factor that is approximately equal to the square root of that
proportion of the population not included in the sample.
A) A standard adjustment factor
B) Standard error
C) An infinite multiplier
D) A finite multiplier
42) With small populations, the ________ should be used to determine sample size.
A) finite multiplier
B) infinite multiplier
C) standard adjustment factor
D) standard correction factor
43) By applying the finite multiplier, it is possible to reduce the:
A) Population and achieve the same accuracy level.
B) Sample size or achieve the appropriate accuracy level.
C) Sample size and achieve the same accuracy level.
D) Accuracy level and maintain the same sample size.
44) Appropriate use of the finite multiplier formula will ________ when performing research on
small populations.
A) increase the calculated sample size and save money
B) reduce the sample but increase the cost
C) reduce the overall cost of the research
D) reduce a calculated sample size and save money