Marketing Research, 8e (Burns/Bush)
Chapter 9 Selecting the Sample
1) ________ is an entire group under study as specified by the objectives of the research project.
A) Study group
B) Population
C) Sample
D) Census
2) Managers tend to have a ________ definition of the population than do researchers.
A) less specific
B) more specific
C) broader
D) very precise
3) When a researcher performs an accounting of the complete population, it is called:
A) Population accounting.
B) Complete sampling.
C) A census.
D) Comprehensive accounting.
4) The most well known census is the U.S. census for which the target population is:
A) All households in the U.S..
B) A certain percentage of the U.S. population.
C) An equal number of people from each region of the U.S.
D) An equal percentage of people from each region of the U.S.
5) A subset of the population is:
A) A sample.
B) A sample unit.
C) A subpopulation.
D) A population.
6) ________ pertains to the basic level of investigation.
A) A sample
B) A sample unit
C) A subpopulation
D) A population
7) A ________ is a master source of sample units in the population.
A) master sample unit
B) master population
C) sample frame
D) master frame
8) Whenever a sample is taken, the survey will reflect:
A) The entire population.
B) Sample size.
C) The subpopulation.
D) Sampling error.
9) Using a sample versus taking a census is almost always preferred. Which of the following is
NOT an advantage of using a sample versus a census?
A) Ready access to respondents
B) Cost
C) Population size
D) Smaller datasets to analyze
10) Members of the population that represent probability samples are those:
A) Persons who can be found for survey purposes.
B) Persons who have a chance of being included in the sample.
C) Persons who have an unknown chance of being included in the sample.
D) Persons who are likely to have been sampled before.
11) The essence of a “known” probability rests in the ________ rather than in knowing the exact
size of the population.
A) sample size
B) population estimate
C) sampling method
D) survey method
12) With nonprobability methods there is no way to determine the probability even if the
population size is known because the:
A) Selection technique is objective.
B) Selection technique is uncertain
C) Selection technique is non-scientific.
D) Selection technique is subjective.
13) Of the following, which is NOT true of nonprobability samples?
A) Can compute the chances of any one population member being selected into the sample
B) Potential human error
C) Sometimes called “haphazard sampling”
D) Can be prone to subconscious biases
14) There are different types of probability sampling methods. Which of the following is NOT
one of those types?
A) Simple random sample
B) Simple targeted sample
C) Systematic sampling
D) Cluster sampling
15) The flipping of a coin to decide heads or tails, lottery numbers selected by numbered balls, a
roulette wheel in a casino, and a hand dealt in a poker game is an example of what type of
random sampling?
A) Complex random sampling
B) Random numbers method
C) Random device method
D) Gaming random method
16) A tractable and more sophisticated application of simple random sampling is to use
computer-generated numbers based on the concept of ________, which are numbers whose
chance nature is assured.
A) random devices
B) random objects
C) random targets
D) random numbers
17) Simple random sampling is an appealing sampling method simply because it embodies the
requirements necessary to obtain a:
A) Probability sample.
B) Quota sample.
C) Convenience sample.
D) Nonprobability sample.
18) The main disadvantage of using random number to draw a simple random sample is:
A) It requires an incomplete accounting of the population.
B) It requires a complete accounting of the population.
C) It requires a specific but incomplete accounting of the population.
D) It requires a specific targeted population.
19) ________, which is a way to select a random sample from a directory or list, is much more
efficient (uses less effort) than simple random sampling.
A) Non-systematic sampling
B) Convenience sampling
C) Systematic sampling
D) Quota sampling
20) The type of sampling method in which a sample frame is divided into groups, which are
highly similar to the others is:
A) Simple random sampling.
B) Systematic sampling.
C) Stratified sampling.
D) Cluster sampling.
21) Cluster sampling is desirable when:
A) Similar clusters can be easily identified.
B) Dissimilar clusters can be easily identified.
C) A non-group is identified.
D) Similar clusters are non-contiguous.
22) ________ is used when the researcher is working with a “skewed” population divided into
portions and wishes to achieve high statistical efficiency.
A) Simple random sampling
B) Stratified sampling
C) Systematic sampling
D) Cluster sampling
23) The greatest danger in cluster sampling is cluster specification error that occurs when the
clusters are:
A) Not homogeneous.
B) Heterogeneous.
C) Too homogeneous.
D) Too heterogeneous.
24) A stratified sample may require the calculation of ________ to achieve accuracy.
A) weighted mean
B) a mean
C) unweighted mean
D) weighted calculation
25) ________ is used when different strata are apparent in the population and each stratum is
randomly sampled.
A) Systematic sampling
B) Stratified sampling
C) Cluster sampling
D) Simple random sampling
26) What type of sampling method is selection not based on chance or randomness but based on
an inherently biased selection process?
A) Probability sampling
B) Stratified sampling
C) Nonprobability sampling
D) Cluster sampling
27) A busy pedestrian area or a shopping mall, as the sample frame from which to intercept
potential respondents, would represent what type of nonprobability sampling method?
A) Purposive sampling
B) Chain referral sampling
C) Quota sampling
D) Convenience sampling
28) When a researcher uses ________, sample frame error occurs in the form of members of the
population who are infrequent users or nonusers of that location.
A) convenience sampling
B) purposive sampling
C) chain referral sampling
D) quota sampling
29) When researcher uses his or her judgment or that of some other knowledgeable person to
identify who will be in the sample, he or she is using what type of nonprobability sampling
method?
A) Convenience sampling
B) Purposive sampling
C) Chain referral sampling
D) Quota sampling
30) The sampling method in which subjectivity and convenience are factors is:
A) Convenience sampling.
B) Chain referral sampling.
C) Purposive sampling.
D) Quota sampling.
31) When a researcher asks respondents for the names or identities of others like themselves who
might qualify to take part in the survey, they are using what type of sampling method?
A) Convenience sampling
B) Purposive sampling
C) Quota sampling
D) Chain referral sampling
32) While they rely heavily on social networks, referral samples are often useful in:
A) Industrial marketing research situations.
B) Consumer marketing research situations.
C) Entertainment marketing research situations.
D) Sports marketing research situations.
33) The sampling method in which the size of the sample portions is determined by the
researcher’s belief about the relative size of each class of respondent in the population is:
A) Quota sampling.
B) Convenience sampling.
C) Purposive sampling.
D) Chain referral sampling.
34) Which sampling method is used as a means of ensuring that convenience samples will have
the desired proportion of different respondent classes?
A) Convenience sampling
B) Quota sampling
C) Purposive sampling
D) Chain referral sampling
35) Which type of research method uses purposive sampling rather than probability sampling?
A) Secondary research
B) Surveys
C) Focus groups
D) Exploratory research
36) ________ are appropriate when researchers have a detailed demographic profile of the
population on which to base the sample.
A) Referral samples
B) Convenience samples
C) Purposive samples
D) Quota samples
37) A fine jeweler may require that the final sample is 75 percent female and 25 percent male
because they understand that the customer base is primarily female with a smaller percentage of
males. In this instance, a researcher would use which type of sampling method?
A) Quota sampling
B) Referral sampling
C) Convenience sampling
D) Purposive sampling
38) In ________, the selection of the place and, consequently, prospective respondents is
subjective rather than objective.
A) quota sampling
B) convenience sampling
C) referral sampling
D) purposive sampling
39) A research company performing a mall intercept study would be an example of the use of
what type of sampling method?
A) Quota sampling
B) Purposive sampling
C) Referral sampling
D) Convenience sampling
40) There are three types of online sampling methods. Of the following, which is NOT a type of
online sampling method?
A) Blue ocean samples
B) Online panels
C) River samples
D) List samples
41) Panel companies are especially adept at ________ because they have huge databases of
information regarding demographics, possessions, lifestyle, medical ailments, and so on that can
be used to select panel members to be survey respondents.
A) conducting large surveys
B) delivering targeted samples
C) reaching social media enthusiasts
D) executing complex surveys
42) The use of banners, pop-ups, or other online devices that invite website visitors to take part
in the survey are indicative of what type of sampling method?
A) Blue ocean samples
B) Online panels
C) River samples
D) List samples
43) ________ are those purchased or otherwise procured from someone or some company that
has compiled email addresses of opt-in members of the population of interest.
A) Blue ocean samples
B) Online panels
C) River samples
D) List samples