44) The ________ is a definite sequence of steps which the researcher goes through to draw and
ultimately arrive at the final sample.
A) sample plan
B) sample method
C) sample technique
D) sample objective
45) Of the following, which is NOT a step in creating a sample plan:
A) Define the population.
B) Establish the research objective.
C) Decide on the sample method.
D) Draw the sample.
46) Inspecting some relevant characteristics of the sample (such as distribution of males and
females, age ranges, etc.) to judge how well it matches the known distribution of these
characteristics in the population is known as:
A) Obtaining the sample frame.
B) Defining the sample population.
C) Validating the sample.
D) Drawing the sample.
47) Managers tend to have a less specific definition of the population than do researchers
because the researcher must use the description of the population precisely, whereas the manager
uses it in a more general way.
48) There are no impracticalities associated with a census, particularly when you think about
target markets encompassing millions of consumers.
49) The difficulties encountered by U.S. census takers are identical to those encountered in
marketing research.
50) A sample unit is a subset of the population that suitably represents that entire group.
51) A sample is the basic level of investigation.
52) The sample and sample unit exist within the area called the sample frame.
53) A sample frame is not a master source of sample units in the population.
54) A sample frame invariably contains sample frame error, which is the degree to which the
sample frame fails to account for all of the population.
55) Whenever a sample is taken, the survey will reflect sampling error.
56) Sampling error is caused by two factors, which include the sample definition and the
sampling technique.
57) There are at least two general reasons why a sample is almost always more desirable than a
census, which include the expense and the difficulty of analyzing very large datasets.
58) It is not possible to obtain precision or accuracy with surprisingly small samples.
59) Probability samples are samples in which members of the population have a known chance
of being selected into the sample.
60) Nonprobability samples are samples where the chances (probability) of selecting members
from the population into the sample are known.
61) The terms known and unknown are misleading; to calculate a precise probability, one would
need to know the exact size of the population, and it is impossible to know the exact size of the
population in most marketing research studies.
62) With simple random sampling, the probability of being selected into the sample is unequal
for all members of the population.
63) The random device method involves using an apparatus or a procedure to ensure that every
member of the population has the same chance of being selected into the sample.
64) Although scientifically sound, systematic sampling does not accomplish the same end as
simple random sampling, and is less efficient.
65) Cluster sampling is desirable when highly similar groups can be easily identified, such as
subdivisions spread across a wide geographic area.
66) Cluster sampling is better suited than other probability sampling methods for populations
that are not distributed in a bell-shaped pattern.
67) Computer programs can be designed to generate numbers without any systematic sequence
to the numbers whatsoever. This describes the random numbers method.
68) To use systematic sampling, it is not necessary to have a complete listing of the population.
69) In systematic sampling, the researcher decides on a skip interval, which is calculated by
dividing the number of names on the list by the sample size.
70) Systematic sampling is probability sampling because it employs a non-random starting point,
which ensures there is sufficient randomness in the systematic sample to approximate an equal
probability of any member of the population being selected into the sample.
71) Systematic sampling is more efficient than simple random sampling because only one or a
very few random numbers need to be drawn at the beginning.
72) Area sampling is a form of cluster sampling and uses a two or three-step approach.
73) A skewed population has a long tail on one side and a short tail on the opposite end, and
deviates greatly from the bell-shaped distribution that is assumed to be the case in the use of
simple random, systematic, or cluster sampling.
74) Stratified sampling results in a more accurate overall sample by allowing for explicit analysis
of each stratum and by allowing the estimation of the overall sample mean by use of a weighted
measure.
75) The simple random sampling method does not guarantee that every member of the
population has an equal chance of being selected into the sample; therefore, the resulting sample,
no matter what the size, will not be a valid representation of the population.
76) There are two practical applications in which simple random sample designs are employed
quite successfully: random digit dialing and computer-based random samples.
77) With a nonprobability sample, the researcher has some savings in cost and/or time but at the
expense of using a sample that is not truly representative of the population.
78) Convenience samples can be seriously misleading since with nonprobability sampling, there
is a good possibility that non-representative sample units will be selected.
79) Systematic sampling can be applied with less difficulty and accomplished in a shorter time
than can simple random sampling
80) Despite some advantages, systematic sampling does not have the potential to create a sample
in quality to samples created from simple random sampling.
81) With probability sampling methods, some members of the population do not have any
chance of being included in the sample.
82) Purposive samples, sometimes called judgment samples or exemplar samples, are highly
subjective and, therefore, prone to much error.
83) Chain referral samples are not appropriate when there is a limited or disappointingly short
sample frame and when respondents can provide the names of others who would qualify for the
survey.
84) When a researcher specifies percentages of the total sample for various types of individuals
to be interviewed and selects them via nonprobability sampling, it is termed a quota sample.
85) Even when done conscientiously and with a firm understanding of the population’s
characteristics, quota sampling cannot rival probability sampling in the minds of researchers.
86) Sample frame error in convenience sampling occurs in the form of members of the
population who are infrequent users or nonusers of that location.
87) In quota sampling, members of the population who are less well known or disliked or whose
opinions conflict with the selected respondents have a low probability of being selected.
88) It is important to understand how the online sampling method in question works and to
interpret the sampling procedure correctly with respect to basic sampling concepts
89) Online panel samples are popular, and there are almost no concerns about the true
representativeness of samples provided by panel companies because their sample frames are
nearly perfect.
90) In river samples, the “river” is the steady stream of website visitors, and these invitations
figuratively dip respondents out of the Internet river.
91) In an email list sample, the master source list is the sample frame, so if the list company has
been diligent, the email list sample will be a good representation of the population.
92) Creating a precise description of the group under investigation using demographics, buyer
behavior, or other relevant constructs is the first step in creating a sample plan.
93) Sample frame, sample frame error, and sample error are basic concepts in sampling. Briefly
define and describe each of these concepts.
94) Discuss the reasons that taking a sample is almost always desirable over taking a census.
95) Define probability and nonprobability sampling. What are the advantages and disadvantages
of each?
96) Describe the four probability sampling methods in which there is a known chance of a
member of the population being selected into the sample.
97) What is a skewed population? How does stratified sampling work with skewed populations?
98) Name and describe the four basic nonprobability sampling methods that contain bias because
all members of the population do not have a fair chance of being selected into the sample.
99) Sampling for Internet surveys poses special opportunities and challenges, but most of these
issues can be addressed in the context of our probability and nonprobability sampling concepts.
Describe the three main types of sampling used in Internet surveying.
100) There are six steps and actions to defining a sample plan: 1. define the relevant population,
2. obtain a sample frame, 3. decide on the sample method, 4. decide on the sample size, 5. draw
the sample, and 6. validate the sample. Thoroughly define and describe what is contained in each
step. Which steps are the most critical and why?