Document Type

Test Prep

Book Title

Basic Marketing Research 9th Edition

Authors

Gilbert A. Churchill, Tom J. Brown, Tracy A. Suter

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Page 32

a.

Simple random sample

b.

Systematic sample

c.

Judgment sample

d.

Convenience sample

e.

Quota sample

ANSWER:

c

RATIONALE:

This is an example of judgement sampling. See 14-3: Selecting a Sampling Procedure.

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Apply

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.03 - List the primary types of nonprobability samples.

DATE CREATED:

7/31/2017 6:31 AM

DATE MODIFIED:

7/31/2017 6:34 AM

75. If a newspaper editor asks a reporter to interview thirty males and thirty females from each of three geographical

areas of a particular city for a prospective story, what type of sampling procedure is being used?

a.

Simple random sample

b.

Convenience sample

c.

Quota sample

d.

Systematic sample

e.

Stratified sample

ANSWER:

c

RATIONALE:

This is an example of a quota sample. See 14-3: Selecting a Sampling Procedure.

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Apply

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.03 - List the primary types of nonprobability samples.

DATE CREATED:

7/31/2017 6:34 AM

DATE MODIFIED:

7/31/2017 6:35 AM

76. In practice, simple random sampling should be strongly considered

a.

if the population is small and can be numbered easily.

b.

in telephone surveys where random digit dialing programs may be used to generate numbers.

c.

when population units are stored in an electronic file allowing computer programs to randomly select the

sample.

d.

All of these are situations that allow for the practical application of simple random sampling.

e.

None of the situations allow the practical application of simple random sampling.

ANSWER:

d

RATIONALE:

All of these are situations that allow for the practical application of simple random

sampling. See 14-3: Selecting a Sampling Procedure.

Copyright Cengage Learning. Powered by Cognero.

Page 33

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Understand

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.04 - List the primary types of probability samples.

DATE CREATED:

7/31/2017 6:36 AM

DATE MODIFIED:

7/31/2017 6:38 AM

77. If you have five friends who tell you they all have had a great experience with their purchase of a Chevrolet and you

used this evidence to decide to buy a Chevrolet, you would be using

a.

consumer self-report and evaluation.

b.

statistics.

c.

inference.

d.

independent judgment.

e.

None of these are correct.

ANSWER:

c

RATIONALE:

This is using inference. See 14-3: Selecting a Sampling Procedure.

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Apply

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.04 - List the primary types of probability samples.

DATE CREATED:

7/31/2017 6:38 AM

DATE MODIFIED:

7/31/2017 6:40 AM

78. The PGA conducts a study in which they use a simple random sample of 600 golfers. They examine the data from the

sample and calculate that 28% of them own golf clubs made in the USA. The 28% is the

a.

average handicap of these golfers.

b.

sample statistic.

c.

population mean for all golfers.

d.

population parameter.

e.

None of these are correct.

ANSWER:

b

RATIONALE:

The 28% is the sample statistic. See 14-3: Selecting a Sampling Procedure.

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Apply

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.04 - List the primary types of probability samples.

DATE CREATED:

7/31/2017 6:40 AM

DATE MODIFIED:

7/31/2017 6:41 AM

Copyright Cengage Learning. Powered by Cognero.

Page 34

79. Jane Doe wants to administer a short survey on "student driving habits" to a representative sample of students at

the local university. She secured a list of students from the student directory. She as-signed each student a unique

number and then used a random number table to select her sample. Jane Doe is most likely using a

a.

quota sample technique.

b.

probability sampling technique.

c.

cluster sample technique.

d.

statistical inference.

e.

judgment sampling technique.

ANSWER:

b

RATIONALE:

This is an example of a probability sampling technique. See 14-3: Selecting a Sampling

Procedure.

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Apply

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.04 - List the primary types of probability samples.

DATE CREATED:

7/31/2017 6:42 AM

DATE MODIFIED:

7/31/2017 6:43 AM

80. If we were to ask college students, "To what extent do they value a college degree?", which type of sample plan

would be most appropriate?

a.

Any probability sampling plan would be useful.

b.

A stratified sample because we would expect the answers to vary by strata: freshmen, sophomore, junior,

and senior.

c.

A cluster sample because we would expect the answers to vary by cluster: freshmen, sophomore, junior, and

senior.

d.

An area sample because we would expect the answers to vary by area: freshmen, sophomore, junior, and

senior.

e.

None of these would be appropriate. In fact, it would be best to use a nonprobability sampling technique.

ANSWER:

b

RATIONALE:

A stratified sample because we would expect the answers to vary by strata: freshmen,

sophomore, junior, and senior. See 14-3: Selecting a Sampling Procedure.

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Apply

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.04 - List the primary types of probability samples.

DATE CREATED:

7/31/2017 6:51 AM

DATE MODIFIED:

7/31/2017 6:53 AM

81. Calculation of the sampling interval is important in which sampling plan?

a.

Simple random sample

b.

Systematic sample

Copyright Cengage Learning. Powered by Cognero.

Page 35

c.

"Skip" sample

d.

Cluster sample

e.

Convenient sample

ANSWER:

b

RATIONALE:

This describes a systematic sample. See 14-3: Selecting a Sampling Procedure.

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Understand

QUESTION TYPE:

Multiple Choice

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.04 - List the primary types of probability samples.

DATE CREATED:

7/31/2017 6:54 AM

DATE MODIFIED:

7/31/2017 6:55 AM

82. In general, populations that are larger in number are easier to locate.

a.

True

b.

False

ANSWER:

True

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Understand

QUESTION TYPE:

True / False

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.01 - Explain the difference between a parameter and a statistic.

DATE CREATED:

7/31/2017 6:55 AM

DATE MODIFIED:

7/31/2017 6:57 AM

83. Many online panels in use today are essentially large quota samples.

a.

True

b.

False

ANSWER:

True

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Understand

QUESTION TYPE:

True / False

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.01 - Explain the difference between a parameter and a statistic.

DATE CREATED:

7/31/2017 6:57 AM

DATE MODIFIED:

7/31/2017 6:58 AM

84. The goal with cluster sampling is to have clusters that are as homogeneous as possible.

a.

True

b.

False

ANSWER:

False

POINTS:

1

Copyright Cengage Learning. Powered by Cognero.

Page 36

DIFFICULTY:

Easy

REFERENCES:

Understand

QUESTION TYPE:

True / False

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.04 - List the primary types of probability samples.

DATE CREATED:

7/31/2017 6:58 AM

DATE MODIFIED:

7/31/2017 6:59 AM

85. In stratified sampling, a sample of population units is randomly selected from each stratum of the population.

a.

True

b.

False

ANSWER:

True

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Understand

QUESTION TYPE:

True / False

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.04 - List the primary types of probability samples.

DATE CREATED:

7/31/2017 7:00 AM

DATE MODIFIED:

7/31/2017 7:01 AM

86. Cluster sampling is limited to situations in which a sampling frame of population units is not readily available.

a.

True

b.

False

ANSWER:

False

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Understand

QUESTION TYPE:

True / False

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.04 - List the primary types of probability samples.

DATE CREATED:

7/31/2017 7:01 AM

DATE MODIFIED:

7/31/2017 7:02 AM

87. Nonprobability sampling is an objective procedure in which the probability of selection for the population units can

be determined.

a.

True

b.

False

ANSWER:

False

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Understand

QUESTION TYPE:

True / False

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.03 - List the primary types of nonprobability samples.

Copyright Cengage Learning. Powered by Cognero.

Page 37

DATE CREATED:

7/31/2017 7:03 AM

DATE MODIFIED:

7/31/2017 7:04 AM

88. Andy was a senior in college majoring in marketing. He received a call to participate in a survey on behalf of a

company that was targeting graduating seniors. At the end of the survey, Andy was asked for the name of a friend who

was also a senior in marketing. This is an example of a "snowball" sample.

a.

True

b.

False

ANSWER:

True

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Understand

QUESTION TYPE:

True / False

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.04 - List the primary types of probability samples.

DATE CREATED:

7/31/2017 7:04 AM

DATE MODIFIED:

7/31/2017 7:05 AM

89. In simple random sampling, every population unit has an equal chance of being chosen.

a.

True

b.

False

ANSWER:

True

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Understand

QUESTION TYPE:

True / False

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.04 - List the primary types of probability samples.

DATE CREATED:

7/31/2017 7:05 AM

DATE MODIFIED:

7/31/2017 7:06 AM

90. An advantage of area samples is that the people who live in the same area often share many characteristics.

a.

True

b.

False

ANSWER:

False

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Understand

QUESTION TYPE:

True / False

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.04 - List the primary types of probability samples.

DATE CREATED:

7/31/2017 7:51 AM

DATE MODIFIED:

7/31/2017 7:52 AM

91. With a given precision range, the amount of confidence is indirectly related to the size of the sample.

a.

True

Copyright Cengage Learning. Powered by Cognero.

Page 38

b.

False

ANSWER:

False

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Understand

QUESTION TYPE:

True / False

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.07 - Explain the relationship between population size and sample size.

DATE CREATED:

7/31/2017 7:52 AM

DATE MODIFIED:

7/31/2017 7:53 AM

92. A researcher cannot pinpoint the actual average family income in a city unless he conducts a census study.

a.

True

b.

False

ANSWER:

True

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Understand

QUESTION TYPE:

True / False

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.01 - Explain the difference between a parameter and a statistic.

DATE CREATED:

7/31/2017 7:54 AM

DATE MODIFIED:

7/31/2017 7:55 AM

93. A population is a subset of elements from a larger group of objects.

a.

True

b.

False

ANSWER:

False

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Understand

QUESTION TYPE:

True / False

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.01 - Explain the difference between a parameter and a statistic.

DATE CREATED:

7/31/2017 7:55 AM

DATE MODIFIED:

7/31/2017 7:56 AM

94. A sample in which each target population element has a known, nonzero chance of being included in the sample is

called a probability sample.

a.

True

b.

False

ANSWER:

True

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Understand

Copyright Cengage Learning. Powered by Cognero.

Page 39

QUESTION TYPE:

True / False

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.04 - List the primary types of probability samples.

DATE CREATED:

7/31/2017 7:57 AM

DATE MODIFIED:

7/31/2017 7:58 AM

95. Drawing a simple random sample depends mainly on having a good sampling frame.

a.

True

b.

False

ANSWER:

True

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Understand

QUESTION TYPE:

True / False

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.01 - Explain the difference between a parameter and a statistic.

DATE CREATED:

7/31/2017 7:58 AM

DATE MODIFIED:

7/31/2017 7:59 AM

96. A snowball sample is a form of cluster sampling in which areas such as census tracts or blocks serve as the primary

sampling units.

a.

True

b.

False

ANSWER:

False

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Understand

QUESTION TYPE:

True / False

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.04 - List the primary types of probability samples.

DATE CREATED:

7/31/2017 7:59 AM

DATE MODIFIED:

7/31/2017 8:00 AM

97. A point estimate is an estimate that involves a single value with no associated bounds of error.

a.

True

b.

False

ANSWER:

True

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Understand

QUESTION TYPE:

True / False

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.04 - List the primary types of probability samples.

DATE CREATED:

7/31/2017 8:02 AM

DATE MODIFIED:

7/31/2017 8:02 AM

Copyright Cengage Learning. Powered by Cognero.

Page 40

98. A quota sample is a nonprobability sample chosen so that the proportion of sample elements with certain

characteristics is about the same as the proportion of the elements with the characteristics of the target population.

a.

True

b.

False

ANSWER:

True

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Understand

QUESTION TYPE:

True / False

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.03 - List the primary types of nonprobability samples.

DATE CREATED:

7/31/2017 8:03 AM

DATE MODIFIED:

7/31/2017 8:04 AM

99. The closer we need an estimate to be to the true population, the smaller the sample that will be required, all else

equal.

a.

True

b.

False

ANSWER:

False

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Understand

QUESTION TYPE:

True / False

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.05 - Discuss the concept of total sampling elements (TSE).

DATE CREATED:

7/31/2017 8:04 AM

DATE MODIFIED:

7/31/2017 8:05 AM

100. The difference between results obtained from a sample and results that would have been obtained had information

been gathered from or about every member of the population is called sampling error.

a.

True

b.

False

ANSWER:

True

POINTS:

1

DIFFICULTY:

Easy

REFERENCES:

Understand

QUESTION TYPE:

True / False

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.04 - List the primary types of probability samples.

DATE CREATED:

7/31/2017 8:05 AM

DATE MODIFIED:

7/31/2017 8:06 AM

101. Compare and contrast probability and nonprobability sampling.

ANSWER:

In a probability sample, each member of the target population has a known, nonzero

chance of being included in the sample. The chances of each member of the target

population being included in the sample may not be equal, but everyone has a known

probability of inclusion. With nonprobability samples, on the other hand, there is no way

of estimating the probability that any population element will be included in the sample.

Thus, there is no way of ensuring that the sample is representative of the target

population. All nonprobability samples rely on personal judgment at some point in the

sample-selection process.

POINTS:

1

DIFFICULTY:

Easy

QUESTION TYPE:

Essay

HAS VARIABLES:

False

LEARNING OBJECTIVES:

14.02 - Explain the difference between a probability sample and a nonprobability

sample.

DATE CREATED:

7/31/2017 8:06 AM

DATE MODIFIED:

7/31/2017 8:07 AM

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