Chapter 13: 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
2. ________________ 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
3. _____________ 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
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Learning Objective 13.1: To understand the concept of sampling.
4. 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.
5. 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.
6. Which of the following sampling methods, if properly invoked, will produce
projectable results?
a. quota
b. convenience
c. systematic
d. snowball
e. stratified quota
7. Which of the following types of samples enables the researcher to compute
sampling error?
a. nonprobability
b. convenience
c. probability
d. all of the above
8. Which of the following could serve as the basis for forming a stratum?
a. usage rate
b. gender
c. income level
d. all of the above
e. none of the above
9. Stratified random samples are often confused with which of the following
nonprobability sampling techniques?
a. quota
b. convenience
c. judgment
d. snowball
e. none of the above
10. Which of the following sampling techniques would give the researcher the most
confidence in projecting the findings to the overall population?
a. quota
b. projectable judgment
c. simple random
d. snowball
e. stratified snowball
11. In order to compute a skip interval, the researcher needs to know the desired
sample size and the __________.
a. census
b. incidence rate
c. stratified sample
d. population size
e. none of the above
12. If the researcher is expecting different responses between males and females in a
study, which type of sample might be most useful?
a. judgment
b. snowball
c. stratified random
d. systematic random
e. none of the above
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Learning Objective 13.4: To understand the differences between probability
samples and nonprobability samples.
13. Which of the following sampling methods is the most statistically efficient (the
most representative)?
a. simple random
b. systematic random
c. stratified random
d. cluster
e. All are equally statistically efficient.
14. The type of error which results from the fact that samples are not perfectly
representative of the populations from which they are drawn is known as
_______.
a. measurement error
b. systematic error
c. sampling error
d. nonsampling error
e. selection error
15. Which of the following sample types is often used as a substitute for simple
random sampling?
a. snowball
b. judgment
c. quota
d. systematic
e. none of the above
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16. A researcher randomly selected 10 census tracts from a metropolitan area. Within
each census tract, 30 households were randomly selected. The sampling
technique just described would be a ______________.
a. quota sample
b. area cluster
c. stratified random
d. systematic random
e. systematic quota
17. All other things equal, larger samples will have less ___________ than smaller
samples.
a. measurement error
b. sampling error
c. time and cost
d. nonsampling error
e. interviewer error
18. The difference between the sample result and population value is known as
__________.
a. level of confidence
b. nonsampling error
c. acceptable error
d. none of the above
19. The first step in the development of a sampling plan is to:
a. determine sample size.
b. select a sampling method.
c. choose a data collection method.
d. define the population of interest.
e. decide which statistical techniques are appropriate.
20. The _____________ is a list of the members or elements from which units to be
sampled are selected.
a. population
b. sample frame
c. sample source
d. universe
e. none of the above
21. What is the most important reason for the growing popularity of nonprobability
samples?
a. sampling error can be computed
b. representative of population
c. lower cost than probability samples
d. less nonresponse bias than other types of sampling
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Response: See pages 386
Ref: Developing a Sampling Plan
Learning Objective 13.4: To understand the differences between probability
samples and nonprobability samples.
22. If a researcher offers beer drinkers an extra incentive to recruit their friends who
also drink beer to participate in the study, s/he is using a(n) ________sample.
a. cluster
b. systematic
c. stratified
d. snowball
e. none of the above
23. How is the Internet population different from the general population?
a. richer
b. more likely to be white
c. more likely to be male
d. more tech-savvy
e. all of the above
24. Of the following, which is the most important consideration when choosing a
sample?
a. size of the sample
b. size of the population
c. how well the sample represents the population
d. how well the population represents the sample
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25. In a ___________, data are obtained from or about every member of the
population of interest, while in a ______________, information is obtained from
or about a part of the population and used to make estimates about various
characteristics of the total population.
a. Sample, census
b. Sample, study
c. Census, sample
d. Census, study
26. Under the right circumstances and all other things equal, _________ produces the
most efficient samples and provides the most precise or reliable estimates for a
given sample size.
a. Proportional stratified allocation
b. Disproportional stratified allocation
c. Optimal allocation
d. B & C
e. None of the above
27. Which of the following is an advantage to internet sampling?
a. respondents complete survey at their convenience
b. data collection is relatively inexpensive
c. the interview can be administered under software control
d. survey can be completed quickly
e. all of the above
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Ans: E
Difficulty: Easy
Response: See page 399
Ref: Internet Sampling
Learning Objective 13.5: To understand sampling implications of surveying over
the internet.
True/False
28. In marketing research, it is always preferable to take a census rather than a sample
of the population under study.
29. Ideal census conditions are seldom available, even when the population is very
small.
30. Probability samples are more popular in marketing research than nonprobability
samples.
31. One of the advantages of Internet surveys is that target respondents can complete
the survey at their convenience.
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Response: See page 399
Ref: Internet Sampling
Learning Objective 13.5: To understand sampling implications of surveying over
the internet.
32. A shortcoming of Internet surveys relative to other modes of data collection is the
need to input the data into a database after it has been collected.
33. Marketing researchers might view a respondent whose family works in marketing
as a security threat.
34. Nonprobability samples cost less than probability samples.
35. A judgment sample enables the researcher to make statistical inferences about
population values.
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nonprobability samples.
36. Stratified sampling is a type of probability sampling.
37. Simple random sampling is often used as a substitute for systematic sampling.
38. The size of the population is needed in order to compute a skip interval.
39. Simple random samples require a detailed listing of the population of interest.
40. Convenience samples should not be used in marketing research.
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Difficulty: Medium
Response: See page 396-397
Ref: Nonprobability Sampling Methods
Learning Objective 13.4: To understand the differences between probability
samples and nonprobability samples.
41. Proportional allocation is also referred to as optimal allocation.
42. The key to making accurate predictions about the characteristics or behavior of a
large population on the basis of a relatively small sample lies in the way in which
individuals are selected for the sample.
43. Developing an appropriate sampling frame is often one of the easiest things that a
researcher faces.
44. The final step in the sampling process is execution of the operational sampling
plan.
45. Multistage area (probability) sampling is used for national surveys or surveys that
cover large regional areas.
Essay Questions
46. A researcher invokes a pilot sample and finds that respondents from households
with less than $50,000 annual income respond very differently than respondents
from households with greater than $50,000 annual income, with regard to the key
survey questions. In addition, the researcher’s preliminary results show greater
variance among respondents in the over $50,000 households. Given the
preceding, which probability sampling method should the researcher invoke and
why?
47. A researcher is developing a body of knowledge for the development of a formal
questionnaire. Part of the process involves conducting four focus groups. Outline
an appropriate sampling strategy for generating the focus-group respondents.
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Difficulty: Hard
Response: See page 396-398
Ref: Nonprobability Sampling Methods
Learning Objective 13.4: To understand the differences between probability
samples and nonprobability samples.
48. Suppose a marketing researcher was doing a survey of snow skiers residing in
South Louisiana, for the specific purpose of estimating the feasibility of offering
discounted snow ski rental equipment. The idea was gauge the need, interest and
price expectations of these snow skiers as they head to Colorado or some other
snow skiing destination. What type of sample would be needed?
49. Characterize the ideal sampling frame. How often is an “ideal” sampling frame
available? If an “ideal” sampling frame isn’t available, what kind of sample
frame is needed?
50. When & why does sampling error occur? If the sampling error emanates from
some type of improper execution of the sampling plan what is it called? Can it be
measured? What kind of sampling error can be measured and how can it be
reduced?
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and CANNOT be measured. However, random error is due to chance and cannot
be avoided, but can be reduced by increasing sample size. It cannot, however, be
totally eliminated.
Difficulty: Hard
Response: 388-389
Ref: Sampling and Nonsampling Errors
Learning Objective 13.3: To understand the concepts of sampling error and
nonsampling error.