Sampling Fundamentals Ch.14 Exam Questions Kumar

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CHAPTER 14 Sampling Fundamentals

True-False

1. In probability sampling, all members of a population have a known

probability of being included in the sample.

2. It is possible to obtain a representative sample of a population

just by using common sense and judgment.

3. Non-probability sampling allows the researcher to explicitly identify

possible biases.

4. Sampling works in cases where taking a census is not possible, or if the population

of interest is homogenous

5. The definition of a target population is usually obvious and

requires little attention from the researcher.

6. The term "sampling unit" is always used to refer to a "respondent."

7. A researcher's decision on a sampling unit may depend on how

purchase decisions are made.

8. A researcher can never go wrong by "overdefining" the target

population.

9. A sampling frame must list all members of a target population.

10. In simple random sampling, each population member has an equal

probability of being selected.

11. Systematic sampling involves systematically spreading the sample

through a list of population members.

12. Systematic sampling is useful in sampling time periods.

13. A researcher who tries to better represent a population by combining

lists of population members may have to face the problem of

duplication.

14. There is no evidence that people who are listed in the telephone

book and those who are not listed are different.

15. One way to overcome the problem of unlisted telephone numbers is to

dial numbers randomly.

16. Determining the sample size in a stratified sampling plan involves

identifying homogeneous subgroups.

17. In cluster sampling, a random sample of subgroups is selected and

all members of the subgroups become part of the sample.

18. Stratified sampling is useful when subgroups can be identified as

representative of the whole population.

19. Subset problem, superset problem and intersection problem arise due to frame error,

where the sampling frame is not representative of the population

20. A rule of thumb for determining sample size is to make sure that the

largest subgroup to be analyzed contains 100 members.

21. Disproportionate sampling can be used effectively when a subgroup of

a population comprises a relatively small percentage of that

population.

22. Call-backs are an attempt to reduce non-response. They are most

effective with not-at-home non-respondents.

23. One technique for dealing with not-at-home is to predict their

responses from a knowledge of respondents' frequency of being away

from home.

24. The efficiency of call-backs can be improved by systematically

scheduling call-backs at the same time every day.

25. Hidden biases in non-probability samples can be eliminated by

increasing the sample size.

26. When the sample size is very small (less than 10), a judgment sample

may be more representative than a probability sample.

27. Snowball sampling is judgmental sampling which includes a minimum

number from each specified subgroup in the population.

28. There are no justifications for using a convenience sample.

29. In a shopping center intercept study, the location used to intercept

shoppers can affect the sample.

30. One way to stratify in a shopping center intercept study is by time

segments.

31. If a researcher's goal is to develop a sample representative of the

population, equal weight should be assigned to each person

interviewed in a shopping center intercept study.

32. Census is appropriate if the population size is large and the cost

and time associated with obtaining the information is high.

33. Sampling error is the difference in value between the population

parameter and the sample statistic that occurs because of sampling.

34. Sampling errors can be minimized by decreasing the sample size.

35. Sampling frame is a list of population members used to obtain

sample.

36. Most of the marketing research projects employ traditional research

methods with replacement.

37. Systematic sampling involves systematically spreading the sample

through the list of population members.

38. Non-probability sampling is typically used in descriptive type of

research.

39. A snowball design is very useful in reaching small, specialized

populations.

40. In judgmental sampling, the expert uses his judgment to identify the

representative samples.

41. The object of sampling is to obtain data that is representative of

the population.

42. In an international context, sampling may take place at a number of

geographical levels.

43. In international marketing research, non-probability sampling methods

are more frequently used than probability sampling methods.

44. It is possible for on-line and traditional research methods to yield similar results

Multiple Choice

1. A sampling frame is
2. the list of elements included in the sample
3. the list of items to be sampled from
4. usually provides biased statistics
5. is a form of non-probability sampling
6. none of the above.
7. Ronny Reagy divides the population of the purchaser of missile X into heavy

and light users and then he samples from those groups. This is an example

of ___________ sampling.

1. cluster
2. random
3. judgmental
4. stratified
5. quota
6. Linda Evans wants to do a study involving the population of Houston. She,

therefore, divided the city into homogenous areas at random and drew a sample

of 10 areas where she interviewed all households. This is an example of

1. stratified sampling
2. cluster sampling
3. judgmental sampling
4. multiplicity sampling
5. systematic sampling

4. When a sampling frame is larger than a population but contains all the

population study objects, this is Termed

1. superset problem
2. subset problem
3. intersection problem
4. none of the above

5. A subset problem is characterized by which of the following?

1. population is larger than the sampling frame
2. sampling frame is larger than the population
3. some overlap of sampling frame and population
4. none of the above

6. Which of the following sampling techniques employs both probability and

non-probability sampling in selecting study objects ?

1. multi-stage sampling
2. double sampling
3. sequential sampling
4. snowball sampling

7. “Heterogeneity within and homogeneity between” is the ideal state for

1. cluster sampling
2. stratified sampling
3. disproportionate sampling
4. judgmental sampling
5. a and

8. Which of the following sets of sampling techniques contains only probability

sampling technique?

1. simple random sampling, stratified sampling, cluster sampling
2. stratified sampling, judgmental sampling, systematic sampling
3. convenience sampling, judgmental sampling, quota sampling
4. quota sampling, cluster sampling, simple random sampling

9. Which of the following sampling techniques represents an attempt to increase

sampling net efficiency by increasing accuracy at a faster rate than costs?

1. stratified sampling
2. systematic sampling
3. cluster sampling
4. multistage sampling

10. Compared to simple random sampling, the precision of systematic sampling

from a sampling frame monotonically ordered on a variable related to the

dependant variable is

1. the same
2. greater
3. less
4. cannot tell

11. Which of the following is an example of sampling frame?

1. one respondent
2. a telephone directory
3. the Bayesian approach
4. none of the above

12. Probability sampling involves which of the following should be considered?

1. the target populations should be specified
2. the method for sample selection
3. sample size determination
4. nonresponse problem
5. all of the above

13. Which of the following is the most cost-effective probability sampling technique?

1. stratified
2. systematic
3. cluster
4. quota

14. The advantage of probability over non-probability sampling is that

the researcher can

1. state how much variation is introduced because a sample

is used instead of a census.

2. explicitly identify possible biases.

3. demonstrate the representativeness of a sample.

a. 1

b. 2

c. 3

d. 2 and 3

e. 1, 2, and 3

15. Which of the following statements concerning probability sampling is

not true?

a. The target population defines the research objective.

b. The definition of alternative target populations can nearly

always be made.

c. The sample frame consists of a list of population members or of

a procedure by which sampling units can be located.

d. When a choice exists, preference should be given to populations

that are convenient to sample.

e. The specification of a target population should make clear what

is excluded.

16. Selection of every tenth subscriber to the New York Times is an

example of

a. stratified sampling.

b. cluster sampling.

c. judgmental sampling.

d. random sampling.

e. systematic sampling.

17. A researcher needs a sample of 5 from a list of 800 football ticket

holders. Each ticket number has three digits and no numbers are

excluded. The following are random numbers:

7659 0783 4710 3749 7741 2960 0016 9347

The tickets that are drawn might bear the numbers

1. 765, 907, 710, 374, 412

2. 659, 078, 103, 749, 7741

3. 590, 783, 471, 037, 497

a. 1

b. 2

c. 3

d. 1, 2, and 3

e. 2 or 3

18. In order to increase the sampling efficiency, researchers can:

a. hold accuracy constant and decrease the cost.

b. hold the cost constant and increase the accuracy.

c. increase the accuracy at a faster rate than the rate of cost increase.

d. decrease the accuracy at a slower rate than the rate of cost decrease

e. do all of the above

19. A researcher, involved in a study of the population of Houston,

divided the city into city blocks and then drew a random sample of

200 city blocks. All households in the 200 blocks were interviewed.

The researcher used

a. a simple random sample.

b. judgmental sampling.

c. snowball sampling.

d. cluster sampling.

e. systematic sampling.

20. Stratified sampling may be used when

a. subgroups that are representative of the whole population can be identified.

b. natural subgroups are more homogeneous than the population they

come from.

c. an expert is available to identify a representative population.

d. the sample is very small.

e. none of the above.

21. Which of the following statements about sample size is true?

a. A rule of thumb is to include at least two members from every

subgroup to be analyzed.

b. If the sample size is very small, a judgmental sample may be more

reliable and representative than a probability sample.

c. The determination of sample size should not involve cost.

d. Low sampling costs do not justify a larger sample.

e. None of the above.

22. Sources of possible shopping center biases include

a. the choice of a shopping center.

b. the location in the shopping center from which respondents are drawn.

c. the time of day.

d. the fact that more frequent shoppers will be more likely to be selected.

e. all of these.

23. A researcher who is faced with the problem of non-response can

attempt to reduce the potential bias of the results by

a. replacing each non-respondent with a "matched" member of the

sample.

b. making repeated contacts, or call-backs, with non-respondents.

c. improving the research design.

d. estimating the non-response bias.

e. all of these.

24. Which of the following results in a non-probability sample?

a. Stratified sampling

b. Quota sampling

c. Systematic sampling

d. Cluster sampling

e. Multi-stage sampling

25. A researcher is doing a study on champagne consumption. She has

defined three different income groups and has assigned interviewers

a specific number of interviews with respondents in each group. This

is an example of

a. cluster sampling.

b. convenience sampling.

c. random sampling.

d. quota sampling.

e. snowball sampling.

26. If a population is surveyed and error is observed, this error is known as

a. sampling error

b. data error

c. unit error

d. non sampling error.

e. unit error.

27. An approach in which each population member, and thus each possible sample,

has an equal probability of being selected is known as.

a. cluster sampling.

b. convenience sampling.

c. simple random sampling.

d. quota sampling.

e. snowball sampling.

28. A ____________ usually is a list of population members used to obtain a sample

a. respondents.

b. sampling frame.

c. sampling unit.

d. superset.

e. snowball sample.