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Copyright?2012PearsonEducation,Inc.
AdvertisingResearch:TheoryandPractice,2e(Davis)
Chapter4Sampling
1)ThetextdescribedMaryandJohn'ssamplingofopinioninDr.Newson'sclass.MaryobtainedmoreaccurateresultsthanJohn.ThisisbecauseMaryused________samplingwhileJohnused________sampling.
A)random,haphazard
B)random,convenience
C)census,convenience
D)census,haphazard
Answer:B
PageRef:80
Difficulty:Moderate
LearningObj.:LO1
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
2)Only________samplingallowsyoutomakevalidgeneralizationsaboutthepopulationfromwhichthesamplewasdrawn.
A)random
B)judgment
C)nonrandom
D)snowball
E)quota
Answer:A
PageRef:81
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
3)Anothernameforprobabilitysamplingis________sampling.
A)random
B)judgment
C)nonrandom
D)snowball
E)quota
Answer:A
PageRef:81
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
4)Probabilitysamplingis________research.
A)mostfrequentlyusedinqualitative
B)mostfrequentlyusedinquantitative
C)equallyfrequentinqualitativeandquantitative
Answer:B
PageRef:81
Difficulty:Difficult
LearningObj.:LO3
Classification:Conceptual
5)Thefirststepinthesamplingprocessfocusesondetermining________.
A)samplesizegiventheresearchbudget
B)absoluterequiredsamplesize
C)ifasampleorcensusshouldbeused
D)theamountoftimerequiredtocontactthesample
E)ifaquotasampleisneeded
Answer:C
PageRef:81
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
6)Asubsetofthepopulationthatrepresentstheentiregroupfromwhichitisdrawnisknownasa________.
A)population
B)sampleunit
C)census
D)sample
E)respondent
Answer:D
PageRef:81
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
7)KrispyKremehas1,251franchiseesintheUnitedStates.Lancewantstoconductinterviewswitheveryoneofthefranchisees.Thiswouldresultina________ofthefranchisees.
A)sample
B)census
Answer:B
PageRef:81
Difficulty:Easy
LearningObj.:LO2
Classification:Application
AACSBStandard:ReflectiveThinkingSkills
8)Thevastmajorityofresearchusesasampleofthepopulationofinterest.
Answer:TRUE
PageRef:81
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
9)Considerthestatementsshownbelow.Howmanyofthesestatementsdescribesituationsinwhichacensusispreferabletoasample?
- whenthepopulationofinterestissmallandidentifiable
- whensamplingmighteliminateimportantcasesfromthestudy
- whentheclienthasunlimitedfundstoconducttheresearch
- whentheresearchresultswillbepublishedinnewspapersorothermedia
A)1
B)2
C)3
D)4
Answer:B
PageRef:81
Difficulty:Moderate
LearningObj.:LO2
Classification:Application
10)Onceitisdeterminedthatasample(versusacensus)isneeded,thenextstepinthesamplingplanningprocessisto________.
A)determinetheprojectbudget
B)determinetheprojecttiming
C)describethecorrectsampleframe
D)definethetargetpopulation
E)determinewhethertouseaprobabilityornonprobabilityapproachtosampleselection
Answer:E
PageRef:83
Difficulty:Difficult
LearningObj.:LO3
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
11)Accordingtothetext,awellwrittentargetdefinition________describesthegroupofinterestandclearlydifferentiatesthosethingsorindividualsofinterestfromthosewhicharenotofinterest.
A)ambiguously
B)unambiguosly
C)creatively
D)inventively
E)fashionably
Answer:B
PageRef:83
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
12)Withregardtotargetaudiencedefinitions,thetextnotesthatpopulationsofindividualsaretypicallydefinedinsomecombinationof________,geographicandbehavioralcharacteristics.
A)geoattitudinal
B)geopsychographic
C)demographic
D)physiological
E)democratic
Answer:C
PageRef:84
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
13)The________componentsofatargetaudiencedefinitiontypicallyspecifyage,gender,income,orotherrelatedcharacteristics.
A)geoattitudinal
B)geopsychographic
C)demographic
D)physiological
E)democratic
Answer:C
PageRef:84
Difficulty:Easy
LearningObj.:LO2
Classification:Conceptual
14)Thedemographiccomponentofatargetaudiencedefinitionrelatestorespondentcharacteristicssuchassocialmediausageandlevelsoftechnologyadoption.
Answer:FALSE
PageRef:84
Difficulty:Easy
LearningObj.:LO2
Classification:Application
15)The________componentofatargetaudiencedefinitionrelatestorespondentcharacteristicssuchasusageofFlickrandbrandpurchasepatterns.
A)behavioral
B)demographic
C)democratic
D)geodemographic
E)attitudinal
Answer:A
PageRef:84
Difficulty:Easy
LearningObj.:LO2
Classification:Application
16)Thequalityandvalidityofgeneralizationsdrawnfromaresearchstudyareonlyminimallyinfluencedbyitstargetdefinition.
Answer:FALSE
PageRef:86
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
17)ThetextdiscussedthePewResearchCenterexplorationoftherelationshipbetweentargetaudiencedefinitionestimatesofMuslimAmericandemographics.Thisresearchfoundthatdemographicestimateswereaffectedbydifferencesintargetaudiencedefinitions.
Answer:TRUE
PageRef:86
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
18)Oncethetargetpopulationisdefined,thenextstep________.
A)selectsthesamplingmethod
B)determinestheprojectbudget
C)identifiesthequestionstobeusedonthesurvey
D)setsparametersforstudytiming
E)determinestheappropriateproceduresfordataanalysis
Answer:A
PageRef:87
Difficulty:Difficult
LearningObj.:LO2
Classification:Conceptual
19)Aprobabilitysampleisoneinwhichthemembersofthetargetpopulation________.
A)caneasilybefoundforsurveypurposes
B)allhaveanequalchanceofbeingincludedinthesample
C)haveparticipatedinsimilarresearchstudies
D)haveagreedtoacceptanincentivetoparticipateintheresearch
E)canbefoundinmallsandotherhigh-trafficareas
Answer:B
PageRef:87
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
20)Inwhichtypeofsampledoeseachindividual,household,oriteminthetargetuniversehaveanequalchanceofbeingselectedforparticipationintheresearch?
A)Probability
B)Snowball
C)Quota
D)Nonprobability
E)Judgment
Answer:A
PageRef:87
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
21)Whenyouuseatableofrandomnumbersorflipacointoselectmembersofthesample,youareusingaformof________sampling.
A)random
B)snowball
C)judgment
D)nonprobability
E)quota
Answer:A
PageRef:87
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
22)Only________samplesallowyoutodeterminethesamplesizerequiredforaspecifieddegreeofconfidence.
A)snowball
B)nonprobability
C)probability
D)judgment
E)quota
Answer:C
PageRef:87
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
23)Whichtypeofsamplingprocessallowsyoutoconfidentlygeneralizetheresearchfindingstothepopulationfromwhichthesamplewasdrawn?
A)Conveniencesampling
B)Probabilitysampling
C)Nonprobabilitysampling
D)Snowballsampling
E)Quotasampling
Answer:B
PageRef:87
Difficulty:Moderate
LearningObj.:LO3
Classification:Conceptual
24)Focusgroupsareaformofnonprobabilitysampling.Itisacceptabletogeneralizetheresultsoffocusgroupstothebroaderpopulationfromwhichtheparticipantsweredrawn.
Answer:FALSE
PageRef:87
Difficulty:Difficult
LearningObj.:LO3
Classification:Application
AACSBStandard:AnalyticSkills
25)A(n)________sampleframeoccurswhenthereisanexactcorrespondencebetweenthesampleframeandtargetpopulation.
A)over-registered
B)under-registered
C)perfect
Answer:C
PageRef:87
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
26)A(n)________sampleframecontainsalloftheelementsinthetargetpopulation,plusadditionalelements.
A)over-registered
B)under-registered
C)perfect
Answer:A
PageRef:87
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
27)A(n)________sampleframeoccurswhenelementsofthetargetpopulationareexcludedfrompotentialparticipationintheresearch.
A)over-registered
B)under-registered
C)perfect
Answer:B
PageRef:87
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
28)Ascreenerisusedtoeliminateunwantedindividualsfrompotentialparticipationintheresearch.Thescreenerislikelybeingusedbecauseofover-registrationinthesampleframe.
Answer:TRUE
PageRef:88
Difficulty:Moderate
LearningObj.:LO2
Classification:Conceptual
29)Threetypesofsamplingdiscussedinthetextare:simplerandom,systematicrandom,and________random.
A)cooperative
B)symbiotic
C)stratified
D)reflective
E)strategic
Answer:A
PageRef:88
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
30)Whichapproachtosamplingmightuseacointossoratableofrandomnumberstoselectmembersofthepopulationforparticipationintheresearchstudy?
A)simple
B)systematic
C)stratified
D)synergistic
E)symbiotic
Answer:A
PageRef:89
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
31)Imaginethatyouwishtoobtainasimplerandomsampleoffourindividualsfromapopulationoftwenty.Individuals3,5and7areselected.Thechanceofindividual6beingselectedis________thechanceofindividual20beingselected.
A)lessthan
B)thesameas
C)greaterthan
Answer:B
PageRef:90
Difficulty:Moderate
LearningObj.:LO4
Classification:Application
AACSBStandard:AnalyticSkills
32)Imaginethatyouhaveapopulationof60individualsandthatyouwanttotakeasystematicrandomsampleof12membersofthepopulation.Theskipintervalwouldbe________.
A)5
B)8
C)12
D)15
Answer:A
PageRef:91
Difficulty:Moderate
LearningObj.:LO4
Classification:Application
AACSBStandard:AnalyticSkills
33)Whendrawingasystematicrandomsample,itisalwaysnecessarytobegincountingwithrespondent#1.
Answer:FALSE
PageRef:91
Difficulty:Moderate
LearningObj.:LO4
Classification:Application
AACSBStandard:AnalyticSkills
34)Whichformofrandomsamplingworksbestwhenthetargetpopulationisnothomogeneouswithrespecttowhatisbeingmeasured?
A)simple
B)systematic
C)stratified
D)snowball
E)judgment
Answer:C
PageRef:93
Difficulty:Difficult
LearningObj.:LO4
Classification:Conceptual
35)________randomsamplingisthebetterchoicewheneveryouhaveasituationwhereyouthinkthatalargevariationinwhatyouarestudyingisduetospecificrespondentcharacteristics.
A)Simple
B)Systematic
C)Stratified
Answer:C
PageRef:93
Difficulty:Difficult
LearningObj.:LO4
Classification:Conceptual
36)Instratifiedrandomsampling,onceeachstrataisdefinedthenindependentrandomsamplesaredrawnfromeachstrata.
Answer:TRUE
PageRef:94
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
37)Thefirststepinstratifiedrandomsamplingistoidentifyoneormoreclassificationcriteria,eachofwhichdefinesonestrata.
Answer:TRUE
PageRef:94
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
38)Imaginethatyouhavethreestrata,thesizeofeachisshownbelow.
Stratum1: 100individuals
Stratum2: 200individuals
Stratum3: 700individuals
Youwishtodrawafinalsampleof100individuals.ProportionatestratifiedsamplingwouldresultinhowmanyindividualsselectedfromStrata3?
A)10
B)20
C)33
D)70
Answer:D
PageRef:95
Difficulty:Moderate
LearningObj.:LO4
Classification:CriticalThinking
AACSBStandard:AnalyticSkills
39)Imaginethatyouhavethreestrata,thesizeofeachisshownbelow.
Strata1: 200individuals
Strata2: 300individuals
Strata3: 500individuals
Youwishtodrawafinalsampleof100individualswithatleast25individualsselectedfromeachstrata.Whichsamplingmethodwouldbeused?
A)proportionatestratifiedsampling
B)disproportionatestratifiedsampling
C)simplerandomsampling
D)systematicrandomsampling
Answer:B
PageRef:95
Difficulty:Difficult
LearningObj.:LO4
Classification:CriticalThinking
AACSBStandard:AnalyticSkills
40)Aconfidenceintervalisanestimate,plusorminus,oftherangeinwhichwebelievethetrue________estimatelies.
A)sample
B)census
C)population
D)random
E)target
Answer:C
PageRef:96
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
41)Youconductaresearchstudywhere75%ofthesampleagreeswithaparticularstatement.Theconfidenceintervalis+/-5%.Thismeansthatthetruepercentageofthoseagreeingislikelytobenolessthan________.
A)5%
B)65%
C)70%
D)80%
Answer:C
PageRef:96
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
AACSBStandard:AnalyticSkills
42)Considerthetwostatementsregardingtheconfidencelevelshownbelow.
I. Theconfidencelevelisthemathematicalexpressionofourconfidencethat
thepopulationestimatelieswithintheconfidenceinterval.
II. Theconfidencelevelistherangeintowhichthetruepopulationparameterwill
fall,assumingagivenlevelofconfidence.
Howmay,ifany,ofthesestatementsis(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:A
PageRef:96
Difficulty:Difficult
LearningObj.:LO4
Classification:Conceptual
43)Inquantitativeresearch,samplesizeisdeterminedinlightofconfidenceintervalsandconfidence________.
A)restraints
B)length
C)limitations
D)levels
E)intensity
Answer:D
PageRef:97
Difficulty:Easy
LearningObj.:LO5
Classification:Conceptual
44)Imaginethatasamplesizeof300providesaconfidenceintervalof+/-4%.Ifyouwantedtochangetheconfidenceintervalto+/-2%youwouldneedto________thesamplesize.
A)reduce
B)increase
Answer:B
PageRef:98
Difficulty:Easy
LearningObj.:LO5
Classification:Conceptual
45)Thegoalindeterminingsamplesizeistoestimatethe________samplesizethatwillprovidethedesiredlevelofconfidence.
A)minimal
B)maximum
Answer:A
PageRef:98
Difficulty:Easy
LearningObj.:LO5
Classification:Conceptual
46)Whendesigningaresearchstudy,thenumberofcontactsmustalways________thenumberofrequiredcompletedinterviews.
A)belessthan
B)beequalto
C)bemorethan
Answer:C
PageRef:99
Difficulty:Easy
LearningObj.:LO5
Classification:Conceptual
47)Sampleselectionbiasoccurswhenmembersofthepopulationofinterestareselectedinviolationoftheruleofequalchanceofselection.
Answer:TRUE
PageRef:99
Difficulty:Moderate
LearningObj.:LO5
Classification:Conceptual
48)Considerthetwostatementsbelowwithregardtoonlinepanels.
I. "Opt-in"panelsarepreferredoverinvitation-onlypanels.
II. Panelsshouldaggressivelyidentifyandeliminate"professionalrespondents."
Which,ifany,statementis(are)true?
A)Ionly
B)IIonly
C)IandIIarebothtrue
D)NeitherInorIIaretrue
Answer:B
PageRef:102
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
AACSBStandard:ReflectiveThinkingSkills
49)Whichformofnonprobabilitysamplingselectsstudyparticipantsjustbecausetheyarereadilyaccessible?
A)Convenience
B)Judgment
C)Quota
D)Snowball
Answer:A
PageRef:102
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
50)Whichformofnonprobabilitysamplingselectsstudyparticipantsbasedonanexpert'sexpertiseregardingwhomightbebesttointerview?
A)Convenience
B)Judgment
C)Quota
D)Snowball
Answer:B
PageRef:103
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
51)Whichformofnonprobabilitysamplingusescurrentstudyparticipantstorecruitnewparticipants?
A)Convenience
B)Judgment
C)Quota
D)Snowball
Answer:D
PageRef:104
Difficulty:Moderate
LearningObj.:LO4
Classification:Conceptual
52)Whichofthefollowingisthebestwaytodeterminesamplesizeinnonprobabilitysamples?
A)Unaidedjudgment
B)Budgetconsiderations
C)Frameofreference
D)Analyticalrequirements
Answer:D
PageRef:107
Difficulty:Moderate
LearningObj.:LO5
Classification:Conceptual
53)NancyistheresearcherattheJKOAdvertisingAgency.Shehasbeenaskedtotesttwodifferentadvertisingcampaigns.The"winning"campaignwillbesupportedby$20MMinmedia.Eachcampaignwillbeshowntoagroupofconsumersinthebrand'stargetaudience.Nancydecidestouseaseriesoffocusgroupstoselectthe"winning"campaign,asshebelievesthatthisformofsampling(convenience)willallowhertogeneralizetothebroaderpopulationfromwhichthefocusgroupparticipantsweredrawn.DoyouagreeordisagreewithNancy'spointofview?Why?
Answer:Nancyisincorrect.Sincefocusgroupsareaformofconveniencesampling,theresultscannotbegeneralized.Onlyrandomsamplingwouldallowthisgeneralizationtotakeplace.
PageRef:87
Difficul
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