Chapter 12 – Sampling: Design and Procedures

Chapter 12 – Sampling: Design and Procedures

True/False Questions

1. In sampling, an incident is the object or person about which or from which the information is desired.

False (moderate, page 322)

2. Objects that possess the information the researcher seeks and about which the researcher will make inferences is called an element.

True (moderate, page 322)

3. According to the text, in survey research, the element is usually the interviewer.

False (easy, page 322)

4. A population is the total of all the elements that share some common set of characteristics.

True (moderate, page 323)

5. The aggregate of all elements, sharing some common set of characteristics, which comprises the universe for the purpose of the marketing research problem, is called the sample.

False (moderate, page 323)

6. A census involves a complete count of each element in a population.

True (moderate, page 323)

7. A complete enumeration of the elements of a population or study object is called a sample.

False (moderate, page 323)

8. An incident is a subgroup of the elements of the population selected for participation in the study.

False (moderate, page 323)

9. If a great deal of the company's product would need to be consumed as part of the study, then a census would be appropriate.

False (easy, page 325)

10. According to the text, the first step in the sampling design process is to determine the sample size.

False (difficult, page 325)

11. The collection of elements or objects that possess the information the researcher seeks and about which the researcher will make inferences is called the target population.

True (moderate, page 326)

12. The target population should be defined in terms of elements, sample units, and time frame.

True (moderate, page 326)

13. A sampling unit is the basic unit containing the elements of the population to be sampled.

True (moderate, page 326)

14. A sampling frame is a representation of the elements of the target population, which consists of a list, or set of directions for identifying the target population.

True (moderate, page 326)

15. Probability sampling relies on the personal judgment of the researcher, rather than chance, in selecting sampling elements.

False (moderate, page 328)

16. Sampling techniques that do not use chance selection procedures and rely on the personal judgment of the researcher are called nonprobability sampling techniques.

True (moderate, page 327)

17. An example of nonprobability sampling is interviewing people in malls.

True (moderate, page 327)

18. According to the text, precision refers to the level of uncertainty about the characteristic being measured.

True (moderate, page 327)

19. In nonprobability sampling, sampling elements are selected by chance, that is, randomly.

False (moderate, page 327)

20. A sampling procedure in which each element of the population has a fixed probabilistic chance of being selected for the sample is called probability sampling.

True (moderate, page 328)

21. The number of units to be included in a study is called the sample size.

True (easy, page 328)

22. The typical range for sample size in problem solving research, product tests and test marketing studies is 300-500 respondents.

True (moderate, page 329)

23. Cluster sampling is a commonly used nonprobability sampling technique.

False (moderate, page 330)

24. Quota sampling is an example of a commonly used probability sampling technique.

False (moderate, page 330)

25. Convenience sampling is a nonprobability sampling technique that attempts to obtain a sample of convenient elements and leaves the selection of sampling units primarily to the interviewer.

True (easy, page 330)

26. Interviewing students, church groups, and members of social organizations are examples of convenience sampling.

True (moderate, page 330)

27. Convenience samples are appropriate to use with exploratory research.

False (moderate, pages 330-331)

28. A form of convenience sampling in which the population elements are selected based on the researcher's discretion is called judgmental sampling.

True (moderate, page 331)

29. Judgmental sampling is a probability sampling technique in which each element in the population has a known and equal probability of selection.

False (moderate, page 331)

30. Quota sampling is a nonprobability sampling technique that is a two-stage restricted judgmental sampling. The first stage consists of developing control categories of population elements. In the second stage, sample elements are selected based on convenience or judgment.

True (moderate, page 332)

31. A nonprobability sampling technique in which an initial group of respondents is selected randomly and subsequent respondents are selected based on the referrals or information provided by the initial respondents is called snowball sampling.

True (moderate, page 333)

32. The major advantage of snowball sampling is that it substantially increases the likelihood of locating respondents in the population with the desired characteristic(s).

True (moderate, page 334)

33. Sampling efficiency refers to the trade-off between sampling cost and precision.

True (moderate, page 334)

34. A probability sampling technique in which the sample is chosen by selecting a random starting point and then picking every i th element in succession from the sampling frame is called systematic sampling.

True (moderate, page 336)

35. Area sampling relies on clustering based on geographic areas such as counties, housing tracts or blocks.

True (moderate, page 339)

Multiple Choice

36. Which of the following is NOT one of the five basic questions that is addressed in the sample design phase?

a. "Should a sample be taken?"

b. "What kind of sample should be taken?"

c. "How much should the sample cost?" (difficult, Page 322)

d. "How large should the sample be?"

e. "What process should be followed?"

37. In sampling, a(n) ______________ is the object or person about which or from which the information is desired.

a. element (moderate, page 322)

b. incident

c. hypothesis

d. census

e. information unit

38. Objects that possess the information the researcher seeks and about which the researcher will make inferences is called a(n) ______________.

a. incident

b. element (moderate, page 322)

c. hypothesis

d. census

e. inference unit

39. According to the text, in survey research, the element is usually the ______________.

a. questionnaire

b. interviewer

c. respondent (easy, page 322)

d. product

e. Metropolitan Statistical Area (MSA)

40. A(n) ______________ is the total of all the elements that share some common set of characteristics.

a. sample

b. population (moderate, page 322)

c. inference

d. hypothesis

e. sum of the elements

41. The aggregate of all elements, sharing some common set of characteristics, which comprise the universe for the purpose of the marketing research problem, is called the _______________.

a. sample

b. inference

c. hypothesis

d. population (moderate, page 322)

e. element aggregate

42. A(n) ______________ involves a complete count of each element in a population.

a. census (moderate, page 323)

b. sample

c. element

d. sampling unit

e. count

43. A complete enumeration of the elements of a population or study objects is called a(n) ______________.

a. sample

b. element

c. census (moderate, page 323)

d. sampling unit

e. count

44. A(n) ______________ is a subgroup of the elements of the population selected for participation in the study.

a. census

b. element

c. incident

d. sample (moderate, page 323)

e. segment

45. Conditions favoring the choice of using a sample over a census include all of the following EXCEPT:

· small budget

· time available is short

· population size is large

· variance in the characteristic of interest is low

· cost of sampling error is high (difficult, page 324)

46. According to the text, which of the following is the first step in the sampling design process?

a. define the population (difficult, page 325)

b. determine the sampling frame

c. select sampling technique(s)

d. determine the sample size

e. count your resources available

47. The collection of elements or objects that possess the information the researcher seeks and about which the researcher will make inferences is called the ______________.

a. target population (moderate, page 326)

b. census

c. element

d. incident

e. intended abstract

48. The target population should be defined in terms of all of the following EXCEPT:

a. elements.

b. cost. (moderate, page 326)

c. sampling units.

d. time frame.

e. Extent.

49. A(n) _____________ is the basic unit containing the elements of the population to be sampled.

a. hypothesis

b. theory

c. sampling unit (moderate, page 326)

d. coefficient alpha

e. household

50. A(n) ______________ is a representation of the elements of the target population, which consists of a list or set of directions for identifying the target population.

a. sampling frame (moderate, page 326)

b. census tract

c. sampling unit

d. hypothesis

e. geodemographic template

51. According to the text, which of the following is NOT one of the three sources of sampling frame error that is present in the telephone book?

a. It does not contain unlisted numbers.

b. It does not contain zip codes for the listed numbers. (difficult, page 327)

c. It does not contain the telephone numbers of the people who have moved into the area after the telephone book was published.

d. It lists the inactive telephone number of people who have moved out of the area since the telephone book was published.

e. c and d

52. All of the following are options in which to treat sampling frame error EXCEPT:

a. the population can be redefined in terms of the sampling frame.

b. the representativeness of the research frame can be verified during the data collection process.

c. the data can be statistically adjusted by weighing under- or overrepresented segments to achieve a more representative sample.

d. Any combination of a, b, or c.

e. all of the selections above represent options in which to treat sampling frame error. (difficult, page 326)

53. ______________ relies on the personal judgment of the researcher, rather than chance, in selecting sampling elements.

a. Nonprobability sampling (moderate, page 327)

b. Probability sampling

c. Simple random sampling

d. Systematic sampling

e. Umpire sampling

54. Sampling techniques that do not use chance selection procedures and rely on the personal judgment of the researcher are called ______________.

a. probability sampling techniques

b. nonprobability sampling techniques (moderate, page 327)

c. stratified sampling

d. cluster sampling

e. semantic differential sampling

55. Examples of nonprobability sampling includes all of the following EXCEPT:

a. interviewing people at street corners.

b. interviewing people in retail stores.

c. interviewing people in malls.

d. All of the selections are examples of nonprobability sampling. (difficult, page 327)

e. a and b

56. According to the text, ______________ refers to the level of uncertainty about the characteristic being measured.

a. precision (moderate, page 327)

b. reliability

c. validity

d. efficiency

e. technical doubt

57. In ______________, sampling elements are selected by chance, that is, randomly.

a. nonprobability sampling

b. convenience sampling

c. judgmental sampling

d. probability sampling (moderate, page 328)

e. lotto sampling

58. A sampling procedure in which each element of the population has a fixed probabilistic chance of being selected for the sample is called ______________.

a. probability sampling (moderate, page 328)

b. nonprobability sampling

c. quota sampling

d. snowball sampling

e. window sampling

59. The number of units to be included in a study is called the ______________.

a. census

b. sampling frame

c. sample size (moderate, page 328)

d. incident

e. company roster

60. All of the following are examples of commonly used nonprobability sampling techniques EXCEPT:

a. judgmental sampling.

b. quota sampling.

c. snowball sampling.

d. cluster sampling. (moderate, page 330)

e. convenience sampling

61. Which of the following is NOT an example of a commonly used probability sampling technique?

a. quota sampling (moderate, page 332)

b. systematic sampling

c. stratified sampling

d. cluster sampling

e. simple random sampling

62. ______________ is a nonprobability sampling technique that attempts to obtain a sample of convenient elements and leaves the selection of sampling units primarily to the interviewer.

a. Convenience sampling (moderate, page 330)

b. Snowball sampling

c. Simple random sampling

d. Systematic sampling

e. Window sampling

63. All of the following are examples of convenience sampling EXCEPT:

a. expert witnesses used in court. (difficult, page 330)

b. use of students, church groups, and members of social organizations.

c. department stores using charge account lists.

d. tear-out questionnaires included in a magazine.

e. mall intercept interviews conducted without qualifying respondents

64. In which of the following types of research are convenience samples appropriate to use?

a. descriptive research

b. causal research

c. exploratory research (moderate, page 331)

d. survey research

e. any research where the goal is to draw population inferences

65. A form of convenience sampling in which the population elements are selected based on the researcher's discretion is called ______________.

a. quota sampling.

b. snowball sampling.

c. judgmental sampling. (moderate, page 331)

d. sampling.

e. simple random sampling.

66. All of the following are common examples of judgmental sampling EXCEPT:

a. test markets selected to determine the potential of a new product.

b. purchase engineers selected in industrial marketing research because they are considered to be representative of the company.

c. department stores selected in voting behavior research.

d. mall intercept interviews conducted without qualifying the respondents. (difficult, page 332)

e. bellwether precincts selected in voting behavior research.

67. ______________ is a nonprobability sampling technique that is a two-stage restricted judgmental sampling. The first stage consists of developing control categories of population elements. In the second stage, sample elements are selected based on convenience or judgment.

a. Quota sampling (moderate, page 332)

b. Simple random sampling

c. Snowball sampling

d. Cluster sampling

e. Stratified sampling

68. A nonprobability sampling technique in which an initial group of respondents is selected randomly and subsequent respondents are selected based on the referrals or information provided by the initial respondents is called _____________.

a. quota sampling

b. snowball sampling (moderate, page 333)

c. stratified sampling

d. cluster sampling

e. respondent sampling

69. ______________ is a probability sampling technique in which each element in the population has a known and equal probability of selection.

a. Simple random sampling (easy, page 335)

b. Quota sampling

c. Snowball sampling

d. Cluster sampling

e. Equivalent sampling

70. ______________ is a technique used to overcome the bias of unpublished and recent telephone numbers by selecting all telephone number digits at random.

a. Systematic dialing

b. Cluster dialing

c. Quota dialing

d. Random-digit dialing (moderate, page 336)

e. Speed dialing

71. Which of the following is NOT a weakness of simple random sampling?

· difficult to construct sampling frame

· expensive

· lower precision producing samples with large standard errors

· no assurance of representativeness

· not easily understood (difficult, page 336)

72. Which of the following is NOT a weakness of stratified sampling?

· difficult to select relevant stratification variables

· not feasible to stratify on many variables

· expensive

· a and c only

· a, b, and c are weaknesses of stratified sampling (difficult, page 340)

73. A probability sampling technique in which the sample is chosen by selecting a random starting point and then picking every i th element in succession from the sampling frame is called ______________.

a. simple random sampling

b. snowball sampling

c. cluster sampling

d. systematic sampling (moderate, page 337)

e. succession sampling

74. In the Harris Poll Online, which of the following procedures are NOT used to maintain the reliability and integrity in the sample?

· password protection

· reminder invitations

· sharing a summary of the survey findings is used as an incentive for respondents to participate

· a and c only

· a, b and c are all procedures used (difficult, page 343)

75. According to the text, all of the following are challenges faced in implementing a sampling design in international research EXCEPT:

· individuals responsible for making or influencing decision may vary

· in developing an appropriate sampling frame one cannot rely on high-quality secondary data as one can in developed countries

· equivalence of samples can elude the researcher

· probability sampling techniques are uncommon overseas

· non-governmental organizations are needed for implementing the sampling design in some countries of the world (difficult, page 345)

Essay Questions

76. In a short essay, list and discuss the five steps in the sampling design process.

Answer

a. Define the target population – sampling design begins by specifying the target population. It is essential that the researcher precisely define the target population if the data generated are to address the marketing research problem. Defining the target population involves translating the research problem into a precise statement of who should and should not be included in the sample. The target population should be defined in terms of elements, sampling units, extent, and time frame.

b. Determine the sampling frame – a sampling frame is a representation of the elements of the target population. It consists of a list or set of directions for identifying the target population. A sampling frame can come from the telephone book, a computer program for generating telephone numbers, an association directory listing the firms in an industry, a mailing list purchased from a commercial organization, a city directory, or a map. If a listing is not readily available, it must be compiled.

c. Select a sampling technique – selecting a sampling technique involves choosing nonprobability or probability sampling.

d. Determine the sample size – determining the sample size involves both qualitative and quantitative considerations. Important qualitative factors that the researcher should consider in determining the sample size are (1) the importance of the decision, (2) the nature of the research, (3) the number of variables, (4) the nature of the analysis, (5) sample sizes used in similar studies, and (6) resource constraints. As a general rule, the more important the decision, the more precise the information must be.

e. Execute the sampling process – execution of the sampling process refers to implementing the various details of the sample design. The population is defined, the sampling frame is compiled, and the sampling units are drawn using the appropriate sampling technique so as to achieve the required sample size.

(difficult, pages 325-329)

77. In a short essay, discuss the difference between nonprobability sampling and probability sampling. Include a specific example of each type of sampling to support your answer.

Answer

a. Nonprobability sampling relies on the personal judgment of the researcher, rather than chance, in selecting sample elements. The researcher may select the sample arbitrarily, based on convenience, or make a conscious decision about which elements to include in the sample. Examples of nonprobability sampling include interviewing people at street corners, in retail stores, or in the malls. While nonprobability sampling produces good estimates of population characteristic, these techniques are limited. There is no way to objectively evaluate the precision of the sample results.

b. In probability sampling, sampling elements are selected by chance, that is, randomly. The probability of selecting each potential sample from a population can be prespecified. While every potential sample need not have the same probability of selection, it is possible to specify the probability of selecting a particular sample of a given size. An example of a probability sample is a randomly drawn lottery. Confidence intervals can be calculated around the sample estimates, and it is meaningful to statistically project the sample results to the population, that is, draw inferences about the target population.

(moderate, pages 327-328)

78. In a short essay, list and discuss the four commonly used nonprobability sampling techniques used in marketing research.

Answer

a. Convenience sampling attempts to obtain a sample of elements based on the convenience of the researcher. The selection of sampling units is left primarily to the interviewer. Often, respondents are selected because they happen to be in the right place at the right time. Examples of convenience sampling are (1) use of students, church groups, and members of social organizations, (2) mall intercept interviews conducted without qualifying the respondent, (3) department stores using charge account lists, (4) tear-out questionnaires included in magazines, (5) "people on the street" interviews, and (6) Internet browsers.

b. Judgmental sampling is a form of convenience sampling in which the population elements are selected based on the researcher's judgment. The researcher chooses the sampling elements because she or he believes they represent the population of interest. Common examples of judgmental sampling include (1) test markets selected to determine the potential of a new product, (2) purchase engineers selected in industrial marketing research because they are considered to be representative of the company, (3) bellwether precincts selected in voting behavior research, (4) expert witnesses used in court, and (5) department stores selected to test a new merchandising display system.

c. Quota sampling introduces two stages to the judgmental sampling process. The first stage consists of developing control categories, or quotas, of population elements. Once the quotas have been assigned, the second stage of the sampling process takes place. Elements are selected using a convenience or judgment process. There is considerable freedom in selecting the elements to be included in the sample.

d. In snowball sampling, an initial group of respondents is selected, usually at random. After being interviewed, these respondents are asked to identify others who belong to the target population of interest. This process is continued, resulting in a snowball effect as one referral is obtained from another. Thus, the referral process effectively produces the sampling from which respondents are selected.

(moderate, pages 330-334)

79. In a short essay, list and discuss the four probability sampling techniques used in marketing research.

Answer

a. In simple random sampling, each element in the population has a known and equal probability of selection. Furthermore, each possible sample of a given size has a known and equal probability of being the sample actually selected. The implication in a random sampling procedure is that each element is selected independently of every other element.

b. In systematic sampling, the sample is chosen by selecting a random starting point and then picking every i th element in succession from the sampling frame. The frequency with which the elements are drawn, i, is called the sampling interval. It is determined by dividing the population size N by the sample size n and rounding to the nearest integer.

c. Stratified sampling involves a two-step sampling process, producing a probability rather than a convenience or judgment sample. First, the population is divided into subgroups called strata. Every population element should be assigned to one and only one stratum, and no population elements should be omitted. Second, elements of each stratum are then randomly selected. A major objective of stratified sampling is to increase precision without increasing cost.

d. In cluster sampling, the target population is first divided into mutually exclusive and collectively exhaustive subpopulations, or clusters. Then a random sample of clusters is selected, based on a probability sampling technique. For each selected cluster, either all the elements are included in the sample or a sample of elements is drawn probabilistically. If all the elements in each selected cluster are included in the sample, the procedure is called one-stage cluster sampling. If a sample of elements is drawn probabilistically from each selected cluster, the procedure is two-stage cluster sampling.

(difficult, pages 334-339)

80. In a short essay, discuss the considerations that should be made when choosing between nonprobability sampling versus probability sampling for a market research study.

Answer

Choosing between nonprobability and probability samples is based on considerations such as the nature of the research, the error contributed by the sampling process relative to the nonsampling error, variability in the population, and statistical and operational considerations. For example, in exploratory research the findings are treated as preliminary and the use of probability sampling may not be warranted. On the other hand, in conclusive research in which the researcher wishes to generalize results to the target population, as in estimating market shares, probability sampling is favored. Probability samples allow statistical projection of the results to a target population.

(easy, pages 339-341)

81. In a short essay, discuss online intercept and online recruited sampling techniques.

Answer

a. Online intercept sampling. Visitors to a Web site are intercepted and given an opportunity to participate in the survey. The interception can be made at the one or more Web sites, including high traffic sites such as Yahoo!. In nonrandom sampling, every visitor is intercepted. This may be meaningful if the Web site traffic is low and the survey has to be completed in a short time and no incentive is being offered. However, this results in a convenience sample. Quotas can be imposed to improve representativeness. In random intercept sampling, the software selects visitors at random and a "pop-up" window asks whether the person wants to participate in the survey. The selection can be made based on simple random or systematic random sampling. If the population is defined as Web site visitors, then this procedure results in a probability sample (simple random or systematic, as the case may be). However, if the population is other than Web site visitors, then the resulting sample is more similar to a nonprobability sample. Nevertheless, randomization improves representativeness and discourages multiple responses from the same respondent.

b. Online recruited sampling- Internet panels. These function in ways similar to nonInternet panels as discussed in Chapters 3 and 5 and share many of the same advantages and disadvantages. In recruited panels, members can be recruited online or even by traditional means (mail, telephone). Based on the researcher's judgment, certain qualifying criteria can be introduced to prescreen the respondents. They are offered incentives for participation such as sweepstake prizes, redeemable points, and other types of Internet currencies. Members typically provide detailed psychographic, demographic, Internet usage, and product consumption information at the time of joining. Opt-in panels operate similarly except that members choose to opt-in as opposed to being recruited. To select a sample, the online company sends an e-mail message to those panelists who qualify based on sample specifications given by the researcher. All of the sampling techniques can be implemented using both types of Internet panels. The success of probability sampling techniques depends upon the extent to which the panel is representative of the target population. Highly targeted samples can be achieved, e.g., teenage girls who shop in malls more than twice a month.

c. Online recruited sampling- Nonpanel. These techniques request potential respondents go online to answer a survey. To illustrate, a computer store such as CompUSA may hand its customers a flier that directs them to a specific password protected site to respond to a questionnaire. If the populations is defined as the company's customers, as in a customer satisfaction survey, and a random procedure is used to select respondents, a probability sample will be obtained. Other nonpanel approaches involve the use of e-mail lists that have been rented from suppliers. Presumably, these respondents opted-in or gave permission for their e-mail addresses to be circulated. Offline techniques such as short telephone screening interviews are also used for recruiting Internet samples. Several companies routinely collect e-mail addresses in their customer relationship databases by obtaining that information from customer telephone interactions, product registration cards, on-site registrations, special promotions, and so on.

(moderate, pages 342-344)

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