Marketing Research Exam 2 Part 2

Front 1

Sampling units are:

Back 1

the target population elements available for selection during the sampling process

Front 2

An instructor has 300 students in her class. Students in the class requested cancel the class before Thanksgiving. She said if 70% of the students agreed. Instead of asking every student to participate in the poll, she asks students to write their names on cards and put them in a basket. She then pulled out 30 cards from the basket without looking at the basket or the cards. The instructor is practicing what kind of sampling technique?

Back 2

Simple random sample

Front 3

Before polling students in the School of Business, the researcher divides all the current students into groups based on their class standing (freshman, sophomores, etc). Then, she randomly draws a sample of 50 students from each of these groups to create a representative sample of the entire student body in the School. The researcher is practicing which of the following sampling methods?

Back 3

Stratified random sampling

Front 4

A researcher does not have the resources or time to do a probability sample. She wants to do a convenience sample, but she also wants to make sure that all ethnicities are fairly represented in her sample. What kind of sampling would you recommend to her?

Back 4

Quota sampling

Front 5

If you enter a shopping mall and notice a researcher handling out surveys to everyone, asking their opinion about a possible increase in state sales-tax rates, what type of sampling procedure is being used?

Back 5

Convenience sample

Front 6

If the estimated population standard deviation based on previous studies is $20, and the acceptable error is plus or minus $5, and the z-value for a 95 percent level of confidence is 1.96, the needed sample size is approximately:

Back 6

62

Front 7

If the estimated population proportion is .30 based on previous studies, and the acceptable error is plus or minus 5 percent, and the z-value for a 95 percent level of confidence is 1.96, the needed sample size is approximately:

Back 7

323

Front 8

Which of the following is not a piece of required information in order to determine sample size?

Back 8

estimated population median

Front 9

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.

Back 9

snowball

Front 10

In class, we ran an experiment where six students flipped a coin ten times and recorded the number of heads that appeared. However, when we plotted the results of those coin flips, it did not look like a normal distribution plot. This is due to:

Back 10

our low sample size

Front 11

If we increase our sample size, what happens to the confidence interval width (assuming we hold constant the % confidence)?

Back 11

the width decreases

Front 12

Examples of measurement

Back 12

- A researcher measuring the amount of beverage people consume with their meals.

- A researcher classifying people who enter a store based on their gender (male or female).

-A researcher collecting demographic info of online shoppers visiting a particular web site.

Front 13

A researcher gives respondents five brands of cereal and asks them to rank these cereals from the best liked (rank = 1) to the least liked (rank = 5). This scale is most closely a(n):

Back 13

ordinal scale.

Front 14

What type of scale structure is being used in a question that asks the respondent to write in his or her weight on the survey?

Back 14

Ratio

Front 15

In sample 1, the age of respondents varies from 29 to 50 years. In sample 2, the age of respondents varies from 15 to 61. This implies that sample 2 has a higher _____ than that of sample 1.

Back 15

range

Front 16

What type of a scale asks the respondent to state his/her agreement or disagreement with a series of statements about a specific brand in terms of a five-point scale ranging from strongly agree to strongly disagree?

Back 16

Likert scale

Front 17

A researcher is interested in finding out people's perception of their prices relative to those at Target. Given this objective, the researcher should use a:

Back 17

comparative rating scale.

Front 18

If a researcher wants to force respondents to make explicit trade-offs among several attributes or features, the most appropriate scale for this purpose is a:

Back 18

constant sum scale

Front 19

It is inappropriate to use nominal scales to calculate range.

Back 19

True

Front 20

A professor wants to determine the male-female ratio in his college. He designs a questionnaire in which a respondent only needs to choose between two choices, male and female. The scale used by the professor is an example of the _____ scale.

Back 20

nominal

Front 21

A researcher working at Arcade Inc. is interested in finding out people's perception of Arcade's prices and quality relative to those of its top market rival. Given this objective, which of the following would prove to be most efficient?

Back 21

Comparative rating scale

Front 22

An unstructured question is a:

Back 22

question that is open-ended formatted to allow respondents to reply in their own words.

Front 23

If a respondent does not have access to information needed to answer an item, then he/she has been exposed to a(n):

Back 23

unanswerable question.

Front 24

On a survey, a student comes across a question that asks, "To what extent did you find marketing and accounting courses useful?" This question is (most closely) an example of a(n):

Back 24

double-barreled question.

Front 25

_____ questions include income, sexual beliefs or behaviors, medical conditions, financial difficulties, alcohol consumption, and so forth that respondents are likely to respond to incorrectly.

Back 25

Sensitive