Certain measures such as the mean, mode, standard deviation, and range are forms of ________ used by marketing researchers to describe the sample dataset in such a way as to portray the "typical" respondent and to reveal the general pattern of responses.

Certain measures such as the mean, mode, standard deviation, and range are forms of ________ used by marketing researchers to describe the sample dataset in such a way as to portray the "typical" respondent and to reveal the general pattern of responses.

A) difference analysis
B) inference analysis
C) descriptive analysis
D) association analysis


Answer: C) descriptive analysis

There are basic types of statistical analyses that can be used by marketing researchers to reduce a dataset. Which of the following is NOT one of those basic types of statistical analyses?

There are basic types of statistical analyses that can be used by marketing researchers to reduce a dataset. Which of the following is NOT one of those basic types of statistical analyses?

A) Descriptive analysis
B) Regression analysis
C) Inference analysis
D) Difference analysis


Answer: B) Regression analysis

The problem confronting the marketing researcher when faced with a dataset is ________, which is defined as the process of describing a dataset by computing a small number of statistics that characterize various aspects of the dataset.

The problem confronting the marketing researcher when faced with a dataset is ________, which is defined as the process of describing a dataset by computing a small number of statistics that characterize various aspects of the dataset.

A) data analysis
B) data integrity
C) understanding the data book
D) choosing the data analytical software


Answer: A) data analysis

When respondents have a tendency to respond favorably or unfavorably regardless of the question, he or she is categorized under:

When respondents have a tendency to respond favorably or unfavorably regardless of the question, he or she is categorized under:

a. Yea or nay-saying pattern.
b. Incomplete response.
c. Nonresponse to specific questions.
d. Attention loss and fatigue.
e. Middle-of-the-road pattern.


Answer: a. Yea or nay-saying pattern.

When a respondent indicates "no opinion" to most of the questions, which of the following categories does he or she fall in?

When a respondent indicates "no opinion" to most of the questions, which of the following categories does he or she fall in?

a. Incomplete response
b. A middle-of-the-road pattern
c. Nay-saying pattern
d. Nonresponse to specific questions
e. A yea-saying pattern


Answer: b. A middle-of-the-road pattern

______ is defined as the identification of code values that are associated with the possible responses for each question on the questionnaire.

______ is defined as the identification of code values that are associated with the possible responses for each question on the questionnaire.

a. Data identification
b. Data analysis
c. Data collection
d. Data response
e. Data coding


Answer: e. Data coding

According to the Council of American Survey Research Organizations (CASRO) report, the ratio of the number of completed interviews to the number of eligible units in the sample is known as the:

According to the Council of American Survey Research Organizations (CASRO) report, the ratio of the number of completed interviews to the number of eligible units in the sample is known as the:

a. Response rate.
b. Third-person technique.
c. Reversals of scale endpoints.
d. Validation check.
e. Sampling plan.


Answer: a. Response rate.

Which of the following organizations has provided the industry with a standard for calculating response rates?

Which of the following organizations has provided the industry with a standard for calculating response rates?

a. Direct Marketing Association (DMA)
b. International Marketing & Research Association (IMRA)
c. Council of American Survey Research Organizations (CASRO)
d. Marketing Research Association
e. International Council for Response Rate Standardization


Answer: c. Council of American Survey Research Organizations (CASRO)

Which of the following best describes a completed survey?

Which of the following best describes a completed survey?

a. A survey in which all the primary questions have been answered
b. A survey in which all the demographic questions have been answered
c. A survey in which there have been no break-offs
d. A survey in which there have been no item omissions
e. A survey in which confidentiality and anonymity have been maintained


Answer: a. A survey in which all the primary questions have been answered

Which of the following is a phrase used to identify the percentage of the sample that did not answer a particular question?

Which of the following is a phrase used to identify the percentage of the sample that did not answer a particular question?

a. Validation check
b. Reversals of scale end-points
c. Item omission
d. Break-off
e. Role-playing


Answer: c. Item omission

A(n) ________ occurs when a respondent reaches a certain point and then decides not to answer any more questions in the survey.

A(n) ________ occurs when a respondent reaches a certain point and then decides not to answer any more questions in the survey.

a. Validation check
b. Reversal of scale end-points
c. Item omission
d. Break-off
e. Role-playing session


Answer: d. Break-off

Which of the following is a type of nonresponse in a survey?

Which of the following is a type of nonresponse in a survey?

a. Attention loss
b. Third-person technique
c. Item-omission
d. Fatigue
e. Role-playing


Answer: c. Item-omission

Rachel Luecht was responsible for conducting a survey of her university to determine as to what extent the students were in favor of a number of changes the university administration was considering. Rachel put posters up around the campus asking for students who wanted to earn extra money by interviewing other students on the campus. At the meeting, Rachel offered to pay the students $8 per hour. She also announced that she would supervise the interviews at random intervals and validate them at the end of the day. Rachel's decision to supervise the interviews would:

Rachel Luecht was responsible for conducting a survey of her university to determine as to what extent the students were in favor of a number of changes the university administration was considering. Rachel put posters up around the campus asking for students who wanted to earn extra money by interviewing other students on the campus. At the meeting, Rachel offered to pay the students $8 per hour. She also announced that she would supervise the interviews at random intervals and validate them at the end of the day. Rachel's decision to supervise the interviews would:

a. Help ensure there are no misunderstandings among the fieldworkers collecting the information.
b. Help ensure that there is a minimum of fatigue among the fieldworkers collecting the information.
c. Help ensure that her fieldworkers do not cheat.
d. Help ensure that the respondents are plenty for fieldworkers to interview.
e. Help control respondent misunderstandings.


Answer: c. Help ensure that her fieldworkers do not cheat.

Which of the following is most likely why prompters are often used during long questionnaires?

Which of the following is most likely why prompters are often used during long questionnaires?

a. To avoid misunderstandings
b. To facilitate proper training
c. To control attention loss or fatigue
d. To make sure there is no interviewer cheating
e. To avoid distractions


Answer: c. To control attention loss or fatigue

Reversal of scale endpoints may be useful for controlling a respondent's:

Reversal of scale endpoints may be useful for controlling a respondent's:

a. Tendency to guess answers.
b. False answers.
c. Nonresponse.
d. Attention loss.
e. Misunderstandings.


Answer: d. Attention loss.

The third-person technique is useful in:

The third-person technique is useful in:

a. Reducing fatigue by bringing in another interviewer.
b. Reducing falsehoods and nonresponse.
c. Reducing attention loss and misunderstanding.
d. Reducing fieldworker cheating.
e. Introducing third-party supervisors to supervise interviewers.


Answer: b. Reducing falsehoods and nonresponse.

_______ occurs when the respondent is given assurances that his or her answers will remain private.

_______ occurs when the respondent is given assurances that his or her answers will remain private.

a. Confidentiality
b. Supervision
c. Anonymity
d. Role-playing
e. Validation check


Answer: A

______ occurs when the respondent is assured that his or her name will not be associated with his or her answers.

______ occurs when the respondent is assured that his or her name will not be associated with his or her answers.

a. Confidentiality
b. Supervision
c. Anonymity
d. Role-playing
e. Validation check


Answer: c. Anonymity

_______ are dry runs or dress rehearsals of the questionnaire with the supervisor or some other interviewer playing the respondent's part.

_______ are dry runs or dress rehearsals of the questionnaire with the supervisor or some other interviewer playing the respondent's part.

a. Leading the respondents
b. Orientation sessions
c. Validation checks
d. Role-playing sessions
e. Third-person techniques


Answer: d. Role-playing sessions

_____ are meetings in which the supervisor introduces the survey and questionnaire administration requirements to the fieldworkers.

_____ are meetings in which the supervisor introduces the survey and questionnaire administration requirements to the fieldworkers.

a. Leading the respondents
b. Reward programs
c. Validation checks
d. Orientation sessions
e. Third-person techniques


Answer: d. Orientation sessions

Which of the following mechanisms is commonly used by professional field data-collection companies in minimizing unintentional fieldworker errors?

Which of the following mechanisms is commonly used by professional field data-collection companies in minimizing unintentional fieldworker errors?

a. Maintaining confidentiality
b. Reward programs
c. Monetary incentives
d. Selection and training
e. Third-person technique


Answer: d. Selection and training

Which of the following would most likely minimize interviewer cheating and errors like leading the respondents?

Which of the following would most likely minimize interviewer cheating and errors like leading the respondents?

a. Hiring honest interviewers
b. Third-person techniques
c. Supervision and validation
d. Orientation sessions
e. Financial incentives


Answer: c. Supervision and validation

While taking a survey, Ginny is constantly disturbed by her 10-year-old son, as a result of which she loses track and gives quick responses to all the questions. Which form of unintentional respondent error is evident here?

While taking a survey, Ginny is constantly disturbed by her 10-year-old son, as a result of which she loses track and gives quick responses to all the questions. Which form of unintentional respondent error is evident here?

a. Cheating
b. Distraction
c. Attention loss
d. Misunderstanding
e. Nonresponse


Answer: b. Distraction

Gareth was woken up from his sleep by a cold call from an interviewer. Since the subject of the survey was of Gareth's interest, Gareth entertained the caller even though he was sleepy. As a result, Gareth answered some questions without really paying attention. Which type of data collection error is evident here?

Gareth was woken up from his sleep by a cold call from an interviewer. Since the subject of the survey was of Gareth's interest, Gareth entertained the caller even though he was sleepy. As a result, Gareth answered some questions without really paying attention. Which type of data collection error is evident here?

a. Cheating
b. Attention loss
c. Misunderstanding
d. Distraction
e. Nonresponse


Answer: b. Attention loss

An unintentional respondent error occurs when a respondent's interest in the survey wanes, and this type of unintentional error is known as:

An unintentional respondent error occurs when a respondent's interest in the survey wanes, and this type of unintentional error is known as:

a. Cheating.
b. Attention loss.
c. Fatigue-related error.
d. Misunderstanding.
e. Nonresponse.


Answer: b. Attention loss.

Which of the following is why potential respondents refuse to take surveys?

Which of the following is why potential respondents refuse to take surveys?

a. Companies have reduced monetary incentives for interviewers
b. Distaste for survey participation, busy schedules, and desire for privacy
c. Respondents feel embarrassed to answer questions in the public
d. Lack of compensation for the time respondents spare for the interview
e. Complexity of the questions posed by the interviewers


Answer: b. Distaste for survey participation, busy schedules, and desire for privacy

______ includes a failure on the part of a prospective respondent to take part in the survey, premature termination of the interview, or refusals to answer specific questions on the questionnaire.

______ includes a failure on the part of a prospective respondent to take part in the survey, premature termination of the interview, or refusals to answer specific questions on the questionnaire.

a. Nonresponse
b. Cheating
c. Misunderstanding
d. Attention loss
e. Fatigue


Answer: a. Nonresponse

Which of the following is most likely why respondents fail to tell the truth in surveys?

Which of the following is most likely why respondents fail to tell the truth in surveys?

a. Respondents fail to tell the truth in surveys
b. Fieldworkers start cheating to complete the surveys
c. Fieldworkers become fatigued
d. Respondents suffer attention loss
e. Interviewers start misleading respondents


Answer: a. Respondents fail to tell the truth in surveys

Which of the following is NOT an example of how an interviewer might lead a respondent?

Which of the following is NOT an example of how an interviewer might lead a respondent?

a. Giving verbal cues over the telephone such as "uh-huh" to responses the interviewer disagrees with
b. Interviewer nodding his or head slightly as a "yes" to a question he or she agrees with
c. Responding to a respondent by saying "I thought you would say 'yes' as over 90% of my respondents have agreed on this issue."
d. Asking the question "Is conserving electricity a concern for you?" instead of, "Isn't conserving electricity a concern for you?"
e. Verbal cues such as "okay" over the telephone to responses interviewers agree with


Answer: e. Verbal cues such as "okay" over the telephone to responses interviewers agree with

Fieldworker misunderstanding would be considered an:

Fieldworker misunderstanding would be considered an:

a. Instinctive interviewer error.
b. Unintentional interviewer error.
c. Intentional fieldworker error.
d. Unintentional respondent error.
e. Intentional respondent error.


Answer: b. Unintentional interviewer error.

While the interviewer asked for Karen's monthly gross salary, Karen told him her monthly net salary. Which of the following is evident here?

While the interviewer asked for Karen's monthly gross salary, Karen told him her monthly net salary. Which of the following is evident here?

a. Respondent distraction
b. Respondent guessing
c. Fatigue-related mistakes
d. Respondent misunderstanding
e. Nonresponse


Answer: d. Respondent misunderstanding

_____ is defined as situations in which a respondent gives an answer without comprehending the question and/or the accompanying instructions.

_____ is defined as situations in which a respondent gives an answer without comprehending the question and/or the accompanying instructions.

a. Respondent falsehoods
b. Respondent guessing
c. Fatigue-related mistakes
d. Respondent misunderstanding
e. Nonresponse


Answer: d. Respondent misunderstanding

Which of the following is NOT an unintentional respondent error?

Which of the following is NOT an unintentional respondent error?

a. Misunderstanding
b. Guessing
c. Attention loss
d. Nonresponse
e. Distractions


Answer: d. Nonresponse

Shenron has been interviewing a lot of respondents since 10 A.M. in the morning. It's 5.30 P.M. and he wants to go home as he is tired. With his final respondent, he forgets asking a few questions and also forgets to take notes. Which of the following data collection errors is evident here?

Shenron has been interviewing a lot of respondents since 10 A.M. in the morning. It's 5.30 P.M. and he wants to go home as he is tired. With his final respondent, he forgets asking a few questions and also forgets to take notes. Which of the following data collection errors is evident here?

a. Respondent misunderstanding
b. Interviewer cheating
c. Fatigue-related mistakes
d. Nonresponse
e. Respondent distraction


Answer: c. Fatigue-related mistakes

______ occurs when a fieldworker believes he or she knows how to administer a survey but instead does it incorrectly.

______ occurs when a fieldworker believes he or she knows how to administer a survey but instead does it incorrectly.

a. Instinctive interviewer error
b. Intentional respondent error
c. Interviewer misunderstanding
d. Unintentional respondent error
e. Intentional interviewer error


Answer: c. Interviewer misunderstanding

An ________ occurs whenever a fieldworker commits an error while believing that he or she is performing correctly.

An ________ occurs whenever a fieldworker commits an error while believing that he or she is performing correctly.

a. Instinctive interviewer error
b. Intentional respondent error
c. Unintentional interviewer error
d. Unintentional respondent error
e. Intentional interviewer error


Answer: c. Unintentional interviewer error

To speed things up during a survey, Eliza frequently influences her respondents to get the desired responses. Which form of data collection error is evident here?

To speed things up during a survey, Eliza frequently influences her respondents to get the desired responses. Which form of data collection error is evident here?

a. Respondent distractions
b. Nonresponse
c. Leading the respondent
d. Interviewer misunderstanding
e. Respondent fatigue


Answer: c. Leading the respondent

_____ refers to attempting to influence the respondent's answers through wording, voice inflection, or body language.

_____ refers to attempting to influence the respondent's answers through wording, voice inflection, or body language.

a. Leading the respondent
b. Respondent misunderstanding
c. Respondent fatigue
d. Nonresponse
e. Interviewer cheating


Answer: a. Leading the respondent

Keith is paid $5 per interview. He questions people on their buying behavior. An unfinished interview does not earn him any compensation, therefore, he fabricates the data collected to earn the compensation sometimes. Which of the following data collection errors is evident here?

Keith is paid $5 per interview. He questions people on their buying behavior. An unfinished interview does not earn him any compensation, therefore, he fabricates the data collected to earn the compensation sometimes. Which of the following data collection errors is evident here?

a. Cheating
b. Nonresponse
c. Attention loss
d. Misunderstandings
e. Fatigue


Answer: d. Cheating

Which of the following is a type of intentional fieldworker error?

Which of the following is a type of intentional fieldworker error?

a. Guessing
b. Fatigue
c. Nonresponse
d. Cheating
e. Misunderstandings


Answer: d. Cheating

_____ occur whenever a data collection person willfully violates the data collection requirements set forth by the researcher.

_____ occur whenever a data collection person willfully violates the data collection requirements set forth by the researcher.

a. Unintentional fieldworker errors
b. Intentional respondent errors
c. Unintentional respondent errors
d. Intentional fieldworker errors
e. Instinctive respondent errors


Answer: d. Intentional fieldworker errors

Fieldworker errors and respondent errors are both classified into:

Fieldworker errors and respondent errors are both classified into:

a. Intentional and unintentional errors.
b. Conscious and unconscious errors.
c. Voluntary and involuntary errors.
d. Purposeful and purposeless errors.
e. False positive and false negative errors.


Answer: a. Intentional and unintentional errors.

______ are defined as errors committed by the individuals who administer questionnaires, typically interviewers.

______ are defined as errors committed by the individuals who administer questionnaires, typically interviewers.

a. Fieldworker errors
b. Respondent errors
c. Forecast errors
d. Continuity errors
e. False positive errors


Answer: a. Fieldworker error

Which of the following is a general type of nonsampling error?

Which of the following is a general type of nonsampling error?

a. Fieldworker error
b. Clerical error
c. Forecast error
d. Continuity error
e. False positive error


Answer: a. Fieldworker error

Which of the following best represents how a nonsampling error can be minimized?

Which of the following best represents how a nonsampling error can be minimized?

a. The sample size taken should be small in order to determine the nonsampling error more accurately.
b. Various controls can be imposed on the data collection process to minimize the effects of nonsampling error.
c. The sample selected from the sample size should be random.
d. The nonsampling error should be controlled.
e. Data collection should be kept at a minimum to minimize nonsampling error.


Answer: b. Various controls can be imposed on the data collection process to minimize the effects of nonsampling error.

Which of the following is true about nonsampling errors?

Which of the following is true about nonsampling errors?

a. It cannot be measured by a formula like sampling errors.
b. It can be measured as accurately as sampling errors.
c. It can be measured if the sample plan is available.
d. It cannot be measured if the sample size is not available.
e. It can be easily controlled like sampling errors.


Answer: a. It cannot be measured by a formula like sampling errors.

______ is the phase of the marketing research process during which respondents provide their answers or information to inquiries posed to them by the researcher.

______ is the phase of the marketing research process during which respondents provide their answers or information to inquiries posed to them by the researcher.

a. Data coding
b. Interviewing
c. Data analysis
d. Sampling
e. Data collection


Answer: e. Data collection

Which of the following is NOT a nonsampling error?

Which of the following is NOT a nonsampling error?

a. All types of nonresponse error
b. Data gathering and handling error
c. Data analysis
d. Data interpretation error
e. Size of the sample taken


Answer: e. Size of the sample taken

____ is defined as all errors in a survey except those attributable to the sample plan and sample size.

____ is defined as all errors in a survey except those attributable to the sample plan and sample size.

a. Transcriptional error
b. Sampling risk
c. Continuity error
d. Nonsampling error
e. Sampling frame


Answer: d. Nonsampling error

When a researcher encounters data quality issues, there are several options. Which of the following is NOT one of the options in addressing data quality issues?

When a researcher encounters data quality issues, there are several options. Which of the following is NOT one of the options in addressing data quality issues?

a. Throw out the respondent's entire data row.
b. Leave the respondent's entire data row in the dataset.
c. Leave the respondent's data row but correct the answers.
d. Set the bad data items to blanks or missing data.


Answer: c. Leave the respondent's data row but correct the answers.

With online surveys most bothersome, problems during questionnaire screening problems can usually be prevented by selecting ________ that prevent the occurrence of such errors.

With online surveys most bothersome, problems during questionnaire screening problems can usually be prevented by selecting ________ that prevent the occurrence of such errors.

a. Proper market research analysts
b. Options or requirements in the online questionnaire program
c. A proper survey design software program
d. A proper data analytics software program


Answer: b. Options or requirements in the online questionnaire program

Problem respondents fall into several categories. Which of the following does NOT represent one of these problem respondent categories?

Problem respondents fall into several categories. Which of the following does NOT represent one of these problem respondent categories?

a. Homogeneous responses
b. Break-offs
c. Item omissions
d. Yea-or nay-saying patterns


Answer: a. Homogeneous responses

When inspecting raw data, researchers look for "break-offs," which is:

When inspecting raw data, researchers look for "break-offs," which is:

a. A non-response.
b. The signal of a complete response.
c. An omitted response.
d. An incomplete response.


Answer: d. An incomplete response.

The purpose of ________ is to determine the presence of "bad" respondents and to throw out the ones with severe problems.

The purpose of ________ is to determine the presence of "bad" respondents and to throw out the ones with severe problems.

a. Examination of incorrect answers
b. Valid data inspection
c. Raw data inspection
d. Examination of correct answers


Answer: c. Raw data inspection

Nonresponses as well as answers with a suspicious pattern necessitate ________ in the marketing research process that involves inspecting respondents' answers in the dataset.

Nonresponses as well as answers with a suspicious pattern necessitate ________ in the marketing research process that involves inspecting respondents' answers in the dataset.

a. Validating interviewers survey methods
b. A separate phase of the data preparation stage
c. Validating respondents' answers
d. A separate type of software analysis


Answer: b. A separate phase of the data preparation stage

When doing ________, it is far more convenient to have findings tables use the labels on the questionnaire, such as "male" or "female," rather than the code numbers, such as "1" and "2."

When doing ________, it is far more convenient to have findings tables use the labels on the questionnaire, such as "male" or "female," rather than the code numbers, such as "1" and "2."

a. Data coding
b. Data analysis
c. Data validation
d. Data booking


Answer: a. Data coding

With online surveys, the data file "builds" or "grows" as respondents submit their completed online questionnaires, which means ________ are programmed into the questionnaire file automatically by the online questionnaire software or by the person who designs the online questionnaire.

With online surveys, the data file "builds" or "grows" as respondents submit their completed online questionnaires, which means ________ are programmed into the questionnaire file automatically by the online questionnaire software or by the person who designs the online questionnaire.

a. Codes
b. Answers
c. Analytics
d. Hidden data


Answer: a. Codes

The advantage of a code book that describes the data file is that any ________ can work on the dataset.

The advantage of a code book that describes the data file is that any ________ can work on the dataset.

a. Interviewer
b. Marketer
c. Software engineer
d. Analyst


Answer: Analyst

A data code book identifies all of the following EXCEPT:

A data code book identifies all of the following EXCEPT:

a. The questions on the questionnaire.
b. The variable name or label that is associated with each question or question part.
c. The software analytic methodology.
d. The code numbers associated with each possible response to each question.


Answer: c. The software analytic methodology.

_____ is the operation in which the identification of code values are associated with the possible responses for each question on the questionnaire.

_____ is the operation in which the identification of code values are associated with the possible responses for each question on the questionnaire.

a. Data analysis
b. Data coding
c. Dataset entry
d. Data code entry


Answer: b. Data coding

For the vast majority of surveys, respondents' answers are typically contained in an electronic ________, a matrix arrangement of numbers (mainly) in rows and columns similar to a Microsoft Excel spreadsheet.

For the vast majority of surveys, respondents' answers are typically contained in an electronic ________, a matrix arrangement of numbers (mainly) in rows and columns similar to a Microsoft Excel spreadsheet.

a. Data code
b. Data analysis
c. Dataset
d. Data code book


Answer: c. Dataset

Practically every research association has some sort of formalized recommendations, best practices, standards, or admonishments to guide researchers in identifying the highest-quality ________ when considering their services.

Practically every research association has some sort of formalized recommendations, best practices, standards, or admonishments to guide researchers in identifying the highest-quality ________ when considering their services.

a. Mall intercept companies
b. Online panel companies
c. Social media companies
d. Secret shopper companies


Answer: b. Online panel companies

Many do-it-yourself (DIY) marketing researchers and others are not aware of the shortcomings often found in the quality of data generated via:

Many do-it-yourself (DIY) marketing researchers and others are not aware of the shortcomings often found in the quality of data generated via:

a. Online panels.
b. Focus groups.
c. Mall intercepts.
d. Telephone surveys.


Answer: a. Online panels.

Panel companies claim to provide samples of very specific ________ by inviting only those panel members who qualify on specific criteria to participate in any given survey.

Panel companies claim to provide samples of very specific ________ by inviting only those panel members who qualify on specific criteria to participate in any given survey.

a. Non-consumer types
b. Businesses
c. Interviewers
d. Consumer types


Answer: d. Consumer types

Panel companies claim to provide representative samples of ________, including citizens of foreign countries.

Panel companies claim to provide representative samples of ________, including citizens of foreign countries.

a. Those with landlines
b. Those inclined to complete surveys
c. Diverse populations
d. Those without Internet service

Answer: c. Diverse populations

Skyrocketing nonresponse rates and the popularity of online surveys have prompted a number of firms to use ________ -a company that accommodates surveyors by recruiting and selling access to very large, diverse groups of consumers and businesses.

Skyrocketing nonresponse rates and the popularity of online surveys have prompted a number of firms to use ________ -a company that accommodates surveyors by recruiting and selling access to very large, diverse groups of consumers and businesses.

a. A data collection company
b. A panel company
c. Social media
d. Mall intercepts


Answer: b. A panel company

According to the CASRO report and the American Association for Public Opinion Research, ________ is defined as the ratio of the number of completed interviews to the number of eligible units in the sample.

According to the CASRO report and the American Association for Public Opinion Research, ________ is defined as the ratio of the number of completed interviews to the number of eligible units in the sample.

a. Response rate
b. Survey ratio
c. Interviewer response
d. Confidence interval


Answer: a. Response rate

Because secondary questions are not the primary focus of the study, ________ may be defined as one in which all the primary questions have been answered.

Because secondary questions are not the primary focus of the study, ________ may be defined as one in which all the primary questions have been answered.

a. An incomplete interview
b. A partially completed interview
c. A non-valid interview
d. A completed interview


Answer: d. A completed interview

It is useful for a researcher to offer the "don't know" option with questions that require mental effort in order to reduce:

It is useful for a researcher to offer the "don't know" option with questions that require mental effort in order to reduce:

a. Item breakoffs.
b. Item cheating.
c. Item omissions.
d. Refusals to participate.


Answer: c. Item omissions.

Factors such as interviews taking longer than the respondent expected; the topic and specific questions are distasteful, too personal, or boring; the instructions confusing; the survey may be too complex; or a sudden interruption result in:

Factors such as interviews taking longer than the respondent expected; the topic and specific questions are distasteful, too personal, or boring; the instructions confusing; the survey may be too complex; or a sudden interruption result in:

a. Respondent refusals to participate.
b. Respondent break-offs.
c. Respondent omissions.
d. Respondent cheating.


Answer: b. Respondent break-offs.

Factors such as people who are busy or have no interest in the survey, who are turned off by the interviewer's voice or approach, or who feel a topic may be overly sensitive result in:

Factors such as people who are busy or have no interest in the survey, who are turned off by the interviewer's voice or approach, or who feel a topic may be overly sensitive result in:

a. Respondent refusals to participate.
b. Respondent break-offs.
c. Respondent omissions.
d. Respondent cheating.


Answer: a. Respondent refusals to participate.

There are different types of potential nonresponse errors in any survey. Which of the following is NOT one of those potential nonresponse errors?

There are different types of potential nonresponse errors in any survey. Which of the following is NOT one of those potential nonresponse errors?

a. Refusal to participate in the survey
b. Break-offs during the interview
c. Item omission
d. Late completion


Answer: d. Late completion

A failure on the part of a prospective respondent to take part in the survey, premature termination of the interview, or refusals to answer specific questions on the questionnaire is:

A failure on the part of a prospective respondent to take part in the survey, premature termination of the interview, or refusals to answer specific questions on the questionnaire is:

a. Respondent cheating.
b. Respondent misunderstanding.
c. Respondent nonresponse.
d. Respondent fatigue.


Answer: c. Respondent nonresponse.

One of the most important ways to control a wide variety of nonsampling errors on the part of both interviewers and respondents during the data collection stage of the marketing research process is to:

One of the most important ways to control a wide variety of nonsampling errors on the part of both interviewers and respondents during the data collection stage of the marketing research process is to:

a. Allocate sufficient amounts for survey administration.
b. Stress the importance of good questionnaire design in reducing these errors.
c. Stress the importance of thorough validation.
d. Focus on paying respondents and interviewers appropriately.
b. Stress the importance of good questionnaire design in reducing these errors.


Answer: B

The control of unintentional respondent error takes various forms including all of the following EXCEPT:

The control of unintentional respondent error takes various forms including all of the following EXCEPT:

a. Careful selection of respondents.
b. Well-drafted questionnaire instructions and examples.
c. Reversals of scale endpoints.
d. Use of prompters.


Answer: a. Careful selection of respondents.

Sometimes the opportunity arises to use the ________, in which, instead of directly quizzing the respondent about a subject that might be embarrassing, the interviewer couches the question in terms of another person who is similar to the respondent.

Sometimes the opportunity arises to use the ________, in which, instead of directly quizzing the respondent about a subject that might be embarrassing, the interviewer couches the question in terms of another person who is similar to the respondent.

a. in-direct technique
b. anonymous person technique
c. confidentiality technique
d. third-person technique


Answer: d. third-person technique

Methods useful in minimizing intentional respondent error include all of the following EXCEPT:

Methods useful in minimizing intentional respondent error include all of the following EXCEPT:

a. Anonymity.
b. Confidentiality.
c. Use of contract respondents.
d. Validation checks.


Answer: c. Use of contract respondents.

To control ________, it is important to minimize falsehoods and non-response tendencies on the part of respondents.

To control ________, it is important to minimize falsehoods and non-response tendencies on the part of respondents.

a. unintentional respondent error
b. intentional respondent error
c. interviewer behavior error
d. data analysis error


Answer: b. intentional respondent error

There are several mechanisms routinely used by professional field data collection companies to reduce unintentional fieldworker errors. Which of the following is NOT one of those mechanisms?

There are several mechanisms routinely used by professional field data collection companies to reduce unintentional fieldworker errors. Which of the following is NOT one of those mechanisms?

a. Psychological screening
b. Selection and training
c. Orientation sessions
d. Role playing


Answer: a. Psychological screening

The strategy aimed at the falsification/cheating problem is:

The strategy aimed at the falsification/cheating problem is:

a. Double-checking.
b. Re-checking.
c. Double-blind interviewing.
d. Validation.


Answer: d. Validation.

Precautions and procedures can be implemented to ________ the effects of the various data-collection errors.

Precautions and procedures can be implemented to ________ the effects of the various data-collection errors.

a. eliminate
b. exaggerate
c. minimize
d. erase


Answer: c. minimize

An interviewer asks a respondent for his or her total monthly income. The respondent reports only her own income and not that of her husband. What type of error would this be?

An interviewer asks a respondent for his or her total monthly income. The respondent reports only her own income and not that of her husband. What type of error would this be?

a. Respondent distraction
b. Respondent misunderstanding
c. Respondent guessing
d. Fatigue-related mistake


Answer: b. Respondent misunderstanding

Situations in which a respondent gives an answer without comprehending the question and/or the accompanying instructions are known as:

Situations in which a respondent gives an answer without comprehending the question and/or the accompanying instructions are known as:

a. Respondent misunderstanding.
b. Respondent cheating.
c. Respondent guessing.
d. Fatigue-related mistakes.


Answer: e. Respondent misunderstanding.

Of the following, which is NOT an unintentional respondent error?

Of the following, which is NOT an unintentional respondent error?

a. Misunderstanding
b. Fatigue
c. Distraction
d. Nonresponse


Answer: d. Nonresponse

When a fieldworker believes he or she knows how to administer a survey but instead does it incorrectly, it is known as:

When a fieldworker believes he or she knows how to administer a survey but instead does it incorrectly, it is known as:

a. Instinctive interviewer error.
b. Intentional respondent error.
c. Interviewer misunderstanding.
d. Unintentional respondent error.


Answer: c. Interviewer misunderstanding.

When a data collection person willfully violates the data collection requirements set forth by the researcher, it is known as:

When a data collection person willfully violates the data collection requirements set forth by the researcher, it is known as:

a. Unintentional fieldworker error.
b. Intentional fieldworker error.
c. Intentional respondent error.
d. Unintentional respondent error.
b. Intentional fieldworker error.


Answer: b. Intentional fieldworker error.

There are several types of unintentional fieldworker errors. Which of the following would NOT be considered one of those types of unintentional fieldworker errors?

There are several types of unintentional fieldworker errors. Which of the following would NOT be considered one of those types of unintentional fieldworker errors?

a. Interviewer plagiarism
b. Unintentional interviewer errors
c. Interviewer misunderstanding
d. Interviewer fatigue


Answer: a) Interviewer plagiarism

There are three general sources of unintentional interviewer errors. Which of the following is NOT a source of unintentional interviewer error?

There are three general sources of unintentional interviewer errors. Which of the following is NOT a source of unintentional interviewer error?

A) Interviewer personal characteristics
B) Interviewer misunderstandings
C) Interviewer fatigue
D) Offering answers


Answer: D) Offering answers

When trying to meet survey deadlines, Andrew verbally coaches respondents to obtain the desired responses. What type of interviewer error is this?

When trying to meet survey deadlines, Andrew verbally coaches respondents to obtain the desired responses. What type of interviewer error is this?

A) Distracting the respondent
B) Pressuring the respondent
C) Leading the respondent
D) Misleading the respondent


Answer: C) Leading the respondent

Both fieldworkers and respondents make errors. These fall into two categories:

Both fieldworkers and respondents make errors. These fall into two categories:

A) Intentional and unintentional errors.
B) Conscious and unconscious errors.
C) Voluntary and involuntary errors.
D) Purposeful and non-purposeful errors.


Answer: A) Intentional and unintentional errors.

A wide variety of nonsampling errors can occur during data collection. The first type of general error is:

A wide variety of nonsampling errors can occur during data collection. The first type of general error is:

A) Research coordinator error.
B) Research planner error.
C) Data coordinator error.
D) Fieldworker error.


Answer: D) Fieldworker error.

Because nonsampling error cannot be measured by a formula as can sampling error, we describe the various controls that can be imposed on the ________ to minimize the effects of nonsampling error.

Because nonsampling error cannot be measured by a formula as can sampling error, we describe the various controls that can be imposed on the ________ to minimize the effects of nonsampling error.

A) survey design process
B) survey analysis process
C) data collection process
D) planning stage


Answer: C) data collection process

Generally, there is great potential for large nonsampling error to occur during the:

Generally, there is great potential for large nonsampling error to occur during the:

A) Sampling data stage.
B) Planning stage.
C) Data collection stage.
D) Data analysis stage.


Answer: C) Data collection stage.

Of the following, which is NOT an example of nonsampling error?

Of the following, which is NOT an example of nonsampling error?

A) All types of nonresponse error
B) Size of the sample taken
C) Data gathering and handling error
D) Data interpretation error


Answer: B) Size of the sample taken

All errors in a survey except those attributable to the sample plan and sample size are termed:

All errors in a survey except those attributable to the sample plan and sample size are termed:

A) Nonsampling error.
B) Sample risk.
C) Continuity error.
D) Transcript error.


Answer: A) Nonsampling error.

Dot Miller owns a small chain of dive shops. She is interested in knowing how many potential customers she will need to sample in several large cities within a three- to four-hour drive of her shops located on the California coast. She wants to estimate the mean response to a 10-point scale measuring the likelihood that they will subscribe to a dive package which, if they take advantage of all the dives, represents a savings of 50 percent over taking the dives individually. In estimating the standard deviation in the population for the formula for calculating the sample size for estimating a mean, Dot can:

Dot Miller owns a small chain of dive shops. She is interested in knowing how many potential customers she will need to sample in several large cities within a three- to four-hour drive of her shops located on the California coast. She wants to estimate the mean response to a 10-point scale measuring the likelihood that they will subscribe to a dive package which, if they take advantage of all the dives, represents a savings of 50 percent over taking the dives individually. In estimating the standard deviation in the population for the formula for calculating the sample size for estimating a mean, Dot can:

A) Rely on the knowledge of other owners in the dive industry to share their knowledge of surveying scuba divers.
B) Use some prior knowledge about the population, undertake a pilot study or estimate the range, and divide by 10.
C) Use some prior knowledge about the population, undertake a pilot study or estimate the range (7), and divide by 6.
D) Undertake a pilot study using members of the dive population who live near the present dive shops.
E) None of the above; if you do not have the actual standard deviation, you cannot use the formula.


Answer: C) Use some prior knowledge about the population, undertake a pilot study or estimate the range (7), and divide by 6.

A study is to be performed for a local restaurant, McGuire's, and Mr. McGuire wants to know the awareness of the restaurant name as well as satisfaction with food, service, and prices. Furthermore, being in the restaurant business for many years, Mr. McGuire is certain that he has very different clientele depending on which meal and whether they are there during the weekdays or weekends. Therefore, he wants to know answers to these issues by subgroups such as those who have eaten lunch meals, dinner meals, weekday patrons, and weekend patrons. Given these analysis goals, which sample size approach should be considered?

A study is to be performed for a local restaurant, McGuire's, and Mr. McGuire wants to know the awareness of the restaurant name as well as satisfaction with food, service, and prices. Furthermore, being in the restaurant business for many years, Mr. McGuire is certain that he has very different clientele depending on which meal and whether they are there during the weekdays or weekends. Therefore, he wants to know answers to these issues by subgroups such as those who have eaten lunch meals, dinner meals, weekday patrons, and weekend patrons. Given these analysis goals, which sample size approach should be considered?

A) Arbitrary approach
B) Conventional approach
C) Statistical analysis approach
D) Confidence percentage approach
E) The cost basis approach


Answer: C) Statistical analysis approach

Zoom-IT is a high-technology firm specializing in electronic consumer products. In particular, the company has worked on expansion systems for LCD and plasma screens. The company has developed a method for expanding the 2-inch screen on Apple iPod video display units to 8 inches by increasing the weight of the iPod by only 3 ounces. The "pop out" screen relies on Space Age plastics and an electronic expansion system that works similar to camera shutters. The only drawback is that the add-on device costs an additional $350, more than the cost of the iPod. Before going into production and marketing, Zoom-IT CEO Jane Ellen Roberts, decides she wants some evidence that the device will sell. She commissions the marketing research department to conduct a survey and the critical question asks for likelihood to purchase the product on a 10-point scale. The researchers, attempting to determine the ideal sample size, realize there is no former study on this issue on which they could estimate the standard deviation in the population. They are considering the expense of a small pilot test, but researchers James Hughes and Bennet Alford make a reasonable recommendation to:

Zoom-IT is a high-technology firm specializing in electronic consumer products. In particular, the company has worked on expansion systems for LCD and plasma screens. The company has developed a method for expanding the 2-inch screen on Apple iPod video display units to 8 inches by increasing the weight of the iPod by only 3 ounces. The "pop out" screen relies on Space Age plastics and an electronic expansion system that works similar to camera shutters. The only drawback is that the add-on device costs an additional $350, more than the cost of the iPod. Before going into production and marketing, Zoom-IT CEO Jane Ellen Roberts, decides she wants some evidence that the device will sell. She commissions the marketing research department to conduct a survey and the critical question asks for likelihood to purchase the product on a 10-point scale. The researchers, attempting to determine the ideal sample size, realize there is no former study on this issue on which they could estimate the standard deviation in the population. They are considering the expense of a small pilot test, but researchers James Hughes and Bennet Alford make a reasonable recommendation to:

A) Use 50/50.
B) Use the standard deviation from a study they conducted on expanding plasma screens from 40 inches to 90 inches.
C) Use a table of random numbers to generate a random standard deviation.
D) Divide the 10 scale points by 6 because ±3 (or 6) standard deviations covers the range of observations (10) and by dividing by 6 will yield a reasonable estimate of 1 standard deviation which they may use for s.
E) None of the above; you do not need to estimate standard deviation in the sample size formula for the mean.


Answer: D) Divide the 10 scale points by 6 because ±3 (or 6) standard deviations covers the range of observations (10) and by dividing by 6 will yield a reasonable estimate of 1 standard deviation which they may use for s.

Political Research Associates has been hired to conduct a survey to determine the percentage of voters. If the election were held today, who would vote for Candidate X for president? Candidate X has not even announced her candidacy for president and there are no previous surveys that would indicate voter preferences. Still, Political Research Associates must estimate the variability in the population in order to determine the size of the sample they need for their survey for Candidate X. Which of the following would be the wisest choice for estimating variability?

Political Research Associates has been hired to conduct a survey to determine the percentage of voters. If the election were held today, who would vote for Candidate X for president? Candidate X has not even announced her candidacy for president and there are no previous surveys that would indicate voter preferences. Still, Political Research Associates must estimate the variability in the population in order to determine the size of the sample they need for their survey for Candidate X. Which of the following would be the wisest choice for estimating variability?

A) ±5 percent
B) p = 1.96
C) q = 100 percent, p = 50 percent
D) p = 50 percent, q = 50 percent
E) n = 51 percent, q = 49 percent


Answer: D) p = 50 percent, q = 50 percent

Jack McCombs is the owner of several Firehouse Subs sandwich shops in Anytown. He has been spending $200,000 a year in various media in Anytown in an attempt to build awareness of his stores. Instead of continuing to spend the same amount on advertising every year, Jack wants an assessment as to what he has gained from the advertising he has paid for. He is interested in knowing what percentage of the population in Anytown is aware of his store's name, menu, and locations — three factors for which he has attempted to build awareness. His advertising agency quoted him a price for a survey and told him they would use a sample size of 150, and that they were assuming 35 percent of the respondents would be aware of his advertising. Jack was reluctant to use the advertising agency to conduct the survey. He felt like he needed another firm so as to avoid any conflict of interest. He found a marketing researcher in town who was certified as a CPR by the Marketing Research Association. The CPR asked Jack how accurate he wanted the results of the survey to be. Jack said he wanted the percentage to be within ±3 percent of the real population percentage. Assuming he wanted to be 95 percent confident of the accuracy of the results, the CPR used the following formula to determine the accuracy of the survey recommended by the ad agency: ± sample error percent = 1.96 ∗ the square root of pq/n. Using the formula, what would be the sample error if Jack were to use the ad agency survey recommendation?

Jack McCombs is the owner of several Firehouse Subs sandwich shops in Anytown. He has been spending $200,000 a year in various media in Anytown in an attempt to build awareness of his stores. Instead of continuing to spend the same amount on advertising every year, Jack wants an assessment as to what he has gained from the advertising he has paid for. He is interested in knowing what percentage of the population in Anytown is aware of his store's name, menu, and locations — three factors for which he has attempted to build awareness. His advertising agency quoted him a price for a survey and told him they would use a sample size of 150, and that they were assuming 35 percent of the respondents would be aware of his advertising. Jack was reluctant to use the advertising agency to conduct the survey. He felt like he needed another firm so as to avoid any conflict of interest. He found a marketing researcher in town who was certified as a CPR by the Marketing Research Association. The CPR asked Jack how accurate he wanted the results of the survey to be. Jack said he wanted the percentage to be within ±3 percent of the real population percentage. Assuming he wanted to be 95 percent confident of the accuracy of the results, the CPR used the following formula to determine the accuracy of the survey recommended by the ad agency: ± sample error percent = 1.96 ∗ the square root of pq/n. Using the formula, what would be the sample error if Jack were to use the ad agency survey recommendation?

A) ±3 percent
B) ±4 percent
C) ±5 percent
D) ±6 percent
E) ±7 percent


Answer: E) ±7 percent

An amusement park owner is considering a survey to determine customer preferences for a new water ride. The owner and the researcher discuss the concept of the level of accuracy. The owner accepts a level of accuracy of ±5 percent. Assuming that the survey finds that 70 percent of the survey respondents indicate they want the ride, what does having a level of accuracy of ±5 percent accuracy actually mean?

An amusement park owner is considering a survey to determine customer preferences for a new water ride. The owner and the researcher discuss the concept of the level of accuracy. The owner accepts a level of accuracy of ±5 percent. Assuming that the survey finds that 70 percent of the survey respondents indicate they want the ride, what does having a level of accuracy of ±5 percent accuracy actually mean?

A) that there will be a 5 percent chance that the owner will make the wrong decision as to whether or not to build the new water ride
B) that the real percentage of the park's customers who prefer the new water ride falls between 0 and 5 percent
C) that there is a 95 percent chance that the owner will make the right decision as to whether or not to build the new water ride
D) that the real percentage of the park's customers who prefer the new water ride falls between 65 and 75 percent
E) that there is a 5 percent chance, ±, that the owner will make the right decision


Answer: B) that the real percentage of the park's customers who prefer the new water ride falls between 0 and 5 percent

You are going to use a purposive sample (a nonprobability sample) to collect data from fast-food restaurant customers. Which of the following concepts would be applicable to determining sample size?

You are going to use a purposive sample (a nonprobability sample) to collect data from fast-food restaurant customers. Which of the following concepts would be applicable to determining sample size?

A) Confidence intervals
B) Sample size formula for estimating a percentage
C) Sample size formula for estimating a mean
D) Estimating a population value within a stated percent of allowable error
E) None of the above would be appropriate; sample size concepts and formulas are only applicable when probability sampling plans have been used.


Answer: D) Estimating a population value within a stated percent of allowable error

A finite multiplier is used when the population, relative to the sample size, is:

A finite multiplier is used when the population, relative to the sample size, is:

A) Small.
B) Large.
C) Finite.
D) Variable.
E) Infinite.


Answer: a. Small

Which of the following samples have been determined by using the statistical analysis approach?

Which of the following samples have been determined by using the statistical analysis approach?

A) The sample size needed to properly analyze subgroups
B) 1,000 respondents
C) Between 1,000 and 1,200 respondents
D) 200 respondents because each interview is $30
E) A former study's sample, which generated favorable statistics


Answer: A) The sample size needed to properly analyze subgroups

A sample that has been determined by using a cost basis approach would be when:

A sample that has been determined by using a cost basis approach would be when:

A) The manager has discussed the statistical analysis with the research project director.
B) The manager has discussed the competitor's marketing results with the research project director.
C) The manager has discussed the previous marketing study with the research project director.
D) The manager has discussed the budget with the research project director and they have decided to spend "all they can afford" on the project.
E) None of the above


Answer: D) The manager has discussed the budget with the research project director and they have decided to spend "all they can afford" on the project.

The basic difference between an arbitrary and a conventional sample size determination is that:

The basic difference between an arbitrary and a conventional sample size determination is that:

A) The conventional approach has no defensible logic, whereas the arbitrary approach appears to have faulty logic.
B) The conventional approach doesn't appear to be logical, whereas the arbitrary approach has defensible logic.
C) The arbitrary approach has no defensible logic, whereas the conventional approach is logical.
D) The arbitrary approach has no defensible logic, whereas the conventional approach appears logical but is faulty.


Answer: E) The arbitrary approach, though arbitrary, has sound logic, and the conventional approach has conventional support.

When determining sample size, the conventional approach would NOT be:

When determining sample size, the conventional approach would NOT be:

A) An average of the sample sizes of similar studies.
B) The modal sample size of previous surveys.
C) 5 percent of the entire population.
D) The sample size of a competitor's survey that the company somehow discovered.
E) The sample sizes normally reported in published reports.


Answer: C) 5 percent of the entire population.

When attempting to balance the sample size with the cost of data collection, the textbook illustrated that it is helpful to:

When attempting to balance the sample size with the cost of data collection, the textbook illustrated that it is helpful to:

A) Use an Excel spreadsheet.
B) Rely on financial leveraging.
C) Use a table that depicts data collection cost and sample error for different sample sizes.
D) Use a table that depicts data collection cost and the costs of computing different sample sizes.
E) Use a table that depicts data collection cost contrasted to the cost of not doing research.


Answer: C) Use a table that depicts data collection cost and sample error for different sample sizes.

If we are using the sample size formula to be used when estimating a mean and we are trying to determine e, we are trying to indicate:

If we are using the sample size formula to be used when estimating a mean and we are trying to determine e, we are trying to indicate:

A) The allowable error.
B) The proportion of s to S in the sample.
C) The range of possible z scores in the population.
D) The percentage of the respondents who will answer p.
E) The percentage of the respondents who will answer q.

Answer: A) The allowable error.

If we are using the sample size formula to be used when estimating a mean and we are trying to determine s, we are trying to indicate:

If we are using the sample size formula to be used when estimating a mean and we are trying to determine s, we are trying to indicate:

A) The pq population mean.
B) The variability in the population represented by the standard deviation.
C) The sample size.
D) The allowable error represented by the standard deviation.
E) None of the above; the formula does not have an s.


Answer: B) The variability in the population represented by the standard deviation.

If we are using the formula for calculating the sample size for estimating a mean, the formula will contain:

If we are using the formula for calculating the sample size for estimating a mean, the formula will contain:

A) s.
B) %.
C) Z3.
D) pq.
E) None of the above; there is no sample size formula for estimating a mean.


Answer: A) s.

Which of the following statements best illustrates the concept of the "level of confidence" or z value chosen in sample size formulae?

Which of the following statements best illustrates the concept of the "level of confidence" or z value chosen in sample size formulae?

A) By setting z at 1.96 it means that the manager could expect, if she conducted the survey many, many times, the value of p would fall within the sample error range 95 percent of the time.
B) By setting z at 1.96 it means that the manager could expect, if she conducted the survey many, many times, the value of p would fall within the sample error range 5 percent of the time.
C) By setting z at 2.58 it means that the manager could expect, if she conducted the survey many, many times, the value of p would fall within the sample error range 95 percent of the time.
D) By setting z at 1.96 it means that the manager could expect, if she conducted the survey many, many times, the value of p would fall within the sample error range 99 percent of the time.
E) By setting z at 2.58 it means that the manager could expect, if she conducted the survey many, many times, the value of p would fall within the sample error range 1 percent of the time.


Answer: A) By setting z at 1.96 it means that the manager could expect, if she conducted the survey many, many times, the value of p would fall within the sample error range 95 percent of the time.

In trying to estimate the variability in the population in order to determine pq, which of the following represents viable alternatives?

In trying to estimate the variability in the population in order to determine pq, which of the following represents viable alternatives?

A) Use a random number generator to provide two random values for p and q.
B) Use the most conservative approach, p = 10, q = 90.
C) Use 90/10 or find a former study and calculate the variance or conduct a pilot study.
D) Use 1/5 or find a former study and calculate the variance or conduct a pilot study.
E) Use 50/50 or find a former study and calculate the variance or conduct a pilot study.


Answer: E) Use 50/50 or find a former study and calculate the variance or conduct a pilot study.

If we assume the "highest" amount of variability when estimating pq, then pq are:

If we assume the "highest" amount of variability when estimating pq, then pq are:

A) 50, 50.
B) 1, 99.
C) 0, 10.
D) 1, 5.
E) 0, 5.


Answer: A) 50, 50.

If you were conducting a telephone survey of households using random digit dialing numbers and you determined that you needed a sample size of 1,100, which of the following would be most accurate?

If you were conducting a telephone survey of households using random digit dialing numbers and you determined that you needed a sample size of 1,100, which of the following would be most accurate?

A) You would need to obtain exactly 1,100 telephone numbers to call.
B) You would need to obtain far less than 1,100 telephone numbers because you know that many will not answer or cooperate anyway.
C) You will need some multiple of the 1,100 numbers in order to ensure you account for factors such as numbers that are for business phones, ineligible households (incidence rate), and those numbers dialed whose owners refuse to participate.
D) You will need only a few extra numbers to allow for those who have moved away.
E) You start off with 1,100; there is no way to determine approximately how many numbers you will actually need


Answer: C) You will need some multiple of the 1,100 numbers in order to ensure you account for factors such as numbers that are for business phones, ineligible households (incidence rate), and those numbers dialed whose owners refuse to participate.

Level of confidence in sample size formulae is normally set at:

Level of confidence in sample size formulae is normally set at:

A) 95 percent or 96 percent.
B) 5 percent or 10 percent.
C) 95 percent or 99 percent.
D) 1 percent or 5 percent.
E) None of the above; level of confidence is determined by the formula.


Answer: C) 95 percent or 99 percent.

In sample size formulas, the symbol "e" stands for:

In sample size formulas, the symbol "e" stands for:

A) Estimated parameter or desired confidence level.
B) Acceptable population equation.
C) Estimated statistic or desired variability.
D) Estimated confidence interval.
E) Acceptable sample error.


Answer: E) Acceptable sample error.

If we are using the formula for calculating the sample size for estimating a percentage, the formula will contain:

If we are using the formula for calculating the sample size for estimating a percentage, the formula will contain:

A) s.
B) %.
C) Z3.
D) pq.
E) N.


Answer: D. pq

What three factors are needed to calculate sample size?

What three factors are needed to calculate sample size?

a. Variability, accuracy, and confidence level
b. Variability, accuracy, and population size
c. Accuracy, confidence level, and population size
d. Accuracy, population size, and costs
e. Variance, standard deviation, and dispersion


Answer: a. Variability, accuracy, and confidence level

National opinion polls tend to use sample sizes ranging from:

National opinion polls tend to use sample sizes ranging from:

a. 10 to 100
b. 1,000 to 1,200
c. 50,000 to 100,000
d. 1 million to 5 million
e. 10 million to 15 million


Answer: b. 1,000 to 1,200

The only time the population size is important in the calculation of sample size is:

The only time the population size is important in the calculation of sample size is:

a. Always; all formulas include N, a count of the total population.
b. When the population is very, very large.
c. When the population is not normal.
d. When the level of accuracy needs to be less than ±5 percent.
e. When the population is small, relative to the sample size.


Answer: e. When the population is small, relative to the sample size.

Sample size is related to the size of the confidence interval in that:

Sample size is related to the size of the confidence interval in that:

a. The larger the sample size, the larger the confidence interval.
b. The larger the sample size, the more normal the confidence interval.
c. The smaller the sample size, the smaller the confidence interval.
d. The smaller the sample size, the more uniform the confidence interval.
e. The larger the sample size, the smaller the confidence interval.


Answer: e. The larger the sample size, the smaller the confidence interval.

95 percent of the observations under the normal curve fall within ________ times the sample error.

95 percent of the observations under the normal curve fall within ________ times the sample error.

a. ±1.64
b. ±1.96
c. ±2.58
d. ±95
e. ±1.95


Answer: b. ±1.96

Which of the following is the theory that allows us to say that if we conducted a survey 1,000 times, and we were to plot the answers to our survey, the plot would appear as a normal curve?

Which of the following is the theory that allows us to say that if we conducted a survey 1,000 times, and we were to plot the answers to our survey, the plot would appear as a normal curve?

a. The central limit theorem
b. The normal curve theory
c. The normal limit theorem
d. The confidence interval theorem
e. The variability coefficient theory


Answer: a. The central limit theorem

Consider that we have nominal data (responses are categorical) and the responses are "Yes" or "No" to the question: "The next time you order pizza, will you use Domino's?" Which of the following sets of responses shows the MOST variability?

Consider that we have nominal data (responses are categorical) and the responses are "Yes" or "No" to the question: "The next time you order pizza, will you use Domino's?" Which of the following sets of responses shows the MOST variability?

a. 90 percent say "Yes" and 10 percent say "No"
b. 80 percent say "Yes" and 20 percent say "No"
c. 70 percent say "Yes" and 30 percent say "No"
d. 60 percent say "Yes" and 40 percent say "No"
e. 55 percent say "Yes" and 45 percent say "No"


Answer: e. 55 percent say "Yes" and 45 percent say "No"

Which of the following is true with regard to variability?

Which of the following is true with regard to variability?

a. p is always less than q
b. q is always less than p
c. q = 100% - p
d. p and q are always equal
e. p + q = 1.96


Answer: c. q = 100% - p

Which of the following is the best definition of variability?

Which of the following is the best definition of variability?

a. It is the amount of dispersion in a data set containing interval or nominal data.
b. It is the difference between scores in the present sample and scores in a previous sample.
c. It is the amount of dissimilarity in ordinal data.
d. It is the amount of dissimilarity (or similarity) in respondents' answers to a particular question.
e. It is the amount of responses in one respondent's answers to a particular survey question.


Answer: d. It is the amount of dissimilarity (or similarity) in respondents' answers to a particular question.

If we know the level of confidence (1.96 for 95 percent), variability estimates, and the size of a sample, there is a formula that allows us to determine:

If we know the level of confidence (1.96 for 95 percent), variability estimates, and the size of a sample, there is a formula that allows us to determine:

a. The costs of the sample.
b. The size of the sample.
c. The representativeness of the sample.
d. p or q.
e. The accuracy (sample error).


Answer: e. The accuracy (sample error(.

If you were to graph sample accuracy and sample size, which of the following generalizations would be most accurate?

If you were to graph sample accuracy and sample size, which of the following generalizations would be most accurate?

a. Accuracy is very low, even with small sample sizes of 50 or below.
b. Accuracy constantly increases as sample size increases; a sample of 2,000 is four times more accurate than a sample of 500.
c. With increases in sample size, sample accuracy decreases.
d. We cannot graph sample size and accuracy because we must also include the level of confidence and the variability within the sample data.
e. Accuracy increases rapidly when sample size increases up to about 500 and then levels off.


Answer: e. Accuracy increases rapidly when sample size increases up to about 500 and then levels off.

If we were to graph the relationship of sample size (x axis) to sample accuracy (y axis), we would notice that:

If we were to graph the relationship of sample size (x axis) to sample accuracy (y axis), we would notice that:

a. There is a linear relationship between size and accuracy.
b. Accuracy increases quickly, up to about sample size 500, and then accuracy levels off with relatively small gains made even when sample size is increased to as much as 2,000.
c. Accuracy increases quickly, up to about sample size 5,000, and then accuracy levels off with relatively small gains made even when sample size is increased to as much as 200,000.
d. Accuracy increases quickly, up to about sample size 50, and then accuracy levels off with relatively small gains made even when sample size is increased to as much as 100.
e. We cannot graph sample size and accuracy because we must also include the level of confidence and the variability within the sample data.


Answer: b. Accuracy increases quickly, up to about sample size 500, and then accuracy levels off with relatively small gains made even when sample size is increased to as much as 2,000.

Which of the following is true regarding a probability sample?

Which of the following is true regarding a probability sample?

a. The larger the sample size, the more likely the sample is representative.
b. The larger the sample size, the more accurate it is (less sample error).
c. The more representative the sample, the larger the sample size.
d. They only become accurate when they are larger than 1,000.
e. The larger the sample size, the more room there is for inaccuracy.


Answer: b. The larger the sample size, the more accurate it is (less sample error).

Which of the following is true regarding probability samples?

Which of the following is true regarding probability samples?

a. They are as perfect as a census and contain no errors caused by competitors.
b. They will always contain some inaccuracy (sample error).
c. They contain serious mistakes, but can be adjusted by statistical weighting procedures.
d. They are particularly susceptible to nonsampling errors.
e. When they approach large values, say 1,000, they are equivalent to a census.


Answer: b. They will always contain some inaccuracy (sample error).

Sources of error that come from sources other than the sample selection method and sample size are referred to as:

Sources of error that come from sources other than the sample selection method and sample size are referred to as:

a. Serious mistakes.
b. Nonsampling errors.
c. Errors caused by competitors.
d. Errors caused by clients.
e. Errors caused by statisticians.


Answer: b. Nonsampling errors

Which of the following is the most correct method of determining sample size?

Which of the following is the most correct method of determining sample size?

a. Percentage of population approach
b. All that can be afforded approach
c. All that time will permit approach
d. Using the "100" for local study; "1,000" for national study approach
e. The confidence interval approach


Answer: e. The confidence interval approach

Which of the following is NOT one of the axioms of sample size and accuracy?

Which of the following is NOT one of the axioms of sample size and accuracy?

a. The only perfectly accurate sample is a census.
b. A probability sample will always have some inaccuracy (sample error).
c. Increasing sample size increases the sample's representativeness.
d. A probability sample size can be a very tiny percentage of the population size and still be very accurate.
e. The size of a probability sample depends on the client's desired accuracy balanced against the cost of data collection.


Answer: c. Increasing sample size increases the sample's representativeness.

One of the reasons why a marketing practitioner should have a basic understanding of sample size determination is because:

One of the reasons why a marketing practitioner should have a basic understanding of sample size determination is because:

a. Many practitioners have a false belief that sample size doesn't determine a sample's representativeness.
b. It helps managers to manage their resources better.
c. A marketing manager should understand that a sample's representativeness is not related to its accuracy.
d. The size of the sample is never a major cost factor.
e. Managers always have a "small sample bias"; they believe small samples are more accurate.


Answer: b. It helps managers to manage their resources better

In a study of the U.S. workforce population, a research company interviews 5,000 persons on a street corner in New York. If they decide to increase the sample size to 10,000, they would:

In a study of the U.S. workforce population, a research company interviews 5,000 persons on a street corner in New York. If they decide to increase the sample size to 10,000, they would:

a. Increase the sample size and the representativeness of the sample.
b. Increase both sample accuracy and representativeness of the sample.
c. Increase only the representativeness.
d. Decrease the sample accuracy.
e. Increase the sample size, but the sample would still not be representative of the population.


Answer: Increase the sample size, but the sample would still not be representative of the population.

Sample accuracy refers to:

Sample accuracy refers to:

a. The extent to which the sample is validated.
b. The extent to which the sample statistics differ from the true population values the statistics represent.
c. The extent to which the population statistics differ from the representativeness of the sample.
d. A statistical concept that can be assessed only theoretically.
e. How close the sample statistics match the predetermined values expected by management.


Answer: b. The extent to which the sample statistics differ from the true population values the statistics represent.

The sample size determines:

The sample size determines:

a. Representativeness.
b. Accuracy.
c. Representativeness and accuracy.
d. The population statistic value.
e. The mean generated from the sample statistic.


Answer: b. Accuracy

Which of the following statements is most accurate regarding the relationship between sample size and the sample representativeness?

Which of the following statements is most accurate regarding the relationship between sample size and the sample representativeness?

a. There is a high relationship between the size of a sample and the representativeness of the population from which it is drawn.
b. There is no relation between the size of a sample and the representativeness of the population from which it is drawn.
c. You cannot have a representative sample unless the sample size is equal to or exceeds 10 percent of the population.
d. Sample size determines representativeness but only if the sample plan is a probability sampling plan.
e. Sample size determines representativeness but only if the sample plan is a nonprobability sampling plan.


Answer: b. There is no relation between the size of a sample and the representativeness of the population from which it is drawn.

Unfortunately, many managers falsely believe that sample size is:

Unfortunately, many managers falsely believe that sample size is:

a. Related to proper data analysis.
b. Related to the representativeness of the sample.
c. Determined by computer programs.
d. An irrelevant "statistical" technicality issue.
e. Related to the level of accuracy desired.


Answer: b. Related to the representativeness of the sample.

When all other factors are held constant, as we increase the level of accuracy, the sample size and the cost of a marketing research survey are best characterized by which of the following?

When all other factors are held constant, as we increase the level of accuracy, the sample size and the cost of a marketing research survey are best characterized by which of the following?

a. The sample size will increase but the cost will decrease.
b. The sample size will decrease but the cost will increase.
c. The sample size and the cost of the survey will increase.
d. The sample size will remain the same but the cost will increase.
e. The sample size will decrease but the cost will remain the same.


Answer: c. The sample size and the cost of the survey will increase.

Which of the following would be defined as the percentage of respondents that qualify for a survey based on criteria such as age, income, and race?

Which of the following would be defined as the percentage of respondents that qualify for a survey based on criteria such as age, income, and race?

a. Demographic incidence
b. Geographic incidence
c. Demographic occurrence
d. Product incidence
e. Customer data


Answer: a. Demographic incidence

Which of the following is NOT a component needed for SSI's Formula for determining how many telephone numbers are needed?

Which of the following is NOT a component needed for SSI's Formula for determining how many telephone numbers are needed?

a. Incidence rate
b. Completion rate
c. Working phone rate
d. Completed interviews required
e. Number of qualified interviewers


Answer: e. Number of qualified interviews

It is common practice for marketing researchers, particularly the do-it-yourselfers, to consider ________ to be a random sample.

It is common practice for marketing researchers, particularly the do-it-yourselfers, to consider ________ to be a random sample.

A) a mall intercept sample
B) a panel sample
C) a telephone sample
D) a group sample


Answer: B) a panel sample

When using ________, sample size is unrelated to accuracy, so cost-benefit considerations must be used.

When using ________, sample size is unrelated to accuracy, so cost-benefit considerations must be used.

A) nonprobability sampling
B) probability sampling
C) cluster sampling
D) stratified sampling


Answer: A) nonprobability sampling

Appropriate use of the finite multiplier formula will ________ when performing research on small populations.

Appropriate use of the finite multiplier formula will ________ when performing research on small populations.

A) increase the calculated sample size and save money
B) reduce the sample but increase the cost
C) reduce the overall cost of the research
D) reduce a calculated sample size and save money


Answer: D) reduce a calculated sample size and save money

By applying the finite multiplier, it is possible to reduce the:

By applying the finite multiplier, it is possible to reduce the:

A) Population and achieve the same accuracy level.
B) Sample size or achieve the appropriate accuracy level.
C) Sample size and achieve the same accuracy level.
D) Accuracy level and maintain the same sample size.


Answer: C) Sample size and achieve the same accuracy level.

With small populations, the ________ should be used to determine sample size.

With small populations, the ________ should be used to determine sample size.

A) finite multiplier
B) infinite multiplier
C) standard adjustment factor
D) standard correction factor


Answer: D) standard correction factor

______ is an adjustment factor that is approximately equal to the square root of that proportion of the population not included in the sample.

______ is an adjustment factor that is approximately equal to the square root of that proportion of the population not included in the sample.

A) A standard adjustment factor
B) Standard error
C) An infinite multiplier
D) A finite multiplier


Answer: D) A finite multiplier

As a general rule, a ________ situation is one in which the sample exceeds 5% of the total population size.

As a general rule, a ________ situation is one in which the sample exceeds 5% of the total population size.

A) subgroup population
B) large population
C) small population
D) group population


Answer: C) small population

Under normal circumstances, as the level of accuracy is increased, the sample size and the cost of a marketing research survey will be affected in what way?

Under normal circumstances, as the level of accuracy is increased, the sample size and the cost of a marketing research survey will be affected in what way?

A) Sample size will increase but the cost will decrease.
B) Sample size and the cost of the survey will increase.
C) Sample size will decrease but the cost will increase.
D) Sample size will remain the same but the cost will increase.


Answer: B) Sample size and the cost of the survey will increase.

Marketing researchers and their clients cannot decide on sample size without taking cost into consideration, however, the key is:

Marketing researchers and their clients cannot decide on sample size without taking cost into consideration, however, the key is:

A) To remember when to consider cost.
B) To remember that budgets can be adjusted.
C) To understand the effect on research outcomes.
D) To understand sample sizes can be adjusted downward to accommodate cost.


Answer: A) To remember when to consider cost.

Focusing on budget factors especially in sample size specification:

Focusing on budget factors especially in sample size specification:

A) Helps keep market research projects within budget.
B) Is an essential part of the marketing researcher manager's duties.
C) Helps control scope creep in marketing research budgets.
D) Ignores the value of the survey's results to management.


Answer: D) Ignores the value of the survey's results to management.

The method that uses cost as an overriding basis for sample size is called:

The method that uses cost as an overriding basis for sample size is called:

A) The budget override approach.
B) The sample cost approach.
C) The "all you can afford" approach.
D) The minimum cost expenditure approach.


Answer: C) The "all you can afford" approach.

Sometimes a research objective is to perform subgroup analysis, which has direct implications:

Sometimes a research objective is to perform subgroup analysis, which has direct implications:

A) On statistical analysis techniques.
B) For sample size.
C) For survey cost.
D) For survey completion time.


Answer: B) For sample size.

When a researcher wishes to perform a particular type of data analysis that has sample size requirements, he or she may use what type of approach?

When a researcher wishes to perform a particular type of data analysis that has sample size requirements, he or she may use what type of approach?

A) A statistical analysis approach
B) An arbitrary approach
C) A variability approach
D) A conventional approach


Answer: A) A statistical analysis approach

The ________ ignores the circumstances surrounding the study at hand and may well prove to be much more costly than would be the case if the sample size were determined correctly.

The ________ ignores the circumstances surrounding the study at hand and may well prove to be much more costly than would be the case if the sample size were determined correctly.

A) arbitrary approach
B) statistical analysis approach
C) variability approach
D) conventional approach


Answer: D) conventional approach

Adopting past sample sizes or taking those used by other companies may not take into consideration that:

Adopting past sample sizes or taking those used by other companies may not take into consideration that:

A) The sample may be proprietary.
B) The research objectives are not the same.
C) The sample was flawed.
D) The research deadline was not the same.


Answer: C) The sample was flawed.

The arbitrary and conventional sample size determination methods have a basic difference. Of the following, which item best describes that basic difference?

The arbitrary and conventional sample size determination methods have a basic difference. Of the following, which item best describes that basic difference?

a. The conventional approach has no defensible logic; arbitrary approach appears to have faulty logic.
b. The arbitrary approach has no defensible logic; conventional approach appears logical but is faulty.
c. The conventional approach doesn't appear to be logical; arbitrary approach has defensible logic.
d. The arbitrary approach has no defensible logic; conventional approach is logical, but is faulty.


Answer: b. The arbitrary approach has no defensible logic; conventional approach appears logical but is faulty.

When determining sample size, the conventional approach would NOT be:

When determining sample size, the conventional approach would NOT be:

A) Five percent of the entire population.
B) The average of the sample sizes of similar studies.
C) The sample size of previous surveys.
D) The sample sizes normally reported in published reports.


Answer: A) Five percent of the entire population.

The ________ follows some customary way or number believed somehow to be the right sample size.

The ________ follows some customary way or number believed somehow to be the right sample size.

A) arbitrary approach
B) customary approach
C) statistical approach
D) conventional approach


Answer: D) conventional approach

Arbitrary sample sizes are simple and easy to apply, but:

Arbitrary sample sizes are simple and easy to apply, but:

A) They tend to need a professional researcher to implement.
B) They add more time for survey completion.
C) They are neither efficient nor economical.
D) Generally cannot be understood by marketing managers.


Answer: C) They are neither efficient nor economical.

What method of determining sample size may take on the guise of a "percent rule of thumb" statement regarding sample size?

What method of determining sample size may take on the guise of a "percent rule of thumb" statement regarding sample size?

A) The statistical approach
B) The arbitrary approach
C) The scientific approach
D) The non-arbitrary approach


Answer: B) The arbitrary approach

If the level of confidence (1.96 for 95 percent) is known, variability estimates, and the size of a sample, there is a formula that allows us to determine:

If the level of confidence (1.96 for 95 percent) is known, variability estimates, and the size of a sample, there is a formula that allows us to determine:

A) Costs of the sample.
B) Size of the sample.
C) Representativeness of the sample.
D) Accuracy (sample error).


Answer: D) Accuracy (sample error).

A table that relates ________ is a useful tool when deciding on the survey sample size.

A table that relates ________ is a useful tool when deciding on the survey sample size.

A) data collection cost and sample error
B) data collection and sample size
C) deadline to completion and sample size
D) research objectives to sample error


Answer: A) data collection cost and sample error

The size of a random sample depends on the client's desired accuracy (acceptable margin of sample error) balanced against:

The size of a random sample depends on the client's desired accuracy (acceptable margin of sample error) balanced against:

A) The ability of the research firm to collect the data.
B) The time required to collect the proper data.
C) The research objectives.
D) The cost of data collection for that sample size.


Answer: D) The cost of data collection for that sample size.

______ level of confidence is standard in sample size determination.

______ level of confidence is standard in sample size determination.

A) 90% or 95%
B) 99% or 100%
C) 95% or 99%
D) 90% or 100%


Answer: C) 95% or 99%

Marketing researchers often must help decision makers ________ of their requests for high precision, expressed as acceptable sample error.

Marketing researchers often must help decision makers ________ of their requests for high precision, expressed as acceptable sample error.

A) understand the economic and cost implications
B) understand the sample size implications
C) understand the respondent implications
D) understand the time constraint implications


Answer: B) understand the sample size implications

Translated in terms of accuracy, ________ the marketing decision maker desires the estimate to be, the larger must be the sample size.

Translated in terms of accuracy, ________ the marketing decision maker desires the estimate to be, the larger must be the sample size.

A) the less accurate
B) the more accurate
C) the broader
D) the narrower


Answer: A) the less accurate

Researchers can estimate variability in three ways. Which of the following is NOT one of the three ways a researcher may estimate variability?

Researchers can estimate variability in three ways. Which of the following is NOT one of the three ways a researcher may estimate variability?

A) By examining research objectives against costs
B) By assuming maximum variability (p = 50%, q = 50%)
C) By seeking previous studies on the population
D) By conducting a small pilot study


Answer: A) By examining research objectives against costs

By estimating p to be other than 50%, the researcher can:

By estimating p to be other than 50%, the researcher can:

A) Reduce the sample size and save money.
B) Reduce the sample size and time to completion.
C) Increase efficiencies and lower costs.
D) Increase accuracy and time to completion.

Answer: A) Reduce the sample size and save money.

Consider that we have nominal data (responses are categorical) and the responses are "Yes" or "No" to the question: "The next time you order pizza, will you use Domino's?" Which of the following sets of responses shows the MOST variability?

Consider that we have nominal data (responses are categorical) and the responses are "Yes" or "No" to the question: "The next time you order pizza, will you use Domino's?" Which of the following sets of responses shows the MOST variability?

A) 55 percent say "Yes" and 45 percent say "No"
B) 90 percent say "Yes" and 10 percent say "No"
C) 70 percent say "Yes" and 30 percent say "No"
D) 60 percent say "Yes" and 40 percent say "No"


Answer: A) 55 percent say "Yes" and 45 percent say "No"

When estimating a standard deviation, researchers may rely on prior knowledge of the population (previous study), a pilot study, or:

When estimating a standard deviation, researchers may rely on prior knowledge of the population (previous study), a pilot study, or:

A) Divide the range by 1,000.
B) Divide the range by a random number.
C) Divide the range by 8.
D) Divide the range by 6.


Answer: D) Divide the range by 6.

With regard to variability, which of the following is true?

With regard to variability, which of the following is true?

A) p is always less than q
B) q is always less than p
C) p + q = 1.96
D) q = 100% - p


Answer: D) q = 100% - p

Acceptable margin of sample error is the term e, which refers to:

Acceptable margin of sample error is the term e, which refers to:

A) the amount of survey error the researcher will permit to be associated with the sample.
B) the amount of research error the researcher will permit to be associated with the survey.
C) the amount of sample error the researcher will permit to be associated with the survey.
D) the amount of sample error the researcher will permit to be associated with the respondents.


Answer: C) the amount of sample error the researcher will permit to be associated with the survey.

The standard sample size formula is applicable if you are concerned with the ________ in the survey, such as yes or no questions.

The standard sample size formula is applicable if you are concerned with the ________ in the survey, such as yes or no questions.

A) ordinally scaled questions
B) nominally scaled questions
C) random questions
D) specific sample size questions


Answer: B) nominally scaled questions

To compute sample size, only three items are required. Of the following, which is NOT one of the items used to compute a sample size:

To compute sample size, only three items are required. Of the following, which is NOT one of the items used to compute a sample size:

A) Sample subjects.
B) Variability.
C) Acceptable sample error.
D) Confidence level


Answer: A) Sample subjects.

In almost all cases, the margin of sample error of a random sample is ________ the size of the population.

In almost all cases, the margin of sample error of a random sample is ________ the size of the population.

A) independent of
B) directly proportional to
C) related to
D) indirectly related to


Answer: A) independent of

The ________ demonstrates how you can take any finding in the survey, replicate the survey with a random sample of the same size, and be "very likely" to find the same finding within the ±% range of the original sample's finding.

The ________ demonstrates how you can take any finding in the survey, replicate the survey with a random sample of the same size, and be "very likely" to find the same finding within the ±% range of the original sample's finding.

A) foundational theorem of statistics
B) fundamental theorem of arithmetic
C) law of large numbers
D) central limit theorem


Answer: D) central limit theorem

A ________ is a range whose endpoints define a certain percentage of the responses to a question.

A ________ is a range whose endpoints define a certain percentage of the responses to a question.

A) sample size
B) sample range
C) confidence interval
D) confidence endpoint


Answer: C) confidence interval

The ________ is reflected in the spread of the distribution.

The ________ is reflected in the spread of the distribution.

A) amount of the sample size
B) amount of variability
C) amount of the sample
D) amount of similarity


Answer: B) amount of variability

The amount of dissimilarity in respondents' answers to a particular question is:

The amount of dissimilarity in respondents' answers to a particular question is:

A) Variability.
B) Sampling error.
C) Invariability factor.
D) Dissimilarity gap.


Answer: A) Variability.

_______ pertains to all sources of error other than the sample selection method and sample size, including problem specification mistakes, question bias, data recording errors, or incorrect analysis.

_______ pertains to all sources of error other than the sample selection method and sample size, including problem specification mistakes, question bias, data recording errors, or incorrect analysis.

A) Nonsampling error
B) Sample bias
C) Survey bias
D) Sampling error


Answer: d. Sampling error

The most correct method of determining a sample size is:

The most correct method of determining a sample size is:

A) Percentage of population.
B) All that can be afforded.
C) All that time will permit.
D) The confidence interval approach.


Answer: D) The confidence interval approach.

The most correct method of determining sample size is the confidence interval approach, which applies the concepts of all of the following EXCEPT:

The most correct method of determining sample size is the confidence interval approach, which applies the concepts of all of the following EXCEPT:

A) Accuracy (margin of sample error).
B) Variability.
C) Confidence interval to create a "correct" sample size.
D) Validity and value.


Answer: D) Validity and value.

The axiom regarding sample size and accuracy DOES NOT include which of the following?

The axiom regarding sample size and accuracy DOES NOT include which of the following?

a. A census is the only perfectly accurate sample.
b. A probability sample will always have some inaccuracy (sample error).
c. A probability sample size can be a very tiny percentage of the population size and still be very accurate.
d. Increasing sample size increases the sample's representativeness.


Answer: d. Increasing sample size increases the sample's representativeness.

A marketing researcher should have a basic understanding of sample size determination because:

A marketing researcher should have a basic understanding of sample size determination because:

A) Sample size determines the research outcome.
B) Sample size affects research efficiencies.
C) Sample size is often a major cost factor.
D) Sample size determines the provider of the sample.


Answer: C) Sample size is often a major cost factor.

There are two good reasons a marketing researcher should have a basic understanding of sample size determination. One of those reasons is:

There are two good reasons a marketing researcher should have a basic understanding of sample size determination. One of those reasons is:

A) Bias toward sample sources.
B) Sample size bias.
C) Bias toward the use of offshore research resource.
D) Bias regarding the use of panel companies


Answer: B) Sample size bias.

Determining the number of respondents in a particular sample is:

Determining the number of respondents in a particular sample is:

A) One of the simplest decisions in the marketing research process.
B) One of the most complex decisions in the marketing research process.
C) One of the least expensive decisions in the marketing research process.
D) One of the most time-consuming and complex decisions in the marketing research process.


Answer: A) One of the simplest decisions in the marketing research process.

Leslie Bradley is an entrepreneur with a small business in Little Rock, Arkansas. Working with a local engineer/inventor, Leslie has developed a new cooking device that she thinks will revolutionize cooking. The device is a small oven that is portable and uses a gas injection system to cook meals in a fraction of the time taken in a normal oven. The new system creates a very high temperature and the gas jets are located 360 degrees around the food to be cooked, thus ensuring that the food is cooked equally on all sides. Leslie and the engineer applied for a patent and then immediately sought a relationship with a large manufacturer to produce and distribute the new oven. To her surprise, when she demonstrated it to the top three manufacturers, they all had the same reaction: "We are very interested in this new invention but we would like to see some consumer research that tells us what consumers think about the device. Will they think the temperature is too high and represents a safety issue? Do they realy think that a roast cooked in 6 minutes will taste the same as one roasted for 2 hours? How much, if any, will they be willing to pay for the added convenience of time savings?" Leslie sought the services of Weber Research, Inc. WRI was an established research firm in the city and they recommended that they use their mall facility in order to conduct some research that allowed consumers to use the device and taste the food cooked in the device. Leslie agreed but was concerned about the types of persons in the shopping mall. "They really won't represent our area since they will likely be mostly female and they will have higher incomes than the general population." WRI assured Leslie that this could be overcome by using which of the following sampling methods?

Leslie Bradley is an entrepreneur with a small business in Little Rock, Arkansas. Working with a local engineer/inventor, Leslie has developed a new cooking device that she thinks will revolutionize cooking. The device is a small oven that is portable and uses a gas injection system to cook meals in a fraction of the time taken in a normal oven. The new system creates a very high temperature and the gas jets are located 360 degrees around the food to be cooked, thus ensuring that the food is cooked equally on all sides. Leslie and the engineer applied for a patent and then immediately sought a relationship with a large manufacturer to produce and distribute the new oven. To her surprise, when she demonstrated it to the top three manufacturers, they all had the same reaction: "We are very interested in this new invention but we would like to see some consumer research that tells us what consumers think about the device. Will they think the temperature is too high and represents a safety issue? Do they realy think that a roast cooked in 6 minutes will taste the same as one roasted for 2 hours? How much, if any, will they be willing to pay for the added convenience of time savings?" Leslie sought the services of Weber Research, Inc. WRI was an established research firm in the city and they recommended that they use their mall facility in order to conduct some research that allowed consumers to use the device and taste the food cooked in the device. Leslie agreed but was concerned about the types of persons in the shopping mall. "They really won't represent our area since they will likely be mostly female and they will have higher incomes than the general population." WRI assured Leslie that this could be overcome by using which of the following sampling methods?

A) quota sample
B) purposive sample
C) stratified sample
D) representative sample
E) systematic sample


Answer: a. Quota sample

Louise Fulkerson is president of the Student Marketing Association at Baylor University. Louise and the other officers want to conduct a short survey to determine the type of programming they should offer for the upcoming year. Their population is defined as "students in the College of Business." One of the officers suggests that each of them go into their classes, mostly seniors, and conduct the survey. "We can do it easily and fast, and our professors will be glad to help the association out by giving us a few minutes to conduct the survey," says one of the officers. But Louise is worried about the sample. "Most of us are marketing majors and we are all seniors taking senior classes. I would prefer to ask the Department Chairperson if we can survey students taking Fundamentals of Marketing because all majors have to take this course, and most of the future members of the Association will be coming from these Fundamentals classes." Louise is suggesting which one of the following sampling methods?

Louise Fulkerson is president of the Student Marketing Association at Baylor University. Louise and the other officers want to conduct a short survey to determine the type of programming they should offer for the upcoming year. Their population is defined as "students in the College of Business." One of the officers suggests that each of them go into their classes, mostly seniors, and conduct the survey. "We can do it easily and fast, and our professors will be glad to help the association out by giving us a few minutes to conduct the survey," says one of the officers. But Louise is worried about the sample. "Most of us are marketing majors and we are all seniors taking senior classes. I would prefer to ask the Department Chairperson if we can survey students taking Fundamentals of Marketing because all majors have to take this course, and most of the future members of the Association will be coming from these Fundamentals classes." Louise is suggesting which one of the following sampling methods?

A) quota sample
B) purposive sample
C) stratified sample
D) representative sample
E) systematic sample


Answer: b. Purposive sample

Tata Motors of India is marketing a new vehicle that retails for only $2,200. The vehicle will carry two persons and has a body made of fiberglass. It is designed in component parts so that if a part is broken, you can easily disassemble the part and replace it with a new one ordered from Tata. Tata realizes that it will take some time for countries to allow the small vehicle on public roads due to safety requirements. However, Tata sees an immediate market among business firms who need inexpensive yet reliable vehicles to transport personnel around large manufacturing or warehousing facilities. One Tata manager stated: "Ninety percent of the time, company cars are used to transport only one or two persons and much of their travel is confined to the plant premises. The new Tata vehicle will not replace the large company cars but can reduce the number of company cars a firm must buy by a substantial amount, thus saving tremendous amounts of money." Executives at Tata are interested in a sales estimate in Great Britain, their first targeted market outside of India. They will construct a sales forecast based upon a survey of companies and they know that demand will vary substantially, depending on the size of the company. Small firms will not want any vehicles, medium-sized firms may want about 5 or 10 vehicles, and large firms may want 20 to 100 vehicles. Secondary data is available that allows Tata to identify all firms in Great Britain and to know the size of the firm. If a survey is conducted to predict demand for the new Tata vehicle among business firms, which of the following sampling methods would be most appropriate?

Tata Motors of India is marketing a new vehicle that retails for only $2,200. The vehicle will carry two persons and has a body made of fiberglass. It is designed in component parts so that if a part is broken, you can easily disassemble the part and replace it with a new one ordered from Tata. Tata realizes that it will take some time for countries to allow the small vehicle on public roads due to safety requirements. However, Tata sees an immediate market among business firms who need inexpensive yet reliable vehicles to transport personnel around large manufacturing or warehousing facilities. One Tata manager stated: "Ninety percent of the time, company cars are used to transport only one or two persons and much of their travel is confined to the plant premises. The new Tata vehicle will not replace the large company cars but can reduce the number of company cars a firm must buy by a substantial amount, thus saving tremendous amounts of money." Executives at Tata are interested in a sales estimate in Great Britain, their first targeted market outside of India. They will construct a sales forecast based upon a survey of companies and they know that demand will vary substantially, depending on the size of the company. Small firms will not want any vehicles, medium-sized firms may want about 5 or 10 vehicles, and large firms may want 20 to 100 vehicles. Secondary data is available that allows Tata to identify all firms in Great Britain and to know the size of the firm. If a survey is conducted to predict demand for the new Tata vehicle among business firms, which of the following sampling methods would be most appropriate?

A) simple random sample
B) judgment sample
C) stratified sample
D) cluster, area sample
E) systematic sample


Answer: c. Stratified sample