Exam 9: Sampling

The probability of any one person in the population being selected into a referral sample cannot be calculated.

Using the confidence interval formula for calculating sample size, the percentage level of confidence desired to the estimate of the population values must be determined and is used in the formula in the form of the z-value it represents.

Marketing researchers make use of samples because obtaining information from every single person in a market is impractical.

An accounting of everyone in the population is known as:

In stratified sampling, the population is separated into different subgroups, and then samples are taken from all of the subgroups.

Mall-intercept companies often use convenience sampling to recruit respondents.

Leslie Loewen is an entrepreneur with a small business in Steinbach, Manitoba. 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 really 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 Prairie Research Inc. (PRI) was an established research firm in the city and they recommended that they use the downtown mall 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." PRI assured Leslie that this could be overcome by using which of the following sampling methods?

York University wanted to see how much students graduating for their university valued their education. Although the university wanted to know who all students felt on average, the president wanted to be able to report to each of the Deans of the varying faculties. They would want to know if the responses varied depending on the degree the student obtained. This would help them with future plans by area of study. Given that the graduating classes per faculty varied greatly in size, what form of sampling would provide information to satisfy the president and the deans?

The desired accuracy should NOT be considered in order to calculate the proper sample size as it will bias the calculation.

Andy was a senior in college, majoring in marketing. He received a call to participate in a survey on behalf of a company that was targeting graduating seniors. At the end of the survey, Andy was asked for the name of a friend who was also a senior in marketing. This is an example of using a "snowball" sample.

Sampling a population in a geographical area using area sampling is a form of:

The statement "You can take any finding in the survey, replicate the survey with the same probability sample size, and you will be very likely to find the same finding within the + percent range of the original finding." is based on the idea of the confidence interval.

One of the nonprobability methods used for sampling is:

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?

If a population were not distributed symmetrically, you would use:

Variability refers to how much respondents disagree in their answer to a question.

Probability samples are those for which members of the population have a known chance of completing and actually turning in a survey.

If you calculate sample size with e = 3 percent, and then you decide to change e to 5 percent, the required sample size will increase.

Which of the following statements is NOT true with respect to using a nonprobability method?

Nonprobability samples are those for which members of the population do not have a known chance of completing and turning in a survey.