Marketing Research Exam 2 -- Chapter 6

Front 1

Define Sampling.

Back 1

Selecting a small set of elements from a larger defined target group of elements so that the info from gathered from the small group will allow judgments to be made about the larger groups.

Front 2

Define Census.

Back 2

Study that includes pertains to every member from a target population. Usually impossible of unreasonable to conduct → use sampling.

Front 3

Define Population.

Back 3

Group of elements (people) of interest to the problem.

Front 4

Define Defined Target Population.

Back 4

Complete set of elements (people) identified for the experiment.

Front 5

Define Sampling Units.

Back 5

Target population elements available for selection during the sampling process.

Front 6

Define Sampling Frame.

Back 6

The list of all eligible sampling units.

Front 7

Define Sampling Error.

Back 7

Any kind of bias that leads to mistakes in finding a sample or determining the sample size.

Front 8

Define Nonsampling Error.

Back 8

Bias due to measurement error, response errors or coding errors.

Front 9

Name the 2 kinds of Sampling Methods.

Back 9

1) Probability sampling

2) Nonprobability sampling

Front 10

Define Probability Sampling.

Back 10

Design where each unit has a known nonzero probability of being selected for the sample.

Front 11

Name 4 types of Probability Sampling.

Back 11

1) Simple random sampling

2) Systematic random sampling

3) Stratified random sampling

4) Cluster sampling

Front 12

Define Simple Random Sampling.

Back 12

Sampling where every unit has an equal chance of being selected.
PS

Front 13

Define Systematic Random Sampling.

Back 13

Sampling where the defined target population is ordered and the sample is selected according to position using a skip interval.
PS

Front 14

Define Stratified Random Sampling.

Back 14

Dividing the population into different subgroups and selecting samples from each.
PS

Front 15

Define Proportionately Stratified Sampling.

Back 15

Method where each stratum is dependent on its size relative to the population.
SS

Front 16

Define Disproportionately Stratified Sampling.

Back 16

Method where the size of each stratum is independent of its size to the population.
SS

Front 17

Define Cluster Sampling.

Back 17

Sampling units are selected in groups rather than individually.
PS

Front 18

Define Area Sampling.

Back 18

Cluster sampling where the clusters are formed by geography.

Front 19

Name the 5 Steps in Drawing a Systematic Random Sample.

Back 19

1) Get a list of units that contains a good frame of the target population

2) Determine the number of units in the list and the desired sample size

3) Compute the skip interval

4) Determine a random start point

5) Beginning at the start point, select the units by choosing each unit that corresponds with the skip interval.

Front 20

Name the 3 Steps in Drawing a Stratified Random Sample.

Back 20

1) Divide the target population into homogenous subgroups (strata)

2) Draw random samples from each stratum

3) Combine the samples from each stratum into a single sample of the target population.

Front 21

Define Nonprobability Sampling.

Back 21

Design where the probability of selection of each unit is not known. May not be representative of the target population.

Front 22

Name the 4 types of Nonprobability Sampling.

Back 22

1) Convenience sampling

2) Judgment sampling

3) Quota sampling

4) Snowball sampling

Front 23

Define Convenience Sampling.

Back 23

Samples are taken at the convenience of the researcher.
NPS

Front 24

Define Judgment Sampling.

Back 24

Participants are selected according to the belief of the researcher that they will meet the needs of the study.
NPS

Front 25

Define Quota Sampling.

Back 25

Participants are selected according to demographics attitudes, etc.
NPS

Front 26

Define Snowball Sampling.

Back 26

One set of respondents helps the researcher identify the next set.
NPS

Front 27

What does Convenience Sampling rely on?

Back 27

Relies on convenience and access.
NPS

Front 28

What does Judgment Sampling rely on?

Back 28

Relies on belief that participants fit the characteristics.
NPS

Front 29

What does Quota Sampling emphasize?

Back 29

Emphasizes representation of specific characteristics.
NPS

Front 30

What does Snowball Sampling rely on?

Back 30

Relies on respondent referrals of other with like characteristics.

Front 31

Name 7 factors to consider in Sample Design.

Back 31

1) Research objectives

2) Resources

3) Knowledge of target population

4) Degree of accuracy

5) Time frame

6) Research scope

7) Stat analysis needs

Front 32

Name 3 factors that affect the Sample Size for probability designs.

Back 32

1) Variability of the population characteristic in question

2) Level of confidence desired in the estimate

3) Degree of precision desired in estimating the population characteristic.

Front 33

Define Sampling Plan.

Back 33

Blueprint needed to make sure that the data collected are representatives of the defined target pop.

Front 34

Name the 7 Steps in Developing a Sample Plan.

Back 34

1) Define the target population

2) Select the data collection method

3) Identify the sampling frame needed

4) Identify the appropriate sampling method

5) Determine sample sizes and contact rates

6) Create plan for selecting sampling units

7) Execute the operational plan