Basic Marketing

Basic Marketing Research Review Question

1. A complete canvass of a population is called __________. (Points: 1)
a census 
a sample 
a sampling frame 
a population 
a directory 


2. A sample where the respondent provides the names of other potential respondents is called a __________ sample. (Points: 1)
snowball 
quota 
cluster 
convenience 
judgment 


3. Sampling errors can be decreased by __________. (Points: 1)
decreasing the number of observations 
increasing the sample size 
using a randomized experimental design 
using a quota sample 
providing better training for interviewers 


4. Nonsampling errors occur because of errors in the __________. (Points: 1)
conceptualization of the response project 
reporting of the project results 
arithmetic 
interpreting respondent replies 
All of the above 


5. The most prevalent types of observation errors are __________. (Points: 1)
field errors 
sampling errors 
nonresponse errors 
noncoverage errors 


6. If you have five friends who tell you they all have had a great experience with their purchase of a Chevrolet and you used this evidence to decide to buy a Chevrolet, you would be using __________. (Points: 1)
consumer self-report and evaluation 
statistics 
inference 
independent judgment 
None of the above 


7. The error associated with the estimation of a population parameter from a sample statistic is _________. (Points: 1)
standard deviation 
variance 
standard error 
mean square error 
Both c and d 


8. There is a trade off between the confidence level and the degree of precision of the estimate when _________. (Points: 1)
the population is finite 
the sample size is fixed 
the sample size varies 
the population is infinite 
the sample size is small 


9. Which of the following are required to determine the sample size necessary to estimate a population mean? (Points: 1)
Knowledge about or an estimate of the population variance 
A statement of the degree of precision desired 
A statement of the degree of confidence desired 
Both b and c 
a, b, and c 


10. To identify whether potential respondents meet eligibility requirements, an interviewer will typically use a(n) _________. (Points: 1)
eligibility percentage 
leading question 
loaded question 
screening question 
alternative questionnaire