Basic Marketing Research Review Question
Question 1. A complete canvass of a population is called __________.
- a census
- a sample
- a sampling frame
- a population
- a directory
Question 2. A sample where the respondent provides the names of other potential respondents is called a __________ sample.
- snowball
- quota
- cluster
- convenience
- judgment
Question 3. Sampling errors can be decreased by __________.
- decreasing the number of observations
- increasing the sample size
- using a randomized experimental design
- using a quota sample
- providing better training for interviewers
Question 4. Nonsampling errors occur because of errors in the __________.
conceptualization of the response project
- reporting of the project results
- arithmetic
- interpreting respondent replies
- All of the above
Question 5. The most prevalent types of observation errors are __________.
- field errors
- sampling errors
- nonresponse errors
- noncoverage errors
Question 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 __________.
consumer self-report and evaluation
- statistics
- inference
- independent judgment
- None of the above
Question 7. The error associated with the estimation of a population parameter from a sample statistic is _________.
- standard deviation
- variance
- standard error
- mean square error
- Both c and d
Question 8. There is a trade off between the confidence level and the degree of precision of the estimate when _________.
- the population is finite
- the sample size is fixed
- the sample size varies
- the population is infinite
- the sample size is small
Question 9. Which of the following are required to determine the sample size necessary to estimate a population mean?
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
Question 10. To identify whether potential respondents meet eligibility requirements, an interviewer will typically use a(n) _________.
- eligibility percentage
- leading question
- loaded question
- screening question
- alternative questionnaire