广告调查（第二版）英文 答案 Chapter 4 Sampling

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AdvertisingResearch:TheoryandPractice,2e(Davis)

Chapter4Sampling

1)ThetextdescribedMaryandJohn'ssamplingofopinioninDr.Newson'sclass.MaryobtainedmoreaccurateresultsthanJohn.ThisisbecauseMaryused________samplingwhileJohnused________sampling.

A)random,haphazard

B)random,convenience

C)census,convenience

D)census,haphazard

Answer:B

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Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

2)Only________samplingallowsyoutomakevalidgeneralizationsaboutthepopulationfromwhichthesamplewasdrawn.

A)random

B)judgment

C)nonrandom

D)snowball

E)quota

Answer:A

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Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

3)Anothernameforprobabilitysamplingis________sampling.

A)random

B)judgment

C)nonrandom

D)snowball

E)quota

Answer:A

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Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

4)Probabilitysamplingis________research.

A)mostfrequentlyusedinqualitative

B)mostfrequentlyusedinquantitative

C)equallyfrequentinqualitativeandquantitative

Answer:B

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Difficulty:Difficult

LearningObj.:LO3

Classification:Conceptual

5)Thefirststepinthesamplingprocessfocusesondetermining________.

A)samplesizegiventheresearchbudget

B)absoluterequiredsamplesize

C)ifasampleorcensusshouldbeused

D)theamountoftimerequiredtocontactthesample

E)ifaquotasampleisneeded

Answer:C

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

6)Asubsetofthepopulationthatrepresentstheentiregroupfromwhichitisdrawnisknownasa________.

A)population

B)sampleunit

C)census

D)sample

E)respondent

Answer:D

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Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

7)KrispyKremehas1,251franchiseesintheUnitedStates.Lancewantstoconductinterviewswitheveryoneofthefranchisees.Thiswouldresultina________ofthefranchisees.

A)sample

B)census

Answer:B

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Difficulty:Easy

LearningObj.:LO2

Classification:Application

AACSBStandard:ReflectiveThinkingSkills

8)Thevastmajorityofresearchusesasampleofthepopulationofinterest.

Answer:TRUE

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Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

9)Considerthestatementsshownbelow.Howmanyofthesestatementsdescribesituationsinwhichacensusispreferabletoasample?

- whenthepopulationofinterestissmallandidentifiable

- whensamplingmighteliminateimportantcasesfromthestudy

- whentheclienthasunlimitedfundstoconducttheresearch

- whentheresearchresultswillbepublishedinnewspapersorothermedia

A)1

B)2

C)3

D)4

Answer:B

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Difficulty:Moderate

LearningObj.:LO2

Classification:Application

10)Onceitisdeterminedthatasample(versusacensus)isneeded,thenextstepinthesamplingplanningprocessisto________.

A)determinetheprojectbudget

B)determinetheprojecttiming

C)describethecorrectsampleframe

D)definethetargetpopulation

E)determinewhethertouseaprobabilityornonprobabilityapproachtosampleselection

Answer:E

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Difficulty:Difficult

LearningObj.:LO3

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

11)Accordingtothetext,awellwrittentargetdefinition________describesthegroupofinterestandclearlydifferentiatesthosethingsorindividualsofinterestfromthosewhicharenotofinterest.

A)ambiguously

B)unambiguosly

C)creatively

D)inventively

E)fashionably

Answer:B

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Difficulty:Moderate

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Classification:Conceptual

12)Withregardtotargetaudiencedefinitions,thetextnotesthatpopulationsofindividualsaretypicallydefinedinsomecombinationof________,geographicandbehavioralcharacteristics.

A)geoattitudinal

B)geopsychographic

C)demographic

D)physiological

E)democratic

Answer:C

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Difficulty:Easy

LearningObj.:LO2

Classification:Conceptual

13)The________componentsofatargetaudiencedefinitiontypicallyspecifyage,gender,income,orotherrelatedcharacteristics.

A)geoattitudinal

B)geopsychographic

C)demographic

D)physiological

E)democratic

Answer:C

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Difficulty:Easy

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Classification:Conceptual

14)Thedemographiccomponentofatargetaudiencedefinitionrelatestorespondentcharacteristicssuchassocialmediausageandlevelsoftechnologyadoption.

Answer:FALSE

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Difficulty:Easy

LearningObj.:LO2

Classification:Application

15)The________componentofatargetaudiencedefinitionrelatestorespondentcharacteristicssuchasusageofFlickrandbrandpurchasepatterns.

A)behavioral

B)demographic

C)democratic

D)geodemographic

E)attitudinal

Answer:A

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Difficulty:Easy

LearningObj.:LO2

Classification:Application

16)Thequalityandvalidityofgeneralizationsdrawnfromaresearchstudyareonlyminimallyinfluencedbyitstargetdefinition.

Answer:FALSE

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Difficulty:Moderate

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17)ThetextdiscussedthePewResearchCenterexplorationoftherelationshipbetweentargetaudiencedefinitionestimatesofMuslimAmericandemographics.Thisresearchfoundthatdemographicestimateswereaffectedbydifferencesintargetaudiencedefinitions.

Answer:TRUE

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

18)Oncethetargetpopulationisdefined,thenextstep________.

A)selectsthesamplingmethod

B)determinestheprojectbudget

C)identifiesthequestionstobeusedonthesurvey

D)setsparametersforstudytiming

E)determinestheappropriateproceduresfordataanalysis

Answer:A

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Difficulty:Difficult

LearningObj.:LO2

Classification:Conceptual

19)Aprobabilitysampleisoneinwhichthemembersofthetargetpopulation________.

A)caneasilybefoundforsurveypurposes

B)allhaveanequalchanceofbeingincludedinthesample

C)haveparticipatedinsimilarresearchstudies

D)haveagreedtoacceptanincentivetoparticipateintheresearch

E)canbefoundinmallsandotherhigh-trafficareas

Answer:B

PageRef:87

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

20)Inwhichtypeofsampledoeseachindividual,household,oriteminthetargetuniversehaveanequalchanceofbeingselectedforparticipationintheresearch?

A)Probability

B)Snowball

C)Quota

D)Nonprobability

E)Judgment

Answer:A

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Difficulty:Moderate

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Classification:Conceptual

21)Whenyouuseatableofrandomnumbersorflipacointoselectmembersofthesample,youareusingaformof________sampling.

A)random

B)snowball

C)judgment

D)nonprobability

E)quota

Answer:A

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Difficulty:Moderate

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Classification:Conceptual

22)Only________samplesallowyoutodeterminethesamplesizerequiredforaspecifieddegreeofconfidence.

A)snowball

B)nonprobability

C)probability

D)judgment

E)quota

Answer:C

PageRef:87

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

23)Whichtypeofsamplingprocessallowsyoutoconfidentlygeneralizetheresearchfindingstothepopulationfromwhichthesamplewasdrawn?

A)Conveniencesampling

B)Probabilitysampling

C)Nonprobabilitysampling

D)Snowballsampling

E)Quotasampling

Answer:B

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Difficulty:Moderate

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Classification:Conceptual

24)Focusgroupsareaformofnonprobabilitysampling.Itisacceptabletogeneralizetheresultsoffocusgroupstothebroaderpopulationfromwhichtheparticipantsweredrawn.

Answer:FALSE

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Difficulty:Difficult

LearningObj.:LO3

Classification:Application

AACSBStandard:AnalyticSkills

25)A(n)________sampleframeoccurswhenthereisanexactcorrespondencebetweenthesampleframeandtargetpopulation.

A)over-registered

B)under-registered

C)perfect

Answer:C

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Difficulty:Moderate

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26)A(n)________sampleframecontainsalloftheelementsinthetargetpopulation,plusadditionalelements.

A)over-registered

B)under-registered

C)perfect

Answer:A

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

27)A(n)________sampleframeoccurswhenelementsofthetargetpopulationareexcludedfrompotentialparticipationintheresearch.

A)over-registered

B)under-registered

C)perfect

Answer:B

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Difficulty:Moderate

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28)Ascreenerisusedtoeliminateunwantedindividualsfrompotentialparticipationintheresearch.Thescreenerislikelybeingusedbecauseofover-registrationinthesampleframe.

Answer:TRUE

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Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

29)Threetypesofsamplingdiscussedinthetextare:simplerandom,systematicrandom,and________random.

A)cooperative

B)symbiotic

C)stratified

D)reflective

E)strategic

Answer:A

PageRef:88

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

30)Whichapproachtosamplingmightuseacointossoratableofrandomnumberstoselectmembersofthepopulationforparticipationintheresearchstudy?

A)simple

B)systematic

C)stratified

D)synergistic

E)symbiotic

Answer:A

PageRef:89

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

31)Imaginethatyouwishtoobtainasimplerandomsampleoffourindividualsfromapopulationoftwenty.Individuals3,5and7areselected.Thechanceofindividual6beingselectedis________thechanceofindividual20beingselected.

A)lessthan

B)thesameas

C)greaterthan

Answer:B

PageRef:90

Difficulty:Moderate

LearningObj.:LO4

Classification:Application

AACSBStandard:AnalyticSkills

32)Imaginethatyouhaveapopulationof60individualsandthatyouwanttotakeasystematicrandomsampleof12membersofthepopulation.Theskipintervalwouldbe________.

A)5

B)8

C)12

D)15

Answer:A

PageRef:91

Difficulty:Moderate

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Classification:Application

AACSBStandard:AnalyticSkills

33)Whendrawingasystematicrandomsample,itisalwaysnecessarytobegincountingwithrespondent#1.

Answer:FALSE

PageRef:91

Difficulty:Moderate

LearningObj.:LO4

Classification:Application

AACSBStandard:AnalyticSkills

34)Whichformofrandomsamplingworksbestwhenthetargetpopulationisnothomogeneouswithrespecttowhatisbeingmeasured?

A)simple

B)systematic

C)stratified

D)snowball

E)judgment

Answer:C

PageRef:93

Difficulty:Difficult

LearningObj.:LO4

Classification:Conceptual

35)________randomsamplingisthebetterchoicewheneveryouhaveasituationwhereyouthinkthatalargevariationinwhatyouarestudyingisduetospecificrespondentcharacteristics.

A)Simple

B)Systematic

C)Stratified

Answer:C

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Difficulty:Difficult

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36)Instratifiedrandomsampling,onceeachstrataisdefinedthenindependentrandomsamplesaredrawnfromeachstrata.

Answer:TRUE

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Difficulty:Moderate

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37)Thefirststepinstratifiedrandomsamplingistoidentifyoneormoreclassificationcriteria,eachofwhichdefinesonestrata.

Answer:TRUE

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Difficulty:Moderate

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Classification:Conceptual

38)Imaginethatyouhavethreestrata,thesizeofeachisshownbelow.

Stratum1: 100individuals

Stratum2: 200individuals

Stratum3: 700individuals

Youwishtodrawafinalsampleof100individuals.ProportionatestratifiedsamplingwouldresultinhowmanyindividualsselectedfromStrata3?

A)10

B)20

C)33

D)70

Answer:D

PageRef:95

Difficulty:Moderate

LearningObj.:LO4

Classification:CriticalThinking

AACSBStandard:AnalyticSkills

39)Imaginethatyouhavethreestrata,thesizeofeachisshownbelow.

Strata1: 200individuals

Strata2: 300individuals

Strata3: 500individuals

Youwishtodrawafinalsampleof100individualswithatleast25individualsselectedfromeachstrata.Whichsamplingmethodwouldbeused?

A)proportionatestratifiedsampling

B)disproportionatestratifiedsampling

C)simplerandomsampling

D)systematicrandomsampling

Answer:B

PageRef:95

Difficulty:Difficult

LearningObj.:LO4

Classification:CriticalThinking

AACSBStandard:AnalyticSkills

40)Aconfidenceintervalisanestimate,plusorminus,oftherangeinwhichwebelievethetrue________estimatelies.

A)sample

B)census

C)population

D)random

E)target

Answer:C

PageRef:96

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

41)Youconductaresearchstudywhere75%ofthesampleagreeswithaparticularstatement.Theconfidenceintervalis+/-5%.Thismeansthatthetruepercentageofthoseagreeingislikelytobenolessthan________.

A)5%

B)65%

C)70%

D)80%

Answer:C

PageRef:96

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

AACSBStandard:AnalyticSkills

42)Considerthetwostatementsregardingtheconfidencelevelshownbelow.

I. Theconfidencelevelisthemathematicalexpressionofourconfidencethat

thepopulationestimatelieswithintheconfidenceinterval.

II. Theconfidencelevelistherangeintowhichthetruepopulationparameterwill

fall,assumingagivenlevelofconfidence.

Howmay,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:A

PageRef:96

Difficulty:Difficult

LearningObj.:LO4

Classification:Conceptual

43)Inquantitativeresearch,samplesizeisdeterminedinlightofconfidenceintervalsandconfidence________.

A)restraints

B)length

C)limitations

D)levels

E)intensity

Answer:D

PageRef:97

Difficulty:Easy

LearningObj.:LO5

Classification:Conceptual

44)Imaginethatasamplesizeof300providesaconfidenceintervalof+/-4%.Ifyouwantedtochangetheconfidenceintervalto+/-2%youwouldneedto________thesamplesize.

A)reduce

B)increase

Answer:B

PageRef:98

Difficulty:Easy

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Classification:Conceptual

45)Thegoalindeterminingsamplesizeistoestimatethe________samplesizethatwillprovidethedesiredlevelofconfidence.

A)minimal

B)maximum

Answer:A

PageRef:98

Difficulty:Easy

LearningObj.:LO5

Classification:Conceptual

46)Whendesigningaresearchstudy,thenumberofcontactsmustalways________thenumberofrequiredcompletedinterviews.

A)belessthan

B)beequalto

C)bemorethan

Answer:C

PageRef:99

Difficulty:Easy

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Classification:Conceptual

47)Sampleselectionbiasoccurswhenmembersofthepopulationofinterestareselectedinviolationoftheruleofequalchanceofselection.

Answer:TRUE

PageRef:99

Difficulty:Moderate

LearningObj.:LO5

Classification:Conceptual

48)Considerthetwostatementsbelowwithregardtoonlinepanels.

I. "Opt-in"panelsarepreferredoverinvitation-onlypanels.

II. Panelsshouldaggressivelyidentifyandeliminate"professionalrespondents."

Which,ifany,statementis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIaretrue

Answer:B

PageRef:102

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

49)Whichformofnonprobabilitysamplingselectsstudyparticipantsjustbecausetheyarereadilyaccessible?

A)Convenience

B)Judgment

C)Quota

D)Snowball

Answer:A

PageRef:102

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

50)Whichformofnonprobabilitysamplingselectsstudyparticipantsbasedonanexpert'sexpertiseregardingwhomightbebesttointerview?

A)Convenience

B)Judgment

C)Quota

D)Snowball

Answer:B

PageRef:103

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

51)Whichformofnonprobabilitysamplingusescurrentstudyparticipantstorecruitnewparticipants?

A)Convenience

B)Judgment

C)Quota

D)Snowball

Answer:D

PageRef:104

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

52)Whichofthefollowingisthebestwaytodeterminesamplesizeinnonprobabilitysamples?

A)Unaidedjudgment

B)Budgetconsiderations

C)Frameofreference

D)Analyticalrequirements

Answer:D

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Difficulty:Moderate

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Classification:Conceptual

53)NancyistheresearcherattheJKOAdvertisingAgency.Shehasbeenaskedtotesttwodifferentadvertisingcampaigns.The"winning"campaignwillbesupportedby$20MMinmedia.Eachcampaignwillbeshowntoagroupofconsumersinthebrand'stargetaudience.Nancydecidestouseaseriesoffocusgroupstoselectthe"winning"campaign,asshebelievesthatthisformofsampling(convenience)willallowhertogeneralizetothebroaderpopulationfromwhichthefocusgroupparticipantsweredrawn.DoyouagreeordisagreewithNancy'spointofview?Why?

Answer:Nancyisincorrect.Sincefocusgroupsareaformofconveniencesampling,theresultscannotbegeneralized.Onlyrandomsamplingwouldallowthisgeneralizationtotakeplace.

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