MKTG 525 Final Exam – Cinelli Questions
With Complete Answers
The Research Process - ANSWER 1. specify the problem
2. designate research objectives
3. develop an appropriate research design
4. craft the data collection instrument
5. develop the sampling plan
5) Develop the sampling plan - ANSWER -who are we going to survey?
-how are we going to select them?
-how many people do we need?
Population - ANSWER the entire group of people about whom information is
needed
-in marketing, this is typically the target market for your product
Census - ANSWER data are obtained from every member of the population
Sample - ANSWER a subset of all the members of a population of interest
-needs to be a representative cross section of the total population
Sampling - ANSWER the process of obtaining information from a subset of a
larger group
Answers from the sample are generalized to the entire population - ANSWER as
long as the sample is well drawn, the study results should be accurate
-political polls sample 1000 americans at a time and are historically very
accurate
How do you make sure the sample is representative? - ANSWER people should
be represented in your sample in the same proportion that they are represented
in the target population
,Why do we sample? - ANSWER -it it too expensive and time consuming to survey
everyone
-but we want to estimate what is true of the entire population
-the population has certain characteristics (parameters)
Parameters - ANSWER a characteristic or measure of a population
-ex: the population for a study consists of all adults living in Phoenix, Arizona; we
could describe the population on a number of parameters including average
age, proportion with a college degree, range of incomes, attitude toward a new
service offering, and awareness of a new retail store
Parameters: the population has certain characteristics - ANSWER -if we could
measure these characteristics, without error, for every person in the population,
we would know the true value of these parameters
-we estimate these parameters by measuring them among a sample of people
(the results are called statistics)
Parameter = - ANSWER sample statistics + systematic error + sampling error
Developing a Sampling Plan - ANSWER Step 1: define the population of interest
Step 2: choose a data collection method
Step 3: identifying a sampling frame
Step 4: select a sampling method
Step 1: Define the population of interest - ANSWER -who is qualified to answer
your survey?
-the simpler the definition, the easier and cheaper it is to find a sample
-the more complex the definition, the more difficult and expensive it is to find a
sample
Population - ANSWER all cases that meet designated specifications for
membership in the group
Step 2: Choose a data collection method - ANSWER the data collection method
you choose may contribute unique considerations to your sampling decision
making
, -mail surveys, telephone surveys, internet surveys
Mail Surveys - ANSWER suffer from nonresponse bias
Telephone Surveys - ANSWER -exclusive use of cell phones
-call screening
Internet Surveys - ANSWER -difficult to get professionals
-panels may not be representative (self selection bias)
Self Selection Bias - ANSWER the effect of allowing members of a target
population under study to volunteer to participate in the study; it may
compromise the randomness and validity of the research
Step 3: identifying a sampling frame - ANSWER sometimes this exits:
-poll of registered voters
-questionnaire to ole miss alumni
most of the time it does not:
-anyone who has used the internet in the past week
-anyone who has purchased soda in the past month
Sampling Frame - ANSWER the list of all of the people in the population from
which units to be sampled are selected; could include geographic institutions,
individuals, or other units
-when it is impossible to make a list, the sampling frame designates procedures
for producing a representative sample with desired characteristics
Step 4: Select a sampling method - ANSWER probability and non probability
samples
Probability Samples - ANSWER samples in which every element of the
population has a known, nonzero likelihood of selection
-representative
-when strictly followed, sampling error can be predicted
-can be projected to the total population
Non-probability Samples - ANSWER samples in which specific elements from the
population have been selected in a nonrandom manner
-cost less
-gathered more quickly than a probability sample
With Complete Answers
The Research Process - ANSWER 1. specify the problem
2. designate research objectives
3. develop an appropriate research design
4. craft the data collection instrument
5. develop the sampling plan
5) Develop the sampling plan - ANSWER -who are we going to survey?
-how are we going to select them?
-how many people do we need?
Population - ANSWER the entire group of people about whom information is
needed
-in marketing, this is typically the target market for your product
Census - ANSWER data are obtained from every member of the population
Sample - ANSWER a subset of all the members of a population of interest
-needs to be a representative cross section of the total population
Sampling - ANSWER the process of obtaining information from a subset of a
larger group
Answers from the sample are generalized to the entire population - ANSWER as
long as the sample is well drawn, the study results should be accurate
-political polls sample 1000 americans at a time and are historically very
accurate
How do you make sure the sample is representative? - ANSWER people should
be represented in your sample in the same proportion that they are represented
in the target population
,Why do we sample? - ANSWER -it it too expensive and time consuming to survey
everyone
-but we want to estimate what is true of the entire population
-the population has certain characteristics (parameters)
Parameters - ANSWER a characteristic or measure of a population
-ex: the population for a study consists of all adults living in Phoenix, Arizona; we
could describe the population on a number of parameters including average
age, proportion with a college degree, range of incomes, attitude toward a new
service offering, and awareness of a new retail store
Parameters: the population has certain characteristics - ANSWER -if we could
measure these characteristics, without error, for every person in the population,
we would know the true value of these parameters
-we estimate these parameters by measuring them among a sample of people
(the results are called statistics)
Parameter = - ANSWER sample statistics + systematic error + sampling error
Developing a Sampling Plan - ANSWER Step 1: define the population of interest
Step 2: choose a data collection method
Step 3: identifying a sampling frame
Step 4: select a sampling method
Step 1: Define the population of interest - ANSWER -who is qualified to answer
your survey?
-the simpler the definition, the easier and cheaper it is to find a sample
-the more complex the definition, the more difficult and expensive it is to find a
sample
Population - ANSWER all cases that meet designated specifications for
membership in the group
Step 2: Choose a data collection method - ANSWER the data collection method
you choose may contribute unique considerations to your sampling decision
making
, -mail surveys, telephone surveys, internet surveys
Mail Surveys - ANSWER suffer from nonresponse bias
Telephone Surveys - ANSWER -exclusive use of cell phones
-call screening
Internet Surveys - ANSWER -difficult to get professionals
-panels may not be representative (self selection bias)
Self Selection Bias - ANSWER the effect of allowing members of a target
population under study to volunteer to participate in the study; it may
compromise the randomness and validity of the research
Step 3: identifying a sampling frame - ANSWER sometimes this exits:
-poll of registered voters
-questionnaire to ole miss alumni
most of the time it does not:
-anyone who has used the internet in the past week
-anyone who has purchased soda in the past month
Sampling Frame - ANSWER the list of all of the people in the population from
which units to be sampled are selected; could include geographic institutions,
individuals, or other units
-when it is impossible to make a list, the sampling frame designates procedures
for producing a representative sample with desired characteristics
Step 4: Select a sampling method - ANSWER probability and non probability
samples
Probability Samples - ANSWER samples in which every element of the
population has a known, nonzero likelihood of selection
-representative
-when strictly followed, sampling error can be predicted
-can be projected to the total population
Non-probability Samples - ANSWER samples in which specific elements from the
population have been selected in a nonrandom manner
-cost less
-gathered more quickly than a probability sample
