Business Research Methods Session 4

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Questions and Answers

What is the purpose of using sampling in market research?

To analyze each consumer's individual opinion in detail

To ensure 100% accuracy in consumer preference assessment

To gather opinions from a small group to predict broader preferences (correct)

To eliminate the need for data collection altogether

In the context of defining the target population, what does 'extent' refer to?

The number of elements available for study

The specific time frame for data collection

The type of information being collected from sampling units

The geographical and temporal boundaries of the population (correct)

Which statement best characterizes a 'sampling unit'?

It represents the entire population being studied

It focuses solely on the survey's time factor

It refers only to individual respondents involved in the study

It can include one or more elements from which data is collected (correct)

When health researchers use sampling to study disease prevalence, what is the ultimate goal?

To gather insights on the overall health trends in different communities Signup and view all the answers

What does 'time' represent in the context of the sampling design process?

The specific period during which data is collected or analyzed Signup and view all the answers

What is the main purpose of sampling in research?

To estimate characteristics of the whole population Signup and view all the answers

Which of the following best describes a population parameter?

A numerical value that describes a characteristic of a population Signup and view all the answers

What is a census?

Collecting data from every member of a population Signup and view all the answers

When is it most favorable to use a sample rather than a census?

When there is a limited budget and time Signup and view all the answers

Which of the following characteristics best describes statistics in research?

They are derived from samples used to estimate parameters Signup and view all the answers

In which scenario is a census most appropriate?

When the variance in characteristics is small Signup and view all the answers

What is one primary disadvantage of a census?

It can be time-consuming and expensive Signup and view all the answers

Why might researchers opt for sampling instead of a census in studying customer satisfaction?

To reduce the time and costs associated with research Signup and view all the answers

What is the first stage of quota sampling?

Developing control categories or quotas Signup and view all the answers

How is a sample selected in snowball sampling?

Through referrals from initial respondents Signup and view all the answers

What characteristic defines simple random sampling?

Selection probabilities are equal for all elements Signup and view all the answers

What determines the sampling interval in systematic sampling?

The size of the population divided by the desired sample size Signup and view all the answers

What is a key aspect of quota sampling?

It restricts sample selection to judgment and convenience Signup and view all the answers

In which sampling method do initial respondents recommend other participants?

Snowball sampling Signup and view all the answers

What is a disadvantage of snowball sampling?

It may lead to a biased sample due to referral chains Signup and view all the answers

What defines systematic sampling?

Samples are chosen based on a random starting point and a fixed interval Signup and view all the answers

What is the primary objective of stratified sampling?

To increase precision without increasing cost Signup and view all the answers

In systematic sampling, what could lead to decreased representativeness of the sample?

Ordering elements in a cyclical pattern Signup and view all the answers

What characterizes the elements within a stratum in stratified sampling?

They should be homogenous as possible Signup and view all the answers

What distinguishes proportionate stratified sampling from disproportionate stratified sampling?

Sample sizes in disproportionate sampling also consider standard deviation Signup and view all the answers

Why should stratification variables in stratified sampling be easy to measure?

To ensure the cost of stratification is minimized Signup and view all the answers

How does systematic sampling select elements from the population?

Using a fixed interval system to select elements Signup and view all the answers

What is a key qualitative factor affecting sample size determination?

The nature of the research Signup and view all the answers

In customer satisfaction surveys, how might a company like Revlon effectively utilize stratified sampling?

By surveying customers from various age groups Signup and view all the answers

What is the minimum sample size recommended for problem identification research?

500 Signup and view all the answers

What is meant by 'mutually exclusive' in the context of strata in stratified sampling?

Each population element belongs to one and only one stratum Signup and view all the answers

Which method can lead to sampling frame errors?

Omitting relevant elements Signup and view all the answers

What type of sampling involves selecting respondents based on their presence at a specific location?

Convenience sampling Signup and view all the answers

What is the typical range for sample sizes in product tests?

300–500 Signup and view all the answers

Which sampling technique selects elements based on the researcher’s judgment?

Judgmental sampling Signup and view all the answers

What is a characteristic of judgmental sampling?

It relies on the researcher’s subjective evaluation. Signup and view all the answers

Which alternative might be used if a comprehensive sampling frame cannot be compiled?

Random digit dialing procedures Signup and view all the answers

Study Notes

Sampling vs. Census

Population: Entire group of individuals or items targeted for study (e.g., all employees in a company).
Population Parameter: Numerical value describing a characteristic of the population (e.g., average age of employees).
Census: Data collection from every population member (e.g., national census collecting data from all residents).
Sample: Subset of the population selected for study (e.g., surveying 200 out of 2,000 employees).
Statistics: Numerical values calculated from a sample to estimate population parameters (e.g., average age of surveyed employees).

Conditions Favoring Sampling vs. Census

Budget: Sampling is better for small budgets, while a large budget favors census.
Time Available: Sampling requires less time; census requires longer duration.
Population Size: Sampling is preferred for large populations; census for smaller populations.
Variance in Characteristics: Sampling is suitable for low variance; census for high variance.
Cost of Sampling Errors: Low in sampling; high in census.
Cost of Nonsampling Errors: High in sampling; low in census.
Nature of Measurement: Destructive measurements favor sampling; nondestructive measurements favor census.
Attention to Individual Cases: Individual cases can be assessed in sampling; not in census.

Sampling Process

Sampling Definition: Selecting a subset from a larger population to infer characteristics of the whole.
Market Research and Sampling: Used to gauge consumer opinions and predict market trends.
Health Research: Sampling helps understand disease prevalence in communities.
Quality Control: Samples assess product quality from production batches.
Political Polls: Sampling predicts election outcomes based on voter interviews.

Sampling Design Process

Define the Target Population: Clarify elements, sampling units, extent, and time for data collection.
- Element: Object of interest (e.g., a female customer aged 18 who buys Revlon lipstick).
- Sampling Unit: Unit from which data is collected (e.g., a group of female customers aged 18-35).
- Extent: Scope considering geographical and temporal aspects (e.g., U.S. customers over the past year).
- Time: Specific period for data collection (e.g., a six-month survey).

Determining Sample Size

Qualitative factors include:
- Importance of decision-making.
- Nature of research and variables involved.
- Completion rates and resource constraints.
Sample Sizes in Various Studies:
- Problem identification research: Minimum size 500, typical range 1,000–2,500.
- Problem-solving research: Minimum 200, typical range 300–500.
- Focus groups: Minimum 2 groups, typical range 6–15 groups.

Sampling Frames

Definition: Set of population elements represented in list form.
Error Management: Can occur through omission or inclusion of irrelevant elements; addressed by refining the target population or screening respondents.

Classification of Sampling Techniques

Convenience Sampling: Selects respondents based on their availability (e.g., random people in a mall).
Judgmental Sampling: Selection based on researcher’s judgment (e.g., specific department stores).
Quota Sampling: Requires control categories; elements are chosen based on convenience or judgment.
Snowball Sampling: Initial groups refer others in the target population for selection.

Types of Probability Sampling

Simple Random Sampling: Every population element has an equal chance of selection; independent selections.
Systematic Sampling: Uses a random starting point and selects every ith element; effective for certain ordered populations.
Stratified Sampling: Divides the population into strata for better representation; may use proportionate or disproportionate sampling.

Applications of Stratified Sampling

Customer Satisfaction Surveys: Ensures diverse feedback by sampling across age groups.
Employee Engagement Studies: Gathers input from various departments to reflect unique experiences.

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Description

This quiz focuses on Sampling and Data Preparation as part of Business Research Methods. It covers key concepts such as population, sampling, and census, providing essential knowledge for conducting effective research. Test your understanding of these foundational topics in research methodology.