Chapter 12

Sampling: Final and Initial Sample Size Determination

True/False Questions
1. The confidence level is the range into which the true population parameter will fall,
assuming a given level of confidence.
(False, moderate, page 342)
2. The confidence level is the probability that a confidence interval will include the
population parameter.
(True, easy, page 342)
3. The sampling distribution is the distribution of the values of a sampling statistic
computed for each possible sample that could be drawn from the target population
under a specified sampling plan.
(True, moderate, page 342)
4. The process of generalizing the sample results to the population results is called
statistical inference.
(True, moderate, page 343)
5. The concept of a sampling distribution enables us to use probability theory to make
inferences about the population values.
(True, moderate, page 343)
6. The sampling distribution of the mean is a binomial distribution.
(False, easy, page 343)
7. The z value for a point is the number of standard deviations a point is away from the
mean.
(False, moderate, page 344)
8. When the sample size is 10 percent or more of the population size, the standard error
formulas will overestimate the standard deviation of the population mean or
proportion. Hence, these should be adjusted by a finite population correction factor.
(True, difficult, page 344)
9. The statistically determined sample size is the net or final sample sizethe sample
remaining after eliminating potential respondents who do not qualify or who do not
complete the interview.
(True, moderate, page 344)
10. In the statistical approach to determining sample size, the precision level is specified
in the end.
(False, difficult, page 344)
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11. The statistical approach to determining sample size is based on the construction of
confidence intervals around sample means or proportions.
(True, easy, page 345)
12. When determining the sample size, if the population standard deviation, is
unknown and an estimate is used, the standard deviation should be re-estimated once
the sample has been drawn. Next a revised confidence interval should be calculated to
determine the precision level actually obtained.
(True, moderate, page 348)
13. If the researcher is required to estimate several parameters, not just one, the
calculation of sample size in these cases should be based on a consideration of all the
parameters that must be estimated.
(True, easy, page 351)
14. Prior notification increases response rates for samples of the general public because it
reduces surprise and uncertainty and creates a more cooperative atmosphere.
(True, easy, page 354)
15. The door-in-the-face attempt at motivating potential respondents is more effective
than foot-in-the-door.
(False, difficult, page 355)
16. Prepaid incentives have been shown to increase response rates to a greater extent than
promised incentives.
(True, easy, page 355)
17. Nonresponse rates should always be reported and, whenever possible, the effects of
nonresponse should be estimated.
(True, easy, page 356)
18. Information on differences between respondents and nonrespondents may be obtained
from the sample itself or, it may be possible to estimate the differences from other
sources.
(True, moderate, page 356)
19. Trend analysis is an attempt to discern a trend between early and late respondents.
(True, easy, page 357)
20. When conducting marketing research in foreign countries, statistical estimation of
sample size may be difficult, as estimates of the population mean may be unavailable.
(False, difficult, page 358)
21. If statistical estimation of sample size is at all attempted, it should be realized that the
estimates of the population variance dont vary from country to country.
(False, difficult, page 358)

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22. By inflating the standard deviation, it is possible to increase the sample size and thus
the project revenue for the research firm.
(True, moderate, page 359)
Multiple Choice Questions
23. A _____ is a summary description of a fixed characteristic or measure of the target
population. It denotes the true value that would be obtained if a census rather than a
sample was undertaken.
a. statistic
b. precision level
c. finite population correction
d. parameter
(d, moderate, page 342)
24. A _____ is a summary description of a characteristic or measure of the sample. It is
used as an estimate of the population parameter.
a. statistic
b. precision level
c. finite population correction
d. parameter
(a, moderate, page 342)
25. The ____ is a correction for overestimation of the variance of a population
parameter, e.g., a mean or proportion, when the sample size is 10 percent or more of
the population size.
a. statistic
b. precision level
c. finite population correction
d. parameter
(c, easy, page 342)
26. When estimating a population parameter by using a sample statistic, the _____ is the
desired size of the estimating interval. This is the maximum permissible difference
between the sample statistic and the population parameter.
a. statistic
b. precision level
c. finite population correction
d. parameter
(b, moderate, page 342)

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27.

The mathematical symbols and p represent a _____ for the population and the
sampling distribution respectively.
a. proportion
b. standard deviation
c. standard error of the mean
d. variance
(a, moderate, page 343)

28.

The mathematical symbols X and S X represent a _____ for the population and
the sampling distribution respectively.
a. proportion
b. standard deviation
c. standard error of the mean
d. variance
(c, difficult, page 343)

29.

The _____ is called the standard error of the mean or the proportion to indicate that it
refers to a sampling distribution of the mean or the proportion, and not to a sample or
a population.
a. standard error of the mean
b. standardized variate
c. variance
d. standard deviation
(d, moderate, page 343)

30.

The statistically determined sample size is the net or _____.

a. incidence rate
b. initial sample size
c. completion rate
d. final sample size
(d, moderate, page 344)

31.

The equation for a 95% confidence interval is:

2
a. X 1.65 X
b. X 1.65 X
c.

X 1.96 X

2
d. X 1.96 X
(c, moderate, page 346)

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32.

When determining the sample size, the standard deviation may not be known. Which
of the following was not mentioned in your text as a way to estimate the standard
deviation?
a. consult secondary sources
b. estimate based on researcher judgment
c. estimate from the mean
d. conduct a pilot study
(c, difficult, page 346)

33.

Which of the formulas below would be used to determine the sample size using the
formula for the standard error of the mean?
a.
X D/ z
b.

n = (1- )z2
D2

c.

n = 2z2
D2

d.

a and c are correct

(d, moderate, page 346)
34.

n = 2z2
D2
Based on the above formula for sample size, sample size increases with increases in
all of the items below except:
a. Sample size increases with an increase in the population variability.
b. Sample size increases with an increase in the degree of confidence.
c. Sample size increases with an increase in the precision level required of the
estimate.
d. All of the above are true.
(d, moderate, page 347)

35. Which formula would be used to determine the sample size using the formula for the
standard error of the proportion?
a.
X D/ z
b.

n = (1- )z2
D2

c.

n = 2z2
D2

d.

a and c are correct

(b, easy, page 349)

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36. In _____, cost does not enter directly into the calculation of sample size.
a. stratified sampling
b. simple random sampling
c. cluster sampling
d. a and c are correct
(b, difficult, page 351)
37. The number of surveys that must be completed is the _____.
a. incidence rate
b. initial sample size
c. completion rate
d. final sample size
(d, moderate, page 352)
38. The rate of occurrence of persons eligible to participate in the study expressed as a
percentage is the _____.
a. incidence rate
b. initial sample size
c. completion rate
d. final sample size
(a, moderate, page 352)
39. The percentage of qualified respondents who complete the interview is the _____.
a. incidence rate
b. initial sample size
c. completion rate
d. final sample size
(c, easy, page 352)
40. Which equation is the correct equation for determining the initial sample size?
a. Final Sample Size X Incidence Rate
Completion Rate
b.

Final Sample Size_______

Incidence Rate X Completion Rate

c.

Completion Rate________
Incidence Rate X Final Sample Size

c. Final Sample Size X Completion Rate

Incidence Rate
(b, moderate, page 352)

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41. The number of units that will have to be sampled is the _____.
a. incidence rate
b. initial sample size
c. completion rate
d. final sample size
(b, easy, page 352)
42. Which statement is not true about nonresponse issues in sampling?
a. Nonresponse error is one of the most significant problems in survey research.
b. Response rates themselves do not indicate whether the respondents are
representative of the original sample.
c. For a given study, if the nonrespondents differ from the respondents on the
characteristics of interests, the sample estimates will only be mildly biased.
d. Increasing the response rate may not reduce nonresponse bias.
(c, difficult, page 353)
43. Which survey method has the highest refusal rate?
a. telephone
b. mall intercept
c. mail surveys
d. Internet
(c, moderate, page 353)
44. The 2002 CMOR study indicated that consumers prefer _____ surveys versus the
____ method of surveys.
a. telephone; Internet
b. mail; telephone
c. Internet; mail
d. Internet; telephone
(d, difficult, page 354)
45. Which method of improving response rate involves sending potential respondents a
letter notifying them of the imminent mail, telephone, personal, or Internet survey?
a. motivating the respondents
b. follow-up
c. incentives
d. prior notification
(d, easy, page 354)
46. Which method of improving response rate involves offering potential respondents
monetary and non-monetary gifts?
a. motivating the respondents
b. follow-up
c. incentives
d. prior notification
(c, easy, page 354)

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47. Which method of improving response rate involves use of the foot-in-the-door or
door-in-the-face technique?
a. motivating the respondents
b. follow-up
c. incentives
d. prior notification
(a, moderate, page 354)
48. Which method of improving response rate involves sending potential respondents a
postcard or letter to remind nonrespondents to complete and return the questionnaire?
a. motivating the respondents
b. follow-up
c. incentives
d. prior notification
(b, moderate, page 354)
49. Which statement is not true about not-at-homes?
a. People with small children are more likely to be at home than single or divorced
people.
b. Consumers are more likely to be at home on weekdays than on weekends.
c. Consumers are more likely to be at home in the evening as opposed to during the
afternoon.
d. Pre-notification and appointments increase the likelihood that the respondent will
be at home when contact is attempted.
(b, difficult, page 356)
50. Which method of adjusting for nonresponse has the researcher contacting a subsample of the nonrespondents; projecting the values obtained from the sub-sample to
all respondents; then adjusting the survey results to account for nonresponse?
a. substitution
b. sub-sampling of nonrespondents
c. subjective estimates
d. replacement
(b, easy, page 356)
51. Which method of adjusting for nonresponse involves evaluating the likely effects of
nonresponse based on experience and available information?
a. substitution
b. sub-sampling of nonrespondents
c. subjective estimates
d. replacement
(c, moderate, page 357)

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52. _____ is a statistical procedure that attempts to account for nonresponse by assigning
differential weights to the data depending on the response rates.
a. Weighting
b. Trend analysis
c. Subjective estimates
d. Imputation
(a, easy, page 358)
53. _____ is a method to adjust for nonresponse by assigning the characteristic of interest
to the nonrespondents based on the similarity of the variables available for both
nonrespondents and respondents.
a. Weighting
b. Trend analysis
c. Subjective estimates
d. Imputation
(d, easy, page 358)
54. Ethical dilemmas associated with sample size determination include all of the
following except:
a. inflating the standard deviation to increase sample size and project revenue
b. what should be done when a difference in the actual standard deviation and the
estimated standard deviation results in a larger confidence interval than desired
c. investigating the possibility of non-response bias and making a reasonable effort
to adjust for it
d. All of the above pose ethical dilemmas.
(d, moderate, pages 359-360)
55. Use of the Internet itself is thought to increase response rates to surveys because of all
of the following except:
a. Surveys on the Internet are easy to access and can be completed in multiple
sessions if necessary.
b. The use of attractive design and plug-ins, such as music and video, make the
process of responding more interesting.
c. Because the length of a survey on the Internet is hidden from respondents, they
are less inclined not to respond due to survey length.
d. Applications are available to determine sample size for various sampling
techniques.
(d, moderate, page 361)

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Essay Questions
56. Discuss four of the methods of reducing refusals to participate in a survey.
Answer
Prior notification - In prior notification, potential respondents are sent a letter
notifying them of the imminent mail, telephone, or personal survey. Prior
notification increases response rates for samples of the general public because it
reduces surprise and uncertainty and creates a more cooperative atmosphere.
Motivating the respondents - Potential respondents can be motivated to participate
in the survey by increasing their interest and involvement. Two of the ways this
can be done are the foot-in-the-door and door-in-the-face strategies. Both
strategies attempt to obtain participation through the use of sequential requests. As
explained briefly in Chapter 6, in the foot-in-the-door strategy, the interviewer
starts with a relatively small request, such as Will you please take five minutes to
answer five questions?, to which a large majority of people will comply. The
small request is followed by a larger request, the critical request, that solicits
participation in the survey or experiment. The rationale is that compliance with an
initial request should increase the chances of compliance with the subsequent
request. The door in the face is the reverse strategy. The initial request is relatively
large and a majority of people refuse to comply. The large request is followed by a
smaller request, the critical request, soliciting participation in the survey. The
underlying reasoning is that the concession offered by the subsequent critical
request should increase the chances of compliance. Foot in the door is more
effective than door in the face.
Incentives - Response rates can be increased by offering monetary as well as
nonmonetary incentives to potential respondents. Monetary incentives can be
prepaid or promised. The prepaid incentive is included with the survey or
questionnaire. The promised incentive is sent to only those respondents who
complete the survey. The most commonly used nonmonetary incentives are
premiums and rewards, such as pens, pencils, books, and offers of survey results.
Prepaid incentives have been shown to increase response rates to a greater extent
than promised incentives. The amount of incentive can vary from 10 cents to $50
or more. The amount of incentive has a positive relationship with response rate,
but the cost of large monetary incentives may outweigh the value of additional
information obtained.
Questionnaire design and administration. - A well-designed questionnaire can
decrease the overall refusal rate as well as refusals to specific questions. Likewise,
the skill used to administer the questionnaire in telephone and personal interviews
can increase the response rate. Trained interviewers are skilled in refusal
conversion or persuasion. They do not accept a no response without an
additional plea. The additional plea might emphasize the brevity of the
questionnaire or importance of the respondents opinion. Skilled interviewers can
decrease refusals by about 7 percent on average.
Follow-up - Follow-up, or contacting the nonrespondents periodically after the
initial contact, is particularly effective in decreasing refusals in mail surveys. The
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researcher might send a postcard or letter to remind nonrespondents to complete

and return the questionnaire. Two or three mailings are needed, in addition to the
original one. With proper follow-up, the response rate in mail surveys can be
increased to 80 percent or more. Follow-ups can also be done by telephone, email, or personal contacts. Other facilitators - Personalization, or sending letters
addressed to specific individuals, is effective in increasing response rates.
(moderate, pages 354-355)
57. Discuss what can be done to reduce not-at-homes.
Answer
The percentage of not-at-homes can be substantially reduced by employing a series of
callbacks, or periodic follow-up attempts to contact nonrespondents. The decision
about the number of callbacks should weigh the benefits of reducing nonresponse bias
against the additional costs. As callbacks are completed, the callback respondents
should be compared to those who have already responded to determine the usefulness
of making further callbacks. In most consumer surveys, three to four callbacks may
be desirable. Whereas the first call yields the most responses, the second and third
calls have a higher response per call. It is important that callbacks be made and
controlled according to a prescribed plan.
(moderate, page 356)
58. Discuss how microcomputers and mainframes can determine the sample size for
various sampling techniques.
Answer
Microcomputers and mainframes can determine the sample size for various sampling
techniques. For simple applications, appropriate sample size formulas can be entered
using spreadsheet programs. The researcher specifies the desired precision level,
confidence level, and population variance, and the program determines the
appropriate sample size for the study. By incorporating the cost of each sampling unit,
the sample size can be adjusted based on budget considerations. Several marketing
research firms supply sample design software and services including statistical
determination of sample sizes and estimation of sample statistics.
(moderate, page 361)

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