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MMC 3420 EXAM BUNDLE DEAL
Distinguish between a population and a sample -
.....ANSWER ...✔✔ Population is everyone, sample is
just a portion of the population.
Why do we take samples? - .....ANSWER ...✔✔
Obtaining a group of people from a population in such
a way as to be representative of that population
What is the key difference between probability
sampling and non-probability sampling? - .....ANSWER
...✔✔ -Random or Probability Sampling: Everyone in
the population has an equal chance of being included
Follows mathematical guidelines and theory that allow
us to calculate with 95% confidence that the sample
results can be generalized
-Not everyone in the population has an equal chance of
being chosen (Sampling for a specific purpose. Only
those who fit certain criteria)
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What is a sampling frame? - .....ANSWER ...✔✔ All
messages or people to be surveyed within our
population (List of registered voters in Orange County)
Universe - .....ANSWER ...✔✔ -Specify boundaries of
what's being explored
-Operational definitions: Topic area, time period,
sources
What are the types of non-probability samples? -
.....ANSWER ...✔✔ -Available/Convenience ("man on
the street"): Mall intercept
-Purposive: Focus group participants (Selected for
specific purpose, not to be representative)
-Quota: Selected to represent quotas of participants
that exist in your population (Previous research said
population is 40% male, so you survey 40/100 males)
-Snowball: Identify small sample of population and then
use a "pass-along" method
What are the types of probability samples? -
.....ANSWER ...✔✔ -Simple Random Selection
-Random Sampling
-Single or multi stage
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-Systematic Random Selection
-Stratified Random Selection
What is Simple Random Selection? - .....ANSWER
...✔✔ -Ex. List of all home addresses in prime TV
viewership market
-Start at an arbitrary point
-Follow our list of all household addresses in the TV
market
-Use a random number generator until we meet our
sample size
-Uses a randomly selected start number
Each unit has an equal chance of being selected
With or Without Replacement
Random Sampling - .....ANSWER ...✔✔ Everyone in
the sample has an equal chance of being chosen and
responding (Regardless of researcher biases)
Allows researcher to infer beyond the sample to the
population by knowledge of Population parameters
(characteristics) Estimating accuracy
Estimating error of measurement
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Single or Multi stage - .....ANSWER ...✔✔ Cross-
sectional (single time)
Longitudinal
-Trend: Randomly selected different people from a --
population over time
-Panel: The same randomly selected people from a
population over time
Systematic Random Selection - .....ANSWER ...✔✔ -
Uses a sampling interval to select every nth unit; Widely
used
-Subject to periodicity issues: Order of units in a list may
introduce bias into selection
Stratified Random Selection - .....ANSWER ...✔✔
Chosen units represent a % of the population drawn at
random from that population; Similar to quota sampling,
but done so with measures put into place to make it
random
Standard Error - .....ANSWER ...✔✔ the standard
deviation (or how samples deviate from the population)
-Regular old random error
-Standard error decreases as sample size increases
MMC 3420 EXAM BUNDLE DEAL
Distinguish between a population and a sample -
.....ANSWER ...✔✔ Population is everyone, sample is
just a portion of the population.
Why do we take samples? - .....ANSWER ...✔✔
Obtaining a group of people from a population in such
a way as to be representative of that population
What is the key difference between probability
sampling and non-probability sampling? - .....ANSWER
...✔✔ -Random or Probability Sampling: Everyone in
the population has an equal chance of being included
Follows mathematical guidelines and theory that allow
us to calculate with 95% confidence that the sample
results can be generalized
-Not everyone in the population has an equal chance of
being chosen (Sampling for a specific purpose. Only
those who fit certain criteria)
,2|Page
What is a sampling frame? - .....ANSWER ...✔✔ All
messages or people to be surveyed within our
population (List of registered voters in Orange County)
Universe - .....ANSWER ...✔✔ -Specify boundaries of
what's being explored
-Operational definitions: Topic area, time period,
sources
What are the types of non-probability samples? -
.....ANSWER ...✔✔ -Available/Convenience ("man on
the street"): Mall intercept
-Purposive: Focus group participants (Selected for
specific purpose, not to be representative)
-Quota: Selected to represent quotas of participants
that exist in your population (Previous research said
population is 40% male, so you survey 40/100 males)
-Snowball: Identify small sample of population and then
use a "pass-along" method
What are the types of probability samples? -
.....ANSWER ...✔✔ -Simple Random Selection
-Random Sampling
-Single or multi stage
,3|Page
-Systematic Random Selection
-Stratified Random Selection
What is Simple Random Selection? - .....ANSWER
...✔✔ -Ex. List of all home addresses in prime TV
viewership market
-Start at an arbitrary point
-Follow our list of all household addresses in the TV
market
-Use a random number generator until we meet our
sample size
-Uses a randomly selected start number
Each unit has an equal chance of being selected
With or Without Replacement
Random Sampling - .....ANSWER ...✔✔ Everyone in
the sample has an equal chance of being chosen and
responding (Regardless of researcher biases)
Allows researcher to infer beyond the sample to the
population by knowledge of Population parameters
(characteristics) Estimating accuracy
Estimating error of measurement
, 4|Page
Single or Multi stage - .....ANSWER ...✔✔ Cross-
sectional (single time)
Longitudinal
-Trend: Randomly selected different people from a --
population over time
-Panel: The same randomly selected people from a
population over time
Systematic Random Selection - .....ANSWER ...✔✔ -
Uses a sampling interval to select every nth unit; Widely
used
-Subject to periodicity issues: Order of units in a list may
introduce bias into selection
Stratified Random Selection - .....ANSWER ...✔✔
Chosen units represent a % of the population drawn at
random from that population; Similar to quota sampling,
but done so with measures put into place to make it
random
Standard Error - .....ANSWER ...✔✔ the standard
deviation (or how samples deviate from the population)
-Regular old random error
-Standard error decreases as sample size increases
