University of Central Florida (UCF) MAR3611 Marketing Analysis and Research Methods Midterm Practice Exam

The correct choice relates to probability sampling, which is a sampling design that ensures that every unit in the population has a known, nonzero chance of being selected for the sample. This is fundamental in research because it allows for the results of the sample to be generalized to the larger population with a calculable level of confidence.

In probability sampling, various methods can be utilized, such as simple random sampling, stratified sampling, or systematic sampling, all of which guarantee that each individual or unit has a chance of being chosen based on probability principles. This design is critical for maintaining the integrity, validity, and reliability of research findings.

The other options do not provide a mechanism for each unit to have a quantifiable probability of being selected. Quota sampling, for example, does not rely on random selection and instead fills quotas for certain characteristics without ensuring that every individual has a chance to be included. Nonsampling error refers to errors not related to the sampling process, such as inaccuracies in data collection or response biases. Simple random sampling is, indeed, a method of probability sampling, but it is just one specific example of the broader concept. Therefore, probability sampling is the most comprehensive and accurate response to the question.