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Marketing Research
test 3
| Question | Answer |
|---|---|
| population | A _______ is the aggregate of all the elements that share some common set of characteristics, and that comprise the universe for the purpose of the marketing research problem. |
| census | A ______ involves a complete enumeration of the elements of a population. |
| sample | A ________, on the other hand, is a subgroup of the population selected for participation in the study. |
| parameter | A _______ is a summary description of a fixed characteristic or measure of the target population. A parameter denotes the true value which would be obtained if a census rather than a sample was undertaken. |
| statistic | A _______ is a summary description of a characteristic or measure of the sample. The sample statistic is used as an estimate of the population parameter. |
| target population | is the collection of elements or objects that possess the information sought by the researcher |
| element | is the object about which or from which the information is desired |
| sampling unit | is an element, or a unit containing the element, that is available for selection at some stage of the sampling process. |
| extent | refers to the geographical boundaries. |
| Defining the target population | involves translating the marketing research problem into a precise statement of who should or should not be included in the sample |
| Convenience sampling | attempts to obtain a sample of convenient elements. Often, respondents are selected because they happen to be in the right place at the right time |
| Judgmental sampling | is a form of convenience sampling in which the population elements are selected based on the judgment of the researcher. |
| quota sampling | a non probability which may be viewed as a two stage restricted judgemental sampling. ex. 50% male 50% female |
| sample frame | it's a list of potential participants |
| sample frame error | the list may not be updated (list is outdated) |
| snowball sampling | an initial group of respondents is selected, usually at random. 1 person starts to turn into more people |
| simple random sampling | each element in the population has a known and equal probability of selection. |
| systematic sampling | the sample is chosen by selecting a random starting point and then picking every ith element in succession from the sampling frame. |
| Stratified sampling | is a two-step process in which the population is partitioned into subpopulations, or strata. |
| cluster sampling | the target population is first divided into mutually exclusive and collectively exhaustive subpopulations, or clusters |
| cluster | each _________is heterogeneous in the inside but homogenous on the outside |
| strata | elements within a _______ is homogenous but heterogenous on the outside |
| geography | you build clusters around __________ |
| returning to the field | The questionnaires with unsatisfactory responses may be ___________, where the interviewers recontact the respondents |
| Assigning Missing Values | If returning the questionnaires to the field is not feasible, the editor may ___________ to unsatisfactory responses. |
| discarding Unsatisfactory Respondents | In this approach, the respondents with unsatisfactory responses are simply discarded. |
| coding | means assigning a code, usually a number, to each possible response to each question. |
| data cleaning | if someone missed a question, dont just throw away the question. plug in a 99 |
| codebook | contains coding instructions and the necessary information about variables in the data set |
| what are the non probability techniques | convinience, judgmental, quota, and snowball |
| what are the probability techniques | simple random, systematic, stratified ,and cluster |
| simple random | which sampling Difficult to construct sampling frame; expensive |
| snowball | which sampling is time consuming |
| statistical sampling | which sampling Can increase representativeness; easier to implement than SRS; sampling frame not needed |
| cluster sampling | which sampling is Easy to implement; cost effective |
Created by:
sanchezdaniel