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Marketing Research

test 3

QuestionAnswer
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sample frame error the list may not be updated (list is outdated)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
 

 



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