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Exam 2
Exam 2
39
Marketing
Undergraduate 4
10/17/2011

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Term
target population
Definition
population we're interested in sampling from
Term
sampling unit
Definition
one member of the sample
Term
sampling frame
Definition
list used to select sample from Example class roster
Term
sample frame error
Definition
difference between the sampling frame and the population
Term
census
Definition
asking everyone in the whole population
Term
snowball sampling
Definition
non probability sampling method that involves the practice of IDing a set of initial prospective respondents who can help find additional people in the study
Term
judgment sampling
Definition
non prop sampling that selects participants based on an experienced individuals belief that the participants will meet the requirements of the research study
Term
probability sampling
Definition
simple random
systematic
stratified
cluster
Term
non probability
Definition
snowball
quota
judgment
convenience
Term
stratified random
Definition
the population is divided into subgroups and samples are selected from each subgroups
Term
simple random
Definition
every unit has an equal nonzero chance of being selected
Term
systematic random
Definition
defined population is ordered and sample is selected according to position using skip interval
Term
cluster sampling
Definition
selecting people in groups rather than individually
Term
quota sampling
Definition
attempt to be representative by selecting sample elements in proportion to their known incidence in the population
Term
nominal
Definition
two categories without any ranking between them
Term
ordinal
Definition
express relative magnitude...implies more or less but not how much more or less
Term
interval
Definition
expresses relative magnitude...express increments Example:rate on a scale
Term
ratio
Definition
interval scale with a fixed zero...ex: how many times do you use X brand per month? (mean, standard deviation)
Term
Likert
Definition
ordinal scale that asks respondents to indicate the extent to which they agree/disagree with a series of mental/behavior belief statements about an object.
Term
structured
Definition
closed ended consumers choose from a set of responses
Term
unstructured
Definition
open ended consumers respond in their own words
Term
non comparative
Definition
not comparing to anything else
Term
unanswerable item
Definition
doesnt hane enough info to answer
Term
leading question
Definition
tried to lead respondent into getting a specific answer
Term
double barreled
Definition
asking two different questions in one...is that hot & delicious?
Term
negative case analysis
Definition
respondents that contradict your theory
Term
tabulation
Definition
coding data and putting it into a table so you can analyze it
Term
parameter
Definition
true value of which can be only known by taking error-free census
Term
statistic
Definition
estimate of characteristics obtained from the sample
Term
non probability
Definition
often isnt representative but they use it because its fast and cheap
Term
estimate variability if its not given you divide the range by 6!
Definition
Term
validity
Definition
construct
content
predictive
does it measure what it's supposed to measure?
Term
central tendency
Definition
mean
median
mode
Term
dispersion
Definition
frequency distribution
range
standard deviation
Term
semantic differentiation scale
Definition
ordinal scale that captures feelings about an object **hard to find opposite....hot v. cold happy v. unhappy
Term
behavioral intention scale
Definition
rating scale that captures the likelihood that people will demonstrate some type of predictive behaviors
Term
wording affects answers...dont use words such as all always never every
Definition
Term
induction
Definition
Observation---> hypothesis--->theory
Term
data collection
data display
data reduction
conclusion drawn...steps to something
Definition
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