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Marketing Research
Test 3. Chpt: 10-12
17
Marketing
Undergraduate 4
04/25/2007

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Term
Census
Definition
A collection of data obtained from every member of the population of interest
Term
Sample
Definition
A subset of all the members of a population of interest
Term
Steps in Developing a Sampling Plan
Definition
1. Define the population, 2. Choose a Data Collection Method, 3. Identify a Sampling Frame, 4. Select a Sampling Method, 5. Determine Sample Size, 6. Develop Operational Procedures for Selecting Sample Elements, 7.Execute the Operational Sampling Plan
Term
Probability vs. Nonprobability Sample
Definition
Probability Sample- every element of the population has a known and equal likelihood of being selected.
Term
Simple Random Sample
Definition
Probability sample selected by assigning a number to every element of the population and then using a table of random numbers to select specific elements for inclusion in the sample
Term
Systematic Sampling
Definition
Probability sampling in which the entire population is numbered and elemnts are selected using a skip interval
Term
Stratified Sample
Definition
Probability sample that is forced to be more represenative though simple random sampling of mutually exclusive and exhaustive subsets
Term
Cluster sample
Definition
Probability sample in which the sampling units are selected in groups to reduce data collection
Term
Skip Interval =
Definition
Population size / Sample Size
Term
Proportional Allocation
Definition
Sampling in which the number of elements selected from a stratum is directly proportional to the size of the stratum relative to the size of the population
Term
Disporportional or optimal allocation
Definition
Sampling in which the number of elements taken from a given stratum is proportional to the relative size of the stratum and the standard deviation of the characteristic under consideration
Term
One-stage versus Two-stage Cluster sampling
Definition
One-stage = if the sample consists of all elements in the selected subsets. Otherwise if the sample of elements is chosen in some probabilistic manner then it's a two-stage
Term
Convenience Samples
Definition
Nonprobability samples used primarily for reasons of convenience
Term
Judgment Samples
Definition
Nonprobability samples in which the selection criteria are based on the researcher's personal judgement
Term
Quota Samples
Definition
Nonprobability samples in which quotas, based on demographic of classification factors selected by the researcher are established for population subgroups
Term
Snowball samples
Definition
Nonprobability samples in which additional respondents are selected base on referals from initial respondents
Term
Qualitative factors in determining sample size...
Definition
1. Estimate of the population standard deviation, 2. The acceptable level of sampling error, 3. The desired level of confidence that the sample result will fall within
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