Term
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Definition
| Measures attitudes that consists of a single adjective and an even number of numerical values. |
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Term
| What is Constant-Sum Scale? |
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Definition
| A measure of attitudes in which respondents are asked to divide a constant sum to indicate the relative importance of the attribute. Eg. 100 points, 70 Myer, 20 David Jones, 10 Boutiques |
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Term
| What is Graphic Rating Scale? |
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Definition
| A measure of attitude that allows respondents to rate an object by choosing any point along a graphic continuum. |
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Term
| What is Marketing Research? |
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Definition
| Is the systematic and objective process of generating information for aid in marking marketing decisions. |
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Term
| How many stages are there in the Marketing Research Process (a number). |
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Definition
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Term
| What is the first stage of the marketing research process? |
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Definition
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Term
| What is the second stage of the marketing research process? |
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Definition
| Planning the research design |
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Term
What is the third stage of the marketing management process?
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Definition
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Term
What is the fourth stage of the marketing research process?
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Definition
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Term
What is the fifth stage of the marketing research process?
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Definition
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Term
What is the sixth stage of the marketing research process?
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Definition
| Conclusions/ Preparing the report |
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Term
| What are the six stages of the marketing research process? |
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Definition
1. Defining the problem
2. Planning the research design
3. Planning the sample
4. Collecting the data
5. Analysing the data
6. Conclusions/ preparing the report |
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Term
| There are three main parties involved in a marketing research project. Who are they? |
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Definition
The client
The supplier (or researcher)
The respondent |
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Term
| The research process begins with what? |
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Definition
| Problem discovery/ Symptoms |
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Term
| What is involved in the first stage of the marketing research process (Defining the problem)? |
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Definition
Symptoms
Defining the problem
Research Objectives |
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Term
| What are the two sources of data? And explain them. |
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Definition
Secondary - Data that already exists, and has been collected for another purpose
Primary - Data that is collected for this research project |
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Term
| There are two types of data, what are they and explain them. |
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Definition
Quantitative - Variables described by allocating numbers to represent attitudes, opinions and motivations
Qualitative - Tends to be narrative in nature, and describes attitudes, opinions and motivations in words |
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Term
| What are some examples of secondary sources of data? |
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Definition
The ABS
Published books or journals
Internal sources - eg company financials |
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Term
| What are two benefits and two limitations of secondary sources of data? |
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Definition
Benefits - Low cost, less effort, less time, can be more accurate, sometimes only way to obtain data.
Limitations - Collected for another purpose, no control, may not be accurate, outdated, may not meet the requirements |
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Term
| What are the three research designs/ Approaches? |
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Definition
Exploratory
Descriptive
Casual |
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Term
| What are the common techniques and common uses of exploratory research? |
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Definition
Common techniques - focus group and in depth interviews
Common uses - diagnosing problems, discovering new ideas and screening alternatives |
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Term
| How many people usually make a focus group? |
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Definition
| Around 7 - 10 (but 8-9 is optimal) |
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Term
| How long does a focus group usually run for? |
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Definition
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Term
| What is an unstructured, free flowing interview/ discussion with a small group of people? |
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Definition
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Term
| What is an in-depth interview? |
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Definition
| Face to face interview between the researcher and the respondent. |
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Term
| What is a projective technique? And what are some common techniques? |
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Definition
An indirect means of questioning that enables a respondent to project beliefs and feelings onto a third party, an object or a task situation.
Common techniques - are word association tests, sentence completion methods, third person techniques, thematic appreciation tests |
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Term
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Definition
| An observation is a systematic process of recording the behavioural patterns of people, objects and occurrences that they have witnessed. There is no questioning or communicating with people. Is used in exploratory research and if done scientifically, can be used for quantitative information. |
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Term
| In what research design/ approach is observation involved in? |
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Definition
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Term
| What is descriptive research? |
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Definition
| This type of research approach is determined to find the answers to who, what, when, where and how questions. Usually this type of method is done when there is some understanding of the problem. |
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Term
| What is the most common method of descriptive research and name all the sub types. |
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Definition
| Surveys - Which can be conducted via the telephone, mail, on the internet; and, in person |
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Term
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Definition
| A method for collecting primary data in which information is gathered by communicating with a representative of people. |
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Term
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Definition
| Simply, a formal term for survey. |
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Term
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Definition
| A person who verbally answers an interviewers questions or provides answers to written questions. |
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Term
| Name two factors that could affect the choice of a survey method? |
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Definition
Sampling
Type of population/ sample
Question form
Question content
Response rates
Costs
Available staff/ resources
Time |
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Term
| What are the four different types of scales? |
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Definition
Nominal
Ordinal
Interval
Ratio |
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Term
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Definition
| Basically when you assign a number to something. Eg. A footy player or a horse number |
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Term
| What is an ordinal scale? |
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Definition
Simply, when you rank someone.
Eg. Say when people are having a race, and their is someone who comes first, second, third, fourth etc |
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Term
| What is an interval scale? |
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Definition
| This is when you rank someone, by say coming first, second, third. However you also say how far the ranks were different. For instance. There are three runners. John came first, however he only came first by 5 seconds. |
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Term
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Definition
| This is a scale of measurement where you measure is ratios for example money (betting). |
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Term
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Definition
| Rank order a small number of objects on the basis of preference |
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Term
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Definition
| Estimate the magnitude of a charectoristic |
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Term
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Definition
| Arranging objects into piles or classifications |
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Term
| What is a simple attitude scale? |
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Definition
| Where respondents are classified into one of two categories - this has properties of a nominal scale. |
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Term
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Definition
| Allows respondents to rate how strongly they feel (agree/disagree) about a certain statement. |
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Term
| What is semantic differential? |
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Definition
| This is a 7 point rating system that use bipolar adjectives to anchor both ends of the scale. |
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Term
| What is numerical scales? |
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Definition
| Similar to semantic differential except that it used numbers instead of verbal discriptions |
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Term
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Definition
| This measures the attitudes that consist of an adjective and an even number of numerical values eg. +3 +2 +1 -1 -2 -3 |
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Term
| Is there a certain attitudinal scale that you should use? Are their any influences in the scale you should choose? |
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Definition
There are many different techniques used with their own strengths and weaknesses.
It can be influenced by the type of information needed, budget constraints or compatibility of scale. |
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Term
| What does a questionnaire do? |
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Definition
| It translates information needed into a specific set of questions that respondents can and will answer. It also encourages respondents to cooperate and complete the interview, thus reducing errors. |
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Term
| What is an open ended question? |
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Definition
| Where no possible responses are given |
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Term
| What is a close ended question? |
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Definition
| Where response alternatives are provided |
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Term
| What are the advantages/ disadvantages of an open ended question? |
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Definition
Advantages - Wide range of responses, no influence
Disadvantages - time consuming, variability in clarity and depth of response, willingness to compose a written response, ability to record response accurately, interpretation |
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Term
| What are two advantages and disadvantages of closed ended questions? |
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Definition
Advantages - Easy to answer and easier for the interviewer, tabulation and analysis easier, less potential error, responses are directly compareable
Disadvantages - Requires decision on type of responses, may not produce meaningly results, dichotomous questions prone to large error, difficult to develop good questions, less ability for self-expression |
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Term
| What is a dichotomous question? |
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Definition
| Two possible answer question. Eg. Yes/No, Agree/ Disagree |
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Term
| Simple dichotomy is a type of fixed alternative question (close ended). What is simple dichotomy? |
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Definition
| Choose one of two alternatives |
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Term
| Determinant is an example of a close ended question. What is a determinant question? |
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Definition
| Basically multiple choice. Choose one among several alternatives. |
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Term
| Frequency determination is a type of close ended question. What is frequency determination? |
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Definition
| Asks for an answer about general frequency of occurance |
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Term
| Checklist is a type of a close ended question. What is a checklist? |
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Definition
| Provide multiple answers to a single question by checking off items. |
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Term
| What four sampling techniques are there in a probability sample? |
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Definition
Systematic sampling
Cluster sampling
Strategic sampling
simple random sampling |
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Term
| What is simple random sampling? |
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Definition
| Basically a random selection procedure where everyone has an equal chance of being chosen. |
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Term
| What is Systematic sampling? |
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Definition
| This is where there is a starting point, and then there is a constant skip interval which covers the entire population. |
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Term
| What is stratified sampling? |
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Definition
There are two sub groups in stratified sampling.
Proportionate stratified sampling - which is when the number selected in proportionate to the total population.
Non-proportionate stratified sampling - which is when the number selected is not proportionate to the entire population. |
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Term
| What are the four non-probability sampling techniques? |
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Definition
Snowball sampling
Judgemental sampling
convenience sampling
quota sampling |
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Term
| What is snowball sampling? |
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Definition
| This is when the respondents are chosen normally through probability methods, but additional respondents are provided by the initial respondents. |
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Term
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Definition
| This is when the researchers want a certain subgroup represented by a certain number. eg. 16-18 y.o females = 50 people |
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Term
| What is convenience sampling? |
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Definition
| People are chosen due to convenience |
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Term
| What is Judgement sampling? |
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Definition
| This is when people are chosen because of personal judgement of the characteristics of a certain person |
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Term
| What is random sampling errors? |
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Definition
| This is the difference between a sample result and the result of a census conducted using identical procedures. |
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Term
| What is non-sampling (systematic) error? |
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Definition
| This results from some imperfect aspect of the research design such as mistakes in sample selection, sampling frame error or non-responses. |
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Term
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Definition
| A sample is a subset or some part of a larger population |
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Term
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Definition
| Any complete group of entities that share some common set of charectoristics |
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Term
| What is a population element? |
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Definition
| An individual member of the population |
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Term
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Definition
| An investigation of all the individual elements that make up a population |
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Term
| What is a sampling frame? |
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Definition
| A list of elements from which a sample may be drawn. eg. white pages, student email list, a membership list |
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Term
| What is an appropriate sample design? |
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Definition
| Probability methods are more accurate then non-probability methods because these projects are more conclusive and accurate. |
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Term
| If you have a limited time, what is the best method? |
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Definition
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Term
| What is random sampling error? |
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Definition
| Increasing the sample size, increases accuracy. So we can ask a certain amount of people and be confident in getting the same results as we have asked many more people. |
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Term
| If the population is homogenous, do you require a small or large sample? |
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Definition
| Small - because the population is homogenous |
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Term
| If you are worried about the acceptable error or confidence level, do you require a small or large sample. |
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Definition
| Large - the larger the sample, the more accurate, thus you can be confident in the results. |
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Term
| Is there anything else apart from a homogenous sample, acceptable error and confidence levels that could determine how large the sample size is? |
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Definition
Past research designs - rely on experience
Budget; and
Time restraints |
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