Term
| How do you calculate sample size using the confidence interval approach (you must know the formula and how to perform the calculations)? |
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Definition
| Sample error % = 1.96 X Square root of (p*q)/n |
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Term
| Cost basis approach- And problems associated |
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Definition
| using cost as the sole determinant of sample size. May seem wise, but it is not because marketing research is an investment not a cost. |
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Definition
| the researcher identifies quota characteristics such as demographic or product use factors and uses these to set up quotas for each class of respondent. |
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Term
| Referral (snowball) samples |
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Definition
| respondents are asked for the names or identities of others like themselves who might qualify to take part in the survey. |
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Term
| Purposive (judgment) samples |
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Definition
| the researcher uses personal judgement or that of some other knowledgeable person to identify who will be in the sample. Subjectivity and convenience enter here. Certain member of the population will have a smaller chance of selection than will others. |
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Definition
| are samples drawn at the convenience of the interviewer. |
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Term
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Definition
| takes into consideration the sizes of the strata relative to the total population size and applies those proportions to the strata’s mans. Mean of the population=(meanA)(proportionA)+(meanB)(proportionB) |
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Term
| Disproportionate stratified sampling |
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Definition
| uses the stratum relative variability, rather than the relative size, as a factor in deciding stratum sample size. A weighted formula needs to be used because the strata sizes do not reflect their relative proportions in the sample. |
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Term
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Definition
| are those where the chances(probability) of selecting members from the population into the sample are unknown |
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Term
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Definition
| are those in which members of the population have a known chance(probability) of being selected into the sample. |
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Term
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Definition
| is the degree to which the sample frame fails to account for all of the population. |
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Term
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Definition
| is a master list of all the sample units in the population |
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Term
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Definition
| is any error in a survey due to the fact that a sample is used and is caused by two factors. |
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Term
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Definition
| requires information from everyone in the population |
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Term
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Definition
| pertains to the basic level of investigation |
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Term
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Definition
| is a subset of the population that suitably represents the entire group |
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Term
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Definition
| is the entire group under study as defined by research objectives. |
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Term
| What are types of online sampling? |
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Definition
| Random online intercept, invitation online, and online panel sampling. |
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Term
| What are the major probability sampling methods? |
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Definition
| Simple random, systematic, cluster, and stratified sampling. |
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Term
| What are the major nonprobability sampling methods? |
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Definition
| Convenience, purposive, referral, and quota sampling |
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Term
| What are the differences between nonprobability sampling and probability sampling? |
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Definition
| With probability sampling, the chances are “known”, but with nonprobability sampling, they are “unknown” |
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Term
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Definition
| means that the respondent is not to be identified to a client or any other third party. |
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Term
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Definition
| means the respondent is never identified by the data collected. |
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Term
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Definition
| almost always include demographic question, and are used to classify respondents into various groups for purposes of analysis. |
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Term
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Definition
| is a dry run of a questionnaire to find and repair difficulties that respondents encounter while take the survey. It is tested on a small representative sample. |
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Term
| What are the goals of a questionnaire? |
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Definition
1. Translate the research objective into specific questions that are asked of the respondents
2. Standardize those questions and the response categories so every participant responds to identical stimuli
3. Foster cooperation and keeps the respondents motivated throughout the interview
4. Serve as enduring records of the research
5. Speed up the process of data analysis
6. Contain the information on which reliability assessments may be made
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Term
| Halo effect(switching the positive and negative ends on a response scale) |
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Definition
| is a general feeling about a store or brand that can bias a respondent’s impressions of its specific properties |
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Term
| Semantic differential scale |
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Definition
| is a specialized scaled-response question format that has sprung directly from the problem of translating a person’s qualitative judgements into metric estimates. The semantic differential scale is a good way to measure a brand, company, or store image. |
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Term
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Definition
| format measures intensity of agreement or disagreement. |
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Term
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Definition
| is the accuracy/truthfulness of a response. It is an assessment of the exactness of the measurement relative to what actually exists. |
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Term
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Definition
| obtain identical or very similar responses from the same responses. If a question elicits wildly different answers from the same person, and you know that the circumstances have not changed between administrations of the question, there is something very wrong with the question. It is unreliable |
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Term
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Definition
| the percentage of the population that possesses some characteristic necessary to be included in the survey, affects the data-collection mode decision |
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Definition
| means respondents who return surveys by mail may differ from the original sample |
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Term
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Definition
| is a major problem with mail surveys in which questionnaires that are not returned |
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Term
| What does the choice of surveys methods depend on? |
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Definition
| selecting a data-collection method, the researcher balances quality against cost, time, and other special considerations. |
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Definition
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Term
| The most commonly used survey method |
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Definition
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Term
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Definition
| a technique borrowed from a anthropology, is a detailed descriptive study of a group and its behavior, characteristics, culture, and son on. Ethno means “people” and graphy mean “to describe |
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Term
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Definition
| the researcher relies on observation rather than on communication in order to obtain information. |
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Term
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Definition
| involves reading words to a respondent, who then answers with the first word that comes to mind. |
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Term
| Sentence completion test- |
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Definition
| respondents are given incomplete sentences and asked to complete them in their own words. The researcher then inspects these sentences to identify themes or concepts. |
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Term
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Definition
| activity, participants are asked to pretend they are a “third person,” such as a friend or neighbor, and to describe how they would act in a certain situation or react to a specific statement. By reviewing their comments, the researcher can spot latent reactions, positive or negative, conjured up the by the situation. |
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Term
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Definition
| is a line drawing with an empty “ballon” above the head of one of the figures. Subjects are instructed to write in the ballon what the figure is saying or thinking. The researcher then examines these responses to find out how subjects feel about the situation depicted in the cartoon. |
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Term
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Definition
| gives participants a picture and are instructed to describe their reactions by writing a short story about it. |
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Term
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Definition
| involve situations in which participants undergo(are projected into) simulated activities in the hope that they will divulge things about themselves that they might not reveal under direct questioning. Projective techniques are appropriate in situations in which the researcher is convinced that the respondents will be hesitant to relate their true opinions. |
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Term
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Definition
| Picture test, balloon test, role playing, sentence completion test, word association test |
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Term
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Definition
| places people in a decision-making situation and asks them to verbalize everything they considered. |
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Term
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Definition
| is defined as a set of probing questions posed one-on-one to a subject by a trained interviewer so as to gain an idea of what the subject thinks about something or why the subject behaves in a certain way. |
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Term
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Definition
| ensures the discussion is “focused” on some general area of interest. |
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Term
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Definition
| (6-12 is the optimal number for a focus group) are small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem. |
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Term
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Definition
| involves collecting, analyzing, and interpreting data by observing what people do and say. Observations and statements are in a qualitative or non-standardized form. |
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Term
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Definition
| is defined as research involving the use of structured questions in which the response options have been predetermined and a large number of respondents are involved. |
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