MKTG2010 cheat sheet.docx - WEEK 1 ROLE VALUE OF MARKETING...

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NON-PROBABILITY SAMPLING: TYPES OF METHOD SAMPLING:probability sampling:each sampling unit in defined target population has a known probability of beingselected for sample. Nonprobability sample:sampling designs in which the probability of selection of each sampling unit is not known. The selection of sampling unitsis based on judgement of researcher + may not be representative of target population. NON-PROBABILITY SAMPLING:convenience:samples drawn at convenience of researcher. Judgement:participants selected according text is unproven (questionable accuracy), self-selected pool of individuals (limited generalisability), some sites not publicly available. NETNOGRAPHY:requires deep engagement with online communities, requires extensive contact + analysis of online communities + the use of participant observation. WEEK 4: DESCRIPTICE + CASUAL RESEARCH DESIGNS:TYPES OF SURVEY METHODS:DESCRIPTIVE RESEARCH:describe characteristics of a population/phenomenon, 6W approach (who, what, when, where, why, how), market characteristics/functions, needs, attitudes, opinions + behaviours. Factors:nature of initial problem/opportunity, research question, research objectives. Approaches: asking questions, observation. TYPES OF SURVEY RESEARCH: PERSON ADMINISTERED:in-home interview:takes place in respondent’s home/work environment. Mall-intercept interview:stopping people in shops + asking for feedback.Advantages: adaptability, rapport, feedback, quality of responses, high response rate, complex questions, visual aids. Disadvantages:recording error, interviewer-respondent interaction error, expensive, narrow distribution, slow. TELEPHONE ADMINISTERED:telephone interview: takes place over phone. Computer-assisted interview (CATI):computer used to assist in phone interview. Wireless phone surveys:used to collect data. may be text-/web-based. Advantages:low coast, wide distribution, quick, allows computer support. Disadvantages:difficult to establish rapport, needs to beshort, short and simple questions, no visual. SELF-ADMINISTERED:mail survey:questionnaires distributed to + returned from respondents via mail. Online surveys: internet is used to as questions + record responses. Mail panel survey:mailed to representative sample individuals who have agreed in advance to participate. Drop-off survey: questionnaires are left with respondent to be completed at a later time. May be picked up b y researcher/returned by mail. Advantages:low cost, respondent control, no interviewer-respondent bias, anonymity, wide distribution, used for sensitive topics, visual aids. Disadvantages:minimised flexibility, low response rate, potential response errors, lack of monitoring, can’t be long or complex, low sample control.SELECTING APPROPRIATE SURVEY METHOD:situational characteristics:budget, completion time frame, quality requirements (completeness of data, data generalisability, data precision). Task characteristics:task difficulty, required stimuli, amount of information asked form respondents, topic sensitivity. Respondent characteristics:diversity, incidence rate, respondent

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