cheat-sheet-202.pdf - lOMoARcPSD|634750 Cheat sheet 202...

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Cheat sheet 202Marketing Research (Macquarie University)Cheat sheet 202Marketing Research (Macquarie University)Distributing prohibited | Downloaded by Natalia Siow ([email protected])lOMoARcPSD|634750
1 defning the problem 2 planning research design 3 planning sample 4 collectng data 5 analysing data 6 formulatng conclusions& report. Errors RANDOM SAMPLING ERROR: Diference between a sample statstc&the true populaton parameter. Due to change in variaton in the elements selected. Systematc (nonsampling):occurs from imperfect research design/mistake in research executon. Nonresponse: people who didn’t respond. Nonrespondent: not contacted/no cooperaton. Refusal: unwilling to partcipate. Self-selecton bias: people whofeel strongly towards a topic. Sample bias (respondent): tendency to deviate in one directon of true value. Response bias: un/consciously misrepresentng the truth. Deliberate falsifcaton: answer to appear smart. Unconscious misrepresentaton: respondent trying to be helpful. Acquiescence bias: agree with all q’s. Extremity bias: use extremes. Interviewer bias: presence of interviewer. Auspices: infuenced by organisaton. Social desirability:to appear beter. Administratve: Data processing: incorrect data entry, programming error, procedural error. Sample selecton:caused by improper sample design.Interviewer:mistakes of not recording surveyresponses. Interviewer cheatng: flling fake answers. Scales Nominal: atributes named. (locaton: frequency/percentage variability :range, list of alternatves) Ordinal: Ordered (locaton: median, variability: range). Interval:Distance (locaton: mean, variability: variance/standard dev). Rato: Absolute 0 (locaton: mean, variability: variance/standard dev). Validity Face/content: scales content accurately refects what’s intended. Criterion: ability of measure to correlate with other standard measures. Construct: to provide empirical evidence consistent with theory-based concept. Reliability: repeatability& internal consistency. Sampling: Sampling frame error: elements that do not meet criteria. Under-registraton: elements are lef out.

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