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Chapter 3 - Confidence Level The percentage of certainty...

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Chapter 3 Research: gathering information to clarify an issue and solve a problem -Formal: data gathering structured according to accepted rules of research -Informal: does not follow standard rules -Quantitative: gathers statistical data for analysis -Qualitative: focuses on individual cases or groups that are not statistically representative of a given population Focus Group: Moderator-led discussions with fewer than 15 participants providing in- depth information on attitudes and behaviors Primary Research: First hand Secondary: Previously gathered Demographic Data: Information used to segment publics according to tangible characteristics such as age, gender and socioeconomic status Psychographic: segment data according to values, attitudes, and lifestyles Personal Drop-off: Personally delivering a survey for later pick-up or mailing
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Unformatted text preview: Confidence Level: The percentage of certainty that the results of a survey would be the same if replicated Probability Sampling: Every individual in the population has an equal chance of being selected NonProbability: Surveying whoever is available Sampling Error: measured as a margin of error Nonsampling Error: Human error in selecting the sample and designing and implementing the questionnaire Purposive Sampling: Identifying and surveying opinion leaders to determine attitudes and behaviors Stratified Sampling: Selecting the sample to ensure proportionate representation of segments within the universe Panel Study: A group of respondents who agree to be surveyed repeatedly to track opinion and attitude change over time...
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