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Chapter 6 outline - MGM403 Chapter 6 TRADITIONAL SURVEY...

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MGM403 Chapter 6 TRADITIONAL SURVEY RESEARCH I) Popularity of Survey Research A) Surveys have a high rate of usage in marketing research compared to other means of collecting primary data: 1. The need to know why . a) In marketing research, there is a critical need to have some idea about why people do or do not do something. 2. The need to know how. a) At the same time, the marketing researcher often finds it necessary to understand the process consumers go through before taking some action. 3. The need to know who . a) The marketing researcher also needs to know who the person is, from a demographic or lifestyle perspective. II) Types of Errors in Survey Research A) Sampling Error 1. Two major types of errors may be encountered in connection w/ the sampling process. a) Random error (random sampling error) – error that results form chance variation. b) Chance variation – the difference between sample value & true value of population mean. 2. Surveys often attempt to obtain information from a representative cross section of a target population. 3. The goal is to make inferences about the total population based on the responses given by respondents sampled. B) Systematic Error - Systematic error , or bias , results from mistakes or problems in the research design or from flaws in the execution of the sample design; sometimes called nonsampling error. 1. Sample Design Error a) Sample design error is a systematic error that results form a problem in sample design or sampling procedures. b) Types of sample design errors: (1) Frame error
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- The sampling frame is the list of population elements or members from which units be sampled are selected. - Frame error results from using an incomplete or inaccurate sampling frame. - The problem is that a sample drawn from a list that is subject to frame error may not be a true cross section of target population. - A common source of frame error in marketing research is the use of a published telephone directory as a sampling frame for a telephone survey. (2) Population Specification Error - Population specification error results from an incorrect definition of the population or universe from which the sample is to be selected. (3) Selection Error - Selection error – occurs when sampling procedures are incomplete or improper or when appropriate selection procedures are not properly followed. 2. Measurement Error - Measurement error is often a much more serious threat to survey accuracy than is random error. - Measurement error occurs when there is variation between the information being sought (true value) & the information actually obtained by the measurement process. - Some various types of error may be caused by numerous deficiencies in measurement process: a) Surrogate Information Error (1) Surrogate information error occurs when there is a discrepancy between the information actually required to solve a problem & the information being sought by the researcher.
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