6 - Sampling Theory Methods Chapter 6 Click to edit Master...

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Click to edit Master subtitle style 9/13/11 Sampling Theory & Methods Chapter 6
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The Role & Value of Marketing Research Information Marketing Research for Managerial Decision Making The Marketing Research Process and Proposal Designing the Marketing Research Project Secondary Data, Literature Reviews, & Hypotheses Exploratory and Observational Research Descriptive and Causal Research Gathering and Collecting Accurate Data Sampling: Theory & Methods Measurement and Scaling Designing the Questionnaire Data Preparation, Analysis, & Reporting of Results Qualitative Data Analysis Quantitative Data Analysis Communicating Marketing Research Findings Organizing Framework
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9/13/11 Learning Objectives Explain the role of sampling in the research process Distinguish between probability & nonprobability sampling Understand factors to consider when determining sample size Understand steps in developing a sampling plan
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9/13/11 Sampling
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9/13/11 Basics of Sampling Theory Population Defined target population Sampling unit Sampling frame
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9/13/11 Sampling Terms Population (or Universe): Complete listing of a set of elements having a given characteristic of interest Americans Registered Voters Voters Swing voters
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9/13/11 Sampling Terms Sample Frame A list of elements to be included in the sample May get a complete listing of population, but often population and sample frame are different Differences between the sample frame and population: “sample frame error”
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9/13/11 Sampling Terms Parameter: Actual characteristic of the population, the true value of which can only be known by taking an error-free census Statistic: Estimate of a characteristic obtained from the sample
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9/13/11 Sources of Error Sampling error Nonsampling error
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9/13/11 Sampling Methods Probability sampling Nonprobability sampling
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Types of Sampling Methods Probability Simple random sampling Systematic random sampling Stratified random sampling Cluster sampling Quota sampling Snowball sampling
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This note was uploaded on 09/12/2011 for the course MKTG 350 taught by Professor Worsham during the Spring '10 term at South Carolina.

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6 - Sampling Theory Methods Chapter 6 Click to edit Master...

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