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sampling - RTV 4506 Telecom Research Lecture Lecture 4...

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Lecture 4: Sampling RTV 4506: Telecom Research 1 Miao Melissa Guo Telecommunication Department
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Outline circle6 Sampling design circle6 Random selection circle6 Probability samples circle6 Nonprobability samples circle6 Sampling error 2
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Nielsen Ratings 101: Designing the Sample circle6 What is the population of Nielsen TV ratings? circle6 What is the size of the population? circle6 What is sample size of Nielsen TV ratings? circle6 What are two types of Nielsen TV samples? circle6 What methodology does Nielsen use to design its sample? circle6 How do TV rating works? 3
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Nielsen Ratings: Designing the Sample 4
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Population and Sample circle6 A unit : the thing or person about which information is collected circle6 A population : the aggregation of study units The population of Nielsen TV ratings: the whole U.S. TV households or individuals circle6 A sample : a representative selection of the population The sample of Nielsen TV ratings: one or more individuals or households selected from a population to represent that population circle6 Sample Size: the number of households or individuals selected for a research sample. circle6 Sampling (design): The process of selecting units for observation 5
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Representativeness circle6 A sample is representative of the population from which it is selected if the characteristics of the sample closely approximate the characteristics of the population.
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