o Correct What is the monthly or weekly expenditure on groceries in your

O correct what is the monthly or weekly expenditure

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o Correct – What is the monthly (or weekly) expenditure on groceries in your household? AND How many members do you have in your household? Determine the order of questions (the order od questions does influence people’s answers) - Framing o Option 1 How happy are you these days? How many dates did you have last months? o Option 2 How many dates did you have last month? How happy are you these days? o If the researcher wants to find out the happiness level of an individual, the researcher should do option 1. Being generally happy should not relate to the dates you had last month. Therefore option 2 would make the respondent think about their dates last month, so a person with heaps of dates would feel happy and a person with no dates would feel unhappy - Funnel technique o Easy questions should be asked first and the gradually leading to more difficult questions. o Begin with broad or general questions and gradually leading to more narrow and specific questions o Allows the respondent to have a good mood at the beginning instead of feeling defeated as they cannot answer the first question Sampling Plan After you have created a survey, who would be the sample? Who are going to answer it? SAMPLING – is the process of selecting a subset of the population - Most of what we care about in marketing research are population characteristics - Examples o What aspects of customer service are important for computer shoppers (Population: all people who buy computers) o What are the main issues customers have with myki? (Population; all Melbournians and visitors who use P/T) - A census obtains information from every member in the population, however it is often not possible to do so
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Week 5: Questionnaire Designs (surveys) & Sampling Plan - Therefore we use a sample to estimate a population parameter by contacting only a subset of the population - The smaller the sample, it would result in less effort to conduct surveys and process the data would be quicker and it would be cheaper but the trade off is that you are giving up on information and introducing more error o Error – the difference between the observed value (sample characteristics) and the true value (population characteristics) Could be due to the sampling process, you picked the wrong people or a very small group of people (sampling error) Or other factors such as questionnaire wording (non-sampling error) Population size – if the population is large go with sample but if it small (e.g. all the students in MKF2121) a census would be better Sampling error – if you have high sampling error you would go with a census as that would help minimise the errors. But if you low sampling error (aka choose the right people) you would go with sample as it would be cheaper and faster and the error would still be low Non-sampling error – if your survey had lots of wording problems you would go with a sample because since it wouldn’t give the most accurate data it would be cheaper to go with a sample. But if the survey has no or very low wording problems you would use a census, as it would
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  • researcher, Questionnaire Designs

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