MKT 337 Study Guide - Midterm Guide: Qualitative Property, Simple Random Sample, Confidence Interval
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The most popular technique for gathering primary data: (1) Survey research can provide both qualitative and quantitative data. Open-ended question: (1) an interview question that e(cid:374)cou(cid:396)ages a(cid:374) a(cid:374)swe(cid:396) ph(cid:396)ased i(cid:374) (cid:396)espo(cid:374)de(cid:374)t"s ow(cid:374) wo(cid:396)ds. Close-ended question: (1) an interview question that asks the respondent to make a selection from a limited list of responses. Scaled-response question: (1) a closed-ended question desig(cid:374)ed to (cid:373)easu(cid:396)e the i(cid:374)te(cid:374)sity of a (cid:396)espo(cid:374)de(cid:374)t"s a(cid:374)swe(cid:396)s. Universe: (1) the population to be studied, from which a sample is drawn. Sample: (1) a subject from a large population. Probability samples: every element in the population has a known statistical likelihood of being selected (1) simple random sampling; (2) stratified sample; (3) cluster sample; (4) systematic sample. Judgment sample; (3) quota sample; and (4) snowball effect. The purpose of data analysis is to interpret and draw conclusions from the collected data: (1) one-way frequency counts; (2) cross-tabulations; and (3) more sophisticated statistical analysis.
