STC 101 Chapter Notes - Chapter 3: Stratified Sampling, Psychographic, Vocab (Song)
24 Feb 2017
School
Department
Course
Professor
Document Summary
Research: gathering and using information to clarify an issue and solve a problem. Formal research: data gathering structured according to accepted rules of research. Quantitative research: using research methods that yield reliable statistical data. Primary research: firsthand information gathered specifically for your current purpose. Qualitative research: using research methods that provide deeper insight into attitudes and (cid:373)otivatio(cid:374)s (cid:271)ut do(cid:374) t provide statisti(cid:272)al sig(cid:374)ifi(cid:272)a(cid:374)(cid:272)e. Secondary research: information previously assimilated for other purposed that can be adapted for your needs. Demographic data: information used to segment publics according to tangible characteristics such as age, gender, and socioeconomic status. Focus group research: moderator-led discussions with fewer than 15 participants providing in- depth information on attitudes and behaviors. Psychographic data: information used to segment publics according to values, attitudes, and lifestyles. Sampling error: measured as margin of error, it indicates the possible percentage variation of the sample data from the whole population.
