ECON344 Lecture Notes - Lecture 8: Nonprobability Sampling, Sensitivity Analysis, Data Mining
30 May 2017
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Depth interviews: interview with a person related to the research project. Ethnographic research: observing consumers to discover emotional reactions to products. Experiment: getting data by manipulating factors in controlled conditions (cause and effect) Focus groups: asking a group about their opinions on a firm"s/competitor"s products. Marketing research: defining the marketing problem and designing a system to improve it. Non-probability sampling: researchers don"t know the chances of selecting an element. Primary data: facts/figures collected for the project. Probability sampling: precise rules to select a sample so all parts of the population has an equal chance of selection. Secondary data: facts/figures that have been recorded before the project. Survey: research to record responses on a questionnaire. Social media & marketing: infinite panel/survey with real time results, cheap to find information, insight, and consumer realities. Assume that people with the same profile are identical (e. g. : age, gender), easy to transfer into data software.
