APR 231 Lecture Notes - Lecture 3: Cluster Sampling, Systematic Sampling, Billable Hours

• School: University of Alabama
• Department: Advertising and Public Relations
• Course: APR 231
• Professor: William Gozenbach

Document Summary

60k, actually 60k+15k; 1600 billable hours x3=; svp , ceo . Selling time: 70% of budget is people"s salaries. Controlled, objective and systematic gathering of info for the purpose of describing and understanding. Cost: spend 3%-5% of budget on research. Content analysis: systematic and objective categorization of information. Ethnographic techniques: anthropology, viewing ex: bulletin boards, night club. Personal interviews: purposive (in-depth) vs. intercept (convenience) No right or wrong answer, open up. Objective: generalize information from a sample to a population. Sample: a subgroup or subset of a population. Population: a group or class of objects, subjects or units. Each element in the population has an equal or known chance of being selected. Start with list and add some fixed number. Good when you have list of sampling units. Make sure there is no systematic bias in sample. Kish: with large alphabetical list, approaches random selection. Internet/e-mail: fast, economical; control of sample, probability issues.