MKT 500 Study Guide - Studbook Selection, Nonprobability Sampling, Stratified Sampling
Document Summary
Population: entire group under study as specified by the research project. Sample: subset of population that should represent that entire group. Census: defined as an accounting of everyone in the population. Sampling error: any error in a survey that occurs because a sample is used: caused by two factors, the method of sample selection, the size of the sample. Larger samples represent less sampling error than smaller samples, and some sampling methods minimize this error, whereas others do not control it at al regardless of the size of the sample. Sample frame: master list of all members of the population. Sample frame error: exists for sample frames in the forms of mis-, over-, or under-representation of the true population. Accuracy of a sample: to treat it as a plus-or-minus percentage value. Confidence interval formula for sample size is based on three elements: variability (p times q): how much respondents agree in their answer.
