MARK 302 Study Guide - Sample Size Determination, Sampling Error, George Gallup
Document Summary
Sampling: the process of obtaining information from a subset of a larger group. A user of marketing research then takes the results from the sample and makes estimates of the characteristics of the larger group. Population: the entire group of people about whom information is needed; also called the universe or population of interest. The target population can be thought of as a target market . Census: data collection from or about every member of the population of interest. It is also called canvassing the population by asking everyone a set of questions. It is very expensive and time-consuming, and sometimes the researcher may not obtain a complete and accurate list of the entire population or some may not be willing to participate. Sample: a subset of all the members of a population of interest. Information is obtained from or about a sample and used to make estimates about various characteristics of the total population.
