MKT 500 Study Guide - Final Guide: Simple Random Sample, Nonprobability Sampling, Stratified Sampling

• School: Ryerson University
• Department: Marketing
• Course: MKT 500
• Professor: Julie Kellershohn

Document Summary

Population the entire group under study as defined by research objectives. Census an accounting of the complete population requires information from everyone in the population. Sample a subset of the population that suitably represents that entire group. Sample unit the basic level of investigation ex. For a survey of hospital purchases of laser surgery equipment the sample unit = hospital purchasing agents because hospital purchases are being researched. Sample frame a master source of sample units in the population does not always correspond to the population. Sample error any error in a survey that occurs because a sample is used; caused by 2 factors: sample frame is not completely faithful to the population definition, size of the sample. Taking a sample is less expensive than taking a census also that the consumer populations data can"t be analyzed clearly. All sample designs fall into one of the two categories . 4 probability sampling methods: simple random sampling | systematic.