CMN3155- Midterm Exam Guide - Comprehensive Notes for the exam ( 23 pages long!)

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Lecture 1: introduction population: a group of units (people) within a boundary (country, city, university, etc. ) ie. canada = 36 million people. To combat this, many researches conduct sampling. Sampling well is essential to pollsters and market researchers. Not doing this well an be highly damaging to the industry. Lecture 2: the 5w"s and h of public opinion. Quota: impose limits based on demographics, i. e. 50% men and 50% women. Snowball: used to reach hard to reach populations, use one connection to find others like them. Common thread: none are generalizable to the greater population. Problem: not everyone has an equal chance of participating. Does not have external validity: cannot generalize beyond the participants of that survey. Systematic random sampling: random sampling by picking every nth case. Stratified random sampling: used by market research and polling industry, divides population being studied into strata / segments in a way that represents the larger population.

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