MKT 473 Study Guide - Midterm Guide: Observational Error, Call Centre, Response Bias
Document Summary
Chapter 6 traditional survey research: key terms: Mail-intercept interviews: face-to-face interviews conducted by intercepting people at high traffic locations. Executive interview: industrial equivalent of door-to-door interviewing. Door-to-door interviews: interviews conducted face-to-face with customers in their homes. Self-administered questionnaire: questionnaires filled out by respondents with no interviewer present. Call center telephone interview: i(cid:374)ter(cid:448)ie(cid:449)ers e(cid:374)ter respo(cid:374)de(cid:374)ts" a(cid:374)s(cid:449)ers directly into a computer: questions: Chapter 7: recognizing survey error: key terms: Random/random sampling error: results from chance variation. It is the difference between the sample and the population. Chance variation: the difference between the sample value and the true value for the population mean. Systematic error: error that results from problems or flaws in the execution of the research design. Sample design error: systematic error that results from an error in the sample design or sampling procedures. Frame error: using incomplete or inaccurate sample frame. Population specific error: defining the population incorrectly at the start of the process.
