BUSMKT 1411 Chapter Notes - Chapter 11: Sampling Frame, Sample Size Determination, Snowball Sampling
23 Dec 2018
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Includes 5 steps that are closely interrelated and relevant to all aspects of the marketing research project, from problem definition to the presentation of the results: 1. Define the target population: target population: the collection of elements or objects that possess the information sought by the researcher and about which inferences are to be made, must be defined precisely. Redefine the population in terms of the sampling frame. Account for sampling frame error by screening the respondents in the data collection phrase: 3. Adjust the data collected by weighting scheme to counterbalance the sampling frame error: need to recognize any sampling frame error that exists, so that inappropriate population inferences can be avoided, 3. Determine the sample size: sample size: refers to the number of elements to be included in the study. Marketing research: equal unit probability vs. unequal probabilities, unstratified vs. stratified selection, random vs. systematic selection, single-stage vs. multistage techniques.
