Question
Marketing Research Study Guide give a definition of each Fill out to help during exam prep Sampling Procedure for drawing a sample Target population oElement
Marketing Research Study Guide
give a definition of each
Fill out to help during exam prep
Sampling
Procedure for drawing a sample
Target population
oElement
oSampling unit
oTime
oExtent
Census vs. sample
Sample frame and sample frame error
Sampling error
How does sampling relate to external validity?
Probability vs. nonprobability sampling
Probability sampling techniques
oSimple random
oSystematic
oStratified
Proportionate
Disproportionate
When could disproportionate stratified sampling be used?
oCluster
Nonprobability sampling techniques
oConvenience
oJudgmental
oQuota
oSnowball
Advantages and disadvantages of each sampling technique that we discussed along the way
Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
Types of statistical analysis used in marketing research
Measures of central tendency - know when to use each measure
Measures of variability - know when to use each measure
Know how to calculate variance and standard deviation
Skewed vs. symmetric distribution
With a sample with a normal curve distribution, what percent of the values fall within 1.96 standard deviations of the mean?
Parameter estimation using confidence intervals
oInvolves what three values?
oSample statistics vs. population parameters
oStatistical inference
The two types of statistical inferences that we discussed in class
oConfidence intervals
oTesting hypotheses about population parameters (means and percents)
Standard error
oCalculating standard error of the mean
oCalculating standard error of the percent
oHow does variability relate to the standard error
Confidence interval
oCalculating a confidence interval for a mean
oCalculating a confidence interval for a percent
oHow do you interpret confidence intervals in SPSS?
Tests of a hypothesized population parameter value
oTesting a hypothesis about a mean (z-test)
oTesting a hypothesis about a percent (z-test)
oBe able to interpret SPSS output of a one-sample t-test
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