Marketing Research Study Guide

give a definition of each

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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