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Market Research > Descriptive Research > Flashcards

Descriptive Research Flashcards

1
Q

What is most important for a sample?

A

Must be representative!

  • > Characteristics of sample should fit to the population
  • > Must be possible to draw conclusions from the sample to the population
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2
Q

Possibilities of sample procedures

A

Probability sampling

Non-Probability sampling

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3
Q

3 types of probability sampling

A

Stratified sampling
Simply random sampling
Cluster sampling

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4
Q

3 Types of non probability sampling

A

Judgemental sampling
Quote sampling
Other types of convenience sampling

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5
Q

2 Advantages of simple random sampling

A

Easy to implement

Works well for homogeneuous sample frames

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6
Q

How does stratified sampling work?

A

Population is divided into mutually exclusive and exhaustive subsets.
Simple random samples are taken from each subset

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7
Q

2 Advantages of stratified sampling

A

More precise -> fewer means

Every subset is represented

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8
Q

How does cluster sampling work?

A

Subdivide the population into subsamples, which are within each other homogenes and between each other heterogeneous.
Sample from a subset

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9
Q

1 Advantage and 1 Disadvantage of Cluster sampling

A

Economically efficient, but statistically not efficient (compared to other sampling methods)

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10
Q

When can judgemental sampling be useful?

A

In exploratory design

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11
Q

Disadvantage of quota sampling

A

Other important characteristics could not be represented

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12
Q

Other types of convenience sampling

A

Snowball sampling
Mall intercepts
Volunteers

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13
Q

Possibilities to classify data collection methods of primary data

A

Longitudinal

Cross-sectional

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14
Q

2 longitudinal data collection methods of Primary data

A

True panel

Omnibus panel

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15
Q

1 Cross sectional data collection method of primary Data

A

Sample survey

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16
Q

Definition of True panel data collection

A

Repeated measurement of the same variables over time

-> Enables true longitudinal or time series analysis

17
Q

Definition of omnibus panel

A

A sample is maintained, but the collected information varies over time

-> Easy access to panellists

18
Q

What do Cross sectional panel lists do?

A

Provide a snapshot of variables of interest at a single point in time
Allows of cross classification of the variables
-> Enables an analysis of relationships of variables

19
Q

3 Forms of response

A

Open end questions
Dichotomous questions
Multicholtomous questions

20
Q

Scales of multichotomous questions

A

Rating scales
Likert Scales
Semantic differential
Constant sum scale

21
Q

Scales of measurement

A

Nominal (Non-metric)
Ordinal (Non-metric)
Interval (Metric)
Ratio (Metric)

22
Q

Measurement: Woraus setzt sich der Xo zusammen?

A

Sum out of Xt, Xr, Xs

Xt = true score
Xr = random error
Xs = systematic error
23
Q

What does a systematic error do?

A

Affects the measurement in a predictable way

24
Q

What does a random error do?

A

Is not systematic

25
Q

What does „Validity“ say?

A

Refers to whether we are measuring what we want to measure

26
Q

What does „Reliability“ say?

A

Is the degree to which what we measure is free of random errors

27
Q

4 Types of nonsampling errors

A

Noncoverage error
Nonresponse error
Data collection error
Office processing error

28
Q

Univariate forms of analyzing descriptive data

A

Indicative -> Bar Charts, Pie Charts, Frequency table

Statistics -> Mean, Median, Variance, Chi-Square test

29
Q

Bivariate forms of analyzing descriptive data

A

Indicative -> Scatter plots, Cross tables

Statistics -> Correlations

30
Q

Definition „Population“

A

Group of units about which to make judgements

31
Q

Definition „Sample“

A

Subset of selected cases from the population

32
Q

Definition „Sample Frame“

A

List of elements from which the sample is drawn

33
Q

Explanation of simple random sampling

A

Random selection of the number of cases required

Each population element has an equal chance of being selected

34
Q

Explanation of Stratified Sampling

A

Population is divided into mutually exclusive and exhaustive elements
A simple random sample of elements is chosen independently from each subset (strata)
Every population element is assigned to one and only one element

Market Research (7 decks)

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