Lesson 5 Flashcards
What is sampling
Sampling: The process of selecting a subset from a population for research purposes.
What is the population
Population: The group of people that researchers want to make assumptions about.
What is Sampling Frame
Sampling Frame: The group of people from which the sample will be drawn, can be random or not.
When to use random sampling
Use random sampling if the demographic makeup of the sampling frame is the same as the population.
What is Sample
Sample: A segment of the population selected to represent the population as a whole.
What are the 5 steps in sampling
Identify the population.
Specify a sampling frame.
Specify a sampling method.
Determine the sample size.
Implement the plan.
What are the 4 steps in the market research process
Defining the problem and research objectives.
Developing the research plan.
Implementing the research plan.
Interpreting and reporting the findings.
What are the 2 types of data sources and explain them
Secondary Data: Information that already exists, collected for other purposes (e.g., internal databases, commercial data services, government sources).
Primary Data: Information collected for the specific research purpose, dependent on research approaches, contact methods, sampling plans, and research instruments.
What are the 3 Research approaches for primary data
Observational Research: Gathering data by observing people, actions, and situations (exploratory). It involves unstructured and informal methods, observation, and reading publications.
Survey Research: Asking individuals about preferences or buying behaviors (descriptive).
Experimental Research: Using groups of people to determine cause and effect relationships (causal).
What is the general trend on contact methods
Online methods are less time-consuming and less costly.
What is Sampling plan
Involves determining how many should be surveyed, who is to be surveyed, and how to choose the sample (probability or non-probability).
What are the 3 techniques in probability sampling
Simple Random Sample: Every member of the population has an equal chance of selection.
Stratified Random Sample: Population is divided into mutually exclusive groups, and random samples are drawn from each group. Separated by things like opinions.
Cluster (Area) Sample: Population is divided into mutually exclusive groups like estates or blocks, and samples are drawn using random sampling methods. Cluster sampling is used for things like physical locations.
What are the 3 techniques in Non-probability Sampling
Convenience Sample: Selects the easiest population members to obtain information. Convenient time and place like MRT stations.
Judgment Sample: Uses the researcher’s judgment to select prospects for accurate information. Can be bias.
Quota Sample: Interviews a prescribed number of people in several categories, often based on qualifiers like gender, race, or nationality.
Explain the Research plan
Involves collecting, processing, and analyzing the information
Watch closely to make sure that the plan is implemented correctly
Process and analyze the collected data to isolate important information and insights
Check data for accuracy and completeness and code it for analysis
Tabulate the results and compute statistical measures
Explain Interpreting and reporting findings
Interpret the findings and draw conclusions.
Report to management.
Visualize and report findings using simple tabulation (1 variable), cross-tabulation (multiple variables), and various chart types (line graphs, bar charts, pie charts).
