Test 2 Flashcards
Effective survey research, demands.
-mastery of sampling
-mastery of questionnaire design
-understanding why quantitative info would best address some research question of interest
why do a survey
-get market data
-track numerical quantity over time
-complex inter-group comparisons (opinions of large vs small buyers, brand A vs brand B)
3 Types of measures
-demographics- age, income, location
-psychographic- attitudes, preferences, intentions
-behaviours- what people do
survey strengths
-precise, objective, wealth of health, reveal complex multi-level distinctions among groups
survey weakness
-gives broad but shallow data
-like interviews, represent self-report
-participation is unrewarding (quick, simple, few, easy)
the biggest weakness of quantitative research generally and research In particular
non-response
procedures available include
-improving response rates
-post hoc adjustments
what improves response rates
-notification, incentives, social exchange theory, follow-ups
why samples are acceptable in research
-sampling is statistically sound
-census is expensive and time-consuming
-fewer opportunities for errors/biases to impact data
simple random sampling
-assign a number to every element of the population and randomly select elements
systemic sampling
entire pop is numbered and elements are selected using skip interval
cluster sampling
-selected from small geographic areas to reduce data-collection costs
non-probability - convience
-using ppl who are easily accessible such as malls, high-traffic areas
non-probability-judgement
based on personal judgement
observed cues like gender, age, usage of the product
non-probability - snowball
-based on referrals from initial respondents
-used when characteristics are rare/difficult to find
