Chapter 8 and 9
Classification information
Socioeconomic and demographic characteristics used to classify respondents. Income should be the last in this section. IN THIS SECTION INCOME SHOULD BE LAST.
Population
The aggregate of all the elements that share some common set of characteristics and that comprise the universe for the purpose of the marketing research problem
Sampling unit
The basic unit containing the elements of the population to be sampled. is an element, or a unit containing the element. that is available for selection at some stage of the sampling process, for example, a household.
INSTEAD OF ASKING WHAT IS YOUR HOUSLHOLD INCOM
UNDER25000, 25001-50,000, 50,001-7500, 35000 OVER
OPEN ENDED QUESTIONS
USEFUL IN EXPLORATORY RESEARCH. AND AS OPENING QUESTIONS.
Leading question
A question that gives the respondent a clue about what answer is desired or leads the respondent to answer in a certain way.
Area sampling.
A common form of cluster sampling in which he clusters consist of geographic areas such as counties, housing tracts, blocks or other area descriptions.
Census
A complete enumeration of the elements of a population or study. Census unrealistic if the population is large.
Judgemental samoling (nonprobability)
A form of convinence sampling in which the population elements are selected based on the research judgement .
Snowballing sampling
A non probability sampling technique in which an initial group of respondents is selected randomly. Subsequent respondents are selected based on the referrals or information provided by the initial respondents. This process may be carried out in waves by obtaining referrals from referrals. A mayor objective of snowball sampling is to estimate characteristics that are rare in the population. Examples include users of particular government or social services, whose names cannot be revealed; special census groups
Quota sampling (non probability)
A non probability sampling technique that is a two-stage judgemental sampling. The first stage consists of developing control categories or quotas of population elements. In the second stage, sample elements are selected based on convenience or judgement. In other words, the quotas ensure that the composition of the sample is the same as the composition of the population with respect to the characteristics of the interest. The second stage, sample elements are selected based on convinence or judgement. Even if it tries to assimilate the characteristics of a whole population, it can be possible that it is not representative of the whole population. The interviewers may choose to go to selected areas where eligible respondents are most likely to be found. They may avoid people who look unfriendly or are not well dressed, or those who live in undesirable locations.
Simple random sampling
A probability sampling technique in which each element in the population has a known and equal probability of selection. Every element is selected independently of overt other element, and the sample is drawn by a random procedure from the sampling farms. It suffers from at least four significant limitations. First, it is difficult to construct sampling frame costly, difficult geographical, lower precision (precision level of uncertainty about the characteristics being measured). Is not popular better to use systematic sampling
Systematic sampling
A probability sampling technique in which the sample is chosen by selecting a random starting point and then picking every ith element in succession from the sampling frame. Example: there are 100,000 elements in the population, and a sample of 1000 is desired. In this case, the sampling interval, i, is i 100. A random number between 1 and 100 is selected. If this number is 23, for instance the sample consists of elements 23, 123, 223 etc. An example of how systematic sampling would not work. IF a sampling interval of 12 is chosen, the resulting sample would not reflect the month-to month variation in sales. The sample will consist of 3, 15(3+12), 27 (3+2x12, the monthly variation in sales for each year would not be reflected in the sample. Less costly and easier than srs because random selection is done only once. Examples: If firms in a an industry are arranged in increasing order of annual sales, a systematic sample will include some small and large firms. Another advantage is that systematic sampling can even be used without knowledge of the composition of the sampling frame. For example every ith person leaving a department store.
Sampling frame
A representation of the elements of the target population. It consists of a list or set of directions for identifying the target population. Examples of a sampling frame include: telephone book, an association directory listing the firms in an industry, a making list purchased from a commercial organisation, a city directory or a map.
Double-barreled question
A single question that attempts to cover two issues. Such questions can be confusing to respondents and can result in ambiguous responses.
Funnel approach
A strategy for ordering questions in a questionnaire in which the sequence starts with general questions that are followed by progressively specific questions fin order to prevent specific questions from biasing general questions.. Q1 WHAT CONSIDERATIONS ARE IMPORTANT TO YOU IN SELECTING A DEPARTMENT STORE? Q2 IN SELECTING A DEPARTMENT STORE, HOW IMPORTANT IS CONVENIENCE IN LOCATION.
questionnaire
A structured technique for data collection that consists of a series of questions, written or verbal that a respondent answers
Sample
A subgroup of the elements of the population selected for participation in the study.
GENERAL GUIDELINE
BASIC INFORMATION SHOULD BE OBTAINED FIRST FOLLOWED BY CLASSIFICATION FOLLOWED BY IDENTIFICATION
Sampling error
Errors resulting from the particular sample selected being an imperfect representation of the population of interest. better to do a census.
Non sampling errors
Errors that can be attributed to sources other than sampling such as errors in problem definition, approach, scaling, questionnaire design, survey methods, field work, and data preparation analysis.
Multiple choice questions
In multiple choice questions, the researcher provides a choice of answers and respondents are asked to select one or more of the alternatives given. All alternatives an alternative labeled "Other (please specify). no interviewer bias, questions are administered quickly. Coding and processing much less costly. Showing respondents the list of possible answers produces biased responses. difficult to to obtain information on alternatives not listed. even if an other please specify category is included. biased responses due to showing the answerds.
Identification information
Information obtained in a questionnaire that includes the resident's name, postal address, email address, and phone number. IDENTIFICATION INFORMATION MAY BE OBTAINED FOR A VARIETY OF PURPOSES, INCLUDING VERIFYING THAT THE RESPONDENTS LISTED WERE ACTUALLY INTERVIEWED, REMITTING PROMISED INCENTIVES AND SO ON.
basic information
Information that relates directly to the marketing research problem.
IN A TYPICAL MONTH HOW OFTEN DO YOU SHOP IN DEPARTMENT STORES.
NEVER OCCASIONALLY SOMETIMES OFTEN REGULARLY INCORRECT WORDS THAT APPEAR AMBIGUOUS, USUALLY, NORMALLY FREQUENTLY, OFTEN NOT USE. LESS THAN ONCE----- ONE OR TWO TIMES THREE OR FOUR TIMES MORE THAN FOUR TIMES
opening questions
Non-threatening,simple and encourage people to answer.
Unstructured questions
Open ended questions that respondents answer in their own words. first questions on a topic. unstructured questions have a much less biasing influence on response than structured questions. Disadvantage: interviewer bias.very costly and is not good for self-administered questionnaires mail, cape, email and interned, they are more
Research recepie
Opening questions should be interesting, simple and nonthreatening; 2 obtain basic information first followed by classification (psychographics lifestyle) demographics). Identification information. Difiicult and sensitive questions should be placed late in the sequence; consider the effect on subsequent questions and use the funnel approach. and follow logical order.
Branching questions
Questions used to guide an interviewer (or respondent) through a survey by directing the interviewer (or respondent) to different spots on the questionnaire depending on the respondent's answer.
Non probability sampling
Sampling techniques that do not use chance selection procedures rather, they rely on the personal judgement of the researcher. cannot infer from whole population
Dichotomous questions.
Structured question with only two response alternatives, such as yes or no. agree or disagree and so on. easiest to code and analyse, but they have one acute problem the response can be influenced by the wording of the question.
Acquiesence bias (yea-saying
The bias is the result of some respondents' tendency to agree with the direction of a leading question (yea-saying): DO YOU THINK THAT PATRIOTIC AMERICANS SHOULD BUY IMPORTED AUTOMOBILES WHEN THAT WOULD PUT AMERICAN LABOR OUT OF WORK? YES____ NO_____ DONT KNOW________ BETTER DO YOU THINK THAT AMERICANS SHOULD BUY IMPORTED AUTOMOBILES YES______ NO______ DONT KNOW________
Target population
The collection of elements or objects that possesses the information sought by the researcher and about which inferences are to be made. The target population should be defined in terms of elements, sampling units, extent, and time.
Determine sample size
The number of elements to be included in a study.
An element
The object that possesses the information sought by the researcher and about which inferences are to be made. In a survey the element is usually the respondent.
Cluster sampling
The target population is divided into mutually exclusive. street example. First the target population is divided into mutually exclusive and collectively exhaustive subpopulations called clusters. Then a random sample of clusters is selected based on a probability sampling technique such as a simple random sampling. For each selected cluster, either all the elements are included or a sample of elements is drawn probabilistically. Reduce costs, basically, stratified is more concerned with precision.
response error
The type of error that arises when respondents give inaccurate answers or their answers are misrecorded or are analysed incorrectly.
WHO WHAT WHEN WHERE
WHICH BRAND OF SHAMPOO DO YOU USE (INCORRECT). UNCLEAR HOW THE RESPONDENT IS TO ANSWER THIS QUESTION IF MORE THAN ONE BRAND IS USED. RESPONDENTS HOUSHOLD, OR RESPONDENTS INDIVIDUAL. WHEN ??? RESPONDENT COULD INTERPRET IT AS MEANING THE SHAMPOO USED THIS MORNING ETC WHERE GYM ROAD ETC. BETTER WHICH BRAND OR BRANDS OF SHAMPOO HAVE YOU PERSONALLY USED AT HOME DURING THE LAST MONTH IN CASE OF MORE THAN ONE BRAND, PLEASE LIST ALL THE BRANDS THAT APPLY.
Stratified sampling
a probability sampling technique that uses a two step process to first partition the population into subpopulations or strata. Then elements are selected from each stratum by random procedure. Demographics. CREDIT CARDVS NONCREDIT.
probability sampling
a sampling procedure in which each element of the population has a fixed probabilistic chance of being selected for the sample.
nonprobability convinience sampling
attempts to obtain a sample of convenient elements. The selection of sampling units is left primarily to the interviewer. least expensive and least time consuming of all sampling techniques. CONVINENCE SAMPLES are not representative of any definable population. It is not meaningful to generalise the sample results to any population from a convenience sample.. Convinience sampling can be used for exploratory research for generating ideas, insights or hypothesis.
Extent and time
geographical boundaries. is the time period.
Research recipe
guidelines for questionnaire 1 should be reproduced on good quality paper and have professional appearance. 2 each question should be reproduced on a single page or double page avoid splitting questions, 3 vertical response clams should be used for individual questions. and 4 do not crowd questions
nonresponse
if the question is ambiguously worded. the second condition is response error. unless respondents and the researcher assign same meaning to the question, the results will be biased.
Type of information
is classified as basic information, classification information and identification information.
Split-ballot technique
question should be framed in one way on one-half of the questionnaires and in the opposite way on the other half.
Structured questions
structured questions questions that pre specify the set of response alternatives and the response format. A structured question could be multiple choice, dichotomous or scale.
pretesting
the testing of the questionnaire on a small sample of respondents for the purpose of improving the questionnaire by identifying and eliminating potential problems.
