Podcast
Questions and Answers
In non-probability sampling is not possible to know a priori the probability of the elements that are going to form part of the sample
In non-probability sampling is not possible to know a priori the probability of the elements that are going to form part of the sample
True
The estimator or statistic is the value of the parameter calculated on a sample of the population
The estimator or statistic is the value of the parameter calculated on a sample of the population
True
In quota sampling, the reliability of the sample is conditioner by the researcher´s knowledge of the population
In quota sampling, the reliability of the sample is conditioner by the researcher´s knowledge of the population
True
Convenience sampling is often used when you want to evaluate the pilot questionnaire.
Convenience sampling is often used when you want to evaluate the pilot questionnaire.
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The sample size for estimating means and totals is always larger than for estimating proportions.
The sample size for estimating means and totals is always larger than for estimating proportions.
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The fieldwork includes sampling, questionnaire completion, and identification of information supports.
The fieldwork includes sampling, questionnaire completion, and identification of information supports.
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The selection of interviews is made on the basis of physical appearance, communication skills and experience only.
The selection of interviews is made on the basis of physical appearance, communication skills and experience only.
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When the sampling method used in the fieldwork is quota sampling, the basic analysis stage is unnecesary.
When the sampling method used in the fieldwork is quota sampling, the basic analysis stage is unnecesary.
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Sample framework is each of the origins of the information or issues to measure
Sample framework is each of the origins of the information or issues to measure
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Sample variability or random error: the different values of the estimators calculated using different samples
Sample variability or random error: the different values of the estimators calculated using different samples
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Study Notes
Non-Probability Sampling
- Non-probability sampling methods do not assign probabilities to the selection of elements in a sample.
- It is not possible to know the probability of elements forming the sample beforehand.
Estimator/Statistic
- An estimator or statistic is the value of a parameter calculated from a sample.
Quota Sampling
- The reliability of a quota sample depends on the researcher's knowledge of the population.
Convenience Sampling
- Often used for pilot questionnaires.
Sample Size
- Estimating means and totals requires a larger sample size than estimating proportions.
- Fieldwork often includes sampling, questionnaire completion, and identification of information sources.
- Interviewer selection should consider physical appearance, communication skills, and experience.
Quota Sampling Analysis
- When using quota sampling in fieldwork, the basic analysis stage is unnecessary.
Sample Framework
- A sample framework includes information sources or issues to measure.
Sample Variability
- Sample variability (random error) refers to the different values of estimators across multiple samples.
- Larger samples generally have lower sample variability.
Sample Fraction
- The sample fraction represents the percentage of a population included in the sample.
Simple Random Sampling
- Simple random sampling requires knowledge of all population members and a representative sample size.
Cluster Sampling
- Dividing the population into sub-populations, which may have significant differences, is a characteristic of cluster sampling.
Focus Group Studies
- Focus group studies frequently use judgmental sampling (non-probability) rather than probability sampling.
Fieldwork Supervision
- Randomly selected questionnaires and repeated surveys with the same respondents can be used to supervise fieldwork.
Technical Report
- A technical report offers a comprehensive summary of the findings from a small number of experiments.
Letter of Authorization
- This letter officially certifies a marketing research firm's permission to conduct a project.
Marketing Research Report
- Often, the only documentation for a marketing research project is the written report.
- A written report is created and stored for projects once the research is complete.
Report Audience
- Considering the audience is crucial for report preparation.
Methodology Chapter
- The methodology chapter details the sampling methods, procedures, and data analysis techniques used in a research project.
Avoiding Experimental Design
- Avoiding experimental designs can potentially reduce market research costs.
Contingency Costs
- Contingency costs allow for future unforeseen circumstances, and are often included in the budget.
Data Collection Costs
- Data collection and registration are not hourly costs, but rather elements within a wider project cost analysis.
Audience Attitudes
- Strategies to overcome negative audience attitudes are key points in the report's preparation.
Segmentation (General)
- Segmentation is applied to identify and describe target groups.
- Techniques such as hierarchical segmentation and typologies formation can establish segments.
- Segments must offer a unique response to the marketing mix.
- Geographic, demographic, and socioeconomic criteria are general segmentation methods.
Marketing Mix
- Different marketing mix strategies should be formulated to target various segments.
Operational Economies
- Focusing on a single segment often results in economies of scale in production, distribution, and promotion.
Segment Criteria Measurability
- Segmentation criteria should be easily identifiable and measurable.
Selective Market Segmentation
- A primary disadvantage of selective market segmentation is potential product replacement due to technological advancement.
- Potential customers from different segments typically exhibit diverse quality preferences.
Ideal Market Segment Selection
- Companies should be able to cost-effectively convert potential into actual buyers when selecting an ideal market segment.
- The product's life cycle stage can impact market and positioning selection.
- The threat of new competitors is not irrelevant for considering target segments.
Typological Techniques
- Forming groups of individuals with similar characteristics is the first stage of typological techniques.
Profit Potential
- Segments should provide sufficient profit potential to justify their delineation and marketing mix development.
Chi-Squared Test
- The Chi-Squared test is a classical segmentation technique.
Undifferentiated Marketing
- Companies may consider undifferentiated marketing for approaching a full market (rarely the case for larger companies)
Market Segment Reaction
- "Reaction," in segmentation, signifies a consistent response among segment members to marketing stimuli.
Specific Segmentation Criteria
- Criteria like attitudes, perceptions, and sensitivity to marketing components are specific to segment variations.
Multivariate Analysis
- One objective of multivariate analysis is to reduce data dimensionality without losing information.
- Frequency analysis and descriptive statistics are essential techniques in synthesis cases.
- Analysis of frequencies can be applied to discrete variables.
- One output of contingency tables is indicators of relationship strengths between variables.
- Clustering techniques identify data groups based on similarities.
- Contingency table analysis, unlike cluster analysis, is not a fundamental technique in synthesis cases.
Hierarchical Clustering
- Hierarchical clustering aims to identify segments (homogeneous groups).
- At least one variable in hierarchical clustering must be an interval or ratio scale.
- A numerical output and graphical representations detailing cluster progression are output of hierarchical clustering.
K-means Clustering
- It's necessary to specify the number of clusters to be formed in K-means clustering.
Bi-stage Clustering
- Bi-stage clustering is useful for unveiling natural groups within data and testing different observation sequences.
CHAID
- CHAID is an algorithm used for identifying homogeneous groups of cases based on selected characteristics.
- Continuous variables (with intervals defined) are suitable for contingency tables' input.
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Description
This quiz explores key concepts related to non-probability sampling methods, estimators, and sample size considerations. It highlights different sampling techniques such as quota and convenience sampling, along with their advantages and limitations. Test your understanding of how these methods are applied in research and data collection.
