Marketing Research Test #2 Definitions

Front 1

a set of questions designed to generate data necessary to accomplish the objectives of the research project

Back 1

Questionnaire

Front 2

Going through each question to ensure skip patterns were followed and the required questions filled out

Back 2

Editing

Front 3

The sequence in which questions are asked based on answer of respondents

Back 3

Skip Pattern

Front 4

A simple skip

Back 4

Branching

Front 5

Integrate responses into later questions

Back 5

Piping

Front 6

Outline decision making info sought through the questionnaire

Back 6

Survey Objective

Front 7

Respondent replies in own words

Back 7

Open-ended Questions

Front 8

Respondent chooses from a list of answers

Back 8

Close-Ended Questions

Front 9

Choose between 2 answers

Back 9

Dichotomous Questions

Front 10

Choose among several answers

Back 10

Multiple Choice Questions

Front 11

Designed to capture intensity of respondent's feelings

Back 11

Scaled-response Questions

Front 12

Questions used to identify appropriate respondents

Back 12

Screener Questions

Front 13

Respondent asked to answer 1 or 2 randomly selected questions without revealing which question has been answered

Back 13

Randomized Response Technique

Front 14

A list that includes every member of the population from which a sample is taken

Back 14

Sample Frame

Front 15

A subset of all the members of a population of interest

Back 15

Sample

Front 16

The entire group of elements about whom info is needed

Back 16

Population

Front 17

The collection of data obtained from or about every member of the population of interest

Back 17

Census

Front 18

Samples in which every element of the population has a known non-zero likelihood of selection

Back 18

Probability Samples

Front 19

Specific elements from the population have been selected in a non-random manner

Back 19

Non-robability Samples

Front 20

Each population member and each possible sample has equal probability of being selected

Back 20

Simple Random Sampling

Front 21

Systematically spreading the sample through the list of population members

Back 21

Systematic Sampling

Front 22

The chosen sample is forced to contain units from each of the segments or strata of the population

Back 22

Stratified Sampling

Front 23

The number of objects chosen from each group is proportionate to the number in the population

Back 23

Proportionate Stratified Sampling

Front 24

Sample size in each group is not proportional to the respective group sizes

Back 24

Disproportionate Stratified Sampling

Front 25

Random sample of subgroups is selected and all members of subgroups are interviewed

Back 25

Cluster Sampling

Front 26

Expert uses judgement to identify representative samples

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Judgemental Sampling

Front 27

Each respondent asked to identify others

Back 27

Snowball Sampling

Front 28

Use people who are easily accessible

Back 28

Convenience Sampling

Front 29

Quotas based on demographic or classification factors selected by the researcher

Back 29

Quota Sampling

Front 30

A continuous distribution that is bell-shaped and symmetric about the mean: mean, median and mode are equal

Back 30

Normal Distribution

Front 31

Measure of dispersion

Back 31

Standard Deviation

Front 32

The mean theoretical frequency distribution of the means of all possible samples given size drawn from a particular population - normally distributed

Back 32

Sampling Distribution of the Mean

Front 33

The standard deviation of a distribution sample means

Back 33

Standard error of the mean

Front 34

Probability that a particular interval will include the population value

Back 34

Confidence Level