Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
55 Cards in this Set
- Front
- Back
|
sample
|
a subset, or some part, of a larger population
|
|
|
population
|
any complete group entities that share some common set of characterics
|
|
|
census
|
an investigation of all the individual elemts that make up a populatio
|
|
|
sampling frame
|
a list of elements from which a sample may be drawn, also called working population
|
|
|
online panels
|
list of respondents who hace agreed to participate in marketing reseach along with the email contact information for these individuals
|
|
|
random samplning error
|
the difference between the sample result and the result of a census conducted using identical prcedures
|
|
|
opt in
|
to give permission to be solicated to participate in surveys
|
|
|
probability sampling
|
a smapling technique in which every member of the population has a kown, nonzero probabilty of selection
|
|
|
nonprobability sampling
|
a sampling technique in which units of the sample are selected on the basis of personal judgement or convenience; the probabilty of any particular member of the population being chosen is unknown
|
|
|
convenience sampling
|
the sampling procedure of obtainging those people or units that are most conveniently available
|
|
|
judgement sampling
|
a nonprobablilty sampling technique in which an experienced individual selects the sample based on personal judgement about some appropriate characteristics of the sample member
|
|
|
quota sampling
|
a nonprobability smapling procedure that ensures that various subgroups of a population will be represemted on pertinent characteristics to the exact extent that the investigation desires
|
|
|
snowball sampling
|
a sampling procedure in whch initial respondents ar seleccted by probability methods and additional respondents are obtained from information provided by those initial respondents
|
|
|
simple random sampling
|
a sampling procedure that assures each element in the population of an equal chance of being included in the sample
|
|
|
systematic sampling
|
a sampling procedure in which a starting point is selected by a random process and then every nth number on the list is selected
|
|
|
stratified sampling
|
a probability sampling procedure in which simple random subsamples that are more of less equal on some characteristic are drawn from within each stratum of the population
|
|
|
cluster sampling
|
an economically efficient sampling technique in which the primary sampling unit is not the indivudal element in the population but a large cluster of elements; cluster are selected randomly
|
|
|
sample statistics
|
variables in a sample or measure computed from sample data
|
|
|
frequency distribution
|
a set of data organized by summarizing the number of times a particular vaslue of a variable occurs
|
|
|
probability
|
the long run relative frequency with which an event will occur
|
|
|
mean
|
a measure of central tendency; the arithmetic average
|
|
|
median
|
a measure of central tendecy that is the midpoint; the value below which half the values in a distribution fall
|
|
|
mode
|
a measure of central tendecy; the value that occurs most often
|
|
|
variance
|
a measaure of variability or dispersion.
|
|
|
standard deviation
|
a quantitative index of a distribution spread, or variability
|
|
|
normal distribution
|
a symmetrical, bell shaped distribution that descibes the expected probabillity distribution of many chance occurance
|
|
|
sampling distribution
|
a theoretical probability distribution of sample means for all possible samples of a certain size drawn from a particular population
|
|
|
coding
|
the process of assigning a numerical score or other charter symbol to previously edited data
|
|
|
codes
|
rules for interpretiting, classifying, and recording data in the coding process; also the actual numerical or other charcter symbols assigned to raw data
|
|
|
descriptive analysis
|
the elementary transformation of raw data in a way that descibes the basic characteristics such as central tendency. distribution, and variabilty
|
|
|
histogram
|
a graphical way of showing a frequency distribution in which the height of a bar corresponds to the observed frequency of the category
|
|
|
tabulation
|
the orderly arrangement of data in a table or other summary format showing the number of responses to each response category; tailying
|
|
|
frequency table
|
a table showing the different ways respondents answered a question
|
|
|
cross-tabulation
|
the approiate technique for addressing research questins involving relationships among mulitiple less than interval variables; results in a comnined frequency table displaying one variable in rows and another in columns
|
|
|
contingency table
|
a data matrix that displays the frequency of some cobination of possible responses to mutilple variables; cross tabulation results
|
|
|
marginals
|
rows and columns totals in a contingency table, which are shown in its margins
|
|
|
univariate statistical analysis
|
test of hypotheses involving only one variable
|
|
|
bivariate statistical analysis
|
thest of hypothese involing two variables
|
|
|
multivariate statistical analysis
|
statictical analysis involing three or more variables or sets of variables
|
|
|
significance level
|
a critical probability associated with a statistical hypothese test that indicates how likely an inference supporting a difference between an observed value and some statistical expectations is true
|
|
|
p-value
|
probability value, or the obseved or computed significance level;p-vales are compared to signifiance levels to test hypotheses
|
|
|
type 1 error
|
occurs when a condition that is true in the population is rejected based on statistical observation
|
|
|
type 2 error
|
created when the sample data suggests that a relatioship does not exist when in fact a relationship does exist
|
|
|
F-test
|
a procedure used to determine whether there is more variability in the scores of one sample than in the scores of another sample
|
|
|
multiple regression analysis
|
an analysis of assocation in which the effects of two or more idependent variables on a single, interval-scaled dependent variable are investigated simultaneously
|
|
|
standard regression cofficient
|
the estimated coefficient indicating the strength of relationship between an independent vaiable and dependent variable expressed on a standardized scale where higher absolute values indicate stronger relationship
|
|
|
conclusion and recommendation section
|
the part of the body of a report that provides opinions based on the results and suggestions for action
|
|
|
results section
|
the part of the body of a report that presents the findings of the project. it includes tables, charts, and organized narrative
|
|
|
research methodology section
|
the part of the body of a report that presents the findings of the project. it included tables, charts, and organized narrative
|
|
|
reseach report
|
an oral presentation or written statement of research results, strategic recommendations, and or other conclusions to a specfic audience
|
|
|
report format
|
a standard outline that marketing research reports use as a guide to make sure that the key element are presented in a logical and usable order
|
|
|
introduction section
|
the part of the body of a research report that discusses backgroud information and the specfic objectives of the research
|
|
|
graphic aids
|
pictures or diagrams used to clarify complex points or emphasize a message
|
|
|
oral presentation
|
a spoken summary of the major finding, conclusions, and recommendations, given to clients or line managers to provide them with the opportunity to clarify any ambiguous issues by asking questions
|
|
|
research follow-up
|
recontacting decisions makers and or clients after they have had a chance to read over a research report in order to determine whether additional information of clarification is necessary
|
