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21 Cards in this Set
- Front
- Back
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If there are not listings for the collection of the sample, number something (example city blocks) - which are the clusters - and then pick those clusters at random
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cluster sample
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choose the maximum number of clusters and the minimum number of people (elements) within the cluster. do this because people of like cultures tend to live in the same area.
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Cardinal rule for cluster sample
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What are the three basic kinds of surveys?
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profile, trend, panel
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only good for the time that it was taken
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profile
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a series of profile samples, taken over time. always tell us what is changing
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trend
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draw people at random at one point then go back and ask the same people the same questions.
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panel
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tell us who is chaning
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panel surveys
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cons of panel survey
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chance you get the same people to fill out survey a second time, know they will be asked same questions again and might research them.
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methods of data collection
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personal interview, phone, mail, internet
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best completion rate, most expensive
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personal interviewer
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second best completion rate (although slowly declining), second most expensive
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phone
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third best completion rate, lessexpensive than phone
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mail
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we don't know the completion rate or cost really
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internet
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where do we get people?
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lists (voter registrations) random digit dialing, intercepts
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Intercept sampling (stand at mall) is ------
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NOT random sampling
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when evaluating public relations what are the three things
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preparation, implementation, impact.
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only at ------ step do you learn if you made any difference with your PR
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Impact
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subjective types of measures, (qualitative.) Adequacy of back ground info, appropriateness of message, quality of message.
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preparation
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we're trying to assess the results of what we've done. (semi-quantittative)
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implementation
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number of messages sent to media, number of messages place, number who received messages, number who attended the messages
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implementation
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number who learned message content, who changed attitudes and opinions, number who behaved as desired, number who repeated behavior.
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Impact (qualitative)
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