MKTG202 Lecture Notes - Lecture 4: Adwords, Non-Sampling Error, Statistical Parameter
2 Sep 2018
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Document Summary
Rationale: to enable quantification of opinions, preferences by a medium/large sample. Tools: mail, telephone, personal interview, mall intercept, email/internet. Surveys attempt to describe what is happening or to learn the reasons for a particular marketing activity. identify characteristics of target markets. Difference between a sample statistic and the true (but unknown) population parameter. Due to change variation in the elements selected for the sample. Systematic error results from some imperfect aspect of the research design or from a mistake in the execution of the research. Persistent tendency to deviate in one direction from the true value of the population parameter. For example, the responses collected by ads on google adwords and facebook ads: young and well-educated. A person who is not contacted or who refuses to cooperate in the research. Self-selection bias: a person who cannot be reached on 1st or 2nd contact. e. g. , target population members not online.
