MK 370 Lecture Notes - Lecture 13: Simple Random Sample, Stratified Sampling, Sampling Frame
22 Aug 2016
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Chapter 12-13 (cn): determining how to select a sample and the size of the sample. Z = standard error associated with the chosen confidence level: 95% z = 1. 96, 99% z = 2. 58. Population: entire target market under the study as defined by research objectives. Sample: subset of the population that should represent the entire group. Statistical inference (when we use the sample to draw conclusions about the population). Means or averages: calculated for interval and ratio, ex: average satisfaction rating, average spending, average sales. Percentages or proportions: calculated for nominal and ordinal data, ex: proportion of heavy buyers, proportion of frequent shoppers, proportion voting for candidate x, proportion buying brand x. Blind draw method, random numbers method (random digit dialing). Cumbersome to assign unique designations to each popul member: systematic sampling (way to select a random sample from a list htat is more efficient than simple random sampling). Approximate known and equal chance of selection.
