Management and Organizational Studies 1021A/B Study Guide - Midterm Guide: Nonprobability Sampling

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Paul Cruz

Document Summary

Information can be an important competitive advantage for firms. Challenge is to determine which information is most reliable, accurate, and relevant. Digital technology and the internet allow unprecedented info capture. Procedures and processes for gathering, sorting, and analyzing data on an ongoing basis: market research. Exploratory: preliminary research that clarifies the scope and nature of a marketing issue, subsequent more detailed research usually follows. Descriptive: research to describe basic characteristics of a population or to clarify usage and attitudes, already have a general understanding and seeking more conclusive data. Causal: explaining a cause-and-effect relationship among variables, generally comes after exploratory and descriptive research. Identifying what information is needed, how it will be collected, and whether a sampling plan is needed. Choose the method that maximizes the results of accuracy. Probability sampling: precise rules used to select. Non-probability sampling: use of arbitrary judgment. Step 3: conduct exploratory research and qualitative research. Clarifies the scope and nature of the problem: qualitative research.