MARK205 Lecture Notes - Lecture 7: Sampling Error, Sampling Frame, Root Mean Square
Document Summary
Lecture notes week 8 - sampling and data collection. Population > a population is the aggregate of all the elements that share some common set of characteristics, and that comprise the universe for the purpose of the marketing research problem. Census > a census involves a complete enumeration of all the elements of a population. Sample > a sample, on the other hand, is a subgroup of the population selected for participation in the study. Errors resulting from the particular sample selected being an imperfect representation of the population of interest. Probability samples > ones in which members of the population have a known chance of being selected into the same le. Simple random sampling > the probability of being selected into the sample is known and equal for all members of the population: obtain an accurate sampling frame, similar to a lottery system or lucky draw.
