MKT 500 Lecture Notes - Lecture 9: Simple Random Sample, Nonprobability Sampling, Telephone Directory
11 Aug 2016
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Population: the entire group under study as defined by research objectives. Researchers must use the description of the population precisely, whereas managers use it in a more general way. Census: requires information from everyone in the population. If you want to know the average age of members in the population, you would have to ask each and every population unit his or her age and then compute the average. Since researchers realized the impracticality and outright impossibility of taking a cense of the population they went on to use subsets or samples to represent the targeted population. Sample: a subset of the population, and the sample unit pertains to the basic level of investigation. Sample unit: is the basic level of investigation ex. For weight watchers it would be one person another example would be a survey of hospital purchases of laser surgery equipment, in this case the sample unit would be hospitals since they are the ones being researched.
