MKTG 3100 Lecture Notes - Lecture 4: Nonprobability Sampling, Sampling Frame, Multidimensional Scaling
3 Apr 2017
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Differentiation b/w: response scales (like a liked scale use to capture data) and scaling (measurement of a concept ex: loyalty, can have several scale questions) Application of different types of response e scales. Selection of appropriate response scale characteristics based on objectives. What is sampling and why we do it. Types of sampling and reasons for choosing specific types . The process of obtaining info from a subset; a sample or a larger group; the universe or popltn. We use sample results to make estimates of the larger group. What"s the difference b/w sample and a census: census: comes home to every household in canada, a portion of popltn would get a longer version of the survey, others got shorter. Popltn: entire group of elements about which the research needs info. Census: data obtained from all of the elements in the popltn. Parameter: a value describing some aspect of a popltn.
