(BQ) Part 2 book "Marketing research" has contents: Sampling fundamentals, sample size and statistical theory, discriminant, factor, and cluster analysis; presenting the results, presenting the results, marketing mix measures,.and other contents. | Find more at SAMPLING FUNDAMENTALS 1 4 Learning Objectives ■ Distinguish between a census and a sample. ■ Know the differences between sampling and nonsampling errors. ■ Learn the concepts of the sampling process. ■ Describe probability and nonprobability sampling procedures. ■ Determine sample size with ad hoc methods. ■ Learn to deal with nonresponse problems. ■ Understand sampling in the international context. Marketing intelligence often involves the estimation of a characteristic of some population of interest. For instance, the average level of usage of a park by community residents might be of interest; or information might be needed on the attitudes of a student body toward a proposed intramural facility. In either case, it would be unlikely that all members of the population would be surveyed. Contacting the entire population—that is, the entire census list—simply would not be worthwhile from a cost-benefit viewpoint. It would be both costly and, in nearly all cases, unnecessary, since a sample usually is sufficiently reliable. Further, it often would be less accurate, since nonsampling errors, such as nonresponse, cheating, and data-coding errors, are more difficult to control. A population can be defined as the set of all objects that possess some common set of characteristics with respect to a marketing research problem. SAMPLE OR CENSUS A researcher typically is interested in the characteristics of a population. For example, if the proportion of people in a city watching a television show has to be determined, then the information can be obtained by asking every household in that city. If all the respondents in a population are asked to provide information, such a survey is called a census. The proportion of television viewers generated from a census is known as the parameter. On the other hand, a subset of all the households may be chosen and the relevant information could be obtained from that. Information obtained from
