广告调查（第二版）英文 课件全套 乔尔•戴维斯 ch1 The Nature and Process of Advertising Research-ch21 Reporting Research

Slide1-1AdvertisingResearch

JoelJ.DavisChapter1:TheNatureandProcessofAdvertisingResearch

Slide1-2ContributionofResearchResearchcontributesthroughoutentireadvertisingplanningprocessContributesinfourmainareas:MarketConsumerCreativeMedia

Slide1-3ProcessofResearchContribution

Slide1-4ResearchContributions:TheMarketSuccessfuladvertisingplanningbuildsonresearch-drivenanalysisofthemarketplaceCurrentandpotentialfuturetrendsForcesshapingthemarketplaceHowmarketforcesaffectownandcompetitivebrandsandadvertising

Slide1-5ResearchContributions:TheConsumerEffectiveadvertisingbasedonthoroughunderstandingoftargetaudienceThreedimensionsoftargetaudienceanalysis:ConsumertrendsHowconsumersinteractwithbrand/product/serviceRelationshipbetweenconsumersandbrand/product/service

Slide1-6ForresterSegmentation:InvolvementWithSocialTechnologies

Slide1-7ResearchContributions:CreativeResearchhelpsthroughoutcreativedevelopmentIdentifystrongestessentialmessageIdentifystrengthsandweaknessesofalternativeapproachesSelectmostpowerfulapproachesforplacementinmedia(the“winning”approach)

Slide1-8ResearchContributions:CreativeResearchalsomakesacontributionaftercreativeisplacedinmediaTrackingevaluationstodeterminein-marketsuccessClaimsubstantiation

Slide1-9ResearchContributions:MediaResearchhelpsanswerquestionssuchas:Howmucharecompetitorsspending?Where,ifanywhere,shouldtheadvertisingbeconcentrated?Whenandhowshouldadvertisingbescheduled?Whatistheoptimalwaytousedifferentmedia?Whatisthebestmediamix?

Slide1-10ProcessofResearchContribution

Slide1-11WhoConductsResearch:InformationUsersIndividualswithdirectresponsibilityforbrand-andadvertising-relateddecisionsInvolvedinallstagesofresearchproject:fromplanningtoapplication

Slide1-12WhoConductsResearch:InformationUsersIndividualsonthe“clientside”arebrandmanagersandresearchspecialistsBrandmanagersresponsibleformarketing/advertisingofaspecificbrandResearchspecialistsresponsibleforcoordinating,gathering,analyzinganddisseminatingresearchfindings

Slide1-13WhoConductsResearch:InformationUsersAllindividualsonthe“agencyside”areinvolvedwithresearchInlargeragenciesthereistypicallyadedicatedresearchdepartmentSmalleragenciesmayuseaccountormediapersonneltoplanandconductresearch

Slide1-14WhoConductsResearch:InformationUsersAgencyresearchdepartment:Plans,conductsandanalyzesoriginalresearchExaminesandanalyzesresearchconductedbyothercompaniesWorkscloselywithclient’sresearchdepartment

Slide1-15WhoConductsResearch:AdditionalSourcesCustomsupplier:hiredonaprojectbyprojectbasisSyndicatedresearchcompanyMediaandconsultingcompaniesTradeassociationsFieldServices

Slide1-16FieldServiceAd

Slide1-17ProcessofAdvertisingResearchPreliminarydiscussionsandagreementsPlanninganddatacollectionApplication

Slide1-18PreliminaryDiscussionsandAgreements

Slide1-19ProblemStatementsType1:Relatestotheselectionofalternativesandtheevaluationofalternativeactions

Slide1-20ProblemStatementsType1:RelatestotheselectionofalternativesandtheevaluationofalternativeactionsType2:Relatestoproblemsandopportunities

Slide1-21ProblemStatementsType1:RelatestotheselectionofalternativesandtheevaluationofalternativeactionsType2:RelatestoproblemsandopportunitiesType3:Respondstoneedtobroadenknowledgeandunderstandingofconsumer,productormarket

Slide1-22JustifyResearchResearchisbestjustifiedwhen:ValueofinformationobtainedexceedscosttoacquireCostimplicationsofmakingwrongdecisionincrease

Slide1-23FinishingtheProblemStatement

Slide1-24PlanningandDataCollection

Slide1-25SecondaryResearchExaminesdatathatalreadyexistsandwhichwasgatheredforaresearchneedotherthanthecurrentoneSourcesinclude:InternalagencyorclientrecordsGovernmentagenciesTradeassociationsInformationbrokersResearchcompaniesPrintedorelectronicsources

Slide1-26PrimaryResearchThecollectionoforiginal,oftenproprietary,dataspecificallycollectedfortheidentifiedproblemCantakeoneoftwoforms:QualitativeQuantitative

Slide1-27QualitativeResearchPrimarilyusesopen-endedprobingquestionsCommonformsincludein-depthinterviewsandfocusgroupsMostappropriatewhenoneneeds:BackgroundinformationwhenlittleisknownInformationtoassistinproblemformulationAdeepunderstandingofconsumers’attitudes,feelings,beliefsandbehaviors

Slide1-28QuantitativeResearchBestusedwhen:GeneralizabilityisimportantStatisticaldifferencesbetweengroupsmustbedeterminedStatisticalanalysesarerequired

Slide1-29QuantitativeResearchThreemaintypes:ObservationPhysiologicalSurvey

Slide1-30SamplingandDataCollectionSamplingplanspecifieshowparticipantswillbeselectedProbabilitysampleNon-probabilitysample

Slide1-31SamplingandDataCollectionThemostappropriatesamplingoptiondeterminedby:ResearchobjectivesBudgetUrgencyNeedforgeneralization

Slide1-32SelectionofDataCollectionMethodFouroptions:In-personfacetofaceTelephoneMailsurveysMediatedelectronicmedia

Slide1-33PrepareandDistributeResearchProposalProposalconsistsof:ExecutiveSummaryBackgroundProblemStatementMethodologyCostTimingAppendices(ifneeded)

Slide1-34RemainingSteps

Slide1-35ApplicationDataanalysisPresentationoffindingsApplicationoffindingstodecision-making

Slide1-36Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwisewithoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.

Slide2-37AdvertisingResearch

JoelJ.DavisChapter2:ResearchEthics

Slide2-38EthicsDefinedEthicsaremoralprinciplesthathelpdeterminewhenacourseofactioniseitherrightorwrong

Slide2-39CodesofEthics

CodesofethicshelpmakeexpectationsexplicitThreecommonconcernsincodesofethicsare:AutonomyNonmaleficenceBeneficence

Slide2-40EthicsandRespondentsDecisiontoparticipatemustbeaninformeddecisionRespondentmaynotbemistreatedinanywayAbsoluterighttoconfidentialityandprivacy

Slide2-41InformedDecisionsandInformedConsentInformedconsentrequiredwheneverthereisarequestforprivateinformationInformedconsentprovidesinformationinthreeareas:ResearchcontextVoluntarynatureofparticipationCharacteristicsoftheresearch

Slide2-42CharacteristicsofWell-WrittenInformedConsentDocumentFamiliarwordsConsistentterminologyShort,simplesentencesShortlinelengthShortparagraphsActiveverbsUseofpersonalpronounsIdeasareclearandlogicallysequenced

Slide2-43CharacteristicsofWell-WrittenInformedConsentDocument(cont’d)StudypurposepresentedearlyTitles,subtitlesandheadersclarifyorganizationEasytounderstandheadersJustifiedleftmarginsUpperandlowercaselettersEasytoreadfontNolargeblocksofprint

Slide2-44RespondentMistreatmentAvoid…Frequent,repeatedattemptstoconducttheinterviewOverlylongsurveysnotbeingdescribedassuchAskingpersonalquestionsfor“information’ssake”

Slide2-45ConfidentialityandPrivacyConfidentialityisabsoluteunlessrespondentisexplicitlyinformedotherwise.Nooneshoulduseordiscussrespondent-identifiabledataIdentifyinginformationshouldbedeletedbeforeshowingquestionnairesInvisibleidentifiersshouldnotbeusedRespondentsmustalsobeinformedofanypotentialprivacyviolations

Slide2-46EthicsandResearchWithChildrenChild’srightssupercederesearcher’srightsNophysicalorpsychologicalharmNocoerciontoparticipateNodiagnosticinformationofferedNoexceptionsevenifpaymentismade

Slide2-47EthicsandResearchinOnlineCommunitiesInformedconsentisnotrequiredforthecollectionoranalysisofinformationcollectedinpublicspacesIsonlinepublicorprivatespace?

Slide2-48EthicsandResearchinVirtualWordsTherighttoknowthatIamasubjectTherighttoknowyouasaresearcherTherighttoknowwhoapprovedyourstudyTherighttolearntherisksTherighttolearnthebenefitsTherighttoknowwhymyavatarwaschosen

Slide2-49EthicsandResearchinVirtualWords(cont’d)TherighttoparticipateasmyavatarTherighttoprotectmygroupTherighttoteleportTherighttodebriefingTherighttobeleftalone

Slide2-50EthicalResponsibilitiestoClientsResearchrecommendationsshouldbeappropriate

Slide2-51EthicalResponsibilitiestoClientsResearchrecommendationsshouldbeappropriateAllinformationtreatedasconfidentialandproprietary

Slide2-52EthicalResponsibilitiestoClientsResearchrecommendationsshouldbeappropriateAllinformationtreatedasconfidentialandproprietaryClientinformedastoallprojectchanges

Slide2-53EthicalResponsibilitiestoClientsResearchrecommendationsshouldbeappropriateAllinformationtreatedasconfidentialandproprietaryClientinformedastoallprojectchangesDataandfindingspresentedinastraightforwardandnonmisleadingway

Slide2-54MisleadingPresentation:Incompletedata

Slide2-55MisleadingPresentation:Incompletedata

Slide2-56MisleadingPresentation:Incompletedata

Slide2-57MisleadingPresentation:Incompletedata

Slide2-58ResponsibilitiestoResearchCompaniesAvoid:CallingforbidswhensupplierhasalreadybeenselectedUsingproposalprocesstoobtainfreeadviceMakingfalsepromisestoobtainlowercosts

Slide2-59ResponsibilitiestoSocietyWhencollectingorpubliclyreportingdatakeepinmindthatdataandfindingsreportedforpublicuseshouldbe:CompleteNonmisleadingandproperlyinterpretedBasedonsound,objectiveresearchjudgmentResearchshouldneverbeusedasaguiseformarketingorsales

Slide2-60Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwisewithoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.

Slide3-61AdvertisingResearch

JoelJ.DavisChapter3:SecondaryResearch

Slide3-62SecondaryResearchDefinedInformationthathasbeencollectedandanalyzedbyothersforapurposeotherthanspecificallyrespondingtoacurrentinformationalneedContrastswithprimaryresearchthatiscollectedbyinformationusertosatisfyaspecificinformationalneed

Slide3-63SecondaryVersusPrimaryResearchSecondaryresearchdistinguishedfromprimaryresearchintermsof:Individualresponsibleforplanning/conductingresearchCircumstancesunderwhichresearchconducted

Slide3-64PrimaryandSecondarySourcesReferstotheinvolvementofinformation’ssourceintheconductoftheresearchPrimarysourceoriginatedinformationSecondarysourceprovidesinformationafterobtainingitfromprimarysource

Slide3-65AdvantagesofPrimarySourcesCompletenessAccuracyQuality

Slide3-66AdvantagesofPrimarySourcesCompletenessPresentsfullsetoffindingsTypicallyinunabridgedformAccuracyQuality

Slide3-67AdvantagesofPrimarySourcesCompletenessPresentsfullsetoffindingsTypicallyinunabridgedformAccuracyLowerchancetomisinterpretdataortopresentfindingsinbiasedwayTypicallymorecompleteQuality

Slide3-68AdvantagesofPrimarySourcesCompletenessPresentsfullsetoffindingsTypicallyinunabridgedformAccuracyLowerchancetomisinterpretdataortopresentfindingsinbiasedwayTypicallymorecompleteQualityBetterdescriptionsofmethodology

Slide3-69UsesofSecondaryResearchDirectlyansweranadvertiser’sinformationalneedsProvideimportantinsightspriortoprimaryresearchContributetoquestionnairedevelopment

Slide3-70DirectlyAnswerInformationalNeedsCanproviderequiredinformationinitsoriginalformInformationanddatacanbemanipulatedorre-analyzed

Slide3-71InsightsPriortoPrimaryResearchCanhelpclarify,redefineorrefocusplannedprimaryresearchby:AnsweringquestionsoriginallyaddressedbyprimaryresearchProvidinginsightsthatleadtounforeseennewareastoexploreProvidinginsightsthatdiscouragetheexplorationofcertaintopicsCausingachangeinresearchhypotheses

Slide3-72QuestionnaireDevelopmentCanalertresearchertopotentialproblemsCanidentifynewareastoexploreCanprovideexamplesofwaystoprobeandexploreareasCanhelptorefinequestionwordingorquestionnairedesign

Slide3-73AdvantagesofSecondaryresearchSavestimeSavesmoney

Slide3-74LimitationsofSecondaryResearchLackofavailabilityRelevanceSufficiency

Slide3-75LimitationsofSecondaryResearchLackofavailabilityDuetouniquenessorspecificityofinformationneedDuetoproprietarynatureofdesiredinformationRelevanceSufficiency

Slide3-76LimitationsofSecondaryResearchLackofavailabilityDuetouniquenessorspecificityofinformationneedDuetoproprietarynatureofdesiredinformationRelevanceMaybelackoffitintermsofprovidedanddesiredunitsofmeasurementandunitsofanalysisTimeliness:nocurrentdatamayexistSufficiency

Slide3-77LimitationsofSecondaryResearchLackofavailabilityDuetouniquenessorspecificityofinformationneedDuetoproprietarynatureofdesiredinformationRelevanceMaybelackoffitintermsofprovidedanddesiredunitsofmeasurementandunitsofanalysisTimeliness:nocurrentdatamayexistSufficiencyRelevantdatamysimplynotexist

Slide3-78EvaluatingSecondaryInformation“Goodness”AuthorandsourceAccuracyCurrencyObjectivity

Slide3-79LocatingSecondaryInformationOfflineprintNon-indexedonlinesourcesIndexedonlinesources

Slide3-80Non-indexedOnlineSourcesSlideshareScribd

Slide3-81SearchEngineSearchStrategies:ScenarioImaginethatyouragencyhasbeenaskedtocompetefortheYoplaityogurtaccountandthattheagencyhasnoexperienceinthisproductcategory.Secondaryresearchcanhelptheagencyquicklylearnaboutcategorytrends,Yoplaitandcompetitivebrandactivities,approachestoadvertisingandpromotionaswellasotherareasofactivitythatwillultimatelyinfluenceadvertisingstrategyandcreativedevelopment.Youhavebeenassignedthetaskofpreparingabriefingregardingtrendsanddevelopmentsintheyogurtcategory.

Slide3-82SearchEngineSearchStrategies:Steps1.Stateinformationneed2.Eliminateunnecessarywords3.Expandinitialsearchphrases4.Conductsearchonseveralsearchengines5.Systematicallyreadfindingsandreflectonresults6.Reviseoriginalsearchphrases7.Searchdeeper,followkeylinksandreferences

Slide3-83SearchEngineSearchStrategies:Steps1.StateinformationneedExpressinformationneedasoneormorequestions“Whatarethecurrenttrendsintheyogurtcategory?”

Slide3-84SearchEngineSearchStrategies:Steps2.Eliminateunnecessarywords“Whatarethecurrenttrendsintheyogurtcategory?”trendsyogurt

Slide3-85SearchEngineSearchStrategies:Steps3.Expandinitialsearchphrasesbyusingsynonymsandaddingan“s”trendyogurttrendsyogurtdevelopmentyogurtdevelopmentsyogurtadvanceyogurtadvancesyogurt

Slide3-86SearchEngineSearchStrategies:Steps3.Relevanceandqualityofresultscanbeincreasedbyaddinga“+”betweenmultiplewordstrend+yogurttrends+yogurtdevelopment+yogurtdevelopments+yogurtadvance+yogurtadvances+yogurt

Slide3-87SearchEngineSearchStrategies:Steps4.ConductsearchonseveralsearchenginesGoogleYahoo!Bing

Slide3-88SearchEngineSearchStrategies:Steps5.SystematicallyreadfindingsandreflectonresultsWhichsearchengine(s)producedthebestresults?Whichsearchphrasesproducedthebestresults?Didsomesearchphrasesworkbetteronsomesearchenginesversusothers?Weresomesearchphrasesoverlybroad,producingtoomanyirrelevantresults?Weresomesearchphrasestoonarrow,producingtoofewrelevantsearchresults?Aretheresomesourcesthatrequireadeepersearchoftheentiresite?Doanyrelevantsourcesusewordsorphrasesthatshouldbeusedinadditionalsearches?

Slide3-89SearchEngineSearchStrategies:Steps6.ReviseoriginalsearchphrasesUsequotationmarks“yogurtadvertising”Narrowbyeliminatingwords“yogurttrends”-advertisingNarrowbyfocusingonspecifictypesofdocumentsyogurttrends:filetype:pdfLetsearchenginefindsynonymsyogurt~trends

Slide3-90SearchEngineSearchStrategies:Steps6.ReviseoriginalsearchphrasesExpandbyincreasingnumberofacceptabletermsyogurtORyoghurtFocusonandsearchoneindividualsite“yogurttrends”site:FocusonwebsitesthatuseakeyterminapageURLorpagetitleinurl:yogurtintitle:yogurt

Slide3-91SearchEngineSearchStrategies:Steps7.Searchdeeper,followkeylinksandreferencesUsesite’sinternalsearchengineFollowlinkstoexternalsourcesFindsitesthatlinktoarelevantandimportantsites

Slide3-92BeyondGeneralSearchEnginesGoogleBlogSearchGoogleScholarGoogleBookSearch

Slide3-93EmailNewslettersAdvertisingAgeCreativityNewsletterMadison+VineClickzMediapost

Slide3-94NarrowlyFocusedNewsletterseMarketerHBSWorkingKnowledgeIABSmartbriefIconowatchMarketingChartsMcKinseyQuarterly

Slide3-95Online,DigitalandEmergingMediaDoubleclickcomScoreCoremetricsDynamicLogicEnquiroInteractiveAdvertisingBureau(IAB)AtlasInstituteNielsen-Online

Slide3-96Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwisewithoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.

Slide4-97AdvertisingResearch

JoelJ.DavisChapter4:Sampling

Slide4-98Sampling:ExamplesListentoafewtracksfromanewbandinordertodecideifyouwanttohearmoreReadseveralmoviereviews(fromamongallreviews)inordertodecideifyouwanttoseeit

Slide4-99Sampling:DefinedToselectandexaminemembersofalargerpopulationinorderto:Learnsomethingnew,andDrawconclusionsaboutthelargerpopulationfromwhichthesampleditemsaremembers

Slide4-100RandomSamplingMostassociatedwithquantitativeresearchDefinedas:whereeachmemberofthepopulationofinteresthasanequalprobabilityofbeingselected

Slide4-101SampleandCensusSampleexaminesasubsetofthepopulationCensusexamineseverymemberofthepopulation

Slide4-102SampleVs.CensusSamplevs.censusisusedmostofteninprimaryresearchdueto:TimeandcostinvolvedinacensusFeasibilityLogistics

Slide4-103CensusVs.SampleCensusispreferablewhen:PopulationofinterestissmallandidentifiableSamplingmighteliminateimportantcasesCredibilityrequiresconsiderationofallmembersofpopulation

Slide4-104DefineTargetPopulationNeedtoexplicitlyspecifycharacteristicsofgrouptobesampledUnambiguouslydescribedesiredcharacteristicsDifferentiatecharacteristicsofthoseofinterestfromthosenotofinterest

Slide4-105TargetDefinition:InanimatePopulations“ToobtainrandomsampleofretailpricesoftheleadingbrandsofpainrelieversinstoresacrosstheUnitedStates”Doesthisrefertoregularsellingpriceofasaleprice?

Slide4-106TargetDefinition:InanimatePopulations“ToobtainrandomsampleofretailpricesoftheleadingbrandsofpainrelieversinstoresacrosstheUnitedStates”Onwhatbasiswillleadingbrandsbeidentifiedandselected?

Slide4-107TargetDefinition:InanimatePopulations“ToobtainrandomsampleofretailpricesoftheleadingbrandsofpainrelieversinstoresacrosstheUnitedStates”Whattypesofstoreswillbesampled?Wherewilltheybelocated?

Slide4-108TargetDefinition:InanimatePopulations“ToobtainrandomsampleofretailpricesoftheleadingbrandsofpainrelieversinstoresacrosstheUnitedStates”Anyproductdesignedtorelieveanytypeofpain?

Slide4-109TargetDefinition:InanimatePopulationsPriceUsualsellingpricePainrelieversAnyaspirin,acetaminophen-oribuprofen-basedproductspecificallysoldtorelieveheadacheormusclepainLeadingbrandsFivetopsellingbrandsofpainrelieversbasedon2010unitsalesStoresGroceryanddrugCitiesFourcitiesfromamongtop10,fourfromthoseranked11-20andfourfromthoseranked21-30,basedon2010censusSizesandprices100and250regulartabletand30tabletgelcap

Slide4-110TargetDefinition:HumanPopulationImaginethatwithinthepastfourmonthsMarvelComicshasaddedfiveadditionalpagesofadvertisingtoitsseriesofX-Mencomics.ThesepageshavebeenaddedonatestbasisandwereonlyincludedincomicssenttoretailoutletsandsubscribinghomesthatarewithintheChicagocitylimits.Marvelnowwantstoexplorereactionstotheadvertising.

Slide4-111TargetDefinition:HumanPopulationSampleA:PurchasersofMarvelX-MencomicbooksSampleB:SubscriberstoMarvelX-Mencomics

Slide4-112TargetDefinition:HumanPopulationSampleA:PurchasersofMarvelX-MencomicbooksSampleB:SubscriberstoMarvelX-MencomicsDefinitionsAandBaretoobroad.A"purchaser"ofacomicbookisnotnecessarilythereaderofthecomic.Asubscriberisnotnecessarilythereader(forexample,iftheparentsubscribestothecomiconbehalfofthechild.)Nomentionofgeographicrestrictions.

Slide4-113TargetDefinition:HumanPopulationSampleC:ReadersofMarvelX-MencomicbooksSampleD:IndividualswhohavereadanyMarvelX-mencomicwithinthelast30days

Slide4-114TargetDefinition:HumanPopulationSampleC:ReadersofMarvelX-MencomicbooksSampleD:IndividualswhohavereadanyMarvelX-mencomicwithinthelast30daysDefinitionsCandDarevagueandambiguous.

“Reader”includesthosewhohavereadthemostrecentissuesandthosewhoreadanissuefouryearsagobutnotsince.“AnyX-Mencomicswithinthepast30days"doesnotnecessarilymeanthatthecomicreadisoneofthemorerecentissues."AnyX-Mencomic"canrefertoarecentissueoranissuethatistenormoreyearsold.Nomentionismadeofgeographicrestrictions.

Slide4-115TargetDefinition:HumanPopulationSampleE:Menandwomenbetweentheagesof10and17whohavereadatleastthreenewissuesofmarvelX-Mencomicswithinthepastfourmonths

Slide4-116TargetDefinition:HumanPopulationSampleE:Menandwomenbetweentheagesof10and17whohavereadatleastthreenewissuesofmarvelX-MencomicswithinthepastfourmonthsDefinitionEisbetterbut...UpperboundagerestrictiontoolimitingandcanledtobiasNomentionismadeofgeographicrestrictions.

Slide4-117TargetDefinition:HumanPopulation

MenandwomenovertheageofsevenwhohavereadatleastthreenewissuesofMarvelX-Mencomicswithinthepastfourmonths.Theseindividualswilleither(a)obtaintheircomicsbysubscriptionandresidewithintheChicagocitylimitsor(b)benon-subscribersbutpurchasetheminimumofthreenewissuesofX-MencomicsallfromretailoutletsfoundwithintheChicagocitylimits.

Slide4-118SelectSamplingMethodProbabilityornonprobabilitysampledeterminedby:TypeofgeneralizationrequiredNeedtominimizesamplingerrorStudytimingCost

Slide4-119ProbabilityVs.NonprobabilitySamplesProbabilitysamplesletaresearcher:EstimatesamplingerrorCalculatereliabilityStatisticallydeterminesamplesizeGeneralizefindingstosampleuniverse

Slide4-120ProbabilityVs.NonprobabilitySamplesProbabilitysamplesletaresearcher:EstimatesamplingerrorCalculatereliabilityStatisticallydeterminesamplesizeGeneralizefindingstosampleuniverseNonprobabilitysamplesarequickandinexpensiveProvideverylimitedgeneralizability

Slide4-121SampleFrameProvidesdetailonwheremembersoftargetpopulationwillcomefromTwoapproachesConstructorobtainlistSpecifyaprocedure,suchasrandomdigitdialing

Slide4-122EvaluatingaSampleFrameAdequacyofsampleframeevaluatedintermsofhowwelltheframerepresentstargetpopulationPerfectframeisidenticaltotargetOver-registeredframeistoobroadUnder-registeredframeistoonarrow

Slide4-123TypesofProbabilitySamplingSimplerandomSystematicrandomStratifiedrandom

Slide4-124SimpleRandomSamplingTwentystudents:halfparticipatehalfdonot

Slide4-125SimpleRandomSamplingRandomselection:flipacoinRandomsampleofsixstudentsresemblingtotalclassHalfparticipateandhalfdonot

Slide4-126SystematicRandomSamplingDefinefinalsamplesize-inthiscase5Definetotalsample(20)bydesiredsamplesize(5)-resultis4

Slide4-127SystematicRandomSamplingDefinefinalsamplesize-inthiscase5Definetotalsample(20)bydesiredsamplesize(5)-resultis4Startwithstudent1andselectevery4thstudent

Slide4-128StratifiedSamplesUsedinsituationsinwhichitisbelievedthereislargevariationduetoobservablerespondentcharacteristicsFoursteps:DetermineclassificationcriteriathatdefinestrataEachelement/individualisassignedtoonlyonestrateDeterminetotalsamplesizeSelectindependentrandomsamplesfromeachstrata

Slide4-129StratifiedSample:ProportionateAssignindividualstostrataThosewhousebooks(20%)Thosewhousecomputers(80%)

Slide4-130StratifiedSample:ProportionateSelectfina