Flashcards
Quantitative Research and Sampling
Flashcards do conjunto (20)
- 1what is quantitative research?undertaken using a structured research approach with a sample of the population to produce quantifyable insights into behaviour, motivations and attitudes
- 2what is the difference between qualitative and quantitative research?-qualitative used to explore/understand behaviour, quantitative used to measure how widespread these attitudes are (conclusive/confirmatory)
-qualitative research has no set end, flexible
-quantitative data gathering more structured
-quantitative research involves larger number of respondents (sample)
-quantitative research method is more easily replicated
-quantitative data can quantify the incidence of particular behaviour, motivations, attitudes
-quantitative more statistical
-qualitative more descriptive, more in-depth
-qualitative allows new information - 3what are the different types of surveying-interviewer administered (telephone or face-to-face, at home, door step, executive (b2b version of doorstep), street)
-self-administered (postal, hand delivery, online) - 4what are the advantages of face-to-face surveying?-can motivate respondents
-proof it is genuine
-can check respondent's eligibility
-can assist respondent
-can judge seriousness of respondent - 5what are the disadvantages of face-to-face surveying?-costly, time and money
-have to train interviewers
-difficult to motivate interviewers - 6what is the sampling process (only for quantitative data gathering)1. define population
2. determine whether sample or census
3. select sampling frame (list of members of a target population, generally required for probability sampling, e.g. phone book)
4. choose sampling method (probability or non-probability)
5. determine sample size
6. discuss sampling procedure - 7what is probability sampling?a set of sampling method where an objective prodedure of selection is used, resulting in every member of the population of interest having a known probability of being selected
- 8what is non-probability sampling?a set of sampling methods where a subjective procedure of selection is used resulting in the probability of selection for each member of the population of interest being unknown
- 9what are the 4 types of probability sampling?-simple random sampling
-systematic sampling
-stratified random sampling
-cluster sampline - 10what are the 4 types of non-probability sampling?-convenience sampling
-judgement sampling
-quota sampling
-snowball sampling - 11what is simple random sampling?a probability sampling method. need full list of population, every member of population has equal chance of being selected
- 12what is systematic sampling?a probability sampling method. need full list of population. similar to simple random sampling but which uses a skip interval (ie every 9th person) rather than random numbers to select respondents
- 13why is systematic sampling better than simple random sampling?-no need to number every member of population
-less time and money than simple random - 14what is stratified random sampling?a probability sampling procedure. the chosen sample is forced to contain potential respondents from each of the key segments of the population (e.g. 10 male, 10 female) - can be proportionate or disproportionate
- 15what is cluster sampling?use when do not have adequate sampling frame. a probability sampling approach in which clusters of the population units are selected
- 16what sampling method would you use for household surveys-ideally, simple ramdom sampling, but unlikely to get whole list of households, so use multi-stage sampling (no. of sampling stages before final sample is obtained. combination of stratified, cluster and systematic) all that is required is list of households for each postcode
- 17what is convenience sampling?a non-probability sampling procedure in which a researcher's convenience forms the basis for selecting the potential respondents (ie researcher approaches accessable members of population)
- 18what is quota sampling?a non-probability sampling procedure
e.g. you are asked to interview 40 people, 20-29 yrs 10 male, 10 female
30-44 yrs 10 male, 10 female
researcher carries out sufficient interviews to fill the quota - 19what is judgement sampling?a non-probability sampling procedure
where a researcher consciously selects a sample that she considers to be most appropriate for the research study - 20what is snowball sampling?a non-probability sampling procedure
where additional respondents are identified and selected on the basis of referrals of initial respondents. Used when the population of interest is small or difficult to identify (e.g. people with certain disabilities/hobbies). likely biased sample because friends hold similar views
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- Masters Degree Marketing (IMR) FlashCards sobre Quantitative Research and Sampling, criado por Madeline Briscoe em 30-12-2015.
- Criado por
- Madeline Briscoe
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