当代市场调研10E全套配套课件中英文PPTch14.ppt

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1、ChapterFourteen14-1Census:Populationcanvas-notreallya“sample”AskingtheentirepopulationBudgetAvailable:Avalidfactor–howmuchcanweafford?RuleofThumb:Istheresomeconventionwecanapply?Whatmightmakeanadequatesamplesize?SampleSizeforProbabilitySampling14-2KeyTerms&Definit

2、ionsNumberofSubgroupsAnalyzed:Inanysamplesizedeterminationproblem,considerationmustbegiventothenumberandanticipatedsizeofvarioussubgroupsofthetotalsamplethatmustbeanalyzed.TraditionalStatisticalMethods:Variance,standarddeviation,andconfidenceintervalplayakeyrole.S

3、ampleSizeforProbabilitySampling14-3KeyTerms&DefinitionsJudgment:Bestguessof“experts”DrawonyourexperiencetodeterminesamplesizeConventional:Whathaveothersdone?SeewhatthesamplesizehasbeenforsimilarstudiesSampleSizeforNonprobabilitySampling14-4KeyTerms&DefinitionsCent

4、ralLimitTheorem:Theideathatadistributionofalargenumberofsamplemeansorsampleproportionswillapproximateanormaldistribution-regardlessofthedistributionofthepopulationfromwhichtheyweredrawn.NormalDistribution:Thecontinuousdistributionthatisbellshapedandsymmetricalabou

5、tthemean.Themean,median,andmodeareequal.Finally,about68%oftheobservationsarewithinonestandarddeviationplus/minusofthemean,96%arewithintwostandarddeviations,and99+%arewithinthreestandarddeviationsofthemeanrespectively.TheNormalDistribution14-5KeyTerms&DefinitionsPr

6、oportionatePropertiesoftheNormalDistribution:Afeaturethatthenumberofobservationsfallingbetweenthemeanandagivennumberofstandarddeviationsfromthemeanisthesameforallnormaldistributions.StandardNormalDistribution:Normaldistributionwithameanofzeroandastandarddeviationo

7、fone.TheNormalDistribution14-6KeyTerms&DefinitionsStandardDeviation:Themeasureofdispersioncalculatedbysubtractingthemeanoftheseriesfromeachvalueinaseries,squaringeachresult,summingtheresults,dividingthesumbythenumberofobservationsminus1andfinallytakingthesquareroo

8、tofthisvalue.TheNormalDistribution14-7KeyTerms&DefinitionsImportantCharacteristicsofaNormalDistribution14-8KeyTerms&DefinitionsBell-shapedandhasonlyone