当代市场调研10E全套配套课件中英文PPTch13.ppt

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1、ChapterThirteen13-1Theentiregroupofpeopleaboutwhominformationisneeded;alsocalledtheuniverseorpopulationofinterest.Theprocessofobtaininginformationfromasubsetofalargergroup.SamplingPopulationTheConceptofSampling13-2KeyTerms&DefinitionsCensus:Datacollectionfromorabouteverymembe

2、rofthepopulationofinterest.Alsocalledcanvassingthepopulationbyaskingeveryoneasetofquestions.Sample:Asubsetofallthemembersofapopulationofinterest.Hopefullythatsubsetisstatisticallyrepresentativeofthegeneralpopulation.Censusvs.Sample13-3KeyTerms&DefinitionsDevelopingaSamplingP

3、lan13-4KeyTerms&Definitions1.DefinetheTargetPopulationDeterminethecharacteristicsofthoseyouareinterestedinstudying.Determinewhichgroupofpeopleorentitiesaboutwhichyouwanttolearnmore.2.ChoosetheDataCollectionMethodDeterminehowyoucollectthesample-suchasmail,Internet,telephone,mal

4、lintercept,etc.3.SelecttheSampleFrameAlistofpopulationelementsfromwhichunitstobesampledcanbeselected.DevelopingaSamplingPlan13-5KeyTerms&Definitions4.SelecttheSamplingMethodDeterminehowyouwillgetthesamplelistthroughprobabilityornon-probabilitymethods.5.DeterminetheSampleSizeWh

5、atisthelevelofaccuracyyouwanttoachieve;thetimeandmoneyyouhavetodothesurvey,andthedatacollectionmethod?6.DetermineOperationalProceduresThisistheplanofhowtogoaboutactuallychoosingandinterviewingtherespondents.7.ExecutetheSamplingPlanFieldworkersmustbetrainedtoexecutethesamplingp

6、lanproperly.DevelopingaSamplingPlan13-6KeyTerms&Definitions1.DefiningthePopulationofInterest13-7KeyTerms&Definitions2.ChooseaDataCollectionMethod13-8KeyTerms&DefinitionsThemainmethodsare:Personal,suchasmallintercepts,etc.TelephoneMailorotherself-administeredInternet,blendedsam

7、plesThiswasdiscussedinthechapteronquestionnairedesign,also.Thesampleplanwilldependonthedatacollectionmethod,too.3.IdentifytheSamplingFrame13-9KeyTerms&DefinitionsThisisalistofthemembersorelementsofthepopulationfromwhichunitstobesampledaretobeselected.Thereisseldomaperfectcorre

8、spondencebetweenthesampleframeandthepopulationofinterest.Expl