tailieunhanh - Ebook Marketing research (7th edition): Part 2

(BQ) Part 2 book "Marketing research" has contents: Determining the size of a sample, dealing with field work and data quality issues, implementing basic differences tests, making use of associations tests, making use of associations tests, making use of associations tests, using descriptive analysis, performing population estimates, and testing hypotheses. | Find more at CHAPTER 10 Learning Objectives • To understand the eight axioms underlying sample size determination with a probability sample Determining the Size of a Sample         Doing a Telephone Survey? How Many Phone Numbers Will You Need? In this chapter you will learn how to determine • To know how to compute sample size using the confidence interval approach an appropriate sample size, n. If you are doing a telephone survey, how many numbers will • To become aware of practical considerations in sample size determination • To be able to describe different methods used to decide sample size, including knowing whether a particular method is flawed “Where We Are” you need in order to obtain your desired n? e To answer this question, we asked an ­ xpert, Jessica Smith, at Survey Sampling International, to tell you how it’s done at the leading Jessica Smith, Vice President, Offline Services, SSI. sample provider in the world. You will learn how to calculate the size of a sample in this chapter. Here’s a related ques- tion: For a given sample size, n, how many telephone numbers will you 1 Establish the need for marketing research. need? This may seem like a difficult task to determine, but by following 2 Define the problem. information are required. The first is an estimate of the incidence of 3 Establish research objectives. qualified individuals in the particular geographic frame you’ve selected. 4 Determine research design. The second is an idea of how many qualified individuals contacted will 5 Identify information types and sources. tion the incidence rate and the completion rate. It’s useful to be some- 6 Determine methods of accessing data. 7 Design data collection forms. a few basic rules, it can become quite simple. To start, two pieces of actually complete the interview. We call these two pieces of informawhat conservative in projecting these rates, since these figures are rarely known as facts until