TAILIEUCHUNG - Lecture Marketing research (12th edition) - Chapter 15: Sample size and statistical theory

Chapter 15 - Sample size and statistical theory. In this chapter, the following content will be discussed: Determining the sample size, factors determining sample size, population characteristics/parameters, sample characteristics/statistics,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Fifteen 2 Sample Size and Statistical Theory Marketing Research 12th Edition Determining the Sample Size Ad Hoc Methods Used when a person knows from experience what sample size to adopt Used when budgetary constraints dictate the size of the sample Rule of Thumb Sample should be large enough, so that when divided into groups, each group will have a minimum sample size of 100 or more If analysis involves comparison between subgroups, sample size in each subgroup should be 20 to 50 Use disproportionate sampling if one of groups of population is relatively small Budget Constraints Researcher must decide whether sample size dictated by budget constraints allows a worthwhile study to be conducted Comparative Studies Find similar studies and use their sample sizes as a guide 3 Marketing Research 12th Edition Factors Determining Sample Size Number of groups and subgroups within the .

• Marketing - Bán hàng
• Marketing research
• Lecture Marketing research
• Data collection
• Descriptive research
• Sample size
• Statistical theory
• Nghiên cứu thị trường
• Marketing environment
• Managing marketing research
• Research ethics
• Data analysis
• Marketing research process
• Online marketing research
• Social media research
• Online qualitative research
• Online survey research
• External marketing environment
• Marketing concept
• Communicating the research results
• Research report
• Managerial decision making
• The marketing research process
• Observational research designs
• Data collection approaches
• Causal research designs
• Qualitative research
• Essentials of marketing research
• Measurement and scaling
• Nature of marketing research
• Planning the research project
• Experimental research techniques
• Project Manager
• Marketing research department
• Marketing intelligence
• Marketing research essentials
• Management decision making
• Problem definition
• Exploratory research
• Traditional survey research
• Qualitative data analysis
• Quantitative data analysis
• Global marketing research
• Applied marketing research
• Internet focus groups
• Survey research
• Types of survey error
• Research design
• Marketing research on the internet
• Issues in data collection
• Attitude measurement
• Marketing research industry
• Services producers
• Causal research
• Syndicated data
• Conduct marketing research
• Marketing data
• Secondary sources
• Marketing mix measures