Marketing Research, Paula Ryan

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Computes the value without testing every individual element
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Conjoin analysis
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Nielson, Kantar, IMS Health INC, Gfk SE, and Ipsos SA are all examples of what?
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Marketing Research Companies
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Name the four stages in the research process
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Formulate problem. Determine design. Analyze and interpret data. Prepare research report.
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Elements of research design
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how are we selecting people. How many is enough. how will data be collected.
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4 different groups involved in market research
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client. public. respondents. researcher.
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Name potential issues in marketing research
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phrasing. privacy. pushing certain answers. sugging. undercutting bids. PR firms cherry picking.
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type of problem. A business decision that needs to be made
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management problem
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type of problem. the question being posed by the researcher.
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research problem.
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type of data. specifically collected for the project at hand.
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primary data
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Pros of primary data
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directly answers the issues at hand.
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Cons of primary data
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expensive. time consuming.
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Pros of secondary data
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time and money savings. doesn’t fit the problem as well. analyzing data is difficult.
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type of data. Originates within the organization for which the research is being done.
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internal
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type of data. Originates outside the organization for which the research is being done
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external data
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Examples about internal data
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past sales. turnover rate. order rate from catalogues.
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Decision support system consists of what three things
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Database + Analytical models + Dialog system
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Process of capturing, merging, analyzing large and varied data sets for the purpose of understanding current business practices and seeking new opportunities to enhance future performance
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big data
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Big data has what three elements to it
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volume. velocity. variety.
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Name the two types of variety in data
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structured and unstructured.
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type of data. can be easily analyzed and written into spreadsheets.
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structured
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type of data. cannot be easily analyzed or written into spreadsheets
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unstructured
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What type of research is sold to multiple buyers?
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Syndicated
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Name types of primary data.
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life style. demographic. awareness. motivation.
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Advantages of observational research
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accurate. objective.
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Examples of structured observational research
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secret shopper
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type of observational research. used in more exploratory research
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unstructured
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type of observational research. intention behind the study is hidden.
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disguised
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type of observational research. observation in a non controlled environment
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natural
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type of observational research. in a more controlled environment.
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contrived
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Pros of communication method of research
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versatility. speed. cost.
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name the four methods of administering questionnaires
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in person. phone. mail. internet.
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pros and cons of in person interviews
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slow. expensive. difficult to get personal information. higher response rate.
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pros and cons of phone interviews
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fast. more expensive than mail.
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pros and cons of mail questionnaires
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protection from interview bias. no flexibility of question sequencing.
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pros and cons of internet based questionnaires
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protection form interview bias. fast. cheap. cost efficient. most popular.
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issue with questionnaire. How good is this method at ensuring the respondent is who you want it to be (in person versus online).
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sampling control
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issue with questionnaire. Can you get the volume and kinds of info that you want?
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information control
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type of probability sampling technique. Everyone has an equal chance of getting selected.
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simple random
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type of probability sampling technique. System in place to randomly select people. ex: 1 in every 10 people
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systemic
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type of probability sampling technique. Step 1: group into strata. Step 2: use systematic or random samples
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stratified
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type of probability sampling technique. Divides population into clusters and then randomly samples.
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Cluster
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Type of error. Chance variation even with the most well-constructed sample. Only way to eliminate is with census.
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random sampling error
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Type of sampling error. Incorrectly selecting universe from which to draw simple elements.
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population specification error
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Example of population specification error
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Pointsec
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Error of sampling error. Sample is not a good representation of the population of interest Who was in our population of interest who isn’t in our sample frame and vice versa.
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sample frame error
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Type of sampling error. Execution of sampling plan is faulty.
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sample selection error
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4 types of non-probability research methods
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connivence. judgement. quota. snowball.
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type of non-probability testing method. Selecting sample because it’s convenience.
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Connivence.
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type of non-probability testing method. Targeting certain audience. Focus groups often fall into this category.
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judgement
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type of non-probability testing method. goals for different categories. Ex: We want 20 women ages 18-25.
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Quota
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type of non-probability testing method. Used when there is a really tough population of interest to find. Low incidence rate. Essentially referrals.
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snowball
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type of research. Used to establish cause-and-effect relationships between variables
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Causal
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Type of research. Describing a population with respect to important variables.
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Descriptive Research
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Type of research. Discover ideas and insights.
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Discovery.
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Literature search, in depth interviews, focus groups, case analyses are all examples of what?
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exploratory research
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2 major pitfalls for focus groups. What are they?
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easy to project. shouldn’t be used as the end all be all.
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Who? What? When? Where? Why? How? are all questions asked in what kind of research?
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descriptive
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Name the 2 subsections of descriptive studies.
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Longitudinal. Cross-Sectional.
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Two types of longitudinal studies.
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continuous and discontinuous panel
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Sample survey falls under what subset of descriptive research?
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Cross-sectional
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Type of study. Single point in time measures of a sample selected from a population.
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cross-section study
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Fixed sample of respondents who are measured repeatedly over time with respect to the same variables
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continuous panel
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Fixed sample of respondents who are measured repeated over time with respect to different variables
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discontinuous panel
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____________ involves the use of a controlled experiment done in a limited, but carefully selected, section of the marketplace
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market testing
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A test market in which the company sells the product through its normal distribution channels
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standard test market
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An entire test program conducted by an outside service in a market in which it can guarantee distribution
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Controlled test market
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A study in which consumer ratings and other information are fed into a computer model that then makes projections about the likely level of sales for the product in the market
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stimulated test market
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Is exploratory research qualitative or quantitative?
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qualitative
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Is conclusive research qualitative or quantitative?
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quantitative
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name the five steps in the problem formulation process
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Meet with Client. Clarify problem/opportunity. State managers decision problem. Select research problems. Prepare request agreement.
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Increase revenues, introduce new products
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Planned changed
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React to customer suggestions, discover new uses for old products through customer feedback
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unplanned change
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Researchers should conduct ____________-oriented research if possible.
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strategy
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Name the steps for defining your sample
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Define population of interest. Determine Sample frame. Choose method. Choose technique.
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Literature search is an example of exploratory, descriptive, or causal research?
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exploratory
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In depth interviews is an example of exploratory, descriptive, or causal research?
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exploratory
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Focus groups is an example of exploratory, descriptive, or causal research?
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exploratory
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Case analysis is an example of exploratory, descriptive, or causal research?
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exploratory
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Sample surveys are longitudinal or cross sectional?
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cross sectional
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Sample surveys is an example of exploratory, descriptive, or causal research?
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descriptive
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What are the two types of descriptive studies?
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longitudinal and cross sectional
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Continuous panels is an example of exploratory, descriptive, or causal research?
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descriptive
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discontinuous panels is an example of exploratory, descriptive, or causal research?
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descriptive
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What are the types of longitudinal studies?
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continuous and discontinuous panels
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market testing is an example of exploratory, descriptive, or causal research?
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causal
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Is the simple random sampling technique probability or non-probability?
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probability
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Is the Systematic sampling technique probability or non-probability?
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probability
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is the stratified sampling technique probability or non-probability?
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probability
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is the cluster sampling technique probability or non-probability?
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probability
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is the convenience sampling technique probability or non-probability?
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non-probability
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is the judgement sampling technique probability or non-probability?
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non-probability
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is the quota sampling technique probability or non-probability?
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non-probability
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is the snowball sampling technique probability or non-probability?
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non-probability
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if you raise the confidence level what happens to the sample size?
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it increases
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If you raise the error what happens to the sample size?
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it decreases
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if you decrease the size of the universe what happens to the sample size?
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it decreases
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When would “can’t tell” be valid answer to sample size adjustment questions?
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2 different changes. Population change.
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What do you use to determine the sample size of a non-probability sample?
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you can’t
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Name examples of sample frame
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database, directory

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