市场勘测研究.pdf

Exploring Marketing Research William G. Zikmund Chapter 8: Survey Research Surveys Surveys ask respondents for information using verbal or written questioning Respondents Respondents are a representative sample of people Gathering Information via Surveys • Quick • Inexpensive • Efficient • Accurate • Flexible Problems • Poor Design • Improper Execution Tree Diagram of Total Survey Error Random sampling error Total error Systematic error (bias) Random Sampling Error • A statistical fluctuation that occurs because of change variation in the elements selected for the sample Systematic Error • Systematic error results from some imperfect aspect of the research design or from a mistake in the execution of the research Tree Diagram of Total Survey Error Administrative error Systematic error (bias) Respondent error Sample Bias • Sample bias - when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter Tree Diagram of Total Survey Error