市场营销课件英文22个文件教学作者几十个ppt 08-survey-overview.ppt

《市场营销课件英文22个文件教学作者几十个ppt 08-survey-overview.ppt》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、ExploringMarketingResearchWilliamG.ZikmundChapter8:SurveyResearchSurveysSurveysaskrespondentsforinformationusingverbalorwrittenquestioningRespondentsRespondentsarearepresentativesampleofpeopleGatheringInformationviaSurveysQuickInexpensiveEfficientAcc

2、urateFlexibleProblemsPoorDesignImproperExecutionTotalerrorSystematicerror(bias)RandomsamplingerrorTreeDiagramofTotalSurveyErrorRandomSamplingErrorAstatisticalfluctuationthatoccursbecauseofchangevariationintheelementsselectedforthesampleSystematicError

3、SystematicerrorresultsfromsomeimperfectaspectoftheresearchdesignorfromamistakeintheexecutionoftheresearchSystematicerror(bias)AdministrativeerrorRespondenterrorTreeDiagramofTotalSurveyErrorSampleBiasSamplebias-whentheresultsofasampleshowapersistentten

4、dencytodeviateinonedirectionfromthetruevalueofthepopulationparameterRespondenterrorNonresponseerrorResponsebiasTreeDiagramofTotalSurveyErrorRespondentErrorAclassificationofsamplebiasresultingfromsomerespondentactionorinactionNonresponseBiasResponseBia

5、sNonresponseErrorNonrespondents-PeoplewhorefusetocooperateNot-at-homesSelf-selectionbiasOverrepresentsextremepositionsUnderrepresentsindifferentTreeDiagramofTotalSurveyErrorResponsebiasUnconsciousmisrepresentationDeliberatefalsificationResponseBiasAbi

6、asthatoccurswhenrespondentstendtoanswerquestionswithacertainslantthatconsciouslyorunconsciouslymisrepresentsthetruthAcquiescencebiasExtremitybiasInterviewerbiasAuspicesbiasSocialdesirabilitybiasTreeDiagramofTotalSurveyErrorAcquiescenceBiasAcategoryofr

7、esponsebiasthatresultsbecausesomeindividualstendtoagreewithallquestionsortoconcurwithaparticularposition.ExtremityBiasAcategoryofresponsebiasthatresultsbecauseresponsestylesvaryfrompersontoperson;someindividualstendtouseextremeswhenrespondingtoquestio

8、ns.InterviewerBiasAresponsebiasthatoccursbecausethepresenceoftheinterviewerinfluencesanswers.AuspicesBiasBiasintheresponsesofsubjectscausedbytherespondentsbeinginfluencedbytheorganizationconductingthestudy.SocialDesirabilityBiasBiasinresponses