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A man is the sum of his actions, of what he has done, what he can do, nothing else.
.. Mahatma Gandhi
measured.
Scale
A scale is a system of classifying objects and
persons in a series of steps or degrees according to a standard (i.e., relative size, rank, amount, etc.).
Measurements can be along four different scales: Nominal, Ordinal, Interval, and Ratio.
Nominal Scale
One uses names or labels according to certain
Basic operation: = or
Ordinal Scale
Ordinal measurements tell ranks or difference
Basic operation: < vs. > Such scale may also use names with an
Interval Scale
In interval scales, the steps are considered to be
equal.
Basic operation: Equality of successive steps Difference between 2 and 1 is the same as the
Examples:
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temperature
scores;
Celsius
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Ratio Scale
Most measurement in the physical sciences and
Basic operation: Equality of ratios Examples: Mass, length, time, plane angle, energy,
A few exercise
Gender-
1. Male
2. Female
Nominal Scale
I consider myself to be loyal to Nike Brand. (Please rate the statement) Strongly Disagree Strongly Agree 1 2 3 4 5
Interval Scale
How many hours do you use Internet ?...........Hrs
Ratio Scale
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A few exercise
Education-
1. Less than 10th Std 2. 10th Std 4. Graduate 5. Post Graduate Nominal Scale
3.12th Std
Why do you use the current brand? Please rank the preference a. This is exactly the product I have always wanted to use. b. This is the best available brand. c. It is a force of habit d. There is really no choice.
Ordinal Scale
What is your age? ..Years
Ratio Scale
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A few exercise
This supplier keeps promises it makes to our firm. (Please rate the statement) Strongly Disagree Strongly Agree 1 2 3 4 5
Interval Scale Please rank following footwear brands on your preference. A. Bata B. Adidas C. Nike D. Reebok E. Liberty Ordinal Scale
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Part-II; Questionnaire
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Questionnaire Definition
A questionnaire is a formalized set of questions for obtaining information from respondents.
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(Incorrect)
In the list that follows, please check all the departments from which you purchased merchandise on your most recent shopping trip to a department store.
1. 2. 3. 4. . . . 16. 17. Women's dresses Men's apparel Children's apparel Cosmetics ____ ____ ____ ____
____ ____
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(Correct)
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(Incorrect)
In a typical month, how often do you shop in department stores? _____ Less than once _____ 1 or 2 times _____ 3 or 4 times _____ More than 4 times
(Correct)
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Q2. Who is the dominant manufacturer of the PCs and Network Communication Products that your business owns?
(a) (b) PCs: ______________________________ Network Products______________________________
Q3. How satisfied are you with the PCs and Network product overall?
Not at all Satisfied (a) (b) PCs: Network 1 Products 1 2 2 3 3 Very Satisfied 4 4 5 5
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Not Important Price 1 Company selling product 1 Brand name of product 1 Familiarity with product 1 Quality of product 1 Service of company 1 Functionality of product 1
2 2 2 2 2 2 2
Neutral 3 3 3 3 3 3 3
4 4 4 4 4 4 4
Very Important 5 5 5 5 5 5 5
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Part-III; Sampling
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Sampling Techniques
Convenience Sampling
Judgmental Sampling
Quota Sampling
Snowball Sampling
Systematic Sampling
Stratified Sampling
Cluster Sampling
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Convenience Sampling
Convenience sampling attempts to obtain a sample of convenient elements. Often, respondents are selected because they happen to be in the right place at the right time. use of students, and members of social organizations mall intercept interviews without qualifying the respondents people on the street interviews
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Judgmental Sampling
Judgmental sampling is a form of convenience sampling in which the population elements are selected based on the judgment of the researcher. test markets purchase engineers selected in industrial marketing research expert witnesses used in court
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Quota Sampling
Quota sampling may be viewed as two-stage restricted judgmental sampling. The first stage consists of developing control categories, or quotas, of population elements. In the second stage, sample elements are selected based on convenience or judgment.
Population composition
Control Characteristic Sex Male Female Percentage
Sample composition
Percentage Number
48 52 ____ 100
48 52 ____ 100
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Snowball Sampling
In snowball sampling, an initial group of respondents is selected, usually at random. After being interviewed, these respondents are asked to identify others who belong to the target population of interest. Subsequent respondents are selected based on the referrals.
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Systematic Sampling
The sample is chosen by selecting a random starting point and then picking every ith element in succession from the sampling frame. The sampling interval, i, is determined by dividing the population size N by the sample size n and rounding to the nearest integer. When the ordering of the elements is related to the characteristic of interest, systematic sampling increases the representativeness of the sample. If the ordering of the elements produces a cyclical pattern, systematic sampling may decrease the representativeness of the sample. For example, there are 100,000 elements in the population and a sample of 1,000 is desired. In this case the sampling interval, i, is 100. A random number between 1 and 100 is selected. If, for example, this number is 23, the sample consists of elements 23, 13 March 2014 36 123, 223, 323, 423, 523, and so on.
Stratified Sampling
A two-step process in which the population is partitioned into subpopulations, or strata. The strata should be mutually exclusive and collectively exhaustive in that every population element should be assigned to one and only one stratum and no population elements should be omitted. Next, elements are selected from each stratum by a random procedure, usually SRS. A major objective of stratified sampling is to increase precision without increasing cost.
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Stratified Sampling
The elements within a stratum should be as homogeneous as possible, but the elements in different strata should be as heterogeneous as possible. The stratification variables should also be closely related to the characteristic of interest. Finally, the variables should decrease the cost of the stratification process by being easy to measure and apply.
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Cluster Sampling
The target population is first divided into mutually exclusive and collectively exhaustive subpopulations, or clusters. Then a random sample of clusters is selected, based on a probability sampling technique such as SRS. For each selected cluster, either all the elements are included in the sample (one-stage) or a sample of elements is drawn probabilistically (two-stage). Elements within a cluster should be as heterogeneous as possible, but clusters themselves should be as homogeneous as possible. Ideally, each cluster should be a small-scale representation of the population.
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Strengths
Least expensive, least time-consuming, most convenient Low cost, convenient, not time-consuming Sample can be controlled for certain characteristics Can estimate rare characteristics
Weaknesses
Selection bias, sample not representative, not recommended for descriptive or causal research Does not allow generalization, subjective Selection bias, no assurance of representativeness Time-consuming
Difficult to construct sampling frame, expensive, lower precision, no assurance of representativeness. Can decrease representativeness
Stratified sampling
Cluster sampling
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Difficult to select relevant stratification variables, not feasible to stratify on many variables, expensive Imprecise, difficult to compute and interpret results
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