Mrkt 4320 cheat sheet

Nominal

labels/categories

ordinal

rank

interval

equal differences

ratio

how many, how much/ some denomination

reliability

consistency

validity

accuracy

steps in sampling plan

define target population, select sampling method, determine sampling size, execute

probability

known chance of selection

nonprobability

unknown chance chance

Dataset: rows

respondents

Dataset: columns

variables

Reliability vs validity

reliability refers to consistency vs validity refers to accuracy. Reliable survey will provide similar results under similar conditions whereas a valid survey asks questions that accurately measures social media influence on purhcasing decisions

Importance of survey questionnaire organization, sequence, and flow

makes questions easier to understand and answer, helps reduce confusion, keeps respondents engaged, and improves quality of data collected