Consumer Behavior Research Methods
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Definitions

Sampling Procedure Basics (Target Population, Census)

  • What is your target population?

– It is the collection of all the elements that share some common set of characteristics, and that comprise the universe for the purposes of the marketing research problem

– To whom do you want to generalize your results? Who do you want to survey? What are their characteristics? Who should be excluded?

  • Census
    = Complete enumeration of all the elements of the population
 



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