Summary of all the lectures for the course introduction to research in marketing
Aims to provide a clear overview of the most important topic in a comprehensive way
, Total error framework
What you observe = True value + Sampling error + Measurement error + STATISTICAL
ERROR (What you don’t observe)
! If you mess up Sampling error/Measurement error/STATISTICAL ERROR your results will
be biased & your recommendations will be wrong
Statistics
Characteristics of the sample
→ Estimate the parameters
Parameters
Characteristics of the population
Sampling error
Error that is due to a sample that is not representative of the population
> Sample differs (significantly) from the population
FE: Non-response error (Sample of respondents differs (significantly) from the population
Solution
Stratification weights
Make your sample closer to your population by using post-stratification weights
Measurement Error
Measurement Scales
2
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