By James M. Livingstone (auth.)
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Extra info for A Management Guide to Market Research
Later in the chapter, however, it will be shown that the 'deviations' method has distinct advantages in more complex calculations such as finding the arithmetic mean and standard deviation simultaneously. Alternative versions of the Average: the Median and the Mode The Median Let us revert to the original table of distances covered by the 25 car drivers. Suppose that one driver, say C, was a commercial traveller who was unfortunate enough to have to cover, not 15 947 km in the year, but 115 947.
QUASI-RANDOM SAMPLING The characteristics of the methods thus far described are that, although they do not meet all the theoretical requirements of truly random sampling, the random element remains. It may be possible to achieve a fairly representative sampling by quasi-random methods; in other words, many of the theoretical advantages can still be obtained without the administrative difficulties. The most important variant is the method known as sequential or equal-interval sampling. If a list of possible respondents is available- for example, a voters' roll, a housing list for a town, even a telephone directory - the researcher simply picks out names on a sequential basis, every tenth, hundredth, and so on.
2) The equal danger of assuming that everyone who has been pressed into service or hired for the occasion will be equally endowed with enthusiasm, common sense and a thirst for accurate results, rather than a desire for a trouble-free task, if necessary by making large assumptions or fudging results. (3) The facile assumption that it is easy to frame questions which are easily understood and will yield answers which are precise, unambiguous and easy to process without loss of accuracy. It is almost impossible to generalise about secondary source material - that is, information which is already available, provided that it can be tapped.
A Management Guide to Market Research by James M. Livingstone (auth.)