Marketing Research Module 8 Sampling Design

Ch apter E lev en
Sampling:
Design and Procedures
11-1
© 2007 Prentice Hall
Cha pter Ou tl ine
1) Overview
2) Sample or Census
3) The Sampling Design Process
i. Define the Target Population
ii. Determine the Sampling Frame
iii. Select a Sampling Technique
iv. Determine the Sample Size
v. Execute the Sampling Process
© 2007 Prentice Hall 11-2

Ch apter O utl ine
4) A Classification of Sampling Techniques
i. Nonprobability Sampling Techniques
a. Convenience Sampling
b. Judgmental Sampling
c. Quota Sampling
d. Snowball Sampling
ii. Probability Sampling Techniques
a. Simple Random Sampling
b. Systematic Sampling
c. Stratified Sampling
d. Cluster Sampling
e. Other Probability Sampling Techniques
Cha pter Ou tl ine
1. Choosing Nonprobability Versus Probability

Sampling
2. Uses of Nonprobability Versus Probability

Sampling
3. Internet Sampling
4. International Marketing Research
5. Ethics in Marketing Research
6. Summary

Sampl e V s. Cen su s
Table 11.1
Conditions Favoring th e Us e of
Type of Stu dy Sam ple Census
1. Budget Sm all Large
2. Tim e available Sho rt Long
3. P opul ation size Large Sm all
4. Variance in the cha racteristic Sm all Large
5. Cost of sam pling errors Low High
6. Cost of nonsam pling errors High Low
7. N atur e of m easurem ent De structive N ondestructive
8. At tenti on to individua l cases Yes No

Th e S ampl ing De si gn Process
Fig. 11.1
Define the Population
Determine the Sampling Frame
Select Sampling Technique(s)
Determine the Sample Size
Execute the Sampling Process

Defi ne th e Ta rge t Po pulatio n
The target population is the collection of elements or
objects that possess the information sought by the
researcher and about which inferences are to be made.
The target population should be defined in terms of
elements, sampling units, extent, and time.
 An el eme nt is the object about which or from which

the information is desired, e.g., the respondent.
 A samp li ng unit is an element, or a unit containing
the element, that is available for selection at some
stage of the sampling process.
 Ext en t refers to the geographical boundaries.
 Time is the time period under consideration.

Defi ne the Tar get Pop ulati on
Important qualitative factors in determining the
sample size are:
 the importance of the decision

 the nature of the research
 the number of variables
 the nature of the analysis
 sample sizes used in similar studies
 incidence rates
 completion rates
 resource constraints
Sam pl e Size s Used in Mar ke ting
Res earc h St udi es
Table 11.2
Type of Stud y M ini m um Size Typical R ang e
P roblem ident ification research 50 0 1,000-2,500

(e.g. m arket potent ial)
P roblem -solving research (e.g. 20 0 30 0-500
pricing )
P roduc t tests 20 0 30 0-500
Test m arketing stud ies 20 0 30 0-500
TV, radio, or print advertising (per 15 0 20 0-300

com m ercial or ad tested)
Test-m arket aud its 10 stores 10-20 stores
Focus group s 2 group s 6-1 5 groups

Clas sif icat io n of Sam pl ing Techni ques
Fig. 11.2
Sampling Techniques
Nonprobability Probability
Sampling Techniques Sampling Techniques
Convenience Judgmental Quota Snowball

Sampling Sampling Sampling Sampling
Simple Random Systematic Stratified Cluster Other Sampling

Sampling Sampling Sampling Sampling Techniques

Co nve ni enc e S ampl ing
Co nven ie nce sam pl in g 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
 department stores using charge account lists
 “people on the street” interviews

A G ra phi cal Ill ustr ation o f
Con ven ie nc e Sampl in g
Fig. 11.3
A B C D E
Group D happens to
assemble at a
1 6 11 16 21
convenient time and
place. So all the
2 7 12 17 22 elements in this
Group are selected.
The resulting sample
3 8 13 18 23 consists of elements
16, 17, 18, 19 and 20.
Note, no elements are
4 9 14 19 24
selected from group
A, B, C and E.
5 10 15 20 25

Ju dg men tal S amp li ng
Jud gmen tal sa mplin g 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
 bellwether precincts selected in voting behavior
research
 expert witnesses used in court

Gra ph ical I llust ra tion of
Ju dgme nt al Sampl ing
Fig. 11.3
A B C D E
The researcher
considers groups B, C
1 6 11 16 21 and E to be typical and
convenient. Within each
of these groups one or
2 7 12 17 22 two elements are
selected based on
typicality and
3 8 13 18 23 convenience. The
resulting sample
consists of elements 8,
4 9 14 19 24 10, 11, 13, and 24. Note,
no elements are selected
from groups A and D.
5 10 15 20 25

Quota Sa mpl ing
Quota samp li ng 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.
Pop ul ation Sa mple

comp os iti on comp os iti on
Con trol
Characteristic Percentage Percentage Number
Se x
Male 48 48 480
Female 52 52 520
____ ____ ____
100 100 1000
A G raph ical Illustr ati on o f
Quota Sa mp ling
Fig. 11.3
A B C D E
A quota of one
element from each
1 6 11 16 21 group, A to E, is
imposed. Within each
group, one element is
2 7 12 17 22 selected based on
judgment or
convenience. The
3 8 13 18 23 resulting sample
consists of elements
3, 6, 13, 20 and 22.
4 9 14 19 24 Note, one element is
selected from each
column or group.
5 10 15 20 25

Snow ba ll S ampl ing
In sn owb all sa mpl in g, 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.

A Gr aphi cal Illus trat ion of
Snow ba ll Sampli ng
Random
Selection Referrals
A B C D E
Elements 2 and 9 are
selected randomly
1 6 11 16 21
from groups A and B.
Element 2 refers
elements 12 and 13.
2 7 12 17 22
Element 9 refers
element 18. The
3 8 13 18 23 resulting sample
consists of elements
2, 9, 12, 13, and 18.
4 9 14 19 24
Note, there are no
element from group E.
5 10 15 20 25
Simp le Ran do m S ampl ing
 Each element in the population has a known and

equal probability of selection.
 Each possible sample of a given size (n) has a

known and equal probability of being the sample
actually selected.
 This implies that every element is selected

independently of every other element.

A Gra ph ical Illus tra ti on of
Sim ple Ra ndom Sam pl ing
Fig. 11.4
A B C D E
Select five
1 6 11 16 21 random numbers
from 1 to 25. The
2
resulting sample
7 12 17 22
consists of
population
3 8 13 18 23 elements 3, 7, 9,
16, and 24. Note,
4
there is no
9 14 19 24
element from
Group C.
5 10 15 20 25
Syste mati c Sa mpl ing
 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.

Syste mati c Sa mpl ing
 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, 123, 223, 323, 423, 523, and so on.

Sys tem at ic Sa mpli ng
Fig. 11.4
A B C D E
Select a random
number between 1 to
1 6 11 16 21
5, say 2.
The resulting sample
2 7 12 17 22 consists of
population 2,
(2+5=) 7, (2+5x2=) 12,
3 8 13 18 23
(2+5x3=)17, and
(2+5x4=) 22. Note, all
4 9 14 19 24 the elements are
selected from a
single row.
5 10 15 20 25

Stra ti fi ed S ampl ing
 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.
St ra tif ied S ampl ing
 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.

St ra tif ied S ampl ing
 In pr oportio na te st rat ified samp li ng, the size of

the sample drawn from each stratum is proportionate
to the relative size of that stratum in the total
population.
 In di sp ropo rt ionat e s tra tif ied samp lin g, the

size of the sample from each stratum is proportionate
to the relative size of that stratum and to the
standard deviation of the distribution of the
characteristic of interest among all the elements in
that stratum.

St ra tif ie d Sa mpling
Fig. 11.4
A B C D E
Randomly select a
1 6 11 16 21
number from 1 to 5
for each stratum, A to
E. The resulting
2 7 12 17 22
sample consists of
population elements
3 8 13 18 23 4, 7, 13, 19 and 21.
Note, one element
is selected from each
4 9 14 19 24
column.
5 10 15 20 25
Cl uster S amp li ng
 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).

Cl uster S ampl ing
 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.
 In pr obab il ity pr oportio na te to si ze

samp lin g, the clusters are sampled with
probability proportional to size. In the second
stage, the probability of selecting a sampling unit in
a selected cluster varies inversely with the size of
the cluster.
Clus ter Sa mp ling (2-Sta ge)
Fig. 11.4
A B C D E
Randomly select 3
clusters, B, D and E.
1 6 11 16 21
Within each cluster,
randomly select one
2 7 12 17 22 or two elements. The
resulting sample
consists of
3 8 13 18 23 population elements
7, 18, 20, 21, and 23.
4 9 14 19 24 Note, no elements
are selected from
clusters A and C.
5 10 15 20 25
Types o f Cluste r S ampl ing
Fig 11.5
Cluster Sampling
One-Stage Two-Stage Multistage

Sampling Sampling Sampling
Simple Cluster Probability

Sampling Proportionate
to Size Sampling

St ren gt hs and Weakn es ses of
Basic Sam pl ing Tec hni qu es
Table 11.3
Technique Strengths Weaknesses
Nonprobability Sampling Least expensive, least Selection bias, sample not
Convenience sampling timeconsuming, most representative, not recommended for
convenient descriptive or causal research
Judgmental sampling Low cost, convenient, Does not allow generalization,
not timeconsuming subjective
Quota sampling Sample can be controlled Selection bias, no assurance of
for certain characteristics representativeness
Snowball sampling Can estimate rare Timeconsuming
characteristics
Probability sampling Easily understood, Difficult to construct sampling

Simple random sampling results projectable frame, expensive, lower precision,
(SRS) no assurance of representativeness.
Systematic sampling Can increase Can decrease representativeness
representativeness,
easier to implement than
SRS, sampling frame not
necessary
Stratified sampling Include all important Difficult to select relevant
subpopulations, stratification variables, not feasible to
precision stratify on many variables, expensive
Cluster sampling Easy to implement, cost Imprecise, difficult to compute and
effective interpret results

A Cla ssifi cat ion of Int erne t
Sa mpling
Fig. 11.6
Internet Sampling
Online Intercept Recruited Online Other Techniques

Sampling Sampling
Nonrandom Random Panel Nonpanel
Recruited Opt-in Opt-in List

Panels Panels Rentals

Pr oce dures fo r Dr awi ng
Pr obabi lity S ampl es
Exhibit 11.1
Simple Random
Sampling
1. Select a suitable sampling frame

2. Each element is assigned a number from 1 to N
(pop. size)
3. Generate n (sample size) different random numbers
between 1 and N
4. The numbers generated denote the elements that
should be included in the sample
Pr oce dures fo r Dr awi ng
Pr obabi lity S ampl es
Systematic
Exhibit 11.1, cont.
Sampling
1. Select a suitable sampling frame

2. Each element is assigned a number from 1 to N (pop. size)
3. Determine the sampling interval i:i=N/n. If i is a fraction,
round to the nearest integer
4. Select a random number, r, between 1 and i, as explained in
simple random sampling
5. The elements with the following numbers will comprise the
systematic random sample: r, r+i,r+2i,r+3i,r+4i,...,r+(n-1)i

Pro cedu re s f or Dr awing
Pro ba bi lity S ampl es
Stratified
Exhibit 11.1, cont. Sampling
1. Select a suitable frame

2. Select the stratification variable(s) and the number of strata, H
3. Divide the entire population into H strata. Based on the
classification variable, each element of the population is assigned
to one of the H strata
4. In each stratum, number the elements from 1 to Nh (the pop.
size of stratum h)
5. Determine the sample size of each stratum, nh, based on
proportionate or disproportionate stratified sampling, where
H
nh = n
h=1
6. In each stratum, select a simple random sample of size nh
Proc edure s for Dr aw ing
Pr oba bil it y Sam ples Cluster
Sampling
Exhibit 11.1, cont.
1. Assign a number from 1 to N to each element in the population
2. Divide the population into C clusters of which c will be included in
the sample
3. Calculate the sampling interval i, i=N/c (round to nearest integer)
4. Select a random number r between 1 and i, as explained in simple
random sampling
5. Identify elements with the following numbers:
r,r+i,r+2i,... r+(c-1)i
6. Select the clusters that contain the identified elements
7. Select sampling units within each selected cluster based on SRS
or systematic sampling
8. Remove clusters exceeding sampling interval i. Calculate new
population size N*, number of clusters to be selected C*= C-1,
and new sampling interval i*.
Procedu re s fo r Dr awi ng
Prob abi lity Sa mp les
Exhibit 11.1, Cluster
cont. Sampling
Repeat the process until each of the remaining

clusters has a population less than the sampling
interval. If b clusters have been selected with
certainty, select the remaining c-b clusters
according to steps 1 through 7. The fraction of units
to be sampled with certainty is the overall sampling
fraction = n/N. Thus, for clusters selected with
certainty, we would select ns=(n/N)(N1+N2+...+Nb)
units. The units selected from clusters selected
under two-stage sampling will therefore be n*=n- ns.

Ch oosi ng Nonpr oba bili ty Vs .
Pr obabi lity S ampl ing
Table 11.4
Conditi ons Favoring the Us e of
Fac to rs N onpr oba bi li ty P ro bab ili ty
sam pli ng sam pl in g
N atu re of re searc h Ex pl orato ry Conc lus iv e
R ela tiv e m ag nitu de of sam pl in g N ons am pling Sam pl ing

and no nsam pl in g erro rs erro rs are erro rs ar e
larg er larg er
Vari ab il ity in th e popula tio n Ho m oge ne ous He te ro geneou

(lo w ) s (hig h)
Statis tic al consid era tio ns Unf avorab le Fav orab le
Opera tio nal cons ide rati ons Fav orab le Unfav ora bl e

Te nn is' Sys temati c S ampl ing
Retu rn s a S mash
Tennis magazine conducted a mail survey of its subscribers to
gain a better understanding of its market. Systematic sampling
was employed to select a sample of 1,472 subscribers from the
publication's domestic circulation list. If we assume that the
subscriber list had 1,472,000 names, the sampling interval
would be 1,000 (1,472,000/1,472). A number from 1 to 1,000
was drawn at random. Beginning with that number, every
1,000th subscriber was selected.
A brand-new dollar bill was included with the questionnaire as

an incentive to respondents. An alert postcard was mailed one
week before the survey. A second, follow-up, questionnaire
was sent to the whole sample ten days after the initial
questionnaire. There were 76 post office returns, so the net
effective mailing was 1,396. Six weeks after the first mailing,
778 completed questionnaires were returned, yielding a
response rate of 56%.

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Ch apter E lev en

© 2007 Prentice Hall 11-2

1. Choosing Nonprobability Versus Probability

2. Uses of Nonprobability Versus Probability

4. International Marketing Research

5. Ethics in Marketing Research

© 2007 Prentice Hall 11-4

1. Budget Sm all Large

2. Tim e available Sho rt Long

3. P opul ation size Large Sm all

4. Variance in the cha racteristic Sm all Large

5. Cost of sam pling errors Low High

6. Cost of nonsam pling errors High Low

7. N atur e of m easurem ent De structive N ondestructive

8. At tenti on to individua l cases Yes No

© 2007 Prentice Hall 11-5

Define the Population

Determine the Sampling Frame

Select Sampling Technique(s)

Determine the Sample Size

Execute the Sampling Process

© 2007 Prentice Hall 11-6

 An el eme nt is the object about which or from which

© 2007 Prentice Hall 11-7

 the importance of the decision

Type of Stud y M ini m um Size Typical R ang e

P roblem ident ification research 50 0 1,000-2,500

P roduc t tests 20 0 30 0-500

Test m arketing stud ies 20 0 30 0-500

TV, radio, or print advertising (per 15 0 20 0-300

Focus group s 2 group s 6-1 5 groups

© 2007 Prentice Hall 11-9

Convenience Judgmental Quota Snowball

Simple Random Systematic Stratified Cluster Other Sampling

© 2007 Prentice Hall 11-10

Co nven ie nce sam pl in g attempts to obtain a

 use of students, and members of social

© 2007 Prentice Hall 11-11

© 2007 Prentice Hall 11-12

Jud gmen tal sa mplin g is a form of convenience

© 2007 Prentice Hall 11-13

© 2007 Prentice Hall 11-14

 The first stage consists of developing control categories, or

Pop ul ation Sa mple

© 2007 Prentice Hall 11-16

In sn owb all sa mpl in g, an initial group of

 After being interviewed, these respondents are

 Subsequent respondents are selected based on

© 2007 Prentice Hall 11-17

 Each element in the population has a known and

 Each possible sample of a given size (n) has a

 This implies that every element is selected

© 2007 Prentice Hall 11-19

 The sampling interval, i, is determined by dividing the

 When the ordering of the elements is related to the

© 2007 Prentice Hall 11-21

 If the ordering of the elements produces a cyclical

For example, there are 100,000 elements in the

© 2007 Prentice Hall 11-22

© 2007 Prentice Hall 11-23

 The strata should be mutually exclusive and collectively

 Next, elements are selected from each stratum by a

 A major objective of stratified sampling is to increase