Marketing Research

Lecture 9 – Chapter 11

Course Lecturer:
Prof. Noha El-Bassiouny
 Chapter 11:
Sampling:
Design and
Procedures

Dr. Noha El-Bassiouny and Dr. Sara Hamed 2

 The Marketing Research Process

Step 1: Problem Definition

Step 2: Development of an Approach to the Problem

Step 3: Research Design Formulation

Step 4: Field Work or Data Collection

Step 5: Data Preparation and Analysis

Step 6: Report Preparing and Presentation

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 The Sampling Design Process

Figure 11.1

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Step 1: Define the Target Population
Population versus Sample

Population Sample
• Also referred to as the • The sample is a
target population. subgroup of the
• The population is the elements of the
collection of elements population selected for
or objects that participation in the
possess the study.
information sought by • It consists of:
the researcher and • Sampling Elements
about which • Sampling Units
inferences are to be
made.
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Step 1: Define the Target Population
Population versus Sample

Population

Sample

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 Step 1: Define the Target Population
Sampling Element and Unit

Sampling Element: An object that

possesses the information sought by
the researcher.
• Example: Survey Respondent

Sampling Unit: The basic unit

containing the elements of the
population to be sampled.
• Example: Households; Malls;
Universities

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 Step 2: Determine the Sampling Frame

Sampling Frame: A representation of the

elements of the target population. It consists of a
list or set of directions for identifying the target
population.

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 Step 3: Select a Sampling Technique
Classification of Sampling Techniques

Figure 11.2
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 Classification of Sampling Techniques
Nonprobability versus Probability Sampling

Nonprobability Sampling Technique:

Sampling techniques that do not use
chance selection procedures. Rather,
they rely on the personal judgment of
the researcher.

Probability Sampling Technique: A

sampling procedure in which each
element of the population has a fixed
probabilistic chance of being selected
for the sample.

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 Classification of Sampling Techniques
EXAMPLE: Nonprobability versus Probability Sampling

Running illustration/example for all sampling

techniques:
• The population consists of 25 elements and we
have to select a sample of size 5.
• A, B, C, D, and E represent groups and can also
be viewed as strata or clusters.

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 Nonprobability Sampling
Convenience Sampling

Convenience Sampling: A nonprobability

sampling technique that attempts to obtain a
sample of convenient elements. The selection of
sampling units is left primarily to the interviewer.

Examples:
• Use of students, and members of social
organizations
• Mall intercept interviews without qualifying the
respondents
• “People on the street” interviews

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 Nonprobability Sampling
Convenience Sampling

A B C D E Group D happens to
1 6 11 16 21 assemble at a
2 7 12 17 22 convenient time and
3 8 13 18 23 place. So all the
4 9 14 19 24 elements in this group
5 10 15 20 25 are selected. The
resulting sample consists
of elements 16, 17, 18,
19, and 20. Note that no
elements are selected
from groups A, B, C, and
E.

Dr. Noha El-Bassiouny and Dr. Sara Hamed 13

 Nonprobability Sampling
Judgmental Sampling

Judgmental Sampling: A form of convenience

sampling in which the population elements are
purposely selected based on the judgment of the
researcher.

Examples:
• Test markets selected to determine the potential
of a new product
• Purchase engineers selected in industrial
marketing research because they are considered
to be representative of the company and have
the necessary knowledge

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 Nonprobability Sampling
Judgmental Sampling

A B C D E The researcher considers

1 6 11 16 21 groups B, C, and E to be
2 7 12 17 22 typical and convenient.
3 8 13 18 23 Within each of these
4 9 14 19 24 groups one or two
5 10 15 20 25 elements are selected
based on typicality and
convenience. The
resulting sample consists
of elements 8, 10, 11, 13,
and 24. Note that no
elements are selected
from groups A and D.

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 Nonprobability Sampling
Quota Sampling
Quota Sampling: A nonprobability sampling technique that is a two-
stage restricted judgmental sampling.

Stages:
1. The first stage consists of developing control categories or quotas of
population elements.
The quotas are assigned so that the proportion of the sample
elements possessing the control characteristics is the same as
the proportion of population elements with these characteristics.
In other words, the quotas ensure that the composition of the
sample is the same as the composition of the population with
respect to the characteristics of interest.

2. In the second stage, sample elements are selected based on

convenience or judgment.

Examples of Control Characteristics:

• Age
• Race
• Gender

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 Nonprobability Sampling
EXAMPLE: Quota Sampling

Control Population Sample Composition

Variable Composition
Gender Percentage Percentage Number
Male 48 48 480
Female 52 52 520
------ ------ ------
Total 100 100 1,000

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 Nonprobability Sampling
Quota Sampling

A B C D E A quota of one element

1 6 11 16 21 from each group, A to E,
2 7 12 17 22 is imposed. Within each
3 8 13 18 23 group, one element is
4 9 14 19 24 selected based on
5 10 15 20 25 judgment or convenience.
The resulting sample
consists of elements 3, 6,
13, 20, and 22. Note that
one element is selected
from each column or
group.

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 Nonprobability Sampling
Snowball Sampling

Snowball Sampling: A nonprobability sampling

technique in which an initial group of respondents is
selected randomly. Subsequent respondents are elected
based on the referrals or information provided by the
initial respondents. This process may be carried out in
waves by obtaining referrals from referrals.

Examples:
• Users of particular government or social services,
whose names cannot be revealed
• Special groups (e.g. widowed males under 35; drug
users)
• Members of a scattered minority population

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 Nonprobability Sampling
Snowball Sampling

A B C D E Elements 2 and 9 are

1 6 11 16 21 selected randomly from
2 7 12 17 22 groups A and B. Element
3 8 13 18 23 2 refers elements 12 and
4 9 14 19 24 13. Element 9 refers
5 10 15 20 25 element 18. The resulting
Random Referrals
sample consists of
Selection elements 2, 9, 12, 13,
and 18. Note that no
element is selected from
group E.

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 Probability Sampling
Simple Random Sampling (SRS)

Simple Random Sampling (SRS): A probability

sampling technique in which each element in the
population has a known and equal probability of
selection. Every element is selected independently
of every other element and the sample is drawn by
a random procedure from a sampling frame.

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 Probability Sampling
Simple Random Sampling (SRS)

A B C D E Select five random

1 6 11 16 21 numbers from 1 to 25.
2 7 12 17 22 The resulting sample
3 8 13 18 23 consists of elements 3, 7,
4 9 14 19 24 9, 16, and 24. Note that
5 10 15 20 25 there is no element from
Group C.

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 Probability Sampling
Systematic Sampling

Systematic Sampling: A probability sampling

technique in which the sample is chosen by
selecting a random starting point and then picking
every ith element in succession from the sampling
frame.

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 Probability Sampling
EXAMPLE: Systematic Sampling

Population: 100,000 elements

Sample: 1,000
Sampling Interval i:
Population / Sample = Sampling Interval
100,000 / 1,000 = 100 = i

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.

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 Probability Sampling
Systematic Sampling

A B C D E Select a random number

1 6 11 16 21 between 1 to 5, say 2. The
2 7 12 17 22 resulting sample consists
3 8 13 18 23 of elements 2, (2+5=) 7,
4 9 14 19 24 (2+5x2=) 12, (2+5x3=)
5 10 15 20 25 17, and (2+5x4=) 22.
Note that all the elements
are selected from a single
row.

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 Probability Sampling
Stratified Sampling

Stratified Sampling: A probability sampling technique that

uses a two-step process to partition the population into
subpopulations, or strata. Elements are selected from each
stratum by a random procedure.

Stratified sampling differs from quota sampling in that the

sample elements are selected probabilistically rather than
based on convenience or judgment.

Examples of Variables used for Stratification:

• Demographic Characteristics (like Quota Sampling)
• Type of Customer (e.g. user/non-user; loyal/non-loyal)
• Size of Firm
• Type of Industry

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 Probability Sampling
Stratified Sampling

A B C D E Randomly select a
1 6 11 16 21 number from 1 to 5 from
2 7 12 17 22 each stratum, A to E. The
3 8 13 18 23 resulting sample consists
4 9 14 19 24 of elements 4, 7, 13, 19,
5 10 15 20 25 and 21. Note that one
element is selected from
each column.

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 Probability Sampling
Cluster Sampling

Cluster Sampling: In cluster sampling, the target

population is first divided into mutually exclusive
and collectively exhaustive subpopulations called
clusters. Then, a random sample of clusters is
selected based on a probability sampling technique
such as simple random sampling. For each selected
cluster, either all the elements are included in the
sample or a sample of elements is drawn
probabilistically.

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 Probability Sampling
Cluster Sampling

A B C D E Randomly select three

1 6 11 16 21 clusters, B, D, and E.
2 7 12 17 22 Within each cluster,
3 8 13 18 23 randomly select one or
4 9 14 19 24 two elements. The
5 10 15 20 25 resulting sample consists
of elements 7, 18, 20, 21,
and 23. Note that no
elements are selected
from clusters A and C.

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 Strength and Weaknesses of Sampling Techniques
Nonprobability Sampling

Technique Strengths Weaknesses

Nonprobability Sampling
Convenience Sampling • Least expensive
• Least time-consuming
• Most convenient
Judgmental Sampling • Low cost
• Convenient
• Not time-consuming
Quota Sampling Sample can be controlled
for certain characteristics
Snowball Sampling Can estimate rare
characteristics
• Selection bias
• Sample not
representative
• Not recommended for
descriptive or causal
research
• Does not allow
generalization
• Subjective
• Selection bias
• No assurance of
representativeness
Time-consuming

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 Strength and Weaknesses of Sampling Techniques
Probability Sampling
Technique Strengths
Probability Sampling
Simple Random Sampling • Easily understood
(SRS) • Results projectable
Systematic Sampling • Can increase
representativeness
• Easier to implement than
SRS
Stratified Sampling • Includes all important
subpopulations
• Precision
Cluster Sampling • Easy to implement
• Cost-effective
Dr. Noha El-Bassiouny and Dr. Sara Hamed
Weaknesses
• Difficult to construct
sampling frame
• Expensive
• Lower precision
• No assurance of
representativeness
Can decrease
representativeness
• Difficult to select relevant
stratification variables
• Not feasible to stratify on
many variables
• Expensive
• Imprecise
• Difficult to compute and
interpret results
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 Choosing Nonprobability versus Probability Sampling

Conditions Favoring the Use of:

Factors Nonprobability Probability
Sampling Sampling
Nature of Research Exploratory Conclusive
Relative magnitude Nonsampling errors Sampling errors are
of sampling and are larger larger
nonsampling errors
Variability in the Homogeneous (low) Heterogeneous (high)
population
Statistical Unfavorable Favorable
considerations
Operational Favorable Unfavorable
considerations

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 Step 4: Determine the Sample Size

Sample Size: The number of elements to be

included in a study.

Sample Size Decision:

• Quantitative: Statistical Calculations
• Qualitative:
1. The importance of the decision
2. The nature of the research
3. The number of variables
4. The nature of the analysis
5. Sample size in similar studies
6. Resource constraints

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 Step 5: Execute the Sampling Process

Execution of the Sampling Process requires a

detailed specification of how the sampling design
decisions with respect to the population, sampling
frame, sampling unit, sampling technique, and
sample size are to be implemented.

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